NORMA Macleod set up Immerse Hebrides in July after doing a triathlon in her thirties following a 20-year break from competitive swimming. Macleod soon fell in love with outdoor swimming in Stornoway and when she decided to turn it into a business, her tours were fully booked within the first two weeks.
Name: Norma Macleod
Age: 44
Position: Founder
WHAT IS THE BUSINESS CALLED?
Immerse Hebrides
WHERE IS IT BASED?
Stornoway, Outer Hebrides
WHY DID YOU SET UP THE BUSINESS?
I WAS a competitive swimmer when I was a teenager. I forgot about it for a while then did a triathlon in my thirties and decided I wanted to do something with it. I found a lot of friends through it and set up the business this year. We have only been going for four months. It exploded and within two weeks we were fully booked. I have always wanted my own business. I have come up with so many ideas over the years, it’s just something I enjoy doing. I started outdoor swimming and got addicted to the call of the sea and that’s how it started. I love taking people out socially and I was part of a triathlon club. It developed from here. I took a leap of faith this year and it has really worked out.
HOW DOES IT WORK?
WE run swimming trips and have bookings for holidays next year. I’ve got two groups who do it regularly every week in winter. The downside is it can be subject to cancellation but if the weather is bad we can usually find a more sheltered place to swim. It’s exhilarating. People say they feel immersed in nature. If the water is cold, it is more of a challenge and people get a buzz when they come out.
WHAT IS YOUR TARGET MARKET?
I’VE got a competitive side in me so I thought it would be swimmers because of the challenge the cold brings. I soon realised that’s not a big market. The big market is dippers – people who want to do it for the mental health benefits. When I set it up I initially focused on holidays for long distance swimmers but I had to turn it around quite quickly. I’m getting regular bookings for holidays for next year. I can cater for any swimmer. We have specific weekends like a swim yoga retreat in May which will involve early morning swims and yoga. It’s a fully catered, all-inclusive weekend. Nearly half the spaces are booked on that. Another one on Harris is nearly booked. Another five-star luxury week will be announced soon in one of the best places on the island. Outdoor swimming is definitely a trend on social media. One of the main reasons people do it is mental health. It tends to be people who have had a bad year and want to unwind. People get a new mindset. I’ve never seen people come out of the water without a massive smile and I haven’t had anyone who hasn’t come back.
HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
WHEN I set it up I wasn’t aware of anyone else doing it. Other companies are doing it globally but ours is remote, unique and wild which offers a challenge. I recently swam around the Greek islands where it is warm and you are guaranteed a lovely tan and a great swim, but I think you feel better after a challenge.
I want to keep it unique and personal in the future so I can still cater to different groups and make it bespoke.
IS SCOTLAND A GOOD PLACE TO RUN A BUSINESS?
IT is 100% a good place to run a business. I love Scotland and everywhere I go I say we’re so lucky here. I was in Cyprus recently swimming but there’s more scenery here. I can’t see anywhere else that is so diverse for tourism – there’s lots in the Outer Hebrides.
WHAT DO YOU ENJOY MOST ABOUT RUNNING THE BUSINESS?
IT’S my business so I can run it my way. I have always wanted to have my own business. I love what I do and see other people loving it. I know people will try it, love it and come back which makes it very rewarding.
WHERE DO YOU HOPE THE BUSINESS WILL BE IN 10 YEARS’ TIME?
IT’S just me running it at the moment. I take advice from my husband about the water because he’s familiar with it. He works in the North Sea and helps when he’s home. I feel it will grow into a family business eventually. I want to run breaks in wild Atlantic places for swimmers.
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