Michael Phelps Swim School
Michael Phelps Swim School is a Baltimore-based swim instruction provider offering a proprietary curriculum for children and adults through a flagship facility serving 1,000+ families weekly and a global affiliate licensing program leveraging the Michael Phelps brand.
- Company typePrivate
- Founded1990
- HeadquartersBaltimore, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Michael Phelps Swim School does
Michael Phelps Swim School (MPSS) is a Baltimore, Maryland-based swimming instruction provider offering a structured curriculum for children and adults, organized around a proprietary "Four B's" framework — Balance, Buoyancy, Body Position, and Breathing — developed over 30 years by founder Cathy Lears Bennett using her formal training in child psychology and early childhood education. The company originated in 1990 as North Baltimore Swim School and was rebranded in 2009 when Olympic swimmer Michael Phelps, a former student of the program, invested alongside Coach Bob Bowman and assumed the role of brand ambassador.
The business operates a dual model. The direct operation runs year-round at the Meadowbrook Aquatic and Fitness Center in Mt. Washington, Baltimore, delivering group, semi-private, and private lessons across progressive levels (Get Wet for ages 6 months–3 years, Pre Beginner 1, Beginner 1 and 2, Advance Beginner 1) plus a specialized Autism Specific Program trained in partnership with Pathfinders for Autism. Class sizes are capped at 6 for individualized attention, and the flagship operates 50+ hours of instruction weekly serving 1,000+ families, with cumulative instruction of roughly 30,000 people since inception and a steady 1,500+ unique participants per year since 2004.
The second arm is an affiliate/licensing program that grants external swim school operators rights to the MPSS trademark, branding, logo, curriculum, teaching materials, and philosophies, paired with a mandatory two-day staff training session, ongoing consulting, marketing materials, and territorial non-compete exclusivity. The program is positioned globally, with MPSS citing USA Swimming data showing 29.6% growth in swimming participation from 2000 to 2010 and 11.3% growth post-2008 Olympics to substantiate demand for licensed instruction. No external institutional capital, M&A activity, or public-market presence is recorded; ownership remains with founder Cathy Bennett and the Phelps investor group.
Michael Phelps Swim School firmographics
Firmographics- Name
- Michael Phelps Swim School
- Legal name
- Michael Phelps Swimming
- Website
- https://mpswimschool.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Michael Phelps Swim School is a Baltimore-based swim instruction provider offering a proprietary curriculum for children and adults through a flagship facility serving 1,000+ families weekly and a global affiliate licensing program leveraging the Michael Phelps brand.
- Ownership category
- akta.pro rank
Michael Phelps Swim School industry classification
Industry- Product category
- Swimming Instruction
- NAICS
- Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)
- akta.pro primary industry
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)
- akta.pro secondary industry
- Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)
Keywords
Where Michael Phelps Swim School is headquartered
LocationHeadquarters
- HQ city
- Baltimore
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Michael Phelps Swim School business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Affiliate/Franchise Licensing: The company licenses its method, trademark, branding, curriculum, and teaching materials to local swim school operators. Affiliates pay for the right to use the MPSS brand and receive training, materials, and ongoing consulting support.
- Direct Swim Instruction Services: The company operates its own swim school location at Meadowbrook, providing group, semi-private, and private swimming lessons to families. Serves over 1,000 families weekly at its main location.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Michael Phelps Swim School product offering
Product offeringCore offering
Michael Phelps Swim School provides structured swimming instruction for children and adults through a proprietary curriculum built on Balance, Buoyancy, Body Position, and Breathing ("Four B's"). It operates its own year-round swim school at the Meadowbrook Aquatic and Fitness Center in Baltimore and licenses its brand, curriculum, and teaching methodology to affiliate swim schools globally. The school also offers a specialized Autism Specific Program with private lessons taught by Pathfinders for Autism-trained instructors.
Product overview
Michael Phelps Swim School is a swimming instruction provider offering a structured curriculum of classes organized around the four B's of swimming: Balance, Buoyancy, Body Position, and Breathing. The program ranges from parent-participation introductory classes (Get Wet for ages 6 months-3 years) through progressive skill levels (Pre Beginner 1, Beginner 1, Beginner 2, Advance Beginner 1), and includes a specialized Autism Specific Program for private lessons. The school operates on a franchise/affiliate model, allowing licensees to use MPSS branding, curriculum, and teaching materials with included staff training and business support.
Differentiator
Problem solved
Functional benefit
Products and services
- Get Wet Class Introductory parent-child swimming class for children between 6 months and 3 years old, designed to build water comfort and basic understanding of water properties.
- Pre Beginner 1 Entry-level swim instruction for young children transitioning from parent-participation classes to independent lessons.
- Beginner 1 Foundational swimming lessons teaching basic skills including breath control, floating, and fundamental stroke mechanics.
- Beginner 2 Intermediate beginner swim lessons building on foundational skills with increased stroke development and water confidence.
- Advance Beginner 1 Advanced beginner swim lessons preparing swimmers for more complex stroke work and independent aquatic skills.
- Autism Specific Program Private swimming lessons for children and adults with autism, taught by instructors trained through Pathfinders for Autism, including a family fun day component.
- MPSS Affiliate/License Program Business opportunity allowing entrepreneurs to license the Michael Phelps Swim School trademark, branding, curriculum, and teaching materials, including staff training and ongoing consulting.
Quantifiable outcome
- Nearly 30,000 people instructed since inception
- +2 more outcomes
Companies that use Michael Phelps Swim School
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Michael Phelps Swim School technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Michael Phelps Swim School partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Pathfinders for AutismcorePathfinders for Autism provides training to MPSS instructors for the autism-specific swimming program. This partnership enables the school to offer specialized lessons for children and adults with autism, taught by properly trained staff.
- Meadowbrook Aquatic and Fitness CentercoreHome to the main Michael Phelps Swim School location in Mt. Washington, Baltimore. The year-round indoor facility enables continuous instruction beyond seasonal summer lessons, operating 50+ hours of instruction weekly.
- MPSS AffiliatescoreLicensed affiliate swim schools operating under the MPSS brand. Benefits include trademark rights, curriculum access, initial training, ongoing consulting, marketing materials, and territorial exclusivity.
- North Baltimore Aquatic Club (NBAC)minorLinked as another program under Michael Phelps' aquatic ecosystem. NBAC is where Michael Phelps trained with Coach Bob Bowman.
- Special OlympicsminorLinked as another program providing aquatic sports opportunities for athletes with intellectual disabilities.
- Boys & Girls ClubsminorNational partnership providing swimming programs and access to youth through Boys & Girls Clubs.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
Michael Phelps Swim School competitors and assessment
Company assessmentDirect peers
- Big Blue Swim School: Franchise swim school operator with proprietary curriculum and indoor year-round facilities. Comparable in franchise model, year-round indoor instruction, and family/children focus with tiered skill progression.
- Goldfish Swim School: Largest swim school franchise in North America with a structured curriculum and franchise model targeting children. Directly comparable to MPSS in target customer (families with children), business model (franchise licensing of curriculum and brand), and core offering (year-round swim instruction at affiliate-operated pools).
- SafeSplash Swim School: Franchise swim school operator focused on children and adults with a proprietary curriculum and tiered lesson structure. Closely comparable to MPSS in franchise model, curriculum-led instruction, and family/children primary customer segment.
- Emler Swim School: Regional swim school franchise in the U.S. with proprietary curriculum and instructor certification program. Comparable in franchise model, structured curriculum, and children/family target segment.
- SwimJim: Multi-location swim school operating year-round indoor facilities with proprietary teaching methodology. Comparable to MPSS in direct-operation model, year-round indoor instruction, and emphasis on water safety and technique.
- British Swim School: Franchise-based swim instruction provider offering lessons for all ages through licensee-operated pools. Comparable to MPSS in franchise/licensing model, year-round indoor instruction, and tiered curriculum approach serving families.
- Swim Lessons USA: Multi-location swim school with franchise opportunities focused on children and beginner swimmers. Comparable to MPSS in franchise-based expansion, family target market, and structured lesson progression.
- Aqua-Tots Swim Schools: Multi-location swim school franchise with proprietary curriculum and standardized instructor training. Directly comparable in franchise model, family-focused curriculum, and structured progression through skill levels.
Others
- North Baltimore Aquatic Club: Competitive swim club where Michael Phelps trained under Coach Bob Bowman, now part of the Phelps aquatic ecosystem alongside MPSS. Adjacent rather than competing — provides a competitive-swimmer pipeline that funnels advanced swimmers back into MPSS-affiliated programming.
Broad incumbents
- YMCA Aquatics: National nonprofit that delivers swim lessons as part of a broad fitness and community programming portfolio. Overlaps with MPSS in swim instruction for families and children but operates as a broader community fitness incumbent rather than a specialized swim-school specialist.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Michael Phelps Swim School social profiles
Digital presenceMichael Phelps Swim School financial estimates
Financial estimateRevenue estimate
Valuation estimate
Michael Phelps Swim School leadership team
Management profileNumber of profiles
Profiles2 records
Michael Phelps Swim School funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Michael Phelps 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 Michael Phelps Swim School
What does Michael Phelps Swim School do?
Michael Phelps Swim School provides structured swimming instruction for children and adults through a proprietary curriculum built on Balance, Buoyancy, Body Position, and Breathing ("Four B's"). It operates its own year-round swim school at the Meadowbrook Aquatic and Fitness Center in Baltimore and licenses its brand, curriculum, and teaching methodology to affiliate swim schools globally. The school also offers a specialized Autism Specific Program with private lessons taught by Pathfinders for Autism-trained instructors.
Is Michael Phelps Swim School a public or private company?
Michael Phelps Swim School is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Michael Phelps Swim School founded?
Michael Phelps Swim School was founded in 1990. It employs 11 to 50 people.
Where is Michael Phelps Swim School based?
Michael Phelps Swim School is headquartered in Baltimore, United States, in the North America region.
How does Michael Phelps Swim School make money?
Two revenue lines are on record. Affiliate/Franchise Licensing is the primary driver. The others are direct Swim Instruction Services.
Who are Michael Phelps Swim School's main competitors?
Direct peers on record are Big Blue Swim School, Goldfish Swim School, SafeSplash Swim School, Emler Swim School, SwimJim, British Swim School, Swim Lessons USA and Aqua-Tots Swim Schools. North Baltimore Aquatic Club is listed as an others. YMCA Aquatics is listed as a broad incumbent.
Does Michael Phelps Swim School have an API?
No public API is recorded for Michael Phelps Swim School.
What industry is Michael Phelps Swim School in?
Michael Phelps Swim School's product category is Swimming Instruction. Its primary akta.pro industry code is EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding), with a secondary code of THAAABAL, Water Safety, Lifeguarding & Training Services (Staffing, Certification). Its NAICS code is 61162.