JUMP! Swim Schools
JUMP! Swim Schools is an Australian franchise network of 60+ boutique indoor learn-to-swim schools serving families with infants, children and adults, operating under Belgravia Group with a proprietary early-years curriculum and AUSTSWIM-qualified instructors.
- Company typePrivate
- Founded-
- HeadquartersArmstrong Creek, Australia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What JUMP! Swim Schools does
JUMP! Swim Schools is an Australian franchise network of boutique indoor learn-to-swim facilities, headquartered in South Melbourne, Victoria and operating under the Belgravia Group conglomerate. Founded in 2010, the network runs 60+ locations across six Australian states (VIC, NSW, WA, QLD, ACT, SA) and one international site in Albany, New Zealand, employing 196 staff at the parent level. The core technology is a purpose-built boutique facility: warm indoor pools heated to 32 degrees year-round, maximum class sizes of four students with no more than two classes running simultaneously, and a competency-based curriculum dedicated exclusively to early-years learn-to-swim instruction. The product ladder covers four programmes — Swimming Babies (6 months to 4 years with parent in water), Independent Swimmers (Turtle/Octopus levels), Stroke Development (Frog/Marlin levels), Adult lessons, and Private lessons — taught by AUSTSWIM-qualified instructors under a documented 'Prepare, Instruct and Praise' methodology.
JUMP! monetises through a franchise model: individual franchisees pay initial fees and ongoing royalties to the parent company and collect lesson fees directly from families (approximately $22 per weekly lesson at disclosed sites such as Armstrong Creek). End customers are parents of infants, toddlers and children (with more than 50% of students under age 2 as of 2017), plus a smaller adult and private-lesson segment. Customer experience is evidenced by a Net Promoter Score of 74.4 (World Class rating) and approximately 18,000 enrolled children reported in 2017, with 75% of new franchise sites opening at or above break-even. Go-to-market relies on localised franchisee marketing, content marketing via website and social channels (Facebook, Instagram, X, LinkedIn), and industry initiatives such as Learn2Swim Week.
The strategic posture emphasises densification in Australian growth corridors, co-location within Belgravia Group wellness hubs (e.g., JUMP! Lilydale inside a multi-tenant facility with Genesis Health + Fitness and Coaching Zone), and early international expansion into New Zealand. Awards include the 2020 AUSTSWIM Swim School of the Year (JUMP! Pakenham) and the 2017 World Class NPS rating, positioning JUMP! as Australia's leading franchised learn-to-swim brand.
JUMP! Swim Schools firmographics
Firmographics- Name
- JUMP! Swim Schools
- Legal name
- BKs Gym & Swim Pty Ltd
- Website
- https://jumpswimschools.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- JUMP! Swim Schools is an Australian franchise network of 60+ boutique indoor learn-to-swim schools serving families with infants, children and adults, operating under Belgravia Group with a proprietary early-years curriculum and AUSTSWIM-qualified instructors.
- Ownership category
- akta.pro rank
JUMP! Swim Schools industry classification
Industry- Product category
- Children's Swimming Education
- NAICS
- Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)
- akta.pro secondary industries
- Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ), Aquatic Centers & Swimming Facilities (MPAKAEAF)
Keywords
Where JUMP! Swim Schools is headquartered
LocationHeadquarters
- HQ city
- Armstrong Creek
- HQ country
- Australia
- HQ region
- Oceania
Offices54 records
Markets served
JUMP! Swim Schools business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- Franchise Fees and Royalties: The company operates a franchise model where individual franchise owners pay initial franchise fees and ongoing royalties to operate JUMP! Swim School locations. Franchisees receive a proven business template, training, AUSTSWIM certification support, and use of the brand name.
- Swimming Lessons Revenue: Franchisees generate revenue through swimming lesson fees. Individual lesson price approximately $22 per lesson. Franchisees operate individual swim schools collecting fees from enrolled families.
- Multi-Site Franchise Operations: Some franchisees own multiple locations (e.g., Amanda Hicks owns four JUMP! Swim Schools). Multiple site ownership generates increased revenue through economies of scale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Weekly | Standard swimming lessons for children |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels7 records
JUMP! Swim Schools product offering
Product offeringCore offering
JUMP! Swim Schools operates a boutique, franchise-based learn-to-swim network offering indoor small-group swimming lessons for babies (from 6 months), children, and adults, taught by AUSTSWIM-qualified instructors in purpose-built pools heated to 32°C year-round. The company licenses its brand, curriculum, and operating model to franchisees who run individual swim schools delivering a structured, competency-based curriculum across multiple programs (Swimming Babies, Independent Swimmers, Stroke Development, Adult Lessons, Baby Water Play, and Private Lessons). The franchisor earns revenue from franchise fees and royalties while franchisees collect per-lesson fees (approximately A$22 per lesson) from enrolled families.
Product overview
JUMP! Swim Schools operates a boutique learn-to-swim franchise network offering swimming lessons for babies from 3-6 months, children, and adults across 60+ locations in Australia and New Zealand. The core curriculum consists of four main programs: Swimming Babies (parent-child classes for 6 months to 4 years with levels Duckling, Duck, Goldfish, Tadpole), Independent Swimmers (for children swimming without parent, including Turtle, Crab, Octopus levels), Stroke Development (advanced technique work with Frog, Stingray, Marlin levels), and Adult Swimming Lessons. Additional offerings include Baby Water Play Sessions and Private Swimming Lessons. The company operates small indoor heated pools (32 degrees) with maximum 4 children per class, using a competency-based curriculum and AUSTSWIM-qualified instructors with the 'Prepare, Instruct and Praise' teaching philosophy.
Differentiator
Problem solved
Functional benefit
Products and services
- Swimming Babies Program Baby swimming lessons for children aged 6 months to 4 years, bonding with parent or guardian in the water. Classes build water confidence through gentle, playful learning and progress through four sub-levels: Duckling (6-10 months), Duck (10-16 months), Goldfish (16-24 months), and Tadpole (2-4 years). Designed for parents who want to introduce their infants and toddlers to water safety and swimming from a young age.
- Independent Swimmers Program First Teacher and Child level program that introduces children to swimming independently. Instructors guide them through water safety basics, floating, and stroke development in a supportive, structured environment. Sub-levels include Turtle (2-4 years), Crab (4+ years), and Octopus (for children who can doggy paddle). Designed for children ready to swim without a parent in the water.
- Stroke Development Program Advanced stroke development levels focusing on technique, endurance, and perfecting each stroke, building skills and confidence to progress toward lifelong fitness and a genuine love of the water. Sub-levels include Frog (for those who can do overarm freestyle), Stingray (for those who can do freestyle and backstroke), and Marlin (advanced stroke development).
- Baby Water Play Session Water play sessions for babies aged 3-6 months, designed for early water familiarization and parent-baby bonding. Complements JUMP!'s Swimming Babies Program by introducing the youngest infants to the water in a gentle, playful environment.
- Adult Swimming Lessons Swimming program for adults who did not learn to swim as children or want to improve their swimming technique and water confidence. Offered at JUMP! locations across Melbourne, Brisbane, Adelaide, Canberra, Gold Coast, Perth, and Sydney.
- Private Swimming Lessons One-on-one swimming lessons for children and adults who prefer individual attention over group classes. Designed for faster progression, specialized needs, or learners who are not comfortable in group settings.
Quantifiable outcome
- Net Promoter Score of 74.4 (World Class rating)
- +3 more outcomes
Companies that use JUMP! Swim Schools
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
JUMP! Swim Schools technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
JUMP! Swim Schools partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Learn2Swim WeekminorJUMP! Swim Schools participates in Learn2Swim Week, an annual initiative to promote water safety and swimming lessons for children.
- Belgravia GroupcoreBelgravia Group is the parent company of JUMP! Swim Schools. It is a private group of health, leisure, tourism, property, finance and technology companies with more than 200 locations and 7,000 employees Australia-wide. Belgravia Group has over 20 years' experience in franchising and creating active, healthy communities. Their franchise portfolio includes Genesis Health + Fitness, Coaching Zone Group Personal Training, Ninja Parc Indoor Obstacle Course and BK's Gym and Swim. Belgravia Group supports more than 100 franchise locations across the country.
- Genesis Health and FitnessminorGenesis Health and Fitness is part of the Belgravia Group portfolio. JUMP! Lilydale operates alongside a multi-level Genesis Health and Fitness Club, creating cross-promotional opportunities within the wellness hub.
- AUSTSWIMcoreAUSTSWIM is the national industry standard for teaching swimming and water safety in Australia. JUMP! provides AUSTSWIM training for franchise owners and their staff, and the company's curriculum is aligned with AUSTSWIM standards.
- KidspotminorKidspot, a parenting media outlet, featured JUMP! Armstrong Creek's story about a franchisee who started a swim school after being unable to get her children into swimming lessons. This represents earned media and content marketing partnership.
- Starlight Children's FoundationminorJUMP! Villawood swim teachers participated in the Starlight Super Swim Challenge, a charity event raising funds for sick children. Teachers swam 35 kilometers over 30 days to support the foundation.
- Royal Life Saving QueenslandminorRoyal Life Saving Queensland CEO Paul Barry was quoted in The Courier Mail discussing the importance of year-round swimming lessons. JUMP! was featured in this context regarding winter swimming education.
Scale indicators17 records
Recent moves9 records
Expansion highlights5 records
JUMP! Swim Schools competitors and assessment
Company assessmentBroad incumbents
- Genesis Health + Fitness: Sister brand within Belgravia Group operating fitness clubs across Australia, often co-located with JUMP! sites (e.g., Lilydale). Comparable as adjacent wellness brand under the same parent, with overlapping customer demographics and cross-promotion potential.
- Belgravia Leisure: Parent-adjacent leisure operator within Belgravia Group managing aquatic and recreation centres across Australia. Operates in the broader aquatics/leisure category where JUMP! competes, but at scale and with council partnerships rather than boutique franchise model.
Direct peers
- Fins Swim Schools: Australian boutique swim school franchise focused on early-years learn-to-swim with small class sizes and indoor heated pools. Overlaps significantly with JUMP! on customer segment, curriculum structure, and franchise GTM.
- Aquababies: Specialist baby and infant swim school operating across Australia, offering water familiarisation and early-years swimming. Closely comparable to JUMP!'s Swimming Babies program (Duckling/Tadpole levels) on age-segment focus.
- Carlile Swimming: One of Australia's largest swim school chains with multiple heated indoor centres, offering learn-to-swim for babies through adults with structured levels. Competes directly with JUMP! for the same parent demographic across Sydney and NSW.
- Rackley Swimming: Queensland-based boutique swim school operator with multiple centres and structured learn-to-swim programs for children and adults. Comparable to JUMP! on format, age-segment focus, and lesson-based recurring revenue model.
- King's Swim School: Boutique indoor learn-to-swim franchise in Australia with small class sizes and year-round heated pools. Directly comparable to JUMP! on facility format, target market (young children and babies), and curriculum-led positioning.
Emerging players
- British Swim School: US franchise network offering learn-to-swim programs for children and adults in partner facilities (e.g., hotels, YMCAs). Comparable in franchise GTM and curriculum-led positioning to JUMP!, though with a different facility model.
- Swim Jim (US): US-based boutique indoor swim school franchise targeting babies through adults with structured curricula. Comparable business model and customer segment to JUMP!, useful international benchmark for franchise scalability and unit economics in the category.
Regional players
- SLC Aquatic Centre / Learn to Swim Australia operators: Network of AUSTSWIM-aligned swim schools operating under the Learn to Swim banner across Australia. Comparable curriculum framework and target market, but typically owned rather than franchised, and concentrated in different geographies than JUMP!.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
JUMP! Swim Schools social profiles
Digital presenceJUMP! Swim Schools compliance and trust
Trust signalCompliance1 record
JUMP! Swim Schools financial estimates
Financial estimateRevenue estimate
Valuation estimate
JUMP! Swim Schools leadership team
Management profileNumber of profiles
Profiles1 record
JUMP! Swim Schools funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JUMP! Swim Schools M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about JUMP! Swim Schools
What does JUMP! Swim Schools do?
JUMP! Swim Schools operates a boutique, franchise-based learn-to-swim network offering indoor small-group swimming lessons for babies (from 6 months), children, and adults, taught by AUSTSWIM-qualified instructors in purpose-built pools heated to 32°C year-round. The company licenses its brand, curriculum, and operating model to franchisees who run individual swim schools delivering a structured, competency-based curriculum across multiple programs (Swimming Babies, Independent Swimmers, Stroke Development, Adult Lessons, Baby Water Play, and Private Lessons). The franchisor earns revenue from franchise fees and royalties while franchisees collect per-lesson fees (approximately A$22 per lesson) from enrolled families.
Is JUMP! Swim Schools a public or private company?
JUMP! Swim Schools is a private company. It is classified as corporate owned and is currently operating.
When was JUMP! Swim Schools founded?
JUMP! Swim Schools was founded in -1. It employs 101 to 250 people.
Where is JUMP! Swim Schools based?
JUMP! Swim Schools is headquartered in Armstrong Creek, Australia, in the Oceania region.
How does JUMP! Swim Schools make money?
Three revenue lines are on record. Franchise Fees and Royalties are the primary driver. The others are swimming Lessons Revenue and multi-Site Franchise Operations.
Who are JUMP! Swim Schools's main competitors?
Broad incumbents on record are Genesis Health + Fitness and Belgravia Leisure. Direct peers are Fins Swim Schools, Aquababies, Carlile Swimming, Rackley Swimming and King's Swim School. Emerging players are British Swim School and Swim Jim (US). SLC Aquatic Centre / Learn to Swim Australia operators is listed as a regional player.
Does JUMP! Swim Schools have an API?
No public API is recorded for JUMP! Swim Schools.
What industry is JUMP! Swim Schools in?
JUMP! Swim Schools's product category is Children's Swimming Education. Its primary akta.pro industry code is EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding), with a secondary code of EDAOAMAJ, Lifeguard, Water Rescue & Aquatic Safety Training. Its NAICS code is 611620 and its SIC code is 7997.