King’s Swim Academy

What King’s Swim Academy does

King's Swim Academy is a privately held swim school operating two purpose-built indoor facilities in San Carlos and San Mateo, California, serving families across the San Francisco Bay Area Peninsula including Belmont and Redwood City. The company delivers year-round group and private swim instruction through a progressive curriculum segmented by age from infancy (2-5 months) through advanced competitive stroke development, using small class ratios (4:1 to 10:1) in 90-degree heated pools with UV and chlorination water treatment. Founded by Jeff and Joan Smith, both former competitive swimmers and coaches, the company is now part of the Emler Swim School family, a national network of 15+ swim school brands operating under the proprietary SwimSure™ curriculum developed from over 100 million lessons taught and 400+ years of combined teaching expertise.

The business operates on a subscription-recurring revenue model with continuous monthly enrollment, automatic billing on the 20th of the prior month, and a non-refundable $35 annual registration fee per active swimmer. Group lessons start at approximately $42-$43 per class and private lessons at $92 per class, with multi-swim (20% off second weekly class) and sibling (10% off) discounts plus free trial lessons for new families and 12 free make-up lessons annually. Supplementary revenue streams include Weekly Swim Clinics (five-day intensive programs at a lower price point) and weatherproof swim birthday parties for up to 25 children. The go-to-motion is direct-to-consumer across physical locations, online booking via the iClassPro parent portal, and phone enrollment, supported by content marketing, organic social, and community water-safety outreach.

King's Swim Academy differentiates through curriculum depth, instructor expertise backed by Olympic medalist endorsements (Amanda Beard and Nim Shapira), flexible scheduling with make-up policy, and community partnerships with water-safety nonprofits. The 2025 Best of San Mateo recognition and 15,000+ five-star parent reviews across the Emler network provide reputational credibility, while service quality and safety outcomes (cited 88% drowning-risk reduction for children ages 1-4 per NIH research) anchor the value proposition. There are no AI/ML or proprietary technology platforms; the business is fundamentally a high-touch service operation where instructor quality, curriculum rigor, and facility standards are the primary drivers of value.

Name

King’s Swim Academy

Legal name

King's Swim Academy

Website

https://kingsswimacademy.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

King's Swim Academy is a privately held, two-location indoor swim school in the Bay Area Peninsula serving families with year-round group and private lessons, operating under the Emler Swim School network's SwimSure™ curriculum and a continuous monthly subscription model.

Ownership category

akta.pro rank

Product category

Swim Instruction Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYEDALAIAF

Aquatics Programs (Pools, Swim Lessons, Lifeguarding)

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYMPAKAEAF

Aquatic Centers & Swimming Facilities

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

Keywords

• Swim instruction
• Swim lessons
• Water safety education
• Youth swimming
• Private swim coaching

Headquarters

HQ city

San Carlos

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Swim Lesson Tuition: Monthly recurring tuition billed automatically on the 20th of the prior month. Tuition is based on the number of class days scheduled for that month, with most months containing 4 lessons and some containing 5. Prorated tuition for mid-month enrollment or withdrawal.
2. Annual Registration Fee: Non-refundable $35 annual registration fee charged at enrollment and again each year on the anniversary month.
3. Swim Birthday Parties: Weatherproof pool parties available for up to 25 children at a flat rate. Active students receive 20% discount.
4. Swim Clinic Programs: Five consecutive days of 30-minute intensive swim lessons offered at a lower price point to accelerate progress.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

King's Swim Academy delivers year-round indoor swim instruction across 11 progressive SwimSure™ levels for learners aged 2 months through adult, at two California facilities in San Carlos and San Mateo. Offerings include group lessons (parent-baby, toddler, preschool, kids, advanced), one-on-one private lessons, weekly intensive swim clinics, and weatherproof swim birthday parties, with continuous monthly subscription billing and a free trial lesson for new families.

Product overview

King's Swim Academy offers swimming lessons and aquatic programs for children and families. The organization provides structured swim instruction through various levels, utilizing a parent portal system (iClassPro) for scheduling, registration, and communication. The academy operates as a single-service swim school with lessons organized by skill level rather than as a multi-product platform.

Differentiator

Problem solved

Functional benefit

Brands

• SwimSure™: Proprietary swim lesson curriculum with 100+ developmental milestones across 11 progressive levels. The gold standard in learn-to-swim education that integrates water safety into every skill, level, and lesson.
• An Emler Swim School

Products and services

• Bathtime Babies (Parent & Baby Swim Lessons) 30-minute group swim lessons for infants aged 2-5 months with parent participation, 10:1 ratio, introducing early water comfort and safety skills; free all summer.
• Toddler Swim Lessons 30-minute toddler swim lessons for ages 6-35 months across Levels 1A, 1B, and 2 with parent participation in water for early levels; ratios of 6:1 (Levels 1A/1B) and 4:1 (Level 2).
• Preschool Swim Lessons 30-minute preschool swim lessons for age 3 across Levels 3, 4, and 5, with children swimming independently (no parent in water) at a 4:1 ratio.
• Kids Swim Lessons 30-minute swim lessons for ages 4+ across Levels 6 through 9 focusing on freestyle and backstroke technique, breath control, endurance, and confidence building at a 4:1 ratio.
• Advanced Swim Lessons 30-minute advanced swim lessons for ages 5+ across Levels 10, 11, and Swim Team Prep focusing on competitive strokes including butterfly and breaststroke, endurance, and swim team preparation at a 4:1 ratio.
• Private Swim Lessons One-on-one private swim lessons for accelerated, personalized instruction, priced per seat from $92/class at the San Carlos location, billed monthly.
• Adult Swimming Lessons Swim lessons for teens and adults tailored for comfort in the water, safety, fear reduction, stroke technique improvement, and fitness swimming, delivered in small classes capped at 4 swimmers per instructor.
• Weekly Swim Clinics Five consecutive days of 30-minute intensive swim lessons covering water safety fundamentals to stroke technique, offered at a lower price point to accelerate progress.
• Swim Birthday Parties Weatherproof pool birthday parties at the facility for up to 25 children, priced at a flat rate; active students receive a 20% discount.

Quantifiable outcome

• 88% reduction in drowning risk for children ages 1-4 who take formal swim lessons
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

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

• Emler Swim SchoolcoreStrategic or Co-development PartnerKing's Swim Academy joined the Emler Swim School family, a national network of 15+ trusted swim school brands. This partnership provides access to the SwimSure™ curriculum (developed through 100+ million lessons and 400+ years of combined expertise), shared best practices, national support, and brand credibility. The network enables consistent, high-quality instruction across all locations.
• Amanda BeardflagshipOthersOlympic medalist swimmer who endorses King's Swim Academy schools. Her involvement provides credibility and trust for families seeking professional swim instruction.
• Nim ShapiraflagshipOthersOlympic medalist who backs King's Swim Academy schools. Provides celebrity endorsement and credibility for the brand.
• Every Child a Swimmer (ISHOF)minorGTM or Marketing PartnerNational effort to increase swim access and awareness in underserved communities. King's Swim Academy supports this initiative.
• Hope Floats FoundationminorGTM or Marketing PartnerProvides scholarships for families in need, giving more children the chance to learn essential water safety skills. King's Swim Academy supports this foundation.
• Collin's Hope FoundationminorGTM or Marketing PartnerFounded in memory of a young boy who drowned, works to end childhood drowning through education, awareness, and community outreach. King's Swim Academy supports this foundation.
• Miss Tristan FoundationminorGTM or Marketing PartnerCreated in honor of a young life lost too soon, supports water safety education through curriculum advocacy and parental education. King's Swim Academy supports this foundation.
• Texas Water Safety CoalitionminorGTM or Marketing PartnerStatewide network of organizations and advocates dedicated to reducing drowning and promoting water safety through education, collaboration, and public awareness. King's Swim Academy supports this coalition.
• Kinetic KidsminorGTM or Marketing PartnerEmpowers children with special needs to thrive through sports, recreation, and community programs. King's Swim Academy supports this organization.
• RuffleButtsminorOthersPartnership with RuffleButts, makers of adorable, functional swimwear designed for kids. Their swimsuits meet lesson guidelines and are recommended for comfort, play, and pool safety.
• iClassProcoreTechnology or IntegrationiClassPro provides the customer portal and mobile app used for enrollment management, scheduling, absence submission, makeup class booking, and progress tracking. This platform is integral to daily operations and customer experience.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Saf-T-Swim: Long-running East Coast swim school with multiple year-round indoor pool locations offering lessons for infants through adults. Comparable to King's on year-round indoor instruction, multi-level curriculum, and family-oriented programming.
• SwimJim Swim School: Multi-location New York-based swim school offering year-round indoor lessons for children and adults with progressive curricula. Comparable to King's on urban/suburban indoor facility model and segmented age-based programming.
• British Swim School: Franchised swim school with 200+ locations across the US offering water-survival and stroke-development lessons for infants through adults. Comparable to King's on safety-first curriculum philosophy, age-segmented levels, and franchise-based distribution.
• Emler Swim School: Parent company of King's Swim Academy and a national network of 15+ swim school brands built on the SwimSure™ curriculum. Direct comparable on operating model, curriculum IP, and target customer; effectively King's sibling operating company.
• Aqua-Tots Swim Schools: International franchised swim school with 100+ locations providing year-round lessons for infants through adults using a proprietary 8-level curriculum. Closely comparable to King's on year-round indoor pools, age-segmented levels, and franchise/unit economics.
• Sunsational Swim School: US-based swim instruction provider offering private and group lessons at customer pools and partner facilities. Comparable to King's on children-focused swim instruction, but operates a lower-fixed-cost, mobile model versus King's facility-based approach.
• Goldfish Swim School: Largest franchised learn-to-swim school in North America with 160+ locations offering year-round indoor warm-water lessons for children 4 months–12 years. Directly comparable to King's on customer segment, curriculum-led positioning, and subscription model.
• Big Blue Swim School: Fast-growing franchised swim school with multiple US locations, offering year-round indoor warm-water lessons with progressive curricula for children. Comparable to King's on curriculum-driven instruction, indoor facilities, and parent-targeted marketing.

Regional players

• Hubbard Swim School: Texas-based swim school with multiple locations providing year-round indoor lessons for children and adults. Comparable on indoor facility-based instruction model, but primarily serves the Texas market rather than California.

Others

• USA Swimming Foundation: National non-profit that promotes learn-to-swim and water-safety programming, including Make-a-Splash local partner initiatives. Comparable to King's as an ecosystem participant driving awareness and demand for formal swim instruction.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/KingsSwim
• LinkedInlinkedin.com/company/about
• Instagraminstagram.com/kingsswim

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 King’s Swim Academy