The swimming hasn't got harder. The coaching just hasn't kept up.
I have built a coaching programme that gives masters swimmers access to the technical framework, training intelligence, and performance methodology used at the very top of the sport, it's designed for swimmers who know the value of doing things properly.
Because here's what I know from two decades of competing at Olympic level: peak performance doesn't have an expiry date.
What changes with age isn't your potential it's the approach you need to unlock it.
The right technical detail, the right training structure, the right mindset framework applied at the right stage of your swimming life.
That's what this Academy delivers for you!
Your times have plateaued and you can't identify why?
You're training consistently and competing regularly, but the times aren't moving? Without elite technical feedback, it's almost impossible to pinpoint what's actually holding you back because the margins at masters level come from detail, not volume!
Your body recovers differently now! but your training hasn't adapted!
Training at 45 isn't the same as training at 25. The sessions that used to work may be doing more harm than good. Understanding how to periodise, load, and recover at your current stage is the difference between progressing and breaking down.
Club coaching isn't calibrated to your level or goals
Most club sessions are built around developing junior swimmers. As a masters athlete you're often training in a programme that simply wasn't designed for where you are, technically advanced, time-constrained, and competing for age-group titles rather than development pathways.
The technical detail you're missing, is costing you time you can't see!
At masters level, the biggest time savings are almost always technical not fitness. Stroke efficiency, turn execution, and underwater phases often have years of ingrained habits that nobody has ever properly corrected. One technical adjustment can be worth more than months of training.
You're training without a community that matches your standards!
Masters swimmers are often outliers in their clubs, more motivated, more experienced, and more serious than the average member. Finding a peer group that operates at the same level of commitment is genuinely hard. That isolation makes it harder to push yourself consistently.
The coaching you've been training without is right here.
Founding member places are open now. Join the James Guy Academy and get direct access to Olympic-level coaching built for swimmers who are serious about their performance at every age.
Need More? — see what's inside
What's inside for masters swimmers?
Elite coaching, built for where you are now, not where you were at 22!
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Stroke mechanics and efficiency
At masters level, stroke efficiency matters more than raw power. James' full technical breakdown covers the mechanical adjustments that create the biggest time improvements: the catch, the pull pattern, kick timing, and body position details that decades of habit may have obscured but can be corrected faster than you think.
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Training structure and periodisation for longevity
How to structure your training week around real life, manage training load intelligently, peak for target competitions, and build sustainable fitness that doesn't grind you into injury. The elite periodisation principles James used at Olympic level adapted for the reality of training alongside a full life.
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Module 3: Race strategy and competition execution How to build a race plan. How to execute it under pressure. What James actually thinks about during a race, and how to develop the same competition intelligence across your own events at any level.
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Module 4: Training structure and periodisation How elite swimmers structure their week, manage training loads, and peak for competition. Understand the "why" behind the programme so you can make better decisions about your own training alongside your club sessions.
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Module 5: Live monthly Q&A with James (FEATURED) Every month James hosts a live session inside the Academy community. Ask him anything about your technique, your training, your next competition. Real coaching, in real time, from an Olympic champion.
What the Academy gives masters swimmers that nothing else does!
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Technical feedback at a depth most masters swimmers have never experienced.
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Frame-by-frame stroke analysis, turn mechanics, and underwater coaching that goes further than any club session or generic online resource. The kind of detail that finds the seconds you didn't know you were losing.
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A training framework built around longevity, not just performance
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The Academy's periodisation content teaches you how to train in a way that builds sustainable fitness, protects against injury, and keeps you competing for years not just peaks for the next gala and burns out.
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Race intelligence that closes the gap between training and competition
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Masters swimmers often have the fitness to go faster than their race results suggest. The race strategy and psychology modules are specifically designed to fix the gap between what you're capable of and what you deliver on race day.
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Direct monthly access to an Olympic champion
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The live Q&A sessions with James give you a level of personal coaching access that doesn't exist anywhere else at this price point. Ask about your specific events, your specific challenges. Get real answers from someone who has competed at the very highest level.
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A community of serious swimmers who match your level of commitment
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The Academy community brings together competitive swimmers who are genuinely dedicated to improvement. For masters athletes who often feel like outliers in their clubs, this peer group is both motivating and sustaining.
Be one of the founding masters swimmers inside the Academy
Founding Member Benefits
From £37-£100/month
🔒 Lifetime Founding Member rate – your price will never increase.
↻ Cancel anytime – no long-term commitment.
📹 30-minute welcome call with James and the team.
⚡Instant access to every module and Academy pillar.
💬 Weekly live Q&A sessions with me James Guy!
🏆 Founding Member badge and community recognition.
🎁 Bonus live coaching for Founding Members during the first three months.
💡 Shape the Academy with input on future content and features.
📤 Upload you race swim videos, stroke shots, pool sessions etc and receive a full technical breakdown with personal feedback from me!
👥 Join a driven swim community of swimmers, parents, coaches, master's athletes and triathletes, all on the same journey! To swim FAST!
James Guy MBE was crowned Aquatics GB Champion Athlete for 2025 as a memorable season of aquatics achievements was celebrated at The Aquatics GB Awards in Newport Nov 25
The 30-year-old has won three Olympic gold medals as well as three silvers having topped the podium twice in Tokyo in the 4x200m freestyle and 4x100m mixed medley and once in Paris – defending the 4x200m freestyle crown alongside Duncan Scott, Tom Dean, and Matt Richards. Guy won his first Commonwealth Games gold medal in Glasgow back in 2014 in the 4x100m medley, kickstarting a career which has also seen him become a six-time world champion.
As a youngster, James Guy MBE was inspired by the magnificent achievements of the legendary Michael Phelps. Now he has told Team England’s Commonwealth Games rookies his philosophy to becoming a champion – having swum faster than his hero in Rio.
After two silver medals in the relay events at the Rio Olympics, James Guy says that to be part of the Olympic team for the second time is ‘something truly special’.
Frequently asked questions
You've been working hard.
Now work with the best.
The James Guy Academy is for competitive swimmers who refuse to accept the ceiling their current coaching puts on them. If that's you — the founding member window is open now. Don't let it close before you've made the decision that changes your swimming.