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British Swim School

Table of Content
1. Franchise Snapshot
2. Franchise Overview
3. Performance and Metrics
4. Our Take
5. Additional Resources

1. Franchise Snapshot

Franchise Status
Active
Basic Information
Industry
Education & Children
Category
Sports & Recreation
Investment Range
$122,070 - $168,420
Total US Locations
257
Franchise Units
257
Founding Year
2011
Started Offering Franchises
2011
Management Capacity
Owner Operator
Job Count
12
Prior E2 Investors?
Yes
Prior Visa Franchise Clients?
No
Royalty Fee
10%
Marketing Fee
2%
Franchise Fee
$59,500
Headquarters (City, State)
Virginia Beach, VA
Square Footage
NA
Retail Location?
Yes
Agreement Term Length
10 years
Video

In these videos you will learn about the company firsthand. And they will also tell you in a short form about the financing of the enterprise.

*Information presented in these videos may change over time and may not reflect the most current franchise offering. Prospective franchisees should review the latest Franchise Disclosure Document (FDD) and consult directly with the franchisor for updated information.

2. Franchise Overview

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Overview

British Swim School is a swim lesson franchise dedicated to teaching water survival skills to children as young as three months old, as well as older children and adults. They have been in the market for over 40 years and provide families with survival-first swim instruction using gentle, highly effective teaching methods that are a recognized trademark of the brand. British Swim School has developed a unique asset-light model where franchise owners rent pool space through partnerships with fitness centers, hotels, and community pools, so there are no costs for buildout, maintenance, or upkeep. In addition, they provide comprehensive training and support, strong marketing backed by the Buzz Franchise Brands organization, partnerships with leading water safety nonprofits, and an easily scalable business model that has allowed the brand to grow to over 450 schools across the U.S. and Canada.

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Management team / founders

In 1981, Ms. Rita Goldberg, a former British national swimmer, founded British Swim School in Manchester, England, after building a pool in the basement of her Victorian home and creating the country's first indoor children's swim school. She dedicated countless hours to refining the gentle and effective teaching methods that remain the hallmark of the brand today. In 1991, she brought British Swim School to North America, and in 2011, she began franchising the business. In 2019, multi-brand franchising organization Buzz Franchise Brands became the majority owner, providing the resources to accelerate growth. Ms. Goldberg passed away in January 2025, but her legacy and teaching methodology remain at the heart of the program. Today, Ashley Gundlach serves as President of British Swim School. The brand is part of the Buzz Franchise Brands family, which also operates Pool Scouts, Home Clean Heroes, and Wonderly Lights, giving franchisees access to strong financial backing and over 20 functional experts in marketing, analytics, and training. Franchise owners receive full training and ongoing support to operate and scale their business.

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Focus of owner for daily business operations

As a British Swim School franchise operator, the main facets of the business entail: 1. Managing your team of swim instructors, including hiring, training, and scheduling; 2. Securing and maintaining pool partnerships with fitness centers, hotels, and community facilities; 3. Attracting and retaining families through local marketing efforts and community engagement around water safety; 4. Review of financials, enrollment metrics, and opportunities for scaling to additional pool locations.

3. Performance & Metrics

Franchisor Fees | Item 6
Franchise Value
Industry Median
All Franchises Median
Royalty Fee
10%
7%
6%
Marketing Fee
2%
Franchise Fee
$59,500
$44,500
$40,000
Total Investment Cost | Item 7
Type of Expenditure
Low Amount
High Amount
When due
Initial Franchise Fee
$59,500
$59,500
When you sign the Franchise Agreement
Mailer Program Set-Up Fee
$1,000
$1,000
30 days prior to the Scheduled Opening Date
Mailing List Fee
$150
$150
30 days prior to the Scheduled Opening Date
Postcard Fees
$3,870
$3,870
30 days prior to the Scheduled Opening Date
SEO Fees
$3,600
$3,600
When your website goes live
Digital Marketing Fees
$17,000
$17,000
When your website goes live
Chatbot Fee
$500
$1,500
Monthly, starting the second full calendar month after signing the Franchise Agreement
Pool Security Deposit
$0
$1,000
As Arranged
Pool Usage Fee — 3 months
$1,500
$12,000
As Arranged
Opening Inventory (pool equipment, training supplies, learning aids)
$3,050
$6,100
Before Opening
Signage
$250
$750
Before Opening
Financial Management Training
$200
$200
Before Opening
Training: Travel and Living Expenses
$1,500
$5,000
As Incurred
Accountant and Legal Fees
$300
$1,000
As Arranged
Insurance Premium
$2,400
$5,000
Annually
Computer System
$0
$3,500
As Arranged
Office Security Deposit
$0
$1,500
As Incurred
Office Rent, Office Furniture, Fixtures and Equipment — 3 Months
$0
$4,500
As Arranged
Technology Fee — 3 months
$750
$750
Monthly
Pre-Marketing and Grand Opening Advertising
$10,000
$15,000
As Arranged
First 3 Months of Aquatics Manager
$7,500
$10,500
As Incurred
Additional Funds – 3 Months
$9,000
$15,000
As Incurred
TOTAL
$122,070
$168,420
Outlets and Franchisee Information | Item 20
Outlet type
Year
Outlets at the start of the year
Outlets at the end of the year
Net change
N/A
2022
113
138
+25
Franchised
2023
138
193
+55
N/A
2024
193
258
+65
N/A
2022
0
0
0
Company-Owned
2023
0
0
0
N/A
2024
0
0
0
N/A
2022
113
138
+25
Total Outlets
2023
138
193
+55
N/A
2024
193
258
+65
Net Unit Growth (Recent year)
Net Unit Growth (Recent 3 years)
Franchise Health Metrics
Growth Rate
1 year / 3 years
Failure Rate
1 year / 3 years
Franchise for Sale Rate
1 year / 3 years
British Swim School
34% / 129%
1% / 4%
0% / 3%
Industry median
3% / 17%
1% / 9%
0% / 4%
Franchise Health Metrics
Franchise Historical Loan Metrics
10 Year Cumulative Charge Offs by $ of Loans
10 Year Cumulative Defaults
3 Year Predicted Default Rate
*Please note the information provided here is sourced from Lumos. We do not guarantee its accuracy or completeness. For verification, please refer to Lumos directly.
Item 19 – Financial Performance Representations
Historical financial performance representations
Franchise Financials
Franchisor company financial information, if disclosed by the franchisor.
Litigation & Bankruptcies
% of Franchisees Undergoing Litigation
0
% of Franchisees with Completed Litigation
0
Number of Bankruptcies Disclosed
1
*The litigation information displayed has been reviewed by our Product Development team. Franchises featured on this platform have been thoroughly assessed. However, Visa Franchise strongly recommends consulting with your own legal counsel for further guidance.

4. Our Take

British Swim School provides a great opportunity for an investor looking for a purpose-driven, easily scalable business with a low initial investment. The proven success of the asset-light model - renting pool space rather than building or maintaining facilities - combined with over 40 years of brand history and proprietary teaching methods make the investment relatively safe. Additionally, the brand's rapid growth to over 450 locations, backed by the resources and franchise expertise of Buzz Franchise Brands, provides potential investors with strong expansion potential in a recession-resistant industry where the demand for child water safety education continues to grow.