Initial Investment

Initial Investment £20,000

Ongoing Fee


Training provided



What is a franchise?

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Five reasons to start a franchise

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Established in 1998, operating in hundreds of venues, teaching over 20,000 people to swim a week, multi, international award-winning bespoke software, Swimtime is continuing to evolve, demonstrated by our progressive culture inspiring progress in everything we do.

Do you have what it takes?

Passionate, hardworking, community-focused, business minded, and a progressive attitude are just some of the qualities that are shown in our Swimtime franchisees.  We look for these qualities in our potential franchisees

Swimming teacher speaks to children at the side of a swimming pool

Training and support

Over time, Swimtime have developed a comprehensive training programme, delivered by experts in their field, that fully supports a franchisee to succeed from day 1.

You will receive one weeks training, tailored to your experience and skill set, delivered by our in-house specialists, including topics:

  • Accounts
  • Systems
  • Marketing
  • Day to Day Operations
  • Business Planning and Growth
  • Industry best practice
  • The SwimTime Model

In short, everything you need to start a Swimtime Franchise is covered in this initial training, and it does not stop there, training is ongoing.

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Financial information

*Existing territory £20,000 plus a valuation of the existing business based on a prescribed formula

*At Renewal – Legal fees may apply

You should aim to have at least 6 months of your living expenditure held in cash to help you start and grow your business.

Our family of small businesses teach over £5,000,000 worth of swimming lessons every year.

Ongoing royalties are just 11.50%

Franchise areas all develop at difference speeds based on a wide range of factors, the main one being the effort and commitment put in by the Franchisee. Our top performing Franchisees can have a turnover of over £500,000 and enjoy profits of over £100,000 a year.

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Heather Ratcliffe – West Mids (bfa awards finalist 2020)

I have been working with Swimtime for 14 years. For five years I was teaching swimming every day of the week and then took on an administration role for my franchise area office. In 2011 I had an opportunity to buy a Swimtime franchise and continue to grow the business in my area. I knew that ongoing support from Central Office would be offered and with that in mind felt this was a fantastic exciting challenge to take.

Each day is different and generally involves answering emails and phone calls for new and existing clients, planning and organising new courses, looking for sites and recruiting teachers. Most importantly I like to have contact with swimming teachers and club managers to ensure the swim programmes are running to the highest possible standards.

My biggest challenge was in the first three months of taking on the franchise, I lost three venues which meant finding new pools to transfer swimming programmes to. Now I have a busy swim programme and have built up Swimtime’s reputation in the Midlands region.

If you are thinking of buying a franchise, you must be passionate about the business, be self-motivated and willing to work seven days a week in the early days, to see results.

My future plans are to continue to grow my franchise area to enable me to have a bright and comfortable future.

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Jane McCahill – South West

I chose Swimtime because it was an opportunity to run my own business. Owning a Franchise meant I would receive full support from the Franchisor and Central Office team. This is the benefit of Franchising with a company whose reputation continues to grow through a high-quality, award winning, national brand.

I was at a crossroads in my career in Customer Service at the time. My background was in retail and although I was new to the swimming industry my business and customer experience was very relevant and beneficial. I am passionate about offering the best quality swimming lessons and highest possible levels of service to every one of our customers.

Every day is different and subject to change, so flexibility is vital! I communicate with customers, instructors and club managers daily either face to face or by phone and keep on top of everything that is happening utilising the extensive range of management information provided through our award-winning software. I have great support in the office too which is so important. This enables me to also focus on all other aspects of my business – future growth opportunities, marketing, recruitment, accounts.

The main challenges are juggling all my responsibilities and seeking opportunities for growth in a difficult economic environment. I look after a large geographical area so prioritising and understanding different demographics and local economies is also a challenge.

I would advise anyone thinking about buying into a franchise to research the market fully. Look at the company, product, technology, and opportunity before investing. I am definitely a supporter and am so glad that I took the chance to do something for myself and my family. I am fully focussed because it is my business. The development of my Swimtime Franchise, its reputation and success is all down to me!

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