Empowering naval families through Swim Free: Gen25 and GoMeddo's support for ASF's Mission

At Gen25, we are committed to leveraging technology to support initiatives that make a meaningful impact. Our recent collaboration with the Andrew Simpson Foundation (ASF) exemplifies this commitment. Together, we have enhanced ASF's Swim Free programme, a charitable initiative designed to provide free swimming lessons to children and young people from serving Royal Navy, Royal Marines, and Royal Fleet Auxiliary families.

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About ASF and the Swim Free programme

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The Andrew Simpson Foundation (ASF) is dedicated to transforming lives through sailing and watersports, ensuring that individuals from all backgrounds can access and participate in these activities.

Learn more Andrew Simpson Centres

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The Swim Free programme, funded by Greenwich Hospital and delivered in partnership with ASF, offers free swimming lessons to children and young people from Royal Navy, Royal Marines, and Royal Fleet Auxiliary families. Learning to swim is an essential life skill that supports physical health, mental well-being, and fosters confidence and resilience in young people.

Learn more Swim Free

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Building a strong foundation for Growth

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When Gen25 first implemented Salesforce automations for ASF’s Swim Free programme, we established a robust system to support the initiative. As the programme expanded, communication channels needed refinement to accommodate the growing number of participants.

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To enhance efficiency, we streamlined communication, ensuring participants received timely updates without duplicate messages. These improvements created a smoother registration experience, allowing ASF to engage more effectively with families while maintaining seamless operations.

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Leveraging technology for a good cause

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Our collaboration focused on simplifying and automating ASF’s processes to ensure a seamless experience for families enrolling in Swim Free.

• Smooth Communication: We integrated new email flows within Salesforce to provide timely updates without overwhelming participants.
• User-Friendly Registrations: By updating parent and personnel URLs, we improved ASF’s existing FormAssembly integration, facilitating easier registration and submission of essential documents.
• Simplified Booking & Group Coordination: Utilising GoMeddo, ASF can now offer structured bookings across multiple swimming locations, enabling participants to easily find and schedule sessions. Group bookings and family-friendly invoicing have become more accessible.
• Clearer Invoicing for Donations & Packages: We leveraged PDF Butler to update ASF’s invoice templates, making them clearer and more informative. Families participating in Swim Free receive one invoice per household, and ASF can better manage different funding structures and donation packages.

A commitment to CSR

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For Gen25, supporting ASF transcends a typical Salesforce implementation—it reflects our commitment to Corporate Social Responsibility (CSR). Through this project, we have contributed to a cause that positively impacts communities and enables more people to experience the benefits of swimming.

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By assisting ASF in enhancing their Swim Free programme, we reinforce our belief that technology should serve a greater purpose. Making swimming accessible, ensuring families can easily participate, and simplifying ASF's administrative workload all contribute to a lasting impact beyond business.

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Focus on a positive change

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ASF’s Swim Free programme is about more than just swimming—it’s about inclusion, accessibility, and community well-being. Our collaboration has equipped ASF with the tools to efficiently run this initiative, ensuring that as many people as possible can benefit.

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At Gen25, we are proud to be part of projects that make a difference. By working with ASF and leveraging tools like Salesforce, GoMeddo, and PDF Butler, we have demonstrated that technology can drive positive change—not just in business, but for a direct impact in some people’s lives. 

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