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Whether you want to brush up on your stroke, find a career in aquatics, or learn about elite sports stars, training and coaching, is a one-stop aquatics resource. Its vast content spans 40,000 pages and includes news, video, image galleries, microsites and award-winning web apps, such as British Gas Swimfit. With users ranging from coaches to "swim mums", every visitor is looking for something different. But with such a range of content on offer, this can sometimes take time.

Skylab always likes to keep an eye on the future and think of ways to evolve our clients" sites. In this case, we wanted to simplify the user experience by enabling quicker, easier access to areas of interest on the site.

We came up with the perfect solution This innovative personalised dashboard pulls content from across the site into a live "river of news", which users can customise according to their interests. Stories, images and videos appear in the feed as they are posted on the site, meaning the content really does "come to you".

Customised content

All visitors are invited to set up a profile and build their own personalised world of swimming. Users can select exactly which content they want to subscribe to from a long list of "interests". So, if you"re only interested in water polo, you can choose to receive water polo updates and strictly nothing else. Content in the river of news can also be filtered at the click of a button, as each "interest" has its own clickable icon down the left hand side of the page.

Exclusive updates

A notifications system allows British Swimming to send short messages directly to users. These alerts sit in an eye-catching bar at the top of the river of news; users can also access notifications across the site via the global header. As a result, users hear important updates, such as ticket and event information, much faster than everyone else.

Time-saving widgets

Logging in to also unlocks other great resources such as MySwimfit. A handy Swimfit widget sits to the right of the river of news, providing at a glance progress updates and a convenient link to log swims and sessions. More widgets will be added to the site very soon, so keep an eye out for new arrivals.

Barry Wade, Web Manager, British Swimming, comments, " is a huge step forwards for our organisation. It allows our users to take control and receive the content they are looking for, eliminating the need to trawl the site looking for topics of interest. It also helps us see which parts of the site are most popular, helping us monitor what people are interested in and deliver more of the same. 10% of users have already signed up and we expect to receive an influx of new members in the build up to the Olympic and Paralympic Games. Thanks to Skylab for coming up with this great idea, which has really gone down well with our users." is live now. To set up your own personalised world of swimming, visit We'd love to hear your thoughts and welcome you to reach out and get in touch, we're on Twitter @studioskylab

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Big Chip 2011 - WINNER Best Not For Profit Project

Skylab is an innovation studio

We specialise in digital strategy & production.

We explore the internet to invent the new...

We are experts in digital strategy, IP, websites, apps, social media and film.

We help clients create a digital strategy that acts as a road map to success across all digital platforms. We also create digital intellectual property for clients that they can own and build on, well into the future.

What's the best way to describe what we do for clients?

We live in the digital wild west. We scout for new methods, ideas, techniques and technologies and blend them into commercially successful solutions for you.

We are unashamedly commercial in our approach. We employ disruptive tactics to help move, shape and fundamentally disrupt markets on behalf of our clients. Many of our solutions are innovative firsts and often set the standard for that industry. We like being the best at what we do, so we'd be happy to help you be the best in your industry too.

From the BBC to the Brit Awards and from Heathrow's T5 to Hollywood, our work has played on some of the biggest canvases in the world.

Our clients come in all shapes and sizes from small businesses to big names such as the Home Office, William Hill, British Swimming, the BBC and Manchester United.

Skylab has an award winning heritage including a BAFTA Award plus two further BAFTA nominations. Our previous experience has also gained us awards from Cream, NME, British Video Association, Roses and Big Chip.

If you would like any advice or guidance about any digital platforms, then please feel free to call us.

Thank you for visiting...


Digital Strategy

We help you develop a commercially viable digital strategy that delivers measurable success.

  • Research & Analysis
  • Ideas & Solutions
  • Tracking & Evaluation

Intellectual Property

We create digital IP for some of the biggest brands in the world, giving them a significant strategic advantage over competitors.


Our websites are highly engaging, beautifully designed, technically advanced and comply with international web standards.

  • Content managed (CMS)
  • Open source
  • E-commerce


We are constantly innovating, creating new apps for all digital platforms.

  • Websites
  • Mobile
  • Facebook, Twitter etc

Social Media

We help clients understand the potential of social media and how they can use it to gain loyal fans, followers and customers and importantly generate new business.

  • Strategy
  • Build & Deploy
  • Listen & Evolve


Film production is in our blood and becomes a powerful way to communicate your message when combined with our digital distribution channels.

  • Corporates & Commercials
  • Events
  • Motion Graphics
Video CMS for developers | MediaTank
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We're always looking for good people for full time, part time and freelance opportunities.

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