The initiative will be delivered across the Turtle Tots franchise network, with teachers and franchisees in multiple regions coming together to celebrate the role of baby swimming teachers and highlight career opportunities within the sector.
The campaign reflects both the scale and consistency of the Turtle Tots model, which supports more than 50 franchisees and over 180 specially trained teachers delivering structured baby and toddler swimming programmes nationwide.
The launch comes at a pivotal time for the sector, as swim schools across the UK face growing challenges around recruitment, pool availability and rising operational pressures.
Figures from the latest National Baby Swimming Survey, published in 2025 by the Swimming Teachers’ Association (STA) – a national governing body for swimming – show that the shortage of qualified baby and pre-school swimming teachers is now the single biggest concern for swim schools, cited by 55% of providers.
Demand is also shifting rapidly. The survey found that 78% of swim schools report increased demand for weekend baby swimming lessons, linked to parents returning to work earlier – placing further strain on already stretched teaching capacity.
Caroline Sparks, Co-founder of Turtle Tots, said: “Through our franchise network, we see first-hand both the demand for baby swimming lessons and the pressures facing the workforce. Baby swimming teachers are often the very first professionals to help a child and their parent feel confident in the water, supporting early development, bonding and water safety.
“International Baby Swimming Teacher Week is about recognising these professionals, but also demonstrating how a supported franchise model can help attract, train and retain teachers – creating sustainable opportunities for growth across the sector.”
Turtle Tots teachers come from a wide range of professional backgrounds, with many entering the industry after becoming parents themselves. Former school teachers, healthcare workers, office professionals and career changers are increasingly drawn to the role for its flexibility, purpose and community impact – with franchisees providing local support backed by national training and standards.
Joanna Wood, Head of Aquatics at Turtle Tots, added: “Our franchise network enables us to support teachers at every stage – from initial training through to ongoing development. Many join after experiencing lessons as parents themselves and go on to build rewarding careers, supported by a structure that allows them to grow within their local communities.”
International Baby Swimming Teacher Week will feature activity across the Turtle Tots network, including teacher celebrations, franchisee-led case studies, and behind-the-scenes insights into how lessons are delivered consistently across multiple locations. The week will also include the announcement of the Baby Swimming Teacher of the Year.
With the Turtle Tots network now spanning the UK, Ireland, Dubai, and witnessing growing international interest including Canada, the initiative also highlights the scalability of the franchise model – demonstrating how a structured programme can be delivered consistently while responding to local demand.
