iSwim Academy - Club Vitae

What iSwim Academy - Club Vitae does

iSwim Academy (legal entity Natare Limited) is a Dublin-based direct-to-consumer swimming school founded in 2017, operating across three Dublin venues: Club Vitae Tallaght, Club Vitae Liffey Valley, and CRC Clontarf. The company delivers swimming instruction to over 2,900 weekly swimmers through a proprietary six-level curriculum (Frogs, Starfish, Penguins, Seals, Marlins, Dolphins) plus Lane Coaching for advanced swimmers, with a separate inclusive programme for children and adults with disabilities delivered at the fully accessible CRC Clontarf facility. The core technology layer is iClassPro, a third-party SaaS platform providing scheduling, billing, parent portal access, and Stripe-integrated payment processing; the company layers its own operational features on top including in-water instructor support for beginners, capped class sizes (max 6 for first two levels, max 8 thereafter), continuous assessment enabling mid-term level progression, and a virtual viewing gallery at venues with limited poolside access.

The business operates multiple revenue streams: monthly recurring subscriptions for regular group lessons (€140-€190 per 9-14 week term or ~€15 per class), pre-paid private lesson block packages (€185-€580 for 5-10 sessions), seasonal intensive camps during Easter/Summer/Halloween (€65-€195 per camp), inclusive swim programmes, and school partnership programmes with three named institutions. Customer acquisition is driven by digital channels (website, Facebook, Instagram), free swim assessments, school referral partnerships, and word-of-mouth. All 25 instructors are Garda-vetted and hold Swim Ireland Qualifications, with specialized Halliwick method training for the disability segment. The company is bootstrapped and founder-owned (Jolanta Tulikowska-Sobinek and Tobiasz Sobinek), with no external investment disclosed, and is GDPR-compliant with formal child safeguarding policies.

Name

iSwim Academy - Club Vitae

Legal name

Natare Limited

Website

https://iswim.ie

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

iSwim Academy is a Dublin-based direct-to-consumer swimming school operating three venues, teaching 2,900+ weekly swimmers through a proprietary six-level curriculum and inclusive programmes for children and adults with disabilities. The business uses a subscription and block-pricing model across group lessons, private lessons, and seasonal camps.

Ownership category

akta.pro rank

Product category

Swimming Instruction Services

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

Keywords

• Swimming lessons
• Group swimming classes
• Private swim instruction
• Intensive swim camps
• Inclusive swimming programmes

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Regular Group Swimming Lessons (Monthly Subscription): Monthly recurring payments for group swimming lessons. Customers pay month-by-month in advance based on scheduled sessions for that month. A one-off refundable deposit of €30 per swimmer is required upon first enrollment. Enrollment is rolling (on-rolling system) with no term-based commitments. Billing is raised around the 15th of each month, due by the 1st of the following month.
2. Private Swimming Lessons (Block Packages): Pre-paid block packages for private one-to-one lessons with usage windows: 1 session valid 1 month, 5 sessions valid 3 months, 10 sessions valid 6 months. Payment is required in advance before the first session. Results are not guaranteed and depend on individual effort.
3. Intensive Swim Camps (Holiday Programmes): Seasonal intensive swimming camps during Easter, Summer, and Halloween breaks. Offered as group camps (4 or 5 days) and private camps. Full payment is required upon booking to secure a spot. Group camps at CRC: €65 (4 days) or €80 (5 days). Private camps: €135-170 for children, €155-195 for adults.
4. Weekly Private Lessons Camps: Multi-week private lesson packages running 7-14 weeks. Structured as weekly recurring sessions with pre-payment required. Prices vary by number of weeks and student type (adult/child).
5. Inclusive Swim Programmes: Inclusive swim sessions and tailored 1:1 private lessons at CRC Clontarf for children and individuals with disabilities. Revenue generated through ticket sales for open sessions and private lesson bookings.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

iSwim Academy is a direct-to-consumer swimming school that delivers group and private swimming lessons, intensive holiday swim camps, and inclusive swim programmes at three Dublin pool venues. Lessons follow an in-house 6-level progression (Frogs to Dolphins) with continuous assessment and rolling enrolment, booked and managed through the iClassPro Parent Portal.

Product overview

iSwim Academy is a swimming school offering a portfolio of services including group swimming lessons (6-level programme from Frogs to Dolphins with max 6-8 children per class), individual/private lessons (1:1 and block packages), intensive swim camps during school holidays, inclusive swim programmes for children with disabilities, Lane Coaching for advanced swimmers, school programmes, gift vouchers, and pool tickets. The company operates at 3 Dublin venues (Club Vitae Tallaght, Club Vitae Liffey Valley, CRC Clontarf) and teaches over 2900 swimmers weekly using qualified instructors and a structured progression system. Customer management is handled via iClassPro Parent Portal.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Swimming Lessons Weekly small-group swimming lessons following iSwim's proprietary 6-level curriculum (Frogs, Starfish, Penguins, Seals, Marlins, Dolphins), with maximum 6 children per class for the first two levels and maximum 8 for higher levels. Billed via monthly subscription with rolling enrolment. For children (typically from age 4) and adult learners.
• Individual / Private Swimming Lessons One-to-one swim lessons with an experienced instructor. Sold as prepaid block packages of 1, 5, or 10 sessions with usage windows of 1, 3, or 6 months respectively. Available for children and adults, including 2-to-1 and 3-to-1 instructor ratios.
• Intensive Swim Camps Multi-day intensive swimming programmes run during Easter, Summer, and Halloween school breaks, in group (4- or 5-day) and private-camp formats. Group camps are 45 minutes/day; private camps are 30 minutes/day. Designed to fast-track progress for both children and adults, with full payment required at booking.
• Inclusive Swim Programmes Accessible swimming programmes at the CRC Clontarf venue, including parent-and-child open swim sessions, tailored 1:1 private lessons for children with disabilities, inclusive private instruction for adults, and hosted Turtle Tots (ages 3-6) and Water Babies sessions. Uses the Halliwick approach.
• Swimming Programme Levels (Frogs to Dolphins) In-house 6-level structured swimming curriculum with mandatory skill and distance criteria per level: Frogs (5m, 12-36 lessons), Starfish (10m), Penguins (13m), Seals (15-20m), Marlins (25m), and Dolphins (40m). Forms the backbone of all group and private instruction.
• Lane Coaching Advanced continuation programme for swimmers who have completed all six core levels, focusing on perfecting the three learned strokes and introducing butterfly in preparation for competitive swimming clubs.
• School Swimming Programmes Swimming lessons for primary and secondary schools delivered by Swim-Ireland-qualified, Garda-vetted PE teachers, including certificates for participants and free evaluation tests for parents. Supports children with special needs.
• Gift Vouchers Gift certificates for swimming lessons marketed as a life-skill gift for children of any occasion.
• CRC Pool Tickets (Open Swim, Aqua Aerobics, Inclusive Swim) Public-access tickets purchased via the CRC Tickets system for open swim sessions, Aqua Aerobics classes, and Inclusive Swim sessions at the CRC Clontarf pool, separate from structured swimming lessons.

Quantifiable outcome

• Over 2900 swimmers taught weekly across 3 venues
• +4 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

Integration1 record

Feature5 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Canal Way Educate TogetherminorStrategic or Co-development PartneriSwim Academy provides experienced and fully qualified (Swim Ireland Qualifications), Garda-vetted swim teachers for school swimming lessons. They offer certificates for every child who attends and free evaluation tests for parents to view.
• Polish Weekend SchoolminorStrategic or Co-development PartneriSwim Academy provides swimming lessons as part of the school's extracurricular programme. Includes certificates for participants and free evaluation tests.
• Polish Academy of KnowledgeminorStrategic or Co-development PartneriSwim Academy provides swimming lessons as part of the academy's programme. Includes certificates for participants and free evaluation tests.
• Club Vitae (Tallaght & Liffey Valley)coreOthersClub Vitae provides pool facilities (wholesaler arrangement) for iSwim Academy to deliver swimming lessons. iSwim operates at Club Vitae Tallaght (Whitestown Way, Dublin 24, 20m pool, 1.2m depth, 30°C) and Club Vitae Liffey Valley (Clayton Hotel, Fonthill Rd, Dublin 22, 1.4m depth). iSwim's customers do not need to be members of the venue's leisure centre.
• CRC Clontarf (Central Remedial Clinic)coreOthersCRC Clontarf provides fully accessible pool facilities for iSwim Academy to deliver standard swimming lessons, inclusive swim programmes, and 1:1 private lessons for children and adults with disabilities. Pool depth ranges from 1.0m to 2.0m. Hosts Turtle Tots and Water Babies partnerships alongside iSwim programmes.
• iClassPro (iClass Pro Inc)coreTechnology or IntegrationiSwim Academy uses iClassPro class management software (provided by iClass Pro Inc, Texas, USA) for scheduling, customer management, billing, auto-recurring payments (Stripe integration), parent portal, and class notifications. Personal data is transferred outside the EU on the basis of EU Standard Contractual Clauses.
• Turtle TotsminorChannel Partner/ Reseller/ DistributorTurtle Tots runs baby and toddler swimming classes (ages 3-6) at CRC Clontarf. iSwim Academy hosts this partner programme at the CRC venue. Families are redirected to Turtle Tots' own booking system for these specific classes.
• Water BabiesminorChannel Partner/ Reseller/ DistributorWater Babies runs baby swimming classes at CRC Clontarf. iSwim Academy hosts this partner programme at the CRC venue. Families are redirected to Water Babies' own booking system for these specific classes.
• Swim IrelandminorOthersiSwim Academy instructors hold Swim Ireland Qualifications. Swim Ireland is referenced as part of the academy's affiliations and credentials. Featured in the website footer alongside other partner logos (Ireland Active, ALSSAA, Stripe).

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Total Swimming Academies: UK-based multi-venue swimming school chain offering group and private lessons across age groups with subscription-style enrollment. Total Swimming Academies operates at partner/leased venues with similar instructor deployment and pricing models to iSwim.
• Puddle Ducks: UK-based swimming school franchise for babies, toddlers, and children, operating across multiple UK and Ireland venues. Puddle Ducks uses a similar instructor-led, small-group model with structured progression levels — directly comparable to iSwim's value proposition and target customer.
• Water Babies: UK/Ireland-based baby and toddler swimming school franchise. Water Babies actually runs baby swimming classes at the same CRC Clontarf venue where iSwim operates, directly competing for the same parent segment with overlapping age-range offerings and similar instructor-led small-group methodologies.
• Turtle Tots: UK/Ireland-based baby and toddler swimming franchise. Turtle Tots runs classes (ages 3-6) at iSwim's own CRC Clontarf venue, indicating overlapping customer base, similar instructional methodology, and direct competition for the same family segment in Dublin.

Others

• Swim Ireland: Ireland's national governing body for swimming, diving, and water polo. Swim Ireland provides the qualification framework (Swim Ireland Qualifications) referenced by iSwim's instructors and is an ecosystem participant rather than a direct competitor, but shapes the regulatory and certification landscape.

Broad incumbents

• Club Vitae: Ireland-based leisure centre brand that hosts iSwim at its Tallaght and Liffey Valley venues, and also runs its own swimming lesson programmes. As both a venue partner and competing lesson provider, Club Vitae represents an incumbent with overlapping offerings and greater facility control.
• National Aquatic Centre: Ireland's flagship public aquatic facility based in Dublin, offering swimming lessons as part of a much broader aquatic and fitness portfolio. While not focused exclusively on learn-to-swim instruction, NAC serves as a larger incumbent with significantly greater scale and brand recognition in the same local market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/iSwimAcademy
• Instagraminstagram.com/iswimacademy
• LinkedInlinkedin.com/company/iswim-academy---club-vitae

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 iSwim Academy - Club Vitae