Stop Drowning Now

What Stop Drowning Now does

Stop Drowning Now (SDN) is a 501(c)(3) nonprofit organization founded in 2004 (originally as Swim for Life Foundation) and headquartered in Aliso Viejo, California. Its core offering is the Safer 3 Drowning Prevention Program, a curriculum framework built around three pillars — Safer Water, Safer Kids, and Safer Response — delivered through a portfolio that includes the ReesSpecht the Water interactive school assembly, digital and physical storyboards ($275 per physical set), the Howey's Island online learning platform at KidsWaterSafety.org, a 22-hour California-certified public school curriculum, and adaptive aquatics resources developed with Swim Angelfish for special needs populations. The organization has reached over 150,000 children through school-based programs and claims an 88% reduction in drowning risk among children who receive its education combined with swim lessons.

SDN's business model is a hybrid nonprofit structure combining tiered membership subscriptions, donations, and physical product sales. Membership tiers include a free Water Safety Educator level (with a $50 suggested donation), Super Hero at $795/year for aquatics professionals, Champion at $3,500/year for aquatic businesses, and Supporter at $2,500/year for non-aquatic corporations, plus an invitation-only Family Foundation tier offered at no cost to bereaved families. Donations are emphasized heavily — the organization states that 80% of contributions go to local impact and 87 cents of every dollar funds water safety education. Distribution is primarily self-service through the member portal, supplemented by a 40+ partner network spanning industry associations (USSSA, NDPA), major swim school chains (Foss, British Swim School, SwimJim, Houston Swim Club), family foundations, and adaptive aquatics specialists, which collectively amplify reach without a traditional sales force.

Name

Stop Drowning Now

Legal name

Stop Drowning Now 501(c)

Website

https://stopdrowningnow.org

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Stop Drowning Now is a 501(c)(3) nonprofit that delivers drowning prevention education through the Safer 3 curriculum, tiered memberships, and partner swim schools, serving educators, parents, and aquatic businesses across the United States.

Ownership category

akta.pro rank

Product category

Drowning Prevention Education

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (611710)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industry

Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)

Keywords

• Drowning prevention education
• Water safety curriculum
• Swim school resources
• Aquatic safety training
• Nonprofit safety programs

Headquarters

HQ city

Tustin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Stop Drowning Now generates revenue through tiered membership subscriptions at multiple price points. Water Safety Educator membership is free with suggested $50 donation. Super Hero membership costs $795 annually for aquatics professionals. Champion membership costs $3,500 annually for aquatic businesses. Supporter membership costs $2,500 annually for non-aquatic corporations. Additional add-on locations are available for $25/month per location.
2. Product Sales: The organization operates an e-commerce store selling water safety products including physical storyboards ($275), Water Watcher Tag 5-packs ($29.95), and the ReesSpecht Water Assembly Kit ($499.99). Products reinforce the organization's educational mission while generating revenue.
3. Donations and Charitable Contributions: As a 501(c)(3) nonprofit, Stop Drowning Now receives tax-deductible donations from individuals and organizations. The organization emphasizes that 80% of donations go directly to local impact and 87 cents of every dollar goes to water safety education programs. Donation tiers include preset amounts ($25, $50, $100, $250, $500) and optional dedication options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Stop Drowning Now is a 501(c)(3) nonprofit organization that delivers drowning prevention education through the Safer 3 Water Safety curriculum (Safer Water, Safer Kids, Safer Response). It sells tiered memberships, physical teaching products such as storyboards and Water Watcher Tags, and provides free downloadable resources and online games through its KidsWaterSafety.org platform for parents, educators, and aquatics professionals.

Product overview

Stop Drowning Now is a nonprofit organization offering drowning prevention education through a multi-tiered membership platform and direct product sales. The core offering is the Safer 3 Drowning Prevention Program (Safer Water, Safer Kids, Safer Response), delivered through various channels including the ReesSpecht the Water Interactive Assembly, Digital Storyboards, and Physical Storyboards. The organization operates a tiered membership model: Water Safety Educator (free, for teachers/community leaders), Super Hero ($795/year, for aquatics professionals), Champion ($3,500/year, for aquatic businesses), Supporter ($2,500/year, for non-aquatic organizations), and Family Foundation (invitation-only, no cost for bereaved families). Additional products include Water Watcher Tags, Howey's Island online games at KidsWaterSafety.org, Adaptive Aquatics Resources for special needs, and a Public Certified Curriculum for California schools. The organization also accepts tax-deductible donations to fund water safety education programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Safer 3 Drowning Prevention Program Foundational curriculum teaching the Safer 3 approach (Safer Water, Safer Kids, Safer Response) using animated characters (Sammy Starfish, Timmy Tadpole, Gilbert Guppy) to teach water safety concepts through stories and hands-on activities. Designed for parents, educators, and community leaders.
• ReesSpecht the Water Interactive Assembly Complete school presentation featuring interactive projected videos, mascots, and ready-to-use scripts that walks presenters through a full assembly delivering age-appropriate water safety lessons. Available for purchase as a kit or with 10% discount for Super Hero members.
• Physical Storyboards Durable, reusable large-format teaching boards for drowning prevention education in group settings. Each board features bold visuals with educator instructions, key teaching points, and guided scripts printed on the back. Priced at $275 per set.
• Water Safety Educator Membership

Quantifiable outcome

• Children educated with drowning prevention and swim lessons are 88% less likely to accidentally drown
• +4 more outcomes

Named customers4 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

Integration2 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core, partner, champion, family foundation and industry partner.

• United States Swim School Association (USSSA)coreStrategic or Co-development PartnerSDN is a partner with USSSA and aligns its curriculum with the association's legislative position statements. USSSA supports SDN's water safety education programs and legislative advocacy efforts.
• Foss Swim SchoolpartnerChannel Partner/ Reseller/ DistributorFoss Swim School is a collaborative partner supporting SDN's mission to reduce drownings through education and water safety awareness programs.
• British Swim SchoolpartnerChannel Partner/ Reseller/ DistributorBritish Swim School collaborates with SDN to promote water safety education and drowning prevention within their swim lesson programs.
• Swim AngelfishcoreStrategic or Co-development PartnerExclusive partnership with Swim Angelfish for adaptive aquatics and special needs water safety. Swim Angelfish provides Adaptive Swim Whisperers certification and Water Safety for All Abilities Toolkit developed with SDN's Tara Girch.
• Houston Swim ClubchampionChannel Partner/ Reseller/ DistributorChampion-level partner operating 6 swim school locations in Houston. Hosts annual Howey's Water Safety Festival and refers families to SDN programs. Founded by Dan Schoen, SDN Board Member.
• SwimJim Inc.partnerChannel Partner/ Reseller/ DistributorSwim school founded by SDN President Jim Spiers in New York. Featured in New York Times and presents SDN's Safer 3 program internationally in Brazil and Ireland.
• PRO Swim AcademychampionChannel Partner/ Reseller/ DistributorChampion-level partner owned by SDN Vice President Sara Biskie in Elk Grove Village, IL. Provides water safety education to Chicago-area community.
• National Drowning Prevention Alliance (NDPA)coreStrategic or Co-development PartnerSDN's End Drowning Now program is accepted as a chapter of NDPA. Collaborates on national drowning prevention efforts and legislative advocacy.
• Blue Boot Foundationfamily foundationStrategic or Co-development PartnerFamily Foundation founded by Nicole and Darby Bourgeois in memory of their son Riley, who drowned at age 2. Brings drowning awareness to Louisiana communities and advocates for Safer 3 curriculum in schools.
• Cayla's Coatsfamily foundationStrategic or Co-development PartnerFamily Foundation founded by Jessica Barnes in memory of her daughter Cayla, who drowned at age 1. Provides water safety education, swim scholarships, and life jacket loaner stations in Florida.
• ReesSpecht LifecoreStrategic or Co-development PartnerNonprofit founded by Rich Specht after losing his son Rees to drowning. Collaborated with SDN to create the ReesSpecht Water Assembly program featuring mascots to honor Rees Specht.
• Blue Buoy Swim SchoolpartnerChannel Partner/ Reseller/ DistributorSwim school owned by SDN Ambassadors Johnny and Cindy Johnson in Tustin, CA. Co-authors of USSSA Infant Toddler course and SDN founders (originally Swim for Life Foundation).
• LifeSaver Pool FencepartnerChannel Partner/ Reseller/ DistributorPool fence manufacturer partner featured in SDN's store. Provides four-sided isolation fencing that can reduce child drowning risk by up to 83%.
• Total Aquatic Programming (TAP)industry partnerStrategic or Co-development PartnerIndustry partner providing monthly drowning reports and data that SDN references in its statistics and educational content.
• American Red Crossindustry partnerStrategic or Co-development PartnerPartner organization supporting National Water Safety Month and providing swim lesson locator for families. SDN references Red Cross data and CPR recommendations.
• New York Water Safety CoalitioncoreStrategic or Co-development PartnerCoalition founded by SDN Executive Director Bobby Hazen to help mold water safety, drowning prevention, and swim lesson legislation in New York State.
• Cindy Johnson and Johnny Johnson (Founders)coreStrategic or Co-development PartnerSDN Ambassadors and original founders of Swim for Life Foundation (now Stop Drowning Now) in 2004. Created the Safer 3 Drowning Prevention Program curriculum. Johnny is charter member and past president of USSSA and past president of NDPA.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• American Red Cross (Water Safety): Operates the dominant US water safety, swim lesson, and lifeguard training programs and is referenced by SDN as a partner; overlaps in water safety education but operates as a broad humanitarian incumbent rather than a drowning-prevention specialist.
• United States Swim School Association (USSSA): Industry association representing US swim schools and a strategic partner of SDN; comparable in that it convenes the same swim school ecosystem and shapes water safety legislative positions that SDN aligns its curriculum with.

Direct peers

• SwimJim: New York-based swim school founded by SDN President Jim Spiers that presents the Safer 3 program internationally; comparable as a swim school operator that also acts as a delivery channel for SDN's curriculum.
• Infant Swimming Resource (ISR): Self-rescue swim instruction provider for infants and young children; comparable as a private-sector water safety education specialist targeting the same young-child drowning prevention outcome.
• Houston Swim Club: Six-location Houston swim school co-founded by SDN Board Member Dan Schoen; comparable as a Champion-level partner delivering SDN's water safety education and hosting the annual Howey's Water Safety Festival.
• Foss Swim School: Multi-location US swim school chain listed as a SDN collaborative partner; comparable as both a swim instruction operator and a channel for delivering SDN's water safety curriculum to families.
• British Swim School: Franchised US swim school that collaborates with SDN to deliver water safety education; comparable as a parallel branded swim instruction and water safety curriculum provider.
• National Drowning Prevention Alliance (NDPA): National nonprofit coalition dedicated to drowning prevention; SDN's End Drowning Now program is itself accepted as an NDPA chapter, making NDPA a directly aligned mission peer in US drowning prevention advocacy and education.
• Swim Angelfish: Adaptive aquatics specialist with an exclusive partnership with SDN; comparable as an adjacent water safety education provider, especially in the special needs and adaptive aquatics segment.

Regional players

• Lifesaving Society (Canada): Canadian water safety and lifeguard training organization; comparable as a national drowning prevention charity but operating primarily in Canada rather than competing directly with SDN in the US.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/StopDrowningNow
• Instagraminstagram.com/stopdrowningnowusa
• Xx.com/sflsafer3
• LinkedInlinkedin.com/company/stop-drowning-now

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 Stop Drowning Now