Ed Baxter

Ed was diagnosed with High Functioning Autism at 7 years old but wasn’t aware of his condition until he was told at the age of 18.

Having started his swimming journey when he was 6 years old, Ed had no interest in intense training hard for the benefit of performance. When he was 13, he said to himself he would try one session where he trained as hard as he could possibly could to just see how it felt and Ed always defines that day as his “moment”. Less than 3 years later, Ed broke his first British Record in the Men’s 200m Breaststroke and the same year won the Commonwealth Youth Games.

Following this day, regardless of the environment, Ed made a commitment to himself that he would never be outworked and would focus ruthlessly on detail. At 19 years old Ed launched his first business which was quickly followed up by his second which was co-founded alongside his then training partner, Triple Olympic Champion Adam Peaty.

Today at 26 years old, Ed and Adam have built a multimillion-pound brand with 6 subsidiary businesses, including an international division which is the world leader in swimming-based innovation.

Ed is passionate about helping people see how their uniqueness and often the parts about themselves that they are most ashamed of can actually be their biggest strengths