Midwest Aquatics Swim & Scuba

What Midwest Aquatics Swim & Scuba does

Midwest Aquatics Swim & Scuba Center operates a single physical facility in Overland Park, Kansas, delivering swim instruction, scuba certification, and group dive travel to consumer customers in the Kansas City area and the broader Midwest. The business runs three interconnected product lines: (1) swimming lessons, including monthly group classes ($112/month per swimmer) and private lessons ($432/month), plus birthday party packages starting at $195; (2) scuba programming, including a $40 Try Scuba experience, PADI-aligned Open Water Diver certification packages starting at $789, $90 Scuba Skills Update refreshers, and the Scuba Rangers youth program for ages 7-12; and (3) dive travel services, where the company organizes group trips to 35+ international destinations at price points from $800 to $7,300 per diver. The facility features an indoor heated pool maintained at 86°F and the deepest dive training pool in the Midwest at 13 feet 6 inches, and the company holds exclusive authorization from the U.S. Army Corps of Engineers to use Table Rock Lake for diver training.

Revenue is generated through a mix of recurring monthly tuition (swim lessons), one-time certification and experience fees (scuba), event-based pricing (parties and houseboat weekends), equipment retail in the on-site showroom, and group travel bookings where the company functions as trip coordinator with international resort and liveaboard partners. The go-to-market is direct-to-consumer via the company website (midwestaquatics.com), the JackRabbit Class online registration portal, a scuba email newsletter, word-of-mouth referrals, and a Boy Scouts of America merit badge partnership. Marketing is low-cost and community-rooted rather than performance-driven, consistent with a 30-year-old local service business that has not pursued external capital, multi-site expansion, or technology platform development.

Founded in 1994, Midwest Aquatics is a privately held, family-scale operator with no disclosed funding, subsidiaries, M&A activity, or leadership changes in the input data. Operational technology is limited to industry-standard third-party platforms (JackRabbit Class, SSI Online, DiveAssure) rather than proprietary software, and there is no evidence of APIs, mobile applications, or AI/ML capabilities. The competitive position rests on physical-asset differentiation (deepest regional training pool, exclusive federal authorization), instructional talent (90+ years of combined instructor experience), and a curated portfolio of destination partnerships rather than on technology or scale advantages.

Name

Midwest Aquatics Swim & Scuba

Legal name

Midwest Aquatics

Website

https://midwestaquatics.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Midwest Aquatics is a privately held, single-location swim and scuba instruction center in Overland Park, Kansas, serving Midwest consumers with swimming lessons, PADI scuba certification, and group dive travel to 35+ international destinations.

Ownership category

akta.pro rank

Product category

Swimming and Scuba Instruction Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940), Scenic and Sightseeing Transportation, Water (4872)

SIC

Services-Amusement & Recreation Services (7900), Services-Educational Services (8200), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA)

akta.pro secondary industries

Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD), Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based) (THAAALAC), Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF), Aquatic Centers & Swimming Facilities (MPAKAEAF), Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD)

Keywords

• Swimming instruction
• Scuba certification
• Dive travel
• Aquatic education
• Recreational diving

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Swimming Lessons: Monthly recurring revenue from swimming lesson programs for children and adults. Monthly tuition for once-weekly 30-minute lessons with pro-rated pricing based on start date.
2. Scuba Training and Certification: One-time fees for scuba certification courses including Open Water Diver, Try Scuba experiences, and Scuba Skills Updates.
3. Dive Travel Trips: Group dive vacation packages to international destinations including liveaboards and resort stays. Prices range from $800 to $7,300 per person with deposits required.
4. Swimming and Scuba Parties: Event-based parties including use of pool facilities, equipment, food, drinks, and party favors. Swimming parties start at $195 for 10 participants.
5. Retail Sales: Scuba and swimming equipment retail sales from showroom. Includes masks, fins, snorkels, boots, and full scuba gear packages.
6. Houseboat Trips: Weekend houseboat packages on Table Rock Lake including accommodation, meals, scuba diving, kayaking, and other activities. Priced at $325 per person per weekend.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Midwest Aquatics Swim & Scuba Center operates a single-location aquatics facility in Overland Park, Kansas offering year-round swimming lessons (group and private) for children and adults, scuba diving certification and training programs (Try Scuba, Open Water Diver, Scuba Skills Update, Scuba Rangers), retail sales of scuba and swimming equipment, swim and scuba birthday party packages, and a portfolio of group dive travel packages to international destinations including liveaboard and resort trips. The business combines instruction, retail, and travel under one roof using a heated indoor pool and the deepest dive training pool in the Midwest.

Product overview

Midwest Aquatics Swim & Scuba Center is a single-location aquatics facility offering swimming lessons and scuba diving instruction/services. The company operates three interconnected product lines: (1) Swimming programs including group and private lessons plus birthday party packages; (2) Scuba programs including Try Scuba experiences, Open Water Diver certification, Scuba Skills Update refreshers, and the Scuba Rangers children's program (ages 7-12); and (3) Dive travel services featuring structured group trips to international destinations aboard liveaboard vessels and at resort partner locations. The facility features an indoor heated pool and serves as the only Dive Center in the Midwest authorized by the Corps of Engineers to use a Corps lake for diver training. No software platform, API, or SaaS product is offered.

Differentiator

Problem solved

Functional benefit

Brands

• Surface Interval: Houseboat trip service operating on Table Rock Lake, offering weekend scuba diving and vacation packages.
• Scuba Rangers

Products and services

• Swimming Lessons Year-round group and private swimming instruction for children (starting at age 2) and adults, with classes Monday-Saturday 9am-8pm. Group lessons billed monthly at $112 per swimmer; private lessons at $432 per month for once-weekly 30-minute sessions; $50 annual family registration.
• Swimming Parties Birthday party packages held in the heated indoor pool year-round including party favors, cake, ice cream, juice, 1 hour pool use, 30 minutes celebration time, pool monitor, table/chairs, and setup/cleanup. Total $195 for 10 participants; $15 each additional participant.
• Try Scuba One-hour introductory scuba experience for beginners in a controlled indoor pool environment with professional dive staff and all equipment provided. Offered twice monthly (1st/2nd Saturdays 4-5pm and 3rd/4th Fridays 6-7pm). Cost: $40 per participant, credited toward Open Water Diver course if enrolled within one week.
• Open Water Diver Certification Entry-level scuba certification combining self-study, classroom/pool training over one weekend, and open water certification dives. Student packages start at $789 plus $165 certification fee; open water dives completed at Table Rock Lake (May-October) or international dive destinations.
• Scuba Skills Update Three-hour refresher course for certified divers returning from extended inactivity, also suitable for uncertified divers preparing for open water certification. Offered first/second Saturday at 5pm and third/fourth Friday at 7pm each month; custom schedules available. $90 includes equipment.
• Scuba Rangers Introductory scuba program for children ages 7-12. Includes pool scuba diving with real equipment, underwater games, night diving simulations, reef fish identification, and navigation exercises in a supervised indoor pool.
• Table Rock Lake Houseboat Trips (Surface Interval) Weekend houseboat trips on Table Rock Lake aboard the Surface Interval vessel (up to 6 passengers). Activities include scuba diving, try scuba, snorkeling, kayaking, fishing, and hiking. $325 per person per weekend including 2 nights, 5 meals, air fills, tanks, weights, and lake fees.
• Egypt and Red Sea Dive Trip Liveaboard dive trip to the Red Sea combined with a Cairo land tour. Includes 3 nights/4 days in Cairo with Egyptologist guide and 7 nights aboard a Red Sea liveaboard. Price: $2,680 per person (standard cabin double occupancy). Optional Nile Cruise add-on for $990.
• Roatan, Honduras Dive Trip 7-night all-inclusive dive trip at Anthony's Key Resort in Roatan, Honduras. Includes accommodations, full meal plan, 3 boat dives per day plus 2 night dives, airport transfers, and activities. Adult diver prices $2,580-$3,280 depending on bungalow type; Kids Dolphin Camp $1,600.
• Little Corn Island, Nicaragua Dive Trip 7-night dive trip to Little Corn Island staying at Los Delfines hotel, with 14 boat dives including tanks and weights. $800 per person (double occupancy); $350 deposit; final balance due August 1, 2026.
• Papua New Guinea Dive Trip 10-night trip to Tufi Resort in Papua New Guinea including 24 tank dives, 5 wharf dives, unlimited snorkeling, canoe use, and rental equipment. $2,600 per person (double occupancy); final balance due July 7, 2026.
• Mexico Sardine Run Dive Trip 7-night liveaboard trip aboard Nautilus Gallant Lady in Magdalena Bay, BCS, Mexico. Includes all meals, snacks, soft drinks, scheduled dives, tanks, weights, and fees. $3,660 per diver; final balance due September 1, 2026.
• Galapagos Luxury Liveaboard Trip 8-day/7-night luxury liveaboard aboard Galaxy Diver II visiting Wolf and Darwin Islands. Includes 2 nights hotel near Quito, Quito city tour, round-trip airfare to Galapagos, and full board. $7,300 per diver; final balance due November 8, 2026.
• Utila, Honduras Dive Trip 7-night trip to Utila Lodge including all meals, welcome drink, wine, and 6 days of 3-tank boat dives with 2 night dives. $2,044 per person; final balance due December 6, 2026.
• Palau and Yap Dive Trip 9-night combined trip to Palau Pacific Resort (7 nights) and Manta Ray Bay Resort in Yap (3 nights), featuring diving at world-renowned sites including WWII wrecks, manta ray cleaning stations, and shark dives. $4,150 per person; final balance due February 15, 2027.
• Grenada Dive Trip 7-night trip to True Blue Bay Boutique Resort in Grenada with 10 boat dives. Includes visit to the world-famous Bianca C wreck and underwater sculpture park. $2,900 per person; final balance due March 1, 2027.
• Borneo - The Arenui Liveaboard Trip 8-night liveaboard aboard The Arenui traditional Phinisi vessel featuring hammerhead sharks, mantas, and stunning walls. Master Cabin $7,115 per person, Deluxe Cabin $6,715 per person. Includes up to 4 dives daily, nitrox, and all fees. SOLD OUT.
• Brazil - Fernando de Noronha Dive Trip 7-night trip to the Fernando de Noronha Archipelago (UNESCO World Heritage Site) staying at Pousada Atoba Hotel with 5 days of 2-tank boat diving and island tour. $3,300 per person; final balance due May 15, 2027.
• Belize Dive Trip 7-night trip to Turneffe Island Resort in Belize with 15 boat dives including day trip to Lighthouse Reef Atoll, Blue Hole, and Half Moon Caye. $3,340 per person; $1,000 deposit; final balance due July 1, 2027.
• Fiji Dive Trip 7-night trip to Volivoli Beach & Dive Resort in Fiji exploring the Bligh Waters/Vatu-I-Ra Passage. Includes unlimited shore diving, 3 days of 2-tank boat dives, 2 days of 3-tank boat dives, and traditional Fijian experiences. Prices $2,900-$3,795 per person; final balance due April 15, 2028.
• Banda Sea - Indonesia Liveaboard Trip 8-night liveaboard aboard The Arenui through the Forgotten Islands and Banda Sea in Indonesia. Features crystal clear seas, deep walls, hammerhead sharks, and rare critters. $6,470 per diver (double occupancy); $1,500 deposit; final balance due May 1, 2028.
• Scuba and Swimming Equipment Retail Retail sales of scuba and swimming equipment from the on-site showroom at 7565 W. 160th Street, Overland Park, KS, including masks, fins, snorkels, boots, and full scuba gear packages. Weekend scuba system rental starting at $115.
• Scuba Diving Parties Scuba-themed party packages including drinks, ice cream, cake, party favors, table settings, scuba equipment, professional dive staff, and pool access for birthdays and group events with full-service hosting.
• Group, Boy Scouts, and Girl Scouts Scuba Sessions Custom-scheduled scuba experiences for groups of any size, including official Boy Scouts of America Swimming & Lifesaving Merit Badge training registration and Girl Scouts programming, delivered at the Overland Park facility.

Quantifiable outcome

• Pool maintained at 86 degrees Fahrenheit year-round
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

16 partnerships are on record, tiered core, flagship and supporting.

• Boy Scouts of AmericacoreStrategic or Co-development PartnerMidwest Aquatics is a partner organization for Boy Scouts of America Swimming & Lifesaving Merit Badge training. They provide official registration and training for scouts to complete the aquatic merit badge requirements.
• Anthony's Key ResortflagshipStrategic or Co-development PartnerAnthony's Key Resort in Roatan, Honduras is the host resort for Midwest Aquatics dive trips. The all-inclusive resort offers world-class diving right at their doorstep with oceanfront bungalows and over 50 years of operation.
• Turneffe Island ResortflagshipStrategic or Co-development PartnerTurneffe Island Resort is a 14-acre private island resort in Belize, the largest and most diverse coral atoll in the Caribbean. Host for Midwest Aquatics Belize dive trips featuring 15 boat dives and access to Blue Hole.
• True Blue Bay Boutique Resort and AquanautsflagshipStrategic or Co-development PartnerTrue Blue Bay in Grenada offers spectacular diving with 30 colorful reefs and 20 wrecks including the famous Bianca C 'Titanic of the Caribbean', plus access to the world's first underwater sculpture park.
• Utila LodgeflagshipStrategic or Co-development PartnerUtila Lodge is the largest built-out-over-water structure on Utila Island in Honduras, known for whale shark sightings and Caribbean reef diving.
• Pousada Atoba HotelflagshipStrategic or Co-development PartnerPousada Atoba Hotel in Fernando de Noronha, Brazil is a UNESCO World Heritage Site renowned for extraordinary marine biodiversity and pristine beaches.
• Volivoli Beach ResortflagshipStrategic or Co-development PartnerVolivoli Beach Resort in Fiji is a premium four-star boutique vacation destination on the Suncoast of Viti Levu, exploring the Bligh Waters dive area known as the 'Soft Coral Capital' of the world.
• Tufi ResortflagshipStrategic or Co-development PartnerTufi Resort in Papua New Guinea is a personalized boutique resort nestled atop a breathtaking fjord with panoramic sea views. Offers incredible marine diversity including WWII wreck diving and critter subjects.
• Hideaway Marina - Table Rock LakecoreStrategic or Co-development PartnerHideaway Marina on Table Rock Lake hosts the Surface Interval houseboat. Midwest Aquatics is the only Dive Center in the Midwest authorized by the Corps of Engineers to use a Corps lake for diver training.
• Palau Pacific ResortflagshipStrategic or Co-development PartnerPalau Pacific Resort in Palau is a world-renowned diving destination known for diverse marine life, WWII wrecks, dramatic drop-offs, and manta rays. Host for Palau portion of Pacific dive trips.
• Manta Ray Bay ResortflagshipStrategic or Co-development PartnerManta Ray Bay Resort in Yap is home to a resident population of manta rays with shallow cleaning stations where divers can see mantas year-round.
• The Arenui LiveaboardflagshipStrategic or Co-development PartnerThe Arenui is a traditional Phinisi wooden sailing vessel exploring the Indonesian archipelago. Used for Borneo and Banda Sea dive trips featuring Forgotten Islands with crystal clear waters and stunning walls.
• Galaxy Diver II LiveaboardflagshipStrategic or Co-development PartnerGalaxy Diver II is a luxury yacht liveaboard taking divers to Wolf and Darwin Islands in the Galapagos, considered the best diving in the world with the largest shark biomass on the planet.
• Red Sea LiveaboardflagshipStrategic or Co-development PartnerRed Sea liveaboard as part of Egypt and Red Sea trip packages. Divers from around the world come to explore the Red Sea's world-class dive sites.
• DiveAssuresupportingGTM or Marketing PartnerDive insurance provider recommended for trip cancellation and dive accident insurance. Diamond Policy available for purchase including both trip cancellation and diving accident coverage.
• PADI (Professional Association of Diving Instructors)coreTechnology or IntegrationPADI is the world's leading scuba diver training organization. Midwest Aquatics offers PADI-certified training for Open Water Diver and other certifications.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goldfish Swim School: Largest U.S. franchise of year-round indoor swim schools; competes directly with Midwest Aquatics' group and private lesson programs for children and families in the Midwest catchment area.
• Emler Swim School: Regional indoor swim school chain with similar year-round group/private instruction model and instructor-led safety focus; comparable competitor on lesson core business.
• Big Blue Swim School: Multi-site indoor swim school franchise offering weekly year-round lessons for kids and adults on a subscription model — directly comparable enrollment and pricing structure to Midwest Aquatics' swim offering.
• SafeSplash Swim Schools: National swim lesson franchise offering group and private lessons with similar instructor-led curriculum and tier pricing; directly comparable on product and customer.
• Force-E Scuba Centers: Multi-store dive center chain offering PADI/SSI training, retail, and dive travel; most direct comp to Midwest Aquatics' combo training-plus-retail-plus-travel model in a regional footprint.
• British Swim School: U.S. franchised swim school with year-round programs including beginner, advanced, and adult lessons; overlaps Midwest Aquatics on customer persona and monthly tuition model.
• Aqua-Tots Swim Schools: Franchise swim school operator with similar age-2+ enrollment model and monthly tuition structure; competes in the same children-and-families swim lesson market.

Emerging players

• Aggressor Adventures: Luxury liveaboard and resort dive travel operator that overlaps with Midwest Aquatics' dive travel division (Red Sea, Galapagos-style expeditions); competing indirect supplier of the same end-customer dive trips.

Broad incumbents

• SSI (Scuba Schools International): Worldwide scuba training agency whose digital learning platform Midwest Aquatics uses for Open Water course delivery; comparable scope of authority over diver certification standards.
• PADI (Professional Association of Diving Instructors): Global dive certifying body that certifies Midwest Aquatics' instructors and curricula; not a direct competitor but defines the certification standard the business depends on and routes international referral traffic.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Midwest Aquatics Swim & Scuba