Almost everywhere we swim, there are 'No Swimming' signs. Many of the places we swim have almost no known history of swimming. This is an emerging wisdom. One of our core aims is to normalise outdoor free swimming in places where it was once a very eccentric thing to do, if not illegal. Not only do we aim to normalise swimming in the eyes of onlookers, but normalise it with ourselves too. We challenge the doubts within ourselves and aim to answer the questions we have as best we can. Through sharing maps and information, and inviting strangers to swim, break down social and personal barriers. We work towards a time when the invaluable benefits of swimming and dipping in open water are recognised and respected. Come for a swim! There may be cake too.