CM Swim Co.

1. Filling your swim lesson schedule first come, first served.

It might feel like the easiest way to fill your schedule, but it often leaves instructors with families who aren’t fully committed, show up late, constantly ask for makeups, and put their kids right back into floaties after lessons.

The instructors with the strongest businesses aren’t just filling spots, they’re choosing who they work with.

2. Pricing your lessons based on what everyone else charges.

Your swim lesson business needs to be profitable.

Charging the same as the instructor across town doesn’t guarantee that, because your expenses, experience, demand, and personal goals aren’t the same as theirs.

Your pricing should be built around your business, not someone else’s.

3. Hoping word of mouth will keep you booked.

Word of mouth is incredible.

But your business shouldn’t depend on it.

The instructors who consistently stay full with quality swim lesson families have multiple ways for families to find them.

Referrals are only one piece of the puzzle, not the entire marketing plan.

💦 Follow along for swim lesson business & marketing strategies that help you build a profitable business without burning yourself out.

I think this is one of the biggest misconceptions in the swim lesson industry.

When someone tells us our lessons are expensive, our first instinct is often to question our pricing.

But very few people stop to ask:

• Does that price actually cover the cost of running the business?

• Does it allow the instructor to pay themselves a reasonable salary?

• Does it account for taxes, insurance, pool rent, software, continuing education, and all the hours spent outside the pool?

• Is it sustainable long term, or does it require teaching until you’re completely burned out?

Parents are absolutely allowed to decide whether your program fits their budget.

But that doesn’t automatically mean your business has to be affordable & accessible to everyone.

I know that sounds harsh.

But you’re only one instructor.

Even if you cut your prices in half, you still couldn’t teach every child who needs swim lessons.

💦 Where do you think the pressure to keep swim lessons “affordable” comes from? Parents? Other instructors? Or ourselves?

It’s never fun to tell a parent I can’t accommodate their child in my swim lessons.

But the reality is, 3–4 hours of lessons per day is my max.

That time includes lessons for both new students and returning students.

And over 93% of my students return for refresher and skill advancement lessons within 12 months.

Returning students and their siblings are always given priority.

Which means only a small number of time slots are available for new families each session.

And those spots are reserved for families who are all in on water safety and fully committed to the lesson program.

After 20 years of teaching swim lessons, a method that delivers real results, and countless hours creating an experience that is personal, intentional, and never transactional…

Many Sacramento moms are applying for what can be as few as 4 time slots.

I know you want the highest quality swim lessons for your kids, and I refuse to sacrifice that for quantity.

💦 Follow along for more Sacramento swim lesson info, behind the scenes of running a swim lesson business, and water safety tips.

Our mission:
Saving Little Lives®