--- title: "Big Blue Swim School Sets Its Sights on California for Expansion" url: https://burnaze.com/article/72fc6df9-3a5d-45ae-bbfc-b0a20467c9a9 source: "1851 Franchise" original_url: https://1851franchise.com/big-blue-swim-school-sets-its-sights-on-california-for-expansion-2713705 category: "Fitness" industry: "Fitness" topics: ["Development & multi-unit"] published: 2020-08-13T19:14:21.000Z modified: 2026-11-01T02:27:19.169Z image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/3aa00e4548a275c9aed12997ede56de94356.jpg --- # Big Blue Swim School Sets Its Sights on California for Expansion **TL;DR:** Big Blue Swim School is expanding into California with signed franchise agreements in strategic markets, aiming to open 50 sites in the state. The brand has already sold 81 units in 18 states to qualified franchise partners. *originally published in 1851 Franchise on 2020-08-13. [Read the original](https://1851franchise.com/big-blue-swim-school-sets-its-sights-on-california-for-expansion-2713705).* ## Key facts - Big Blue Swim School targets California for expansion - The brand has signed franchise agreements in strategic markets - Big Blue aims to open 50 sites in California - The brand has sold 81 units in 18 states to qualified franchise partners ## Story **After leaving behind his competitive swimming career in 2008, U.S. national champion swimmer Chris DeJong decided to embark on a new venture of his own creation —** **Big Blue Swim School****. In the decade since then, DeJong has led the Illinois-based** **swim instruction franchise** **to become an emerging franchisor positioned to become the leader in the lucrative $3 billion** **swim school** **industry.** **With** **Atlanta-based Level 5 Capital Partners' investment in the brand** **in 2018, Big Blue Swim School is establishing a growing footprint with signed franchise agreements in strategic markets including** **Chicago****;** **Salt Lake City;** **Minneapolis;** **Atlanta****;** **Detroit****;** **Raleigh, North Carolina****;** **Hartford, Connecticut****; and** **Austin, Texas****, as well as in the states of** **New Jersey****,** **Florida****,** **Michigan****, Virginia, Maryland, and South Carolina. The brand is currently heading to the West Coast to break into the California market, which the Big Blue leadership team sees as full of potential for the right franchise partners.** ## California expansion plans **“California is the seventh-****largest economy in the world** **with a dense population of kids ages zero to nine years, making it a strong fit for Big Blue Swim School,” said Chief Development Officer Scott Thompson.** **While most competitors address children aged six months to five years, Big Blue caters to ages six months to 12 years, resulting in a 30 percent increase in the learn-to-swim addressable market.** **“Big Blue is in a strong position to deliver the highest quality swim lessons while also providing more scheduling options allowing siblings to swim in the same half-hour window,” Thompson said. “Our** **optimized capacity planning and facility layout** **make it the most convenient option for the dual working-parent households which are common in California. Our** **business model and proprietary technology** **conveniently meet the needs of children, parents and franchise partners. We are confident that the demand in California will be strong for our technology-enabled service.”** **The company’s** **cloud-based enterprise system, LessonBuddy™****, is designed so franchise partners can operate successful pools without needing a daily presence. It also lets parents conveniently schedule lessons and track students’ progress. The brand also utilizes the data collected by LessonBuddy to modify staffing levels. The** **technology-driven model** **sets the brand ahead of its competition. Big Blue has identified several high-priority territories for expansion, including San Diego, Los Angeles, Orange County, San Francisco and the Bay Area.** ## Market opportunities and support **Additionally,** **California’s unparalleled metropolitan development and economic boom** **translates to opportunities for prime real estate. Big Blue has a team to assist in real estate, construction and facilities that uses market knowledge and a data-driven** **real estate** **assessment methodology to** **identify the best real estate in trade areas across the country that fit the brand’s member profile****.** **Big Blue has also developed a thorough pre-opening marketing strategy designed to generate revenue prior to opening. Their proven weekly process includes** **a robust marketing plan** **that ensures each location performs at a high level from day one. Big Blue provides franchisor-operated marketing that optimizes customer acquisition and retention strategies before the doors are even open.** **“We are looking for qualified franchise partners who are capable team builders,” said Thompson. “Big Blue prioritizes franchise partner success, providing a high level of support as well as a best-in-class technology stack to ensure that each franchise partner can be focused on customer service, hiring, and retaining and training top talent.”** ## Franchise partner success **In addition, Big Blue’s** **strong unit-level economics****,** **turnkey operations****, significant** **leadership support****, capacity planning and kid-friendly 90-degree pools have quickly established the brand as an impressive** **player in the fragmented swim lesson franchise segment****. The Big Blue investment opportunity and proven business model is ideal for** **multi-unit and semi-absentee franchise partners looking to maximize their time and their capital** **— not only in California, but across the nation.** **Looking at the growth potential in California, the Big Blue team anticipates the potential for 50 sites, including 25 to 35 in Los Angeles, 20 to 25 in San Francisco and three to four sites in San Diego. Thompson notes the brand is hoping to open its first pool in California within the next 18 months.** **Big Blue has already sold 81 units in 18 states to qualified franchise partners and the brand is well on its way to achieving its goal of** **150 pools signed by the end of 2021****.** ***Multi-unit franchise opportunities are available for qualified candidates looking for their next big opportunity, and veterans can receive a 10 percent discount on the $80,000 franchise fee. The total investment necessary to begin operation of a new Big Blue Swim School is $2,329,223 to $3,636,998 (refer to item 7 in FDD)" To learn more or inquire about Big Blue Swim School, visit*** *** ## Entities - 1851 Franchise (publication) - unit expansion (topic) - Fitness (sector) - franchise opportunities (topic) - California (location) - franchise agreements (topic) - Big Blue Swim School (company) - Scott Thompson (person) - Chris DeJong (person) - Level 5 Capital Partners (investor) - california expansion (topic) - Level 5 Capital Partners investment in Big Blue Swim School (deal) --- Originally reported by 1851 Franchise (https://1851franchise.com/big-blue-swim-school-sets-its-sights-on-california-for-expansion-2713705). Summarized by Burnaze (https://burnaze.com/article/72fc6df9-3a5d-45ae-bbfc-b0a20467c9a9).