Fulton Swim School
Fulton Swim School is a New Zealand founder-owned swim school operating six purpose-built indoor pool facilities across the North Island, teaching structured learn-to-swim classes year-round to families, children, and adults via monthly direct debit subscriptions.
- Company typePrivate
- Founded2005
- HeadquartersPukekohe East, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Fulton Swim School does
Fulton Swim School is a New Zealand-based, founder-owned private swim school operating six purpose-built, heated indoor pool facilities across the North Island (Botany, Patumahoe, Puni, Papamoa, New Plymouth, Upper Hutt) with a seventh (Drury) announced for 2028. Founded in 2005 by Daniel Fulton, the company delivers a structured learn-to-swim curriculum segmented by age and ability across babies (0-18 months), toddlers, preschool, school-age, adult, and squad-level classes, with small class sizes capped at five students per teacher and pools held at a consistent 32°C with state-of-the-art water treatment.
The core technology is physical infrastructure rather than software: purpose-built teaching pools with controlled depth profiles (0.7m-1.3m), centralized water treatment, and dedicated learn-to-swim environments rather than multi-use pools. A mobile app (FSS App) and online parent portal handle bookings, attendance, makeup token management, progress tracking, and direct debit payments, supplied/built on the iClassPro platform.
The business model is subscription-style monthly direct debit, billed on the first of each month at NZ$21-27 per standard lesson (varies by location) and NZ$70-75 for 25-minute private lessons. Year-round continuous programming with no term-based lock-in, unlimited non-expiring makeup tokens, and an on-site/online retail shop for swim gear and gift vouchers are the principal revenue streams. GTM is direct-to-consumer with no channel partners, supported by Google reviews (4.5-4.9 across locations), word-of-mouth referrals, and a centralized support office.
Fulton Swim School firmographics
Firmographics- Name
- Fulton Swim School
- Legal name
- Fulton Swim School
- Website
- https://fultonswimschool.co.nz
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fulton Swim School is a New Zealand founder-owned swim school operating six purpose-built indoor pool facilities across the North Island, teaching structured learn-to-swim classes year-round to families, children, and adults via monthly direct debit subscriptions.
- Ownership category
- akta.pro rank
Fulton Swim School industry classification
Industry- Product category
- Swimming Instruction
- NAICS
- Sports and Recreation Instruction (61162)
- akta.pro primary industry
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)
Keywords
Where Fulton Swim School is headquartered
LocationHeadquarters
- HQ city
- Pukekohe East
- HQ country
- New Zealand
- HQ region
- Oceania
Offices7 records
Markets served
Fulton Swim School business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Swimming Lessons - Standard Classes: Weekly swimming lessons billed monthly in advance via direct debit from credit/debit card on the 1st of each month. Payments calculated based on number of lessons booked per month (4-5 lessons typically).
- Private Swimming Lessons: One-on-one private lessons for children with special needs or those requiring individualized attention. Priced at $70 off-peak and $75 peak times per 25-minute session.
- On-site Retail Shop: Sale of swim caps, goggles, reusable nappies, and other swimming accessories at each facility location and through online shop.
- Gift Vouchers: Online and physical gift vouchers available for purchase in any amount, sold directly through facilities or via the website shop.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Botany standard lessons |
| Unit Pricing | Monthly | New Plymouth standard lessons |
| Unit Pricing | Monthly | Upper Hutt standard lessons |
| Unit Pricing | Monthly | Patumahoe standard lessons |
| Unit Pricing | Monthly | Papamoa standard lessons |
| Unit Pricing | Monthly | Private one-on-one lessons |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Fulton Swim School product offering
Product offeringCore offering
Fulton Swim School provides structured, year-round learn-to-swim instruction across six purpose-built heated pool facilities on New Zealand's North Island. The school offers age-segmented programs from babies (0-18 months) through adults, using small class sizes (maximum 5 students per instructor), 32-degree Celsius heated pools, and Swimming New Zealand-accredited teachers. Customers enroll via direct debit monthly billing, with bookings managed through a website, mobile app, and centralized support office.
Product overview
Fulton Swim School offers a structured learn-to-swim program across 6 locations throughout New Zealand's North Island. The core offering consists of age-segmented swimming lesson programs: Babies (0-18 months), Toddlers (19 months-3 years), Preschool (3-5 years), School Age (5+ years), Squads (competitive introduction), and Adults. Each program contains multiple progressive levels with themed names (e.g., Jellyfish, Nemos, Wiggles, Sprats, Rugrats, Stingers, Pirates, Transformers). The company also offers private one-on-one lessons, an FSS mobile app/parent portal for bookings and progress tracking, an online shop for swim gear and gift vouchers, and swim level assessments. The business operates year-round (excluding Christmas/New Year and public holidays) with direct debit payment, small class sizes (max 5 students), and heated pools at 32 degrees.
Differentiator
Problem solved
Functional benefit
Companies that use Fulton Swim School
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles3 records
Fulton Swim School technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fulton Swim School partnerships and signals
Strategic signalScale indicators4 records
Recent moves13 records
Expansion highlights5 records
Fulton Swim School competitors and assessment
Company assessmentDirect peers
- Goldfish Swim School: US-based franchise swim school offering year-round small-group lessons for children across multiple locations. Highly comparable: purpose-built warm-water facilities, small class ratios, tiered curriculum (Mini to Pro), and direct-to-consumer subscription model — directly analogous to Fulton's structure and unit economics.
- Kingfisher Swim School: New Zealand swim school operator with multiple North Island locations offering structured lessons for children. Direct regional competitor sharing Fulton's geography, customer demographic, and small-class learn-to-swim positioning.
- British Swim School: Franchise swim school operating across the US with a focus on water safety and survival skills taught in small classes. Similar to Fulton in offering a structured learn-to-swim curriculum with year-round enrollment and small instructor-to-student ratios.
- SafeSplash Swim School: US-based franchised swim school focused on small-group lessons for children with proprietary curriculum and warm-water pools. Directly comparable business model and customer base to Fulton Swim School.
- SwimJim: US-based swim school with multiple locations offering structured learn-to-swim lessons for children and adults in small classes. Comparable year-round enrollment, direct-to-consumer model, and tiered curriculum.
- H2O Swim School: New Zealand swim school operator providing lessons across age groups with year-round enrollment. Comparable direct competitor operating in the same North Island markets as Fulton with similar small-class methodology.
- Aqua-Tots Swim School: International franchised swim school with year-round small-group lessons, dedicated warm-water facilities, and tiered curriculum. Highly comparable operational footprint and pricing model.
- Leslie's Swim School: Established New Zealand swim school with multiple locations offering group and private lessons for all ages. Closest competitor in NZ by geography, customer base, and full-lifecycle lesson program (babies through adults).
Others
- Swimming New Zealand: National governing body for competitive swimming in New Zealand and accrediting body for Fulton Swim School's instructors. Relevant as an industry body governing standards, teacher accreditation (NZSCTA awards), and competitive pathways that influence Fulton's squads program.
- iClassPro: Class management and billing software provider for swim schools and children's activity businesses, and listed on Fulton's website as the platform powering their booking and parent portal system. Relevant as enabling technology and industry-standard tooling for the swim school vertical.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks4 records
Key highlights6 records
Customer concentration
Fulton Swim School social profiles
Digital presenceFulton Swim School financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fulton Swim School leadership team
Management profileNumber of profiles
Profiles10 records
Fulton Swim School funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fulton Swim School M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fulton Swim School
What does Fulton Swim School do?
Fulton Swim School provides structured, year-round learn-to-swim instruction across six purpose-built heated pool facilities on New Zealand's North Island. The school offers age-segmented programs from babies (0-18 months) through adults, using small class sizes (maximum 5 students per instructor), 32-degree Celsius heated pools, and Swimming New Zealand-accredited teachers. Customers enroll via direct debit monthly billing, with bookings managed through a website, mobile app, and centralized support office.
Is Fulton Swim School a public or private company?
Fulton Swim School is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fulton Swim School founded?
Fulton Swim School was founded in 2005. It employs 1 to 10 people.
Where is Fulton Swim School based?
Fulton Swim School is headquartered in Pukekohe East, New Zealand, in the Oceania region.
How does Fulton Swim School make money?
Four revenue lines are on record. Swimming Lessons - Standard Classes are the primary driver. The others are private Swimming Lessons, on-site Retail Shop and gift Vouchers.
Who are Fulton Swim School's main competitors?
Direct peers on record are Goldfish Swim School, Kingfisher Swim School, British Swim School, SafeSplash Swim School, SwimJim, H2O Swim School, Aqua-Tots Swim School and Leslie's Swim School. Others are Swimming New Zealand and iClassPro.
Does Fulton Swim School have an API?
No public API is recorded for Fulton Swim School.
What industry is Fulton Swim School in?
Fulton Swim School's product category is Swimming Instruction. Its primary akta.pro industry code is EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding). Its NAICS code is 61162.