Penguin City Swim

What Penguin City Swim does

Penguin City Swim is a New York City-based, privately held swim instruction company founded in 2013 and owned by Craig Weingard. The company delivers private, semi-private (1:2), and small group (1:4) swim lessons, plus Water Babies parent-participation classes for infants and toddlers, across an 11-level proprietary curriculum spanning Water Babies (6-23 months) through King Swim Clinic (competitive) for youth and Gentoo/Royal for adults. Operations run from four NYC locations: Midtown East (NYSC 45th & Lex), Riverdale (The Riverstone), Upper West Side (John Jay College), and Upper East Side (Moise Safra Center, members-only), with sessions priced between $49 and $165 depending on format, duration, and location.

The business model is direct-to-consumer pay-as-you-go pricing per session, with customers self-qualifying via a website-based level-finder questionnaire and registering through the third-party Jackrabbit Class platform. Marketing is digital-first across Instagram, Facebook, YouTube, blog content, and email/SMS. Revenue diversification comes from (i) institutional programming for NYC schools and camps (Ramaz, Lycée Français De New York, The École, OASIS Day Camp, Camp Gan Israel, Camp Keshet) and (ii) a commercial pool management service operated under the owner's Certified Pool Operator credentials, servicing more than 30 pools annually across New York, New Jersey, and Connecticut with chemicals, lifeguards, maintenance, and full operations. The company reports teaching over 1,000 students lifetime and accumulating 175+ five-star Google reviews.

Headcount is stated at 1-10 employees, although the named team includes approximately 14 instructors and supervisors (Sophia as Head Instructor & Aquatics Lead; supervisors Kim, Rachel, Jimmy, Hailey, Katie, Megumi; and additional instructors), suggesting heavy use of independent contractors. No external funding, parent company, or M&A activity is disclosed. The combined business is concentrated in NYC with marginal tri-state geographic reach through the pool management arm, and there is no disclosed technology platform, app, AI/ML capability, or proprietary software product underlying the service delivery.

Name

Penguin City Swim

Legal name

Penguin City Swim

Website

https://penguincityswim.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Penguin City Swim is a New York City-based private swim instruction company offering personalized private, semi-private, small group, and Water Babies classes across four borough locations for ages 6 months to adults, plus commercial pool management services.

Ownership category

akta.pro rank

Product category

Swim Instruction Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYEDALAIAF

Aquatics Programs (Pools, Swim Lessons, Lifeguarding)

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYMPAKAEAF

Aquatic Centers & Swimming Facilities

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

Keywords

• Swim instruction services
• Private swim lessons
• Group swim classes
• Adult swim programs
• Water safety training

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Swim Lessons: One-on-one instruction between instructor and swimmer. Ideal for beginners with water fears or those seeking focused stroke technique development. Offered at 30, 45, and 60-minute durations.
2. Semi-Private Swim Lessons: Instruction with 1:2 instructor-to-student ratio. Small group setting for more personalized attention than group lessons.
3. Small Group Swim Lessons: Group lessons with 1:4 instructor-to-student ratio. Swimmers matched by age and ability. Ideal for ages 4+ who can swim short distances independently.
4. Water Babies Classes: Parent-participation classes for infants and toddlers ages 6-23 months. Focus on water safety and acclimation through songs and games.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Penguin City Swim is a NYC-based swim school providing private (1:1), semi-private (1:2), and small group (1:4) swim lessons across 11 progressive skill levels, from parent-participation Water Babies classes for infants 6-23 months through advanced competitive swim team clinics for adults and children. Lessons are delivered in 30, 45, and 60-minute sessions at four partner pool facilities across Manhattan and the Bronx, taught by instructors that include D1 scholarship winners and university-level swim coaches. The company also provides commercial pool management services for 30+ pools annually across NY, NJ, and CT.

Product overview

Penguin City Swim offers a comprehensive swim lesson program in New York City with multiple lesson formats (private, semi-private, and small group) across 11 progressive skill levels. The core youth program progresses from Water Babies (6 months-2 years) through Little Blue, Galapagos, Rockhopper, Humboldt, Macaroni, Chinstrap, and King Swim Clinic (competitive). Adult programs include Gentoo (beginner) and Royal (intermediate). The company also provides commercial pool management services for over 30 pools annually across NY, NJ, and CT. Lessons are offered at multiple NYC locations including Midtown East (45th/Lex), Riverdale, Upper West Side (John Jay College), and Upper East Side (Moise Safra Center).

Differentiator

Problem solved

Functional benefit

Products and services

• Water Babies Introduction to water safety and swimming for infants and toddlers aged 6 months to 23 months. Parents join children in the water for singing, games, and foundational water skills.
• Little Blue Level 1 swim program for children ages 2 to 18 focusing on pool safety, water adjustment, and introductory floating techniques including front and back floats supported by an instructor.
• Galapagos Level 2 swim program teaching head and face underwater submersion, independent floating on front and back with kicking, and assisted jumps.
• Rockhopper Level 3 swim program introducing freestyle with beginning breathing, elementary backstroke arms, beginning backstroke, breaststroke arms, and independent jumping into the pool.
• Humboldt Level 4 swim program covering beginning freestyle and backstroke, underwater swimming, surface dives, introduction to treading water and butterfly.
• Macaroni Level 5 swim program teaching coordinated freestyle, backstroke, and breaststroke, beginning butterfly and sidestroke, beginning diving, and treading water for 30 seconds.
• Chinstrap Level 6 swim program focused on proper form for all swim strokes (freestyle, backstroke, breaststroke, butterfly, sidestroke), diving, treading with kicking only, and introduction to starts and open turns.
• King (Swim Clinic) Advanced swim clinic for competitive preparation covering advanced starts and flip turns, racing dives, 100-yard IM and 100-yard freestyle swimming, and swim meet participation.
• Gentoo (Adult Beginner) Adult beginner swim program teaching basic water safety, walking independently around the pool, front and back floating, independent floating with kicking, and beginning freestyle, backstroke, and breaststroke arms.
• Royal (Adult Intermediate) Adult intermediate swim program covering beginning breaststroke, surface dives, treading introduction, beginning butterfly, coordinated freestyle and backstroke, and treading water for 30 seconds.
• Private Swim Lessons One-on-one instruction between an instructor and swimmer, available in 30, 45, or 60 minute sessions, designed for swimmers with reservations or fear of water, and those seeking focused stroke technique development.
• Semi-Private Swim Lessons Two students per instructor format with 1:2 ratio, available in 30 or 45 minute sessions, providing small group setting for more personalized attention.
• Small Group Swim Lessons Group lessons with 1:4 instructor-to-student ratio, featuring 3-4 swimmers per class, matched by age and ability, available in 30 or 45 minute sessions.
• Pool Management Services Commercial pool operations and management service serving over 30 commercial pools annually in New York, New Jersey, and Connecticut, providing chemicals, lifeguards, maintenance, repairs, and full pool operations including opening/closing and weekly water analysis.

Quantifiable outcome

• Over 1,000 students taught to swim
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• New York Sports Club (NYSC)coreStrategic or Co-development Partner · 1 January 2022Exclusive provider of swim instruction at NYSC's East 45th Street location since 2022. Operates in their recreational pool facility 7 days a week.
• Moise Safra CentercoreStrategic or Co-development Partner · 1 January 2019Exclusive provider of swim instruction at the Moise Safra Center since 2019. Services the synagogue's congregation members with swim lessons at their facility.
• John Jay College (CUNY)coreStrategic or Co-development PartnerProvides swim instruction at John Jay College's competitive pool facility on Sundays. Features a five-lane, 25-yard pool with diving blocks for pre-swim team programming.
• Ramaz SchoolcoreStrategic or Co-development PartnerProvides Physical Education Programming for Ramaz Middle School, Swim Team programming for Ramaz Upper School, and after school programming for Ramaz Lower School.
• Lycée Français De New YorkminorStrategic or Co-development PartnerProvides Physical Education Programming for the French international school.
• The École - French American Bilingual SchoolminorStrategic or Co-development PartnerProvides Physical Education Programming for the bilingual school.
• Residential Buildings (Manhattan)minorStrategic or Co-development PartnerProvides swim programming in residential buildings throughout Manhattan as part of pool management services.
• OASIS Day CampminorStrategic or Co-development PartnerProvided aquatics operations for OASIS Day Camp at NYSC locations.
• Camp Gan IsraelminorStrategic or Co-development PartnerProvided aquatics operations at Moise Safra Center and Vacation Village locations, and Camp in the Catskills in upstate New York.
• The Riverstone (Riverdale)coreStrategic or Co-development PartnerOperates swim lessons at The Riverstone pool facility in Riverdale, NYC. Classes available 7 days per week including evenings and weekends.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Goldfish Swim School: Largest franchised swim school in North America, offering year-round lessons for children 4 months to 12 years using a proprietary curriculum. Direct competitor in the parent-paid swim lesson category with similar progression-based programming.
• British Swim School: Franchise-based swim school offering private, semi-private, and group lessons for all ages across the US. Closely comparable to Penguin City Swim in lesson format, age range, and curriculum structure, but operates via a franchise model with national scale.
• Emler Swim School: Texas-based swim school with a structured curriculum from baby through competitive levels, offered as group and private lessons. Comparable in lesson formats and child-focused curriculum, though concentrated in the South/Southwest rather than the Northeast.
• SafeSplash Swim School: Specialty swim instruction franchise serving children and adults with small group and private lessons. Operates a curriculum-driven, multi-level progression similar to Penguin City's penguin-themed levels, and competes head-to-head in metro markets.
• Aqua-Tots Swim Schools: International swim school franchise with an 8-level curriculum for infants through advanced swimmers, offered in small group and private formats. Highly comparable on product, target customer (parents of young children), and progression-based instruction model.
• SwimJim Swim School: NYC-area swim school offering group, semi-private, and private lessons for all ages at multiple Manhattan and Brooklyn locations. Direct in-market competitor with a similar urban, multi-location model and comparable pricing tiers.

Broad incumbents

• YMCA of Greater New York: Large incumbent offering swim lessons as part of broader membership-based health, fitness, and aquatics programming across NYC branches. Competes for the same parent and adult swim lesson customers, but swim is one of many services rather than a focused specialty.

Regional players

• Streamline Swim Academy: NYC-area swim school offering group and private lessons for children and adults. Comparable curriculum, format, and target market, but smaller geographic footprint in a different NYC sub-market.

Emerging players

• Big Blue Swim School: Growing franchise swim school for children with small-group, progression-based curriculum. Comparable in age target and lesson format, but at a smaller scale and concentrated in the Midwest.
• Sunsational Swim School: National in-home and community-pool swim lesson provider sending instructors to customers' pools or local facilities. Comparable instructor-driven lesson model but with a distributed/come-to-you approach rather than Penguin City's fixed-location model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=BF-1oFvcVa8
• Facebookfacebook.com/PenguinCitySwimNYC
• Instagraminstagram.com/penguincityswimnyc
• Xx.com/penguincityswim

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Penguin City Swim