What SafeSplash Swim School does

SafeSplash Swim School is the flagship swim instruction brand of Streamline Brands, a portfolio company of Youth Enrichment Brands (YEB). The company delivers a premium, warm-water learn-to-swim program to infants (from 4 months), toddlers, children, adults, and adaptive-needs swimmers across 100+ locations in the United States, operating as the country's largest swim school network. Its core technology is a progressive curriculum developed with Olympic champions, delivered through small-group, semi-private, and private 30-minute lessons, and formalized in the S.A.F.E.R. Swimmer Promise — a guarantee that students in Beginner 2–4 group levels will master 10 self-rescue skills within one year or receive up to two months of free lessons. The program is the exclusive Platinum Learn-to-Swim provider in the National Drowning Prevention Alliance's Commitment to Safer Waters Seal Program and is the official swim school provider of USA Swimming.

SafeSplash operates a hybrid corporate-and-franchise model with two franchise formats: a low-overhead Hosted/Rental model ($57,500–$81,000 initial investment, ~$266K AUV, 26% EBITDA margin) operating inside third-party venues (fitness centers, hotels, apartment complexes) and a Dedicated/Build model ($961,200–$1,348,785 investment, ~$1.11M AUV, 23% EBITDA margin) for standalone facilities. Revenue streams include monthly recurring tuition subscriptions (billed on the 25th of each month), non-refundable annual service fees, and one-time program revenue from punch passes, SwimJams camps, clinics, and party bookings. Franchise economics include a 6% royalty on gross revenues plus 2% brand marketing and 2% local marketing contributions. Customer-facing technology comprises an online portal for scheduling, automated communications, and payment processing.

In September 2025, Streamline Brands unified its swim school portfolio (formerly SwimLabs, Swimtastic, Saf-T-Swim, AquaKids, SharkiesAcademy) under the SafeSplash name to consolidate brand identity and accelerate national reach. Recent strategic activity includes the launch of the S.A.F.E.R. Swimmer Promise (January 2025), rebranding of four North Texas AquaKids locations (August 2025), two new franchise openings in Little Rock, Arkansas (March 2026), and the NDPA Platinum Seal designation (April 2026). SafeSplash supports youth water safety at scale through its parent YEB, which serves over 1 million children annually across camps, leagues, classes, and schools.

Name

SafeSplash Swim School

Legal name

SafeSplash Brands, LLC d/b/a Streamline Brands

Website

https://safesplash.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

SafeSplash Swim School is the largest U.S. swim school network (100+ locations) offering warm-water learn-to-swim instruction for infants through adults, delivered through corporate-owned and franchise hosted and dedicated facilities under the Youth Enrichment Brands platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Lone Tree

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ongoing Swim Lessons (Monthly Tuition): Monthly recurring billing for ongoing swim lessons. Payment is automatically charged on the 25th of the month preceding classes. Tuition rates vary by location, day, and time of lessons. No registration deadlines - customers can enroll at any time subject to capacity.
2. Annual Service Fee: Annual fee charged at enrollment and automatically renewed on registration anniversary date. Non-refundable and not transferable. Amount varies by location.
3. Promotional Bundles, Punch Passes, Camps (SwimJams), Appointments, Clinics: One-time full payment programs where customers pay upfront for specific programs including promotional bundles, punch passes, SwimJams camps, appointments, and clinics. Session dates, durations, and pricing vary by location.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

SafeSplash Swim School provides premium, warm-water learn-to-swim instruction for all ages (infants from 4 months through adults) across 100+ locations in the U.S. The company delivers small-group, semi-private, and private 30-minute lessons using a progressive curriculum developed with Olympic champions, anchored by the S.A.F.E.R. Swimmer Promise that guarantees students master 10 essential self-rescue skills within one year or receive free lessons.

Product overview

SafeSplash Swim School is a swim lesson service provider offering a portfolio of programs including swim lessons for infants, toddlers, children, and adults; private lessons; special needs adaptive aquatics; competitive swim team prep; and swim camps (SwimJams). The company operates under two franchise business models: a low-overhead Hosted/Rental Model and a full Dedicated/Build Model. Key branded programs include the S.A.F.E.R. Swimmer Promise, a water safety guarantee program teaching 10 essential self-rescue skills within one year. SafeSplash is part of Youth Enrichment Brands (YEB) and the nation's largest swim school network with over 100 locations across corporate-owned and franchise operations.

Differentiator

Problem solved

Functional benefit

Brands

• S.A.F.E.R. Swimmer Promise: A water safety program guaranteeing that beginner swimmers ages 4+ will pass the S.A.F.E.R. Swimmer Test within one year of enrollment in Beginner 2-4 group lessons, or receive up to two months of free lessons.

Products and services

• Swim Lessons
• S.A.F.E.R. Swimmer Promise
• Swim Clinics & Team Prep
• Toddler & Infant Swim Lessons
• Adult Swim Lessons
• Special Needs Swim Lessons
• SwimJams Camps
• Swim Party
• Hosted/Rental Franchise Model
• Dedicated/Build Franchise Model

Quantifiable outcome

• 88% reduction in drowning risk for children who participate in formal swimming lessons
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• National Drowning Prevention Alliance (NDPA)coreStrategic or Co-development Partner · 1 January 2025Strategic partnership with NDPA, the leading organization dedicated to preventing drowning through education, advocacy, and innovation. SafeSplash is the exclusive Platinum Learn-to-Swim provider in NDPA's Commitment to Safer Waters Seal Program. The partnership includes endorsement of the S.A.F.E.R. Swimmer Promise program as the only national swim program supported by NDPA.
• USA SwimmingcoreStrategic or Co-development Partner · 1 January 2025SafeSplash is the official swim school provider of USA Swimming, providing credibility and connection to competitive swimming's governing body.
• Youth Enrichment Brands (YEB)coreOthersSafeSplash is a portfolio company of Youth Enrichment Brands, the nation's leading youth activities platform founded in 2020. YEB supports over 1 million children each year through enriching programs across camps, leagues, classes, schools, and more. YEB also owns SwimLabs, Swimtastic, Saf-T-Swim, and SharkiesAcademy.
• SwimLabsminorOthersSister swim school brand within the YEB portfolio sharing similar curriculum and commitment to water safety.
• SwimtasticminorOthersSister swim school brand within the YEB portfolio offering swim instruction for all ages and abilities.
• Saf-T-SwimminorOthersSister swim school brand within the YEB portfolio.
• SharkiesAcademyminorOthersSister brand within the YEB portfolio focused on youth aquatic programming.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• SwimLabs: Sister brand under Youth Enrichment Brands, offering a comparable learn-to-swim curriculum with emphasis on small-group instruction. Operates as a portfolio peer within the same parent platform.
• Aqua-Tots Swim Schools: Multi-state learn-to-swim franchise with a dedicated-facility model. Competes head-to-head for franchisees, real estate, and the same parent-child customer base.
• AquaKids Swim School: Former YEB brand being consolidated under SafeSplash in 2025. Operated learn-to-swim franchise locations; direct predecessor brand with identical curriculum lineage.
• Emler Swim School: Long-standing U.S. swim school franchise with dedicated facilities and year-round warm-water instruction. Directly comparable product mix (infant through competitive prep) and franchisee profile.
• Big Blue Swim School: PE-backed (Gryphon) learn-to-swim franchise expanding rapidly across the U.S. Highly comparable growth-stage franchise with similar unit economics and customer profile.
• Goldfish Swim School: Largest direct competitor in the U.S. learn-to-swim franchise category. Operates a comparable franchise model with year-round warm-water facilities, small-group lessons, and a strong safety/curriculum brand. Closest substitute for franchisees and end customers.
• British Swim School: National learn-to-swim franchise with a hub-and-spoke model similar to SafeSplash's Hosted/Rental approach, offering lessons at third-party pools (YMCAs, hotels, recreation centers). Direct overlap in customer segment and franchise economics.
• Swimtastic Swim School: Sister YEB brand offering learn-to-swim lessons for all ages. Recently acquired by SafeSplash (2016) and now being unified under the SafeSplash name; directly comparable curriculum and customer base.
• Sunsational Swim School: National swim instruction provider focused on private and semi-private in-home or community-pool lessons. Competes for the same end customer with a more flexible, lower-overhead delivery model.

Broad incumbents

• YMCA of the USA: Broad incumbent offering swim lessons as part of community-center membership. Captures a significant share of beginner swimmers at subsidized prices, especially families seeking lower-cost or membership-based alternatives to dedicated swim schools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCPTocLJl-kQfoRpatquNEYg
• Facebookfacebook.com/SafeSplashSwimSchool
• LinkedInlinkedin.com/company/safesplash-swim-schools
• Instagraminstagram.com/safesplashswimschool
• Xx.com/safesplash

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about SafeSplash Swim School