I’ve had swimming in my genes for longer than I can remember. With my grandfather running a local pool and coaching when he first immigrated from Austria to Australia, to my parents both being swimming coaches and running a learn to swim business in country Victoria I’ve always been in the water.

After making multiple National finals and coaching a Masters team to five National club championships I started Effortless Swimming. I realised the traditional coaching methods I’d been taught growing up didn’t work for a lot of swimmers (especially those without a swimming background). Effortless Swimming was a way to work with and share the methods that I’d had success with, with a larger audience from all over the world.




First National Championship Final (200 Breaststroke)

I made my first National final qualifying in the 200 breaststroke at the Australian National Age finals. I continued to compete at a National level for six years in the 200 IM, 400 IM, 200 Freestyle, 400 Freestyle.

Head coach at Melbourne University

Began as head coach at Melbourne University which I continued to do for two years working with a mix of swimmers, triathletes and open water swimmers. This is where I began to realise the conventional methods of coaching didn’t work for everyone.


Head coach at Powerpoints
Masters Swimming Club

Started as Head coach of Powerpoints Master Swimming club in Melbourne which I’d continue for 9 years, helping lead the team to five Founder’s trophy’s (highest club point score at a National Championship) in 2009, 2012, 2013, 2014, 2016.


Effortless Swimming was born

After having success with adults of many different backgrounds and discovering the ‘conventional’ coaching methods weren’t working for everyone, Effortless Swimming began as a way to share these methods with people all over the world. We began sharing our coaching methods on Youtube which
quickly grew into millions of views.

First freestyle program released

The Mastering Freestyle program was the first product we released that gave swimmers step-by-step instruction to improve their freestyle. This featured Australian team swimmer Sam Ashby and quickly sold thousands of copies.

First of five Australian National
Championships as head coach
of Powerpoints

(2009, 2012, 2013, 2014, 2016)


Winner of Australian National Masters Swim Coach of
the Year

Effortless Swimming online coaching starts

Originally called ’Swimprove’ but later rebranded to the Effortless Swimming membership. Swimmers send in videos online for a full technique analysis and stroke correction plan, as well as having private coaching with Brenton Ford and access to hundreds of workouts and technique videos.


First ‘Hell Week’ swim camp run in Thailand

Now our signature training camp which sells out every year, the Hell Week camp is held at Thanyapura sports resort in Phuket, Thailand. Athletes are taken through an intensive week of technique development with multiple filming opportunities, challenging training sessions mixed with beautiful open water swims and time to relax.

‘Effortless Freestyle’ DVD released

An updated version of our Mastering Freestyle program which comprehensively covered every aspect of freestyle technique with a wide range of drills and exercises to make changes to your stroke


‘Art of Triathlon Swimming’ released

Featuring two of Australia’s best professional triathletes Clayton Fettell and Annabel Luxford, this became the ‘go to’ program for triathletes wanting to develop their swim leg.

First Freestyle Clinic held in Melbourne, Australia

These freestyle clinics quickly gained popularity because of their unique approach with underwater filming and video analysis with over 1,600 swimmers around Australia having taken part in them.


Swim Course Record For 25-29 Age Group at Ironman Taupo

I chose to train towards an Ironman event as a thing to tick off my ’bucket list’ and better understand how your swimming changes when training for triathlon. I broke the 25-29 year age group swim course record in a time of 47:01 and narrowly missed the all-time age group record by 1 second.

Hired by the Melbourne Fire Brigade to train their SWIFT Water Rescue team


First form stroke clinics held in Melbourne, Australia


First Hawaii swim camp run in Waikiki


First Noosa Swim Camp Run
In Australia


Began working with large companies to train their staff

We've worked with companies such Macquarie Bank, MLC and Red Energy to improve the swimming and wellbeing of their staff


Join the 5 Day Catch Challenge
for Only $10


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Brenton and Mitch were great to work with at the clinic, Good to get video analysis to work on straight away, practice some new drills and go home knowing what you need to work on.

Alex McFadyen