What does an Olympic champion actually do differently? Now you can find out and bring it into your Trainning sessions!
The James Guy Academy gives swimming coaches direct access to the training principles, performance systems, race psychology, and technical insight of James Guy MBE: 6× Olympic medallist, 6× World Champion, and the first British male 200m freestyle world champion in history.
What it actually feels like to race an Olympic final. What an elite athlete is thinking between sets. The technical adjustments that only make sense once you've competed at world-class level. These things live inside the athletes not inside the coaching manuals. The James Guy Academy gives coaches access to that perspective for the first time, structured into a resource you can apply in your sessions from day one.
Coaching qualifications give you the framework but not the feel!
ASA and Swim England courses are essential foundations. But the lived technical experience of competing at Olympic level, using my world-class technique feels like in the water! This is something no other training course in the world can teach! It has to come from someone who has been there!
The mental side of performance is undercoached across the sport!
Race-day psychology, pressure management, building confidence behind the blocks, these are the things that separate swimmers who perform in training from those who deliver in competition. Most coaching resources barely scratch the surface. I'm going to cover them in depth from my direct experience of the highest-pressure racing environment in the world.
Your most talented athletes are hitting a ceiling you can't see past!
Club coaching develops excellent swimmers. But the step from county to regional to national performance requires technical and psychological depth that most club environments simply can't access. The Academy gives you the tools to close that gap.
The sport has changed! train Your Athletes smarter, not just harder!
As I say directly in the Academy: "Yes we know the times have changed, we're trying to prolong the life of an athlete. We're working smarter not harder." The Academy gives coaches the modern performance framework to build athletes who last and improve long-term, not just peak early and burn out.
CPD for swimming coaches is limited and rarely goes deep enough!
Continuing professional development in swimming coaching is patchy at best. What's available rarely matches the depth of technical and performance knowledge that serious coaches are looking for. A weekend course can't replicate the lived experience of twenty years competing at the highest level of the sport. The Academy gives coaches a CPD resource built around something no course can offer, genuine Olympic experience from the inside!
The Olympic insight your athletes need is now available to you.
Join the James Guy Academy for Coaches and access the performance systems, training principles, and race psychology of a 6× Olympic medallist, built to make you a more effective coach from day one.
Need More? — see what's inside
Everything inside the Academy Is yours to use in your Coaching sessions.
Six coaching areas that make the water feel like yours.
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Develop Better Athletes
Built specifically for coaches. I want to challenge you to examine what you're prescribing in your sessions and why. This module covers: Modern training philosophy, prolonging athletic longevity, working smarter not harder, and building athletes who consistently improve over the long term rather than peaking too early. I'm now 30 and still out performing all athletes around the world!
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Think Like a Champion
The mental performance framework that I used across three Olympic Games. How elite athletes manage race-day nerves, build confidence behind the blocks, and execute race plans under the highest pressure. Directly applicable to the athletes you're working with at any level of competition and to how you coach the mental side of the sport.
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Master Every Stroke
Exclusive stroke analysis from Me. The technical details that underpin world-class performance! I know exactly how elite swimmers generate speed, maintain efficiency, and execute at the highest level. Study the techniques of Olympic and World Championship medallists and learn how to identify and apply the details that create major performance gains in your own athletes.
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Create a Clear Path Forward
How to help your athletes set meaningful goals and build structured pathways for them. whether that's county, regional, or national success. Learn how to identify strengths, examine areas for improvement, and develop clear long-term plans for the swimmers in your programme.
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Perform When It Matters Most
Race-day preparation, warm-up strategies, peaking at the right time, and the practical details that determine how an athlete performs when the pressure is highest. Use this alongside your competition preparation sessions to give your swimmers a complete and consistent pre-race framework.
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Fuel for Performance + Recover Smarter
The nutrition and recovery principles used by elite athletes taught to me by the world best nutritionists a long with my own lived race day fuelling experiences, practical strategies your swimmers can implement immediately. Pre-race nutrition, hydration, HRV monitoring, recovery protocols, and the habits that allow your swimming athletes to perform at their best day after day across a long competitive season.
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1-2-1 Feedback and Live Q&A sessions live access
Direct access to me through regular live sessions inside the Academy. Bring your squad's specific technical challenges, your most difficult coaching problems, and the questions you can't find answers to elsewhere. Even invite your team members to join in and talk with me. I will give you real coaching insight from a 6× Olympic medallist! This level of access doesn't exist anywhere else at this price point.
What Does the Academy gives you as a coach and what does it give your athletes?
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The inside perspective of a 6× Olympic medallist! The knowledge no coaching qualification can provide!
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A complete performance framework covering technical coaching, race psychology, nutrition, recovery, and goal-setting
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Modern training philosophy built around athlete longevity, working smarter, not just harder
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Practical tools and content you can share directly with your athletes as a coaching resource
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Direct access to James through live Q&A sessions and 1-2-1 feedback. This a genuine coaching consultation resource
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CPD that genuinely goes deeper than anything available on the standard coaching development menu
Be one of The Best Coaches You Can Be, Shape what comes next!
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!
The James Guy Academy is for coaches who refuse to stop learning. Who understand that the best coaching comes from the deepest knowledge and that access to lived Olympic experience is something no qualification, no course, and no textbook has ever been able to provide...
...Until now. Founding member places are open now.
This window will close in 30 days and the founding rate and benefits close with it.
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
Your athletes have always had more potential. Now you have the insight to unlock it.
After joining, you'll be taken directly to the James Guy Academy on Skool — where the coaching content, the community, and the monthly live sessions live. Access starts immediately on sign-up. The Skool mobile app means you can access the Academy from wherever your next swim takes you.