As the third largest private donor to charity in the UK, charitable giving is an important activity for EdenTree. They came across the remarkable Alice Dearing, an Olympic athlete and the co-founder of the Black Swimming Association, which seeks to increase diversity in swimming and aquatic sports. Recent research shows that up to 95% of black adults and 80% of black children in England do not swim.

The Black Swimming Association (BSA) is seeking to change that. EdenTree hoped to play their part in this mission, by offering a £20,000 donation to the charity as part of a Strava Challenge to raise awareness of the organization and get people moving to help the cause.






Donated by Edentree

The challenge was an overwhelming success, doubling our donation target and giving great exposure to EdenTree’s efforts to support a worthy cause

Daniel Barber

Chief Commercial Officer

How the activation worked

The Challenge

The Big Swim challenged users to swim to unlock charity donations to the Black Swimming Association and the change to win rewards.

Alice Dearing

The activation was promoted by Olympic long distance swimmer Alice Dearing, helping gain maximum exposure to active people on and off Strava.


The challenge was seen as highly successful, with the participation and completion numbers far in advance of what was expected, resulting in a doubling of the initial donation target to £40,000. EdenTree were delighted to help the BSA, as well as grow their awareness with Strava’s UK audience.

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