Dupage Swimming Center

What Dupage Swimming Center does

DuPage Swimming Center is a privately held, family-owned learn-to-swim school founded in 2003 by Australian Olympic swimmer Ross Seymour and operating from a single indoor facility at 520 North Oakhurst Drive, Aurora, Illinois. The facility comprises two purpose-built pools — a 93°F shallow teaching pool (3–3.5 ft deep) and a 25-yard competition lap pool with a 9-foot deep end — supported by state-of-the-art air and water purification systems. The core technology is the proprietary 10-level curriculum (White through Non-Competitive Swim Team) developed by Seymour, with instructor ratios capped at a maximum of 4 students per instructor in group lessons.

The company serves four primary customer segments: children ages 3+ in structured group and private lessons, parent-tot pairs (3–36 months), adults seeking technique improvement or low-impact fitness, and competitive/team swimmers seeking advanced coaching. Revenue is generated across three mechanics: per-lesson or per-session fees for instruction (group lessons $18–$19 per class; private lessons $44–$50 per 30-minute session depending on package size; semi-private lessons $60–$66 per session), recurring monthly lap-swim memberships ($25 single, $30 couple, $35 family plus $5 per additional child), and one-time pool party facility rentals ($285 for 2 hours, $400 for 3 hours). Free swim evaluations are offered as a funnel mechanism for placement.

Distribution is direct-to-consumer via online registration (website forms and the Jackrabbit Class customer portal), phone, and walk-in. Marketing is conducted through Google AdWords/AdRoll remarketing, a Refer-a-Friend program, and published customer testimonials. The business operates within a family-owned aquatics ecosystem that includes sister companies Swimming Pool Management Systems (SPMS) and Pool Guards. According to company materials, more than 1 million students have been taught since the 2003 opening, and the center holds affiliations with the United States Swim School Association, Swim Australia, and the National Drowning Prevention Alliance.

Name

Dupage Swimming Center

Legal name

DuPage Swimming Center

Website

https://dupageswimmingcenter.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

DuPage Swimming Center is a family-owned indoor swim school in Aurora, Illinois, founded in 2003 by Australian Olympic swimmer Ross Seymour. It teaches a proprietary 10-level curriculum to children, parent-tot pairs, adults, and competitive swimmers across the Aurora, Naperville, and Plainfield suburbs.

Ownership category

akta.pro rank

Product category

Swim School Services

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

akta.pro primary industry

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

akta.pro secondary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Swimming lessons
• Swim school
• Learn to swim
• Swim team training
• Aquatic instruction

Headquarters

HQ city

Aurora

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Swimming Lessons: Core revenue stream from group, private, semi-private, parent/tot, adult, and swim team lessons. Priced per session or per lesson with package discounts available.
2. Lap Swim Memberships: Monthly and annual membership packages for lap swimming and open swim access. Single, couple, and family plans available.
3. Pool Parties: Facility rental for indoor pool parties. 2-hour and 3-hour packages available with party room, lifeguards, and pool games.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

DuPage Swimming Center is an indoor swim school that sells swimming instruction for all ages and skill levels, using a proprietary 10-level curriculum designed by Australian Olympic swimmer Ross Seymour. Core revenue comes from group, private, semi-private, parent/tot, adult, and swim team lessons taught across a 93°F shallow teaching pool and a 25-yard competition lap pool, supplemented by monthly/annual lap swim memberships and indoor pool party rentals.

Product overview

DuPage Swimming Center offers a comprehensive suite of learn-to-swim services built around two pools: a 93°F shallow teaching pool (3-3.5 ft deep) and a 25-yard competition lap pool with 9-foot deep end (83°F). The core product portfolio includes Group Lessons (10 progressive levels from White to Non-Competitive Swim Team), Private Lessons, Semi-Private Lessons, Parent/Tot Lessons for infants and toddlers, Adult Lessons, Swim Team Lessons, Lap & Open Swim memberships, Pool Parties, and free Swim Evaluations. The curriculum was developed by Australian Olympic swimmer Ross Seymour. No registration or enrollment fees are charged for most programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Lessons Structured group swimming lessons with a maximum of 4 students per instructor, using a 10-level curriculum (White, Red, Orange, Yellow, Blue 1, Blue 2, Green, Stroke Stars 1, Stroke Stars 2, Non-Competitive Swim Team) designed for children ages 3 and up, priced at $19 per class for one student and $18 per class for a second student (sibling).
• Private Lessons One-on-one 30-minute swimming instruction for children and adults of all skill levels, sold as single sessions ($50) or in packages of 5 ($240), 10 ($460), or 20 ($880) sessions, with credit expiration of 6 months for 5/10-packs and 1 year for the 20-pack.
• Semi-Private Lessons Two-student 30-minute swimming lessons sold in single ($66) or packaged sessions (5 for $320, 10 for $620, 20 for $1,200), suitable for siblings, friends, or paired learners of similar ability.
• Parent/Tot Lessons Parent-participation swimming lessons for children ages 3 to 36 months, taught in a 93°F shallow teaching pool using songs, games, and gentle teaching techniques to introduce submersion, safety, and floating; priced at $19 per class (one student) or $18 per class (parent + child).
• Adult Lessons Group swimming instruction for adults 18+ of all ability levels to reduce water fear and improve swimming technique, priced at $20 per class; private and semi-private options also available for adults.
• Swim Team Lessons Competitive swimming preparation including upper-level group lessons (Stroke Stars levels), dedicated dives and turns classes, and a Non-Competitive Swim Team program that runs like a swim team practice to prepare students for club, school, and neighborhood teams.
• Lap & Open Swim Memberships Recurring monthly lap swimming and open pool access using a 5-lane 25-yard lap pool heated to 83°F with a 9-foot deep end, with single memberships at $25/month, couple at $30/month, family at $35/month (up to 2 kids, $5 per additional child/month); open swim also available on Saturdays.
• Pool Parties Facility rental for indoor pool parties offered in 2-hour ($285) and 3-hour ($400) packages, including exclusive use of the teaching and lap pools for 1-30 swimmers, 2 Red Cross certified lifeguards, party room, organized pool games, invitations, goggles for the birthday child, and an optional Finn the Dolphin appearance.
• Swim Evaluations Free skill assessments available by appointment on weekday evenings, Saturday mornings, and Sunday afternoons to determine appropriate group lesson placement for new students.

Quantifiable outcome

• Over 1 million students successfully taught water safety
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Swimming Pool Management Systems (SPMS)coreOthersSister company under the same family ownership. SPMS is an aquatics management company. Ashley Seymour serves as Vice President of Service for SPMS. Part of a family of aquatics businesses including Pool Guards.
• Pool GuardsminorOthersSister company providing pool safety products and services. Referenced in the footer of the website as part of the Seymour family's aquatics business portfolio.
• Pool Marketing SiteminorOthersWebsite design and development partner responsible for the company's website design and development.
• Jackrabbit ClasscoreTechnology or IntegrationThird-party class management software platform used for the customer portal, enabling online registration, lesson scheduling, and parent portal access for 530,354+ enrolled families.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Aqua-Tots Swim Schools: International swim school franchise providing year-round lessons for infants through adults. Comparable indoor facility model with structured skill levels.
• Big Blue Swim School: Multi-location U.S. swim school franchise offering lessons for all ages using a structured curriculum. Closest direct competitor by service mix and indoor facility model.
• Foss Swim School: Chicago-area swim school with multiple indoor locations offering lessons and swim team prep. Closest geographic comparable to DuPage in the suburban Chicago market.
• Emler Swim School: Regional swim school (Texas/Midwest) with a proprietary curriculum and 50+ years of operating history. Comparable family-owned origin and structured curriculum approach.
• British Swim School: U.S. franchise swim school offering lessons for all ages using a gentle, survival-focused curriculum. Comparable indoor pool model and franchise structure.
• Goldfish Swim School: Large U.S. franchise swim school offering group, private, and parent/tot lessons with a proprietary curriculum. Directly comparable to DuPage's learn-to-swim school model and the dominant franchise competitor in the segment.
• SafeSplash Swim School: National swim school brand (part of Streamline Brands) offering group, private, and adult lessons with a tiered curriculum. Direct competitor in the U.S. learn-to-swim category.

Regional players

• Swim Squad (Chicago-area swim clubs/lessons): Chicago-area swim club/lesson provider offering group and competitive training. Regional competitor for swim team prep and competitive segment in the same metro as DuPage.

Emerging players

• Sunsational Swim School: National provider of private and small-group swim lessons delivered at client pools and homes. Comparable private-lesson product but different delivery model (mobile rather than facility-based).

Broad incumbents

• YMCA of the USA (Metropolitan YMCAs): National nonprofit operator of indoor pools offering group and private swim lessons as part of a broader fitness/aquatics portfolio. Competes directly on price and convenience in suburban Chicago markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dupageswim
• Facebookfacebook.com/297512051872
• LinkedInlinkedin.com/company/dupage-swimming-center

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Dupage Swimming Center