Water Babies is a global baby and toddler swimming school franchise focused on early-years water confidence and safety. The brand was founded in 2002 by Paul Thompson in the United Kingdom.

What began as a small swim programme has grown into the world’s largest baby and toddler swimming school. Water Babies now teaches tens of thousands of children each week across hundreds of pools worldwide.

The franchise is headquartered in the United Kingdom and operates internationally. Water Babies has established franchise operations across the UK, Ireland, Canada, the Netherlands, China, and the United States.

The brand is widely recognised for its high teaching standards and strong reputation among parents. It has consistently positioned itself as a leader in early-years aquatic education.

Water Babies began franchising shortly after its founding to support rapid expansion and growing demand. Franchisees operate defined territories and deliver structured swim programmes for babies and toddlers.

Training

Water Babies provides a thorough, multi-component training program designed to equip franchisees and their staff with the skills required to operate both the business and swimming instruction services. The training involves self-learning, in-person instruction, certification, and technology training. Here are the key components of the training:

1. Self-Learn and Certifications: Before beginning in-person training, the franchisee and Aquatics Director must complete specific self-learning modules and certifications listed in the Franchise Agreement. These must be completed to the franchisor’s satisfaction and confirmed in writing.
2. In-Person Training Program: Water Babies delivers a five-week business and aquatic training program that covers both classroom and in-pool instruction. It trains participants in operational, instructional, and customer service skills necessary for running the franchise.
3. Computer Training: Franchisees must possess sufficient computer skills or attend a designated training program at their own expense. A certificate of completion is required to demonstrate competency, and failure to complete it constitutes a default of the agreement.
4. Annual Conferences: Attendance at mandatory annual conferences is required. These events reinforce brand standards and introduce new services, with all associated costs covered by the franchisee.

Territory Protection

Water Babies grants franchisees a defined territory where they may operate their business and market services, based on demographic criteria such as population density, income, and competition levels.

The franchisor uses commercially reasonable efforts to allocate only one license per 50,000 children aged nine and under, as determined by U.S. Census data. Once assigned, the territory cannot be modified, and franchisees retain their rights regardless of population shifts within the area.

However, the territory protection is limited and not exclusive. Water Babies reserves the right to operate or license businesses outside of the franchisee’s defined territory, including through channels like the internet, direct marketing, or mobile services.