Pitch Deck
Private swim instruction for every age and level, plus certified lifeguards, delivered to your pool across the GTA.
Investor Overview — Confidential
swimlesson.caFinding safe, reliable swim instruction in the GTA is harder than it should be.
Swimmers of every age want one-on-one attention.The pools are already at home.And the demand is already proven.
Condo towers and private homes across the GTA already have pools, many of them indoor. We bring the instructor: no facility cost, and lessons run all winter.
Families and professionals already book tutors, trainers and coaches to come to them. Swim instruction is the obvious next service to arrive at the door.
~80% of our orders arrive direct or by referral. Swimmers are seeking this out, not being chased by ads.
Proven in the GTA. Built to scale across North America.
Where the model is proven, with referral-led demand.
The GTA playbook in other large cities with dense condo and private pools.
Far more people and backyard pools. The biggest long-term prize.
GTA figure is built bottom-up from four segments. Canada and U.S. apply the same ~$6 per-resident spend to ~41M and ~340M people, likely conservative for the U.S. Rings not to scale. Working assumptions; validate before external use.
Certified instructors, delivered directly to your pool.
$50K in 2026 so far vs $14K in all of 2025
Revenue has more than doubled every year since our first season in 2023.
Annual gross sales from Shopify. *2026 is year to date, through September 26. ~80% of orders arrive direct or by referral; blended ad ROAS 5.5x.
Word of mouth is our growth engine.
Public programs are capped by pool capacity. We grow through the clients who already trust us.
Three ways we earn.
Package-first pricing: customers commit to bundles, not single sessions.
Our top product: $14,800 across 15 orders in the last 90 days.
The lower-commitment way in: $6,970 across 14 orders.
Hourly lifeguards for pool parties and events: $9,125 across 32 bookings.
Trailing 90-day Shopify data. Averages are revenue divided by orders.
Healthy margins on every hour we sell, and customers who cost almost nothing to win.
$120 per 60-minute lesson vs. $50/hr coach pay. 30-minute lessons run ~67%.
$70–85/hr billed (2–8 hour bookings) vs. $35/hr lifeguard pay.
$73.7K across 132 customers since 2023: about $300 of contribution each.
$1,849 tracked ad spend vs. 78 new customers in 2026. Roughly 12x lifetime value to acquisition cost.
Contribution margin = price minus coach or lifeguard pay; excludes travel, payment fees and overhead. Bundle discounts lower per-lesson margins somewhat. CAC counts tracked ad spend only; ~80% of orders arrive by referral. Source: Shopify, 2023–2026.
Built for swimmers who want one-on-one, at their own pool.
| What they offer | Where they fall short | The gap we fill | |
|---|---|---|---|
| Millennium Swim | One-on-one lessons for kids, adults and competitive swimmers, plus lifeguard hire, at your own pool | — | Founder-certified instruction with operational reliability |
| AquaMobile | In-home lesson network, multi-city across Canada | Operational reliability is a known weak point | Reliability is what earns repeat families and referrals |
| Swimingo | Private lessons, Toronto-based, VC-backed (Treefrog Accelerator) | Early-stage, ~8 employees | Founder-led operations with proven referral demand |
| Swim clubs | Team training for competitive swimmers | Group practice leaves little one-on-one technique time | Private stroke coaching that complements club training |
| Public & community programs | Group lessons at community pools | Oversubscribed, fixed schedules, travel required | One-on-one, at home, on your schedule |
Competitor details from public research (PitchBook, market observation); verify before external use.
From first lessons to a $1.2M annual run-rate.
- First season: 14 customers
- Lifeguard services launched
- Shift to lesson bundles
- Revenue 2.4x
- $14.2K revenue, 34 customers
- Revenue 2.1x
- $50K, 86 customers
- July peak: $14.4K
- 8 coaches on deck
- 4 year-round coaches; raise hours per coach
- Indoor lessons all winter
- University coaches return
- Scale to ~25 across the GTA
- ~$660K run-rate
- ~$1.2M annual run-rate ($100K/month)
Take the GTA playbook to other Canadian cities, then the U.S. A dedicated swim club or centre is also exploratory. Each needs its own plan before it can be priced into a raise.
Path to a $1.2M annual run-rate by summer 2027.
Annualized revenue run-rate, tied to the roadmap phases. Projected, not guaranteed.
July: $14.4K across 8 coaches. September: $7.2K across 4 (partial month). Roughly 3–4 lesson hours a week each.
~$48K a year per coach (~$28K after coach pay) at about 8 lesson hours a week. Closing this gap is Phase 1.
$34K budget across ~17 new hires (8 → 25). At target, each coach pays that back in under a month of contribution.
Run-rate is monthly revenue × 12. Summer months run above average, so calendar-year revenue will be lower. Contribution uses $50/hr coach pay; lesson hours assume ~$120 per lesson hour.
Two founders, and a coaching bench built to flex with the seasons.
Certified swim coach and aquatics professional with a background in hotel swim programs. Coaches private clients, including guidance on competitive club placement for high-potential athletes.
Runs client communication, scheduling, coach coordination, instructor onboarding and day-to-day operations, so lessons and lifeguarding events run smoothly for clients and coaches.
4 year-round, 4 return each spring from university
Charlie and Javier are committed to diversity, equity and inclusion, and to creating real opportunities for women to coach and grow with Millennium Swim.
Private lessons make swimming accessible.
Tim is 18 and has cerebral palsy. On land he can't walk, but in the water he can. His one-on-one lessons have built his confidence, lifted his morale and given him the physical exercise he needs.
Tim, 18 — Millennium Swim client- Paced to each swimmer. One-on-one sessions adapt to each swimmer's body and needs, with no group to keep up with.
- At a pool they know. Lessons at home or in their building remove the transport and access barriers of public facilities.
- More than a swim skill. Strength, mobility, confidence and independence in the water.
We're raising $85,000 CAD to scale the team and fill the calendar.
| Allocation | Amount | What it unlocks |
|---|---|---|
| Instructor hiring & training | 40% $34,000 | Phase 2 ramp from 8 to ~25 coaches (~$2K per new hire) |
| Marketing & demand generation | 30% $25,500 | Paid growth sized to our 5.5x blended ROAS |
| Working capital | 20% $17,000 | Operating buffer through the ramp |
| Equipment, insurance & admin | 10% $8,500 | Gear, coverage and back office for a larger team |
- Higher booking density with the current team, by end of 2026
- ~25 instructors across the GTA, by mid-2027
- ~$55K/month revenue run-rate, by mid-2027 (est.)
- Positioned for a $1.2M annual run-rate in Phase 3, summer 2027
Scoped to Phases 1–2. Excludes a future swim club or swim centre, which would need its own feasibility study. Confirm figures before sharing externally.
Thank you.
Charlie & Javier — Co-Founders
swimlesson.ca