About swimmr.net
swimmr.net is a swimming and water lifestyle site that covers two things most sites don’t put together: practical, experience-based content about training, gear, and swimmer health, and the aesthetic, cultural world of the ocean and pool that a lot of water-loving people actually live in.
That means you’ll find Jake writing a real assessment of swim earplugs he used for three months of twice-a-day training. And Lily writing about the siren aesthetic mood board she’s been building since she moved back to the coast. Both things belong here, because both are what water people actually care about.
What you’ll find here
On the practical side: gear reviews without marketing spin, swimmer health guides covering the real problems (ear infections, chlorine damage, shoulder pain), training approaches for competitive swimmers and returning adults, and deep coverage of pools, from design and cost to indoor builds and pool house architecture.
On the aesthetic side: sea witchery, siren energy, ocean-inspired mood boards, coastal interior ideas, and the visual world people build around their relationship with water. Not fitness content in disguise. The actual culture.
This site is not a good fit if you want generic fitness tips or swimwear shopping guides with no perspective. It is a good fit if you swim, love pools, spend time near the ocean, or just want to read something that takes water seriously.
Why this site exists
Swimming is either a sport or a vibe, depending on who you ask. Most sites pick one. The problem with the sport-only approach is that it leaves out the huge part of the audience that comes to water for something other than race times. The problem with the vibe-only approach is that it has no real information in it.
swimmr.net came out of the observation that the same person who wants to know the best swim watch for open water also has a Pinterest board full of mermaid aesthetics. Both interests are valid. Both deserve actual content.
Who writes here
Jake Morrow swam competitively from age 10 through college, finished as a Division II All-American in the 200m butterfly, and has been coaching age-group swimmers in San Diego ever since. When he writes about gear, he’s writing from two decades of actual use. When he says a pair of earplugs stays in through butterfly sets, he means it. He has strong opinions about products that overpromise and says so.
Lily Shore grew up on the Oregon coast and has never stopped being shaped by it. She works as a graphic designer and writes about the aesthetic and cultural side of water: sea witchery, siren moods, coastal living, and the visual worlds people build around their love of the ocean. Her content lives at the intersection of ocean culture and visual inspiration. If a piece asks you to notice how something feels, not just what it does, that’s Lily.
The site is run by Lighthouse Retail Media. Day to day, what you read on swimmr.net is Jake and Lily.
How we approach content
Jake doesn’t review gear he hasn’t used. He flags when product claims don’t match what he actually experienced. Lily doesn’t write about aesthetics from the outside looking in. She curates from her own ongoing relationship with coastal life and ocean culture.
Neither of them writes to fill space. If an article exists on this site, it has a reason: a real question someone asked, a gap in what’s already out there, or something worth saying that wasn’t being said.
Where to start
If you’re here for gear and training: read Jake’s coverage of swimming tips and technique, or look through swimming sports and competition if you’re coming from a competitive background.
If you’re here for pools: the pools category is the place to start, from indoor designs to backyard builds.
If you’re here for the visual and aesthetic side: the aesthetics section is Lily’s territory.
Questions or feedback: reach us via the contact page.