Swimathon - it's local, but on a national scale

With Swimathon closing in on £50m of charitable fundraising in its 30+ year history, I am often asked the question as to why the campaign is so successful and as I was reviewing the campaign Twitter feed on Sunday evening following another incredible weekend of swimming achievement up and down the country, it dawned on me that one key word can sum up Swimathon and its longevity over the years; community.
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