Starfish Aquatics Institute

Name

Starfish Aquatics Institute

Legal name

Starfish Aquatics Institute

Website

https://starfishaquatics.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Aquatic Safety Training and Certification

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industries

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL), Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Swim instructor training
• Aquatic safety certification
• Lifeguard certification programs
• Water safety education
• Swim lesson curriculum

Headquarters

HQ city

Champaign

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership fees for Starfish Swim School brand programs, priced based on number of instructors. Three tiers available: Basic, Pro, and Elite with increasing levels of support and services.
2. Curriculum Licensing: Access to swim instruction curriculum, safety training programs, and instructor development systems licensed to training center operators.
3. Online Course Sales: Sale of online course modules, certificate courses, and CEU content through the Splash-EDU platform.
4. Merchandise and Recognition Items: Sale of exclusive merchandise for student tracking and recognition, as well as branded items for training centers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Starfish Aquatics Institute provides aquatic training, certification, and risk reduction programs to aquatic facilities through a membership-based channel partner model. Its offerings span swim instructor curriculum (Starfish Swim School brands covering infants through adults), lifeguard training (StarGuard/StarGuard Elite), community water safety courses (STAR), pool operator certification (AquaTech), adapted aquatics instruction, and online continuing education via Splash-EDU. Training centers, municipalities, YMCAs, and other operators license the curriculum and certification programs under Basic, Pro, or Elite annual memberships.

Product overview

Starfish Aquatics Institute (SAI) offers a comprehensive aquatic training and safety services platform with multiple swim school brands and programs. The core offerings include the Starfish Swim School curriculum for swim instruction across the lifespan (including StarBabies/StarTots for infants/toddlers, Starfish Swim School for pre-school/youth/adults, Starfish Stroke School for technique development, and Starfish Swim Team as a competitive feeder program), the Safety Training and Aquatic Rescue (STAR) program for non-lifeguard water safety, StarGuard lifeguard training, and Adapted Aquatics Instructor certification. SAI operates the Splash-EDU elearning platform and founded The Starfish Center (501(c)(3) non-profit) for aquatic safety research and education. Through partnership with PADI, SAI delivers the PADI Swim School program internationally. The membership-based model includes Basic, Pro, and Elite tiers offering curriculum access, swim lesson management apps, and on-site training. AquaTech provides pool operator certification.

Differentiator

Problem solved

Functional benefit

Brands

• StarGuard: Lifeguard training program and risk management system created in 1999; evolved into separate entity StarGuard Elite in 2018
• Starfish Swim School
• Adapted Aquatics Instructor
• PADI Swim School
• Safety Training and Aquatic Rescue (STAR)
• Splash-EDU
• Starfish Center for Aquatic Safety Research, Education and Leadership

Products and services

• Starfish Swim School Swim instruction curriculum for pre-school, youth, and adult students with focus on self-rescue and safety skills, delivered through member training centers using an ages-and-stages format. Sub-programs include StarBabies/StarTots (parent-and-child for infants/toddlers), Starfish Stroke School (stroke technique), StarFun & Fitness (scouts/camps/parties activities), and Starfish Swim Team (competitive feeder).
• Safety Training and Aquatic Rescue (STAR)

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• StarGuard ElitecoreStrategic or Co-development Partner · 1 January 2019SAI created the StarGuard lifeguard training program in 2000, which evolved into a separate operational entity - StarGuard ELITE (SGE) - in 2018/2019. SGE is an internationally recognized aquatic risk prevention agency serving lifeguards, management, attraction attendants, and more.
• Association of Aquatic Professionals (AOAP)coreStrategic or Co-development Partner · 1 January 2019The Starfish Center (SAI's 501(c)(3) non-profit) partners with AOAP to offer the Aquatic Professional Designation (AqP) to the global aquatics community through Splash-EDU.
• PADI (Professional Association of Diving Instructors)coreStrategic or Co-development Partner · 1 January 2011SAI partners with PADI to offer its swim instruction program to all PADI resort and retail members. The PADI Swim School, powered by the Starfish Aquatics Institute, was introduced in 2011 and is in use around the globe.
• USA Swimming FoundationflagshipStrategic or Co-development Partner · 1 January 2007In 2007, SAI was invited to collaborate with USA Swimming Foundation to help develop a Water Safety Day prototype and conduct a pilot program for its anti-drowning campaign, the Make-a-Splash initiative. SAI is a charter signatory to the initiative and created the Water Safety Day program used across the United States.
• IFSTA (International Federation of Swimming Teachers' Associations)flagshipStrategic or Co-development PartnerSAI represents the United States in IFSTA, based in Great Britain. SAI President and CEO Leslie Donavan currently serves as Vice President of IFSTA. SAI participates in drowning prevention and standards development initiatives internationally.
• World Waterpark AssociationminorStrategic or Co-development PartnerJill White, co-founder of SAI, serves on the Board of Directors of the World Waterpark Association (WWA). SAI representatives speak at WWA conferences including the Middle East Symposium in Dubai.
• YMCAminorGTM or Marketing PartnerAffiliate organization network partner.
• USA SwimmingminorGTM or Marketing PartnerAffiliate organization network partner.
• National Drowning Prevention Alliance (NDPA)minorGTM or Marketing PartnerAffiliate organization network partner.
• Centers for Disease Control and Prevention (CDC) Writing CommitteeminorStrategic or Co-development PartnerJill White served as a member of the Writing Committee for the CDC Model Aquatic Health Code.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Ellis & Associates: Provider of lifeguard, aquatic safety, and risk management training and certification to waterparks, resorts, and municipalities. Competes head-to-head with SAI's STAR and StarGuard/StarGuard Elite heritage in the lifeguard and aquatic safety certification space.
• British Swim School: Franchised swim instruction school operating across the US with its own curriculum, instructor training, and tiered franchise model. Competes with SAI for the same pool of franchisees and training centers and shares a comparable swim school brand architecture.
• Goldfish Swim School: Large US swim school franchise with proprietary curriculum and instructor certification program serving infants through adults. Competes for franchisees, municipal partners, and parent brand mindshare against SAI's Starfish Swim School brands.
• SafeSplash Swim School: National franchised swim instruction brand with proprietary curriculum for infants through adults, backed by private equity. Competes with SAI for training center customers and uses a similar membership/franchise licensing model.
• StarGuard Elite: Formerly SAI's founding lifeguard training program, StarGuard Elite was spun off as a separate entity in 2018/2019 and continues to deliver aquatic risk prevention, lifeguard certification, and consulting serving waterparks, municipalities, cruise lines, and pool management companies — directly overlapping with SAI's original core offering.

Broad incumbents

• American Red Cross: The largest US provider of lifeguard, first aid, and aquatics training and certification through its Aquatics program, serving YMCAs, municipalities, and private operators nationwide. Competes with SAI's STAR/StarGuard legacy products and is the incumbent whose curriculum most US training centers already run.
• YMCA of the USA Aquatics: Largest US operator of community swim lessons and lifeguard training, listed as an SAI affiliate organization. Serves as both a customer (training centers) and a competitor (in-house aquatics curriculum) for SAI's swim instruction programs.
• USA Swimming Foundation: National governing body's foundation running the Make-a-Splash water safety initiative, partnered with SAI since 2007. Operates competing learn-to-swim programming and parent-facing campaigns while serving as a distribution channel for SAI's Water Safety Day prototype.

Emerging players

• Infant Aquatics / Infant Swimming Resource: Niche provider of self-rescue infant and toddler survival swim lessons with its own certified instructor network. Partial overlap with SAI's StarBabies/StarTots program, representing a specialized competitor in the most defensible segment of swim instruction.

Others

• US Swim School Association: Industry association for swim school owners and operators, providing education, resources, and an annual conference. Comparable ecosystem player shaping the competitive set SAI sells into, though not a direct curriculum competitor.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/starfishaquatic
• LinkedInlinkedin.com/company/starfish-aquatics-institute

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 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 Starfish Aquatics Institute