Emler Swim School - Corporate Office
Emler Swim School is a privately held children's swim instruction company founded in 1975, operating 30+ facilities across 12 US states with a proprietary SwimSure curriculum spanning 11 levels and 100+ milestones for infant-through-advanced learners.
- Company typePrivate
- Founded1975
- HeadquartersDallas, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Emler Swim School - Corporate Office does
Emler Swim School is a privately held, multi-state children's swim instruction company founded in 1975 and headquartered in the United States, operating 30+ facility locations across 12 states (Colorado, Indiana, Kansas, Missouri, Nevada, Ohio, Oregon, Pennsylvania, South Carolina, Texas, Washington, and Wisconsin). The company operates as a subsidiary of Emler Swim & Gym and delivers group and private swim lessons for children from infancy through advanced levels, plus adult swimming lessons, weekly swim clinics, swim team prep, and pool-based birthday parties. Its core product is the proprietary SwimSure curriculum, an 11-level milestone-based instructional framework with 100+ age-appropriate milestones built on 100+ million lessons taught; supporting technology includes the iClassPro Parent Portal (web and mobile app) for enrollment, scheduling, progress tracking, makeup-booking, and billing.
The business model is direct-to-consumer with a monthly recurring subscription structure. Group lessons are priced at $27-$60 per class and private lessons at $56-$90 per class, varying by location, with monthly tuition auto-billed around the 20th of the prior month and a non-refundable annual registration fee. Additional revenue streams include flat-rate swim birthday parties (up to 25 children) and weekly swim clinics offering intensive daily lessons. Customer acquisition relies on free trial lessons, the company website (with a swim level finder quiz), social media presence across Facebook, YouTube, Instagram, and LinkedIn, phone inquiries, and in-person registration at facility locations. Family discounts (multi-swim 20%, sibling 10%) and 12 free annual makeup lessons while enrolled support retention.
Emler has pursued a roll-up strategy, acquiring and rebranding four regional swim schools in 2025 — SwimWest (West Madison and Fitchburg, Wisconsin), Discover Aquatics (Olympia, Washington), Beard Swim Co. (Gig Harbor, Washington), and Saint Street Swim School (Houston, Texas) — extending its geographic footprint and consolidating fragmented regional competitors. Operational differentiators include a 4:1 maximum student-to-teacher ratio, 90°F year-round heated indoor pools, UV water purification systems, 30+ hours of instructor training, and 16,000+ five-star parent reviews. No venture capital, private equity, or public market investment is disclosed; ownership appears management-controlled.
Emler Swim School - Corporate Office firmographics
Firmographics- Name
- Emler Swim School - Corporate Office
- Legal name
- Emler Swim School
- Website
- https://emlerswimschool.com
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Emler Swim School is a privately held children's swim instruction company founded in 1975, operating 30+ facilities across 12 US states with a proprietary SwimSure curriculum spanning 11 levels and 100+ milestones for infant-through-advanced learners.
- Ownership category
- akta.pro rank
Emler Swim School - Corporate Office industry classification
Industry- Product category
- Children's Swim Instruction
- NAICS
- Sports and Recreation Instruction (61162)
- 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 Emler Swim School - Corporate Office is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices50 records
Markets served
Emler Swim School - Corporate Office business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Group Swim Lessons: Weekly recurring monthly tuition for group swim lessons. Billed monthly around the 20th of the prior month. Most months include 4-5 lessons depending on calendar.
- Private Swim Lessons: Higher-priced one-on-one instruction billed on same monthly recurring model as group lessons
- Annual Registration Fee: Non-refundable annual registration fee charged at enrollment and each anniversary month, reserving the child's spot and staff
- Swim Birthday Parties: Flat-rate party packages with up to 25 children, currently enrolled students receive 20% discount
- Weekly Swim Clinics: Intensive daily lessons over one week, offering accelerated skill progression at a lower per-lesson price point
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | West Madison, WI - Group Lessons |
| Unit Pricing | Monthly | West Madison, WI - Private Lessons |
| Unit Pricing | Monthly | Brookfield, WI - Group Lessons |
| Unit Pricing | Monthly | Brookfield, WI - Private Lessons |
| Unit Pricing | Monthly | Hazel Dell, WA - Group Lessons |
| Unit Pricing | Monthly | Hazel Dell, WA - Private Lessons |
| Unit Pricing | Monthly | Klahanie, WA - Group Lessons |
| Unit Pricing | Monthly | Klahanie, WA - Private Lessons |
| Unit Pricing | Monthly | Olympia, WA - Group Lessons |
| Unit Pricing | Monthly | Olympia, WA - Private Lessons |
| Unit Pricing | Monthly | Kirkland, WA - Group Lessons |
| Unit Pricing | Monthly | Kirkland, WA - Private Lessons |
| Unit Pricing | Monthly | Gig Harbor, WA - Group Lessons |
| Unit Pricing | Monthly | Gig Harbor, WA - Private Lessons |
| Unit Pricing | Monthly | Southlake, TX - Group Lessons |
| Unit Pricing | Monthly | Southlake, TX - Private Lessons |
| Unit Pricing | Monthly | Spring-Klein, TX - Group Lessons |
| Unit Pricing | Monthly | Katy, TX - Group Lessons |
| Unit Pricing | Monthly | Katy, TX - Private Lessons |
| Unit Pricing | Monthly | Stone Oak, TX - Group Lessons |
| Unit Pricing | Monthly | Stone Oak, TX - Private Lessons |
| Unit Pricing | Monthly | Huebner, TX - Private Lessons |
| Unit Pricing | Monthly | Firewheel, TX - Group Lessons |
| Unit Pricing | Monthly | Firewheel, TX - Private Lessons |
| Unit Pricing | Monthly | Plano, TX - Group Lessons |
| Unit Pricing | Monthly | Plano, TX - Private Lessons |
| Unit Pricing | Monthly | Walnut Hill, TX - Group Lessons |
| Unit Pricing | Monthly | Walnut Hill, TX - Private Lessons |
| Unit Pricing | Monthly | Central Frisco, TX - Private Lessons |
| Unit Pricing | Monthly | Clear Lake, TX - Private Lessons |
| Unit Pricing | Monthly | Vintage Park, TX - Private Lessons |
| Unit Pricing | Monthly | Westlake, TX - Group Lessons |
| Unit Pricing | Monthly | Round Rock, TX - Group Lessons |
| Unit Pricing | Monthly | Round Rock, TX - Private Lessons |
| Unit Pricing | Monthly | Alamo Ranch, TX - Group Lessons |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Emler Swim School - Corporate Office product offering
Product offeringCore offering
Emler Swim School delivers year-round indoor swim instruction at 30+ heated pool facilities across 12 U.S. states, using its proprietary SwimSure curriculum organized into 11 progressive levels and 100+ age-appropriate milestones. The offering spans group lessons (infant through advanced), private one-on-one lessons, adult lessons, weekly intensive swim clinics, swim team preparation, and hosted swim birthday parties, all centrally managed through the iClassPro Parent Portal for enrollment, scheduling, progress tracking, and recurring monthly billing.
Product overview
Emler Swim School operates as a swim instruction platform with a tiered product portfolio centered on its proprietary SwimSure™ curriculum—an 11-level milestone-based program spanning 100+ age-appropriate milestones from infant water acclimation through competitive stroke technique. The core offering comprises age-segmented group swim lessons: Bathtime Babies (2-5 months), Toddler lessons (6-35 months across 3 levels), Preschool lessons (age 3 across 3 levels), Kids lessons (age 4+ across 4 levels), and Advanced lessons (age 5+ across 2 levels). Supporting products include Private Swim Lessons for one-on-one instruction, Adult Swimming Lessons, Weekly Swim Clinics for intensive skill acceleration, Swim Team Prep for competitive readiness, and Swim Birthday Parties for event hosting. The Parent Portal (iClassPro) serves as the customer-facing management platform for enrollment, scheduling, progress tracking, and billing. Add-on offerings like the Swim Level Finder Quiz and Free Trial Swim Lessons support customer acquisition and placement.
Differentiator
Problem solved
Functional benefit
Products and services
- SwimSure Curriculum Proprietary 11-level milestone-based swim instruction curriculum with 100+ age-appropriate milestones guiding children from infant water acclimation through advanced competitive stroke technique. Sold as the central instructional framework across all Emler programs.
- Bathtime Babies (Parent & Baby Swim Lessons) Parent-participation swim class for infants aged 2–5 months introducing water comfort, bonding, and early acclimation through sensory exploration. 30-minute classes at a 10:1 student-to-teacher ratio with adult in-water participation.
- Toddler Swim Lessons (Levels 1A, 1B, 2) Toddler program for children 6–35 months across Levels 1A, 1B, and 2, teaching underwater swimming, safety skills, and independent water movement. Level 2 transitions to parent-on-deck instruction. 30-minute classes at a 6:1 ratio.
- Preschool Swim Lessons (Levels 3, 4, 5) Independent swim instruction for 3-year-olds across three progressive levels teaching breath control, kicking, gliding, backfloating, freestyle, backstroke fundamentals, and safety skills. 30-minute classes at a 4:1 ratio.
- Kids Swim Lessons (Levels 6, 7, 8, 9) Four-level program for children 4+ years developing independent floating, streamline kicking, side breathing, freestyle, backstroke, elementary backstroke, treading water, and multi-length swimming. 30-minute classes at a 4:1 ratio.
- Advanced Swim Lessons (Levels 10, 11) Two-level advanced program for swimmers 5+ teaching competitive strokes including freestyle, backstroke, butterfly kick, and breaststroke technique with endurance building. 30-minute classes at a 4:1 ratio.
- Private Swim Lessons One-on-one customized instruction tailored to individual child needs, learning style, and pace, offering maximum swim time and personalized attention for faster advancement. Billed on the same monthly recurring model as group lessons.
- Adult Swimming Lessons Swim instruction for adults of all skill levels, from beginners overcoming fear to those refining strokes or pursuing fitness goals, with small class sizes capped at 4 swimmers per instructor for personal attention.
- Weekly Swim Clinics Intensive daily swim program for children 3+ offering five consecutive days of 30-minute lessons to accelerate skill development through concentrated practice. Marketed as achieving five weeks of progress in five days.
- Swim Team Prep Entry-level competitive swimming program for Level 11 completers focusing on stroke refinement, stamina building, and participation in swim school meets, with 60-minute sessions at a 10:1 ratio.
- Swim Birthday Parties Weatherproof pool party packages hosting up to 25 children with party space rental, dedicated staff, and optional add-ons for year-round celebrations. Currently enrolled students receive a 20% discount.
- Parent Portal (iClassPro) Customer management platform available as web portal and mobile app enabling families to manage enrollment, track progress, view schedules, update billing information, mark absences, and book makeup lessons.
- Free Trial Swim Lessons Complimentary introductory lesson for new families to experience the program, meet instructors, and determine appropriate class placement before committing to enrollment.
- Swim Level Finder Quiz Online assessment tool helping parents determine the appropriate swim level for their child based on water comfort, mechanical skills, and safety awareness.
Quantifiable outcome
- 100 Million+ swim lessons taught
- +3 more outcomes
Companies that use Emler Swim School - Corporate Office
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles5 records
Emler Swim School - Corporate Office technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Emler Swim School - Corporate Office partnerships and signals
Strategic signalScale indicators8 records
Recent moves5 records
Expansion highlights5 records
Emler Swim School - Corporate Office competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Emler Swim School - Corporate Office social profiles
Digital presenceEmler Swim School - Corporate Office financial estimates
Financial estimateRevenue estimate
Valuation estimate
Emler Swim School - Corporate Office leadership team
Management profileNumber of profiles
Emler Swim School - Corporate Office subsidiaries and ownership
Company hierarchySubsidiaries5 records
Emler Swim School - Corporate Office funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Emler Swim School - Corporate Office M&A and investment
M&A and investmentM&A6 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Emler Swim School - Corporate Office
What does Emler Swim School - Corporate Office do?
Emler Swim School delivers year-round indoor swim instruction at 30+ heated pool facilities across 12 U.S. states, using its proprietary SwimSure curriculum organized into 11 progressive levels and 100+ age-appropriate milestones. The offering spans group lessons (infant through advanced), private one-on-one lessons, adult lessons, weekly intensive swim clinics, swim team preparation, and hosted swim birthday parties, all centrally managed through the iClassPro Parent Portal for enrollment, scheduling, progress tracking, and recurring monthly billing.
Is Emler Swim School - Corporate Office a public or private company?
Emler Swim School - Corporate Office is a private company. It is classified as management employee owned and is currently operating.
When was Emler Swim School - Corporate Office founded?
Emler Swim School - Corporate Office was founded in 1975. It employs 501 to 1,000 people.
Where is Emler Swim School - Corporate Office based?
Emler Swim School - Corporate Office is headquartered in Dallas, United States, in the North America region.
How does Emler Swim School - Corporate Office make money?
Five revenue lines are on record. Group Swim Lessons are the primary driver. The others are private Swim Lessons, annual Registration Fee, swim Birthday Parties and weekly Swim Clinics.
Does Emler Swim School - Corporate Office have an API?
No public API is recorded for Emler Swim School - Corporate Office.
What industry is Emler Swim School - Corporate Office in?
Emler Swim School - Corporate Office'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.