Aquatics Academy

What Aquatics Academy does

Aquatics Academy Inc. is a privately held, founder-owned Toronto-area swim school that has operated continuously since 2000, originally as Mobile Aquatics and now headquartered in a purpose-built indoor aquatic facility at the Champagne Centre in North York opened in 2017. The company delivers learn-to-swim instruction across the full age spectrum — infants (4 months) through adults — through a portfolio of branded programs: Aquatics Babies (parent-and-tot), Aquatics Preschool (Red Cross preschool levels for ages 2.5-5), Aquatics Kids (Red Cross Swim Kids 10-level program for ages 5+), Aquatics Adults, and the proprietary AUTISwiM® program for children with Autism Spectrum Disorder. Service delivery is multi-channel: instruction at the owned Champagne Centre pool, partner-facility locations (V!VA Thornhill Woods, Sunny View, Lawrence Park, and Allenby pending TDSB approval), and mobile private lessons at customer homes and condo pools across the Greater Toronto Area. All instructors are certified by both the Canadian Red Cross and the Lifesaving Society.

The business model combines recurring session-based lesson revenue with transactional revenue from adjacent service lines: group, semi-private, and private lessons priced by program and duration; lifeguard staffing services at $50-65/hr per guard; pool party packages at $495-695 + HST; full-day and multi-session swim camps at $99/day or $495-900 per session; lifeguard and instructor certification courses (Bronze Star/Medallion/Cross, NLS, WSI, First Aid, CPR); mobile private lessons with monthly or quarterly billing; and inquiry-based pool facility rentals to organizations, schools, camps, and film productions. Pricing is supplemented by HST, aftercare fees, and a $45 travel fee for mobile lessons outside the core service zone, with non-refundable registration deposits. Marketing runs through the company's website (aquaticsacademy.ca), blog content, Jackrabbit Class self-serve registration, Instagram, customer testimonials, the 2019 Top Choice Award, and a flagship $50,000 multi-year charitable partnership with SickKids Foundation.

The company is led by co-founders Rebecca Katzberg (aquatics expertise, kinesiology background) and Shaun Katzberg (operations, with prior automotive business experience), supported by a lead instructor and management staff. It holds no external investment, is not a subsidiary of any parent entity, and operates solely within Ontario, Canada, with no global footprint claim. Industry affiliations span Canadian Red Cross, Lifesaving Society, Canadian Swim School Association, United States Swim School Association, and National Drowning Prevention Alliance.

Name

Aquatics Academy

Legal name

Aquatics Academy Inc.

Website

https://aquaticsacademy.ca

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Aquatics Academy is a Toronto-area founder-owned swim school operating since 2000 that delivers group, private, mobile, and camp-based swimming instruction from infants to adults across five GTA locations, including its proprietary AUTISwiM® autism program and Red Cross/Lifesaving Society certification courses.

Ownership category

akta.pro rank

Product category

Swimming Instruction Services

NAICS

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

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ), Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL), Aqua Fitness Classes (HSADABAL)

Keywords

• Swim school services
• Swimming instruction
• Lifeguard certification
• Aquatic education
• Mobile swimming lessons

Headquarters

HQ city

North York

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Swimming Lessons: Core revenue stream from group, semi-private, and private swimming lessons for all ages (infants through adults). Classes offered at own facilities, partner facilities, and customer homes. Revenue is session-based with monthly or quarterly payment options available.
2. Lifeguard Staffing Services: Lifeguards certified to National Lifeguard Service (NLS) standards are hired for private events. Priced at $50-65/hr per guard with 2-hour minimum. One guard required per 20 guests.
3. Pool Party Rentals: On-site pool party packages at Champagne Centre facility. Packages range from $495-$695 + HST for up to 15-25 children including lifeguards, facility time, and basic supplies.
4. Lifeguard and Instructor Certification Courses: Certification training for Bronze Star/Medallion/Cross, National Lifeguard Service (NLS), Water Safety Instructor (WSI), Emergency First Aid, Standard First Aid, and CPR courses.
5. Swim Camp Programs: Full-day swim camp programs during summer, March Break, Passover Break, Winter Break, and PA Days. Priced at $99/day or $495-$900 per session with sibling discounts available.
6. In-House Private Lessons: Mobile swimming lessons at customer homes or condo pools. Minimum 30-minute sessions with flexible scheduling. Classes can be rescheduled and payments can be made monthly or quarterly.
7. Pool Facility Rentals: Indoor saltwater pool facility rentals for organizations, schools, camps, or film productions. Inquiry-based pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Aquatics Academy is a Toronto-based swim school delivering learn-to-swim instruction for all ages (infants through adults), lifeguard and first aid certification courses, mobile in-home private lessons, swim camps during school breaks, pool party rentals, and lifeguard staffing for private events. It operates owned and partner indoor heated saltwater pool facilities across the Greater Toronto Area, with a proprietary AUTISwiM® program tailored for children with Autism Spectrum Disorder and dual affiliation with Canadian Red Cross and Lifesaving Society.

Product overview

Aquatics Academy is a service-based swim school operating as a unified platform of aquatic education offerings. The core portfolio consists of learn-to-swim programs across all ages: Aquatics Babies (parent-tot for infants/toddlers), Aquatics Preschool (Red Cross preschool, ages 2.5-5), Aquatics Kids (Red Cross Swim Kids, ages 5+), and Aquatics Adults (all skill levels). These are complemented by specialized programs including AUTISwiM for children with autism, and the Lifeguard Academy for certification courses. Delivery formats include on-site instruction at their indoor facilities (Champagne Centre in North York, Allenby in Toronto, plus V!VA Thornhill Woods, Sunny View, Lawrence Park) and Mobile Aquatics private lessons at clients' homes. Additional offerings encompass Swim Camp Programs (summer, winter, March Break camps), Pool Party Rentals, Lifeguard Services (staff for private events), Fitness Programs (House League, Aqua Fitness), and Leadership Programs (Junior Lifeguard Club, Bronze certifications, instructor training). The company also provides In-House lessons taught at individual homes since 2000.

Differentiator

Problem solved

Functional benefit

Brands

• AUTISwiM: Swimming lessons specifically designed for children with Autism Spectrum Disorder, developed by Aquatics Academy founders.

Quantifiable outcome

• Low instructor-to-student ratio of 2:1 for preschool and 3:1 for all other classes ensures personalized attention and faster skill development.
• +2 more outcomes

Named customers8 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• Canadian Red CrosscoreStrategic or Co-development PartnerAquatics Academy is an Affiliate Member and Proud Training Partner of the Canadian Red Cross. All instructors are qualified by the Canadian Red Cross. The swim school offers the full Red Cross Learn to Swim program including Preschool and Swim Kids levels, Water Safety Instructor certification, and First Aid/CPR training courses.
• Lifesaving SocietycoreStrategic or Co-development PartnerAquatics Academy is an Affiliate Member and Proud Training Partner of the Lifesaving Society. All instructors are qualified by the Lifesaving Society. The swim school offers the full Lifesaving Society curriculum including Swim Patrol, Bronze Star, Bronze Medallion, Bronze Cross, National Lifeguard, and first aid certification programs.
• SickKids FoundationflagshipOthersAquatics Academy is a Proud Charitable Partner in Support of SickKids. In 2018, the company pledged to raise $50,000 over 5 years for the Hospital for Sick Children. This initiative was inspired by Colby, one of the founders' sons, who underwent open-heart surgery at SickKids. The partnership supports the SickKids vision of Healthier Children. A Better World.
• Canadian Swim School AssociationminorGTM or Marketing PartnerIndustry association member providing networking, best practices sharing, and industry credibility through affiliation.
• United States Swim School AssociationminorGTM or Marketing PartnerIndustry association member for swim school industry networking and best practices.
• National Drowning Prevention AllianceminorGTM or Marketing PartnerIndustry association focused on drowning prevention, aligning with Aquatics Academy's water safety mission.
• V!VA Thornhill WoodsminorChannel Partner/ Reseller/ DistributorPartnership with V!VA Thornhill Woods condo community at 9700 Bathurst Street, Vaughan. Aquatics Academy provides swimming lessons at their facility.
• Toronto District School Board (Allenby)minorChannel Partner/ Reseller/ DistributorOperating agreement with TDSB to provide swimming lessons at Allenby public school facility. Temporarily suspended as of August 2021 pending Toronto Public Health approval.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• British Swim School: Franchise-based swim school with similar age-tiered programs (babies through adults), low instructor-to-student ratios, and partner-facility service models. Directly comparable as a multi-channel swim instruction business serving families in North America.
• Dolphin Kids Swim School: Toronto-area independent swim school offering lessons for infants through adults with multiple GTA locations. Direct competitor operating in the same regional market with similar age-segmented programming and mobile/partner-facility service options.
• Goldfish Swim School: Large US-based franchise swim school with a similar model of structured learn-to-swim programs for infants through adults, small class sizes, and proprietary curriculum. Comparable as a premium-positioned multi-channel swim instruction brand expanding into Canada.
• Emler Swim School: US franchise swim school offering age-tiered lessons (babies, kids, adults) with a focus on skill progression and small class sizes. Directly comparable learn-to-swim business model with structured curriculum and family targeting.
• Aqua-Tots Swim Schools: International franchise swim school with similar age-tiered instruction from infants to competitive swimmers, proprietary curriculum, and small class ratios. Comparable multi-channel learn-to-swim business serving the same family segments.

Others

• Canadian Red Cross: National training and certification partner providing the Learn to Swim curriculum framework used by Aquatics Academy. Relevant as a curriculum licensor and First Aid/CPR certification body, and as a strategic ecosystem partner.
• Lifesaving Society: National lifeguard and water safety training body that sets curriculum standards. Aquatics Academy is an Affiliate Member; relevant as the certification authority and curriculum source for Bronze, NLS, and WSI programs offered by the company.

Broad incumbents

• Granite Club: Toronto private members club offering swimming lessons, aquatic programs, and certifications as part of a broader premium sports and recreation portfolio. Comparable GTA-based provider with premium positioning and certified instruction.
• YMCA of Greater Toronto: Community-based organization offering swimming lessons at multiple GTA pool facilities as part of a broader fitness, childcare, and community programming portfolio. Comparable as a swim instruction provider with broader community and membership positioning.
• City of Toronto - Recreation: Municipal swim lesson provider operating at city pools throughout Toronto, serving the same families with learn-to-swim programming at lower price points. Sets the price floor in the GTA swim school market and competes directly for the same customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/aquaticsacademycanada/?fref=ts
• Instagraminstagram.com/aquatics_academy
• Xtwitter.com/AquaAcad
• LinkedInlinkedin.com/company/aquatics-academy-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Aquatics Academy