The Little Swim School

What The Little Swim School does

The Little Swim School is a family-owned and operated learn-to-swim business based at a purpose-built facility in Clayton South, Victoria, Australia, founded in 2019 by Jess and Trav Adkins-Barber. The company delivers a structured aquatic education program from infant water safety through to school-age stroke development, organized into marine-themed levels (Gummy Sharks through Bronze Whalers for ages 3 months to 5 years), three Pre-School Achievement Levels, and six School Age Achievement Levels (A1-A6). Specialist offerings include Access & Inclusion classes for children with disabilities, Private 1:1 and Semi-Private 2:1 lessons, and casual Punch Passes for drop-in attendance.

The core physical asset is a custom 15m x 5m MagnaPool maintained at 32-33°C year-round, which uses magnesium-based hydrodynamic water treatment instead of chlorine alone, producing softer water marketed as gentler on asthmatics and those with skin conditions. Class sizes are intentionally small — maximum 6 for Parent & Child, 4 for intermediate, 2:1 for semi-private, and 1:1 for private — operating 48 weeks per year, 7 days a week, with classes suspended for Christmas and Easter periods. The school integrates with the iClassPro platform for booking and account management, and Payrix for direct-debit payment processing, with NDIS plan invoicing supported for eligible participants.

Revenue is generated primarily through monthly subscription class fees billed in advance, with automatic class rollovers securing bookings year-round. Pricing is $22.50 per 30-minute group session, $34.50 for semi-private, and $67.50 for private, with multi-class and sibling discounts available. Secondary revenue comes from Punch Passes (prepaid visit bundles) and suspension fees for families temporarily pausing enrolment. The customer base is direct-to-consumer families with young children in the Victorian market, including a specialized cohort of NDIS-funded participants. The go-to-market relies on organic social media, blog content, email newsletter, and community word-of-mouth, with no paid advertising channels referenced.

Name

The Little Swim School

Legal name

The Little Swim School

Website

https://thelittleswimschool.com.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

The Little Swim School is a family-owned learn-to-swim business in Clayton South, Victoria, operating from a purpose-built MagnaPool facility since 2019. It delivers structured infant, preschool, school-age, and Access & Inclusion classes to families with young children, including NDIS-funded participants, on a monthly subscription and punch-pass model.

Ownership category

akta.pro rank

Product category

Swimming Instruction & Water Safety Education

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Aquatic Centers & Swimming Facilities (MPAKAEAF), Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

Keywords

• Infant swimming lessons
• Learn to swim
• Water safety education
• Preschool aquatics
• Access and inclusion swimming

Headquarters

HQ city

Clayton South

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Class Fees (Subscription): Fees are payable monthly in advance each calendar month. Invoices are sent in the 3rd week of the current month for the following month. Class fees automatically roll over, securing bookings all year round. This is the primary recurring revenue stream.
2. Punch Passes (One-time/Prepaid): Punch passes allow families to purchase prepaid visit bundles (single, 5, or 10 visits) redeemable for casual or drop-in classes via the Customer Portal, check-in kiosk, or in person. Each pass is assigned to a specific student and is non-transferable. Passes expire after 30–180 days depending on the tier.
3. Suspension Fees: Fees charged to temporarily suspend active enrolments: $5.00 per lesson for group lessons, $7.00 per student per week for semi-private, and $12.00 per week for private lessons. Minimum suspension is 3 weeks, maximum 6 weeks.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

The Little Swim School is a family-owned aquatic education provider that delivers structured Learn to Swim programs for children from infancy through school age, plus specialist Access & Inclusion classes for students with disabilities. Lessons are taught in a purpose-built MagnaPool facility (magnesium-treated, 32–33°C year-round) in Clayton South, Victoria, with small class sizes (max 6:1 parent & child, 3:1 beginner) and NDIS funding accepted for eligible participants.

Product overview

The Little Swim School is a family-owned swim school operating from a purpose-built MagnaPool facility in Clayton South, Victoria, established in 2019. The company offers a structured Learn to Swim program with age-appropriate classes organized into three main programs: Infant Water Safety (Parent & Child classes with marine animal-themed levels Gummy Sharks, Wobbegongs, Thresher Sharks, Manta Rays, and Bronze Whalers for ages 3 months to 5 years), Pre-School Swimming (three Achievement Levels for ages 3-5 years), and School Age Swimming (six Achievement Levels for ages 5+). Specialist services include Access & Inclusion classes for students with disabilities, Private 1:1 lessons, and Semi-Private 2:1 lessons. The school also offers Punch Passes for casual drop-in attendance. Classes run for 30 minutes with small sizes (6 students for parent-child, 3-4 for school age), and fees are charged at $22.50 per session for group lessons, with discounts available through multi-class and sibling programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Parent & Child Infant Swimming Program (Gummy Sharks through Bronze Whalers) A parent-assisted Learn to Swim program for infants and toddlers aged 3 months to 5 years, delivered in five progressively challenging marine-themed levels covering water conditioning, submersion, safe entries and exits, floating, kick and paddle development. Maximum class size is 6 students per class, run for 30 minutes, taught by Access & Inclusion and Puggles qualified staff at $22.50 per 30-minute session.
• Pre-School Swimming Program (Achievement Levels 1–3) Independent pre-school swimming classes for children aged 3–5 years across three Achievement Levels, focusing on comfort in water, entry/exit skills, floating, breath control, kicking, and doggy paddle. Small class sizes enable progression toward independent swimming; sessions are 30 minutes at $22.50 per session.
• School Age Swimming Program (Achievement Levels 1–6) A six-level Learn to Swim program for students aged 5+, taking beginners from water comfort and safe entries through to mastering freestyle, backstroke, breaststroke, and survival backstroke at 15m. Class ratios are 3:1 at beginner level and 4:1 at intermediate; 30-minute sessions at $22.50 per session, with multi-class and sibling discounts available.
• Access & Inclusion Classes Specialist swimming lessons adapted for students with sensory (e.g. ASD), behavioural (e.g. ADHD), intellectual (e.g. Down Syndrome), physical (e.g. Cerebral Palsy), and emotional (e.g. anxiety, PTSD) needs, using visual aids, communication boards, and sign language. NDIS funding is accepted with invoicing and receipting provided for plan-managed participants.
• Private 1:1 Lessons One-on-one 30-minute swimming lessons providing fully personalised instruction for individual learning needs, whether for skill acceleration, water-anxiety remediation, or specific goals such as stroke correction. Priced at $67.50 per 30-minute session, available as a monthly subscription or via prepaid punch passes.
• Semi-Private 2:1 Lessons Semi-personalised 30-minute lessons delivered to two students per instructor, balancing cost efficiency with individual attention. Priced at $34.50 per 30-minute session under monthly subscription or prepaid punch pass purchase.
• Casual Class Punch Passes Prepaid drop-in class bundles allowing families to redeem casual or one-off lessons without an ongoing monthly enrolment. Available in three tiers (single visit, 5 visits, 10 visits) at $22.50 per session for group lessons ($34.50 semi-private, $67.50 private), with passes expiring 30–180 days from purchase and assigned to a specific student (non-transferable). Redeemable via the iClassPro Customer Portal, in-app check-in kiosk, or in person.

Quantifiable outcome

• Small class ratios: Parent & Child 6:1, Beginner 3:1, Intermediate 4:1, Semi-private 2:1, Private 1:1
• +1 more outcomes

Named customers1 record

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

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and supporting.

• MagnaPoolcoreTechnology or Integration · 1 January 2019MagnaPool is the water treatment technology provider for The Little Swim School's custom-built pool. The MagnaPool uses magnesium-based hydrodynamic therapy instead of chlorine alone, producing softer water that is gentler on skin and asthmatics. The school was built from the ground up around this technology in 2019.
• AUSTSWIMcoreOthersAUSTSWIM is a peak industry body for swimming and water safety teachers in Australia. Jess has worked for AUSTSWIM as part of her career and the school maintains an active partnership with the organization. Two staff members (Jess and Sandra) have been recognized with AUSTSWIM awards.
• Life Saving VictoriacoreOthersLife Saving Victoria is a peak water safety and lifesaving organization. Jess has worked for Life Saving Victoria during her career and the school maintains a partnership with the organization for water safety education and standards.
• Swim AustraliasupportingOthersSwim Australia is a national swimming and water safety organization. Listed as a partner organization on the About page.
• Aquatics and Recreation VictoriasupportingOthersAn industry body representing aquatic and recreation facilities in Victoria. Listed as a partner organization on the About page.
• ZoggssupportingOthersZoggs is an Australian swim equipment brand. Listed as a partner organization on the About page, likely providing swim equipment and goggles for students.
• Kids Alive Do The FivesupportingOthersKids Alive Do The Five is a national water safety charity program. The Little Swim School features their water safety content (including the 'Super Eyes' song) in their facility and gallery, aligning with the school's water safety mission.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Carlile Swimming: One of Australia's largest and most established swim school operators, offering group and private lessons for infants through adults. Directly comparable in core service offering (learn-to-swim) and customer base, but operates at significantly greater scale across multiple states.
• Kingswim: Long-running Australian swim school chain providing learn-to-swim and squad programs for all ages, with multiple Victorian locations. Directly comparable service offering and target market to The Little Swim School, with greater geographic coverage in Melbourne.
• JUMP! Swim Schools: Franchised Australian swim school chain with small, warm indoor pools focused on infants and young children. Closely comparable in class-size philosophy, infant/toddler focus, and small warm-pool design, with multi-site scale that The Little Swim School lacks.
• Paul Sadler Swim School: Multi-site Australian swim school offering infant through squad lessons with small class sizes and warm pools. Comparable in target demographic (young children), small-class model, and warm-water teaching approach, with established multi-location footprint.

Broad incumbents

• Belgravia Leisure: Large Australian operator of aquatic, leisure and recreation facilities, including swim schools. Overlaps with The Little Swim School on learn-to-swim instruction but as part of a much broader portfolio of managed aquatic and fitness centres.
• YMCA Victoria: Operates aquatic and recreation facilities in Victoria, including learn-to-swim programs. Comparable in geography and core service (swim instruction) but as part of a broad community recreation portfolio rather than a specialist small-pool infant/preschool model.

Regional players

• Annette Kellerman Aquatic Centre: Inner-west Sydney aquatic centre offering learn-to-swim and squad programs with small class sizes. Comparable in lesson-based model and Australian metro market, but operates in a different geography (NSW vs Victoria) and at a larger, council-affiliated facility.
• Bayside Swimming: Victorian swim school focused on learn-to-swim for children, including infant and pre-school programs. Directly comparable in target segment and Victorian geography, but operates from larger council-affiliated pools rather than a custom warm-water MagnaPool.

Others

• AUSTSWIM: Australian peak body for swim teaching and water safety. Not a competitor, but a training, accreditation and industry-body partner that shapes the talent pipeline and recognition framework The Little Swim School leverages for staff credentials and awards.
• MagnaPool: Technology provider of magnesium-based pool water treatment systems used by The Little Swim School. Not a competitor, but a key enabling partner that supplies the proprietary water-quality system underpinning the school's therapeutic warm-water differentiation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-little-swim-school

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Little Swim School