Goldfish Swim School
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16th June 2023
The Story of Our Swim School | About
Our Story
Passionately Building Character One Stroke at a Time
You feel it the moment you walk in. Something different. It’s more than vibrant colors chosen to inspire kids. More than a curriculum crafted to not only teach kids how to swim but also to build their character through guided play. More than a shiver-free pool heated to 90°. There’s something more. Something unexpected. Something that propels Goldfish Swim School beyond typical. It’s passion.
Not just a passion for kids or a passion for swimming…it’s a special passion for changing – even saving – lives by teaching kids to swim.
A passion born in the heart of a mom – driven by her love for children, swimming and a desire to deliver an unmatched “Golden Experience” for kids and their families.
Our revolutionary Perpetual Lessons model includes:
• One life-guard certified instructor for every four children
• Year-round swim lessons for children 4 months to 12 years and for swimmers of all abilities
• Our proprietary Science of SwimPlay® Curriculum focused on teaching swim and safety skills while building character through guided play
• Curriculum focused on teaching swim and safety skills while building character
• Flexible scheduling to accommodate even the busiest family’s schedule
• And much, much more
Goldfish History
The Goldfish Experience was born when Co-Founder Jenny McCuiston realized the demand for quality swim instruction after teaching swim lessons at a local swim club in the summer of 2000. She became increasingly busy with customers, and her business grew steadily throughout the summer. In the summer of 2004, Jenny decided to teach swim lessons at a nearby country club. Jenny, again, realized the great need for quality swim instruction as she regularly accumulated a waiting list and her clientele grew to record-breaking numbers for the club by summer’s end.
So, with the help of her husband Chris, Co-Founder of Goldfish Swim School, they began researching the swim industry in late 2004. They traveled the country, learning from other swim school owners at several swim school conferences before beginning the two-year development of their business plan. In early 2005, Jenny created the systems that Goldfish still uses and improves upon to this day, and it was also at that time that she and Chris dreamt up their rustic beach house decor, all from the kitchen of their home.
After the two years of research, and a lot of hard work, Chris and Jenny opened Goldfish Swim School in Birmingham, Michigan on March 20th, 2006. They opened with over 500 students enrolled and, within two years, the business had grown to teach more than 2,000 students per week.
Since opening its first franchise in 2009 in Farmington Hills, Michigan, Goldfish Swim School has continued to grow across the country. There are currently over 65 schools open or in development in more than 17 states. Today, Goldfish is proud to teach more than 50,000 students per week how to swim and how to be safer in and around the water.
Learn More About Our Founders
Jenny McCuiston, Co-Founder:
Busy mother of four
16-time High School State Champion swimmer
17-time Collegiate All-American at the University of Arizona
Two-time Olympic Trials qualifier
Degree in Early Childhood Development & Family Studies
Chris McCuiston, Co-Founder:
Busy father of four
Former Captain of the Michigan State University Baseball Team
Single-Season Record-Holder at Michigan State University
Drafted into the Detroit Tigers Organization
Degree in Finance
Awards & Designations
Entrepreneur of the Year – by Ernst & Young
Best Franchise Headquartered in Michigan – by Investment Watch Blog
Top 200 Franchises – by Franchise Business Review
Top 50 Franchises for Franchisee Satisfaction – by Franchise Business Review
Top 50 Franchises for Women – by Franchise Business Review
Best of the Best – by Entrepreneur Magazine
Hot Franchise Trends – by Entrepreneur Magazine
Best Franchise for Any Budget – by Entrepreneur Magazine
Franchise 500 (2016, 2017, 2018, 2019, 2020, 2021, 2022) – by Entrepreneur Magazine
Michigan Economic Bright Spots (2016, 2017) – by Corp! Magazine
Brightest & Best in Wellness – by Brightest & Best
Rising Entrepreneur (2015) – by Jewish Vocational Services
Entrepreneur of the Year Finalist (2013, 2014, 2015, 2017) – by Ernst & Young
Top 200+ (2016, 2017) Franchise Systems (Up and Coming) – by Franchise Times
Best swim lessons (2012, 2013) – by Hour Detroit
5000 Fastest-Growing Private Companies in America (2013, 2016, 2017) – by Inc.
Best of Association – Facility – by US Swim School Association
Best of Association – Magazine Print Ad – by US Swim School Association
Elite 40 Under 40 – by Oakland County Executive L. Brooks Patterson
Best of Michigan Business (Family Business) – by Corp! Magazine
Various “Best of…” Awards in multiple markets across the U.S. – by various local/regional publications
The Golden Experience
We take pride in providing a golden experience! We go above and beyond to nurture a culture that provides great customer service.
Get in touch with our swim school team at {F:P:Sub:cookie:L:Phone} to learn more about our accolades and our story.