Our Story

How We’ve Revolutionized the Learn-to-Swim Industry

The story of Goldfish Swim School started with none other than a passion for swimming. Jenny McCuiston’s love for swimming began in her childhood and continued all the way through college. By the time she graduated from the University of Arizona, she was a 17-time Collegiate All-American and two-time Olympic Trials qualifier.

With a degree in early childhood development and family studies, Jenny had the intention of becoming a preschool teacher. However, she quickly started to miss swimming, so she began coaching a local swim team and saw there was a waiting list for swim lessons. She discussed the idea of opening a swim school in Birmingham, Michigan, with her husband, Chris. After realizing how different swim schools were across the country, Jenny saw the need for quality swim schools in Michigan that focused solely on children and she sought to make her new vision a reality.

Together with Chris, Jenny traveled the country to research the learn-to-swim industry and began the two-year development of their business plan. In early 2005, Jenny and Chris brought the Goldfish Swim School concept to life by conceptualizing the tropically-themed facility and developing the systems and processes that make the Goldfish Swim School model the premier brand it is today. With 90-degree pools and a fun, warm, colorful environment, Jenny used both her negative and positive childhood swimming experiences as a guide when designing the concept of Goldfish Swim School.

Making a Splash in the Franchise World

In March of 2006, Jenny and Chris opened the first Goldfish Swim School in Birmingham, Michigan, with more than 500 students. Within two years, the business had grown to teach more than 2,000 students per week. Chris’ brother, Andrew, came on board in 2008 when they began franchising. With the United States economy not doing well, Jenny, Chris, and Andrew were a little apprehensive about turning their thriving business into a franchise, but we’re excited to take the plunge. Jenny, Chris, and Andrew had the vision that as many children as possible throughout the United States should have the opportunity to learn to swim in a Goldfish Swim School environment.

Because their original location was so successful, they structured each franchise to follow the same systems. Today – just 14 years later – Goldfish boasts over 150+ locations nationwide with many more in the works. This track record of success, together with the unique systems and processes that have been created over this extended period of time, make Goldfish Swim School unique in the swim school industry. Our experience with franchising combined with the unique, proven processes we have in place separates us from every competitor in the industry.

Where We Are Today

Today, Goldfish teaches over 185,000 students system-wide on a weekly basis! In 2023, Goldfish Swim Schools will teach more than 10,000,000 swim lessons! Our commitment to the Goldfish culture extends to our franchisees, instructors, parents, and their children, as we work to not only make them an invaluable part of our story but also give them the tools to create stories of their own.

Our swimming lesson franchise has developed a strong market recognition and our national brand fund that supports our continued growth. We are also consistently recognized by Ernst & Young, Inc., Entrepreneur, Franchise Business Review and more!

Goldfish celebrates 150+ open schools througout the U.S. and Canada with more than 150 additional schools in development. This track record of success, together with the unique systems and processes that have been created over this extended period of time, make Goldfish Swim School unique in the swim school industry. Our experience with franchising combined with the unique, proven processes we have in place separates us from every competitor in the industry.