An example of a brand (or brand sponsored) community that is worth keeping an eye on. What Speedo have recognised is that people are far more interested in swimming than they are in Speedo - therefore rather than create a generic Speedo community, they have created a community to help serious swimmers improve swimming training. The community has a defined benefit and reason to join (something many brand communities lack). It does not rely on members to create and share content (something many are reluctant to do). Instead it encourages - but does not require - members to create connections (an easier form of behaviour) relying for content on either relevant information provided centrally (locations of pools, coaching tips) or content provided by its existing brand ambassadors. - Richard Stacy