Finally we're done with this round of contract negotiations and able to reveal our new set of investments. One of the ideas we've funded off the back of our iPhone 3.0 call to action is Splashpath.
Splashpath is an online platform and mobile offering with one clear goal; to get as many people enjoying the health benefits of swimming. Splashpath the brainchild of Dan Morgan sometime music video director turned iPhone developer.
Splashpath's core functionality will help people find their local pools and checking opening times. Trust me, there's nothing more frustrating than being kicked out 20 minutes in to make way for the 60+ aqua jogging session. Swimmers will be able to record their swims and unlock achievements through completing goals and competing with other users. Here are some early screenshots
So let's take the customary tour through 4iP's reasons behind the investment.
Firstly there's is the size of the opportunity. Over 5.6 million adults regularly swim in the UK. Not only is swimming the most popular sporting pastime, it is also the sport that 12% of the adult population would like to do more often. Despite it being the most popular sporting pastime, it is currently poorly marketed and hasn't really embraced new technologies. Swimming websites don't help either. Most pool timetables are available as downloadable word documents or PDFs. SplashPath develops a new route to market and introduces new swimming opportunities via new technology.
Secondly, there is the clear public service benefits. 4iP has always had a stated it's interested in funding ideas that improve the health and fitness of it's users. By making swimming more accessible and more fun Splashpath hopes to coax the metaphorical whales off the beach. With free swimming now available to anyone under-16, there has never been a more perfect time to encourage people to seek a healthier lifestyle.
Finally as we continue to invest in this area we will look to enhance the network effect of our investments. For example, it's possible to imagine a single web service for consumers that allows tracking and recording of numerous health and exercise applications.
The unexamined life is not worth living
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