The Swimmin Hole
The Swimmin' Hole is a privately held indoor swim school in Pleasant Grove, Utah, founded in 2005 by Sheila Morrison, offering year-round swim lessons, swim team, special-needs/adaptive instruction, and parent-tot classes for local families and children ages 2 and up.
- Company typePrivate
- Founded2005
- HeadquartersPleasant Grove, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Swimmin Hole does
The Swimmin' Hole is a privately held indoor swim school operating from a single facility at 3284 N. 1450 W. in Pleasant Grove, Utah. Founded in 2005 by Sheila Morrison, an instructor with 50+ years of swim-teaching experience, the company runs a year-round instructional program out of a single indoor pool kept at 88 degrees, serving families and children roughly from age 2 through adult.
The business is organized around multiple program tiers: small-group lessons ($100/session), pre-school private lessons ($75), private lessons ($175), a Parents and Tots class ($50), the Swimmin' Seals recreational and adapted swim team ($125/month, $200 in summer), a newly introduced Pre-Comp Swim Team ($375 per 12-week cycle), Summer Programs, and a Discover Scuba track delivered in partnership with Mountain West Scuba ($20). An annual family registration fee of $20–$25 and per-program sign-ups flow through the SportsEngine Motion registration platform, with a GoDaddy-hosted website as the public-facing marketing surface; lead generation leans on word-of-mouth referrals plus Facebook and Instagram.
The model is direct-to-consumer and session-based, with no enterprise or B2B accounts. Customers are local Pleasant Grove / Utah County families purchasing discrete lesson sessions or committing to monthly swim-team slots; revenue is therefore a function of lesson throughput, swim-team roster size, and seasonal summer demand rather than recurring SaaS-like contracts.
The Swimmin Hole firmographics
Firmographics- Name
- The Swimmin Hole
- Legal name
- The Swimmin' Hole
- Website
- https://theswimminhole.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Swimmin' Hole is a privately held indoor swim school in Pleasant Grove, Utah, founded in 2005 by Sheila Morrison, offering year-round swim lessons, swim team, special-needs/adaptive instruction, and parent-tot classes for local families and children ages 2 and up.
- Ownership category
- akta.pro rank
The Swimmin Hole industry classification
Industry- Product category
- Swimming Instruction & Aquatic Programs
- akta.pro industry
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding)Aquatic Centers & Swimming FacilitiesMedia, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)
Keywords
Where The Swimmin Hole is headquartered
LocationHeadquarters
- HQ city
- Pleasant Grove
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Swimmin Hole business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Swim Lessons: Session-based swimming lessons charged per session. Small group lessons, preschool private, and private lessons offered. Sessions typically run 5 lessons per week for one week (summer) or 5 weeks (school year).
- Swim Team Memberships: Monthly subscription during school year for The Swimmin' Seals competitive swim team. Summer swim team offered as a flat seasonal fee.
- Registration Fees: Annual registration fee charged per swimmer, valid from June 1 until May 31 each year. Covers administrative costs and program access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Small Group Swim Lessons - 5 lessons, 30 minutes each |
| Unit Pricing | Pay-as-you-go | Pre School Private Lessons - 5 lessons, 15 minutes each |
| Unit Pricing | Pay-as-you-go | Private Lessons - 5 lessons |
| Unit Pricing | Pay-as-you-go | Double Up Lessons - additional lessons during school year |
| Subscription | Monthly | The Swimmin' Seals Swim Team - School Year |
| Unit Pricing | Pay-as-you-go | The Swimmin' Seals Swim Team - Summer |
| Unit Pricing | Pay-as-you-go | Special Needs Program |
| Subscription | Annual | Annual Registration Fee |
| Unit Pricing | Pay-as-you-go | Parents and Tots |
| Subscription | Multi-year contract | Pre Comp Swim Team |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
The Swimmin Hole product offering
Product offeringCore offering
The Swimmin' Hole is an indoor swimming instruction facility operating a year-round heated pool at 88 degrees in Pleasant Grove, Utah. It sells small-group and private swim lessons, a Parents and Tots program, special-needs adaptive aquatic instruction with volunteer buddies, and the Swimmin' Seals recreational competitive swim team (including an adapted division), plus an introductory Scuba program delivered via partner Mountain West Scuba.
Product overview
The Swimmin' Hole is an indoor swimming lessons and aquatic programs facility offering a comprehensive suite of programs for all ages and skill levels. The core offerings include Swimming Lessons (regular small-group lessons and pre-school private lessons), Parents and Tots for toddlers, Special Needs and Adaptive Programs for children with disabilities, and The Swimmin' Seals competitive swim team with an adapted division. Additional programs include summer intensive lessons, Pre Comp Swim Team for competition preparation, and Scuba instruction via Mountain West Scuba partnership. All programs operate year-round in their 88-degree indoor pool in Pleasant Grove, Utah.
Differentiator
Problem solved
Functional benefit
Brands
- The Swimmin' Seals: Recreational swim team program that competes in the Salt Lake County League during the school year and American Fork Summer League during summer months. Includes an adapted team for swimmers with special needs.
Products and services
- Swimming Lessons (Small Group) Small-group swimming lessons for children ages 2.5 to adult, taught Monday-Friday from 9am to 5pm. Each lesson is 30 minutes and organized into 5 levels with progressively smaller class sizes; sold in 5-lesson sessions (e.g., $100 per session) delivered over one week in summer or across 5 weeks during the school year.
- School Year Lessons Swim lessons delivered during the school year, running once or twice weekly across 5-week sessions beginning the week of Labor Day. Programs span all ages starting from Parents and Tots for swimmers under age 2.
- Parents and Tots Introductory water-familiarization program for babies and toddlers shorter than 36 inches to their chin who need a parent present in the water with them. Sessions are priced at $50 each, run once weekly on Wednesdays 9:30-10:15am.
- Pre-School Private Lessons One-on-one private swimming instruction for young children ages 2-4 who are too short to touch the bottom but attempting to swim, or for children struggling with severe water fear. Lessons are 15 minutes each, sold in 5-lesson sessions at $75 per session.
- Special Needs Program Year-round swimming program for special-needs children from kindergarten through age 16, using a swimmer/buddy system where volunteers assist in the water. Designed around learning through play to build swimming skills and confidence; free except for the annual $20 per-swimmer registration fee.
- The Swimmin' Seals Swim Team Recreational competitive swim team for children who can pass Level 3. Practices twice weekly with small groups of approximately 10 swimmers per group. School-year subscription is $125 per month (September through April) with tryouts required; summer team is $200 flat for approximately 8-9 weeks. Competes in the Salt Lake County League during the school year and the American Fork Summer League in summer. Includes the Adapted Team for special-needs swimmers, coached by Kailin.
- Summer Program Intensive summer swim program running June through July with lessons Monday to Friday. Includes group lessons, pre-school lessons, private lessons, summer swim team, and special-needs sessions.
- Pre Comp Swim Team Pre-competition swim team preparation program for the school year, priced at $375 for 12 weeks during Fall Session and Winter Session.
- Scuba Introduction (Partner-Provided) Scuba diving introduction program for families, provided by partner Mountain West Scuba at the Pleasant Grove facility. Minimum age is 10, with approximately 2-hour sessions costing $20 per participant; all equipment provided by the instructor.
Companies that use The Swimmin Hole
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles4 records
The Swimmin Hole technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Swimmin Hole partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Mountain West ScubaminorKevin Peterson from Mountain West Scuba provides Discover Scuba program at the facility. Minimum age is 10, fee is $20 per participant for approximately 2-hour class. Mountain West Scuba provides all equipment. Recommended program for families interested in introductory scuba experiences.
- SportsEngine MotioncorePartnership with SportsEngine Motion to provide the company's business website and online registration platform. The Swimmin' Hole's new website is officially powered by SportsEngine Motion, providing class registration, swim lessons, and swim team management capabilities.
- American Fork Summer LeagueminorThe Swimmin' Seals compete as a visiting team in the American Fork Summer League during summer months. Swim meets are held at the American Fork Fitness Center (AFFC). Four swim meet dates scheduled for Summer 2026.
- Salt Lake County Swim LeagueminorDuring past years, the Swimmin' Seals competed in the Salt Lake County League. Currently focused on American Fork Summer League.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Swimmin Hole competitors and assessment
Company assessmentDirect peers
- British Swim School: Franchise offering indoor swim lessons for all ages at host facilities, with structured water-safety curriculum. Comparable in delivering recurring, level-based group lessons to families.
- Goldfish Swim School: National franchise swim school offering year-round indoor small-group lessons for children, with a comparable curriculum-based progression and family-oriented positioning. Most direct category competitor to The Swimmin' Hole's core lesson business.
- Sunsational Swim School: Indoor private and small-group swim lesson provider serving multiple U.S. markets with flexible scheduling. Comparable on family-focused lesson delivery and pricing tier structure.
- Aqua-Tots Swim Schools: Multi-site franchise swim school specializing in year-round indoor lessons for ages 4 months to 12 years with structured levels. Directly comparable on indoor heated pool, segmented age tiers, and recurring lesson model.
- Emler Swim School: Long-running indoor swim school chain with year-round lessons and competitive swim team pathways. Comparable in combining beginner instruction with a swim-team feeder pipeline like The Swimmin' Seals.
- SafeSplash Swim School: Indoor swim lesson franchise with tiered curriculum and small class sizes serving infants through adults. Direct overlap with The Swimmin' Hole's age-tiered, level-based lesson model.
- Big Blue Swim School: Indoor year-round swim school with a small-group, curriculum-based approach targeting families. Operates in a similar niche to The Swimmin' Hole's small group lessons and swim team pipeline.
Broad incumbents
- SwimLabs (Life Time Fitness): Swim instruction brand now part of Life Time, offering year-round indoor lessons across many locations. Operates in the same category as The Swimmin' Hole but at vastly larger scale and as part of a broader fitness platform.
- YMCA: National community organization offering swim lessons, swim teams, and adaptive aquatics at many branches. Overlaps with The Swimmin' Hole's lesson, swim team, and special-needs programming but as one of many services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
The Swimmin Hole social profiles
Digital presenceThe Swimmin Hole financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Swimmin Hole leadership team
Management profileNumber of profiles
Profiles8 records
The Swimmin Hole funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Swimmin Hole M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Swimmin Hole
What does The Swimmin Hole do?
The Swimmin' Hole is an indoor swimming instruction facility operating a year-round heated pool at 88 degrees in Pleasant Grove, Utah. It sells small-group and private swim lessons, a Parents and Tots program, special-needs adaptive aquatic instruction with volunteer buddies, and the Swimmin' Seals recreational competitive swim team (including an adapted division), plus an introductory Scuba program delivered via partner Mountain West Scuba.
Is The Swimmin Hole a public or private company?
The Swimmin Hole is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Swimmin Hole founded?
The Swimmin Hole was founded in 2005. It employs 1 to 10 people.
Where is The Swimmin Hole based?
The Swimmin Hole is headquartered in Pleasant Grove, United States, in the North America region.
How does The Swimmin Hole make money?
Three revenue lines are on record. Swim Lessons are the primary driver. The others are swim Team Memberships and registration Fees.
Who are The Swimmin Hole's main competitors?
Direct peers on record are British Swim School, Goldfish Swim School, Sunsational Swim School, Aqua-Tots Swim Schools, Emler Swim School, SafeSplash Swim School and Big Blue Swim School. Broad incumbents are SwimLabs (Life Time Fitness) and YMCA.
Does The Swimmin Hole have an API?
No public API is recorded for The Swimmin Hole.
What industry is The Swimmin Hole in?
The Swimmin Hole's product category is Swimming Instruction & Aquatic Programs. Its primary akta.pro industry code is EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding), with a secondary code of MPAKAEAF, Aquatic Centers & Swimming Facilities.