The brand was founded in 2003 in the Hudson Valley region of New York, teaching swim lessons to infants, children, teens and adults.
The core mission: “Swim Lessons Save Lives” — the franchise emphasizes both safety (water-safety skills) and swimming technique for all ages and skill levels. The model does not require building your own pool facility. Instead it uses a pool-rental model, whereby franchisees rent existing pool space (in gyms, fitness clubs, recreation centers) to conduct lessons. This significantly reduces the upfront facility cost.