Family business swims with the big fish

A North West small business is starting to swim with the big fish.

Family-owned Swimtime, which is based in Hale near Altrincham, runs swimming classes for more than 12,000 people a week in more than 300 pools and fitness clubs nationwide through a network 17 franchises.

The company, which has adopted a franchise model, has just signed a first deal in Spain, and now boasts an annual turnover of more than £1.5m.

Swimtime was founded in 1997 by Linda Price, after four years of growth her husband Barry joined her in the business. Deals with national gyms chain LA Fitness and with smaller local providers soon followed, before the creation of the franchise model in 2004.

Mr Price says the company’s success has been driven by providing the highest standards to its clients, and working in partnership with health club owners.

“Obviously we are in a highly competitive service industry, so we must always ensure that the customer is king. Parents can choose from a variety of lessons for their children, so we always make sure that we are delivering a great service through up-to-date teaching methods by enthusiastic and innovative instructors.

Mr Price said the business is also helping the swimming pool operators weather the recession.

“The credit crunch has hit health clubs quite hard, but the revenue Swimtime can help them generate from lessons helps them to increase their income.”