What Nemo Swimming does

Nemo Swimming is a UK-based, privately-held learn-to-swim school founded in September 2009 by Phil and Theresa, operating under the legal entity MayMask 209 (CRN: 07980193). The company delivers a structured, developmental milestone-based curriculum for babies, toddlers, pre-school, and school-aged children aged 0-12+ years across four sequential programmes (Nemo Babies, Nemo Toddlers, Nemo Pre-school, Nemo Juniors), with progression tracked through a badge and certificate system. Instruction takes place at three owned PaddlePod purpose-built venues in Killingworth (25m pool), Shiremoor (15m), and Whitley Bay (10m), plus partner venue Boldon Dive Centre, all within the North East of England.

The underlying technology stack is conventional SaaS rather than proprietary IP: bookings, scheduling, and parent progress tracking are handled by the DoDays platform; payments are processed via Stripe; email marketing runs on ActiveCampaign; and the website is hosted by Ready Steady Websites. The substantive intellectual property lies in the curriculum itself — 14+ years of refined lesson plans aligned to developmental milestones, including a proprietary framework for managing "Water Wobbles" (regression phases typical between 8-24 months). Small class sizes (maximum eight children with two instructors in pre-school) and instructors teaching in-water alongside parents in baby and toddler classes are the operational differentiators.

The business model is subscription-based recurring revenue: customers pay an initial month upfront, with ongoing monthly direct debit thereafter, and spaces carry forward term-to-term without rebooking. A freemium layer (one free trial class for Babies, Toddlers, or Pre-school) feeds the top of funnel. A 10-20% referral programme, content marketing through the company blog, and organic social drive community-led growth. A franchise model (deployed first in 2018 for South Tyneside) and an affiliated partner (SwimNE) provide geographic reach and seamless customer progression into junior and pre-competitive stages, respectively. No external funding, acquisitions, or PE/VC ownership is indicated.

Name

Nemo Swimming

Legal name

MayMask 209 (trading as Nemo Swimming)

Website

https://nemoswimming.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Nemo Swimming is a North East England learn-to-swim school founded in 2009 that delivers a subscription-based, developmental milestone curriculum for babies through 12-year-olds across three owned PaddlePod venues and franchise/partner locations.

Ownership category

akta.pro rank

Product category

Children's swimming education

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Child Care Services (62441)

akta.pro primary industry

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

Keywords

• Baby swimming lessons
• Toddler swimming classes
• Preschool swimming programmes
• Learn to swim pathway
• Children's swim school

Headquarters

HQ city

Newcastle Upon Tyne

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Swimming Lesson Subscriptions: Nemo Swimming operates on a subscription model where customers pay monthly for ongoing swimming lessons. When joining, customers pay upfront for their first month, then from the 1st of the following month, an agreed amount is collected from their nominated card on a recurring basis. Once booked, spaces carry forward term to term with no need to rebook.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Nemo Swimming delivers a structured, age-banded learn-to-swim pathway for children aged 0-12+ years, including Nemo Babies (0-18 months), Nemo Toddlers (18-36 months), Nemo Pre-school (3-4 years), and Nemo Juniors (5-12+ years). Classes are delivered at the company's own PaddlePod purpose-built venues and partner pool facilities across the North East of England on a monthly subscription basis, with free trial sessions available and progress tracked through the DoDays online booking platform.

Product overview

Nemo Swimming is a UK-based swim school offering a comprehensive learn to swim pathway called the 'Nemo Swimming Journey' for babies, toddlers, pre-school and school-aged children (0-12+ years). The core product portfolio consists of four age-bracketed swimming programmes: Nemo Babies (0-18 months), Nemo Toddlers (18-36 months), Nemo Pre-school (3-4 years), and Nemo Juniors (5-12+ years). Classes are delivered at the company's own PaddlePod venues (Killingworth, Shiremoor, Whitley Bay) and partner locations (Boldon Dive Centre), with junior lessons in Newcastle & North Tyneside delivered through partner SwimNE. The company operates a booking system via DoDays, offers free trial sessions, unlimited catch-up sessions, and a badges & certificates achievement programme. Founded in 2009, the company expanded through franchising in 2018 and opened its first owned venue in 2019.

Differentiator

Problem solved

Functional benefit

Products and services

• Nemo Babies Baby swimming classes for children aged 0-18 months, with instructors teaching in the water alongside parents. Focuses on parent-baby bonding, water safety skills, and developmental milestones using songs, games, and fun activities.
• Nemo Toddlers Toddler swimming classes for children aged 18-36 months designed to promote water safety and confidence, helping toddlers transition from parent-supported movement in the pool to independent paddling with floatation aids.
• Nemo Pre-school Pre-school swimming classes for children aged 3-4 years. Children go into the water without their grown-ups for the first time, with two instructors and a maximum of eight children per group, using games and floatation aids to develop independent swimming.
• Nemo Juniors Junior swimming lessons for school-aged children (5-12+ years) working through stages 1-10 and beyond, learning different strokes and techniques. Delivered in South Tyneside directly; in Newcastle & North Tyneside, equivalent lessons are delivered via partner SwimNE.
• PaddlePod Venues Purpose-built learn-to-swim venues for Nemo Swimming customers. Currently three locations: Killingworth (25m pool), Shiremoor (15m pool), and Whitley Bay (10m pool). Features include heated pools, modern changing rooms with baby changing stations, on-site cafés, soft play, role-play areas, sensory rooms, activity rooms, and free on-site parking.
• Free Trial Sessions Free taster sessions available for Nemo Babies, Nemo Toddlers, and Nemo Pre-school classes, allowing prospective customers to try a class before signing up for an ongoing monthly subscription.
• Catch-up Sessions Unlimited catch-up sessions offered to subscribers whose children miss their regular class due to illness or other commitments. Sessions must be booked up to seven days in advance with 24 hours notice required.
• Badges & Certificates Achievement Programme Achievement recognition programme awarding certificates at the end of each term and badges upon completing each stage (Nemo Babies, Nemo Toddlers, Red/Orange/Yellow/Green/Blue for Pre-school, Stages 1-10 for Juniors, plus distance awards).

Quantifiable outcome

• Children develop water confidence and safety skills from birth
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• SwimNEcoreStrategic or Co-development Partner · 1 January 2018SwimNE is an affiliated swim school (founded earlier by Nemo Swimming founder Phil) that delivers Nemo Juniors-equivalent swimming lessons for school-aged children in Newcastle & North Tyneside. When Nemo Swimming children start school (reception), they transition to SwimNE for continued learn-to-swim development through stages 1-10 and pre-competitive swimming. The companies also co-developed PaddlePod purpose-built venues.
• DoDayscoreTechnology or IntegrationDoDays provides the online booking platform for Nemo Swimming classes. Customers use DoDays to book trials, manage ongoing class bookings, view lesson schedules, track child progress, and access account information.
• Stripe Inc.coreTechnology or IntegrationStripe Inc. processes payment transactions securely for Nemo Swimming. Credit card details are encrypted and stored by Stripe; MayMask 209 (Nemo Swimming) does not have access to payment information.
• ActiveCampaignsupportingTechnology or IntegrationActiveCampaign provides email marketing services for Nemo Swimming's newsletter and marketing communications.
• Ready Steady WebsitessupportingTechnology or IntegrationReady Steady Websites provides website hosting services for nemoswimming.co.uk.
• Boldon Dive CentrecoreChannel Partner/ Reseller/ DistributorBoldon Dive Centre in South Tyneside provides pool facilities for Nemo Swimming classes. The 15m pool with modern changing areas hosts Nemo Babies, Toddlers, Pre-school, and Juniors classes for the South Tyneside territory.
• Splash AboutsupportingChannel Partner/ Reseller/ DistributorSplash About provides neoprene nappy covers and changing mats recommended for baby and toddler swimming lessons. Products available for purchase at Nemo Swimming venues.
• PaddlePod (venue brand)coreStrategic or Co-development PartnerPaddlePod is a joint venture between Nemo Swimming and SwimNE to develop purpose-built learn-to-swim venues. The first opened in Killingworth in late 2019. Venues feature heated pools, sensory rooms, play areas, and cafes designed specifically for baby and toddler swimming lessons.

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Others

• Splash About: UK-based swimwear and accessory brand (neoprene nappy covers, changing mats) sold at Nemo Swimming venues. Adjacent ecosystem participant rather than competitor.
• SwimNE: Affiliated swim school founded by Nemo Swimming founder Phil, delivering school-age lessons (Stages 1-10) in Newcastle & North Tyneside and co-developer of the PaddlePod venue brand. Operationally distinct but tightly intertwined with Nemo.

Direct peers

• SwimWay: UK private swim school specialising in lessons for babies through school-age children, including pre-competitive pathway. Direct competitor in the structured learn-to-swim model with similar age segmentation.
• Puddle Ducks: UK-wide baby and child swimming school operating a franchised model across multiple regions. Directly comparable in target customer (parents of babies/toddlers) and subscription-style class delivery.
• Turtle Tots: UK baby and toddler swimming programme with franchised network of instructors. Comparable in mission, age range (0-4 years primary), and structured curriculum approach.
• Water Babies: The UK's largest baby and toddler swimming school, offering structured lessons for ages 0-4 across the country. Most direct competitive peer in the learn-to-swim pathway for babies and pre-schoolers.

Broad incumbents

• Everyone Active: Large UK leisure centre chain operating swimming lesson programmes for children through its public leisure facilities. A generalist competitor offering learn-to-swim at scale via existing pool infrastructure.
• Better (GLL): Major UK public leisure operator running children's swimming lessons across a network of leisure centres. Represents broader-incumbent competition through local authority contracts and large-scale pool access.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Nemoswimminguk
• Facebookfacebook.com/nemoswimmingUK
• LinkedInlinkedin.com/company/nemo-swimming

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Nemo Swimming