Swim Stars Swim School

What Swim Stars Swim School does

Swim Stars Swim School operates from Hoppers Crossing, Victoria as part of a broader Australian swim school network (BlueFit Swimming per available source material). The school delivers structured learn-to-swim programs across all age groups—from infants aged 4 months through to adults—using a tiered curriculum: Waterplay/Aquatot/Squid for infants (4 months–3 years); Clownfish/Starfish/Penguin for preschool (3+); Jellyfish through Croc for school-aged, covering all four strokes; plus Adolescent, Adult, and Squads (Mini Squad through Gold) tracks. A private Dragonfly assisted-learning track serves students with additional support requirements. The technology stack centers on a swim-lesson management platform comprising an iOS/Android mobile app and a web-based parent portal (My Portal) that handle bookings, absence marking, make-up lesson scheduling, skill-evaluation tracking, and direct-debit payment processing. No APIs, SDKs, or AI/ML capabilities are exposed—the platform is operational rather than intelligence-driven.

The business operates a subscription/recurring revenue model with fortnightly direct-debit billing at ~$21.50–$24.00 per lesson depending on location, and tiered multi-child/multi-lesson discounts (10–50% across additional children/classes). Distribution is direct-to-consumer through physical swim school locations across Australian states (NSW, VIC, QLD, SA, WA), with online enrolment, government voucher integration across five state programs (NSW Active Kids $50, QLD SwimStart $150, SA Sports Vouchers 2x$100, VIC Get Active $200, WA Kids Sport $300), and ancillary revenue from Holiday Swim Intensives, a Schools Swimming Program (B2B), an online merchandise shop, and Free Splashtime infant introduction classes. The school runs perpetual enrolment year-round with a brief Christmas/New Year break.

Firmographic data lists 25 employees at the Hoppers Crossing address; the broader network footprint (50 locations, 50,000 weekly swimmers, 15-year operating history) referenced in source material suggests a parent/affiliate or brand-license relationship rather than a standalone operator at that scale.

Name

Swim Stars Swim School

Legal name

BlueFit Swimming

Website

https://swimstars.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Swim Stars Swim School is an Australian learn-to-swim operator based in Hoppers Crossing, Victoria, delivering structured, age-tiered swimming programs for infants through adults via a subscription-based fortnightly debit model and a mobile app/parent portal platform.

Ownership category

akta.pro rank

Product category

Swimming Instruction

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Swimming lessons
• Learn to swim
• Swim school
• Aquatic education
• Swim instruction

Headquarters

HQ city

Hoppers Crossing

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Swimming Lesson Fees: Fortnightly direct debit payments for ongoing swimming lessons. Customers pay per lesson or per fortnight with perpetual enrolment. Lesson prices vary by location, typically ranging from $21.50 to $24.00 per lesson.
2. Multi-Child/Multi-Lesson Discounts: Discounted rates for families enrolling multiple children or multiple lessons, encouraging higher enrolment per household.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

BlueFit Swimming operates a national network of 50+ swim school locations across Australia delivering structured learn-to-swim lessons for all ages, from infants (4 months) through to adults and competitive squads. Lessons are sold as recurring fortnightly subscriptions via direct debit with perpetual enrolment, managed online through the company's website, parent portal, and mobile app.

Product overview

BlueFit Swimming is a multi-location swim school operating 50+ centers across Australia (NSW, VIC, QLD, SA, WA) offering a comprehensive learn-to-swim program for all ages from infants (4 months) through adults. The core offering consists of structured progression-based programs: Infants Program (Waterplay, Aquatot, Squid), Preschool Program (Clownfish, Starfish, Penguin), School Aged Program (Jellyfish through Croc covering all four strokes), Adolescents Program (Beginner to Advanced), Adults Program (Beginner to Advanced), and Squads Program (Mini Squad through Gold for competitive training). Additional offerings include Dragonfly (private assisted learning for students with support needs), Holiday Swim Intensives, Free Splashtime for babies, Schools Swimming Program, a mobile app for lesson management, and an online parent portal (My Portal). The company operates on a perpetual lesson model with continuous enrollment throughout the year.

Differentiator

Problem solved

Functional benefit

Brands

• Splashtime: Free Splash Time infant classes for babies up to 4 months old
• Dragonfly

Products and services

• Infants Program Swimming lessons for babies and toddlers aged 4 months to 3 years, focusing on water confidence and safety skills through parent-participated classes. Includes Waterplay (4-12 months), Aquatot (12-24 months), and Squid (24-36 months) levels.
• Preschool Program Independent swimming lessons for preschool students aged 3+, developing water confidence, safety awareness, and foundational stroke skills. Includes Clownfish, Starfish, and Penguin levels.
• School Aged Program Structured learn-to-swim program for primary school children, progressing from beginners through advanced levels. Includes Jellyfish, Seahorse, Platypus, Angelfish, Stingray, Dolphin, Shark, and Croc levels covering all four swimming strokes.
• Adolescents Program Teen swimming lessons from building water confidence to perfecting stroke technique, stamina, and efficiency. Includes Beginner, Intermediate, and Advanced levels.
• Adults Program Swimming lessons for adults from beginner to advanced levels, focusing on building confidence, improving technique, and refining swimming skills in a supportive environment.
• Squads Program Competitive and fitness-focused squad training including Mini Squad, Swimfit, Bronze, Silver, and Gold levels. Develops advanced skills, competitive techniques, and endurance with expert coaching.
• Dragonfly Program Private one-on-one assisted learning program for swimmers with specific support requirements. Tailored to each student's needs focusing on confidence, safety, and foundational swim skills in a calm, supportive setting.
• Holiday Swim Intensives One-week intensive swimming programs running daily (Monday to Friday) during school holidays, designed to accelerate swimming skills through repetition and consistency.
• BlueFit Swimming App Mobile application for parents and students to track progress, manage bookings, mark absences, book make-up classes, update details, make payments, and enrol new students. Available on iOS and Android.
• My Portal Online parent portal for managing lesson bookings, progress tracking, payments, and student information. Accessible via web browser.
• Free Splashtime Free swimming classes for babies up to 4 months old, designed as an introduction to the aquatic environment.
• Schools Swimming Program Swimming programs designed for school groups, providing curriculum-aligned water safety and swimming education.
• BlueFit Swimming Shop Online store selling swimming merchandise including goggles and other swim equipment.

Quantifiable outcome

• 50,000 swimmers attend weekly
• +2 more outcomes

Named customers14 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• State Government Voucher ProgramsminorOthersBlueFit Swimming accepts various state government vouchers for children's swimming lessons including NSW Active Kids ($50), QLD SwimStart ($150), SA Sports Vouchers (2x$100), VIC Get Active ($200), and WA Kids Sport ($300). These are government assistance programs, not formal partnerships.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• State Swim: Western Australia's largest swim school with multiple locations offering learn-to-swim lessons from infants to squads — directly comparable program structure and target customers, though primarily regional to WA.
• Atlantis Swim: Multi-location Australian swim school offering learn-to-swim and squad programs for children — directly comparable in operating model and customer demographic.
• British Swim School: US-based franchise swim school with 200+ locations offering water safety and learn-to-swim classes for all ages — directly comparable in product offering, franchise model, and curated curriculum structure.
• Kingswim: Long-established Australian swim school operator with multiple locations across Victoria and other states, serving infants through adults with structured programs — directly comparable in offering and customer base.
• JUMP! Swim Schools: Australian swim school franchise with dozens of locations across multiple states, offering structured learn-to-swim programs for all ages — a direct competitor in the same category with significant geographic overlap.
• Splash Swimming: Australian swim school with multi-location operations offering learn-to-swim and squad programs for children — directly comparable in target demographic and service offering.
• Goldfish Swim School: Largest franchise swim school brand in North America with 150+ locations; offers equivalent learn-to-swim curriculum and parent-facing tech — comparable business model and customer demographic, though operating in a different geography.
• Carlile Swimming: One of Australia's largest swim school chains with multiple locations across NSW and ACT, offering learn-to-swim programs for infants through adults — directly comparable in product, customer base, and distribution model.

Broad incumbents

• Belgravia Leisure: Large Australian leisure facility operator managing aquatic centres, swim schools, and broader recreation services — overlaps in aquatic programming but operates a broader portfolio of facilities and services.

Emerging players

• Funky Fingerlings / Little Fins Swim School: Smaller Australian swim school operator focused on infant and toddler aquatic programs — comparable in core service category but at significantly smaller scale and more limited geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bluefitswimming
• Instagraminstagram.com/bluefitswimming/?hl=en
• LinkedInlinkedin.com/company/swim-stars-swim-school

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 Stars Swim School