Shendy's Swim School Inc.

What Shendy's Swim School Inc. does

Shendy's Swim School Inc., doing business as Making Waves Swim School, is a privately held, founder-owned Canadian learn-to-swim operator founded in 1994 by Tiernan Murphy in Brampton, Ontario. The company operates six indoor pool facilities across the Greater Toronto Area — Brampton, Guelph, Milton, Mississauga, Oakville, and Vaughan — and teaches more than 8,000 students per week across age cohorts spanning Parent & Tot (3–23 months), Little Waves (2–5 years, seven levels), Big Waves (6–12 years, ten levels), teens (13–17), adults (18+), Summer Accelerated, and Lifesaving Society certification courses. Core technical and pedagogical differentiators include proprietary "Small Steps" teaching methodology, 90-degree warm-water pools, UV water purification systems that neutralize pathogens including cryptosporidium, electronic pool-chemical monitoring, and a multi-vendor digital stack (Jackrabbit for class registration and parent portal, BambooHR, Evolia, Vimeo).

The business is run on a session-based subscription model: families register online for 10–14 week sessions across four annual terms (Summer, Fall, Winter, Spring) with proration for late enrollment and installment plans available; pricing varies by location and program and is not publicly disclosed. Incremental revenue comes from Lifesaving Society certification courses (Bronze Star, Bronze Medallion, Bronze Cross, National Lifeguard, Standard First Aid/CPR-C) and from a referral program that awards free lesson credits to existing families who refer new ones. GTM is direct-to-consumer and community-led, supported by a free first-lesson offer, free online swim assessments, multi-channel organic social (Facebook, Instagram, TikTok), educational content marketing, and a partnership with Big Brothers Big Sisters of Peel.

Recent strategic actions include the 2025 acquisition and rebrand of Oakville Swim Academy into Making Waves, the opening of the Mississauga facility in September 2018 and the Vaughan facility in 2016, a 2023 restructuring of the core learn-to-swim curriculum (introduction of Little Waves / Big Waves, Progress Trackers, and the "Coach" title), and an active B Corp certification pursuit under a newly created Senior Manager of ESG role. The company is closely held by founder Tiernan Murphy with no external institutional investment disclosed.

Name

Shendy's Swim School Inc.

Legal name

Making Waves Swim School Inc.

Website

https://shendys.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Shendy's Swim School Inc. (Making Waves Swim School) is a privately held, founder-owned Canadian learn-to-swim operator running six indoor pool locations across Ontario's Greater Toronto Area, teaching 8,000+ students per week from age 3 months to adults via session-based programs.

Ownership category

akta.pro rank

Product category

Swim Instruction Services

NAICS

Sports and Recreation Instruction (611620), 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 industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

Keywords

• Swim instruction services
• Learn-to-swim programs
• Youth aquatic education
• Lifeguard certification courses
• Indoor swim lessons

Headquarters

HQ city

Brampton

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Session-Based Swim Lessons: Program fees charged per session (typically 10-14 weeks). Sessions offered throughout the year including Summer, Fall, Winter, and Spring. Fees are prorated if enrolling after session start date. Payment plans available.
2. Lifesaving Courses: Additional revenue from Lifesaving Society certification courses including Bronze Star, Bronze Medallion, Bronze Cross, and National Lifeguard. Required for staff and available to parents.
3. Referral Credits: Free lesson credits earned through referral program where existing families refer new families to the swim school.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Shendy's Swim School Inc., doing business as Making Waves Swim School, delivers structured learn-to-swim instruction across age tiers from 3 months to adults through six indoor pool locations in Ontario. Revenue is generated by session-based program fees (Parent & Tot, Little Waves, Big Waves, Teen, Adult, Summer Accelerated) and Lifesaving Society certification courses (Bronze Star, Bronze Medallion, Bronze Cross, National Lifeguard). The company combines a proprietary Small Steps teaching curriculum with 90°F warm pools, UV water purification, and small swimmer-to-coach ratios to differentiate on safety and quality.

Product overview

Making Waves Swim School is a learn-to-swim service provider offering a comprehensive suite of age-targeted aquatic education programs. The core offering consists of structured swim lesson programs: Parent & Tot (3-23 months), Little Waves (2-5 years, 7 levels), Big Waves (6-12 years, 10 levels), Teen Program (13-17 years), Adult Program (18+ years), and Lifesaving Courses. The Summer Accelerated Program provides intensive daily lessons for rapid skill development. The company operates multiple indoor pool facilities across the Greater Toronto Area and maintains a digital registration and parent management system.

Differentiator

Problem solved

Functional benefit

Products and services

• Parent & Tot Program Learn-to-swim program for children aged 3–23 months with parent participation in the water. Focuses on early water safety skills, holding techniques, comfort in water, and parent-child bonding through play and exploration in warm pools.
• Little Waves Program Learn-to-swim program for children aged 2–5 years featuring seven flexible levels. Uses playful games and activities to build water confidence, foundational swimming skills, and water safety awareness with small 3:1 or 2:1 swimmer-to-coach ratios.
• Big Waves Program Comprehensive 10-level learn-to-swim program for children aged 6–12 years. Focuses on mastering core swimming strokes, lifesaving kicks, self-rescue techniques, and building fitness through engaging activities, with 3:1 or 2:1 ratios.
• Teen Program Swim lessons for teenagers aged 13–17 years addressing difficulty putting face in water, swimming in deep water, or seeking stroke correction, building confidence in and around the water.
• Adult Program Swim instruction for adults aged 18+ covering overcoming fear of water, learning to put face in water, swimming in deep water, and stroke correction, with one-on-one attention available.
• Summer Accelerated Program Intensive summer swim program featuring daily 30-minute lessons Monday through Friday for two weeks, designed for rapid skill building through consistent practice across multiple age groups.
• Lifesaving Courses Lifesaving Society certification courses including Rookie, Ranger, Star, Bronze Star, Bronze Medallion, Bronze Cross, National Lifeguard, and Standard First Aid with CPR-C. Required for staff and available to advanced swimmers 13+ and parents pursuing lifeguard credentials.

Quantifiable outcome

• 8,000+ students taught per week
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Big Brothers Big Sisters of PeelcoreStrategic or Co-development Partner · 1 October 2019Partnership to support youth in the community. Making Waves donated 25 Swimming Lesson Packages to BBBS Peel in honor of their 25th anniversary. The partnership aims to provide guidance and support to better opportunities for children and youth in the community through mentoring programs.
• US Swim School AssociationminorOthersMember of US Swim School Association, an industry organization for swim schools across North America.
• Australian Swim Schools AssociationminorOthersMember of Australian Swim Schools Association, connecting with international swim school best practices.
• Canadian Swim School AllianceminorOthersMember of Canadian Swim School Alliance, representing Canadian swim schools in the industry.
• Lifesaving SocietycoreStrategic or Co-development PartnerCertified coaches and proven safety-first curriculum aligned with Lifesaving Society standards. All staff obtain Standard First Aid with CPR-C through Lifesaving Society. Bronze Cross, Bronze Medallion, Bronze Star, and National Lifeguard courses offered.

Scale indicators6 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Foss Swim School: Independent, family-owned swim school in the U.S. Midwest with multi-location year-round indoor pools, small class sizes, and progressive curriculum. Closely comparable in operating model (independent, family-led) rather than franchise structure.
• Goldfish Swim School: Large U.S./Canada franchised swim school chain offering year-round small-group lessons for children ages 4 months to 12 years in warm-water indoor pools. Directly comparable in product (small classes, warm water, structured levels) and customer (families with young children), though franchise-funded at much larger scale.
• British Swim School: Franchised swim school operating across the U.S. and Canada with a similar gentle, small-group 'water survival' curriculum for infants through adults. Closely comparable in pedagogy and direct-to-family model, and a real competitive presence in the Ontario market.
• SafeSplash Swim School: Owned by Streamline Brands, SafeSplash is a franchised small-group swim school focused on infants through adults with structured curriculum and warm-water pools. Operates in Canada and is a direct competitor for the same family demographic.
• Big Blue Swim School: U.S. franchised swim school chain with small-group lessons, warm indoor pools, and proprietary curriculum for children and adults. Comparable year-round, session-based model and target customer; represents an emerging competitive threat.
• Aqua-Tots Swim Schools: International franchised swim school offering year-round indoor lessons with small class sizes and proprietary curriculum for children 4 months and up. Directly comparable offering and customer base; expanding into Canada and competing for the same GTA families.

Emerging players

• Sunsational Swim School: U.S.-based swim school that primarily delivers private and small-group in-home lessons with a strong digital booking platform. Different delivery model (traveling instructors) but directly competes for families seeking flexible, personalized swim instruction.

Others

• Lifesaving Society: Canadian charitable organization that sets aquatic safety standards, certifies instructors, and issues Bronze Medallion/Bronze Cross/National Lifeguard credentials. Making Waves partners with the Lifesaving Society for curriculum and certification revenue, making it an enabling ecosystem partner rather than competitor.

Broad incumbents

• YMCA of Greater Toronto: Major regional YMCA operating multiple indoor pools across the GTA offering subsidized swim lessons for children and adults. Competes on price and accessibility for the same family demographic, though as part of a broader fitness/community portfolio rather than dedicated swim school.
• City of Brampton Recreation: Municipal recreation department operating public pools and subsidized learn-to-swim programming across Brampton. Represents a low-price alternative for families in the company's flagship market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MakingWavesCAD
• Instagraminstagram.com/makingwaves.swimschool
• TikToktiktok.com/@makingwaves.swimschool
• LinkedInlinkedin.com/company/shendy-s-swim-school-inc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Shendy's Swim School Inc.