About us

The Swimtime Story

Theo Millward

Swimtime owner, Theo Millward.

Swimtime was founded in 1996 by Linda and Barry Price. The beginnings were humble – the couple wanted to teach their children how to swim but couldn’t find local swimming lessons that would have been well taught and fun. Linda, a qualified swimming teacher, decided to do it herself. Her approach quickly caught the eye of local parents and her private endeavour turned into a successful swim school.

The potential for expanding the business was huge and within a few years Swimtime developed as a brand and turned into a national franchise. Today Swimtime has 19 franchisees in England, Wales and Scotland. Today Swimtime independent teachers teach thousands of children every day, all across the country. We are famous for our high standards, as well as for effective and fun methods of teaching. Our franchisees have won numerous awards for their businesses, a prestigious British Franchise Association Franchisee of the Year Award being just one of them.

Since early 2016 Swimtime has been led by its new owner, Theo Millward – a former CEO of Swimming Teachers Association (STA). Theo, with his extensive experience in the leisure sector and innovative approach to developing the business, is taking the established brand into the new stage of expansion and investment in new operations.


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Please enter your postcode or town into our map search (above right). We look forward to seeing you in the pool soon.