Karen Simmonds, founder of London agency Travel Matters, says receiving her Open Water Lifeguard Qualification in 2021 has allowed her to expand her product offerings and reach a whole new clientele. 

She now holds annual luxury wild swimming retreats, which complement the agency’s main portfolio of bespoke adventure holidays. 

Simmonds, a self-described ‘evangelist’ for cold water swimming, describes the desire to complete the course as both personally and professionally motivated. 

Having already hosted wellness retreats on the Algarve in her late twenties, she’d always wanted to run similar events for her UK clients at Travel Matters. 

When the Covid-19 lockdown prevented people from taking holidays abroad, the importance of nature to general wellbeing also became all the more apparent to Simmonds. The restrictions on travel and widespread cancellations also left her with more free time, reinforcing her decision to pursue the development of the retreats. 

“Seeing as the world had shut down and nobody could travel, I thought, ‘Why not do this now?’,” Simmonds tells TTG Luxury. “I’ve always loved wild swimming myself – when I come out of the water, I feel invincible.” 

Simmonds knew she would have to gain a reputable qualification to host these events, however, due to the high-risk nature of cold water swimming.  

“You can’t be running these retreats and have a situation where there’s a problem in the water and nobody knows what they’re doing,” she says. “I could have just hired a lifeguard to do it, but I wanted to be the facilitator. It gives the retreats far more credibility, taking people’s safety to heart.” 

Simmonds enrolled in the Open Water Lifeguard course with the Royal Lifesaving Society UK, the country’s leading provider of water safety and drowning prevention education. The training, which involves both practical and theory modules over three days, qualifies candidates as “competent to provide supervision and rescue cover for planned, organised and risk-assessed activities in open water still, non-tidal”. 

“I would never have done these retreats without someone qualified, and I thought that someone should be me,” Simmonds says. “It was well worth it.” 

She adds the course wasn’t all smooth sailing, however, admitting she found it “challenging to be a student again”. 

“Learning something completely new was quite alien and stretching,” Simmonds says. “But I loved being pushed outside my comfort zone.” 

After receiving her qualification, Simmonds embarked upon designing the retreats. She teamed up with Georgia Jackson, a triathlon coach and artist who formerly worked as a pediatrician, to create a suitable programme. The first port of call was to select a location – a decision that came easily to Simmonds. Having long had an affinity to Scotland, it was the perfect place in the UK for her to launch the retreats. 

“My maiden name is Murray so I think my ancestors called me back!” she says. “I love the Highlands. I feel a real energy there.” 

Simmonds’ wild swimming retreats are today held at Loch Rannoch, a freshwater loch in Perth and Kinross that spans over nine miles in length. Clients stay in the local four-star hotel, where they will have full access to its spa facilities and enjoy meals prepared by the kitchen staff, over the course of five days and four nights. 

The daily schedule begins with breakfast at the Boat House, before heading to the loch for a morning swim. Clients will then participate in a creative workshop facilitated by Jackson, who will help them to develop their artistic skills in front of the stunning Loch Rannoch landscape. Phone usage is discouraged, to allow participants to disconnect from technology and be more present in their surroundings.

The success of the retreats, which have attracted several repeat customers, has highlighted to Simmonds the value of expanding your skillset as a travel agent. 

“If you want to do something that’s different to running a travel agency, go for it,” she says. “Whether it’s learning more about digital marketing, AI, photography, or wild swimming, it’s surely only going to complement your existing skills.”

Simmonds also warns however against taking on too many responsibilities: “Make sure your lifestyle balance is working for you because the last thing you want to do is have resentment or feel burnt out.” 

The retreats have enhanced brand recognition for Travel Matters, increasing the client base and creating more “buzz” around the business

For Simmonds, the investment in upskilling has had major benefits for the agency. She adds how the retreats have enhanced brand recognition for Travel Matters, increasing the client base and creating more “buzz” around the business. Even more importantly, they have allowed her to share her passion for wild swimming with others and create supportive fellowships for people from all backgrounds. 

“I’ve absolutely loved seeing clients become transformed and continue to adopt it into their lifestyle going forward,” she says.  

Get involved

Travel Matters is offering a commission of 10% for any agent who wants to book on behalf of a client. Simmonds is also keen to build the database of interested parties and invites anybody who would like her to organise a bespoke wild swimming experience to reach out.