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Families prioritizing water safety and personalized instruction are helping drive ongoing demand for swim services. urSwim offers a low-overhead model that doesn’t require the immediate purchase or construction of a brick-and-mortar facility, helping lower the barrier to entry. After proving the concept through its affiliate-owned operations, which have handled over 100,000 lessons, the brand officially began offering franchises on April 30, 2023. This recent expansion means the timing is ideal for entrepreneurs who want to get in early with a scalable, service-based business.

The primary differentiator for urSwim lies in its versatile mobile delivery system. Unlike traditional swim schools, which require customers to visit a central facility, urSwim operates at third-party sites and base locations: commercial facilities like fitness centers that license pool space to the franchisee. This helps operators to scale their footprint without the massive capital expenditure demanded by pool construction. Furthermore, the brand provides a comprehensive business management system to handle scheduling, customer relationship management and point-of-sale tasks. This technological backbone ensures that mobile operators can manage a large roster of instructors and clients from a home-based administrative office.

Water safety has become a priority, helping make aquatic services more resilient as families, HOAs and community facilities invest in training and professional oversight. With more than 10.4 million residential pools nationwide, swim instruction remains a routine, repeat service for many households, supporting recurring revenue while operators add seasonal lifeguard staffing and year-round pool management for commercial accounts. Pool maintenance and cleaning services are projected to grow to $10.33 billion by 2029, reinforcing models that can flex staffing up or down based on climate and demand.

urSwim is looking for dedicated leaders capable of taking full-time responsibility for the daily operations and supervision of the business as managing owners. Success in this model requires a high level of community engagement as well as the ability to manage a team of instructors and lifeguards. Prospective franchisees resemble disciplined operators capable of following a refined system while delivering standout service at the local level. While prior swim instruction experience is helpful (and comes with a 50% discount on the initial franchise fee for qualified instructors), the most important trait is the desire to build a local institution rooted in safety and service.

Prospective franchisees are drawn to urSwim because of the brand’s strong support structure and operational expertise. The systems provided to franchisees are based on the personal, direct experience of the founder, Marina Mentzel, who has grown the brand since 2011, tweaking the urSwim system throughout. This operational blueprint helps new owners avoid the typical trial-and-error period of many startups. Franchisees receive detailed initial training in Long Island, New York, covering everything from recruitment and marketing to safety procedures and financial management.