Swim Lessons with Mary

What Swim Lessons with Mary does

Swim Lessons with Mary (SLWM) is a privately held, founder-owned private swim school headquartered in Greenville, South Carolina, formally incorporated in 2019 by Mary, a Clemson University graduate and competitive swimmer. The company provides personalized 1-on-1 swim instruction for all ages and skill levels — from infants 6–18 months through adults — across the Upstate South Carolina and Charlotte, North Carolina markets. Its differentiated offerings include the Safety to Stroke™ curriculum, adaptive swim lessons using the Swim Angelfish Swim Whisperers® method (where SLWM claims regional exclusivity in the Upstate), baby intro-to-water classes, and competitive stroke and technique clinics.

SLWM operates three year-round indoor partner-pool locations — The Kroc Center in Greenville, Doctor for Life in Mauldin, and Trinity Health and Fitness in Spartanburg — supplemented by a summer-only outdoor site at Pebble Creek Swim Club in Taylors and a mobile travel program that sends instructors to customers' backyard and neighborhood pools across roughly a dozen Upstate SC communities plus Charlotte, NC. Operations run on the WellnessLiving booking platform; there is no proprietary technology stack. The team consists of approximately 10 stated employees plus 20+ named instructors, with two Head Instructors and an Aquatics Coordinator supporting the founder.

The business model combines per-lesson and per-package unit pricing ($45–$55 per 30-minute private session) with a perpetual-enrollment recurring weekly subscription product, a $1,000 pool-partner referral program, a $200 instructor referral program, lifeguard certification courses via an American Red Cross training provider license, and a scholarship fund operated in partnership with the Hope Floats Foundation. Marketing is digital-led (Instagram, monthly 'Poolside Post' newsletter, educational blog) and community-driven, supplemented by Kidding Around Greenville Kaboom Award recognition and a Step Into Swim grant.

Name

Swim Lessons with Mary

Legal name

Swim Lessons with Mary

Website

https://swimlessonswithmary.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Swim Lessons with Mary is a privately held, founder-owned private swim school in Greenville, SC offering 1-on-1 swim instruction for all ages across three year-round indoor partner-pool locations in Upstate South Carolina and a summer mobile travel program serving Charlotte, NC and surrounding communities.

Ownership category

akta.pro rank

Product category

Private Swim Instruction

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

Keywords

• Private swim lessons
• Adaptive swim instruction
• Infant water acclimation
• Stroke technique clinics
• Lifeguard certification training

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Swim Lessons (Per-Lesson): Customers purchase lesson packages (4 or 8 sessions) or individual same-day lessons, paying per 30-minute private 1-on-1 session. Recurring weekly lessons are billed monthly on a perpetual enrollment model. Summer travel lessons are sold as 9-lesson bundles at host or participant rates.
2. Lifeguard Certification Courses: SLWM is a licensed American Red Cross training provider offering lifeguard certification courses. The course fee is covered for individuals who join SLWM as swim instructors.
3. Stroke & Technique Clinics: Specialized multi-session clinics focused on competitive stroke refinement (freestyle, backstroke, butterfly, breaststroke) and flip turns, offered seasonally at $135 per swimmer for 4 sessions.
4. Referral Program: Pool partner referrals earn $1,000 plus one year of swim lessons. Instructor referrals earn $200 after the referred instructor completes 6 months. These are one-time referral reward payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Swim Lessons with Mary (SLWM) delivers private 1-on-1 swim instruction for all ages (6-month-old infants through adults) and skill levels, anchored by its proprietary Safety to Stroke™ curriculum that prioritizes water safety and self-rescue before stroke technique. The company operates year-round at three indoor partner pool facilities in Greenville, Mauldin, and Spartanburg, SC, plus a mobile summer travel program that brings instructors to customers' backyard and neighborhood pools across Upstate SC and Charlotte, NC. Specialized offerings include Swim Whisperers® adaptive lessons for special-needs swimmers, baby intro-to-water classes, stroke & technique clinics, and American Red Cross lifeguard certification courses.

Product overview

Swim Lessons with Mary operates as a private swim school offering personalized 1-on-1 swim instruction across Upstate South Carolina and Charlotte, North Carolina. The company provides two core lesson formats: Flexible Lesson Packages (on-demand booking via WellnessLiving) and Recurring Lesson Packages (perpetual weekly enrollment with consistent scheduling). Seasonal mobile Travel Swim Lessons bring instructors to backyard and neighborhood pools. Specialized offerings include Adaptive Lessons using Swim Angelfish Swim Whisperers methodology for swimmers with special needs, Baby Intro to Water Classes for infants 6-18 months, and Stroke & Technique Clinics for competitive preparation. Additional services include American Red Cross Lifeguard Certification training, a Referral Program for pool partners and instructors, and scholarship funding through Hope Floats Foundation. Lessons are conducted at three indoor year-round locations (Greenville/Kroc Center, Mauldin/Doctor for Life, Spartanburg/Trinity Health and Fitness), an outdoor Pebble Creek Swim Club location in Taylors, and various summer travel locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Flexible Lesson Package On-demand 30-minute private 1-on-1 swim lessons booked as needed through the WellnessLiving portal. Sold in 4-lesson packs, 8-lesson packs, or as same-day individual lessons. Available year-round at indoor partner pools across Greenville, Mauldin, and Spartanburg, SC, with location-based pricing.
• Recurring Lesson Package Weekly 30-minute private 1-on-1 lessons at a fixed day, time, and instructor, billed monthly on a perpetual enrollment model. Designed for swimmers seeking consistent, goal-oriented progress. Requires a minimum 8-lesson commitment and is offered year-round at indoor partner pools.
• Travel Swim Lessons (Mobile) Summer-only mobile program where SLWM instructors travel to customers' backyard or neighborhood pools for 1-on-1 private lessons. Sold as 9-lesson bundles over an 11-week window (May–August). Group-based booking (3–6 swimmers) at host pools, with host families receiving a discounted rate. Served areas span Upstate SC and Charlotte, NC.
• Adaptive Swim Lessons Specialized 1-on-1 private swim instruction for individuals with autism, Down syndrome, ADHD, and other developmental, sensory, or physical differences, using the Swim Angelfish Swim Whisperers® certified methodology. Delivered by Swim Whisperers®-certified instructors — a credential SLWM holds exclusively in the Upstate region.
• Baby Intro to Water Class Parent-and-baby water acclimation class for infants 6 to 18 months old, focused on building comfort in the water and proper body positioning as preparation for future private 1-on-1 swim lessons.
• Stroke & Technique Clinics Seasonal multi-session clinics (4 sessions × 45 minutes) focused on competitive stroke refinement across all four strokes plus flip turns, priced at $135 per swimmer. Designed for swimmers able to complete at least one length of the pool in freestyle and backstroke.
• Lifeguard Certification Classes Official American Red Cross Lifeguarding certification course covering drowning prevention, surveillance, and professional lifeguarding skills. Successful completion awards 2-year certifications in Lifeguarding, First Aid, and CPR/AED for Lifeguards. SLWM covers course tuition for individuals who join the company as swim instructors.
• Hope Floats Swim Scholarships Need-based scholarship program providing SLWM swim lessons to low-income families in the Upstate SC and Charlotte NC areas. Funded through SLWM's Swim for Hope fundraisers and a Step Into Swim grant, with scholarships administered in partnership with Hope Floats Foundation.

Quantifiable outcome

• Formal swim lessons can reduce the risk of drowning by up to 88% for children ages 1–4 (per Stop Drowning Now statistics cited on the company's blog).

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Hope Floats FoundationcoreStrategic or Co-development PartnerSLWM partners with Hope Floats Foundation, an organization connecting low-income families with high-quality swim lessons. SLWM hosts fundraisers throughout the year (e.g., Swim for Hope holiday tree fundraiser) with donations directed to a SLWM-specific scholarship pool at Hope Floats. Families apply through Hope Floats and receive scholarships for SLWM lessons. In 2024, over $1,600 was raised through a single Swim for Hope campaign.
• The Kroc Center (Greenville)coreStrategic or Co-development PartnerSLWM moved its Greenville indoor lessons to The Kroc Center (424 Westfield St, Greenville, SC 29601) as its primary year-round indoor location. The Kroc Center pool hosts recurring and flexible lessons, and also partnered with SLWM on a joint Dive-In Movie Night fundraiser supporting swim scholarships. The pool temporarily closed August 11–25 for renovations, during which lessons relocated to Hollingsworth Pool.
• Doctor for Life (Mauldin)coreStrategic or Co-development PartnerDoctor for Life (309 Tanner Rd, Greenville, SC 29607) is SLWM's third year-round indoor location, opened in 2024. The warm, quiet therapy pool is ideal for beginners, nervous swimmers, and adaptive lessons. Hours: Mon, Tue, Thu 3:30pm–7:00pm. Instructors Miss Lauren and Miss Sienna are assigned to this location.
• Trinity Health and Fitness (Spartanburg)coreStrategic or Co-development PartnerTrinity Health and Fitness (1650 Skylyn Dr #100, Spartanburg, SC 29307) hosts SLWM's year-round Spartanburg indoor lessons. Hours: Mon–Fri 1:00pm–6:30pm. This is the primary Spartanburg location for both recurring and flexible lesson formats.
• Pebble Creek Swim Club (Taylors, SC)minorStrategic or Co-development PartnerPebble Creek Swim Club (103 Pebble Creek Dr, Taylors, SC 29687) serves as an outdoor summer pool option for SLWM travel lessons, providing access for families without a home or neighborhood pool. No membership is required — SLWM covers the facility cost. Available start times: 12:30 PM and 4:00 PM.
• Hollingsworth Pool (Greenville)minorStrategic or Co-development PartnerHollingsworth Pool (204 Verdae Crest Dr, Greenville, SC 29607) served as a temporary relocation site for all Greenville lessons while The Kroc Center was closed for pool heater repairs and renovations from August 11–25 (extended through September 5 per an additional update).
• American Red CrosscoreTechnology or IntegrationSLWM is a licensed American Red Cross training provider offering official lifeguard certification courses. Upon completion, participants receive a 2-year American Red Cross lifeguarding and first aid certification plus a 2-year CPR/AED for lifeguards certification. Course cost is covered for individuals who join SLWM as instructors.
• US Swim School Association (USSSA)minorStrategic or Co-development PartnerSLWM is a member of USSSA. The leadership team attended the US Swim School Conference at The Broadmoor in Colorado Springs, participating in keynote sessions, roundtables, workshops, and networking with other swim school leaders to elevate SLWM's programs and service quality.
• WellnessLivingcoreTechnology or IntegrationSLWM uses the WellnessLiving booking and scheduling platform for all lesson registrations, account management, and online payments. Customers create accounts, purchase lesson packages, and book/reschedule lessons through the WellnessLiving portal.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Goldfish Swim School: National franchise offering private and group swim lessons for children 4 months to 12 years in dedicated indoor facilities. Operates a much larger footprint but shares SLWM's core focus on year-round indoor private/group instruction with a similar warm-water, safety-first curriculum approach.
• British Swim School: Franchise network offering survival and stroke lessons in partner facilities (hotels, YMCAs, schools). Directly comparable to SLWM's partner-pool model and curriculum-driven positioning, though with broader geographic reach.
• Big Blue Swim School: Multi-location private swim school franchise with year-round indoor lessons and structured curriculum progression. Comparable to SLWM in instructional approach and target customer segments but with significantly broader geographic footprint.
• SafeSplash Swim School: National swim lesson provider offering group and private lessons across many U.S. markets through partner facilities. Directly comparable business model to SLWM but with franchise scale and broader geographic reach.
• Aqua-Tots Swim Schools: International swim school franchise with year-round indoor instruction for ages 4 months to 12. Shares SLWM's curriculum-driven, results-based approach but operates its own dedicated facilities rather than the partner-pool model.

Others

• Swim Angelfish: Provider of the Swim Whisperers® adaptive swim certification that SLWM instructors hold. Comparable as the upstream enabler of SLWM's adaptive swim capability and as an adjacent provider of adaptive aquatics services.
• Hope Floats Foundation: Nonprofit connecting low-income families with high-quality swim lessons through partner swim schools including SLWM. Functions as both a referral partner and a comparable mission-aligned organization supporting equitable water safety access.

Direct peers

• Sunsational Swim School: National mobile/private swim lesson provider sending instructors to customers' home pools. Closest direct peer to SLWM's travel/mobile 1-on-1 model, with comparable pricing tiers and on-demand booking via online portal.
• SwimJim: Regional private swim school operating multiple indoor locations in the NYC/Tri-State area with year-round and summer programs. Comparable business model (private 1-on-1 instruction, indoor partner pools, summer travel) though operating at larger scale.
• Little Fishes Swim School: Independent private swim school offering 1-on-1 lessons in partner indoor pools for infants through adults. Comparable in scale, philosophy, and use of partner facilities versus dedicated owned locations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/swimlessonswithmary
• LinkedInlinkedin.com/company/swim-lessons-with-mary

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Swim Lessons with Mary