Simply Swimming

What Simply Swimming does

Simply Swimming is a privately held specialty retailer of swimwear, goggles, training gear, and aquatic accessories, founded and operated by Jenny Whildin and Shane Whildin. The company sells through a single physical retail showroom at 6649 University Avenue in Middleton, Wisconsin, and through an e-commerce storefront at simplyswimming.net powered by BigCommerce. It carries the full competitive swimwear product stack from major brands including Speedo, TYR, Arena, Aqua Sphere, Nike, JOLYN, Finis, and others, with pricing ranging from approximately $7.95 for basic accessories to $449.95 for premium tech suits such as the Speedo Fastskin LZR Pure Intent and Arena Carbon Ultra lines. Free shipping is offered on non-team orders above $99.99.

The customer base spans four primary segments: recreational and fitness swimmers, competitive and club swimmers, youth and junior swimmers, and organized swim teams (college, high school, summer league, USA Swimming clubs, and YMCA winter teams). The Team Pages program provides customized ordering portals for swim teams to purchase branded apparel, warm-ups, parkas, and uniforms, functioning as a B2B channel layered on top of the B2C retail business. Marketing is driven by organic search, brand co-marketing with swimwear manufacturers, social media on Facebook and Instagram, and in-store event-driven selling through tech suit and goggle fitting nights.

Revenue mechanics are transactional retail: unit-priced sales of swimwear, goggles, training gear, accessories, apparel, and specialty lifestyle items (Birkenstock, Pura Vida, Rumpl, GOODR sunglasses). The company does not disclose revenue, has no institutional investors or parent company, and operates as an independent small business with 11-50 employees. Geographic reach is regional for the physical store (Wisconsin) and nationwide via the online storefront, with no international shipping evidenced.

Name

Simply Swimming

Legal name

Simply Swimming

Website

https://simplyswimming.net

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Simply Swimming is a privately held, Middleton, Wisconsin-based specialty retailer selling swimwear, goggles, training gear, and aquatic accessories to recreational swimmers, competitive athletes, and organized swim teams through a single retail store and BigCommerce-powered e-commerce site.

Ownership category

akta.pro rank

Product category

Swimwear and Aquatic Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Swim & Surf Performance Wear (CRAAAEAG)

akta.pro secondary industries

Swimwear (Children) (CRAAAHAG), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)

Keywords

• Swimwear retail
• Swimming equipment
• Competitive swimwear
• Swim team apparel
• Aquatic gear

Headquarters

HQ city

Middleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Swimwear and Gear Sales: Primary revenue stream from selling swimwear, goggles, training gear, accessories, and apparel to individual consumers and swim teams through both physical retail location and online store.
2. Team Custom Apparel Orders: Revenue from customized team apparel and swimwear orders for college, high school, and summer swim teams.
3. Accessories and Specialty Items: Sale of accessories including goggle cases, straps, anti-fog products, water bottles, swim towels, and specialty items like Birkenstock footwear, Pura Vida accessories, and Rumpl blankets.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Simply Swimming is a specialty retailer that sells swimwear, goggles, training equipment, accessories, apparel, and custom team merchandise from leading aquatic brands (Speedo, TYR, Arena, Aqua Sphere, Nike, Finis, JOLYN, Birkenstock, Pura Vida, Rumpl, and GOODR). Products are sold through a physical retail store in Middleton, Wisconsin, and an online e-commerce storefront, serving recreational swimmers, competitive athletes, youth swimmers, lifeguards, and organized swim teams.

Product overview

Simply Swimming is a specialized swimwear and swimming equipment e-commerce retailer operating on the BigCommerce platform. The company offers a comprehensive portfolio of swimming-related products organized into two main areas: swimwear (including mens, womens, and kids categories with both practice suits and competitive tech suits from brands like Arena and Speedo) and training equipment (including goggles, fins, kickboards, paddles, snorkels, and pull buoys). The store also provides team-specific merchandise through custom Team Pages, specialty accessories, and branded apparel. The product assortment features major swimming brands including Speedo, TYR, Arena, Aqua Sphere, Nike, Finis, and others, with offerings ranging from entry-level recreational gear to elite competition tech suits priced over $400.

Differentiator

Problem solved

Functional benefit

Products and services

• Swimwear (Mens, Womens, Kids) Swimwear including practice suits, tech suits, swim trunks, rash guards, and lifeguard-specific wear for men, women, and children.
• Goggles Swimming goggles from brands including Speedo, TYR, Arena, Aqua Sphere, Nike, and The View, available in adult and junior/kids sizes.
• Training Gear Swimming training equipment including fins, kickboards, paddles, pull buoys, snorkels, swim caps, ear/nose plugs, resistance training gear, and water aerobics equipment.
• Accessories Swimming accessories including anti-fog products, backpacks, mesh bags, swim towels, water bottles, stopwatches, and pool toys.
• Apparel Swim team apparel including parkas, warm-ups, hats, footwear, and custom team merchandise.
• Team Pages Custom team pages for college, high school, summer swim teams, and USA Clubs/YMCA/Winter Teams featuring team-specific merchandise.
• Specialty Items Specialty swim products including Birkenstock footwear, Pura Vida accessories, Rumpl blankets, TYR and GOODR sunglasses, body/hair care, and whistles.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• BigCommercecoreTechnology or IntegrationSimply Swimming's e-commerce website is powered by BigCommerce platform. This is a foundational technology partnership that enables their online retail operations, product catalog management, shopping cart functionality, and order processing.
• SpeedocoreChannel Partner/ Reseller/ DistributorAuthorized Speedo retailer offering the full range of Speedo products including Fastskin racing suits, practice swimwear, goggles, training gear, and accessories. Speedo is featured prominently as a top brand on the website.
• TYR SportcoreChannel Partner/ Reseller/ DistributorAuthorized TYR retailer offering TYR swimwear, tech suits, goggles, training equipment, and sunglasses. TYR is featured as a top brand on the website.
• ArenacoreChannel Partner/ Reseller/ DistributorAuthorized Arena retailer offering Powerskin racing suits, competition swimwear, and training gear. Arena products including Carbon Ultra, Carbon Glide, and Primo tech suits are featured.
• Aqua SphereminorChannel Partner/ Reseller/ DistributorAuthorized Aqua Sphere retailer offering goggles and aquatic fitness products.
• Nike SwimminorChannel Partner/ Reseller/ DistributorCarries Nike Swim products including goggles and swimwear as part of their product assortment.
• College Swim TeamscoreChannel Partner/ Reseller/ DistributorProvides customized team apparel and swimwear ordering pages for college swim programs. Teams can order branded merchandise through the Simply Swimming website.
• High School Swim TeamscoreChannel Partner/ Reseller/ DistributorOffers team ordering capabilities for high school swim teams to purchase customized team apparel and uniforms.
• Summer Swim TeamsminorChannel Partner/ Reseller/ DistributorProvides team ordering services for summer recreational swim teams.
• USA Swimming Clubs and YMCA TeamsminorChannel Partner/ Reseller/ DistributorOffers customized ordering pages for USA Swimming clubs and YMCA winter teams.
• GOODRminorChannel Partner/ Reseller/ DistributorAuthorized GOODR retailer offering stylish sunglasses as part of their specialty items category.
• JOLYN Clothing Co. LLCminorChannel Partner/ Reseller/ DistributorCarries JOLYN swimwear and apparel as part of their women's swimwear and specialty items selection.
• Pura VidaminorChannel Partner/ Reseller/ DistributorOffers Pura Vida accessories and jewelry as specialty items in their product assortment.
• RumplminorChannel Partner/ Reseller/ DistributorCarries Rumpl blankets as specialty outdoor recreation items.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• All American Swim: U.S. swim-specialty retailer focused on competitive swimwear, goggles, and team orders for high school, college, and club teams. Closely comparable team-ordering motion and product mix.
• SwimOutlet: Largest U.S. online swim-specialty retailer, carrying the same Speedo/TYR/Arena brands plus tech suits, goggles, training gear, and team orders. Directly competes with Simply Swimming for online competitive and recreational swimmers nationwide.
• ProSwimwear: UK-based online swim-specialty retailer carrying Speedo, Arena, TYR, and Maru tech suits plus competitive swimwear and team apparel. Comparable online-first model targeting competitive swimmers globally.
• Kiefer (Kiefer Pools & Swimwear): Long-established U.S. swim-specialty retailer offering competitive swimwear, training equipment, and team apparel from the same major brands. Comparable pure-play swim focus with both retail and team ordering.

Emerging players

• SwimZip: Online D2C swimwear brand with UPF 50+ protection. Competes in the women's and kids swimwear category Simply Swimming carries, though SwimZip is its own brand rather than a multi-brand retailer.

Broad incumbents

• Amazon: Sells Speedo, TYR, Arena, and Aqua Sphere goggles, suits, and training gear alongside authorized and unauthorized third-party sellers. Provides aggressive price competition and broad selection that small specialty retailers must contend with.
• Aqua Sphere: Goggle and aquatic-fitness brand that Simply Swimming resells. Operates its own DTC channel and competes in the goggle category directly with retailers' product offerings.
• TYR Sport: Brand owner operating TYR.com direct-to-consumer, selling the same tech suits (Avictor, Venzo) and training gear Simply Swimming resells. TYR's DTC push is a direct threat to authorized retailers like Simply Swimming.
• Arena (arena Worldwide): Brand owner of the Powerskin tech suit line Simply Swimming carries. Operates its own global DTC channels and competes with multi-brand retailers for premium tech suit buyers.
• Speedo (Speedo USA): Brand owner and direct-to-consumer operator of the largest competitive swimwear brand Simply Swimming resells. Speedo's own DTC site competes head-to-head with Simply Swimming for the same Fastskin tech suit buyers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/simplyswimmingwi
• Instagraminstagram.com/simplyswimmingwi

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simply Swimming