Infant Aquatics

What Infant Aquatics does

Infant Aquatics is a private, founder-owned swim school established in 2005 by sisters Carly and Mel, operating across Northamptonshire and Rutland in the United Kingdom. The business delivers parent-and-child swimming instruction for babies from 10 weeks to 5 years of age, delivered as ten-week structured courses with 30-minute weekly lessons held at five partner venues (two health clubs, two primary schools, and one social club). Its core product is a single unified service — baby, toddler, and pre-school swimming lessons — with no proprietary technology platform; booking and customer communication are handled manually via phone and email by the co-founders.

The company employs seven staff, all of whom hold specialist early-years aquatic qualifications including STA Baby & Preschool, STA BPS Diploma, STA Safety Award, and Birthlight Aquatic Diploma certifications. Revenue is generated through direct-to-consumer course fees of £120-£135 per ten-week cycle, with full payment required before course commencement and no refunds once the term has started. The company is an associate member of the Swimming Teacher Association (STA), uses Facebook, Instagram, and a website for top-of-funnel marketing, and acquires customers primarily through organic channels and word-of-mouth. There is no external funding, no parent company, and no disclosed institutional ownership.

Name

Infant Aquatics

Legal name

Infant Aquatics

Website

https://infantaquatics.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Infant Aquatics is a founder-owned UK swim school founded in 2005, offering ten-week parent-and-child swimming courses for babies and pre-school children at five partner venues across Northamptonshire and Rutland.

Ownership category

akta.pro rank

Product category

Children's Swimming Instruction

NAICS

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

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Baby swimming lessons
• Toddler swimming instruction
• Preschool swimming classes
• Parent child swimming
• Water confidence training

Headquarters

HQ city

Kettering

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Swimming Course Fees: Revenue generated from pre-booked 10-week swimming courses. Full payment is due before the start of the course. Courses are priced between £120-£135 depending on the venue. Classes are 30 minutes long and run weekly.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Infant Aquatics is a child-led swim school that delivers parent/child swimming instruction for babies from 10 weeks to 5 years old, conducted in warm pools with specialist teachers trained in early year reflexes and aqua sensory techniques. Lessons are structured as pre-booked ten-week courses priced between £120 and £135 depending on venue, with each session lasting 30 minutes and held weekly at multiple partner venues across Northamptonshire and Rutland. All teachers hold specialist qualifications including STA Baby & Preschool, STA BPS Diploma, Birthlight Aquatic Diploma, and Birthlight baby yoga certifications.

Product overview

Infant Aquatics is a child-led swim school offering a single unified product: baby, toddler and pre-school swimming lessons for children from 10 weeks to 5 years old. The company operates ten-week structured courses at multiple venues across Northamptonshire and Rutland, with parent/child lessons lasting 30 minutes each. All instructors hold specialist qualifications including STA Baby & Preschool, STA BPS Diploma, Birthlight Aquatic Diploma, and Birthlight baby yoga certifications. The offering is delivered through sister-owned and operated business locations in Kettering, Wellingborough, Oakham, and Wollaston.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Swimming Lessons Parent/child swimming instruction for babies from 10 weeks to 5 years old, conducted in warm pools with specialist baby and pre-school teachers trained in early year reflexes and aqua sensory techniques. Lessons are child-led, promoting water confidence and lifelong swimming skills in a safe, trusting environment for individual parents and their children.
• Ten-Week Swimming Courses Pre-booked structured swimming courses lasting ten weeks, priced between £120 and £135 depending on venue, with each 30-minute lesson held weekly at partner venues across Northamptonshire and Rutland for individual parents and their young children.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Swimming Teacher Association (STA)coreStrategic or Co-development PartnerAssociate member of the STA (Swimming Teacher Association). Teachers hold STA qualifications including STA Baby & Preschool, STA BPS Diploma, STA Award in swimming teaching, and STA Safety Award for teachers. This membership demonstrates professional standards and provides access to industry-best swimming teaching methodologies.
• Balance Health ClubminorOthersPool venue partner in Kettering offering swimming lesson facilities. Classes run Monday, Wednesday, Friday 10:00am to 12:30pm.
• Diana's Health and FitnessminorOthersPool venue partner in Wellingborough offering swimming lesson facilities. Classes available weekdays, Fridays, and Sundays.
• Edith Weston Primary SchoolminorOthersSchool pool venue partner in Oakham (Rutland) offering swimming lesson facilities. Classes run Monday evenings and Saturdays.
• Rowan Gate Primary SchoolminorOthersSchool pool venue partner in Wellingborough offering swimming lesson facilities. Classes run Saturday mornings.
• Scott BaderminorOthersSocial club venue partner in Wollaston offering swimming lesson facilities. Classes run Saturday afternoons and Sundays.

Scale indicators3 records

Recent moves5 records

Broad incumbents

• Nuffield Health: UK not-for-profit health and fitness provider operating pools with junior swim lessons. Comparable venue type to Infant Aquatics' partner sites and represents both a potential venue partner and a competing in-house lesson provider.
• David Lloyd Leisure: National premium health-club chain offering junior and baby swimming lessons in its own pools. Indirect competitor via in-house kids' programming at the same health-club venues Infant Aquatics partners with.

Direct peers

• Puddle Ducks: UK national baby and pre-school swim school offering structured ASA/STA-aligned courses from birth to age 10. Operates a franchise/license model in similar venues (health clubs, schools), making it a head-to-head competitor for both customers and pool partners.
• Turtle Tots: UK baby and toddler swim school network operating in pools across multiple counties with a similar child-led philosophy. Comparable age range (birth–4 years), venue model, and credentialed-instructor approach.
• Total Swim: UK-based swim school offering lessons for babies, children, and adults at health-club venues. Directly comparable venue-partnership model and broad age-range programming that could expand into Infant Aquatics' 0–5 niche.
• Aquatots: UK operator specializing in baby and toddler swimming with structured progressive levels and trained instructors. Same age band (birth to pre-school), same parent-in-water format, similar credential-led differentiation.
• Water Babies: Largest UK provider of baby and toddler swimming lessons with a national franchise model and similar parent-child, credential-driven curriculum. Directly competes in overlapping Northamptonshire/Rutland catchment with vastly greater scale and digital infrastructure.

Others

• Swim England: National governing body for swimming in England that sets Learn to Swim frameworks and accredits teachers. Functions as a regulatory/standards body influencing how all UK baby swim schools, including Infant Aquatics, position their credentials.
• Birthlight: UK organization that trains teachers in baby yoga and aquatic education — including the Birthlight Diploma held by Infant Aquatics' instructors. Not a direct competitor; functions as an upstream credentialing body and ecosystem participant.

Regional players

• Little Swimmers: Smaller UK baby/child swim school focused on regional markets, often family-run and venue-based. Closely comparable operating model and scale to Infant Aquatics, competing for the same parent-customer type.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/iaquatics
• Instagraminstagram.com/infant.aquatics
• LinkedInlinkedin.com/company/infant-aquatics

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Infant Aquatics