Storm Aquatics

What Storm Aquatics does

Storm Aquatics is a USA Swimming-affiliated competitive swim club based in Sun Prairie, Wisconsin, operated by Sun Prairie Swim Inc., a Wisconsin-incorporated non-profit organization. Founded in 2013 and growing from 100 to over 275 swimmers under Head Coach/CEO Michael White (appointed August 2014), the club offers a tiered training-group structure spanning introductory (Thunderstorm, Monsoon, Tropical Storm), developmental (Cyclone, Hurricane, Tsunami, Typhoon), senior (Senior, Performance), and adult (Masters) levels, plus a satellite site in Lodi. Storm competes in USA Swimming-sanctioned meets from local invitationals through Central Zone Championships and has earned USA Swimming's Level 3 Club Recognition and Safe Sport Recognition, along with producing 14 Olympic Trials qualifiers, 2 USA Junior National Team members, and 1 Junior National Champion across its coaching staff's combined tenures.

The club's revenue model is built on recurring seasonal membership dues paid by swimmer families, supplemented by meet hosting fees, modest local sponsorship income (Quamme Insurance, CheckInVet, Dolphin Swim Academy, Noble Choice Chiropractic), and team apparel/equipment sales through a retail partnership with Simply Swimming. A financial aid program and outreach pricing tier support accessibility, and the Storm Saves initiative provides free swim lessons to underserved families as a community goodwill and pipeline-building channel. All member-facing operations — registration, billing, scheduling, communication, and meet sign-ups — are delivered through the SportsEngine Motion (formerly GoMotion/TeamUnify) SaaS platform, which Storm subscribes to rather than develops in-house. The organization is governed by a parent Board of Directors led by President David Zenobi, and is staffed by approximately 5 full-time employees supplemented by a deep bench of part-time lead coaches.

Name

Storm Aquatics

Legal name

Sun Prairie Swim Inc.

Website

https://stormaquatics.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Storm Aquatics is a USA Swimming-affiliated non-profit competitive swim club in Sun Prairie, Wisconsin, serving 275+ youth and adult swimmers through a tiered training-group program delivered by a professional coaching staff and managed via the SportsEngine Motion platform.

Ownership category

akta.pro rank

Product category

Competitive Swim Club Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

Keywords

• Competitive swimming
• Youth swim club
• Swim training
• Masters swimming
• Swim lessons

Headquarters

HQ city

Sun Prairie

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Seasonal Membership Dues: Swimmers pay seasonal membership fees for participation in training groups and practices. The club offers different practice groups (Thunderstorm, Monsoon, Tropical Storm, Cyclone, Hurricane, Typhoon, Senior, Performance, Masters) with varying commitment levels. Sessions include Fall, Summer, and year-round programs. The summer session alone has around 120-130 swimmers registered.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Storm Aquatics is a competitive USA Swimming-affiliated swim club based in Sun Prairie, Wisconsin, offering structured training groups (Thunderstorm, Monsoon, Tropical Storm, Cyclone, Hurricane, Tsunami, Typhoon, Senior, Performance, Masters, and Lodi Site) for swimmers from introductory to elite levels. The club provides year-round and seasonal (Summer, Fall) programming, hosts sanctioned swim meets, runs the Storm Saves community outreach swim lessons, and supports participation in USA Swimming competitions from local to national levels.

Product overview

Storm Aquatics operates as a competitive swim club offering a unified suite of programs for swimmers from beginner to elite levels. The organization's core offerings span age-group training squads (Thunderstorm through Performance), a Masters program for adults, community programming (Storm Saves free swim lessons), and hosted swim meets. All member-facing services — registration, scheduling, billing, communication, and results — are delivered through the SportsEngine Motion (formerly GoMotion/TeamUnify) SaaS platform, which Storm Aquatics does not own but subscribes to as its technology layer.

Differentiator

Problem solved

Functional benefit

Products and services

• Storm Aquatics Training Groups Year-round and seasonal structured training squads (Thunderstorm, Monsoon, Tropical Storm, Cyclone, Hurricane, Tsunami, Typhoon, Senior, Performance) with progression pathways, prerequisites, and competitive objectives for swimmers of all ages and abilities.
• Masters Swimming Program Adult swimming program offering 2-4 practices per week for adult swimmers of all skill levels, including participation in the Grown Up Swim League.
• Storm Saves Program Free introductory swim lessons covering water safety and stroke development for underserved youth and adults, taught by Storm Aquatics coaches and senior swimmers, typically conducted as a 4-day program in August.
• Storm Aquatics Hosted Swim Meets Storm Aquatics hosts multiple swim meets throughout the year including Rising Stars meets for novice swimmers, invitationals, and championship qualifiers, providing officiating and volunteer opportunities for members.
• Lodi Site Training Program Storm Aquatics Lodi training group location operating as a partnership site with head coach Jerica Robinson and assistant coach Stephanie Mayer, providing competitive swim training to swimmers in the Lodi, Wisconsin area.

Quantifiable outcome

• Grown from 100 to over 275 swimmers since 2014
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• Quamme InsuranceminorOthersLocal insurance sponsor of Storm Aquatics. Listed among team sponsors on the official website with logo placement.
• CheckInVetminorOthersVeterinary services sponsor of Storm Aquatics. Listed among team sponsors on the official website with logo placement.
• Dolphin Swim AcademyminorOthersSwim academy sponsor of Storm Aquatics. Listed among team sponsors on the official website with logo placement.
• Noble Choice ChiropracticminorOthersChiropractic services sponsor of Storm Aquatics. Listed among team sponsors on the official website with logo placement.
• SportsEngine (formerly GoMotion/TeamUnify)coreTechnology or IntegrationTechnology platform provider powering Storm Aquatics' team management, website, registration, scheduling, and communication. The team website (gomotionapp.com) runs on SportsEngine Motion platform.
• Wisconsin SwimmingcoreStrategic or Co-development PartnerStorm Aquatics is a member club of Wisconsin Swimming Inc. (LSC - Local Swimming Committee), the state governing body for USA Swimming. The club participates in WI State Championships and other state-level competitions. Head Coach Michael White serves as Age Group Chair and Club Development Chair of Wisconsin Swimming.
• USA SwimmingcoreStrategic or Co-development PartnerNational governing body for competitive swimming in the United States. Storm Aquatics is a USA Swimming member club, participating in sanctioned competitions from local meets to national championships. The club has earned USA Swimming Level 3 Club Recognition and Safe Sport Recognition.
• Central Zone (USA Swimming)coreStrategic or Co-development PartnerStorm Aquatics participates in Central Zone competitions. Head Coach Michael White was elected Coach Representative of the Central Zone of USA Swimming in 2019.
• Sun Prairie Area School DistrictminorStrategic or Co-development PartnerStorm Aquatics uses pool facilities associated with the Sun Prairie Area School District for practices. The club coordinates practice schedules with the school district's swim lessons program.
• Simply SwimmingminorChannel Partner/ Reseller/ DistributorRetail partner through which Storm Aquatics team suits, caps, equipment, team shirts, parkas, jackets, and backpacks are purchased. Available through the Simply Swimming Storm team portal.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Waunakee Wave: Wisconsin-based USA Swimming club formerly led by Greg Lake (who joined Storm in 2023). Operates the same seasonal membership and training-group model for youth competitive swimmers in a nearby Madison-area market.
• Tualatin Hills Swim Club (THSC): Long-standing Oregon-based USA Swimming club with tiered training groups, age-group and senior programming. Lead Coach Rachel Hawley swam for THSC for 11 years, demonstrating shared coaching lineage and program philosophy.
• Madison Aquatic Club: Competitive USA Swimming club serving the Madison metro area, directly overlapping with Storm Aquatics' catchment and competing for the same youth swimmer pipeline.
• HYCAT (Huntington Y Catfish Swim Team): West Virginia USA Swimming club where both Head Coach Michael White and Director Greg Lake previously coached. Comparable youth competitive swim program structure and scale.
• Fort Atkinson Swim Team: Wisconsin-based USA Swimming club previously led by Olivia Krapfl (now a Storm Lead Coach). Comparable tiered training-group model serving youth competitive swimmers in a smaller Wisconsin community.
• Dublin Dolphins: Ohio-based competitive USA Swimming club formerly led by Lead Coach Sally Harmon (2004–2010). Comparable youth age-group program with seasonal structure.
• Elgin YMCA Stingrays: Illinois-based competitive swim program where Greg Lake previously coached. Comparable USA Swimming-affiliated youth competitive program serving a similar mid-size community market.
• Badger Aquatics (Madison): Another top-tier USA Swimming club in the Madison, Wisconsin region that competes with Storm for swimmers, coaching talent, and meet results at the state and Central Zone level.

Broad incumbents

• USA Swimming: National governing body of which Storm Aquatics is a member club. Provides the sanctioning framework, Club Recognition program (Level 3), Safe Sport certification, and meet structure that Storm operates within.

Others

• SportsEngine (Motion): Technology platform provider (formerly GoMotion/TeamUnify) that powers Storm's website, registration, scheduling, and team communication. A critical enabling vendor whose platform powers virtually all USA Swimming club back-office operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/sunprairiestormswimteam
• Facebookfacebook.com/stormaquaticsWI
• Instagraminstagram.com/stormaquaticsWI
• LinkedInlinkedin.com/company/stormaquatics

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 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 Storm Aquatics