Njswim

What Njswim does

Njswim (legally "NJSwim School," previously operating as "AQUAfin Swim School") is a New Jersey-based, private for-profit swim instruction provider operating as a subsidiary brand of Emler Swim School. The company runs six company-owned facilities across the state — Brick, Florham Park, Lakeside (Landing), Manasquan, Sparta, and Turnersville — each featuring 88–92°F indoor pools with UV-C filtration, climate control for year-round lessons, and a 11-50 employee base. NJSwim serves families with children from infancy through pre-competitive teens, with primary segments covering babies (2–35 months), preschoolers (3 years), kids (4+ years), advanced swimmers (5+ years), and adults at select locations.

The company's product is centered on the proprietary SwimSure curriculum — 100+ age-appropriate milestones across 11 progressive levels — which the Emler network reports is backed by 100+ million lessons taught. Core offerings include weekly group lessons (4:1 student-to-instructor ratio, 30-minute sessions, $35–$36/class), private one-on-one lessons ($75–$77/class), intensive weekly swim clinics, swim birthday party packages ($411–$513), free trial lessons, and a Swim Team Prep program. Program technology stack includes the iClassPro platform for enrollment, billing, scheduling, and parent communication; a public Swim Level Quiz for placement; and differentiated physical plant infrastructure (warm-water indoor pools with UV filtration).

Revenue mechanics are predominantly subscription-recurring: families enroll via auto-billed monthly tuition (charged on the 20th of each month), pay a $35 annual non-refundable registration fee, and qualify for a 10% sibling discount and 20% multi-swim discount for a second weekly class. Twelve free make-up lessons per year, free trial introductory classes, and a $75 refer-a-friend reward support retention and acquisition. Distribution is fully direct-to-consumer: company-owned locations, online booking through iClassPro, phone-based inside sales (855-514-8481), community outreach via 25+ school partnerships, and seasonal promos.

Name

Njswim

Legal name

NJSwim School

Website

https://njswim.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Njswim is a New Jersey-based private swim school operating six locations under the Emler Swim School network, delivering year-round group, private, and clinic lessons to infants through pre-competitive swimmers using the proprietary SwimSure curriculum.

Ownership category

akta.pro rank

Product category

Children's Swim Instruction Services

NAICS

Fitness and Recreational Sports Centers (71394), 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 industries

Aquatic Centers & Swimming Facilities (MPAKAEAF), Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

Keywords

• Swim instruction services
• Learn-to-swim programs
• Water safety education
• Indoor swim lessons
• Youth swim school

Headquarters

HQ city

New Jersey

HQ country

Trinidad & Tobago

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Weekly Swim Lessons (Group): Recurring monthly tuition billed automatically on the 20th of each prior month. Pricing varies by location, program type, and day of week. Group lessons starting at $35-$36 per class. Annual $35 registration fee charged at enrollment and annually thereafter.
2. Private Swim Lessons: One-on-one instruction with individualized focus. Pricing varies by location (starting at $75-$77 per class at Manasquan and Sparta locations). Provides faster progression due to extended swim time per session.
3. Weekly Swim Clinics: Intensive daily lessons over one week covering water safety fundamentals to stroke technique. Priced at a lower rate than regular lessons to encourage enrollment.
4. Birthday Party Packages: Pool party hosting at select locations. Active families pay $411 for up to 25 swimmer guests; inactive families pay $513. Includes 2 hours facility access, private pool swim time, lifeguard, and party assistance.
5. Multi-Swim and Sibling Discounts: 20% discount for same swimmer enrolling in a second weekly class; 10% sibling discount for additional enrolled children. Encourages families to increase lesson frequency and enroll multiple children.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

NJSwim operates six indoor, heated-pool swim schools across New Jersey that deliver year-round private and small-group swim instruction for infants through adults, anchored by the proprietary SwimSure curriculum. The company sells weekly recurring group and private lessons, intensive weekly swim clinics, birthday party packages, parent-baby classes, advanced Swim Team Prep, and lifeguard certification, with enrollment handled through its website, phone sales, and the iClassPro Parent Portal.

Product overview

NJSwim is a swim school offering a unified portfolio of aquatic education services for children across New Jersey. The core offering consists of group swim lessons organized into 11 SwimSure curriculum levels spanning parent-baby classes (starting at 2 months) through advanced swim team prep, supplemented by private lessons, intensive weekly swim clinics, and birthday party packages. The SwimSure curriculum, with 100+ milestones, serves as the instructional backbone across all programs. Additional offerings include lifeguard certification training, water safety education programs, and a parent portal for scheduling and billing. The company operates six physical locations in New Jersey (Brick, Florham Park, Lakeside, Manasquan, Sparta, Turnersville), each featuring heated indoor pools, certified instructors, and consistent SwimSure-based instruction.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Swim Lessons Structured weekly group swim instruction organized by age and skill level across 11 SwimSure curriculum levels, including Parent & Baby (2-35 months), Toddler (6-35 months), Preschool (3 years), Kids (4+ years), and Advanced (5+ years). Pricing starts at $35-$36 per 30-minute class with maximum 4:1 student-to-teacher ratios for most levels.
• Private Swim Lessons One-on-one swim instruction customized to individual learning needs, providing personalized attention and accelerated progression. Pricing starts at $75-$77 per class at Manasquan and Sparta locations.
• Weekly Swim Clinics Intensive five consecutive days of 30-minute swim lessons covering water safety fundamentals through stroke technique, designed to achieve five weeks of progress in five days.
• Swim Birthday Parties Pool party hosting packages at select NJSwim locations (Brick, Lakeside, Sparta, Turnersville) with 2-hour facility access, 90 minutes of private pool swim time, certified lifeguard supervision, party assistant, and setup/cleanup. Priced at $411 for up to 25 swimmer guests for active enrolled families, or $513 for inactive families.
• Free Trial Swim Lessons Complimentary introductory swim lesson that allows new families to experience the SwimSure curriculum, instructor approach, and facility environment before committing to enrollment.
• Bathtime Babies (Parent & Baby Swim Class) Parent-and-baby swim class for infants aged 2-5 months focused on early water comfort, parent-child bonding, and sensory exploration in a warm indoor pool with a 10:1 ratio and 30-minute sessions.
• Swim Team Prep Pre-competitive swim program for swimmers who have completed Level 11, focusing on refining all four competitive strokes (freestyle, backstroke, breaststroke, butterfly), building stamina, and preparing for school meets. Held with a 10:1 class ratio and 60-minute sessions.
• SwimSure Curriculum Program The proprietary instructional framework underlying all NJSwim lessons, featuring 100+ developmental milestones across 11 progressive levels built on a "learn to float" philosophy with play-based teaching methods (props, songs, games, prizes).
• Water Safety Education Program Comprehensive water safety education initiative incorporating the Dual Safety Foundation (Jump-Turn-Swim and Roll-to-Backfloat) into every lesson, supported by an annual Water Safety Week, Clothesline Day events, and free school outreach presentations.
• American Red Cross Lifeguard Certification American Red Cross lifeguard certification course available for teens aged 15 and older, providing professional water safety training and credentials.

Quantifiable outcome

• 88% reduced risk of drowning for children ages 1-4 who take formal swim lessons
• +3 more outcomes

Named customers8 records

Segments6 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

Seven partnerships are on record, tiered minor and core.

• Every Child a Swimmer (ISHOF)minorOthersA national effort supported by NJSwim to increase swim access and awareness in underserved communities. Part of NJSwim's broader commitment to water safety beyond the pool.
• The Miss Tristan FoundationminorOthersFoundation created in honor of a young life lost to drowning, supporting water safety education through curriculum advocacy and parental education. NJSwim supports this foundation as part of drowning prevention efforts.
• Hope Floats FoundationminorOthersProvides scholarships for families in need, giving more children the chance to learn essential water safety skills and build confidence in the water. NJSwim participates by referring families and supporting scholarship funding.
• Kinetic KidsminorOthersOrganization that empowers children with special needs to thrive through sports, recreation, and community programs. NJSwim supports this organization in its water safety education mission.
• Collin's Hope FoundationminorOthersWorks to end childhood drowning through education, awareness, and community outreach. NJSwim supports this foundation's mission as part of broader water safety commitment.
• Texas Water Safety CoalitionminorOthersStatewide network dedicated to reducing drowning and promoting water safety through education, collaboration, and public awareness. NJSwim supports this organization as part of national water safety efforts.
• iClassPro (Parent Portal)coreTechnology or IntegrationNJSwim uses iClassPro software for customer relationship management, online enrollment, scheduling, billing, and the Parent Portal app. This technology platform enables the company's subscription billing, makeup lesson tracking, and customer communication.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Big Blue Swim School: Regional/national swim school chain with year-round indoor pools and age-based curriculum. Comparable to NJSwim in facility model, lesson structure, and target demographic.
• Aqua-Tots Swim Schools: International franchise operating year-round indoor swim schools with proprietary curriculum for infants through advanced swimmers. Directly comparable on multi-level curriculum, family-oriented programming, and warm-water pool facilities.
• SafeSplash Swim School: National swim school franchise providing curriculum-based lessons for infants through adults. Comparable on structure (group/private lessons, progression levels, facility-based operations) and target demographic.
• British Swim School: Franchise-based swim school operating across the US, focused on survival and learn-to-swim instruction for all ages. Similar offering to NJSwim with a focus on water safety and graduated progression.
• Goldfish Swim School: National franchise offering year-round indoor swim lessons for children ages 4 months to 12 years using a proprietary curriculum. Highly comparable to NJSwim on facility model, age-segmented curriculum, and warm-water indoor pool approach.
• Emler Swim School: Parent company of NJSwim, operating swim schools under the same SwimSure curriculum across multiple US states. It is the most directly comparable operator given shared curriculum, brand lineage, and facility-based learn-to-swim model.

Regional players

• Kingfisher Aquatics: Regional swim school in the Northeast offering indoor lessons for children and adults. Comparable to NJSwim in facility and curriculum approach, though smaller geographic footprint and competing primarily in neighboring metro areas.
• SwimJim Swim School: Regional operator with multiple locations in the NY/NJ metro area providing year-round swim instruction. Direct competitor in NJSwim's geography with similar facility-based, multi-level curriculum approach.

Broad incumbents

• YMCA (National Council of Young Men's Christian Associations): Broad incumbent operating community aquatics facilities nationwide, offering swim lessons for all ages at lower price points. Competes with NJSwim for swim instruction dollars but is not a specialist children's curriculum operator.

Emerging players

• Sunsational Swim School: Provider of private in-home and community-pool swim lessons, primarily focused on one-on-one instruction. Competes with NJSwim's private lesson offering but lacks the dedicated indoor facility and group curriculum structure.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/njswim
• Xx.com/njswim

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&A

Investments

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

Frequently asked questions about Njswim