SwimLabs

What SwimLabs does

SwimLabs Swim School, LLC is a privately held technology-driven swim instruction franchise founded in 2007 by Mike Mann in Highlands Ranch, Colorado, and currently operating as a portfolio brand within Youth Enrichment Brands (YEB), the holding company formed in 2020 that sits atop the Streamline Brands swim school network. The company offers group lessons, private and semi-private lessons, ParentTot classes for infants as young as 4 months, adaptive aquatics for swimmers with special needs, competitive swim training, and intensive programs such as SwimJam and the WAVE endurance program. Its core technology consists of warm-water pools equipped with instant underwater video feedback cameras, in-pool mirrors for real-time body position observation, advanced stroke analysis software, and the proprietary Champions Library containing video footage of Olympic swimmers used for technique comparison. Customer progress is tracked through skill-level assessments, Splash-N-Tell sessions, and the SwimLabs mobile app.

SwimLabs generates revenue through a direct-to-consumer model with recurring monthly subscription billing for weekly perpetual lessons, one-time punch card class packages (4 or 8 lessons), and outcome-based programs. Pricing at the flagship Highlands Ranch location ranges from approximately $123/month for adult group lessons to $309/month for private 30-minute lessons, with adaptive pricing starting at $35 per session. The flagship outcome product, the S.A.F.E.R. Swimmer Promise, guarantees that beginners ages 4+ will master six essential self-rescue skills within 12 months or receive up to two months of free lessons, and is the only national learn-to-swim program supported by the National Drowning Prevention Alliance as an exclusive Platinum Learn-to-Swim provider.

The company serves children from infants through teens, adults of all skill levels, competitive swimmers and triathletes, and swimmers with adaptive needs, targeting a market supported by the fact that drowning is the leading cause of accidental death for U.S. children ages 1-4 and 55% of U.S. adults have never taken a swim lesson. Distribution is exclusively through franchise-owned physical locations, with no digital-only or remote delivery. In September 2025, Streamline Brands unified its swim school portfolio under the SafeSplash Swim School name, marking an identity consolidation that subsumes the SwimLabs brand into a larger nationwide network.

Name

SwimLabs

Legal name

SwimLabs Swim School, LLC

Website

https://swimlabs.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

SwimLabs is a technology-driven swim school franchise offering video-feedback-based lessons for all ages and skill levels, operating within Youth Enrichment Brands' 200+ location network across 24 states and 3 countries.

Ownership category

akta.pro rank

Product category

Swim Instruction Services

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)

akta.pro secondary industries

Aquatic Centers & Swimming Facilities (MPAKAEAF), Open Water Swimming Events (OWS Races, Swim Challenges) (MPAKAIAF)

Keywords

• Swim instruction services
• Learn-to-swim lessons
• Water safety education
• Competitive swim training
• Adaptive aquatics programs

Headquarters

HQ city

Encinitas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Recurring Swim Lessons: Monthly subscription billing for weekly swim lessons. Customers pay per class or monthly packages. Group lessons, private lessons, semi-private lessons, and specialty programs all follow this recurring revenue model with perpetual scheduling.
2. Punch Card / Class Packages: One-time purchase of lesson packages (4, 8, or individual classes) that customers redeem over time. Provides flexibility while generating upfront cash flow.
3. S.A.F.E.R. Swimmer Promise: Guaranteed outcome-based program where SwimLabs promises beginners will pass the water safety test within one year or receive free additional lessons. Creates differentiation and trust while maintaining revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

SwimLabs is a franchise swim school that delivers in-person swimming instruction for infants, children, adults, competitive swimmers, and adaptive learners using warm-water pools, instant underwater video feedback, and the S.A.F.E.R. Swimmer Promise guaranteed water-safety outcome program. Lessons are sold as recurring monthly subscriptions or pre-paid class packages at independently owned franchise locations across the United States.

Product overview

SwimLabs is a technology-driven swim school offering swimming lessons for kids and adults across all skill levels. The core offering includes Group Lessons, Private Lessons, and ParentTot classes for infants and toddlers. Key differentiators include proprietary Video Analysis Technology with instant feedback and in-pool mirrors, and the S.A.F.E.R. Swimmer Promise — a guaranteed outcome program where swimmers ages 4+ master 6 essential self-rescue skills within one year or receive free lessons. Additional offerings include Adaptive Aquatics for special needs swimmers, Competitive Swim Training, Swim Clinics, WAVE Program for endurance training, and SwimJam intensive camps. The company operates under the SafeSplash/SwimLabs brand network within Youth Enrichment Brands (YEB) and partners with USA Swimming as the Official Swim School Provider.

Differentiator

Problem solved

Functional benefit

Brands

• S.A.F.E.R. Swimmer Promise: A proprietary water safety program guaranteeing swimmers ages 4+ will master 6 essential self-rescue skills within 1 year or receive up to 2 months of free lessons. The only national swim program supported by the National Drowning Prevention Alliance (NDPA).
• SwimLabs Blog

Products and services

• SwimLabs Swim School Technology-driven swim school offering swimming lessons for all ages and skill levels using warm-water pools, instant video feedback, in-pool mirrors, and the Champions Library of Olympic swimmer footage.
• Group Lessons Small group swim classes for beginner through intermediate levels with up to 4 students per class, taught on a perpetual weekly schedule.
• Private Lessons One-on-one swim instruction available in 20-minute and 30-minute formats for all skill levels, incorporating video analysis technology.
• ParentTot Parent-child swim lessons for infants and toddlers ages 4 months to 3 years, with up to 3 parent/kid combinations per instructor.
• S.A.F.E.R. Swimmer Promise Commitment program guaranteeing swimmers ages 4+ in Beginner 2-4 group classes will master 6 essential self-rescue skills (Freestyle with Breath, Front-to-Back Roll, Backstroke, Back-to-Front Roll, Swim to Wall, Exit Safely) within one year or receive up to 2 months of free lessons. The only national swim program supported by the National Drowning Prevention Alliance.
• Adaptive Aquatics Specialized private swim instruction for children and adults with special needs including autism, ADHD, physical disabilities, and sensory processing differences.
• Swim Clinics and Team Prep Stroke refinement and technique improvement programs for swimmers preparing for team participation, including clinics and intensive team prep sessions.
• Competitive Swim Training Advanced training programs for competitive swimmers including video analysis, stroke technique work, and endurance development.
• WAVE Program Weekly group endurance, strength and swim team preparation program for swimmers at Intermediate 3 or higher, with a 3:1 student-teacher ratio.
• SwimJam Intensive one-week program of 3 consecutive days of 30-minute lessons designed to jump-start skill development with a 4:1 student-teacher ratio.

Quantifiable outcome

• 88% reduction in drowning risk for children who complete formal swim 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Youth Enrichment Brands (YEB)coreStrategic or Co-development Partner · 1 January 2020Youth Enrichment Brands is the parent company of SwimLabs (along with SafeSplash and Swimtastic). Founded in 2020, YEB is the nation's leading youth activities platform supporting over 1 million children annually through camps, leagues, classes, and schools. SwimLabs operates as a portfolio company under the YEB umbrella.
• USA SwimmingcoreStrategic or Co-development Partner · 1 December 2018Streamline Brands (parent of SwimLabs) became Official Swim School Provider of USA Swimming. Multi-year partnership includes rights to official marks, branding, marketing, promotional opportunities, and membership incentive programs. Focused on creating more swimming programs and transitioning athletes from learn-to-swim to competitive swimming.
• Speedo USAminorGTM or Marketing Partner · 1 April 2017Partnership between Speedo USA and Streamline Brands to drive expansion of swim schools and swim instruction. Includes exclusive endorsement of the swim curriculum.
• National Drowning Prevention Alliance (NDPA)coreStrategic or Co-development PartnerExclusive Platinum Learn-to-Swim provider in NDPA's Commitment to Safer Waters program. Partnership focused on drowning prevention through education and swim lesson access. The S.A.F.E.R. Swimmer Promise is the only national swim program supported by NDPA.
• Swim Across AmericaminorStrategic or Co-development PartnerNonprofit organization raising money for cancer research. SwimLabs sponsors Denver events and employees participate as swimmers and volunteers. SwimLabs Highlands Ranch serves as packet pickup location.
• Children's Hospital ColoradominorStrategic or Co-development PartnerBeneficiary of Swim Across America Denver event. SwimLabs partnership supports pediatric cancer research fundraising through open water swim events.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• SafeSplash Swim School: Sister brand under Streamline Brands/Youth Enrichment Brands offering swim lessons for all ages; SwimLabs locations are being transitioned to this brand as of September 2025, making it the most directly comparable peer in the same franchise network.
• Swimtastic Swim School: Another sister brand within Streamline Brands offering group and private swim lessons at franchise locations; directly comparable franchise swim school operating under the same parent platform.
• Goldfish Swim School: Leading franchised learn-to-swim school with 150+ locations across North America offering year-round lessons for children 4 months to 12 years; comparable franchise swim school targeting the same family demographic with similar subscription and package pricing.
• Big Blue Swim School: Franchise swim school with warm-water pools serving children across multiple U.S. states; directly comparable to SwimLabs on lesson format, family-focused programming, and franchise-based unit growth.
• Aqua-Tots Swim Schools: International franchised swim school operating over 150 locations with year-round lessons for infants through adults; comparable in franchise model, multi-tier pricing, and broad age-range curriculum.
• British Swim School: Franchise swim school with 200+ locations across the U.S. and Canada offering survival and learn-to-swim lessons; directly comparable on franchise structure and water-safety positioning, though some locations operate in converted partner pools.
• Emler Swim School: Family-owned multi-location swim school in Texas and surrounding states offering year-round swim lessons for ages 2 months to adult; directly comparable on curriculum, age range, and subscription pricing structure.
• Saf-T-Swim: Streamline Brands sister brand operating Northeast U.S. swim schools with year-round lessons for children and adults; directly comparable as part of the same parent network.
• Miller Swim School: Streamline Brands sister brand offering swim lessons in select U.S. markets; directly comparable as part of the same parent franchise network.

Broad incumbents

• Life Time Fitness (Aquatics Programs): Large multi-purpose fitness club operator offering swim lessons and aquatics programming as part of a broader health-and-fitness membership bundle; broader incumbent with overlapping aquatics instruction but not specializing in learn-to-swim as a primary service.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/swimlabs
• Facebookfacebook.com/SwimLabs
• Instagraminstagram.com/swimlabs_highlandsranch
• Xx.com/SwimLabs
• LinkedInlinkedin.com/company/swimlabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 SwimLabs