Atlantis Aquatic Swim Centre

What Atlantis Aquatic Swim Centre does

Atlantis Aquatic Swim Centre is a privately held, single-site swim school located in Smeaton Grange, NSW, Australia, serving the Macarthur region including Narellan, Camden, and Campbelltown. The centre has an operational history tracing to approximately 1978 and has been owned and operated by Rod and Maree Furlong since their purchase in October 2009. It delivers structured learn-to-swim instruction to children from 6 months old through to competitive squad level, operating across nine progressive skill levels (Seahorse, Turtle, Penguin, Otter, Stingray, Squid, Eel, Barracuda, Kingfish) followed by a three-tier Squad program (Development, Bronze, Senior).

The core physical asset is a purpose-built private facility featuring two heated pools: an 11m x 6m teaching pool maintained at 31.5°C for junior learners and a 25m competition pool at 28.5°C for advanced and squad training. The centre differentiates pedagogically through a no-floatation-device teaching methodology and AUSTSWIM-qualified instructors led by owners with 45+ years of combined aquatic industry experience. Additional facilities include male and female change rooms, hot showers, a kiosk, and a swim shop. The facility is registered with Swim Australia, the national governing body for swimming instruction.

The business operates a direct-to-consumer model with term-based subscriptions for the core Learn to Swim program ($150–$200 per 10-week term depending on level), supplementary private one-on-one lessons at $35 per 15-minute class, a school holiday intensive program at $20 per lesson, and quarterly-enrolled squad programs billed monthly. Revenue is generated from a long tail of individual families rather than institutional customers, with school partnerships and the on-site Atlantis Swim Club providing community engagement and modest ancillary revenue. Marketing is limited to the company website, a Facebook page, and word-of-mouth referrals.

Name

Atlantis Aquatic Swim Centre

Legal name

Atlantis Aquatic Swim Centre

Website

https://atlantis-swim.com.au

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Atlantis Aquatic Swim Centre is a privately held, single-site swim school in Smeaton Grange, NSW, delivering term-based learn-to-swim and squad programs for children aged 6 months and up across the Macarthur region of Australia.

Ownership category

akta.pro rank

Product category

Swimming Instruction Services

NAICS

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

akta.pro primary industry

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

akta.pro secondary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Learn to swim
• Swim school
• Swimming lessons
• Squad training
• Aquatic education

Headquarters

HQ city

Smeaton Grange

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Learn to Swim Term Program: Recurring term-based enrollment for structured swimming lessons. Seahorse (parent and baby) classes at $150 per 10-week term ($15/lesson). Pre-schoolers and school-age lessons at $200 per 10-week term ($20/lesson).
2. Private Lessons: One-on-one instruction at $35 per 15-minute class. Limited availability, arranged individually through reception.
3. Intensive Holiday Program: School holiday swimming lessons and workshops. Learn to Swim lessons at $20/lesson, workshops at $12/session.
4. Squad Training: Quarterly enrollment for squad programs (Development, Bronze, Senior squads) with multiple sessions per week. Invoiced monthly though enrolled per quarter.
5. Kiosk and Swim Shop: On-site retail offering refreshments, swim equipment, and swim wear for all ages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Atlantis Aquatic Swim Centre is a private learn-to-swim facility operating from a purpose-built centre in Smeaton Grange, NSW. It delivers structured swimming lessons for children aged 6 months through to squad-level competitive swimmers via a nine-level Learn to Swim Program, three-tier Squad Programs (Development, Bronze, Senior), private lessons, and school holiday intensive programs and workshops.

Product overview

Atlantis Aquatic Swim Centre operates as a private swim school offering a comprehensive suite of swimming education programs. The core offering consists of a nine-level Learn to Swim Program (LTS) for children aged 6 months through to advanced levels, and Squad Programs with three tiers (Development, Bronze, and Senior Squad) for competitive swimmers. Additional offerings include Private Lessons for personalized instruction, an Intensive Holiday Program for school break continuity, and Carnival Workshops for competitive stroke training. The centre serves the Macarthur area (Narellan, Camden, Campbelltown) from facilities in Smeaton Grange, NSW.

Differentiator

Problem solved

Functional benefit

Products and services

• Learn to Swim Program (LTS) Structured swimming lessons for children from 6 months to school age, organized into nine progressive skill levels (Seahorse, Turtle, Penguin, Otter, Stingray, Squid, Eel, Barracuda, Kingfish) designed to develop water awareness, safety skills, stroke technique, and endurance.
• Squad Programs Competitive swimming training programs for advanced swimmers across three tiers: Development Squad (introductory squad training), Bronze Squad (foundation competitive training), and Senior Squad (advanced training towards National Age Qualification). Enrolled quarterly with multiple sessions per week and invoiced monthly.
• Private Lessons One-on-one swimming instruction offered at $35 per 15-minute class for students requiring personalized attention or those new to the centre, with limited availability arranged individually through reception.
• Intensive Holiday Program Block-based swimming lessons held during school holidays, offering Learn to Swim sessions at $20 per lesson for continued skill development outside term time.
• Carnival Workshops Specialized afternoon workshops (2:30pm to 3:15pm) focused on competitive swimming techniques including carnival preparation, breaststroke, and butterfly stroke development, priced at $12 per session.

Quantifiable outcome

• Progression from complete beginner (water fear) to confident independent swimmer within 1-2 terms with patient instruction
• +1 more outcomes

Named customers4 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

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Swim AustraliacoreStrategic or Co-development PartnerRegistered swim school with Swim Australia, Australia's national governing body for swimming teaching and water safety. This registration provides credibility and alignment with national swimming education standards.
• Local SchoolsminorStrategic or Co-development PartnerThe centre conducts swimming programs for local schools in the Macarthur region, providing curriculum-based swimming education for school children.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Others

• AUSTSWIM: National peak body for the teaching of swimming and water safety in Australia, which accredits the AUSTSWIM-qualified instructors Atlantis employs. Comparable as the credentialing/standards body underpinning Atlantis's quality proposition.
• Swim Australia: National governing body for swimming teaching and water safety in Australia. Atlantis is a registered swim school with Swim Australia; the organisation sets industry standards and is a relevant ecosystem/contextual peer rather than a competitor.

Regional players

• Sammy D Swim School: Australian swim school operator with multi-site presence focused on learn-to-swim and water safety. Comparable lesson-based, term-enrolment business model, though typically serving different specific regions than Atlantis.
• Aquabliss Swim School: Australian swim school offering learn-to-swim and squad programs with a similar curriculum-and-levels structure. Comparable in scale and offering, with some overlap in target geography.

Broad incumbents

• Kingswim: Long-running Australian swim school chain offering learn-to-swim lessons and squad training at multiple heated-pool facilities. Comparable operating model and curriculum structure to Atlantis, with broader geographic reach.
• Carlile Swimming: One of Australia's largest and most established swim school networks, founded by Olympic coach Lincoln Carlile. Offers learn-to-swim and squad programs across multiple sites, providing a scaled incumbent benchmark for Atlantis's curriculum and pricing.
• Swimplex Aquatics: Multi-location Australian swim school operator with learn-to-swim and competitive squad programs. Comparable in service offering and customer base to Atlantis, but at significantly greater scale.

Direct peers

• JUMP! Swim Schools: Franchise-based Australian swim school network offering learn-to-swim and squad programs for children. Operates a similar curriculum-based, subscription-driven model with multiple locations, making it a directly comparable franchise competitor to Atlantis in the broader Australian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/atlantisaquatic
• LinkedInlinkedin.com/company/atlantis-aquatic-swim-centre

Compliance1 record

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 Atlantis Aquatic Swim Centre