Peter Merrifield founded the Support When it Matters Enterprise CIC (SWIM) off the back of his own recovery - after battling addiction and mental health challenges in his past. He recognised and saw for himself the lack of connection between services and communities in need.
Published: October 2nd, 2025
5 min read
Peter's life philosophy is rooted in the profound gratitude of being given a second chance. His journey is a testament to the power of altruistic love and community support. Having received unconditional help from others who had no personal gain in mind, he made a deeply personal commitment to give back – what he calls "the rent I pay for being given a second chance at life."
"It's a movement," Peter explains, highlighting how communities that have historically struggled can find solutions through collective empowerment.
The black-owned and led organisation estimates helping 600+ people over the last two years into recovery and housing - working across 12 boroughs including Hackney, Islington, Barnet and Westminster. Other full time staff members also have the lived experience - moving from addiction to facilitating recovery for others. They’re able to talk about the unique issues that black and dual heritage males face in navigating the system when they need support, what SWIM does, and their own personal stories.
SWIM owns a number of properties across london and offers 70+ bed spaces to those in housing need, They’re also securing planning permission for nine new social housing homes in Hackney, Peter's hometown, and applying to become a registered social housing provider. Alongside this SWIM plan to create a presence in a new cultural centre in Islington this year.
The service is currently expanding to Preston, Lancashire with a recruitment drive and the next three years will see the organisation expanding into the north, and Midlands. But this isn't growth for growth's sake. Each expansion is carefully considered, targeting areas with communities that can most benefit from their specialised, compassionate approach.
Peter's ultimate goal is to hand over an organisation that's not just financially resilient but deeply anchored in the communities it serves. An organisation that can continue the mission of support, empowerment, and transformative change.
For Peter, being a trailblazer isn't about comfort – it's about creating constructive discomfort. He identifies qualities in other trailblazers including:
· Willingness to take risks
· Deep-rooted belief in one's vision
· Unconscious competence that can be developed into conscious competence
· Ability to constructively disrupt existing systems
· Persistent belief that "anything is possible"
"There will always be someone that says 'yes'," he notes. "You may get many no, thank yous at the beginning, but anything is possible."