A Modern Aquatics Business, Built to ScaleurSwim was created to solve a broken swim education system and one dominated by expensive facilities and scattered local providers. After more than a decade refining operations in New York and Connecticut, the brand expanded into franchising with a streamlined, territory-based model that delivers swim instruction, facility programming and professional lifeguard services under one umbrella. Today, urSwim equips franchise owners with a structured operating system designed to generate revenue across residential, community and commercial channels.

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Success in this business comes down to leadership. We look for franchise partners who are comfortable building local relationships, hiring and developing teams, and driving growth in their market. Our internal culture is disciplined, safety-focused and execution-oriented, because delivering swim instruction and aquatics management at a high level requires consistency and accountability. If you want a brand where effort, standards and community presence matter, you’ll fit right in.

Operators First. Mission Always.

About Us

Build a business that becomes the trusted aquatics provider in your territory. From backyard pools to municipal partnerships, urSwim owners position themselves at the center of their local water safety ecosystem.<a target="_self" rel="noopener noreferrer" class="text-link underline" style="color: #3b82f6; cursor: pointer;" href="https://1851franchise.com/landing-page/preview/173#:~:text=to%20your%20community.-,Ready%20to%20Own%3F,-Please%20complete%20the"> START YOUR OWNERSHIP JOURNEY &gt;</a>

Lead Your Market

Skip the massive construction loans and long development timelines. This model launches quickly, operates lean and grows through relationship-driven expansion— not expensive real estate.<a target="_self" rel="noopener noreferrer" class="text-link underline" style="color: #3b82f6; cursor: pointer;" href="https://1851franchise.com/landing-page/preview/173#:~:text=to%20your%20community.-,Ready%20to%20Own%3F,-Please%20complete%20the">REQUEST FRANCHISE DETAILS &gt;</a>

A Smarter Way Into the Swim Industry

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Start the conversation with our development team to learn more about territory availability, investment requirements and what it takes to launch in your market. Whether you’re early in your research or prepared to move forward, we’re here to guide you through the next step.

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urSwim Reimagines Water Safety With Flexible Home-Based Lessons and Professional Aquatic Management

urSwim Franchise Costs, Fees, Profit and Data for 2026

How urSwim Is Consolidating the $9 Billion Swim Education Industry with an Asset-Light Model

How urSwim Is Expanding Access to Swim Education Through Franchising

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Franchising can be an exciting and rewarding way to start your own business. Before diving into the world of franchising, it's essential to do your research.  Allow us to provide you with an overview.

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WHY US

INVESTMENT

OUR STORY

OUR CULTURE

GROWTH MARKETS

RESEARCH

No Pools. No Million-Dollar Buildouts. Just a Scalable, Dual-Revenue Model Bringing Lifesaving Skills to Underserved Communities.

OWN A URSWIM FRANCHISEA Low-Investment Swim School Disrupting a $9B Industry

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urSwim franchise territories are strategically awarded to ensure operators have meaningful room to grow and build market presence. With expansion focused on high-demand, underserved regions, now is the time to secure protected territory before it’s claimed. Explore availability in your area and take the first step toward owning a swim education and aquatics management business designed for long-term growth.

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Ready to Own?

$76,260 – $106,850*

Company-Owned Performance (2024 Gross Sales) Long Island, NY (Equivalent to 6 Territories):

$9B essential industry.

INVESTMENT SNAPSHOT

See what it takes to launch an asset-light swim education business in a

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Swim education is a $9B+ fragmented industry with massive white space and limited scalable operators. With more than 10 million residential pools nationwide and drowning remaining a leading cause of death for young children, demand for professional, accessible swim instruction continues to rise. Yet many communities remain underserved, which creates opportunity for disciplined franchisees to step in, consolidate local demand and build recurring revenue in a recession-resilient, essential service category.

THE $9B OPPORTUNITY

Why the Industry

Launch with confidence through hands-on training at our corporate headquarters. We cover operations, instructor standards, staffing, marketing, financial management and safety protocols, so you open with a proven playbook, not guesswork.

Comprehensive Initial Training

From scheduling and payments to CRM and reporting, our integrated business management system streamlines daily operations and frees you to focus on growth, relationships and community impact.

Built-In Technology &amp; Systems

You’re backed by a founder-led team with over a decade of field experience. From staffing strategies and local marketing to scaling B2B partnerships, we provide the structure and guidance to help you grow intelligently.

Ongoing Operational Support

Comprehensive training and ongoing support for your success.

SYSTEMS, TRAINING &amp; TECH

Our Support System

Meet Marina Mentzel Founder &amp; CEO

Marina Mentzel is the founder and CEO of urSwim, a decade-long operator who built the brand from a single territory into a scalable, franchise-ready system, completing more than 100,000 lessons. A former attorney turned entrepreneur and graduate of the Goldman Sachs 10,000 Small Businesses program, Marina engineered urSwim as an asset-light, dual-revenue model designed to expand access to water safety while creating meaningful ownership opportunities. Franchisees don’t just join urSwim, they partner with a founder who has built, refined and proven the playbook herself.

Meet Brenna DowdDirector of Operations

Brenna Dowd serves as Director of Operations at urSwim, bringing more than a decade of hands-on experience within the system after starting as a swim instructor in 2014. A former collegiate swim captain at Ithaca College, Brenna has grown alongside the brand — helping refine instructor standards, streamline field operations and scale service delivery across territories. Her deep institutional knowledge and operational discipline ensure franchisees execute with consistency, professionalism and the high safety standards the urSwim name represents.

Meet the experienced professionals dedicated to your growth.

LEADERSHIP YOU CAN BET ON

Leadership You Can Bet On

“After helping build the urSwim system from the inside, investing in my own territory was an easy decision. I saw firsthand how much communities need accessible swim education and I knew this model worked. Stepping into ownership gave me a new perspective on what franchisees truly need to succeed, and it reinforced how achievable this business is for leaders who know how to build teams and relationships. urSwim isn’t just a swim school; it becomes a hub for families. If you care about community and want a business that delivers purpose, growth, and profit, this is it.”

Success Stories

“Hiring urSwim to run swim lessons at our beach club has been one of the best decisions we’ve made. Their instructors are professional, patient and exceptional with our families. Parents consistently tell us how much their children look forward to lessons each season. After six summers together, urSwim has become a trusted part of our community and the best swim provider our club has ever partnered with.”

“urSwim went above and beyond to ensure a safe and successful swim season. From the initial site visit and safety planning to staffing and daily execution, every detail was handled with professionalism and precision. Their Aquatics Directors managed large instructor teams seamlessly, ensuring each group received structured, high-quality instruction. Partnering with urSwim allowed us to focus on running our camp while knowing our aquatics program was fully covered by experts.”

Asset-Light. Territory-Driven. Launch for $76K–$106K without building or buying a pool.

Dual-Revenue Engine. Generate income from both B2C swim lessons and B2B lifeguard staffing + pool management.

Proven Million-Dollar Blueprint. Corporate territory equivalent surpassed $1.1M in annual gross sales.*

Operate Where Others Can’t. Penetrate “swim school deserts” and underserved markets big-box brands ignore.

Recession-Resilient Demand. Water safety isn’t discretionary. Drowning remains a leading cause of death for young children.

Seasonal Surge, Scalable Model. Capture up to 80% of revenue in peak season while building year-round partnerships.

Mobile-First Flexibility. Deliver services at homes, HOAs, camps, municipalities, and licensed indoor facilities.

Impact + Income. Build a profitable local business while delivering lifesaving skills to your community.