1-2-1 Coaching


Training Camps

Open Water

Swim Analysis

Swim for Tri - Swimmers entering the water at Stubbers Lake Essex

We are Swim for Tri

the swim improvement specialists

About Swim for Tri

Founded in 2003 by head coach Dan Bullock and sister Keeley, Swim for Tri (SFT) offers adult swimming lessons and instruction across London (Mile End, Putney, London Bridge, Shoreditch) focused on fitness, technique, and open water skills.

Catering to all levels of swimmers and triathletes, from beginners to Ironman, classes are daily and weekly, on an individual basis or in a group. Workshops and swimming camps in London and abroad take place throughout the year in destinations such as Cesenatico, Italy, in June, and the Canary Islands (Club La Santa) in March.

The coaching team has a combined 50 years of experience in competitive swimming, racing and coaching, regularly contributing to brands such as Speedo, Training Peaks, Outdoor Swimmer, 220 Triathlon and Triathlete magazine.

Swim Sessions

Swim for Tri - 1 to 1 Coaching in London

1 to 1 Lessons in London

Morning to evening 1-to-1 and 1-to-2 classes, with a focus on skills and technique. Lessons include a follow-up report with exercises to practice on your own.

Swim for Tri - Technique Courses

Online Swim Analysis
by Dan Bullock

With online or in-person filming and analysis – we can diagnose the areas of your technique that are holding you back and give you a detailed plan of how to correct it.

Swim for Tri - Courses - Fitness

Fitness Courses

Coached pool sessions for pure swimmers and triathletes needing high-quality swim training.

Swim for Tri - Courses - Technique - Learn Front Crawl

Master Classes

Two-hour intensive classes to help you master everything from tumble turns to front crawl, breaststroke, backcrawl and butterfly. Take place in Shoreditch, east London.

Swim for Tri - Courses - Technique - Learn Front Crawl

Technique -
Learn Front Crawl

For swimmers who want to learn front crawl or those who can swim a length or two of front crawl but want to swim for longer and tackle breathing difficulties.

Swim for Tri - Courses - Technique - Develop Front Crawl

Technique -
Develop Front Crawl

For swimmers who can swim front crawl, with face in the water breathing to the side for at least 200m. This course is designed to improve your current stroke.

Swim for Tri - Stubbers Skills

Stubbers Skills

Our Saturday skills session is fully coached, aimed at newcomers to the sport of open water swimming or for nervous open water swimmers. Here you will learn the skills to make you more effective in open water.

Swim for Tri - Stubbers Fitness

Stubbers Fitness

Our fitness session is an un-coached, un-led session that allows you to practice open-water swimming at your own pace, completing as many laps of the lake as you like within the times specified.

Swim for Tri - Lou Parker and Dede Singh Open Water swim

Italian Swim Technique Camp

Improve your pool and open water swimming with our five-day swim camps in Club La Santa, Lanzarote and Italy.

Meet the Coaches

Daniel Bullock

SFT founder Dan Bullock (220 Triathlon Coach of the Year) is a former competitive swimmer who holds the highest certification in open water swim coaching from The World Openwater Swim Association as well as qualifications from The British Triathlon Federation and World Swimming Coaches Association. He is a National Masters Champion (2008-11), a British AG Record Holder (800m), European & World Masters OW Medallist, and an Ironman.
Dan's expertise sees him contributing regularly to the likes of Tri247, Outdoor Swimmer, and Training Peaks. He is a Speedo & Vasa Coaching Advisor and a coach for the London Disability Swimming Club. He has coached thousands of swimmers and triathletes over the 20 years he has been coaching, everyone from complete novices to swimmers of The Channel. Dan's personal best for the 5km swimming distance was 61 minutes at Eton Dorney in 2015.

Keeley Bullock

Keeley Bullock holds an ASA Level 2 certificate for swim teaching and has been teaching people to swim for over 30 years. She began swimming competitively at the age of seven for the Walthamstow Swimming Club and then the Waltham Forest Swimming Squad. Keeley competed at national level in various UK and European competitions.
Keeley works with swimmers of all abilities to help them understand and refine their swimming technique with drills and swimming aids. She specialises in supporting people to overcome their fear and phobia of the water and discovering joy in the water.

Cedric Lassonde

Cedric is an accomplished triathlete who competes regularly in the pro-Xterra (where he has podiumed multiple times) 70.3 and Ironman races. His top results include a 3rd at Ironman Japan, 5th at IM Wales, top 10 at Alpe d’Huez triathlon and Embrunman, 4th overall at Norseman XTRI in 2016, a sub-9-hour at IM Nice and an IM PB of 8:26 (in Barcelona).
Having retired from elite racing a few years back, he still follows a 15 to 20-hour training regime across all three disciplines and won his age group at the Xterra XL Super Besse in 2022, qualifying for the World Championships. His personal best swim over 3800m is 49 minutes.

Pauline Hollands

Pauline is a level 2 Swimming Teacher and STA Qualified Open Water Swimming Coach. With a Masters in Sports Science, alongside her swimming qualifications, Pauline promotes a holistic view of training, wellbeing and recovery.
Growing up by the Sea, Pauline learned to swim in open water from a young age. After a corporate career, she decided to retrain as a swim coach to help others achieve their swimming goals.
Pauline is known for her patient and calm approach to coaching and is passionate about motivating others to enjoy being in the water wherever they are in their progression. She coaches the weekly London Bridge fitness session alongside Dan.


Brett Owen is a Swim England and STA level 2 qualified coach and swimming teacher. Coaching at Leander Swimming Club, South London Swimming Club and Swim for Tri. A lifetime swimmer competing until 17 and moving to surf lifesaving, later returning to swimming via a Channel relay and triathlons.
A club age group winner and an age group Silver and a top 10 place at the UK Cold Water Swimming Champs in 2019. Brett has completed a number of triathlons across all distances including Iron Man distance. He enjoys long distance swimming events such as Thames Marathon, Scilly Isles Swim and 10 k swims. He is currently enjoying Cold Water Swimming with the goal of competing at Ice Swimming events.


Lan O'Connor is a BTF certified triathlon coach and as a former Irish National sprint triathlon champion, has represented the Irish team annually at ITU/ETU European and World Triathlon, Aquathlon and Duathlon Championships. She has earned medals at multiple European and World Championships as well as several top 5 finishes. Lan has raced every triathlon distance from super-sprint to Half Ironman, with many podium finishes both in the UK and internationally. In 2016 she won the London Triathlon super-sprint triathlon and is a seasoned relay swimmer in the Ironman.

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Swim for Tri - Gift Card

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