SwimRight Academy

What SwimRight Academy does

SwimRight Academy (legally LK Swim School, DBA SwimRight Academy) is a privately held, founder-operated learn-to-swim instruction provider founded in 2005 in Los Angeles by four-time Olympic Gold Medalist Lenny Krayzelburg. The company delivers year-round swimming lessons across age cohorts from 3 months through adulthood at two physical locations: West Hills (operating out of de Toledo High School) and West Los Angeles (operating out of the Jewish Community Center on Olympic Blvd).

The core offering is built around the proprietary SwimRight® Method, a 9-level curriculum divided into the SwimSafe Program (Levels 1–6: Splashers through Streamliners, focused on water safety and foundational strokes) and the SwimRight Program (Levels 7–9: Freestylers, Gliders, and Flyers, focused on competitive stroke development). All instruction is anchored in the swim-float-swim survival technique and reinforced through Survival Test 1 and Survival Test 2 assessments that students must pass before advancing. The method is delivered via four primary class formats—Private (1:1, 20 minutes), Group (4:1, 25–30 minutes), SwimTots/Parent-Tot (6:1 to 8:1), and Adult Private—plus bridge offerings including Stroke Development (6:1) and a Pre-Team Program (30 min dryland + 1 hour swim).

The business model is direct-to-consumer, subscription-based monthly tuition with a 2-month minimum commitment, priced at $100–$220/month depending on class type and location (West LA carries a slight premium over West Hills). Customer acquisition is driven by free trial classes, content marketing through a swimming blog, organic social media (33,000+ Facebook followers, ~9,000 Instagram followers), community/school partnerships (e.g., SwimSafe Program with LA school districts), and word-of-mouth referrals. The company historically expanded through a licensing partnership with Jewish Community Centers Association (JCCA) that peaked at 11 affiliated swim schools across five states (Texas, Illinois, New Jersey, New York, Massachusetts); following a 2019 rebrand, the SwimRight Academy franchise model was launched, while the original Lenny Krayzelburg Swim School brand remains exclusive to JCC North America.

Name

SwimRight Academy

Legal name

LK Swim School

Website

https://swimrightacademy.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

SwimRight Academy is a Los Angeles-based learn-to-swim instruction provider founded in 2005 by Olympic Gold Medalist Lenny Krayzelburg, delivering subscription-based group, private, and pre-team lessons across all ages using its proprietary 9-level SwimRight® Method at two locations.

Ownership category

akta.pro rank

Product category

Swim School Services

NAICS

Sports and Recreation Instruction (61162), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

Keywords

• Learn-to-swim programs
• Swimming instruction services
• Water safety training
• Youth swim education
• Adult swim lessons

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Swimming Lessons - Monthly Tuition: Recurring monthly subscription model where customers pay a fixed monthly fee for ongoing swimming lessons. Pricing varies by class type (private, group, pre-team, parent-tot) and location. Most programs require a minimum commitment period.
2. Free Trial Classes: Complimentary trial classes offered to new families to evaluate the swimmer's comfort level and determine appropriate class placement. Serves as the primary customer acquisition touchpoint before converting to paid enrollment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

SwimRight Academy is a year-round swim school offering private and group swimming lessons for infants through adults at two Los Angeles-area locations. Instruction follows the proprietary SwimRight® Method, a 9-level curriculum built around the swim-float-swim survival technique that progresses students from basic water safety fundamentals to competitive stroke mechanics. All programs are delivered on a recurring monthly subscription basis with a 2-month minimum commitment and begin with a complimentary trial class.

Product overview

SwimRight Academy operates as a year-round swimming instruction provider offering a tiered portfolio of products organized around its proprietary SwimRight® Method curriculum. The core product suite comprises four lesson delivery formats — Private Swim Lessons, Group Swim Classes, Adult Swim Lessons, and the SwimTots Program — serving ages from 3 months through adulthood. The SwimRight® Method itself is divided into two structured programs: the SwimSafe Program (Levels 1–6) covering foundational water safety, floating, and basic stroke mechanics, and the SwimRight Program (Levels 7–9) advancing swimmers toward competitive readiness. Additional offerings include Stroke Development Classes (bridging instructor-led lessons to deck coaching) and a Pre-Team Program for graduates of all eight levels preparing for competitive team participation. All programs share the same swim-float-swim methodology, color-coded progression system, and song/game-based instruction for young learners.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Swim Lessons One-on-one swim instruction offered in 20-minute sessions for infants, students who are not water safe, and individuals with extreme anxiety or behavioral challenges who require personalized attention. Pricing is $200-$220/month with a 2-month minimum commitment.
• Group Swim Classes Group lessons structured for children at the Floaters level or above who can follow directions and work in a group setting. Class size is 4 students per instructor with 25-30 minute sessions. Pricing is $120-$125/month on a subscription basis.
• Adult Swim Lessons Private lessons for adults of all levels, from beginners with fear of water to those seeking to refine stroke mechanics. Delivered as 1-on-1 sessions of 20 minutes, focusing on comfort, coordination, technique, endurance, and speed.
• SwimTots Program Swimming program for children under 2 years old taught with parent in the water. Includes trial, beginner, and advanced parent-tot classes with class sizes ranging from 6 to 8 students per instructor. Pricing starts at $110-$115/month on a subscription basis.
• Stroke Development Classes Transition program between instructor-led lessons and pre-team coaching where swimmers learn to correctly execute all four competitive strokes and perform racing starts and flip turns. Class size is 6 students per instructor at $115/month.
• Pre-Team Program Program for swimmers who have graduated all SwimRight levels, providing endurance training and competitive elements needed to join a competitive swim team. Includes 30 minutes of dryland and 1 hour of in-water practice per session. Pricing starts at $100-$110/month.

Quantifiable outcome

• 45,000+ students taught since founding
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Big Blue Swim School: A growing franchise swim school offering year-round lessons for children 6 months and up, with a structured curriculum and small class sizes. Overlaps directly with SwimRight's parent-targeted, level-based swim instruction model.
• SafeSplash Swim School: Specialized learn-to-swim franchise focused on water safety, with age-based curricula from infants to adults and small instructor-to-student ratios. Targets the same parent-paid water-safety segment as SwimRight Academy.
• Emler Swim School: A Texas-originated learn-to-swim franchise serving infants through competitive-level swimmers with a proprietary curriculum and small class sizes. Operates as a franchise system comparable to SwimRight's franchise ambitions.
• Aqua-Tots Swim Schools: An international swim school franchise providing year-round lessons from infants (4 months) through advanced swimmers, with small class sizes and a proprietary 8-level curriculum — directly comparable to SwimRight's structured level-based methodology.
• British Swim School: A national franchise that teaches water survival and stroke development to infants, children, and adults through a three-tier curriculum (water acclimation, survival, stroke development). Closely mirrors SwimRight's swim-float-swim survival approach and franchise-led growth model.
• Goldfish Swim School: One of the largest learn-to-swim franchises in North America, offering year-round lessons for children 4 months to 12 years with a proprietary curriculum and a comparable recurring-monthly subscription model. Competes directly with SwimRight in the parent-paid learn-to-swim category.
• Sunsational Swim School: A private in-home swim lesson provider serving families across multiple U.S. metro areas with one-on-one instruction for infants through adults. Comparable to SwimRight's private lesson format but differentiated by at-home delivery.

Others

• USA Swimming: The national governing body for competitive swimming in the U.S., which sets standards and develops Learn-to-Swim programming adopted by many swim schools, including SwimRight's curriculum direction. Relevant as an ecosystem participant and standard-setter rather than a direct competitor.

Emerging players

• SwimLabs Swim School: A learn-to-swim and stroke-development provider that integrates underwater video analysis and small-group instruction to accelerate skill development. Overlaps with SwimRight's upper-level (Stroke Development / Pre-Team) programs and represents a technology-augmented adjacent model.

Broad incumbents

• YMCA: The largest community-based provider of swim lessons in the U.S., with group and private instruction for infants through adults as part of a broader recreational and aquatic-facility offering. Represents a broad-incumbent competitor overlapping with SwimRight's core lesson categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SwimRightAcad
• YouTubeyoutube.com/@swimrightacademy
• Facebookfacebook.com/swimrightacademy
• Instagraminstagram.com/swimrightacademy
• LinkedInlinkedin.com/company/swimright-academy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SwimRight Academy