How British Swim School’s Inclusive Evolution Is Powering Its Next Era of Franchise Growth
By Ashley Gundlach, President, British Swim School
Four-year-old Laine doesn’t experience the world the same way many children do. She is deaf, has balance challenges, and can be hesitant in unfamiliar environments. But in the water, something changes. Swimming gives her freedom of movement, confidence, and joy.
When Laine’s family enrolled her at British Swim School, the goal was water safety. What they found was something more. Her instructors learned basic American Sign Language so they could communicate with her directly. The pool became a place where she felt safe to explore, socialize, and grow stronger. For Laine, swimming isn’t just a skill, it’s empowerment.
Stories like hers capture the heart of British Swim School’s evolution as we celebrate our 45th anniversary this year. They also illustrate why we’ve embraced a simple but powerful brand promise: Every Age. Every Stage.
A Brand Built on Purpose and Proof
British Swim School was founded on a belief that water safety should be accessible to everyone. For decades, that mission guided our growth and shaped our reputation as a leader in gentle water acclimation and survival-based swim instruction.
Today, that same mission is fueling one of the most exciting periods in our history.
British Swim School has experienced significant growth since 2021, including a 188% increase in newly opened territories. System-wide momentum has been driven by a balanced mix of new franchise development, expansion by existing owners, and strong same-store performance.
Our existing franchise locations grew meaningfully last year. Combined with new openings and expansions, that momentum pushed system-wide revenue past $100 million, with another significant increase projected for 2026. But while growth metrics matter, what makes this moment truly pivotal is how that growth is happening.
For me, this is a moment where a lot of intentional work is finally coming together. We’ve matured as a franchise system, invested heavily in support and technology, and built national pool partnerships that materially change how fast and responsibly we can grow.
From a Moment to a Movement
For years, British Swim School was best known for teaching young children how to survive in the water. That work remains core to who we are but it’s no longer the whole story.
We teach babies, young children, teens, adults, seniors, essentially, anyone who wants to feel safer and more confident in the water. We serve swimmers with physical, cognitive, and sensory differences. And increasingly, we see families staying with us for years, as their needs evolve.
As we celebrate 45 years, our brand repositioning to “Every Age. Every Stage.” reflects this reality.
The shift wasn’t about abandoning our roots; it was about telling the full story. It acknowledges the emotional and practical impact of learning to swim at any point in life and expands awareness of the breadth of our offering. Most importantly, it aligns our external messaging with what has long been happening inside our schools.
Consider Randall, a 32-year-old adult learner who enrolled at one of our schools in Garnerville, New York. Like many adults who never learned to swim, he carried uncertainty and fear around water. He chose British Swim School because we offer adult-specific programming and a learning environment that felt approachable to him.
After completing lessons, Randall left with the ability to float confidently, transition from backstroke to freestyle, and perhaps most importantly, the confidence to put his head underwater without fear. “The instructors were friendly, attentive, and informative,” he shared. “The outcome was overwhelmingly great.”
These stories aren’t unique in the British Swim School family. They’re evidence of a model designed to serve people throughout a lifetime.
Franchise Growth with Infrastructure to Match
As our brand has scaled, we’ve made significant investments to ensure our infrastructure keeps pace with our ambition. That shows up in better onboarding, stronger technology, clearer data, and tools that help franchisees make smarter decisions day-to-day.
Our national partnerships have been particularly transformative. Because we operate an asset-light model with no brick-and-mortar buildout and no owned pools, franchisees can enter markets faster, with lower upfront investment and greater flexibility. It’s a model that works in both emerging and established markets and supports multi-territory expansion.
“Prospective franchisees today want more than a fun concept,” says Dave Warn, Vice President of Franchise Development. “They want proof, support, and a clear path to scale. British Swim School offers recurring demand, multiple revenue streams, and something that can’t be replaced by technology. You can’t download a swim lesson.”
That combination has translated into strong franchisee engagement, reinvestment, and expansion. Many owners grow from single locations into sophisticated, multi-unit operators, supported by what we often describe as the collective “brain trust” of a 40-plus-year-old brand.
Quality Growth, Grounded in Mission
As we look ahead to 2026 and beyond, what excites me most is not just our growth, but the kind of franchise partners we’re attracting – ones who are aligned with our purpose, committed to their communities, and focused on building sustainable businesses.
At the same time, our mission around water safety and drowning prevention has never been more relevant. Swimming remains a life skill, not a luxury, and access to inclusive, high-quality instruction matters deeply, especially for families seeking programs that meet them where they are.
Watching franchisees grow, communities become safer, and swimmers like Laine and Randall gain confidence remind me why this work matters.
At 45 years old, British Swim School isn’t just celebrating longevity. We’re entering our next chapter clear in purpose, inclusive in vision, and positioned for meaningful growth.
Because learning to swim isn’t a moment, it’s a journey. And we’re here for Every Age. Every Stage.
Visit https://britishswimschool.com/