SWIM TEAM

What SWIM TEAM does

Marina Swim School (also doing business as Marina's Swim School) is a private, multi-location swim education company headquartered in Richmond, British Columbia, operating across Canada and the United States. The company delivers structured swimming instruction through a proprietary curriculum organized by age and skill level, spanning Parent & Toddler programs for infants (from 3 months), the MSS Pre-School track (Beaver through Dolphin levels for under-6s), the MSS Swimmer track (Beginner through MSS5 for ages 6+), Lifesaving Society-affiliated Patrol and Bronze certification programs, a competitive Swim Team, and a Swim Team USA variant. Additional offerings include Adults Swimmer, Adapted Swim (with Canucks Autism Network and Autism Swim partnerships), Mermaid Swim, Family Lessons, Dry Swim, Aquafit, Pre/Post-natal programs, seasonal Swim Camps, Full-Day Camps, and Birthday Party hosting.

The business operates through a hybrid company-operated and franchise-operated model, with eight or more physical pool locations across three regions: seven in British Columbia (Richmond, Bridgeport, Abbotsford, Surrey, Coquitlam, Kerrisdale, and JCC Vancouver), two in Ontario (Mississauga and Burlington), and a Florida footprint delivered through an LA Fitness facility partnership in Boca Raton and Delray Beach. Technology infrastructure centers on a WordPress website and a proprietary online registration/mobile application (aquamaster.app) supported by Square and Bambora payment processing, with PCI-DSS-compliant handling of card data.

Revenue is generated from five primary streams: recurring swim lesson fees across multiple program types, seasonal camps, specialty programs (mermaid, adapted, prenatal), event-based birthday party bookings, and per-transaction processing fees (approximately $10 per online registration). The customer base is entirely consumer-direct, segmented across infants through seniors and across special-needs participants, with Lifesaving Society affiliation providing recognized Canadian water-safety certification credentials as a key differentiation lever.

Name

SWIM TEAM

Legal name

Marina Swim School

Website

https://marinaswimschool.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Marina Swim School is a multi-location Canadian swim school delivering structured swimming instruction from infants to adults across British Columbia, Ontario, and Florida via company-operated and franchise locations, supported by an online registration platform and Lifesaving Society-certified curriculum.

Ownership category

akta.pro rank

Product category

Swim Instruction and Aquatic Education Services

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYEDALAIAF

Aquatics Programs (Pools, Swim Lessons, Lifeguarding)

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

SECONDARYEDAOAMAJ

Lifeguard, Water Rescue & Aquatic Safety Training

Education/Vocational, Technical & Trade Education/Protective Services & Public Safety Training

SECONDARYMPAKAEAF

Aquatic Centers & Swimming Facilities

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

Keywords

• Swim instruction services
• Children's swimming lessons
• Water safety education
• Lifeguard certification training
• Aquatic fitness programs

Headquarters

HQ city

Vancouver, British Columbia

HQ country

Canada

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Swim Lesson Fees: Recurring lesson fees for group and private swim instruction across multiple program types including parent-toddler, preschool, youth, adult, and competitive swimming programs.
2. Seasonal Camps: Full-day camp programs and summer swim lesson sessions offered during school breaks with higher intensity scheduling.
3. Specialty Programs: Premium offerings including mermaid swim programs, adapted swim for children with special needs, and prenatal/postnatal aquatic wellness classes.
4. Birthday Parties: Event-based pool party bookings for children's celebrations at swim school facilities.
5. Processing Fees: $10 processing fee applied to each online registration through the digital platform.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Marina Swim School delivers structured, age-tiered swimming instruction across more than eight physical pool facilities in British Columbia, Ontario (Canada), and Florida (USA). Programs span parent-and-toddler water familiarization, preschool and youth leveled curricula, adult lessons, lifeguard certification (Lifesaving Society Patrol Program, Bronze Star, Bronze Medallion), competitive swim team training, adapted swim for children with disabilities, mermaid swim, aquafit, and pre/postnatal aquatic wellness, supplemented by seasonal camps and birthday party hosting.

Product overview

Marina Swim School is a multi-location swim education company offering a comprehensive, structured curriculum of swimming programs across British Columbia, Ontario (Canada), and Florida (USA). The school operates a core portfolio of programs organized by age group and skill level: a Parent & Toddler program for infants (3 months+) with parental participation; the MSS Pre-School program (Below 6 years) progressing through Beaver, Seal, Goldfish, Gator, and Dolphin levels; the MSS Swimmer program (6+ years) progressing through Beginner, MSS1–MSS5 levels with competitive stroke training; the LSS Patrol Program (Rookie, Ranger, Star Patrol) as a bridge to Bronze certification; and a Swim Team for competitive training. Additional programs include Adults Swimmer (Swim Basics and advanced tracks), Adapted Swim, Family Lessons, Mermaid Swim, Aquafit, Pre/Post-natal, Bronze Star/Medallion, Dry Swim, Swim Camps, Full-Day Camps, and Birthday Parties. All programs are delivered through a mobile app and online booking platform (aquamaster.app), with lessons conducted at company-operated facilities in Canada and LA Fitness pool partnerships in Florida.

Differentiator

Problem solved

Functional benefit

Products and services

• Parent & Toddler Group swim program for infants aged 3 months to 3 years featuring gentle water acclimatization, interactive play and songs, and active parent participation to build early water comfort and bonding.
• MSS Pre-School (Below 6 years old)
• MSS Swimmer (Above 6 years old)
• MSS Swimmer - USA (Above 6 years old)
• LSS Patrol Program
• Swim Team
• Bronze Star/Bronze Medallion
• Dry Swim
• Adults Swimmer
• Family Lesson
• Adapted Swim
• Aquafit Program
• Pre/Post-natal Program
• Mermaid Swim
• Swim Camp Programs
• Full-Day Camp
• Birthday Party

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Lifesaving SocietycoreStrategic or Co-development PartnerOfficial affiliation with the Lifesaving Society enabling delivery of certified Canadian swim programs including Patrol Program (Rookie, Ranger, Star), Bronze Star, and Bronze Medallion certifications. The partnership provides standardized curriculum, recognized credentials, and lifeguard pathway training.
• LA FitnesscoreChannel Partner/ Reseller/ DistributorPartnership with LA Fitness providing pool facilities for swim instruction classes in Florida locations. Classes are held at LA Fitness facilities in Boca Raton and Delray Beach areas, utilizing their standard pools for professional swim lessons.
• Canucks Autism NetworkminorStrategic or Co-development PartnerCommunity partnership providing adapted swim programs for children with autism. Marina Swim School offers inclusive swimming instruction designed for children with disabilities in a supportive environment.
• Autism SwimminorStrategic or Co-development PartnerPartnership with Autism Swim organization to provide specialized aquatic programs for individuals with autism spectrum needs, offering sensory-friendly swim instruction and water safety education.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SafeSplash Swim School: Franchise swim school brand owned by Streamline Brands, offering lessons for all ages with a tiered curriculum. Direct competitor in franchise-based swim instruction with similar target segments and instructor-driven delivery.
• British Swim School: US/Canada-based franchise swim school offering lessons for all ages through partner pools (similar asset-light model). Directly comparable in curriculum-based swim instruction, franchise expansion, and multi-region delivery to Marina Swim School.
• Sunsational Swim School: US-based swim instruction provider offering in-home and community pool lessons. Comparable in delivering structured swim curriculum to children and adults via instructor-led model, though with a more decentralized delivery approach.
• Aqua-Tots Swim Schools: Franchise swim school operating across the US and internationally with a structured 8-level curriculum for children. Comparable model with year-round instruction, multi-location footprint, and similar age-segment targeting.
• Big Blue Swim School: US-based swim school franchise with warm-water pools and a structured curriculum for children. Comparable in operating model, facility specs (warm water), and target demographic of young families.
• Goldfish Swim School: Large US franchise swim school with a proprietary curriculum progression (similar Minnow to Goldfish levels) and warm-water pool facilities. Direct competitor in the franchise swim school category targeting children and families.
• Hubbard Swim School: Multi-location swim school in Canada offering lessons for all ages with structured levels. Direct comparable as a Canadian swim school with similar curriculum approach and family demographic.
• Emler Swim School: Established US franchise swim school with proprietary curriculum and warm-water pools. Comparable in long-standing brand presence, structured progression, and family-focused swim instruction.

Regional players

• City of Vancouver / Municipal Aquatics Programs: Municipal recreation providers offering low-cost swim lessons at community pools in the same BC geography as Marina Swim School. Compete on price in the same regional market with publicly subsidized facilities.

Broad incumbents

• YMCA: Broad community-services incumbent offering swim lessons among many other programs across Canada. Overlaps as a competitor in the swim instruction space but as part of a much wider portfolio rather than a focused swim school.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/swim-team

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 SWIM TEAM