Swimming Teachers' Association

Name

Swimming Teachers' Association

Legal name

The Swimming Teachers' Association Limited

Website

https://sta.co.uk

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Aquatic Education and Training

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industries

Pool, Aquatics & Water Feature Maintenance (EDAEAAAI), Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)

Keywords

• Swimming teacher qualifications
• Aquatics training programmes
• Learn to swim curriculum
• Pool plant certification
• Lifeguard qualification courses

Headquarters

HQ city

Falkirk

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Qualification Certification: STA awards regulated qualifications for swimming teaching, pool lifeguarding, pool plant operations, first aid, and health & safety. Revenue comes from course fees, assessment fees, and certification charges through their Safety Training Awards awarding organisation.
2. STA Membership: Annual membership providing insurance coverage, access to STA Online portal, member discounts (including Zoggs exclusive discounts), CPD resources, and business support.
3. STA Swim-Shop: E-commerce storefront selling swimming awards, certificates, badges, resource manuals, branded clothing, equipment, and online learning courses.
4. Online Learning / CPD: Digital CPD programmes including Autism Swim modules, pool snorkelling, safeguarding, trauma-informed training, and webinars with industry experts.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

The Swimming Teachers' Association (STA) is a registered charity and national governing body that delivers Ofqual-regulated qualifications through its subsidiary Safety Training Awards in swimming teaching, pool lifeguarding, pool plant operations, first aid, and health and safety. It sells annual membership (with insurance) to swimming teachers and aquatic professionals, operates a Swim Academy model used by leisure operators to deliver its International Learn to Swim Programme with branded children's awards, and provides online CPD/e-learning plus pool facility management software (i-tus) and an e-commerce swim shop.

Differentiator

Problem solved

Functional benefit

Brands

• Safety Training Awards: STA's awarding organisation delivering regulated qualifications in swimming teaching, lifesaving, first aid, and pool plant operations.
• STA Excel
• i-tus

Products and services

• STA Membership

Quantifiable outcome

• Swimming pools with trained pool water operators are 4 times more likely to have adequate schematic diagrams, 3 times more likely to know turnover periods, and 3 times more likely to have Cryptosporidium management procedures
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

30 partnerships are on record, tiered core, minor, major and flagship.

• Active LambethcoreChannel Partner/ Reseller/ Distributor · 26 June 2026Active Lambeth renewed STA Swim Academy partnership and is preparing to launch new graded Learn to Swim Programme for their community swimming lessons.
• GreenTech InternationalminorGTM or Marketing Partner · 25 June 2026New aquatics partnership announced June 2026 for joint webinars on pool water quality topics including biofilms in swimming pools. James Lee, Managing Director of GreenTech International, co-presents with STA Pool Plant Tutor Chris Bateman.
• Wychavon LeisurecoreChannel Partner/ Reseller/ Distributor · 19 June 2026Wychavon Leisure launched STA Swim Academy and Approved Training Centre to deliver standardised swimming teaching programmes and in-house teacher training.
• SwimwellminorChannel Partner/ Reseller/ Distributor · 16 June 2026STA joined Swimwell to mark the official opening of their new purpose-built pool, supporting their aquatic programme launch.
• Pool Operators ClubminorStrategic or Co-development Partner · 17 April 2025New partnership with Pool Operators Club announced April 2025 to support pool operators with training and qualification needs.
• RNLImajorStrategic or Co-development Partner · 7 April 2025New partnership with Royal National Lifeboat Institution to promote water safety education. Combines STA's swimming teaching expertise with RNLI's water safety advocacy.
• OneRencoreChannel Partner/ Reseller/ Distributor · 27 November 2024OneRen expanded its in-house training model with STA to deliver qualifications aligned to CIMSPA professional standards for their aquatic staff.
• Swim EnglandflagshipStrategic or Co-development Partner · 2 October 2024First-ever strategic partnership between STA and Swim England, formalised through a Memorandum of Understanding. Aims to foster collaboration, promote aquatic activity, ensure opportunity for everyone to swim, fill teacher vacancies, and improve access to pools and blue spaces.
• Inverclyde LeisurecoreChannel Partner/ Reseller/ Distributor · 27 September 2024Inverclyde Leisure launched as official STA Swim Academy implementing International Learn to Swim Programme for 1,500 swimmers. Second stage will see them become an Approved Training Centre for in-house teacher training.
• CAA (Civil Aviation Authority)minorStrategic or Co-development Partner · 20 September 2024Partnership announced September 2024 for collaborative work on aquatic standards and training programmes.
• Swimming AllianceflagshipStrategic or Co-development Partner · 11 June 2024Swimming Alliance is a collaborative group of leading aquatics sector organisations convened by Sport England. STA is a founding member alongside Swim England, RLSS UK, GLL, Everyone Active, and others. Alliance addresses common challenges including school sport investment, pool closures, and drowning prevention.
• Myrtha PoolsmajorStrategic or Co-development Partner · 15 July 2022Extended partnership with Myrtha Pools, a leading swimming pool construction company. Partnership supports pool development projects and pool plant training needs.
• Level WatermajorStrategic or Co-development Partner · 29 September 2021Partnership to give children with disabilities a great start in swimming. Combines Level Water's expertise in disabled swimming with STA's training programmes and qualifications.
• Virgin ActivemajorChannel Partner/ Reseller/ Distributor · 21 September 2021STA supported the launch of Virgin Active's first National Training Academy, providing qualification frameworks and training support for their aquatic staff.
• KonfidenceminorGTM or Marketing Partner · 29 September 2020Eco-focussed partnership featuring Konfidence's Splashy swimwear range made from e-Flex material. STA branding appears on Splashy packaging. Members receive 10% discount across Konfidence range.
• Total ImmersionminorGTM or Marketing Partner · 1 September 2020Recognition agreement where STA recognises Total Immersion's UK swimming pool coaches who hold STA membership. Members receive 50% discount on Total Immersion products and e-books.
• Bigwave MediaminorStrategic or Co-development Partner · 17 August 2020Partnership to provide free 'At Distance Market Potential Assessments' for leisure pool operators. Bigwave Media, a CIMSPA board member, offers business analysis to help operators identify cost savings and new income streams.
• Wayne GoldsmithminorStrategic or Co-development Partner · 23 April 2020Champion partnership with multi-award-winning sports coach from Australia. Wayne delivers online CPD webinars for swimming teachers covering swimming skills, confidence building, and leadership. Members receive 25% discount on courses.
• Glasgow LifecoreChannel Partner/ Reseller/ Distributor · 6 March 2020Glasgow Life adopted STA's Pool Lifeguard qualification for approximately 250 lifeguards across 12 swimming pools. Became an Approved Training Centre with Safety Training Awards for in-house training delivery, creating time and cost efficiencies.
• Autism SwimmajorStrategic or Co-development Partner · 16 January 2020Partnership with world leaders in inclusive aquatics to create online CPD modules covering Dyspraxia, ADHD, Behaviour Support, Communication, Neurodiversity, Sensory-Based Sessions and Visual Scheduling. Extended globally to IFSTA members in 19 countries.
• Mermaids UKmajorStrategic or Co-development Partner · 13 January 2020Launched the UK's first Level 2 Award in Aquatic Teaching - Mermaid and Mono Fin Swimming qualification. Industry-first regulated qualification addressing safety concerns and teaching standards in mermaid swimming.
• Leisure Media / Leisure OpportunitiesminorGTM or Marketing Partner · 7 January 2020Strategic media partnership to promote swimming teaching as a career and address teacher shortages. Leisure Opportunities magazine and website support STA's aims by showcasing career opportunities.
• Love the OceansminorOthers · 30 November 2019Charitable partnership supporting Love the Oceans' swimming pool construction in Mozambique. STA raised £500 to help teach around 200 children annually to swim and prevent drowning in an area with significant water safety challenges.
• Aqua SensoryminorGTM or Marketing Partner · 22 November 2019Exclusive partnership providing STA members with 20% discounted access to Aqua Sensory's mindful and attuned teaching ethos resources for early-years learn-to-swim. Includes practical guides, videos, parent fact sheets, and lesson plans.
• SPATAminorStrategic or Co-development Partner · 24 August 2018Industry partnership with Swimming Pool and Allied Trades Association to strengthen pool plant industry standards and promote professional development.
• Safety Training AwardscoreStrategic or Co-development PartnerSafety Training Awards is STA's subsidiary awarding organisation providing Ofqual-regulated qualifications in swimming teaching, lifesaving, first aid, pool plant, and health & safety. Qualifications are endorsed by CIMSPA and aligned to National Occupational Standards.
• IFSTAcoreStrategic or Co-development PartnerInternational Federation of Swimming Teachers Associations. STA partners with IFSTA to deliver qualifications and programmes internationally across 19 countries, extending STA's reach globally.
• i-tuscoreTechnology or Integrationi-tus is a pool plant management and facility operations software designed by STA to help swim schools and pool operators with risk management, daily organisation, and business operations.
• CIMSPAcoreStrategic or Co-development PartnerSTA qualifications are endorsed by CIMSPA (Chartered Institute for the Management of Sport and Physical Activity) against the sector's professional standards. Safeguarding and CPD programmes carry CIMSPA endorsement and CPD points.
• ZoggsminorGTM or Marketing PartnerExclusive affiliate partnership offering STA members exclusive discounts on Zoggs swimming equipment, goggles, and apparel through the STA Swim-Shop.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• YMCA Awards: UK awarding organisation covering fitness, aquatic, and leisure qualifications. Competes with STA in regulated teacher and pool-side qualifications for the leisure workforce.
• Royal Life Saving Society UK (RLSS UK): UK charity delivering regulated lifeguard, lifesaving, and first aid qualifications. Closest direct competitor to STA's Safety Training Awards in the lifeguarding/lifesaving qualification category.
• Swim England: UK national governing body for swimming that delivers its own learn-to-swim programmes and teacher qualifications. Directly comparable as a rival awarding/standards body that STA now partners with via 2024 MoU.
• Active IQ: Ofqual-regulated awarding organisation for active leisure, fitness, and pool qualifications. Comparable to Safety Training Awards in the same regulated-qualifications value chain.

Broad incumbents

• British Swimming: UK national federation for competitive swimming. Adjacent to STA's aquatic teaching/lifesaving focus but oriented toward elite competitive pathways rather than learn-to-swim and lifeguarding.
• CIMSPA (Chartered Institute for the Management of Sport and Physical Activity): UK professional standards body that endorses STA qualifications. Comparable as a sector governance body but operates as a broader professional standards institute across all sport, not just aquatics.
• World Aquatics (FINA): Global governing body for aquatic sports. Comparable as an international standard-setting body, but at a much larger scale and focused on competitive disciplines rather than teaching/lifesaving.

Emerging players

• Total Immersion Swimming: Swimming method specialist with a recognition agreement with STA. Comparable in the swim-coaching instruction space but a niche methodology provider rather than a full awarding body.
• Autism Swim: Specialist in inclusive aquatics whose CPD modules are distributed via STA and partner ATs. Comparable in the specialised aquatic teaching niche but operating as a content partner rather than awarding body.
• PWTAG (Pool Water Treatment Advisory Group): UK advisory body for pool water safety that has approved STA as a training organisation. Comparable as a sector authority in pool plant — an adjacent but overlapping niche to STA's pool plant qualifications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/STA_HQ
• LinkedInlinkedin.com/company/swimming-teachers-association
• Facebookfacebook.com/STAHealthLeisureLife

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 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 Swimming Teachers' Association