On May 26, Swimtime will be 25-years-old. it’s time for a glass of champagne and a big slice of cake, although not in the vicinity of any of our swimming pools, please!!
Gosh, it seems like only yesterday, but it was actually back in 1997 when Linda Price first started giving swimming lessons at a venue in Cheshire.
Making a big splash
Linda had a talent for teaching and she created a huge splash in the local area. So much so that she decided to expand the business by taking on teachers and organising courses at a number of different pools.
Struggling to keep up with the rapid growth, Linda invited her husband, Barry, to join the business to add invaluable experience. Together they came to the conclusion that the only sensible way forward was to franchise the business. This was the bold step they took in 2002.
Steady growth
The expansion was steady and in 2010, Swimtime became a full member of the British Franchise Association (BFA). Within a few years, the company was turning over £3 million a year and had 3-4 full-time staff based in their offices in Manchester.
The next big step forward for the business occurred in 2016 when entrepreneur, Theo Millward, bought the business with a clear vision for further success.
Digital revolution
Theo had previously worked in another company associated with teaching swimming and he had noticed that the process of booking lessons over the phone was taking an average of 15 minutes per person. Far too long for anyone.
The industry as a whole was very low tech and Theo was determined to give Swimtime a strong competitive edge by taking it through a digital transformation.
Booking in less than 60 seconds
Theo also saw huge potential in taking a holistic view of the customer journey and sharpening it up at every touchpoint. He saw no reason why the whole booking process couldn’t take place in less than 60 seconds using a mobile.
Theo instigated the launch of the multi award-wining FranScape digital platform as a focal point for change and improvement. Swimtime now uses artificial intelligence to deliver an all-round customer experience that includes easy booking and payment. The platform also helps our teachers stay in control with all the information they need at their fingertips 24/7.
50% growth
With dynamic Theo at the helm, the rate of growth at Swimtime has accelerated dramatically. The business is now 43% bigger than it was pre-pandemic with an annual turnover of approximately £6 million.
Swimtime is now one of the largest independent swim schools in the UK teaching over 20,000 swimmers a week in over 250 venues.
We’re so proud of our story so far - and here’s to the next 25 years!
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