Laurie Lawrence Swim School

What Laurie Lawrence Swim School does

Laurie Lawrence Swim School is a family-owned Australian learn-to-swim operator founded in 1966 by Olympic coach Laurie Lawrence, with two purpose-built physical pool locations at Banora Point (NSW) and Burleigh Heads (QLD) on the Gold Coast/Tweed corridor. The school delivers a stage-based curriculum from Infants (4 months) through to Squad and Adult levels, taught by AUSTSWIM-trained instructors using a proprietary no-floatation-device methodology. Adjacent programs include Adapted Aquatics for swimmers with disabilities, Sensory Swim, Nippers, Squad, and the Dancing Dolphins preschool program, broadening the addressable customer base beyond the core learn-to-swim cohort.

The business operates on a weekly direct-debit subscription model, with group lessons priced at $15–$25 per lesson, private lessons at $40, and Lawrence Swim Club memberships up to $166.59/month providing access to a 25m pool plus sauna, gym, and club amenities. Ancillary revenue is generated through school hire, pool hire to surf and dive clubs, birthday parties, and merchandise. The school states it services more than 1,000 swimmers via its two locations, with approximately 10 listed staff across the operation.

Beyond the two physical sites, the company operates the WorldWideSwimSchool online platform, which distributes the founder's teaching methodology and curriculum to the broader swim-school industry, and runs the Kids Alive drowning-prevention program (founded 1998). Swimming Australia Teacher of the Year awards at the Coral Ridge (2022) and Burleigh Heads (2023) locations reflect industry recognition of instructional quality. The business is privately held with no disclosed funding, no AI/ML capabilities, and limited public financial information.

Name

Laurie Lawrence Swim School

Legal name

Laurie Lawrence Swimming Enterprises Pty Ltd

Website

https://laurielawrenceswimschool.com.au

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1–10 employees

Short description

Laurie Lawrence Swim School is a family-owned Australian learn-to-swim operator founded in 1966, running two physical pool locations on the Gold Coast/Tweed corridor delivering stage-based lessons to 1,000+ swimmers from infants to adults.

Ownership category

akta.pro rank

Product category

Swimming Instruction and Aquatic Education Services

NAICS

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

akta.pro industry

PRIMARYEDALAIAF

Aquatics Programs (Pools, Swim Lessons, Lifeguarding)

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

Keywords

• Learn to swim lessons
• Infant swimming classes
• Stroke development squads
• School swimming programs
• Aquatic education services

Headquarters

HQ city

Banora Point

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Weekly Swimming Lessons: Primary revenue stream from weekly swimming lessons paid via direct debit every Monday. Families receive discounts for multiple lessons per week and multiple family members enrolled. Pricing tiers from $25/lesson (1 per family) down to $15/lesson (10+ per family).
2. Specialised Programs: Revenue from specialised programs including Nippers, Stroke Development and Competitive Squads with 'Pay for 3, swim up to 5' and 'Pay for 6, swim up to 8' session packages.
3. Private and Adapted Lessons: Private lessons at $40 for 20 minutes, Adapted Aquatics sessions at $50-$60 for 1:1 and $45-$55 for group sessions.
4. Pool Hire and Events: Revenue from hiring pool space to third-party groups including physiotherapists, exercise physiologists, and breath training practitioners. Birthday parties and events generate additional revenue.
5. Swim Club Memberships: Lawrence Swim Club membership fees ranging from free (Parent/Supporter) to $166.59/month for Competitive Swimmers, covering club fees, region fees, QLD fees, and Swimming Australia fees.
6. Public Swimming: Public swimming pool entry at $7 casual, $65 for 10-pass, or $150 for 25-pass.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Laurie Lawrence Swim School is a family-owned learn-to-swim school operating heated indoor and outdoor pools at two Gold Coast locations (Banora Point and Burleigh Heads). It delivers swimming lessons from 4-month-old infants through adults, including babies & preschool, progressive Learn to Swim levels, stroke development squads, adult learn-to-swim and fitness, school swimming programs, holiday intensives and clinics, nipper, adapted aquatics, and sensory swim, supported by a Lawrence Swim Club competitive pathway.

Product overview

Laurie Lawrence Swim School offers a comprehensive suite of aquatic education services centered around learn-to-swim programs. The core portfolio spans babies and preschool lessons (4 months–4 years), structured Learn to Swim programs with progressive levels (Level 1 through Level 3 Advanced and Transition), and advanced Stroke Development & Squad training (Turtles, Seals, Sharks). Supporting programs include Adult Learn to Swim and Adult Fitness, School Swimming Programs, Holiday Intensives and Swim Clinics, Nipper Program, Adapted Aquatics, and Sensory Swim. The school also operates ancillary services including Public Swimming, Pool Parties, Pool Hire, and the Lawrence Swim Club competitive pathway. All programs follow a building-block teaching methodology emphasizing floating as the foundation, progressive skill acquisition without floatation devices, and a gentle approach without force or intimidation. The school operates from two locations: Banora Point (indoor heated 20m pool) and Burleigh Heads (outdoor heated 25m pool with indoor 10m teaching pool), both featuring ozone water treatment. The offering is a service-based portfolio rather than a software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Babies & Preschool Swimming Swimming lessons for infants and toddlers from 4 months to 4 years old with parental involvement required in the water. Classes cover water safety, submersion, floating, and basic propulsion skills using the school's no-floatation-devices methodology.
• Learn to Swim Program Structured swimming lessons for children from 4 years of age progressing through Levels 1, 2, 3 and Level 3 Advanced. Focuses on breath control, floating, freestyle, backstroke and breaststroke development using the school's maximum practice time and no-floatation-devices approach.
• Stroke Development & Squad Advanced swimming program with Turtles (45-minute), Seals, and Sharks (1.5-hour) levels developing all four competitive strokes (freestyle, backstroke, breaststroke, butterfly), endurance, stamina and preparation for competitive meets.
• Adult Learn to Swim Swimming lessons for adults of all ages and abilities, addressing goals such as overcoming fear of water, learning to swim as an adult, and improving stroke technique.
• School Swimming Programs On-site swimming programs for school groups designed to teach swimming and water safety without force in a positive environment. Offers 30, 45, or 60-minute classes covering four strokes or water safety skills only, delivered by LLSS instructors at school facilities.
• Holiday Intensives and Swim Clinics Holiday swimming programs running during school holidays, including intensive multi-session per week programs for faster skill acquisition and specialised clinics (Dive Clinics, Race Preparation, Water Safety, Infant Swimming Philosophy, Open Water Clinics).
• Nipper Program Swimming program for swimmers aged 8+ who participate in Surf Lifesaving and Nipper clubs, with freestyle-focused sessions for endurance and stamina building and preparation for surf lifesaving competitions.
• Adapted Aquatics Specialised swimming lessons adapted for swimmers with diverse needs including disabilities, providing inclusive aquatic experiences with 1:1 and group session options.
• Sensory Swim Specialised sensory-friendly swimming sessions designed for children with sensory processing requirements, available at the Burleigh Heads location.
• Lawrence Swim Club Competitive and recreational swim club offering memberships through Swim Central, with club nights, competitive swimming pathways and affiliation with Swimming Gold Coast Region, Swimming Queensland and Swimming Australia.
• Public Swimming and Pool Hire Public swimming access during non-program times at both locations, pool hire for third-party providers (physiotherapists, exercise physiologists, breath training, Nipper clubs) and birthday party packages with optional staff-led activities.
• Private Lessons One-on-one private swimming instruction available at $40 per 20-minute session for individuals seeking personalised lesson delivery.

Quantifiable outcome

• Swimmers develop natural, relaxed and efficient stroke to last a lifetime
• +2 more outcomes

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• Kids AliveflagshipStrategic or Co-development Partner · 1 January 1998Laurie Lawrence launched the Kids Alive drowning prevention program in 1998 with daughter Emma. It is a community service initiative offering education, resources and support to Learn to Swim facilities, Early Learning Centres, parents, swim teachers and the wider community.
• AUSTSWIMcoreOthersAll LLSS centres have national accreditation with AUSTSWIM, ensuring compliance with industry standards. Instructors hold AUSTSWIM professional qualifications. AUSTSWIM offers professional development opportunities online and at conferences.
• Swim Coaches & Teachers AustraliacoreOthersAll LLSS staff hold professional qualifications with Swim Coaches & Teachers Australia. The governing body provides professional development and industry standards for swimming instructors.
• Australian Swim Schools AssociationcoreOthersAll LLSS centres have national accreditation with Australian Swim Schools Association. This governing body supports and represents swim schools across Australia with professional development opportunities.
• Swimming Australia / Swim CentralcoreTechnology or IntegrationLawrence Swim Club is registered with Swimming Australia and uses Swim Central national online portal for membership purchases and event registrations. Swimming QLD and Swimming Gold Coast Region affiliations for competitive swimming.
• WorldWideSwimSchoolcoreTechnology or IntegrationLaurie Lawrence created the world's first online learning platform for the aquatics industry. Used by LLSS as an interactive training resource for staff professional development. Also used by governing bodies, owners, managers and swim instructors worldwide.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Others

• Swim Schools Australia (member schools): Industry association representing accredited Australian swim schools, of which LLSS is a member. Relevant as an ecosystem organization that channels families to accredited swim schools and sets industry standards, indirectly competing for the same customer pool.

Direct peers

• Kingswim: National Australian swim school chain providing learn-to-swim and squad programs at multiple indoor heated pool facilities. Directly comparable as a family-oriented swim school serving infants through competitive swimmers with a tiered curriculum.
• Carlile Swimming: One of Australia's largest swim school chains with multiple locations and a structured learn-to-swim curriculum from infants through squads. Directly comparable as a learn-to-swim operator serving families across age groups with a progressive curriculum.
• Atlantis Swim School: Australian swim school offering learn-to-swim, squad and school programs in indoor heated facilities. Comparable as a regional swim instruction provider targeting families and schools in a similar market segment.
• JUMP! Swim Schools: Australian swim school franchise offering learn-to-swim programs for children and adults across multiple sites. Comparable as a multi-location swim instruction brand competing for the same family demographic with a franchised, scalable operating model.

Broad incumbents

• Belgravia Leisure: Large Australian leisure facility operator managing aquatic centres, swim schools and learn-to-swim programs across many sites. Comparable as a scaled incumbent offering overlapping learn-to-swim services as part of a broader facility management portfolio.
• BlueFit: Operator of aquatic and leisure centres in NSW and Queensland running learn-to-swim, squad and public swimming programs. Comparable as a regional incumbent operating multi-purpose aquatic venues that include swim instruction.

Emerging players

• Ian Thorpe Aquatic Centre: Aquatic centre named after Olympic champion Ian Thorpe offering learn-to-swim and squad programs. Comparable through its Olympic-figure brand association and swim instruction offering, though more facility-driven than boutique curriculum-driven.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/laurielawrenceswimschool
• Instagraminstagram.com/laurielawrenceswimschool
• LinkedInlinkedin.com/company/laurie-lawrence-swim-school

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Laurie Lawrence Swim School