North Jersey Aquatics

What North Jersey Aquatics does

North Jersey Aquatics (NJAC) is a privately held swim school operating as North Jersey Aquatic Club LLC, founded in 2011 in Long Valley, New Jersey, and serving families across Morris County and surrounding northern New Jersey counties. The company delivers semi-private and private learn-to-swim instruction for swimmers from 3 months old through adulthood, organized into progressive levels (Baby/Toddler, PreK/K, Grade School, Advanced) capped at a 3:1 student-to-instructor ratio. Its core instructional methodology is a science-based curriculum that teaches body position, buoyancy, movement, and propulsion, codified by owner Leighann Day, who brings 30+ years of coaching experience.

Beyond learn-to-swim, NJAC operates a layered competitive program stack including Junior Clinics, Senior/High School Clinics, and the Gold Clinic, plus competitive swim teams (Club Bronze, Club Silver, and the USA Swimming-sanctioned Team NJAC) launched in 2025-2026. Adjacent revenue lines include American Red Cross Lifeguard Certification courses, Competitive Technique Analysis private coaching, Indoor Intensives, Specialty Clinics, Summer Off-Site traveling lessons at home/community pools, and Family Swim sessions. The business runs at 11+ venue partnerships spanning hotels (Dolce by Windham/Envy Sports Club, Homewood Suites, Hampton Inn), private schools (Morristown-Beard), community college pools (County College of Morris), country clubs, and seasonal water parks.

NJAC's revenue mechanics are predominantly subscription-based with month-to-month billing, 2-month minimum commitment, and registration fees of $79-$129. Learn-to-Swim subscriptions range from $188/month (3:1 ratio, once weekly) to $665/month (1:1 ratio, twice weekly), while competitive team packages reach $1,499 per session or $4,099 for a full year at four practices per week. Customer acquisition is direct-to-consumer through the company website, organic social media, an email newsletter (Sunday Night Splash), and self-serve registration/billing via the Jackrabbit Class platform; the operation remains single-jurisdiction, owner/family-controlled, and unscaled by external capital, with cumulative throughput of 14,000+ swimmers trained since founding.

Name

North Jersey Aquatics

Legal name

North Jersey Aquatic Club LLC

Website

https://northjerseyaquatics.com

Company type

Private

Founded year

2011

Operating status

Operating

Short description

North Jersey Aquatics is a family-owned New Jersey swim school founded in 2011 that delivers semi-private learn-to-swim lessons, competitive swim teams, and lifeguard certification to families across northern New Jersey through 11+ pool venue partnerships.

Ownership category

akta.pro rank

Product category

Swim Instruction Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

Keywords

• Swim instruction
• Learn to swim
• Competitive swimming
• Lifeguard certification
• Swim team training

Headquarters

HQ city

Long Valley

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Learn to Swim Lessons: Monthly subscription-based swim lessons billed per class with month-to-month billing. Pricing based on instructor-to-swimmer ratio (3:1, 2:1, or 1:1). Registration fees apply annually.
2. Competitive Programs: Clinic programs (Junior, Senior, Gold) billed monthly with 2+ practices per week. Team NJAC charged per session (Fall/Winter/Spring) or as full-season package.
3. Lifeguard Certification: One-time American Red Cross certification course. Full certification $400, recertification $275. Includes registration fee.
4. Intensive Programs: One-week intensive programs with 4 lessons per week. Weekly pricing for accelerated skill building.
5. Summer Off-Site Lessons: Traveling instructor program bringing lessons to home/neighborhood pools. Booked in 4-lesson packages with travel fees for areas outside Morris County.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

North Jersey Aquatics provides semi-private and private learn-to-swim lessons for swimmers aged 3 months through adult using a science-based curriculum with maximum 3:1 student-to-instructor ratios. The company also offers competitive stroke technique analysis for athletes and triathletes, multi-tier competitive swim clinics and USA Swimming-sanctioned swim teams, one-week indoor intensive programs, and American Red Cross lifeguard certification courses. All instruction is delivered at 11+ partner pool venues across Morris County and surrounding northern New Jersey.

Product overview

North Jersey Aquatics is a swim school providing a comprehensive suite of swimming instruction programs spanning learn-to-swim lessons for ages 3 months through adult, competitive swimming teams and clinics, and specialized services including lifeguard certification. The core offering consists of progressive Learn to Swim programs (Baby/Toddler, PreK/K, Grade School, Advanced) using a semi-private 2:1 or 3:1 student-to-teacher ratio model, which feed into competitive programs (Junior Clinics, Senior/High School Clinics, Gold Clinic, Club Bronze/Silver Teams, Team NJAC). Specialized offerings include Competitive Technique Analysis private lessons, Specialty Clinics, Indoor Intensives, Summer Off-Site traveling lessons, and American Red Cross Lifeguard Certification courses. The company operates at multiple pool locations throughout northern New Jersey and emphasizes science-based curriculum teaching body position, buoyancy, movement, and propulsion.

Differentiator

Problem solved

Functional benefit

Brands

• Team NJAC: Competitive swim team offering participation in USA Swimming-sanctioned meets with fall, winter, and spring sessions
• Club Silver Swim Team
• Club Bronze Swim Team
• Gold Clinic
• Junior Clinics
• Senior/High School Clinics

Products and services

• Baby/Toddler Classes
• Pre K/K Classes
• Grade School Classes
• Advanced Classes
• Teen/Adult Programs
• Junior Clinics
• Senior/High School Clinics
• Gold Clinic
• Team NJAC Swim Team
• Club Bronze Swim Team
• Club Silver Swim Team
• Competitive Technique Analysis
• Specialty Clinics
• Lifeguard Certification
• Indoor Intensives
• Summer Off-Site Lessons

Quantifiable outcome

• Swim lessons can reduce the risk of drowning by 88%

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• US Swim Schools Association (USSSA)minorOthersNorth Jersey Aquatics is a proud member of USSSA, a swim schools industry association. This membership provides credibility and affiliation with the broader learn-to-swim industry organization.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Big Blue Swim School: Multi-unit learn-to-swim operator emphasizing small class sizes and year-round indoor facilities. Highly comparable in program structure, customer targeting, and subscription pricing model.
• British Swim School: National franchise teaching water survival and learn-to-swim lessons to children and adults at partner pool locations, similar to NJAC's venue-leasing model. Comparable curriculum philosophy and parent-focused value proposition.
• SafeSplash Swim School: National learn-to-swim franchise serving infants through adults with semi-private lessons, similar age segmentation, and subscription billing. Directly competes for the same parent-driven, recurring swim-instruction demand.
• Goldfish Swim School: National franchise offering learn-to-swim lessons for children4 months to 12 years using a similar small-ratio, science-based curriculum model. Most directly comparable competitor in terms of target customer (parents), product (subscription lessons), and recurring-revenue model.
• Sunsational Swim School: In-home and community-pool swim instruction provider with private and semi-private lessons — directly comparable to NJAC's Summer Off-Site Lessons program and overlapping subscription/pay-as-you-go offerings.
• Aqua-Tots Swim Schools: International swim school franchise operating year-round learn-to-swim programs for children 4 months and up with structured levels. Closely comparable in product design, curriculum levels, and subscription pricing.

Others

• USA Swimming: National governing body for competitive swimming in the US; NJAC's Team NJAC, Club Bronze, and Club Silver participate in USA Swimming-sanctioned meets. Relevant as the ecosystem/infrastructure provider that NJAC's competitive teams plug into.
• New Jersey Swimming (LSC): USA Swimming's Local Swimming Committee covering New Jersey, sanctioning the meets in which NJAC competitive teams compete. Functions as the governing/administrative counterpart to NJAC's competitive programs.

Regional players

• Emler Swim School: Regional learn-to-swim operator based in Texas/Midwest with similar subscription model, small ratios, and tiered curriculum. Comparable in operating model though not directly competing in NJ.
• SwimJim Swim School: Regional learn-to-swim operator serving the NYC metro area including parts of New Jersey. Comparable curriculum structure and parent-targeted positioning, with overlapping geography into NJ.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/NJAquatics
• Facebookfacebook.com/northjerseyaquatics
• Instagraminstagram.com/njaquatics
• LinkedInlinkedin.com/company/northjerseyaquatics

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 North Jersey Aquatics