Inside the 300% Growth of a Sensory-Friendly Swim School in Seattle and Santa Cruz

Introduction: Little Fish Swim School

Emily Bradley didn’t set out to launch a multi-location swim school. She just wanted to teach kids how to swim—in a way that actually worked for them. What started in her backyard pool in Seattle as a side project quickly became something more.

As a social worker, educator, and mother of three, Emily brought something that was missing in the swim industry: trauma-informed, sensory-sensitive instruction that met families exactly where they were. Her approach provides a calm, respectful environment where children feel safe in their bodies and surroundings. It reduces overwhelm, builds trust, and helps kids—especially those with anxiety, sensory processing differences, or past water-related fears—learn at their own pace.

Today, Little Fish Swim School operates four locations—three in the Seattle metro area and one in Santa Cruz, California—and has grown over 300% since switching to WellnessLiving. But the model hasn’t changed. It’s still one lesson at a time, one child at a time, delivered with care and flexibility.

Business Snapshot: A Swim School Built for the Kids Who Fall Through the Cracks

Emily never planned to become a swim school owner. She just wanted to offer something better—especially for families who felt failed by the noisy, one-size-fits-all world of group lessons.

“There’s a real need for a therapeutic model of swimming lessons. Group pools are too chaotic for a lot of kids. Our model meets families where they are.” – Emily, Owner

With a background in social work, parent education, and sensory processing, Emily knew how overwhelming traditional swim environments could be for many children—especially neurodivergent kids or those with trauma histories. So she created something different.

Little Fish Swim School offers:

• One-on-one swim instruction

• Trauma-informed aquatic care

• Sensory-friendly lesson design

• Flexible booking options

• Private pool rentals for families

Families book as they go, with no high-pressure commitments. And when kids are done with lessons? They can convert unused credits into pool time with their family.

Emily has grown her swim school to include 4 locations in:

• Seattle, WA (North Gate, Lake City, and Kenmore)

• Santa Cruz, CA

“We don’t lock people in. If you want to try one lesson, great. If it’s not right for your kid, I don’t want your money.”

The Challenge: Scaling a Multi-Location Swim School Without Losing What Matters

As demand grew, so did complexity.

Emily’s early systems were fully manual—Google Calendar, checks, and lots of hands-on admin. Her team wasn’t techy. Her instructors also did admin. No one had time for complicated workflows.

She tried other software platforms, but kept running into the same problems:

• Recurring booking tools couldn’t reflect the real-life flexibility families needed

• Clients got confused trying to book or reschedule

• Technical onboarding was too complicated for her team

• Customer service was slow or absent

• Promised features never materialized

“I was promised the world by other platforms. But when it came to onboarding and real-world use—it all fell apart. My team isn’t made up of tech pros. We needed something intuitive—or at least people who’d help us make it work.” – Emily, Owner

Meanwhile, the private swim school market exploded. Franchises opened up nearby. Some even borrowed Emily’s language and class structures. But Little Fish kept growing—because her model worked. The key was finding a system that wouldn’t slow her down.

The Solution: Software That Supports a One-of-a-Kind Business

When Emily switched to WellnessLiving, it felt like a true partner.

“I run my whole business from my phone. And when something goes wrong? I don’t have to post on a forum. I can call a real person who knows my business.” – Emily, Owner

With WellnessLiving, Emily can:

• Let clients book and cancel lessons through a branded app

• Convert unused lesson credits into pool rental sessions

• Let instructors manage their schedules and view visits poolside

• Create appointment buffers for sanitation and privacy

• Track income and activity at all locations—even from another state

• Get live support during critical booking windows

Her team—many of whom wear both teaching and admin hats—now has tools they can actually use. The staff app works at the pool. Visit notes, changes, and reschedules happen in real time.

She even manages two separate accounts (for WA and CA) from her phone, toggling between them as needed.

“Every time I come up with some wild new offering, my team’s like, ‘Emily, calm down.’ But then we figure it out in WellnessLiving.” – Emily, Owner

The Results: A Business That Grows With Its Mission

Since adopting WellnessLiving, Little Fish Swim School has:

• Grown over 300%

• Expanded from one backyard pool to four full-time locations

• Hired and empowered a non-technical team to run the business

• Created a replicable, non-franchise swim school model

• Maintained a values-led, family-first experience

• Managed complex booking needs—like pre-season scheduling, real-time cancellations, and credit transfers—without drama

But for Emily, the impact isn’t just numbers.

“This was my passion project. WellnessLiving helped turn it into something sustainable—without compromising how we care for people.” – Emily, Owner

Emily’s Favorite Features

✔ Branded Client App
Parents book, cancel, and reschedule themselves—no phone tag required.

✔ Staff App (Poolside Access)
Instructors view lessons and notes on the spot, even in waterproof cases.

✔ Flexible Credit Transfers
Clients can use unused lessons for family pool rentals—no waste, no frustration.

✔ Multi-Location Management
Emily can view and manage income and scheduling across states.

✔ Real-Time Human Support
Late-night schedule launch? A real person picks up the phone.

In Emily’s Words: How WellnessLiving Helped Us Grow Without Compromise

“We’ve built a model based on trust and choice. Families book what they need, when they need it—no lock-ins, no pressure. WellnessLiving makes that possible.” – Emily, Owner

“Every time I think, ‘Can we make the software do this wild thing?’ someone on the team helps me figure it out. That collaboration is what lets us keep growing.” – Emily, Owner

Final Thoughts: Purpose First, Profit Second

Emily didn’t choose the swim school business because it was lucrative—she chose it because families needed something better.

And even as her business grows, she’s kept the same model: no pressure, no coercion, no one-size-fits-all commitments.

“There are easier ways to make money in this industry. But when people try the other places and come back to us? That’s what tells me we’re doing something right.” – Emily, Owner

Ready to Grow your Business?

Whether you’re running private swim lessons, managing multiple locations, or just trying to simplify day-to-day operations, the right software can make all the difference.

WellnessLiving helped Emily Bradley streamline scheduling, empower her staff, and expand Little Fish Swim School across two states—while staying true to her values.

If you’re looking for a partner that understands how your business really works, we’d love to hear from you.

👉 Book your free demo today.