For cousins Will and Mark, franchising with Goldfish Swim School has been more than a business decision — it’s been a shared journey built on trust, growth, and a deep commitment to the communities they serve. What started as a leap of faith has grown into a multi-unit operation spanning two markets, with three Goldfish Swim School locations in Atlanta and one in Seattle.

Working together as a family added another layer of meaning to their experience. It meant learning how to balance leadership, partnership, and shared responsibility — all while building something they could be proud of together.

A Franchise System That Is a Team

From the beginning, Will and Mark were drawn to Goldfish Swim School for its mission — but what truly set the brand apart was the multifaceted support system behind it. Whether it’s hands-on help in the pump room, comprehensive lifeguard training, or guidance on expanding into new markets, they’ve never felt like they were navigating the journey alone.

As their business grew, that support became even more valuable. Opening additional locations came with new challenges, but having a franchise system that shows up — operationally and strategically — gave them the confidence to keep moving forward.

Life as Owners: Always Changing, Always Rewarding

Ask Will and Mark what a typical day looks like, and they’ll tell you there really isn’t one. Being deeply rooted in their communities means each day brings something different — a new challenge, an unexpected win, or a moment that reminds them why they chose this path.

That variety is one of the things they love most. From connecting with families to supporting their teams, no two days are the same — but they’re all filled with purpose. Even on the busiest days, there’s a shared excitement knowing the work they’re doing truly matters.

Trusting the Team — and Themselves

Looking back on their first year, Will and Mark are honest about the learning curve. One of the biggest lessons came down to letting go.

Mark admits that in the early days, he felt the need to be involved in every decision. Like many new business owners, he worried that stepping back might lead to mistakes. Over time, he realized that by micromanaging, he was unintentionally holding his team — and the business — back. Trusting the training, empowering their leaders, and allowing others to step into ownership made a meaningful difference.

Once they shifted their focus from the day-to-day details to the bigger picture, everything began to change.

Evolving as Multi-Unit Operators

As Will and Mark grew into multi-unit ownership, communication became the foundation of their success. Weekly manager meetings now serve as a touchpoint to align on goals, review KPIs, and keep everyone moving in the same direction.

They also prioritize time in their schools, making regular visits and increasing their presence when a location needs extra support. That balance — between trust and involvement — allows them to stay connected without losing sight of long-term growth.

Words of Advice from the Pool Deck

For those considering franchising with Goldfish Swim School, Will and Mark offer an honest perspective: it’s not easy — and that’s okay.

Some days are stressful. Others are incredibly fulfilling. But the rewards of being a small business owner, especially one rooted in purpose, far outweigh the challenges. Success comes from having the right people in the right roles and trusting them to lead. When you do, the impact goes far beyond the pool.

For Will and Mark, this journey — building something meaningful together as cousins — has been worth every challenge. They can’t imagine doing anything else.