Swim education has historically been a splintered space, one often caught between higher overhead brick-and-mortar facilities and informal, fragmented local providers. But urSwim, an emerging leader in the $9 billion swim education sector, is disrupting that landscape by offering an asset-light franchise model prioritizing both business-to-consumer and business-to-business revenue streams. With a focus on modern, technology-led operations, the brand is attracting a wave of motivated operators looking to make a lifesaving impact on their communities while building a scalable enterprise.
“Now, it’s about reach. We’re moving into a high-growth phase with a target of opening three to six new franchise locations in 2026 alone,” said urSwim founder and CEO Marina Mentzel. “My thesis has been confirmed: there is a seven-figure opportunity in front of motivated operators who can leverage our levers — the B2B and B2C streams — to meet the massive white space in their communities. With pool construction on the rise and a distinct lack of professional providers, we are gaining a lot of traction because this is a service that is hard to replicate.”
Founded on Long Island in 2011, urSwim began with a mission to provide professional, on-site swim instruction and pool management. The flagship corporate location was a success. In an effort to target new markets, the brand began franchising in 2022 and today has completed more than 100,000 lessons. While traditional swim schools can require millions of dollars in real estate development, the urSwim model was created to be both mobile and versatile.
The brand differentiates itself through a unique dual-vertical approach. Franchisees don’t just offer private and group lessons to families, they also provide lifeguard staffing and pool management services to commercial accounts, fitness centers and community clubs. This B2B component provides a layer of stability and reach that few competitors can match.
"It makes us very unique. We’re the only brand in our category that has those capabilities and leads in that dual direction,” Mentzel said. “So, our goal isn’t just to provide swim instruction. It’s to provide swim instruction and water safety. Making sure operators are invested in delivering that within their communities is really important. And we do find that disruptive."
A key to the urSwim opportunity lies in the brand’s commitment to a low-investment model that’s light on required assets. It’s an intentional design. It’s one that allows entrepreneurs to enter the space without the burden of heavy debt that’s often associated with the construction of larger facilities. urSwim does use branded service vehicles to deliver on-site instruction with convenience. But the business is actually anchored by an administrative office that can be managed from a home setting. It’s the type of mobile-first approach that helps lower the barrier to entry. It also ensures the brand remains visible at the local level.
The brand has also invested heavily in technology, which helps streamline processes, boost operational efficiency and enhance ease of booking for both customers and franchise owners alike. The urSwim system utilizes advanced business management tools like Mindbody to handle scheduling, payments and customer relationship management. And, moving away from the industry standard of bright murals and cartoony fish decor, urSwim delivers a clean, modern look in a sophisticated environment built around water safety.
"From the outset, the goal was always to build an asset-light franchise model," Mentzel said. "I was comfortable making the errors and missteps along the way so I could build something that would minimize those for future franchisees. By streamlining the operations and technology, we free our partners up to focus on building deep community connections while delivering lifesaving skills that make a real impact."
Franchisees enter the urSwim system with a structured support network. One advantage lies in the way the system was designed specifically for scalability. The initial training program is held in Long Island, New York (covering 40 hours of classroom and on-the-job instruction). From staff recruiting and program execution to financial management and royalty reporting, the curriculum dives deep into daily operations.
Beyond the initial training program, the brand provides a framework that’s flexible and allows franchisees to adapt to their specific territory. Operators can deliver services in two ways:
"I was very intentional about building levers into the brand that franchisees can pull to succeed based on what their community needs," Mentzel said. "Not every community needs a big-box, brick-and-mortar swim school. The question is how we deliver the same level of success through alternative ways of providing the service."
The demand for aquatic services is on the rise, driven by a consistent increase in pool construction across the U.S. Because swimming is a vital lifesaving skill, it remains a recession-resilient service that parents and communities shouldn’t compromise on.
Mentzel points out that while the $9 billion industry is vast, it’s currently suffering from a lack of qualified professional providers capable of scaling. “Amazon isn’t going to be able to produce swim instructors, no matter how hard it tries,” she said. “This is a recession-resilient service that is truly needed.”
With this in mind, urSwim is moving into an aggressive expansion phase. Building on the success of its six existing locations in New York and Connecticut, the brand is now targeting between three and six new franchise openings for 2026 alone. To meet this rising demand, urSwim is specifically focusing its current growth efforts on high-priority markets in Florida, Maryland and Virginia.
urSwim is looking for motivated community advocates who are comfortable in sales-driven roles and building local connections. The ideal franchise ownership candidate should understand the needs of their specific territory and should also be able to leverage urSwim’s flexible model to build both household and corporate relationships.
"Growing this business requires building lasting relationships with both B2C and B2B customers,” Mentzel said. “So, we love someone with a sales background. Someone willing to go out and build connections. As a franchisor, we support the systems, launch and initial marketing. But it’s the operator who takes those systems and maximizes them."
The investment for a single-territory urSwim business ranges from $76,260 to $106,850. Multi-territory paths with an estimated initial investment between $101,760 and $362,350 are also available for those looking to scale quickly. The initial franchise fee is $44,500 (with the brand offering a 50% discount for qualified existing swim instructors).
"I can’t stress enough that this is not a fad brand," Mentzel said. "Swimming isn’t a fad. This is critical work that needs to be done. So, if a franchisee wants to build a business that’s financially successful and also has real community impact, they should seriously consider this category. "
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/urswim.
urSwim
SPONSORED
With 50,000 lessons completed and an aggressive 2026 expansion targeting Florida, Maryland and Virginia, urSwim is replacing fragmented local providers with a smart B2B and B2C revenue system.
Swim education has historically been a splintered space, one often caught between higher overhead brick-and-mortar facilities and informal, fragmented local providers. But urSwim, an emerging leader in the $9 billion swim education sector, is disrupting that landscape by offering an asset-light franchise model prioritizing both business-to-consumer and business-to-business revenue streams. With a focus on modern, technology-led operations, the brand is attracting a wave of motivated operators looking to make a lifesaving impact on their communities while building a scalable enterprise.
“Now, it’s about reach. We’re moving into a high-growth phase with a target of opening three to six new franchise locations in 2026 alone,” said urSwim founder and CEO Marina Mentzel. “My thesis has been confirmed: there is a seven-figure opportunity in front of motivated operators who can leverage our levers — the B2B and B2C streams — to meet the massive white space in their communities. With pool construction on the rise and a distinct lack of professional providers, we are gaining a lot of traction because this is a service that is hard to replicate.”
Founded on Long Island in 2011, urSwim began with a mission to provide professional, on-site swim instruction and pool management. The flagship corporate location was a success. In an effort to target new markets, the brand began franchising in 2022 and today has completed more than 100,000 lessons. While traditional swim schools can require millions of dollars in real estate development, the urSwim model was created to be both mobile and versatile.
The brand differentiates itself through a unique dual-vertical approach. Franchisees don’t just offer private and group lessons to families, they also provide lifeguard staffing and pool management services to commercial accounts, fitness centers and community clubs. This B2B component provides a layer of stability and reach that few competitors can match.
"It makes us very unique. We’re the only brand in our category that has those capabilities and leads in that dual direction,” Mentzel said. “So, our goal isn’t just to provide swim instruction. It’s to provide swim instruction and water safety. Making sure operators are invested in delivering that within their communities is really important. And we do find that disruptive."
A key to the urSwim opportunity lies in the brand’s commitment to a low-investment model that’s light on required assets. It’s an intentional design. It’s one that allows entrepreneurs to enter the space without the burden of heavy debt that’s often associated with the construction of larger facilities. urSwim does use branded service vehicles to deliver on-site instruction with convenience. But the business is actually anchored by an administrative office that can be managed from a home setting. It’s the type of mobile-first approach that helps lower the barrier to entry. It also ensures the brand remains visible at the local level.
The brand has also invested heavily in technology, which helps streamline processes, boost operational efficiency and enhance ease of booking for both customers and franchise owners alike. The urSwim system utilizes advanced business management tools like Mindbody to handle scheduling, payments and customer relationship management. And, moving away from the industry standard of bright murals and cartoony fish decor, urSwim delivers a clean, modern look in a sophisticated environment built around water safety.
"From the outset, the goal was always to build an asset-light franchise model," Mentzel said. "I was comfortable making the errors and missteps along the way so I could build something that would minimize those for future franchisees. By streamlining the operations and technology, we free our partners up to focus on building deep community connections while delivering lifesaving skills that make a real impact."
Franchisees enter the urSwim system with a structured support network. One advantage lies in the way the system was designed specifically for scalability. The initial training program is held in Long Island, New York (covering 40 hours of classroom and on-the-job instruction). From staff recruiting and program execution to financial management and royalty reporting, the curriculum dives deep into daily operations.
Beyond the initial training program, the brand provides a framework that’s flexible and allows franchisees to adapt to their specific territory. Operators can deliver services in two ways:
"I was very intentional about building levers into the brand that franchisees can pull to succeed based on what their community needs," Mentzel said. "Not every community needs a big-box, brick-and-mortar swim school. The question is how we deliver the same level of success through alternative ways of providing the service."
The demand for aquatic services is on the rise, driven by a consistent increase in pool construction across the U.S. Because swimming is a vital lifesaving skill, it remains a recession-resilient service that parents and communities shouldn’t compromise on.
Mentzel points out that while the $9 billion industry is vast, it’s currently suffering from a lack of qualified professional providers capable of scaling. “Amazon isn’t going to be able to produce swim instructors, no matter how hard it tries,” she said. “This is a recession-resilient service that is truly needed.”
With this in mind, urSwim is moving into an aggressive expansion phase. Building on the success of its six existing locations in New York and Connecticut, the brand is now targeting between three and six new franchise openings for 2026 alone. To meet this rising demand, urSwim is specifically focusing its current growth efforts on high-priority markets in Florida, Maryland and Virginia.
urSwim is looking for motivated community advocates who are comfortable in sales-driven roles and building local connections. The ideal franchise ownership candidate should understand the needs of their specific territory and should also be able to leverage urSwim’s flexible model to build both household and corporate relationships.
"Growing this business requires building lasting relationships with both B2C and B2B customers,” Mentzel said. “So, we love someone with a sales background. Someone willing to go out and build connections. As a franchisor, we support the systems, launch and initial marketing. But it’s the operator who takes those systems and maximizes them."
The investment for a single-territory urSwim business ranges from $76,260 to $106,850. Multi-territory paths with an estimated initial investment between $101,760 and $362,350 are also available for those looking to scale quickly. The initial franchise fee is $44,500 (with the brand offering a 50% discount for qualified existing swim instructors).
"I can’t stress enough that this is not a fad brand," Mentzel said. "Swimming isn’t a fad. This is critical work that needs to be done. So, if a franchisee wants to build a business that’s financially successful and also has real community impact, they should seriously consider this category. "
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/urswim.
Sign up for the 1851 Franchise newsletter to get our biggest stories before everyone else
By signing up, you agree to our user agreement (including class action waiver and arbitration provisions), and acknowledge our privacy policy.
No related articles found
