Liquid Lifestyles views social media like a window through which the community can view its program. To facilitate that, its management team incorporated literal windows into its shipping container swimming pools.
Underwater viewing panels in the swimming school’s custom pools provide a unique vantage point for viewing the lessons, not only to parents and guardians in attendance, but also social media followers who see the photos and videos taken through the windows. Facebook and Instagram posts mirror what parents see on deck — real kids learning, real coaches instructing, and real progress being made. That transparency lowers first-day nerves, clarifies expectations, and supports a brand promise of small ratios and professional instruction.
“Our facilities dovetail into our social media success, because those windows allow us to capture a lot of cool stuff all the time,” says Co-founder Mike Cousino.
In Real Time
The content reflects a simple philosophy: Be there, be useful, and be genuine, Co-founder Leah Morris explains.
The team posts practically in real time, chronicling the flow of a normal day — with, say, quick clips of comfort breakthroughs, a tidy sequence explaining the correct head and hip position on a back float, or capturing a “first underwater high-five” moment at the viewing window.
“I’ve been schooled by experts to just schedule the posts,” Morris says. “But for me, authenticity is the driver. What happened today is what I post. A month of canned content doesn’t sit right with me.”
Sharable moments, measurable results
The steady stream of real instruction has measurable echoes offline: Families report that they followed for months before enrolling, prime-time classes fill quickly, and the school sees sustained growth.
Now 650-plus monthly students attend the Westlake location, with the North Royalton school accelerating. And this all happens without heavy reliance on paid advertising.
Liquid Lifestyles employs an intentionally unified audience strategy. Rather than split accounts by location, it maintains a single presence reflecting one curriculum and culture. The voice stays consistent, and the message stays clear. This strategy also prevents the feed from feeling repetitive or spammy.
What the school doesn’t publish matters, too. No stock photos. No generic “tips” divorced from what actually happens in class. Instead, the team leans on milestone celebrations and coach spotlights to humanize the program, and they regularly spotlight mission work — Hope Floats scholarships, free-lesson commitments, and safety education — so families see a school that invests in the community. The result is a following that advocates on PTAs and neighborhood forums before staff ever needs to chime in. Inquiries arrive by DM; referrals ignite in the comments.
The team has learned some technical tricks of the trade to create the best posts. The facility’s combination of overhead lights and pool water tends to wash out photos, but a quick white-balance pass keeps water blue and skin tones natural — an easy fix that pays off when parents re-share a clip in their own feeds. Photogenic rituals, such as the “level-up” bell that kids ring when they advance to the next level, create more moments that parents can share on social media, further spreading the school’s brand.
Liquid Lifestyles’ strategy shows that the most effective marketing comes from simply teaching well and letting people see it.
