Sports Schooling

What Sports Schooling does

Sports Schooling Pte Ltd is a Singapore-headquartered, privately-held swim and multi-sport education company founded in 2016 by Olympic Gold Medallist Joseph Schooling. It operates a three-brand ecosystem: The Swim Lab for learn-to-swim instruction (preschool through adult), X Lab for competitive swim training (junior clinics, masters and athlete prep), and Centre for Movement for holiday sports camps and wellness programming. Service is delivered at four partner-pool venues across Singapore — Hwa Chong Institution (Bukit Timah), Centre for Movement at NTU@one-north (Buona Vista), The Sports Arina @ Jalan Kayu and XCL World Academy (Yishun) — including two Olympic-sized 50m pools.

The underlying product is a service-based curriculum rather than a technology platform: structured 10-week term classes with assessment-driven progression, small instructor-to-student ratios (1:4 for preschoolers, 1:6 for beginners, 1:8 for adults), private and semi-private coaching, and an 80-hour in-house ISA-Sports Schooling Swim Instructor certification codified into a proprietary training methodology. Supporting infrastructure includes a parent-portal mobile app (iOS/Android via First Class Software) for bookings and make-up class management, a referral program ($50 term-fee credits), and an annual flagship event, Atomic Splash.

The business model is direct-to-consumer and predominantly subscription/term-based: weekly term enrollment at SGD 400 (weekday) / SGD 425 (weekend), a SGD 20 trial class, adult 5-session (SGD 225) or 8-session (SGD 400) packages, and holiday camps at SGD 420 per 4-day session. Additional streams include private coaching, an online store for merchandise and programs, the ISA instructor course (B2B), and venue-rental-style event space at Centre for Movement. The company has no disclosed funding rounds, no M&A activity, and serves the Singapore domestic market exclusively through its own digital properties and partner-venue network.

Name

Sports Schooling

Legal name

Sports Schooling Pte Ltd

Website

https://sports-schooling.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Sports Schooling is a Singapore-based multi-brand swim and sports education company founded in 2016 by Olympic Gold Medallist Joseph Schooling, operating Swim Lab (learn-to-swim), X Lab (competitive swim) and Centre for Movement (camps/wellness) across four pool venues island-wide, serving children and adults via term-based classes, private coaching and holiday camps.

Ownership category

akta.pro rank

Product category

Swimming Instruction Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940)

SIC

Services-Educational Services (8200), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industry

Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Learn-to-swim programs
• Competitive swim training
• Swimming instruction services
• Youth sports education
• Holiday sports camps

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Learn-to-Swim Weekly Classes: Term-based subscription model (10-week terms) for weekly swim lessons across preschool, beginner, intermediate, and adult levels. Primary revenue driver.
2. Holiday Sports Camps: Multi-day camp programs (4 days) during school holidays featuring swimming, karate, tennis and other sports. One-time purchase per camp session.
3. Private Coaching: Personalized 1-on-1 or semi-private (max 2 swimmers) coaching sessions. Available short-term (4-6 sessions) or long-term programs for learn-to-swim, intermediate, and competitive swimmers.
4. Online Store: E-commerce platform selling swim programs, camps, training clinics, towels, apparel and merchandise.
5. Adult Learn-to-Swim Packages: Package-based offerings for adult swimmers: 5-session ($225) or 8-session ($400) packages with flexible booking within 3 months.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Sports Schooling operates a multi-brand swim and sports education ecosystem in Singapore comprising The Swim Lab (learn-to-swim classes for children aged 3+ and adults), X Lab (competitive swim training and private coaching), and Centre for Movement (holiday multi-sport camps and women's wellness). The company sells structured weekly classes on 10-week term subscriptions, private and semi-private coaching, holiday camps, adult learn-to-swim packages, an online merchandise store, and an ISA-certified swim instructor course, delivered at four pool locations across Singapore.

Product overview

Sports Schooling is a multi-brand swim and sports education ecosystem comprising three distinct brands: Swim Lab (learn-to-swim programmes for children and adults), X Lab (competitive swim training), and Centre for Movement (holiday camps and wellness programmes). The company also operates an Online Store for merchandise and an ISA-certified Swim Instructor Course. Swim Lab offers structured progression from preschooler (ages 3+) through adult learn-to-swim, with small group classes (1:4 to 1:8 ratios), private coaching, and holiday camps. X Lab provides competitive training for junior swimmers, masters, and athletes preparing for meets. Centre for Movement extends the ecosystem beyond swimming to multi-sport holiday camps. The Parent Portal enables families to manage bookings and access programme information via the First Class App.

Differentiator

Problem solved

Functional benefit

Brands

• The Swim Lab: Building strong foundations in swimming and learning for Learn-to-Swim students (aged 3 and above) across Singapore — with structured, nurturing lessons in a fun and safe environment.
• X Lab
• Centre for Movement

Products and services

• Learn-to-Swim Weekly Classes (Swim Lab) Term-based structured swim lessons (10-week terms) for preschool children aged 3+, beginners, intermediate swimmers, and adults, delivered in small classes with instructor-to-student ratios of 1:4 (preschooler), 1:6 (beginner), and 1:8 (adult). Includes assessment-driven progression and ISA-Sports Schooling Certificates of Proficiency.
• Private and Semi-Private Coaching

Quantifiable outcome

• Intermediate swimmers can swim 100M individual medley under 2 minutes 30 seconds upon program completion
• +2 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Aesthete Aquatics Academy (AAA)coreStrategic or Co-development PartnerSwim Lab and Aesthete Aquatics Academy partnership providing swimmers with combined technical mastery (competitive swimming) and artistic expression (artistic/synchronized swimming) in the same venue. Each discipline strengthens the other - lane swimming builds cardio, breath control and power while artistic swimming builds core strength, alignment and water confidence at angles. Coordinated coaching between programmes and partner-friendly access rates for swimmers signed up with one programme.
• REI Academy (Karate)minorGTM or Marketing PartnerREI Academy provides karate instruction as a sporting elective within Camp Movement holiday sports camps held at Centre for Movement, Buona Vista.
• TAG International Tennis AcademyminorGTM or Marketing PartnerTAG International Tennis Academy provides tennis instruction as a sporting elective within Camp Movement holiday sports camps held at Centre for Movement, Buona Vista.
• PlayeumcoreStrategic or Co-development PartnerPlayeum partners with Sports Schooling for coach training in play-based, child-centered approaches. All Swim Lab coaches receive training from Playeum in addition to the in-house 80-hour ISA-Sports Schooling certification programme.
• Hwa Chong InstitutioncoreOthersHost venue partnership for Swim Lab swim lessons at Bukit Timah location. Hwa Chong Institution provides access to its 50m Olympic-sized pool and dedicated learner pool for Learn-to-Swim and competitive swim programmes.
• XCL World AcademycoreOthersHost venue partnership for Swim Lab swim lessons at Yishun location. XCL World Academy provides access to its 50m Olympic-sized pool and dedicated indoor heated learner pool.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Sunsational Swim School: US-based swim instruction provider offering private and small-group lessons for children and adults at client-provided or partner pools. Comparable private-coaching and small-group format to Sports Schooling's Private Coaching product.
• Goldfish Swim School: Largest US swim school franchise with hundreds of locations teaching children ages 4 months to 12 years using a proprietary curriculum. Highly comparable model to Swim Lab in terms of structured progression and parent-focused marketing, but US-focused geographically.
• SwimJim: US swim school operator offering lessons for all ages from infants through adults, including competitive prep. Multi-location, multi-segment model parallels Swim Lab plus X Lab, though serving a different geography.
• SafeSplash Swim School: US swim school franchise focused on water safety and learn-to-swim for children, with a structured curriculum and partner-pool model. Comparable to Sports Schooling in curriculum rigor and use of third-party venues, though US-only.
• British Swim School: US franchise network offering water safety and learn-to-swim lessons through partner pools, mirroring Sports Schooling's venue-partner model. Comparable business structure with third-party pool access, but serves the US market.
• Big Blue Swim School: US-based swim school franchise offering learn-to-swim lessons with a similar small-group, term-based format and structured curriculum. Comparable business model and customer segment to Swim Lab, but operates entirely in North America rather than Singapore.

Direct peers

• Aquatech Swim School: Singapore-based swim school offering learn-to-swim and competitive training across multiple pool venues. Competes directly with both Swim Lab (learn-to-swim) and X Lab (competitive) segments in the same Singapore market.
• SwimFast Aquatic Centre: Singapore swim school running structured programmes from learn-to-swim through competitive squads, comparable to Sports Schooling's Swim Lab and X Lab combined offering. Direct peer given overlapping curriculum, age segments and Singapore-only geographic focus.
• Happy Fish Swim School: Singapore-based learn-to-swim school offering structured term programmes for children and adults with multiple locations. Direct competitor in the same Singapore market targeting the same preschool and beginner swimming families with comparable small-group lesson formats.
• Little Fishes Swim School: Singapore swim school focused on children and infant learn-to-swim, with comparable small-class formats and term-based progression. Directly competes with Swim Lab for the same parent demographic seeking early water-confidence programmes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Facebookfacebook.com/centreformovement
• Instagraminstagram.com/sports_schooling
• TikToktiktok.com/@sports_schooling
• LinkedInlinkedin.com/company/sports-schooling

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 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 Sports Schooling