urSwim Adds CFO Jim Montes to Support Franchise Growth

Jim Montes has spent his career stepping into new challenges. After two decades in banking, another 20 years practicing law and a recent role in academia as assistant dean at Touro Law School, Montes is once again shifting gears. This time, he is joining his daughter Marina Mentzel’s franchise business, urSwim, as chief financial officer.

“I love to challenge myself both personally and professionally,” Montes said. “That's why I've always felt that I can move from one industry to another and be successful. One of my strengths is leadership and motivation. I just retired from Touro Law School, where I've delivered record-setting numbers in my office. Now, I'm happy to be part of urSwim as a new challenge in this role, really helping it grow. That’s what really motivates me, growing something.”

His arrival comes as urSwim transitions from a small, founder-led business into a more structured, scalable franchise system. As the company builds its foundation for expansion, there is a growing need for financial discipline, clear reporting and long-term planning. Montes’ background positions him to help guide the brand as it prepares for its next stage of growth.

As chief financial officer, Montes will be responsible for daily bank statement reconciliations, quarterly financial reporting and providing management with financial insight.

“I am a big metrics person,” Montes said. “Everywhere I've worked, metrics have played a very important role, and I'm a big believer in understanding where we are compared to where we had been and how we can use that information to make better decisions going forward.”

He will support the budgeting process, oversee receivables and payables and manage core financial functions. While his primary focus will be the chief financial officer role, Montes expects to contribute in other areas as needed.

“Right now, my focus will be more on the advisory side,” he said. “If I can support operations, I will, but what urSwim needs at this stage is guidance to help it reach the next level.”

Now is a strong time to join the brand, as early franchisees can get in at the start and help shape its growth. For those interested in building a business, the brand’s current stage offers a unique opportunity, especially given the model's distinct nature and the range of opportunities it creates.

“For people who have a passion for education and health, this is a meaningful opportunity,” Montes said. “I believe we never stop learning. I learned to swim later in life because I wanted to, and it showed me how important that skill really is. When you think about the ability to save lives, especially given that drowning is a leading cause of death for children, it reinforces why this work matters and why it’s worth being part of.”

As urSwim continues to grow, bringing Montes on board helps the company put the right structure in place to support that expansion. His experience and focus on performance come at a time when the brand is figuring out how to scale in a smart, sustainable way. With added leadership, urSwim is working to turn early momentum into long-term growth.