US Swim School Association

What US Swim School Association does

US Swim School Association (USSSA), legally the United States Swim School Association, is a 501(c)(6) non-profit trade association founded in 1988/1989 and headquartered in Cave Creek, Arizona. It supports learn-to-swim businesses in the United States and internationally through membership services, professional development, advocacy, certification, and water safety education. USSSA represents over 1,250 member swim schools operating 1,250+ locations and collectively employing more than 40,000 people who teach approximately 18 million swim lessons per year.

USSSA's core product surface comprises a membership program (starting at $70/month or $800 annually for first-year voting members), the CFSI (Certified Fundamental Swim Instructor) certification ($36 for a two-year cycle including abuse prevention training via SportsEngine), an online learning portal with domain-specific courses (Creating Next Level Baby Teachers, Adaptive Aquatics, Preschool Swim Instructor, etc.), a mobile application (USSSA Swim App on iOS and Android), the Find a School consumer directory (1,400+ views per quarter), and recurring events including the annual National Conference and Spring Workshop. The technology stack is an association management platform with a member portal, online learning management system, and mobile app — operational rather than technically differentiated. Members also receive automatic listings across 7 high-traffic directories (USSSA, ISSA, Every Child A Swimmer, Sports Engine Play, AAP, WebMD, CDC).

USSSA's business model is subscription-driven, diversified across four revenue streams: membership dues (recurring monthly or annual subscriptions across voting, international, Next Gen, former-owner, and aquatics-education tiers), tiered sponsorship revenue (Champion, Supporter, Friend, Strategic, and Industry levels), advertising (magazine, e-news, event exhibitor fees), and certification fees. Governance is member-led through an elected Board of Directors (President, Vice-President, Treasurer, Secretary, and five Directors-at-Large); the small association staff of 4+ is led by Executive Director Lisa M. Zarda, CAE, supported by an Operations Director, Event Planner, and Communications lead.

Name

US Swim School Association

Legal name

United States Swim School Association

Website

https://usswimschools.org

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

USSSA is a 501(c)(6) non-profit trade association serving 1,250+ member swim schools in the US and internationally through membership dues, certification, education, advocacy, and consumer directory distribution.

Ownership category

akta.pro rank

Headquarters

HQ city

Cave Creek

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Monthly or annual subscription fees from swim school members at various tiers including Swim School Members (voting), Former Swim School Owners (voting), International Non-Voting Members, Next Gen Members, and Aquatics Education Organizations. Starting from $70/month or $800 annually for first-year new members.
2. Sponsorship Revenue: Tiered sponsorship program with Champion, Supporter, and Friend levels, offering branding and marketing opportunities through digital quarterly magazine, monthly e-newsletter, quarterly instructor publication, social media channels, and event participation.
3. Advertising Revenue: Magazine advertising (full page and half page), e-news advertising, and event exhibitor registration fees with specific deadlines and pricing tiers.
4. Certification Fees: CFSI certification program with background checks and abuse prevention training through SportsEngine, costing $36 for two-year validity.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

USSSA is a non-profit trade association that sells membership subscriptions to swim school operators, providing professional development, networking, advocacy, marketing visibility, and exclusive discounts. It complements membership with paid certification (CFSI) with background checks, an online learning portal with named instructor courses, an annual National Conference and Spring Workshop, a Find a School consumer directory, a mobile app, and a mentorship program.

Product overview

The United States Swim School Association operates as a membership-based organization providing a comprehensive ecosystem of products and services for swim school owners and operators. The core offerings include the USSSA Swim App (mobile application for iOS and Android enabling member collaboration and benefit access), the USSSA Membership Program ($70/month providing professional development, networking, marketing visibility, and exclusive discounts), and an Online Education Platform offering flagship courses such as Creating Next Level Baby Teachers, Great Beginnings Lead to Great Finishes, Movement & Brain Development, Play with Purpose, Preschool Swim Instructor, and Adaptive Aquatics. The organization also hosts major events including the annual National Conference and Spring Workshop, offers CFSI (Certified Fundamental Swim Instructor) certification, provides a Mentorship Program connecting members with industry leaders, and maintains the Find a School Directory for parental referrals. This platform-plus-portal architecture serves over 1,250 member swim schools across 1,250+ locations.

Differentiator

Problem solved

Functional benefit

Products and services

• USSSA Membership Program Recurring subscription membership for swim school operators providing professional development, networking, advocacy, marketing visibility, and exclusive discounts, starting at $70/month or $800/year for first-year new Swim School Members.
• USSSA Swim App Mobile app for iOS and Android that connects USSSA members for year-round collaboration, solution sharing, and quick access to member benefits.
• Online Education Platform Online learning management system offering courses including Creating Next Level Baby Teachers, Great Beginnings Lead to Great Finishes, Movement & Brain Development, Play with Purpose, Preschool Swim Instructor, and Adaptive Aquatics for swim school owners and instructors.
• National Conference Annual USSSA conference bringing together swim school owners and operators for education, networking, vendor exhibitions, and industry awards.
• Spring Workshop Annual spring workshop providing collaborative educational experiences for swim school members alongside partner aquatic organizations.
• CFSI (Certified Fundamental Swim Instructor) Certification Professional certification for swim instructors that sets and maintains certification standards, oversees assessments, and ensures program quality and integrity.
• Mentorship Program Member benefit that connects swim school owners and operators with experienced industry leaders to share proven business strategies and provide collaborative support.
• Find a School Directory Online directory allowing parents to search for USSSA member swim schools by address, city, zip code, country, or US state, providing consumer-facing demand to member schools.

Quantifiable outcome

• Learning to swim can reduce the risk of drowning by 88% if children participate in formal swimming lessons between ages 1–4
• +2 more outcomes

Named customers7 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

Integration7 records

Feature3 records

Partnerships

31 partnerships are on record, tiered champion, supporter, industry partner, strategic and friend.

• Splash AboutchampionGTM or Marketing PartnerChampion sponsor providing innovative swimwear and water safety products designed for children, families, and swim schools. Products include award-winning Happy Nappy and Happy Nappy DUO swim diapers.
• Flashpool ProductionschampionGTM or Marketing PartnerChampion sponsor providing specialized underwater photography services for swim schools. Underwater Photo Events provide keepsakes while generating authentic marketing content. 3% of session fees donated to Hope Floats Foundation.
• Starfish Aquatics InstitutechampionTechnology or IntegrationChampion sponsor, global leader in aquatic safety training and certification. Starfish Swimming curriculum used worldwide. AquaTech pool certification program first recognized by Council for Model Aquatic Health Code.
• Jackrabbit SwimchampionTechnology or IntegrationChampion sponsor offering swim school management software with automation features including automated billing, staff portal with time clock and attendance, skill tracking, and absence/makeup scheduling. Launched 2004.
• CareerPlugchampionTechnology or IntegrationChampion sponsor providing hiring and onboarding software for swim school owners and managers. Offers proven playbook for hiring, retaining, and growing teams with HR tools and exceptional client support.
• iClassProchampionTechnology or IntegrationChampion sponsor, world's leading class management software for swim schools since 2008. Features include scheduling, automated payments, student progress tracking, and family portal.
• EOS WorldwidechampionStrategic or Co-development PartnerChampion sponsor providing EOS (Entrepreneurial Operating System) implementation for entrepreneurs and leadership teams to solve root problems and gain Traction in their businesses.
• FINIS, Inc.supporterGTM or Marketing PartnerSupporter sponsor creating simple, effective swimming products for young swimmers to make every swim session positive.
• Paddock Pool EquipmentsupporterGTM or Marketing PartnerSupporter sponsor manufacturing highly crafted, American-made commercial swimming pool equipment while supporting and growing aquatics worldwide.
• 3rd Level ConsultingsupporterImplementation/ SI/ Consulting PartnerSupporter sponsor providing comprehensive business solutions for swim school industry with over 30 years of experience.
• AquafinitysupporterGTM or Marketing PartnerSupporter sponsor (formerly AES, ASSI, CES, Duffield, Knorr Systems) offering comprehensive aquatic products and services including water management programs, chemical treatment, filtration, software, training, and support.
• Risk Management ServicessupporterGTM or Marketing PartnerSupporter sponsor providing general liability insurance program developed specifically for swim lesson community over 20 years ago.
• World Open Water Swimming Associationindustry partnerStrategic or Co-development PartnerIndustry partner organization focused on open water swimming.
• NO MORE UNDERindustry partnerStrategic or Co-development PartnerIndustry partner organization dedicated to drowning prevention.
• Canadian Swim School Allianceindustry partnerStrategic or Co-development PartnerIndustry partner representing Canadian swim schools.
• Water Safety USAindustry partnerStrategic or Co-development PartnerIndustry partner coalition for water safety. USSSA legislative priorities align with National Water Safety Action Plan recommendations.
• International Swimming Hall of Fameindustry partnerStrategic or Co-development PartnerIndustry partner with Every Child a Swimmer initiative. Recognized Lisa Zarda with Water Safety Honors in 2025.
• Pool & Hot Tub Allianceindustry partnerStrategic or Co-development PartnerIndustry partner organization for pool and hot tub professionals.
• Aquatics Coalitionindustry partnerStrategic or Co-development PartnerIndustry partner coalition for aquatics professionals.
• International Association of Child Development Programsindustry partnerStrategic or Co-development PartnerIndustry partner focused on child development programs.
• International Swim Schools Associationindustry partnerStrategic or Co-development PartnerInternational industry partner for swim schools globally.
• SwimAmericaindustry partnerStrategic or Co-development PartnerIndustry partner program of the American Swimming Coaches Association.
• Hope Floats Foundationindustry partnerStrategic or Co-development PartnerIndustry partner foundation. Flashpool Productions donates 3% of Photo Day session fees to Hope Floats Foundation.
• Pool Safelyindustry partnerStrategic or Co-development PartnerIndustry partner campaign by Consumer Product Safety Commission for pool safety.
• Australian Swim School Associationindustry partnerStrategic or Co-development PartnerInternational industry partner representing Australian swim schools.
• Stop Drowning Nowindustry partnerStrategic or Co-development PartnerIndustry partner organization dedicated to drowning prevention through education and awareness.
• National Drowning Prevention Allianceindustry partnerStrategic or Co-development PartnerIndustry partner coalition focused on drowning prevention efforts.
• SportsEnginestrategicTechnology or IntegrationTechnology partner providing background check screening platform for USSSA owner and CFSI certification. Offers abuse prevention training integration.
• Constant ContactfriendTechnology or IntegrationEmail marketing platform partner offering 30% discount to USSSA members.
• TalentLMSfriendTechnology or IntegrationLearning management system partner offering discounted pricing to USSSA members.
• Every Child a SwimmerstrategicStrategic or Co-development PartnerLegislation initiative sponsored by ISHOF. USSSA advocates for water safety education with school enrollment. Sponsored by ECAS organization.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• British Swim School: Multi-location US swim school franchise with representation on USSSA's Board of Directors (Melissa McGarvey, elected 2023). British Swim School is both a USSSA member and an example of a large multi-location operator that competes with smaller independent USSSA member schools.
• International Swim Schools Association (ISSA): Global industry partner organization representing swim schools internationally. USSSA lists ISSA as one of its 7 high-traffic directories, indicating direct membership and consumer-referral overlap between the two associations' audiences.
• Starfish Aquatics Institute: Champion sponsor of USSSA and global leader in aquatic safety training and curriculum (Starfish Swimming). Competes directly in swim instructor certification and curriculum standards, with the AquaTech pool certification recognized by the Council for Model Aquatic Health Code.
• SwimAmerica: Industry partner program of the American Swimming Coaches Association (ASCA) that provides curriculum and network services to swim schools across the US. SwimAmerica board members sit on USSSA's board, but the organizations offer competing membership value propositions for swim school operators.
• National Drowning Prevention Alliance (NDPA): Industry partner coalition focused on drowning prevention. USSSA's legislative priorities align with NDPA's mission, and both organizations pursue overlapping advocacy and education agendas targeting parents, swim schools, and policymakers.
• International Swimming Hall of Fame (ISHOF): Industry partner of USSSA that operates the Every Child a Swimmer initiative and recognized USSSA's Executive Director with Water Safety Honors in 2025. Both organizations advocate for drowning prevention and swim education, and overlap in membership and event audiences.

Broad incumbents

• Pool & Hot Tub Alliance (PHTA): Industry partner organization representing pool and hot tub professionals. USSSA offers PHTA membership as a member discount; PHTA operates more broadly across residential and commercial pool infrastructure, overlapping with USSSA members on facility-side concerns.
• USA Swimming: National governing body for competitive swimming in the US. While focused on competitive rather than learn-to-swim instruction, it shares advocacy interests in water safety and pool access and represents a parallel swim-industry membership ecosystem.

Regional players

• Canadian Swim School Alliance: Industry partner organization representing Canadian swim schools. Offers comparable membership, advocacy, and education services to USSSA but operates exclusively in the Canadian market, with no direct competition for US members.
• Australian Swim School Association: International industry partner representing Australian swim schools. Provides parallel trade association services in Australia; USSSA members can join as international non-voting members, but the organizations serve distinct geographic markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/usswimschools
• LinkedInlinkedin.com/company/united-states-swim-school-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 US Swim School Association