What SWIMRUN does

SWIMRUN (スイムラン) is a privately held, founder-operated swimming instruction service provider headquartered in Koto Ward, Tokyo, serving the Greater Tokyo area (Tokyo's 23 wards plus Chiba, Kanagawa, and Saitama prefectures). Founded in 2012, the business delivers one-on-one (personal) and group swimming lessons for children through seniors, including individuals with intellectual, physical, and psychiatric disabilities and elderly persons with care needs, as well as competitive-swimmer training aligned with the Japan Swimming Federation's 13-level proficiency framework. Differentiated offerings include long-distance (open-water/triathlon) training, dedicated-lane private lessons with video-based form analysis, aquatic rehabilitation, contracted swimming instruction for schools (e.g., Ageo Izumi Kindergarten, Tokyo Metropolitan Takudai High School), and an outbound mobility-support service staffed by certified social workers and care workers.

The underlying "technology" is a methodology stack rather than software: SWIMRUN combines the Japan Swimming Federation "Swimming Instruction Textbook," the Ministry of Education's "Swimming Instruction Guide," and the Japan Red Cross "Water Safety Method Training Manual" with its own proprietary SWIMRUN teaching manual and SWIMRUN Learning Method. Lessons are conducted at public sports facilities (Sports Kaikan, Kameido Sports Center, Higashisuna Sports Center, Fukagawa Kita Sports Center) — SWIMRUN does not own real estate. Instructors carry dual qualifications in swimming instruction (certified swimming coaches, water safety rescuers, competition officials, certified advanced para-sports instructors) and social welfare (social workers, care workers, disability sports instructors).

The revenue model is per-session digital ticketing plus recurring membership and annual fees. Pricing components include a one-time registration fee, an annual membership fee (April 1 cycle), mandatory Swimming Three-Organization Comprehensive Compensation insurance enrollment, a ¥500/session disability-discount, and ancillary fees for dedicated lanes, video analysis, outbound mobility support, and educational-institution contracts. Bank-transfer pre-payment and a 30% cancellation penalty are in effect. The company has no app, no API, no disclosed headcount, no external investors, and operates primarily direct-to-consumer via its website (www.swimrun.info) complemented by earned media on Nippon TV, TBS, and NHK and sponsorships from Mizuno, Descente, Tabata (Swans), Yamamoto Optical, Ajinomoto, and others.

Name

SWIMRUN

Legal name

スイムラン（SWIMRUN）

Website

https://swimrun.info

Company type

Private

Founded year

2012

Operating status

Operating

Short description

SWIMRUN (スイムラン) is a Tokyo-based (Koto Ward) private swimming instruction provider offering personalized 1-on-1 and group lessons for children, seniors, and individuals with disabilities across Greater Tokyo, alongside competitive-swimmer training, aquatic rehabilitation, school contracts, and outbound mobility support.

Ownership category

akta.pro rank

Product category

Swimming Instruction Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Aqua Fitness Classes (HSADABAL), Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Swimming instruction
• Personal swim lessons
• Competitive swim training
• Adaptive aquatics
• Aquatic rehabilitation

Headquarters

HQ city

Koto

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Personal (1-on-1) Swimming Lessons: Individual swimming instruction (personal lesson / mampuan training) delivered at public swimming facilities in the Greater Tokyo area. Pricing follows a digital ticket system with per-session fees. Discount of ¥500/session applies for students with disability certificates.
2. Group Swimming Classes (水泳教室): Structured group swimming lessons offered at public sports centers — including basic swimming classes (基礎水泳教室) and advanced/competitive swimming classes (アドバンス水泳教室 / 競泳選手教室) — with recurring session-based fees.
3. Dedicated Lane Private Lessons: Exclusive use of a swimming lane at public facilities for 120-minute sessions, enabling advanced training with diving, gear training, and filming. A higher-tier version adds video recording and post-session video analysis with edited footage delivered to the student.
4. Long-Distance Swimming (遠泳) Training: Long-distance swimming instruction targeting stamina development (3000M–10000M distances), open water, and triathlon preparation. Offered as an extension of personal lesson services.
5. Insurance Membership (水泳三団体総合補償制度): Mandatory enrollment in the Swimming Three-Organization Comprehensive Compensation System (水泳三団体総合補償制度), which provides accident insurance coverage from April 1 to March 31 annually. Premium is charged per student at enrollment.
6. Outbound Mobility Support Service (移動外出支援サービス): Outbound mobility and外出支援 services for individuals with disabilities or elderly persons, provided by qualified social workers and care workers. An informal (インフォーマル) service model where fees cover actual costs incurred (transportation, meals, admission fees).
7. Educational Institution Contracting (水泳指導業務委託): Contracted swimming instruction services for schools and educational institutions. SWIMRUN provides curriculum management, professional instructors, and administrative support to schools under委托 (outsourcing) arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

SWIMRUN is a Tokyo-based swimming instruction organization that delivers personalized (one-on-one) and group swimming lessons at public sports facilities across Koto Ward and the Greater Tokyo area (Tokyo, Chiba, Kanagawa, Saitama). It serves all ages and skill levels, with specialized programs for competitive swimmers, people with disabilities, seniors, and long-distance/open-water swimmers, along with contracted swimming instruction for schools and educational institutions.

Product overview

SWIMRUN is a swimming instruction service provider based in Tokyo, Japan, offering a comprehensive portfolio of swimming education services through multiple delivery formats. The core offerings include Personal Swimming Lessons (スイミングパーソナルレッスン) providing one-on-one instruction, group Basic Swimming Classes (基礎水泳教室) at sports centers, and Advanced/Competitive Swimming Classes (アドバンス水泳教室) for athletes. Specialized programs include Disability Swimming Lessons (障害者スイミングレッスン), Senior Swimming Lessons (シニアスイミングレッスン), Swimming Rehabilitation (水泳リハビリテーション), and Long Distance Swimming Training (遠泳トレーニング). The company also provides complementary services including Transportation Support (移動外出支援サービス), Sports Social Work (スポーツソーシャルワーク), and contracted instruction for educational institutions (教育機関水泳指導委託). Services are delivered primarily at public sports facilities across Tokyo's Koto Ward and surrounding areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Swimming Lessons (スイミングパーソナルレッスン)
• Basic Swimming Class (基礎水泳教室)
• Advanced/Competitive Swimming Class (アドバンス水泳教室)
• Disability Swimming Lessons (障害者スイミングレッスン)
• Senior Swimming Lessons (シニア水泳レッスン)
• Aquatic Rehabilitation (水泳リハビリ)
• Long-Distance Swimming Training (遠泳トレーニング)
• Dedicated Lane Private Lessons (専用コース貸切レッスン)
• Educational Institution Swimming Instruction (教育機関水泳指導委託)
• Sports Social Work (スポーツソーシャルワーク)
• Outbound Mobility Support Service (移動外出支援サービス)
• Swimming Proficiency Certification Preparation (泳力検定対策)

Quantifiable outcome

• Students develop proficiency across 13 Japan Swimming Federation-certified grades, from complete beginners (13th grade: submerging face in water) to competitive level (1st grade: 200m individual medley under 3:18 for men / 3:28 for women)
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

18 partnerships are on record, tiered core, moderate and minor.

• 日本テレビ (Nippon Television)coreGTM or Marketing PartnerSWIMRUN appeared on and provided technical guidance for Nippon TV's '24-Hour Television' programs — the Kinko Bay Crossing (錦江湾横断) challenge and the Mikurashima Dolphin Swimming challenge. SWIMRUN provided swimming coaching, safety supervision, and technical instruction for program participants.
• TBSテレビ (TBS Television)moderateGTM or Marketing PartnerSWIMRUN provided production cooperation for TBS programs including 'Report Bureau 100 Major News' (報道局100の重大ニュース) and 'THE Oni Taiji' (THE鬼タイジ), contributing swimming expertise and on-screen participation.
• NHK (Japan Broadcasting Corporation)moderateGTM or Marketing PartnerSWIMRUN appeared on and provided expert commentary for NHK's Paralympics special program, and participated as actors/technical advisors in NHK's drama 'Aoiiro Kiiro Tsubame' (あおいろきいろツバメ).
• 清談社エディトゥール (Seitousha Edition)minorGTM or Marketing PartnerSWIMRUN provided editorial supervision for Seitousha Edition's 'Underwater Exercise' (水中エクササイズ) publication, contributing expert swimming instruction knowledge.
• フリッジ (Fridge Co., Ltd.)minorGTM or Marketing PartnerSWIMRUN produced filming and editorial supervision for Fridge's 'The Charm of Senior Swimming' (シニアスイミングの魅力) media content, showcasing senior swimming instruction.
• 公益財団法人日本水泳連盟 (Japan Swimming Federation)coreOthersSWIMRUN's curriculum is aligned with the Japan Swimming Federation's official swimming proficiency certification framework (泳力検定基準表). The company also holds official instructor qualifications (公認水泳コーチ・基礎水泳指導員) and competition official certifications (公認競技役員・C級公認審判員) issued by the federation.
• 日本赤十字社 (Japanese Red Cross Society)coreOthersSWIMRUN's instructors hold Japanese Red Cross Society water safety rescue qualifications (日赤水上安全法救助員資格者) and first aid certifications (日赤救急法救急員). The Red Cross water safety training manual is referenced in SWIMRUN's teaching methodology.
• 東京都水泳協会 (Tokyo Swimming Association)coreOthersSWIMRUN is affiliated with the Tokyo Swimming Association and participates in sanctioned regional competitions and events organized by the association.
• 東京都東部ブロック競技水泳委員会 (Tokyo Eastern Block Competitive Swimming Committee)coreOthersSWIMRUN actively participates in Tokyo Eastern Block Competitive Swimming Committee activities, general assemblies, and junior/kinder swimming competitions, serving as a bridge between the committee and community swimmers.
• 江東区 (Koto City Government)coreOthersSWIMRUN operates extensively within Koto Ward, utilizing public sports facilities (Kameido Sports Center, Higashisuna Sports Center, Sports Kaikan) and participating in city-organized swimming events and programs.
• 東京都教育支援機構 / TEPRO (Tokyo Education Support Organization)moderateOthersSWIMRUN was featured in a case study article published by TEPRO's Supporter Bank platform, which supports corporations in social contribution activities.
• スポーツ安全保険協会 (Sports Safety Insurance Association)coreOthersSWIMRUN requires all members to enroll in the Swimming Three-Organization Comprehensive Compensation System (水泳三団体総合補償制度), which provides accident insurance coverage for swimming-related injuries.
• 美津濃株式会社 (Mizuno Corporation)minorOthersMizuno, a major Japanese sports equipment manufacturer, is listed among SWIMRUN's partner organizations. Mizuno provides swimming and sports equipment sponsorship.
• 株式会社デサント (Descente Ltd.)minorOthersDescente, a Japanese sportswear and swimwear manufacturer, is listed among SWIMRUN's partner organizations.
• 株式会社タバタ / Swans (Tabata Co., Ltd. / Swans)minorOthersTabata Co., Ltd. (maker of Swans swimming goggles and accessories) is listed among SWIMRUN's partner organizations.
• 味の素株式会社 (Ajinomoto Co., Inc.)minorOthersAjinomoto, a major Japanese food and nutrition company, is listed among SWIMRUN's partner organizations, suggesting potential sponsorship or event support.
• 江東区立教育機関・学校 (Koto Ward Schools and Educational Institutions)coreStrategic or Co-development PartnerSWIMRUN provides contracted swimming instruction services to Koto Ward schools, kindergartens, and high schools including Ageo Izumi Kindergarten and Tokyo Metropolitan Takudai High School, encompassing PE swimming class instruction, after-school club coaching, and school event management.
• 公共公営水泳場 (Public Municipal Swimming Facilities)coreOthersSWIMRUN conducts lessons at public swimming facilities including Kameido Sports Center (亀戸スポーツセンター), Higashisuna Sports Center (東砂スポーツセンター), Fukagawa Kita Sports Center (深川北スポーツセンター), and Sports Kaikan (スポーツ妮娅). These facilities provide the physical infrastructure for service delivery.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Central Sports Co., Ltd. Established Japanese sports club chain operating swimming schools and fitness programs across Japan. Competes with SWIMRUN in mainstream swimming instruction but does not match its specialized social-work-integrated disability programming.
• Konami Sports Club: One of Japan's largest fitness chains operating hundreds of facilities with swimming programs for all ages. Comparable as a multi-segment swimming instruction provider, though at much greater scale and with broader fitness offerings rather than SWIMRUN's specialized disability/senior niche.
• Renaissance Inc. Major Japanese fitness and swimming club operator with nationwide facility network including swimming schools. Overlaps with SWIMRUN on general swimming instruction but lacks the social-welfare-integrated disability and senior specialization.
• Tipness Co., Ltd. Japanese fitness club operator with strong Tokyo metropolitan presence and swimming instruction programs. Competes for the same general-population and competitive swimmer segments that form SWIMRUN's mainstream revenue base.
• Megalos Co., Ltd. Kanto-region focused fitness and swimming school operator. Direct overlap with SWIMRUN's Tokyo-based competitive and youth swimming instruction offerings, though broader fitness rather than disability-specialized.

Direct peers

• SSK (Sports Science Kanto): Kanto-based swimming school chain offering both group and private instruction with competitive swimming pathways. Comparable business model and target customer segments to SWIMRUN's mainstream offerings.
• JSS (Japan Swimming School): National chain of dedicated swimming schools in Japan offering group and personal lessons across age groups. Closest direct comparison to SWIMRUN's core swimming instruction business model, particularly the group and personal lesson structure.

Others

• Tokyo Paralympic Sports Promotion Association-affiliated swimming programs: Non-profit disability swimming programs in Tokyo affiliated with Japan Para-Sports Federation. Overlaps with SWIMRUN's disability instruction offerings but operates on subsidized non-commercial model rather than direct-to-consumer paid lessons.

Regional players

• Nippon Sport Science University Swimming Programs: University-affiliated swimming instruction and competitive training programs. Comparable in curriculum rigor and alignment with Japan Swimming Federation standards, though not a for-profit consumer instruction business.

Emerging players

• Aqua Therapy Japan: Emerging Japanese providers of aquatic rehabilitation and senior-focused swimming programs. Overlaps with SWIMRUN's senior swimming and rehabilitation offerings, representing direct competition in the specialized niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xbsky.app/profile/swimrun2026.bsky.social
• Instagraminstagram.com/swimrun2018

Revenue estimate

Valuation estimate

Number of profiles

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 SWIMRUN