Angel Swim London

What Angel Swim London does

Angel Swim London is a premium private baby and child swimming school founded in 2017 by Adam Knight and headquartered in Chelsea, London. The company delivers in-person swimming tuition to parents and their children from age 8 weeks through 10 years, operating across 11 partner-school venue locations spanning Chelsea, Putney, Balham, Clapham, Shepherds Bush, Hampstead, Hendon, Finchley, Sutton, Cheam, and Willesden, plus a premium home visit service. Lessons are differentiated by a strict maximum 4:1 student-to-teacher ratio (versus industry-standard 8:1), use warm hydrotherapy pools (30-33°C), and follow a proprietary multi-stage curriculum (Baby 6 levels, Toddler 3 levels, Angel Stage Children's 6 levels) using the BLABT teaching philosophy. Specialized Autism and SEN instruction is delivered by all instructors holding internationally recognized Autism Swim certification.

The business operates on a recurring monthly Direct Debit subscription model, charging £65/month for standard venue group classes, £84/month for premium-location group classes (Chelsea, Battersea, Balham, Putney), £111/month for private 2:1 lessons, and £156/month for private 1:1 lessons, with a one-off £20 booking fee added to first month. Lessons run 39 weeks per year aligned to school term times but are billed evenly across 12 months. The product surface has expanded beyond core weekly lessons to include seasonal Crash Courses (Easter/Summer intensive programs), an STA Level 2 Swim Teacher Course, a bespoke Home Visit service, and a Pool Rental offering for private pool owners seeking to offset pool costs.

Go-to-market is direct-to-consumer: parents book through dedicated venue-specific booking forms on the angelswim.london website, captured via organic social (Instagram, Facebook), YouTube content (Angel Swim London TV), blog/SEO content marketing, and a free baby swim e-book lead magnet. The company employs 9 staff including founder Adam Knight, two operational managers, and multiple swim instructors, and reports a fully booked schedule with 50+ children on waiting lists post-lockdown. The business is founder-owned with no external investment or parent company disclosed.

Name

Angel Swim London

Legal name

Angel Swim London

Website

https://angelswim.london

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Angel Swim London is a premium private baby and child swimming school founded in 2017 in London, offering small-group (max 4:1) lessons from 8 weeks to 10 years across 11 partner-school venues and home visits, with specialized Autism and SEN instruction.

Ownership category

akta.pro rank

Product category

Children's Swimming Instruction

NAICS

Sports and Recreation Instruction (61162)

akta.pro primary industry

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

akta.pro secondary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

Keywords

• Baby swimming lessons
• Children's swim school
• Autism and SEN swimming
• Private swimming tuition
• London hydrotherapy pools

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Swimming Lessons: Monthly subscription model for swimming lessons. Charges a flat monthly rate via Direct Debit on the 1st of each month. Lessons run for 39 weeks per year (school term times) but fees are divided evenly across 12 monthly payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Angel Swim London is a private swim school that delivers premium baby, toddler, and children's swimming lessons across 11 London venues and via home visits, with maximum 4 children per class in warm hydrotherapy pools (30-33°C). The company teaches children from 8 weeks to 10 years old through a structured 6-level progression, plus specialized Autism & SEN lessons, holiday crash courses, and an STA-certified swim teacher training program.

Product overview

Angel Swim London is a swim school offering premium baby, toddler, and children's swimming lessons across multiple London venues. The core program consists of Baby Swimming Lessons (8 weeks - 2 years across 6 levels), Toddler Swimming Lessons (2-3 years across 3 levels), and Angel Stage Children's Lessons (3-8 years across 6 stages). The company also offers specialized Autism & SEN Swim Lessons with certified instructors, seasonal Crash Courses for intensive skill development, professional Swim Teacher Courses for instructor training, Home Visit Swimming Lessons for customers preferring private instruction at home, and Pool Rental services for pool owners. All group lessons maintain a maximum of 4 children per class, with private 1:1 and 2:1 options available. The company operates from multiple pool venues across London including Chelsea, Putney, Balham, Clapham, Shepherds Bush, Hampstead, Hendon, Finchley, Sutton, Cheam, and Willesden.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Swimming Lessons Structured swimming lessons for babies aged 8 weeks to 2 years, organised into 6 progressive levels that develop water confidence through nursery rhymes, floatation, and submersion techniques. Maximum of 4 babies per class.
• Toddler Swimming Lessons Swimming lessons for toddlers aged 2-3 years, progressing through 3 levels focused on independence, floatation, propulsion, rotation, and survival skills with parent participation. Maximum of 4 toddlers per class.
• Angel Stage Swimming (Children's Lessons) Independent swimming lessons for children aged 3-8 years structured into 6 progressive stages teaching the 4 recognised strokes (backstroke, freestyle, breaststroke, butterfly) using the BLABT teaching philosophy. Offered as private 1:1, 2:1, and small-group 4:1 classes.
• Autism & SEN Swim Lessons Specialised swimming lessons for children with Autism and Special Educational Needs, with all instructors trained in the internationally recognised Autism Swim certification. Delivered at warm hydrotherapy pools (30-33°C) including Jack Tizard School and Kisharon Noe School.
• Crash Courses Intensive week-long swimming programmes during school holidays (Easter and Summer), condensing multiple weeks of lessons into daily sessions for accelerated skill development. Crash Course 2026 registration is open.
• Swim Teacher Course Professional swimming instructor training programme leading to STA Level 2 Swim Teacher certification and STA Safety Award for Teachers, training the next generation of instructors.
• Home Visit Swimming Lessons Bespoke swimming lessons delivered at the customer's home pool, available 7 days a week for babies, children, and adults across London premium areas including Chelsea, Kensington, Holland Park, St John's Wood, Mayfair, Hampstead, Richmond, and Wimbledon.
• Pool Rental Pool space rental service for private pool owners to offset costs by renting their pool to Angel Swim London for lessons when not in use.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Buckingham PoolscoreStrategic or Co-development PartnerAward-winning pool Design and Build services in commercial and residential sectors. Provides exceptional services with latest technological advancements, detailed CAD designs, and best practice build methodology for innovative leisure facilities.
• ZoggsminorGTM or Marketing PartnerMarket leaders in swimwear, toys and equipment for all ages and abilities. Focused on sustainability with Eco-last range made from recycled ocean plastic.
• Autism SwimcoreStrategic or Co-development PartnerInternational social enterprise specializing in wandering and drowning prevention for those with ASD and other abilities. Angel Swim London has certification from Autism Swim for all team members.
• Strictly SwimmingminorStrategic or Co-development PartnerLondon's premier provider of adult swimming lessons operating at venues in Fulham, Knightsbridge, Tower Bridge and the City of London.
• Kokoso BabyminorGTM or Marketing PartnerMulti-award winning natural skincare brand using raw, virgin, organic coconut oil for babies. Products include moisturising coconut oil, hair and body wash, and gift boxes.
• Love the OceansminorStrategic or Co-development PartnerNon-profit marine conservation organisation. In 2018, Angel Swim London Founder Adam Knight flew to Mozambique to train three new swim teachers and teach over 200 children to swim.
• Minerva TutorsminorGTM or Marketing PartnerThriving education company with innovative tutors helping thousands of children develop skills for exams and beyond.
• Nanny LouennaminorGTM or Marketing PartnerHighly qualified nanny and maternity nurse with over seventeen years experience. The Louenna app guides parents through parenthood from newborns to potty training.
• First Aid for LifeminorImplementation/ SI/ Consulting PartnerFirst aid experts offering training courses including intensive one day Paediatric First Aid training to meet Ofsted requirements.
• Jack Tizard SchoolcoreOthersSchool venue in Shepherds Bush hosting Angel Swim London's hydrotherapy pool lessons for babies, toddlers and children with SEN including Autism.
• Kisharon Noe SchoolcoreOthersSchool venue in Hendon hosting Angel Swim London's hydrotherapy pool lessons for babies, toddlers and children after school.
• Park Walk Primary SchoolcoreOthersPrimary school venue in Chelsea hosting Angel Swim London's main pool and headquarters location.
• Alderbrook Primary SchoolcoreOthersPrimary school venue in Balham hosting Angel Swim London's swimming lessons.
• Granard Primary SchoolcoreOthersPrimary school venue in Putney hosting Angel Swim London's 12 x 5 metre pool for Saturday and Sunday lessons.

Scale indicators1 record

Recent moves12 records

Expansion highlights5 records

Direct peers

• Total Swimming: UK-wide learn-to-swim provider with London venues, covering babies through adults. Comparable multi-venue, multi-tier (group and private) lesson offering aimed at the same parent-customer base.
• Water Babies: The UK's largest dedicated baby and toddler swimming school, operating a national franchise network. Direct competitor in the same product category (baby/toddler swim lessons), serving similar parent customers with the same hydrotherapy-pool, small-class value proposition.
• Puddle Ducks: UK-wide baby and child swimming school with multiple London venues, focused on small class sizes and structured progression from birth to independent swimming. Closely comparable business model, customer segment, and curriculum-led differentiation.
• Swimming Nature: Premium private swimming school with strong London presence, offering 1:1 and small-group lessons across age groups. Comparable premium positioning, subscription pricing model, and hydrotherapy/warm-pool emphasis.
• London Swimming Academy: London-based swim school teaching children from beginner through to competitive level. Comparable multi-stage curriculum (baby through stroke development) and similar target parent demographic.
• Blue Wave Swim School: London-based premium baby and child swim school with similar small-class philosophy and warm-pool venues. Closely comparable product mix and target customer in overlapping London postcodes.
• Happy Fish Swim School: London-based swim school offering lessons for babies and children with small group sizes. Comparable local-market positioning and parent-targeted offering in overlapping London boroughs.
• Aqua Sunlight: London baby swim specialist using warm hydrotherapy pools and offering small group lessons from birth. Direct comparability in product format, venue type, and customer segment.

Broad incumbents

• Strictly Swimming: London-based adult swimming lesson provider and a listed Angel Swim partner. Comparable premium London swim-school brand and overlapping instructor network, though focused on adults rather than children.

Emerging players

• Eden Swim: London-based private home-visit swimming provider (Mayfair and other premium postcodes), referenced as a partner on Angel Swim's own site. Closely comparable premium home-visit swim offering for affluent London parents.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCQGnxzBykbOVB00_cWFtvCg
• Facebookfacebook.com/angelswimlondon
• Instagraminstagram.com/angelswimlondon
• LinkedInlinkedin.com/company/angel-swim-london

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Angel Swim London