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Swim School Business Plan [Sample Template]

Swim School Business

A swim school business is an organization or facility that offers swimming lessons and instruction to individuals of all ages and skill levels.

The primary purpose of a swim school is to teach people how to swim or to improve their existing swimming abilities. These schools are commonly operated as for-profit enterprises, but there are also non-profit organizations and community centers that provide similar services.

Swim schools play a crucial role in promoting water safety, physical fitness, and recreation. They offer valuable services to communities by teaching individuals how to swim and enjoy water-related activities while minimizing the risk of accidents and drowning.

Steps on How to Write a Swim School Business Plan

  1. Executive Summary

Phil Martins® Swim School, Inc. is a premier swim school dedicated to providing comprehensive swimming lessons and water safety instruction to the residents of Jacksonville, Florida.

Founded by Phil Martins, a seasoned swim instructor, and former competitive swimmer, the school has become a trusted name in the community, committed to instilling water confidence and swimming skills in individuals of all ages.

Our state-of-the-art facility has two indoor heated pools, designed to accommodate all levels of instruction. Equipped with modern amenities and a welcoming atmosphere, our facility ensures a positive experience for every student and their families.

  1. Company Profile

a. Our Products and Services

Swimming Lessons

We offer a wide range of structured swimming lessons tailored to meet the needs of different age groups and skill levels. Our certified instructors provide personalized instruction to ensure each swimmer’s progress and development.

Water Safety Education

Safety is our utmost priority. We conduct specialized water safety sessions to equip our students with essential survival skills, promoting responsible water behavior and risk awareness.

Adult Swim Program

It’s never too late to learn to swim. Our adult swim program caters to individuals of all abilities, from beginners to those seeking stroke refinement or training for competitions.

Parent-Child Classes

We believe in involving parents in their child’s aquatic journey. Our parent-child classes create a supportive and enjoyable learning environment for our youngest swimmers, fostering trust and comfort in the water.

b. Nature of the Business

Our swim school will operate the B2C – Business to consumer business model. We will offer our services directly to the end user without any middleman arrangement.

c. The Industry

Phil Martins® Swim School, Inc. will operate in the sports and recreation industry.

d. Mission Statement

At Phil Martins® Swim School, Inc., our mission is to create a safe, nurturing, and supportive environment where swimmers of all skill levels can learn and excel. We are dedicated to providing comprehensive swimming lessons and water safety education to individuals of all ages in Jacksonville, Florida.

Our goal is to instill water confidence, promote water safety, and foster a love for swimming, empowering our students to become confident and competent swimmers.

e. Vision Statement

Our vision at Phil Martins® Swim School, Inc. is to be the premier swim school in Jacksonville, Florida, and a recognized leader in aquatic education. We envision a community where every individual has access to high-quality swimming instruction, enabling them to enjoy water-related activities safely and confidently.

By continuously enhancing our teaching methods, staying at the forefront of water safety practices, and fostering a welcoming and inclusive environment, we aspire to create a place where students thrive and find joy in learning to swim.

f. Our Tagline (Slogan)

Phil Martins® Swim School, Inc. – “Dive into Water Mastery”

g. Legal Structure of the Business (LLC, C Corp, S Corp, LLP)

Phil Martins® Swim School, Inc. will be formed as a Limited Liability Company, LLC.

h. Our Organizational Structure
  • Chief Operating Officer (Owner)
  • Facility Manager
  • Administrative Assistant
  • Marketing and Sales Officer
  • Swimming Instructors
  • Customer Care Executive
  • Cleaners
  • Security Officers.
i. Ownership/Shareholder Structure and Board Members
  • Phil Martins (Owner and Chairman/Chief Executive Officer) 51 Percent Shares
  • James Marson (Board Member) 19 Percent Shares
  • Rhoda Hopewell (Board Member) 10 Percent Shares
  • Daniel Lakeside (Board Member) 10 Percent Shares
  • Chloe Saints (Board Member and Secretary) 10 Percent Shares.
  1. SWOT Analysis

a. Strength
  • Phil Martins® Swim School, Inc. has a team of experienced and certified instructors who are passionate about swimming and dedicated to providing high-quality instruction to students of all ages.
  • The swim school offers a comprehensive curriculum tailored to different age groups and skill levels, ensuring that each student receives personalized attention and appropriate training.
  • With two indoor heated pools and modern amenities, the school provides a comfortable and safe learning environment for students and their families.
  • Phil Martins® Swim School, Inc. has established a positive reputation in the local community for its commitment to excellence in teaching and water safety.
  • The school’s emphasis on water safety education sets it apart, addressing a crucial need in the community and attracting safety-conscious parents and students.
  • Phil Martins® Swim School, Inc. actively involves parents in the learning process for young swimmers, fostering a supportive and engaging learning experience.
b. Weakness
  • The school’s marketing efforts may be constrained, limiting its visibility to potential customers within the broader region.
  • Swimming lessons might experience fluctuations in demand throughout the year, with higher interest during warmer months and reduced interest in colder seasons.
c. Opportunities
  • The increasing population and interest in water-related activities in Jacksonville present an opportunity to tap into a larger customer base.
  • Introducing specialized programs, such as water fitness classes for adults or swimming teams for competitive swimmers, can attract a broader range of customers.
  • Partnering with local schools, community centers, and other organizations can lead to new outreach opportunities and potential student referrals.
  • Strengthening efforts to promote water safety and collaborating with community organizations can position the school as a leader in water safety education.
i. How Big is the Industry?

The sports and recreation industry that the swim school business is a part of is a significant sector within the global economy. As a matter of fact, in 2019, a report by PwC estimated the global sports market to be worth around $488.5 billion.

ii. Is the Industry Growing or Declining?

In recent times, the swim school industry had shown steady growth. Swimming is considered an essential life skill, and there has been a growing emphasis on water safety and drowning prevention, leading to increased demand for swimming lessons and instruction.

Additionally, the rising popularity of swimming as a form of recreation, fitness, and competitive sport has contributed to the industry’s growth.

iii. What are the Future Trends in the Industry?

As water safety awareness continues to grow, swim schools may place an even greater focus on water safety education and drowning prevention. Schools might offer specialized programs and certifications to promote safer swimming practices and further minimize water-related accidents.

Swim schools may increasingly develop adaptive swimming programs to cater to individuals with disabilities, ensuring that everyone has access to swimming lessons and water-related activities. These inclusive programs can provide personalized instruction to accommodate varying abilities and needs.

Swim schools may adopt more advanced technologies to enhance the learning experience. This could include underwater cameras for stroke analysis, virtual reality-based swimming simulations, or interactive apps to monitor progress and provide feedback to students and parents.

In response to changing circumstances and preferences, swim schools might incorporate virtual or blended learning options. Online lessons and video tutorials could complement in-person instruction, providing greater flexibility and accessibility for students.

iv. Are There Existing Niches in the Industry?

No, there are no niche ideas when it comes to the swimming school line of business. This is so because the swim school business is a niche idea in the sports and recreation industry.

v. Can You Sell a Franchise of Your Business in the Future?

Phil Martins® Swim School, Inc. has plans to sell franchises in the nearest future and we will target major cities with growing families in the United States of America.

d. Threats
  • The swim school faces competition from other local swim schools and aquatic programs, which could impact student enrollment.
  • Economic downturns or fluctuations may affect families’ disposable income, leading to reduced demand for non-essential services like swimming lessons.
  • Changes in safety regulations or licensing requirements may impact operational costs and procedures for the swim school.
  • Unexpected health crises or water-related incidents could result in temporary closures or public apprehension about enrolling in swimming lessons.
i. Who are the Major Competitors?
  • Other Local Swim Schools
  • Community Centers and Recreation Departments
  • YMCA and YWCA
  • Health Clubs and Fitness Centers
  • School Swimming Programs
  • Private Swim Instructors
  • Aquatic Centers and Water Parks
  • Competitive Swimming Clubs
  • Online Swim Instruction Platforms.
ii. Is There a Franchise for Swim School Business?

Yes, there are franchise opportunities for swim school business, and here are some of them;

  • Goldfish Swim School
  • British Swim School
  • Aqua-Tots Swim Schools
  • SafeSplash Swim School
  • Big Blue Swim School
  • SwimLabs Swim Schools
  • Little Otter Swim School
  • Foss Swim School
  • Tom Dolan Swim School
  • Hubbard Family Swim School.
iii. Are There Policies, Regulations, or Zoning Laws Affecting Swim Schools?

Yes, there are policies, regulations, and zoning laws that can affect swim school businesses in the United States of America. These laws and regulations vary depending on the specific location of the swim school and the state, county, or city in which it operates.

Swim schools are subject to health and safety regulations to ensure the well-being of their students and staff. This may include requirements for pool water quality, lifeguard certifications, first aid training, and emergency response plans. There may be regulations regarding the qualifications and certifications of swim instructors. Some states or localities may require instructors to hold specific certifications or meet certain training criteria.

The design and construction of swim school facilities, including the swimming pool and changing rooms, must comply with building and construction codes to ensure safety and accessibility. The swim school’s location must conform to the zoning regulations of the local jurisdiction.

Swim schools must adhere to the Americans with Disabilities Act (ADA) to ensure accessibility for individuals with disabilities. This includes providing accommodations and facilities that allow equal access to all.

  1. Marketing Plan

a. Who is Your Target Audience?

i. Age Range

Phil Martins® Swim School, Inc. offers swimming lessons and water safety education for children of all ages, starting from infants and toddlers up to pre-teens.

ii. Level of Education

No specific education level is required for the target audience. The swim school welcomes children at all educational levels, from preschool to elementary school.

iii. Income Level

Phil Martins® Swim School, Inc. caters to families with disposable income to invest in their children’s extracurricular activities, including swimming lessons.

iv. Ethnicity: The swim school is inclusive and welcomes children from diverse ethnic backgrounds. It strives to create a multicultural and accepting environment for all students.

v. Language

The primary language used for instruction and communication is English. However, the swim school may provide bilingual instructors or support materials to accommodate non-English speakers.

vi. Geographical Location

The target audience resides in Jacksonville, Florida, and surrounding areas. The swim school aims to serve the local community and nearby neighborhoods.

vii. Lifestyle

The swim school appeals to families who prioritize physical fitness, water-based activities, and safety. They may have an interest in other outdoor or sports-related activities.

b. Advertising and Promotion Strategies
  • Host Themed Events That Catch the Attention of Potential Clients.
  • Tap Into Text Marketing.
  • Use FOMO to Run Photo Promotions.
  • Share Your Events in Local Groups and Pages.
  • Turn Your Social Media Channels into a Resource
  • Develop Your Business Directory Profiles
  • Build Relationships with schools and related organizations in our Area
i. Traditional Marketing Strategies
  • Marketing through Direct Mail.
  • Print Media Marketing – Newspapers & Magazines.
  • Broadcast Marketing -Television & Radio Channels.
  • OOH Marketing – Public Transit like Buses and Trains, Billboards, Street shows, and Cabs.
  • Leverage direct sales, direct mail (postcards, brochures, letters, fliers), tradeshows, print advertising (magazines, newspapers, coupon books, billboards), referral (also known as word-of-mouth marketing), radio, and television.
ii. Digital Marketing Strategies
  • Social Media Marketing Platforms.
  • Influencer Marketing.
  • Email Marketing.
  • Content Marketing.
  • Search Engine Optimization (SEO) Marketing.
  • Affiliate Marketing
  • Mobile Marketing.
iii. Social Media Marketing Plan
  • Start using chatbots.
  • Create a personalized experience for each of our clients.
  • Create an efficient content marketing strategy.
  • Create a community for our freelance marketers and influencers.
  • Gear up our profiles with a diverse content strategy.
  • Use brand advocates.
  • Create profiles on relevant social media channels.
  • Run cross-channel campaigns.
c. Pricing Strategy

Phil Martins® Swim School, Inc. will adopt the following pricing strategies:

  • Cost-Plus Pricing
  • Value-Based Pricing
  • Competitive Pricing
  • Dynamic Pricing
  • Bundle Pricing

Please note that our pricing strategy is based on a careful analysis of the costs and profitability of the business, as well as the needs and preferences of the target customer base.

  1. Sales and Distribution Plan

a. Sales Channels

Our channel sales strategy will involve using partners and third parties—such as referral partners, affiliate partners, freelance marketers, and social media influencers to help refer clients to us.

Phil Martins® Swim School, Inc. will also leverage the 4 Ps of marketing which is the place, price, product, and promotion. By carefully integrating all these marketing strategies into a marketing mix, we can have a visible, in-demand service that is competitively priced and promoted to our patients and donors.

b. Inventory Strategy

The fact that we will need swim school supplies per time means that Phil Martins® Swim School, Inc. will operate an inventory strategy that is based on a day-to-day methodology for ordering, maintaining, and processing items in our warehouse.

We will develop our strategy with the same thoroughness and attention to detail as we would if we were creating an overall strategy for the business.

c. Payment Options for Customers

Here are the payment options that Phil Martins® Swim School, Inc. will make available to her clients.

  • Bank Transfers
  • Credit or Debit Card
  • Cash
  • Checks
  • Electronic Payment Systems such as PayPal or Venmo.
d. Return Policy, Incentives, and Guarantees

Return Policy

As a Swim school, we will implement a return policy that allows customers to cancel their booking or reschedule for a future date if they are unable to attend due to unforeseen circumstances.


To encourage repeat business and positive customer reviews, we will offer various incentives to customers. We will offer loyalty programs where customers earn points for every visit and can redeem them for discounts or freebies. We will also offer special discounts to customers who refer friends or family to our swim school.

We will also offer promotions or themed events during holidays or special occasions, such as Halloween or Valentine’s Day.


As a swim school, we will guarantee the safety and quality of our services to our customers. We will do this by ensuring that our swimming pools and all equipment are well-maintained and that all staff are trained in safety protocols and are available to assist customers as needed.

e. Customer Support Strategy
  • We will prioritize exceptional customer service to create a positive and welcoming atmosphere for students and parents.
  • Regularly collect feedback from students and parents to assess satisfaction and identify areas for improvement.
  • Address any concerns or issues promptly to maintain a high level of customer satisfaction.
  1. Operational Plan

  • We will secure a suitable location with easy accessibility and ample parking for students and their families.
  • Set up the swim school facility with two indoor heated pools, changing rooms, observation areas for parents, and administrative offices.
  • Ensure all pool equipment, teaching aids, and safety gear are in excellent condition and regularly maintained.
  • Develop a comprehensive swim curriculum that caters to various age groups and skill levels.
  • Create detailed lesson plans for each level, focusing on skill development, stroke technique, and water safety.
  • Continuously update and improve the curriculum based on student feedback and industry best practices.
a. What Happens During a Typical Day at a Swim School?
  • Before opening the doors, staff at the center typically clean the facility, inspect the equipment, and make sure everything is in good condition
  • Throughout the day, staff members monitor customers and the swimming pool and facility to ensure that everyone is following safety protocols and that equipment is in good working condition.
  • Staff members also answer questions from customers regarding the facility, booking inquiries, or general inquiries about the game.
  • At the end of the day, staff members clean up the swimming pools, and the facility and prepare it for the next day.
b. Production Process

There is no production process when it comes to a swim school business.

c. Service Procedure
  • Prospective students and their parents inquire about swimming lessons through the website, by phone, or in person.
  • The administrative staff provides information about the swim school’s programs, class schedules, and fees.
  • Parents complete the enrollment forms and submit necessary documents, such as medical information and waivers.
  • Based on the student’s age, swimming ability, and class availability, the administrative staff assigns the student to an appropriate class level.
  • Students learn essential safety skills, such as floating, proper breathing, and water entry and exit techniques.
  • Certified swimming instructors conduct the lessons based on the swim school’s curriculum and lesson plans.
  • Each lesson focuses on skill development, stroke technique, and water safety, tailored to the student’s level of ability.
  • Instructors regularly assess each student’s progress and provide feedback to both the student and their parents.
  • Progress reports are periodically shared with parents to keep them informed of their child’s swimming development.
d. The Supply Chain

Phil Martins® Swim School, Inc. will establish a business relationship with wholesale supplies of swim school supplies and merchandise.

e. Sources of Income

The primary source of income for the swim school would be the fees charged for swimming lessons. These fees would vary depending on the age group, class level, and duration of the lessons. Phil Martins® Swim School, Inc. could offer private or semi-private lessons for individuals or small groups willing to pay a premium for more personalized instruction.

The swim school could host birthday parties or special events in their facility, charging a fee for private pool access and entertainment. The swim school could sell branded merchandise like swim caps, towels, t-shirts, and water bottles, providing an additional revenue stream and promoting brand awareness.

  1. Financial Plan

a. Amount Needed to Start Our Swim School?

Phil Martins® Swim School, Inc. would need an estimate of $1.2 million to successfully set up our swim school in the United States of America. Please note that this amount includes the salaries of all our staff for the first month of operation.

b. What are the Costs Involved in Opening a Swim School?
  • Business Registration Fees – $750.
  • Legal expenses for obtaining licenses and permits – $7,300.
  • Marketing, Branding, and Promotions – $5,000.
  • Business Consultant Fee – $2,500.
  • Insurance – $5,400.
  • Rent/Lease (Swimming Pools) – $550,000.
  • Operational Cost (salaries of employees, payments of bills et al) – $70,000
  • Start-up inventory – $25,000
  • Store Equipment (cash register, security, ventilation, signage) – $4,750
  • Equipment and maintenance – $20,000
  • Website: $600
  • Opening party: $3,000
  • Miscellaneous: $2,000
c. Do You Need to Build a Facility? If YES, How Much Will It Cost?

Phil Martins® Swim School, Inc. will not initially build a new facility for our swim school; we intend to start with a long-term lease and after 5 years, we will start the process of acquiring our own facility.

d. What are the Ongoing Expenses for Running a Swim School Business?
  • Rent or lease payments
  • Utilities such as electricity, gas, water, and other utilities needed to operate the facility
  • Equipment maintenance
  • Insurance
  • Staff salaries.
  • Marketing and advertising
  • Supplies such as swim school accessories and other supplies like cleaning materials, first aid kits, and office supplies.
  • Taxes and permits
  • Credit card processing fees
  • Renting additional equipment.
e. What is the Average Salary of your Staff?
  • Chief Executive Officer (Owner) – $55,000 per year
  • Facility Manager – $40,000 per year
  • Administrative Assistant – $36,0000
  • Marketing and Sales Officer – $35,000 per year
  • Swimming Instructor – $35,000 per year
  • Customer Care Executive – $25,396 per year
  • Cleaners – $22,000 per year
  • Security Officers – $21,150 per year.
f. How Do You Get Funding to Start a Swim School Business?
  • Raising money from personal savings and sale of personal stocks and properties
  • Applying for a loan from your bank/banks
  • Pitching our business idea and applying for business grants and seed funding from the government, donor organizations, and angel investors
  • Source for soft loans from our family members and friends.
  1. Financial Projection

a. How Much Should You Charge for Your Product/Service?

On average, swimming lessons at a swim school in the U.S. can range from $15 to $50 per lesson for group classes. Private lessons typically cost more, with prices ranging from $30 to $100 per lesson or more. Some swim schools offer discounted rates for package deals, monthly memberships, or seasonal promotions.

b. Sales Forecast?
  • First Fiscal Year (FY1): $360,000
  • Second Fiscal Year (FY2): $470,000
  • Third Fiscal Year (FY3): $560,000
c. Estimated Profit You Will Make a Year?
  • First Fiscal Year (FY1): (20% of revenue generated)
  • Second Fiscal Year (FY2): (25% of revenue generated)
  • Third Fiscal Year (FY3): (30% of revenue generated)
d. Profit Margin of a Swim School 

The ideal profit margin we hope to make at Phil Martins® Swim School, Inc. will be between 10 and 25 percent on service charges.

  1. Growth Plan

a. How do you intend to grow and expand? By opening more retail outlets/offices or selling a franchise?

Phil Martins® Swim School, Inc. will grow our swim school business by first opening other facilities in key cities in the United States of America within the first five years of establishing the organization and then will start selling franchises from the tenth year.

b. Where do you intend to Expand to and why?

Phil Martins® Swim School, Inc. plans to expand to

  • Los Angeles, California
  • Chicago, Illinois
  • New York City, New York
  • Boston, Massachusetts
  • Philadelphia, Pennsylvania
  • San Francisco, California
  • Miami, Florida
  • Houston, Texas
  • Indianapolis, Indiana
  • Portland, Oregon.

The reason we intend to expand to these locations is the fact that these cities have a thriving market for swim school facilities and indoor sports entertainment centers generally.

  1. Exit Plan

The founder of Phil Martins® Swim School, Inc. plans to exit the business via family succession. We have positioned structures and processes in place that will help us achieve our plan of successfully transferring the business from one family member to another and from one generation to another without difficulties.

The company has successfully developed a detailed transition plan to smoothly hand over responsibilities to the new successor. This includes transferring ownership, training key personnel, and communicating with employees, customers, and suppliers about the change.