Salem Gymnastics & Swim

What Salem Gymnastics & Swim does

Salem Gymnastics & Swim is a privately held, family-owned youth activity center headquartered in Winston-Salem, North Carolina, operating continuously since 1980 from its 4870 Country Club Road facility. The company delivers in-person gymnastics, swimming, and ninja instruction to children from 3 months through adulthood in the Winston-Salem/Triad region, supplemented by seasonal camps, birthday parties, and parenting seminars. Its core technology footprint consists of two purpose-built warm-water pools (25'x15' for infants, 25'x50' for multi-class use) with state-of-the-art filtration and sanitation, plus 7,000+ square feet of competitive gymnastics space added in 2025.

The business operates a direct-to-consumer, subscription-based model with multiple recurring revenue streams: monthly gymnastics tuition (preschool, beginner through advanced, and tumbling), monthly swim tuition across a 12+ level progressive curriculum from Water Babies through competitive training, monthly ninja classes, and one-time fees for camps, birthday parties, and a 4-week parenting class. Pricing is unit-based, no-contract, with a 100% money-back guarantee and free trial. Customers enroll through the company website (salemgym.com), a branded iOS/Android mobile app integrated with Jackrabbit Class, phone, or in-person visits. The company holds USA Gymnastics and US Swim Schools Association memberships, BBB accreditation, Swim Whisperers adaptive instructor certification, and North Carolina ESA+ scholarship provider status.

The business is led by Co-Owner & President Beth Morphis (former scholarship collegiate gymnast and USAIGC contributor) and Co-Owner & VP Susan Loper (former early childhood educator), following the 2025 passing of founder Frank Minter. Salem Swim is a founding member of the Hope Floats Foundation national scholarship network and has produced national champion gymnasts and scholarship collegiate athletes. The company operates exclusively from its single Winston-Salem facility with 19 employees and does not publicly disclose revenue.

Name

Salem Gymnastics & Swim

Legal name

Salem Gymnastics & Swim

Website

https://salemgym.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Salem Gymnastics & Swim is a family-owned youth activity center in Winston-Salem, NC, founded in 1980, offering gymnastics, swim, and ninja classes plus camps and parties to children ages 3 months through adult in the Triad region from a single facility.

Ownership category

akta.pro rank

Product category

Youth Gymnastics and Swim Instruction

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYEDALAIAF

Aquatics Programs (Pools, Swim Lessons, Lifeguarding)

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

Keywords

• Youth gymnastics classes
• Swim school instruction
• Competitive gymnastics teams
• Adaptive swim lessons
• Ninja training programs

Headquarters

HQ city

Winston-Salem, North Carolina

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gymnastics Classes: Recurring monthly tuition for gymnastics classes including preschool, recreational, tumbling, and competitive team programs. Classes are offered on ongoing basis with monthly billing.
2. Swim Lessons: Year-round swim lessons in group (30-minute) and private (20-minute) formats billed monthly. Progressive curriculum from Water Babies (3 months) through advanced competitive training.
3. Summer and Seasonal Camps: Totally Kids Camps offering gymnastics, swim, and ninja programs. Priced at $277/week for ages 3.5-5 and $421/week for ages 6-11. Additional fees for early drop-off and late pickup.
4. Birthday Parties: Salem Celebrations party packages. Standard package: $450 (members) / $500 (non-members). Deluxe package: $600 (members) / $650 (non-members). Includes gym play, party room, and optional themed add-ons.
5. Parenting Classes: Online parenting seminar with Conscious Discipline curriculum. Priced at $75 per family for 4-week course.
6. Ninja Classes: Co-ed ninja classes for boys and girls ages 5+. Monthly tuition with 55-minute classes.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Salem Gymnastics & Swim is a multi-program youth activity center offering year-round gymnastics, swimming, and ninja instruction for ages 3 months through adult. The company operates a progressive gymnastics program (parent-tot through competitive USA Gymnastics teams), a progressive swim curriculum across 16+ levels in two warm water pools, adaptive swim lessons for special-needs swimmers, and ninja obstacle classes, plus seasonal camps and birthday party events. Customers enroll through the website, mobile app, or in-person visits at the Winston-Salem facility.

Product overview

Salem Gymnastics & Swim is a multi-program youth activity center offering gymnastics, swimming, and ninja instruction. The company operates a unified program portfolio consisting of: Gymnastics programs (Parent-Tot, Tumbleweeds preschool, Beginner/Intermediate/Advanced Girls, Co-ed Tumbling, and Competitive Teams); Salem Swim with progressive swim curriculum across 12+ levels from Water Babies (3 months) through Adult, plus Adaptive Swim, Private Lessons, and Swim Training Team; Ninja Classes for ages 5+; and Camps & Events including Totally Kids Camps, School's Out Fun Days, Speed Weeks, Birthday Parties, Showcases, and the Parenting Class seminar. The facility expanded in 2025 adding 7,000+ sq ft and a new Ninja program. Programs serve ages 3 months through adult with both recreational and competitive tracks.

Differentiator

Problem solved

Functional benefit

Products and services

• Parent-Tot Gymnastics Toddler gymnastics classes for ages walking to 3 years where parents accompany children. 40-minute sessions focus on motor development, social skills, and early fitness through activities like rolling, swinging, and trampoline play.
• Tumbleweeds Gymnastics Preschool gymnastics classes for boys and girls ages 3-5. 50-minute sessions develop motor skills, coordination, and social abilities through structured play, obstacle courses, and gymnastics fundamentals.
• Beginner Girls Gymnastics Introductory girls gymnastics classes for ages 5+, teaching foundational skills on Olympic apparatus (vault, bars, beam, floor) and Tumbl Trak. Prepares students for advancement to recreational teams.
• Intermediate Girls Gymnastics Invitation-only girls gymnastics classes for ages 5+ who have mastered basics. Classes train all four Olympic events with emphasis on progression toward competitive or higher-level recreational teams.
• Advanced Girls Gymnastics Invitation-only advanced girls gymnastics for ages 5+ with solid foundation. Focuses on elite skill development across Olympic events with competitive experience opportunities.
• Co-ed Tumbling Co-ed tumbling classes for ages 5+ covering handsprings, flips, cartwheels, handstands, and advanced twisting (single, double, triple twists, double backs). Levels include Basic, Intermediate, and Advanced.
• Competitive Gymnastics Teams USA Gymnastics and AAU competitive girls teams competing at local, state, national and international levels. Salem's teams have won multiple national championships with athletes earning college scholarships.
• Parent-Tot Swim (Water Babies) Non-submersion swim classes for infants ages 3-6 months with parent. Focuses on water safety skills, balance development, and building foundation for future swimming abilities. Program also includes Baby & Me Levels 1-3 (ages 6 months-3 years).
• Preschool Swim (Guppies Levels 1-4) Preschool swim classes for ages 3-4 across four progressive levels (Guppies 1-4) teaching independent water comfort without floaties, breath control, submersion, rollover breathing, freestyle with side breathing, backstroke, breaststroke, and dolphin kicks.

Quantifiable outcome

• Drowning risk reduction of 88% for children who participate in formal swimming lessons
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Hope Floats FoundationcoreStrategic or Co-development Partner · 1 January 2016Salem Swim is a founding member of the Hope Floats Foundation, a 501c3 national nonprofit that provides scholarships for swimming lessons to disadvantaged children. Salem conducts fundraisers with all money raised going to the 'Salem Swim Bucket' designated for local community scholarships. Hope Floats currently partners with 139 swim schools in 25 states.
• USA GymnasticscoreStrategic or Co-development PartnerMember club of USA Gymnastics, agreeing to abide by rules and standards. Membership is required to host gymnastics competitions. Salem has athletes competing at National Level.
• US Swim Schools AssociationcoreStrategic or Co-development PartnerMember of US Swim Schools Association, using curriculum approved by the association's established guidelines.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Tumbles: Children's fitness franchise combining gymnastics, ninja-style obstacle programming, and parent-child classes with structured progressive curriculum. Directly comparable to Salem's combined gymnastics-plus-ninja vertical and parent-tot format.
• British Swim School: National franchise providing swim instruction for all ages using a proprietary curriculum with monthly recurring tuition. Comparable to Salem Swim on subscription pricing, progressive level structure, and franchise-based growth model.
• Emler Swim School: Family-owned multi-location swim school offering year-round instruction for infants through adults with progressive levels. Directly comparable to Salem Swim in founding-era family business model, warm-water facility design, and curriculum structure.
• Goldfish Swim School: Multi-location franchise operating year-round swim schools for children with proprietary curriculum and warm-water pools. Directly comparable to Salem Swim's core swim instruction business model, scaling strategy, and target customer base.
• My Gym Children's Fitness Center: National franchise providing structured fitness, gymnastics, and movement classes for children from infancy through early teens. Directly comparable to Salem Gymnastics' preschool and beginner program structure, age-segmented curriculum, and recurring-enrollment model.
• Big Blue Swim School: Multi-unit operator of year-round indoor swim schools offering small-group and private lessons for children. Directly comparable to Salem Swim in warm-water facility design, monthly recurring tuition, and progressive curriculum.
• Aqua-Tots Swim Schools: National swim school franchise serving infants through adults with progressive curriculum and recurring monthly tuition. Directly comparable to Salem Swim in target customer, pricing model, and instruction format.
• SafeSplash Swim School: Franchise brand offering year-round swim lessons with proprietary curriculum and small class sizes. Directly comparable to Salem Swim's progressive swim curriculum and monthly subscription model.
• The Little Gym: Franchise offering gymnastics, motor-skill, and movement classes for children ages 4 months through 12 years in a structured recreation-center format. Directly comparable to Salem's gymnastics programming in target age range, structured curriculum, and parent-bundled classes.

Broad incumbents

• YMCA of Northwest North Carolina: Regional YMCA operating aquatics, gymnastics, and youth programming at multiple facilities with membership-based access. Comparable to Salem on swim instruction, gymnastics, and youth programs but operates broader recreation services and serves as the dominant incumbent community recreation provider in the Triad region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/salemgym
• Instagraminstagram.com/salemgym
• LinkedInlinkedin.com/company/salem-gymnastics-swim

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Salem Gymnastics & Swim