British Swim School’s location count has reached new heights in recent years, crossing the 200-unit mark in 2023 and 300 in 2024. Systemwide sales also increased 72.4 percent from 2022 to 2024.
British Swim School improved on its No. 18 ranking last year thanks to accelerating sales and unit growth. President Ashley Gundlach said shepherding the ongoing success means keeping the foundation of the brand intact while taking on new initiatives to improve the concept.
This includes expanding where brand programs can be accessed while keeping the curriculum consistent.
“Our philosophy centers on staying true to what made us successful in the first place, a proven program that saves lives and builds confidence in the water,” Gundlach said. “At the same time, we know thoughtful evolution matters, which is why we’re deliberately expanding into areas like our young adult program.”
Ashley Gundlach is the president of British Swim School.
Another example, Gundlach said, is finding new ways to add pool partnerships to the network. She said this allows franchisees, who under the model rent space rather than build pools, to find additional access to water in fitness centers and hotels.
In 2022, British Swim School had 147 units, and by 2024, it reached 317, a 115.6 percent rise. Sales steadily increased from $51 million in 2022 to $88 million in 2024.
To continue those trends, Gundlach said the brand must navigate development while staying committed to its philosophy.
“As we grow, one of our biggest challenges is finding the right balance between systemizing processes for scalability and allowing local flexibility where it makes sense,” she said. “Because what we did as a system with 50 owners no longer works with 200-plus.”
British Swim School is part of Buzz Franchise Brands.