About Us

Swimtime, founded in 1998, is the largest independent swim school in the UK.

We teach swimming lessons to tens of thousands of people every week across hundreds of pools in the UK through a network of small, family run businesses.

Our Purpose

To teach the world to swim in the most compelling and memorable way possible that ensures the knowledge is retained for life. 

Our Values

Swimtime Family

  • Respecting the customer
  • Creating long lasting relationships
  • Supporting and developing each other

Socially Responsible

  • Recognising the needs of individuals
  • Progressive attitude
  • Socially inclusive

Raising the Standard

  • Committed to the individual’s potential
  • Setting the tone of our profession
  • Championing the highest standards

Engaging our Communities

  • Recognising local interests
  • Embracing cultural diversity
  • Being part of the social fabric


British Franchise Association (BFA) – Swimtime is an accredited franchise operator, with full BFA membership.

International Swim Schools Association (ISSA) – Swimtime is not only a member of the but also an advisor.

Living Wage Foundation – Swimtime is an accredited member.

Swimtime’s award scheme in endorsed by the ISSA

Award Winning

Swimtime has received a number of award nominations and wins in recent years:


  • Workbuzz – 5 Star Franchise Satisfaction – Winner
  • BFA Awards – Lifestyle Franchisee
  • Quality Franchise Association – Virtual Business Awards
  • UK Business Awards – Innovation of the Year / Team of the Year – Winner
  • Encouraging Women into Franchising (EWIF) – Franchisee of the Year
  • Elite Franchise Top 100


  • International Customer Experience Awards – Winner
  • Digital Experience Awards – Double Winner
  • BFA Awards – Social Enterprise
  • UK Active – Digital Transformation
  • Australian Swim School Association – International Swim School
  • Great Britain Entrepreneur Awards – Scale Up (Midlands)
  • Elite Franchise Top 100
A picture of Theo and Rachel from Swimtime, collecting their International Customer Experience Award in 2019
Swimtime winning the International Customer Experience Awards in 2019


Our Technology places us head and shoulders above the rest. As an example, to help bring swimmers back to the pool post COVID 19, Swimtime developed MyPass, a unique contactless entry system.

Designed by Swimtime utilising the multi award winning FranScape platform, Swimtime has the power of cutting edge A.I. behind it to deliver not just personal swimming lessons, but an incredible all round customer experience.

All our technology follows mobile first design principles.