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About Us

Meet Our Founders: Jeremy and Elizabeth

Swim Shady was born from a mission to redefine beach days with innovative, stylish solutions—starting with The Swim Shady, a compact, lightweight beach shade designed for effortless sun protection.

Jeremy, Co-Founder and Company Director of Swim Shady, grew up on the iconic beaches of Sydney. With a background in the world of sports, he brings a fresh perspective to beach life, driven by a passion for creating innovative and practical solutions that enhance the coastal experience.

Elizabeth, Co-Founder and the strategic powerhouse behind Swim Shady, brings a sharp, analytical mindset from her background in finance. Her keen understanding of Australia’s alarming skin cancer rates and dedication to sun-safe living became key motivators behind the development of the brand.

Their journey began in the summer of 2021 during a beachside date that turned frustrating due to a cumbersome and dated beach umbrella. Determined to create a better solution, they developed The Swim Shady - an innovative, lightweight product designed for modern beach lovers. Featuring an intuitive, tool-free setup, adjustable canopy, UPF 50+ protection, and a compact design, The Swim Shady strikes the perfect balance of practicality, portability and style.

Today, Jeremy and Elizabeth share a passion for effortless beach experiences. Together, they continue to enhance outdoor adventures, making them safer and more enjoyable for everyone.

The Swim Shady Experience - By Jeremy

In my previous career as a sports administrator, I had the unique opportunity to study fan experience closely. We surveyed thousands of attendees to understand what made their day at the stadium memorable. 

Surprisingly, the most valued aspects of their experience were not the game results, the entertainment, or the price of food and beverage but the journey to the venue and the ease of leaving it. From the moment fans left home, finding parking, and arriving at their seats to the process of leaving smoothly afterward—these were the moments that shaped their overall experience - and it was surprising to learn. 

We realised that the beach experience is no different and it was these insights that helped us conceptualise and develop Swim Shady.

A beach day isn’t just about the hours in the sun—it starts the moment you leave home and continues until you return. For many people, particularly those going to the beach solo; bulky, heavy and inconvenient shade options meant they simply chose to go without. Swim Shady is committed to making every step as seamless, enjoyable and sun safe as possible.

Arriving at the Beach—Effortlessly, Anywhere in the World

We understand consumers want convenience from start to finish and we wanted a shade device that works with, not against, the journey. 

The Swim Shady’s lightweight, compact design means you can grab it and go, without being weighed down. Whether you’re taking the car, walking, biking, scootering or even catching public transport, The Swim Shady’s portability makes it easy to reach the beach without the hassle of hauling heavy gear. And for those exploring unfamiliar destinations—whether a tropical overseas location or a hidden domestic beach—The Swim Shady keeps things simple. With a design that’s easy to navigate through unknown terrain and logistics, it’s the perfect companion for any adventure.

And what’s more to love?! Once you’re at the beach, setup takes under 30 seconds, so you’re free to start enjoying your downtime at the beach right away. If you can find space for your towel, you've found space for your shade!

Leaving the Beach—Easy and Quick

The beach is a place to relax, not to struggle with bulky equipment. The Swim Shady’s unique, easy-fold design allows for a quick disassembly when it’s time to go. No more frustration with tangled ropes or wrestling with oversized shade devices. Whether you need to leave quickly due to weather, a change of plans, or simply because you’re ready to go, The Swim Shady makes packing up a breeze. It’s designed to fit perfectly into our Swim Bags—lightweight, over-the-shoulder, and easy to carry—making the walk back to your car, apartment, or other transport smooth and effortless.

Fashion Meets Function

The Swim Shady is more than just practical—it’s stylish, too. With a sleek, fashion-forward look, it’s designed for those who want a shade solution that stands out in all the right ways. 

Its innovative design moves the pole from the centre, as found in the traditional beach umbrella, to the end. This shift maximises space and shade, giving you unobstructed views and more room to relax. The Swim Shady's aesthetic adds a touch of cool to any beach scene, making it the perfect blend of form and function.

We believe that your time on the beach should be focused on the moments that matter, not on logistics. By reimagining the shade experience to be lightweight, quick, and fashionable, we’re helping solo beachgoers and those who may have previously left shade behind, make the most of their day, from start to finish.


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Business Hours: 9AM - 6PM (Monday to Friday)

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