SwimGuru, Inc.

Name

SwimGuru, Inc.

Legal name

SwimGuru, Inc.

Website

https://swim.guru

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

SwimGuru, Inc. is a privately held drowning-prevention swim instruction company in the Greater Seattle area, delivering a proprietary swim-float-swim curriculum to infants through adults via private, semi-private, group, and SwimTots formats at four pool venues, sold as prepaid credit packages through the WellnessLiving platform.

Ownership category

akta.pro rank

Product category

Swim Instruction Services

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162), Educational Support Services (611710)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

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

Keywords

• Swim instruction services
• Drowning prevention programs
• Private swim lessons
• Water safety training
• Swim school

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Lesson Packages (Children): New Child Starter Package (24 × 15-minute private credits at $1,170) and Continuing Child lesson credit packages (1/2/4/8 credits at $42/$84/$168/$336). One-on-one instruction for ages 6 months through adults.
2. Private Lesson Packages (Adults): New Adult Starter Package (6 × 30-minute credits at $615) and Continuing Adult packages (4 × 30-minute credits at $231, 6 × 30-minute credits at $504).
3. SwimTots Package: Four private 30-minute sessions for children 8 months to 2.5 years with a parent/caregiver, priced at $420, including registration fee, wetsuit, and goggles.
4. Group Lessons: 30-minute group lessons for up to 4 students at $135 per lesson. Families self-organize groups and coordinate scheduling. One enrolled student purchases the Private Group Lesson credit.
5. Semi-Private Lessons: 30-minute semi-private lessons at $57.75 per credit or $231 for a 4-credit package. Requires coach approval and client-coordinated pairing.
6. Rewards/Points Program: Customers earn points for referrals (10 pts per New Student package purchase), reviews (10 pts per review per platform per year), continuing lesson purchases (2 pts per 15 min of instruction), and birthdays (5 pts). Points redeemable for continuing lesson credits (40 pts per 15-min child credit).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

SwimGuru, Inc. is a drowning-prevention swim instruction school that delivers private, semi-private, and group swimming lessons for students from 6-month-old infants through adults at four pool locations in the Greater Seattle area. The curriculum is centered on a proprietary swim-float-swim methodology taught by career-trained coaches, with accelerated outcomes in weeks rather than years. Revenue is generated through pre-paid lesson-credit packages (Kids and Adults Starter and Continuing packages), the SwimTots infant program, semi-private credits, group lessons, and a Clothing Experience real-world safety benchmark.

Product overview

SwimGuru is a drowning prevention swim instruction company offering a structured, start-to-finish program focused on developing functional swim-float-swim skills in months rather than years. The company provides private one-on-one lessons as the primary instructional format, supplemented by semi-private lessons, group lessons, and SwimTots for infants. Core programs are divided into Kids and Adults offerings, each with New Student Starter Packages and Continuing Lesson Packages. Unique programs include the Clothing Experience (practicing swimming in regular clothes) and a Rewards Program. All scheduling and booking is managed through the WellnessLiving platform. The company operates at four locations in the Seattle area: Underwater Sports, North Seattle LA Fitness, Lynnwood LA Fitness, and Fall City Private Pool.

Differentiator

Problem solved

Functional benefit

Products and services

• Kids Private Lessons One-on-one swim instruction for children of all ages and abilities, with cadence and length determined by the student's age, physical ability, and skill level. Children typically start with 15-minute lessons and progress to 30-minute lessons with coach approval; designed to build functional swim-float-swim and water-independence skills.
• New Child Starter Package 24 × 15-minute private lesson credits for $1,170, designed to achieve independent swimming and floating for new child students (avg. 6–8 hours of instruction). Includes registration fee, goggles, and wetsuits for children under 5; can be split into two equal payments over two months upon request.
• Continuing Child Lesson Packages Follow-up lesson credit packages (1, 2, 4, or 8 credits) for children who have completed the New Child Starter Package, priced at $42/$84/$168/$336 respectively. Used to extend instruction for students needing more time to reach independence or to progress to competitive stroke skills.
• Adult Private Lessons One-on-one swim instruction for adults at all skill levels, from first-time learners to intermediate swimmers. Program starts with roughly 3 hours of instruction focused on individual goals, covering face-down swimming, back float, competitive strokes, treading water, and water safety.
• New Adult Starter Package 6 × 30-minute private lesson credits for $615, required as the starting point for all new adult students regardless of skill level. Designed to achieve independent swimming and floating in roughly 3–4 hours of instruction; includes registration fee and a pair of goggles.
• Continuing Adult Lesson Packages Follow-up lesson credit packages (4 × 30-minute credits for $231 or 6 × 30-minute credits for $504) available to adults who have completed the New Adult Starter Package, used to enhance previously learned skills or work on new techniques.
• Semi-Private Lessons 30-minute shared lessons for two students of similar skill level, available with coach approval at $57.75 per credit or $231 for a four-credit package; requires client-coordinated pairing with another student.
• SwimTots Package of four 30-minute private sessions for children aged 8 months to 2.5 years together with a parent or caregiver, priced at $420; includes registration fee, complimentary scheduling service, a wetsuit, and goggles. Designed to gently acclimate pre-walking and newly walking children to water.
• Group Lessons 30-minute group lessons for up to four students (ages 5+) who have completed a New Student package, priced at $135 per lesson with the full charge billed regardless of attendance. One officially enrolled student purchases the Private Group Lesson credit; families self-organize groups.
• Clothing Experience Benchmark program in which students practice swim-float-swim skills while fully clothed (pants, jackets, shoes), simulating accidental falls into water. Conducted with coach support in a safe environment once students demonstrate independent water skills.
• Adults with Caregivers Adapted swim instruction for adults with mental or physical disabilities, following the same curriculum as standard adult lessons with adjustments for individual abilities. Caregivers may handle payment, scheduling, profile management, and in-water support.

Quantifiable outcome

• Independent swim-float-swim achieved in weeks to months, not years
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Emler Swim School: Established Texas-originated swim school franchise providing survival and stroke lessons for children, with similar multi-tier packages (starters, continuing, group). Comparable business model and customer demographic to SwimGuru.
• Goldfish Swim School: National franchise specializing in year-round swim lessons for children 4 months to 12 years, with a focus on safety and confidence. Operates a much broader footprint than SwimGuru and competes directly for the Greater Seattle family swim-instruction dollar.
• SafeSplash Swim School: Large franchise network (acquired by Emler Swim School parent) offering private and group lessons for infants through adults. Comparable curriculum breadth and multi-format delivery model to SwimGuru but at national scale.
• YMCA of Greater Seattle: Regional YMCA system offering subsidized group and private swim lessons across its pools, including parent-child aquatics. Provides a lower-priced incumbent alternative in the Greater Seattle market that anchors the bottom of SwimGuru's competitive set.

Regional players

• Little Fishes Swim Academy: Pacific Northwest-based swim instruction business offering infant-through-adult lessons. Regional peer with similar drowning-prevention focus, providing a local benchmark for SwimGuru's market positioning.

Direct peers

• British Swim School: Franchise offering water-survival and stroke-development lessons for all ages, with a similar emphasis on safety and gentle acclimation for young children. Most direct competitor in the drowning-prevention / survival-first swim instruction niche SwimGuru occupies.
• SwimJim Swim School: Multi-location swim school in the NY/NJ metro offering survival-based lessons for infants through adults with proprietary curricula. Closely aligned with SwimGuru's drowning-prevention positioning and structured tier-based packaging.
• Aqua-Tots Swim Schools: International franchise providing swim instruction for children as young as 4 months, with a structured curriculum and tiered program similar to SwimGuru's Kids Private and SwimTots offerings. Targets the same parental water-safety segment.

Emerging players

• Sunsational Swim School: Nationwide in-home and community-pool swim lesson provider with similar private-instructor and package-pricing model. Competes with SwimGuru for parents seeking at-pool convenience and private instruction.

Others

• Seattle Children's Hospital — Swim Safety Programs: Local nonprofit and hospital-affiliated swim and water-safety programming serving Greater Seattle families. Indirect competitor in the drowning-prevention mission and a potential referral or partnership channel for SwimGuru.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/myswimguru
• LinkedInlinkedin.com/company/swimguru-inc-

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 SwimGuru, Inc.