Baby and toddler swimming franchise Water Babies, is expanding its established programme of learning, both in the UK and elsewhere. CEO Howard Harrison explains why he dived straight in at the deep end…
Water Babies, the world’s largest baby and toddler swim school, is a rare example of a purpose-driven business that combines innovation, community impact, entrepreneurial spirit and, crucially, profitability.
With more than 80,000 children taught annually across six countries, the company has grown from modest beginnings into a global leader in early-years swimming education. Worldwide it has 62 franchisees in over 70 territories across the UK, Ireland, Netherlands, Canada, and the US.
There are new franchise opportunities in the UK and international regions, including resales. As a leading UK franchise business, Water Babies has big ambitions to continue its growth across the UK and globally.
Recently, Water Babies announced it had been acquired by US based investors Elmsley Capital and Westerly Group. Under the leadership of Howard Harrison as its CEO, Water Babies is planning greater expansion, while maintaining its core values and mission.
Purpose driven business
Howard Harrison’s journey to Water Babies is a story of purpose meeting opportunity. Having co-founded and led the premium tech accessories brand Knomo for over 15 years, Harrison is no stranger to building and scaling businesses. After selling Knomo in 2018/19, he sought a new challenge during the pandemic and found his calling with Water Babies.
“The more I learnt about the business, the more intrigued I became,” Harrison says. “The opportunity to join a purpose-driven business that does good at its heart was a chance I could not turn down.”
Harrison was particularly drawn to its impact on families, teaching children a life-saving skill while improving their physical and emotional development. The company’s established franchise model, which balances strong economics with meaningful societal contributions, presented an ideal platform for Harrison to leverage his entrepreneurial and corporate experience.
“We have strategic partnerships within the leisure and children’s activities sector to amplify strengths, mitigate weaknesses, and achieve mutual goals. It’s about finding synergies to provide greater value to customers and the brands involved. This includes the Royal Lifesaving Society UK and the national governing body for swimming Swim England.
Water Babies has also established the Children’s Alliance Charity as our giving back foundation, where we’re directly impacting families through community led initiatives.”
Operational excellence
Under Harrison’s leadership, Water Babies has undergone a strategic transformation to meet the evolving needs of both franchisees and customers. Central to the strategy are three pillars: franchise profitability, pool base, and the Water Babies “family”. Each initiative is carefully evaluated to ensure alignment with these three pillars.
“We’ve invested in better data and analytics to make quicker decisions and support all stakeholders,” Harrison explains.
“We’re also implementing the Entrepreneurial Operating System (EOS) to unlock the growth potential available for Water Babies.”
EOS, a business framework designed to enhance organisational focus and efficiency, has been instrumental in streamlining operations and clarifying objectives. It is designed to ensure the business is well-equipped to thrive in a competitive market.
Moreover, the company has embraced digital transformation, rolling out online booking systems and a parent portal called ‘My Water Babies’. The portal is designed to enhance the customer experience by providing real-time updates on a child’s swimming progress, fostering deeper engagement and satisfaction among families.
Strong foundations
Water Babies’ recent acquisition marks a significant milestone in its history. The investors, known for their background in the children’s education sector, bring a long-term perspective to the business.
“This investment is about backing the existing team and strategy,” Harrison comments. “With the implementation of EOS, we’re ensuring we have the right people, in the right seats with a clear focus and limited distractions.”
Elmsley and Westerly’s commitment to sustainable growth and history of supporting youth enrichment brands align perfectly with Water Babies’ mission. Their backing has enabled the company to pursue their UK and international expansion opportunities.
Expanding horizons
The US swim market, valued at approximately $3.5 billion – ten times the size of the UK market – offers tremendous potential for Water Babies. Following updated guidelines from the American Academy of Pediatrics recommending swimming lessons for children as young as 12-months, the company is poised to introduce its innovative program to American families.
Water Babies’ Oceans of Imagination curriculum, which combines adventure, purposeful play, and water safety, has already revolutionised early-years swimming education. By bringing the program to the US, the company aims to make a significant impact on drowning prevention, the leading cause of accidental death among children aged 1-4.
Harrison explains: “In the pool, we introduce little ones to adventurous islands and a team of our swimming superstar characters, called The Swimvincibles, who help to bring little ones swimming journey to life. Every water baby joins a ‘Team’ led by one of The Swimvincibles – Pearl, Saffi, Echo, Sculli, and Finn. Progressing through the programme, they’ll join new Teams as they achieve skills to become swimvincible!
“Through our new bespoke reward and recognition of children’s swimming progression, this will incentivise children to learn and progress, to gain deeper understanding of the value of learning to swim.
“Out of the pool, we wanted carers to really understand where their child is within their swimming journey with us, putting their own little one’s development at the forefront. This led to the digital development of ‘My Water Babies’, an online portal where carers can immerse themselves in their bespoke swimming journey.
“Carers can now login and follow their child’s unique swimming journey with our skills tracker, showing the skills they’re progressing in lessons, updated directly from their teacher into the portal. You can see what you’ve learned so far, and what you’re working towards. There’s also Water Babies Treasures, which shows what badges children will achieve in lessons.
“It’s transformed the traditional concept of baby and toddler swimming, and it’s been really exciting to bring this to life. Seeing the programme rolled out across lessons after months of planning and development has been really rewarding. This has been the biggest project and evolution in Water Babies history, as the entire customer journey has been evaluated to provide an interactive learning experience for families.”
Franchisee success
The appeal of the business as a franchise lies in its proven model and robust support structure. The company’s bespoke digital platform, world-class aquatic program, and commitment to franchisee profitability create a compelling business opportunity for entrepreneurs.
“Our franchise model offers compelling financial returns,” Harrison says. “We’re focused on evolving the model and giving franchisees the tools to run their businesses efficiently and profitably.”
The emphasis on values-driven leadership ensures that franchisees are not only financially successful but also deeply invested in their role as community leaders.
Harrison says: “There’s huge satisfaction and pride in being part of Water Babies, as you can earn a living while making a real difference in the lives of all our customers.”
Commitment to sustainability
In addition, dedication to environmental and social governance (ESG) initiatives sets it apart in the franchise industry. The company is a certified B-Corporation™, recognised for its commitment to social and environmental impact.
“Going through the B-Corp™ process was amazing,” Harrison says. “It helped us build our own sustainability plan and provided a clear pathway for growth and improvement.”
Key initiatives include reducing disposable swim nappy waste through reusable alternatives, hosting webinars to support suppliers in lowering their carbon footprint, and organising community events like tree planting and beach cleanups. The company’s annual Splashathon fundraising event has raised over £5 million for charities such as Tommy’s, the UK’s leading baby loss organisation.
A bright future
Water Babies has firmly established itself as a global leader in baby swimming education.
“Looking ahead, the company plans to expand its footprint further, particularly in the US and Canada, while continuing to grow in the UK and support its existing network of franchisees.”
Harrison is confident in the company’s ability to achieve these ambitious goals. “We’re continually looking for opportunities to expand both nationally and internationally. “We’re extremely focused on our UK national growth, maintaining our market leading position with brand development and excellent customer service, working in collaboration with our network to deliver this,” he says.
“As the largest baby swimming school in the world, we believe every child should have the opportunity to learn a skill for life through our swimming lessons.”
The human element
At its core, Water Babies aims to be not merely a business but also a community. From franchisees and teachers to parents and children, everyone involved shares the common goal of making a positive impact on young families’ lives.
Harrison sums it up thus: “Water Babies is a truly unique purpose-driven brand with a brilliant team of people united behind a vision where the physical and emotional development of every child is fully supported and nurtured from birth.”
As the company embarks on its next chapter under Harrison’s leadership, backed by serious investors and a dedicated and experienced team, it remains committed to its mission of creating safer, more confident children – one swim at a time.
As for what’s next? Bringing a love of water to more families, worldwide.
