Loughborough University
Leicestershire, UK
LE11 3TU
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Loughborough University

The Marketplace

Marathon Swims


Diccon Loy

MSc Sport Business and Innovation, 2018

Marathon Swims offers the ultimate challenge for individuals and teams of swimmers.

Participants can challenge themselves with a choice of distances – 10km, 5km or 1km – and teams can divide their distance as best suits them.

The inaugural challenge at the London Aquatics Centre – Saturday 11 November 2017 – sold out a month ahead of the event with 500 people signed up to take part.

The company has already secured some key partners, including GLL, Cancer Research UK and Zoggs.

With more than a decade’s experience as Commercial Director with one of the UK’s largest sports agencies – creating, promoting and delivering sports event properties – Diccon was keen to build his own company.

Marathon Swims has given him the chance to innovate. His vision is to create a global series of participation and elite events held at some of the most iconic aquatic venues worldwide.


Creating and launching Marathon Swims has been very exciting: it’s innovative and disruptive. I’ve been very encouraged by the response and the support from my network has helped me shape and build what we hope will become a global event series.