At SWIMkids USA, the secret to success is small classes, a
cutting-edge water-disinfection method and marketing efforts that
are helping to make the Mesa, Ariz., facility a household name in
The school includes three indoor pools between 3- and 4.5 feet
deep. Upon entering the facility, patrons are greeted by the scent
of coconut, the sounds of steel drum music and the sight of
brightly colored, beach-themed murals. It’s all designed to
make families feel as if they’re taking a beach vacation,
whether they have come for lessons or recreational swimming.
To further enhance the class experience, pool systems are
state-of-the-art. SWIMkids uses supplemental ultraviolet
disinfection and salt-chlorine generation.
Additionally, management strives to keep swim classes small,
typically three students to one instructor. This allows for lots of
one-on-one and hands-on instruction.
To make an impact on the community and draw more people into the
facility, the SWIMkids’ staff is branded as water safety
experts. They undergo rigorous training and regularly speak to
local groups and school children about water safety and the
benefits of learning to swim. They provide water safety materials
free to the public and host “Water Safety Days,” which
provide free swim lessons to the public. Because of staff
members’ expertise, they are frequently interviewed by the
To keep regular patrons informed of upcoming events, SWIMkids
publishes a monthly newsletter called the Wet Gazette.
All these efforts have served SwimKids well. Started in a backyard
pool in 1998, it now serves more than 2,000 clients annually.