Scaling Wellness in Milwaukee

What Scaling Wellness in Milwaukee does

Scaling Wellness in Milwaukee (SWIM) is a Wisconsin-based nonprofit organization that operates a trauma-informed wellness hub at the Concordia 27 complex on Milwaukee's Near West Side (831 N 27th St). Founded by Dr. Michael Lovell and Amy Lovell, the organization convenes 11+ mission-aligned partner organizations (including NAMI Southeast Wisconsin, Marquette Physical Therapy ComMUnity Clinic, Grace Healing & Wellness, Academy of Health, SKY Schools, Bloom Art, CeLani Skin & Wellness, Starlight Yoga Therapy, and A Moment of Retreat) that lease space and deliver integrated services under one roof.

SWIM's service offering spans four core lines: (1) 1:1 services such as counseling, therapy, massage, reiki, physical therapy, skincare, and yoga therapy delivered by partner organizations; (2) weekly classes, workshops, and retreats supporting healing, resilience, and community connection; (3) trauma-responsive workplace training delivered to employer cohorts over 3-6 months; and (4) free mental health support groups via NAMI Southeast Wisconsin. Services are offered free or at low cost to community members with a focus on individuals and families affected by Adverse Childhood Experiences, abuse, addiction, racism, poverty, and mental health conditions, with particular emphasis on Black and Latino communities.

SWIM generates revenue through three streams: recurring partner hub leases (providing a more predictable revenue base to offset grant volatility), donations collected via its website, and grant funding. The go-to-market is community-led and place-based, relying on the physical hub, partner referrals among the 11+ co-located organizations, outreach across S.E. Wisconsin (Milwaukee, Kenosha, Racine, Jefferson, Ozaukee, and Waukesha counties), and a calendar-driven programming model promoted through its website and email newsletter.

Name

Scaling Wellness in Milwaukee

Legal name

Scaling Wellness in Milwaukee

Website

https://swimke.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Scaling Wellness in Milwaukee (SWIM) is a Wisconsin nonprofit that operates a trauma-informed wellness hub at Concordia 27 in Milwaukee, convening 11+ partner organizations to deliver counseling, fitness, support groups, classes, and workplace training to individuals and families affected by trauma across S.E. Wisconsin.

Ownership category

akta.pro rank

Product category

Community Wellness Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Recovery Lounges & Multi-Modal Recovery Centers (HSADAKAI)

akta.pro secondary industries

Medical Wellness & Integrative Health Retreats (THAGAMAC), Rehabilitation & Recovery Retreats (Physio, Post-Op, Pain Management) (THAGAMAG), Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL)

Keywords

• Community wellness services
• Trauma-informed care
• Mental health support
• Workplace wellness training
• Holistic healing services

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Partner Hub Leases: Collaborating partners lease space at the SWIM Hub (Concordia 27), providing a consistent revenue stream that reduces reliance on unpredictable grant funding.
2. Donations: The organization accepts donations through its website to support operations and free/low-cost wellness services.
3. Grant Funding: SWIM pursues diverse funding sources including grants to support programming and scale impact.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Scaling Wellness in Milwaukee (SWIM) operates a physical wellness hub at the Concordia 27 complex in Milwaukee where 11+ partner organizations co-locate to deliver integrated, trauma-informed wellness services. The hub provides 1:1 therapy and bodywork sessions, group classes, workshops, retreats, mental health support groups, and a six-module trauma-responsive workplace training program. Services are offered free or at low cost to community members and organizations in Southeast Wisconsin affected by trauma.

Product overview

SWIM operates as a centralized wellness hub platform offering multiple interconnected services including 1:1 Services (counseling, massage, physical therapy, yoga, skincare), Classes/Workshops/Retreats, Trauma-Responsive Workplace Training, Support Groups, and Calendar programming. The organization functions as a multi-partner platform co-located at the Concordia 27 Hub where partner organizations lease space and provide diverse trauma-informed wellness services to the community.

Differentiator

Problem solved

Functional benefit

Products and services

• 1:1 Services Individualized wellness services including counseling, therapy, massage, reiki, facials, physical therapy, and yoga therapy delivered by partner organizations at the SWIM Hub for individuals affected by trauma.
• Classes, Workshops, Retreats Wellness programming including fitness classes, workshops, and retreats designed to support healing, resilience, and community connection, offered on a weekly and monthly basis.
• Trauma-Responsive Workplace Training A six-module interactive training program spanning 3-6 months designed to help organizations implement sustainable trauma-responsive change, reduce absenteeism and burnout, and improve employee engagement and resilience. Cohorts include 3-4 organizations with 3-5 organizational representatives each.
• Support Groups Mental health support groups and educational classes provided in partnership with NAMI Southeast Wisconsin, including peer support groups, family support groups, suicide survivor support, and crisis intervention services, available both virtually and in-person.

Quantifiable outcome

• Served at least 200 individuals in first 6 months at new Hub (Summer 2024)
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• Academy of HealthcoreStrategic or Co-development PartnerPartner organization providing massage therapy and bodywork services at the SWIM Hub. Offers massage therapy, bodywork services, and massage education through the SWIM location.
• A Moment of RetreatcoreStrategic or Co-development PartnerWellness retreat services provider co-located at the SWIM Hub, offering holistic healing and relaxation services.
• Bloom Art and Integrated Therapies, Inc.coreStrategic or Co-development PartnerPartner organization providing art therapy and integrated therapeutic services at the SWIM Hub.
• CeLani Skin & Wellness, LLCcoreStrategic or Co-development PartnerPartner providing skincare and wellness services including facials, body treatments, rejuvenation, energy healing, and reiki at the SWIM Hub.
• Grace Healing and Wellness Center, LLCcoreStrategic or Co-development PartnerPartner providing individual and family therapy, grief counseling, group psychotherapy, telehealth sessions, stress and trauma therapy, diagnostic assessments, and professional consultation.
• Marquette Physical Therapy ComMUnity CliniccoreStrategic or Co-development PartnerPartner providing physical therapy services for pain, injury recovery, balance/fall concerns, neurological conditions, and persistent pain. Affiliated with Marquette University.
• National Alliance on Mental Illness (NAMI) Southeast WisconsincoreStrategic or Co-development PartnerMajor mental health partner providing support groups, education classes, and peer support services for individuals with mental health conditions, family members, and survivors of suicide. Offers NAMI Connections, Family Support Groups, NAMI Peer-to-Peer, and NAMI Family-to-Family classes.
• SKY SchoolscoreStrategic or Co-development PartnerProgram of the International Association of Human Values offering breathwork, social emotional learning (SEL), and wellness programs for people of all ages. Provides free monthly Breathwork sessions for the SWIM and C27 communities. Evidence-based practices showing outcomes of deeper sleep, reduced anxiety/depression, increased social connection, and improved academic performance.
• Starlight Yoga TherapycoreStrategic or Co-development PartnerFounded by Deb Selm (C-IAYT, E-RYT), offers trauma-informed yoga and mindfulness practices including yoga therapy, breath work, and mindfulness-based stress reduction. Serves greater Milwaukee area with individual sessions, group practices, and online classes.
• Center for IndependencesupportingStrategic or Co-development PartnerListed as a collaborating partner in SWIM's partnership and revenue generation model at the Concordia 27 Hub.
• Near West Side PartnerssupportingStrategic or Co-development PartnerListed as a collaborating partner in SWIM's partnership and revenue generation model, supporting community-based wellness initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Market position

Strengths4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/scaling-wellness-in-mke-swim

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Scaling Wellness in Milwaukee