Goldfish Swim School Franchise FDD, Costs & Fees (2026)

Goldfish Swim School is a swimming instruction franchise offering swim lessons in a safe and engaging environment for children of all ages and abilities.

KEY FRANCHISE STATS

Franchisees

172

26%

Franchise fee

$50,000

Investment

$1,663,000 - $3,747,000

Revenue (AUV)

$1,980,000

-0.9%

Goldfish Swim School is a leading franchise in the learn-to-swim industry, dedicated to teaching life-saving and life-changing skills to children. The franchise was founded in 2006 by Jenny and Chris McCuiston in Birmingham, Michigan, where they opened the first Goldfish Swim School.

The concept quickly gained popularity due to its unique, child-friendly approach and the McCuistons' background in swimming and early childhood development. Today, the company is headquartered in Troy, Michigan.

Goldfish Swim School stands out in the industry with its proprietary curriculum called the "Science of SwimPlay®," which combines guided play with expert instruction to boost children’s cognitive and physical development while they learn to swim.

The swim schools feature tropical-themed facilities, including 90-degree pools designed to keep children comfortable as they learn. Since it began franchising in 2008, Goldfish Swim School has consistently expanded its reach, helping over 185,000 students learn to swim each week.

Initial investment

The initial investment required for a Goldfish Swim School franchise is $1,663,000 - $3,747,000. That is the total cost you would need to finance if you were to start this franchise. These costs are provided by the franchisor in the Franchise Disclosure Document.

Type of Expenditure	Amount
Franchise Fee	$40,000 - $50,000
Real Estate Fee	$0 - $2,500
Real Estate/Rent	$0 – $82,000
Architectural Fees	$34,500 – $85,000
Leasehold Improvements	$1,334,230 – $2,685,033
Insurance	$4,283 - $5,700
Training	$17,250 - $37,000
Furniture, Fixtures, Equipment, Computers, and Decor	$100,000 - $126,500
Initial Advertising Expense	$30,000 - $70,000
Licenses, Permits, & Deposits	$4,500 - $80,000
Legal & Accounting	$8,500 - $35,000
Project Manager/Owner’s Representative	$15,000 – $45,000
Water Tap Fees	$0 – $93,000
Additional Funds (3 months)	$75,000 - $350,000
Total	$1,663,263 – $3,746,733

Type of Expenditure	Amount
Franchise Fee	$40,000 - $50,000
Real Estate Fee	$0 - $2,500
Real Estate/Rent	$0 – $82,000
Architectural Fees	$34,500 – $85,000
Leasehold Improvements	$1,334,230 – $2,685,033
Insurance	$4,283 - $5,700
Training	$17,250 - $37,000
Furniture, Fixtures, Equipment, Computers, and Decor	$100,000 - $126,500
Initial Advertising Expense	$30,000 - $70,000
Licenses, Permits, & Deposits	$4,500 - $80,000
Legal & Accounting	$8,500 - $35,000
Project Manager/Owner’s Representative	$15,000 – $45,000
Water Tap Fees	$0 – $93,000
Additional Funds (3 months)	$75,000 - $350,000
Total	$1,663,263 – $3,746,733

Franchise Disclosure Document

Below is Goldfish Swim School's 2025 Franchise Disclosure Document. Upgrade to Pro or purchase the FDD to view and download the document.

Number of units

Goldfish Swim School had 177 total units in 2025, of which 172 were franchised-owned and 5 company-owned.

Frequently Asked Questions

Competitors

Below are some of

Goldfish Swim School

key competitors in the

Arts / Sports

sector.

Franchise

172

New

26%

6.00%

$1,663,000

$3,747,000

$1,980,000

31.2%

Tutu School

$50K - $100K

New

55%

9.00%

$97,000

$178,000

$254,000

n.a.

Gymboree Play & Music

$50K - $100K

New

-17%

6.00%

$56,000

$389,000

$221,000

n.a.

Kids United

$200K - $500K

New

700%

6.50%

$275,000

$430,000

n.a.

Abrakadoodle

$25K - $50K

New

8.00%

$39,000

$83,000

$114,000

n.a.

Creatif

$200K - $500K

New

n.a.

7.00%

$210,000

$408,000

$171,000

n.a.

D-BAT

Over $500K

128

New

28%

8.00%

$536,000

$1,031,000

$751,000

n.a.

Training

Goldfish Swim School provides comprehensive training to ensure that franchisees and their teams are well-prepared to operate their swim schools successfully.

On-Boarding Training: This initial phase takes place at the Goldfish Swim School headquarters. During this period, new franchisees receive instruction from various departments, covering essential topics such as business management, customer service, and marketing strategies specific to the swim school industry.
Goldfish University: After On-Boarding, franchisees and their general managers participate in this extensive training program. It includes both classroom instruction and hands-on experience. The focus is on implementing Goldfish Swim School’s proprietary curriculum, "The Science of SwimPlay®," ensuring that all franchisees maintain the brand's high standards of swim instruction.
Ongoing Support and Training: Beyond the initial training, Goldfish Swim School provides continuous support and additional training opportunities. This helps franchisees stay current with the latest operational practices, marketing techniques, and customer engagement strategies to ensure long-term success

Territory Protection

Goldfish Swim School franchisees are typically granted territory protection, which ensures that they have exclusive rights to operate within a specific geographic area.

This protection prevents other Goldfish Swim School franchises from opening within the designated territory, allowing franchisees to fully capitalize on the market potential in their region.

The details of the territory protection, including the size and specific boundaries, are outlined in the franchise agreement, providing clarity and security for franchise owners.