For generations, the Christmas Day Polar Bear Swim has brought together swimmers, families and supporters for one of Guernsey’s most treasured festive traditions.
For decades, Jo Norman BEM was at the heart of this special occasion, welcoming participants, supporting the event and helping to make Christmas Day at La Vallette such a memorable experience for so many.
Jo dedicated more than 50 years of her life to Guernsey Swimming Club, inspiring generations of swimmers, teachers, coaches and volunteers. Her enthusiasm, commitment and passion for swimming left an extraordinary legacy, both within the club and across the wider island community.
Renaming the Polar Bear Swim in her memory is a fitting tribute to everything she gave to the sport and ensures that her name will remain closely associated with a tradition she cared so deeply about.
To mark this special new chapter, the club is also delighted to unveil a new event identity, thoughtfully created with the help of Studio Caroline. We would like to extend our sincere thanks for their creativity and support in bringing the new Jo Norman BEM Memorial Polar Bear Swim logo to life.
Alongside the new identity, we are excited to introduce an exclusive collection of Jo Norman BEM Memorial Polar Bear Swim merchandise, featuring a beanie, bobble hat and towel.
These limited-edition items offer a special way to celebrate the tradition and remember Jo, while also making lovely Christmas gifts.
We hope to have the merchandise available in time for Christmas, subject to supplier delivery.
Orders must be placed using our online order form by 6pm on Thursday 22 October 2026.
Order your Polar Bear Swim merchandise here
As we look ahead, Guernsey Swimming Club looks forward to continuing this wonderful Christmas Day tradition, welcoming familiar faces and new participants alike, and ensuring Jo’s memory and legacy live on for generations to come.
