Big Blue Swim School
Big Blue Swim School is a franchised swim lesson provider offering curriculum-based, distance-progressed instruction for children and adults across 55 open U.S. locations, with 170+ additional schools in development. It serves suburban families through weekly recurring memberships powered by its proprietary LessonBuddy™ scheduling and tracking platform.
- Company typePrivate
- Founded2009
- HeadquartersWilmette, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Big Blue Swim School does
Big Blue Swim School is a franchise-based children's swim instruction company founded in 2009 by U.S. National Champion swimmer Chris DeJong. Operating under the legal entity Northshore Swim Science, LLC (Illinois), the company delivers curriculum-driven, distance-based weekly swim lessons to families with children from 3 months through adult, with its core customer base being suburban families with children ages 3 months to 12 years. The business runs 55 open franchise locations across 17 U.S. states with 170+ additional schools in development, and it has taught more than 11 million lessons cumulatively.
The company's core products are five age- and skill-tiered lesson programs (Baby Blue, Bright Blue, Bold Blue, Big Blue, and Adaptive Swim) built on a 10-step "Big Moments Journey" curriculum, supplemented by Super Improver Clinics, Drop-In Lessons, and Adult Lessons. Underpinning operations is the proprietary LessonBuddy™ technology platform, which provides scheduling, real-time progress tracking, family communication, and make-up lesson management via a parent web portal and a dedicated mobile app. Facilities are purpose-built with 90-degree heated pools and standardized layouts (e.g., 7,000 sq ft, 10-lane configurations).
The business operates a hybrid revenue model: (1) ongoing recurring revenue from franchise-level weekly lesson memberships billed monthly plus an annual membership fee per student; (2) one-time franchise fees of $50,000 per new location with total franchise investment ranging from $2.1M to $3.8M; and (3) ancillary programs such as Super Improver Clinics. Customer acquisition combines digital marketing, content (Big Blue Blog), local outreach, referral programs, and a Water Safety Advocacy program targeting pediatricians and community partners. The company serves a distributed consumer base of families at the individual location level, while its B2B franchisee channel comprises multi-unit and single-unit operators meeting minimum financial thresholds of $2.5M net worth and $1M liquid capital.
Big Blue Swim School firmographics
Firmographics- Name
- Big Blue Swim School
- Legal name
- Northshore Swim Science, LLC
- Website
- https://bigblueswimschool.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Big Blue Swim School is a franchised swim lesson provider offering curriculum-based, distance-progressed instruction for children and adults across 55 open U.S. locations, with 170+ additional schools in development. It serves suburban families through weekly recurring memberships powered by its proprietary LessonBuddy™ scheduling and tracking platform.
- Ownership category
- akta.pro rank
Big Blue Swim School industry classification
Industry- Product category
- Children's Swim Instruction
- NAICS
- Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)
- akta.pro secondary industry
- Aquatic Centers & Swimming Facilities (MPAKAEAF)
Keywords
Where Big Blue Swim School is headquartered
LocationHeadquarters
- HQ city
- Wilmette
- HQ country
- United States
- HQ region
- North America
Offices62 records
Markets served
Big Blue Swim School business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Weekly Swim Lessons (Subscription): Membership-based weekly swim lesson model billed monthly on the first of each month. Families pay per lesson based on curriculum level, with rates varying by location. 30-day notice required for cancellation.
- Franchise Fees: Initial franchise fee of $50,000 for new franchisees. Total investment ranges from $2,108,000 to $3,760,500 per location.
- Annual Membership Fee: Annual membership fee charged per student upon enrollment and on annual anniversary. Covers scheduling flexibility, 15 free make-up lessons per year, family discounts, progress tracking in app, and graduation ribbons.
- Super Improver Clinics: 4-day intensive swim programs that must be paid in full at enrollment, not refundable or transferrable. Additional revenue stream beyond weekly lessons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Baby Blue (3 months - 2 years) |
| Subscription | Monthly | Bright Blue (3-5 years) |
| Subscription | Monthly | Bold Blue (6+ years beginner) |
| Subscription | Monthly | Big Blue (6+ years advanced) |
| Subscription | Monthly | Adaptive Swim |
| Unit Pricing | Pay-as-you-go | Drop-In Lessons |
| Subscription | Monthly | Adult Lessons (13+ years) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Big Blue Swim School product offering
Product offeringCore offering
Big Blue Swim School is a franchised provider of structured, distance-based children's swim instruction delivered through 55+ purpose-built swim school facilities across 17 U.S. states. Lessons follow an Olympian-designed 10-level curriculum segmented by age and ability (Baby Blue 3 months–2 years, Bright Blue 3–5 years, Bold Blue and Big Blue for ages 6+, Adaptive Swim for children with special needs), with additional programs including Super Improver Clinics, Drop-In Lessons, and Adult Lessons. All operations run on a membership-based recurring subscription model supported by the proprietary LessonBuddy platform for scheduling and progress tracking.
Product overview
Big Blue Swim School is a franchised swim lesson provider offering a unified curriculum-based product portfolio centered on progressive, distance-based swim instruction. The core offering consists of five age- and skill-tiered lesson programs (Baby Blue, Bright Blue, Bold Blue, Big Blue, and Adaptive Swim) that form a 10-step progression pathway called the Big Moments Journey. Supporting the core lessons are supplementary programs including Super Improver Clinics (intensive skill acceleration), Drop-In Lessons (flexible add-on classes), and Adult Lessons. All programs are powered by the proprietary LessonBuddy™ technology platform, which provides scheduling, progress tracking, and parent communication via a mobile app and web portal. The company operates on a membership-based model with weekly perpetual lessons and offers franchise opportunities across the United States.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 88% reduction in drowning risk with formal swim lessons
- +2 more outcomes
Companies that use Big Blue Swim School
Customer profileSegments4 records
Ideal customer profiles4 records
Big Blue Swim School technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Big Blue Swim School partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Swim Angelfish / Swim WhispererscoreSelect Big Blue Swim School locations have instructors certified and trained in the Swim Whisperers method developed by Swim Angelfish. This method provides specialized strategies to adapt lessons for children of all abilities, including those with sensory, motor, or cognitive challenges. The certification enables Big Blue to offer Adaptive Swim lessons at participating locations.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Big Blue Swim School competitors and assessment
Company assessmentDirect peers
- Goldfish Swim School: Largest direct competitor — franchised swim school with 160+ locations across North America offering tiered, curriculum-based swim lessons for children. Same franchise model, same target customer (suburban families), same membership pricing structure; widely viewed as the market leader in the franchise swim category.
- Aqua-Tots Swim Schools: Established franchised swim school with 100+ locations offering year-round swim instruction for children ages 4 months to 12 years. Same franchise model, same age-tiered curriculum approach, same membership billing; one of the longest-tenured competitors in the franchise swim space.
- SafeSplash Swim School: Specialized swim instruction franchise focused on water safety and survival skills for children, with multiple locations across the U.S. Operates a similar franchise model with curriculum-based lessons and direct-to-consumer family enrollment at each location.
- British Swim School: Franchised swim school with 100+ U.S. locations offering curriculum-based swim lessons for all ages, often co-located within hotels and fitness centers. Same franchise-driven growth model, similar suburban family target, similar tiered lesson offerings.
- Emler Swim School: Texas-based franchised swim school with multiple locations offering curriculum-based swim instruction for children, with strong regional brand presence. Operates the same franchise model with tiered programs and recurring lesson billing; comparable in scale and customer focus.
- Sunsational Swim School: National swim instruction provider with both at-home/private and facility-based lessons for children and adults. Same target customer (families seeking structured swim instruction) and curriculum-based approach, though delivery model differs (mobile instructors rather than dedicated facilities).
- SwimJim: Regional swim school with multiple NYC-area locations offering year-round, curriculum-based lessons for children and adults. Comparable curriculum structure and family customer focus, though smaller and more geographically concentrated than Big Blue.
Broad incumbents
- YMCA: National nonprofit operator of recreation facilities that offers swim lessons as part of a broader membership-based fitness, child care, and community programming portfolio. Represents Big Blue's most significant broad-based competitor for entry-level family swim instruction, though swim is not its primary offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Big Blue Swim School social profiles
Digital presenceBig Blue Swim School financial estimates
Financial estimateRevenue estimate
Valuation estimate
Big Blue Swim School leadership team
Management profileNumber of profiles
Profiles6 records
Big Blue Swim School funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Big Blue Swim School M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Big Blue Swim School
What does Big Blue Swim School do?
Big Blue Swim School is a franchised provider of structured, distance-based children's swim instruction delivered through 55+ purpose-built swim school facilities across 17 U.S. states. Lessons follow an Olympian-designed 10-level curriculum segmented by age and ability (Baby Blue 3 months–2 years, Bright Blue 3–5 years, Bold Blue and Big Blue for ages 6+, Adaptive Swim for children with special needs), with additional programs including Super Improver Clinics, Drop-In Lessons, and Adult Lessons. All operations run on a membership-based recurring subscription model supported by the proprietary LessonBuddy platform for scheduling and progress tracking.
Is Big Blue Swim School a public or private company?
Big Blue Swim School is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Big Blue Swim School founded?
Big Blue Swim School was founded in 2009. It employs 101 to 250 people.
Where is Big Blue Swim School based?
Big Blue Swim School is headquartered in Wilmette, United States, in the North America region.
How does Big Blue Swim School make money?
Four revenue lines are on record. Weekly Swim Lessons (Subscription) is the primary driver. The others are franchise Fees, annual Membership Fee and super Improver Clinics.
Who are Big Blue Swim School's main competitors?
Direct peers on record are Goldfish Swim School, Aqua-Tots Swim Schools, SafeSplash Swim School, British Swim School, Emler Swim School, Sunsational Swim School and SwimJim. YMCA is listed as a broad incumbent.
Does Big Blue Swim School have an API?
No public API is recorded for Big Blue Swim School.
What industry is Big Blue Swim School in?
Big Blue Swim School's product category is Children's Swim Instruction. Its primary akta.pro industry code is EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding), with a secondary code of MPAKAEAF, Aquatic Centers & Swimming Facilities. Its NAICS code is 61162 and its SIC code is 7997.