Question 1

Do I need to be a swimming teacher?

Accepted Answer

Not necessarily, provided this is permitted by the final franchise model. What matters most is that you share our values, are willing to undertake the required training, and understand that this is an actively managed business rather than guaranteed passive income.

Question 2

Do I need previous business experience?

Accepted Answer

Previous business experience is helpful but not essential. We're looking for people who are organised, commercially aware and willing to learn and follow a proven system, backed by our training and support.

Question 3

What qualities are you looking for?

Accepted Answer

Passion for children's development and water safety, alignment with our mission and values, ambition to build a team, and a willingness to follow The Otter Way standards. See our Who We Are Looking For page for the full picture.

Question 4

Is this a full-time business?

Accepted Answer

Yes — particularly during launch, when active, hands-on involvement is expected. Over time, the business can move towards a more team-led structure, but this is not a passive or part-time investment from day one.

Question 5

Do I need to own a swimming pool?

Accepted Answer

No. Franchisees hire pool venues rather than owning or fitting out their own premises.

Question 6

Can I begin by hiring pool space?

Accepted Answer

Yes — hiring pool space is the standard model. You're responsible for finding a venue, and we help negotiate terms, including a standard maximum hourly rate, so you aren't overpaying. As a rough guide, pool hire typically costs around £500 a week including bills, though this varies by location and how much time you book.

Question 7

Will you help me assess a venue?

Accepted Answer

Yes. Assistance assessing potential facilities is part of our launch support, helping you weigh up suitability, cost and logistics before committing.

Question 8

Will I receive an exclusive territory?

Accepted Answer

Yes. We won't place another Otters Swimming Franchise location where it would realistically compete with yours — that wouldn't be fair to either of you. Your territory is agreed individually rather than drawn from a generic template.

Question 9

How is territory availability determined?

Accepted Answer

We look at realistic travel time and local geography rather than a fixed mile radius, because these vary hugely across the UK. Two towns that look close together on a map can have very different catchments in practice — a location around 20 minutes' drive away might not affect your business at all, since many parents prefer somewhere closer even when the distance itself isn't far. We assess each territory individually based on roads, travel times and how far local families realistically travel for swimming lessons.

Question 10

Will every location offer the same services?

Accepted Answer

The core teaching and safety programme is the same everywhere — that consistency is the whole point of the brand. Additional services like aquacise, lane swimming, intensives or holiday clubs depend on your venue, licensing, local demand and, in aquacise's case, a suitably qualified instructor, so we won't promise something upfront that your territory might not be able to support. See The Franchise page for the full core versus optional breakdown.

Question 11

How much does the franchise cost?

Accepted Answer

The initial franchise fee starts from £40,000, depending on territory size. That covers a complete business, ready to run — the OTTER Swim School Framework, the Otter admin app and parent portal, use of our brand and marketing identity, comprehensive training, ongoing business support, and your own website and marketing set-up. It's an early figure, not yet finalised in legal documentation — see our Franchise Opportunity page for the full breakdown, including a bonus package available to our first three founding partners.

Question 12

What working capital will I need?

Accepted Answer

Around £4,000–£6,000 — roughly 2–3 months of running costs, to cover the gap before classes are full. This is based on typical pool hire of about £500 a week including bills, which we help you negotiate. It's an early estimate, most sensitive to actual local pool hire rates.

Question 13

What ongoing fees are payable?

Accepted Answer

An estimated 8% of gross turnover as an ongoing management fee, plus 2% ring-fenced for shared national marketing. Both are early estimates pending confirmation.

Question 14

What other setup costs should I expect?

Accepted Answer

An estimated £1,500–£2,000 on top of the initial fee — starter teaching equipment (which you can add to as your business grows), your first year's insurance, a DBS check (around £65 for your own, rising as you take on staff), branded uniforms and a laptop to run your admin app and parent portal. This assumes you already have a mobile phone; if not, budget roughly £50 a month for one. Your website, marketing set-up and booking system are already covered by the initial fee, so you won't need to budget for those separately.

Question 15

What can an Otters Swimming Franchise location earn?

Accepted Answer

Our flagship school, Ogden Otters, grew from around £85,000 to more than £400,000 in annual turnover over nine years — see Our Story for that journey. That reflects one founder-led school, not a guarantee for a new location: business results vary according to location, facility availability, local demand, operating costs, management and your own commitment. Detailed financial information is shared during the discovery and due-diligence process.

Question 16

What training will I receive?

Accepted Answer

Initial business and operational training, our proven swim-school curriculum and operations framework, a full operations playbook, launch support, and ongoing teacher training and continuing professional development — the Training pillar of The Otter Way. See our Training & Support page for the full list.

Question 17

How long does launching take?

Accepted Answer

It depends on your marketing strategy and the level of need in your chosen area, so there's no single fixed timescale. We strongly advise researching current swimming provision locally as part of your planning — but logically, no single swim school has the capacity to teach every child in an area, so there's almost always room for a quality provider.

Question 18

How many team members will I need?

Accepted Answer

That's entirely up to you and what you want to build — there's no fixed requirement. Sam started Ogden Otters teaching in the pool herself every day, with just two self-employed swimming teachers and three part-time reception staff — made possible by having a separate reception area. Not every venue has one: without it, you'll need mini breaks between lessons to handle admin and greeting yourself, which usually means teaching fewer classes a day, so it's worth weighing the cost of reception support against the lesson time you'd lose — our first founding partners get extra hands-on help working through decisions like this. Over years of growth, Sam's team became over 14 people on-site, 12 of them employed and five working more than 20 hours a week. You can start hands-on and grow your team as your business does.

Question 19

What technology or booking systems will I use?

Accepted Answer

All franchisees use the same shared app for booking, member management and behind-the-scenes support. It's currently covered within the ongoing management fee rather than charged separately.

Question 20

What safeguarding and qualification requirements apply?

Accepted Answer

Every teacher, including franchise partners who teach themselves, is expected to hold a recognised swimming teaching qualification (such as an STA Level 2 Award and Certificate in Teaching Swimming or equivalent), complete safeguarding training, and pass a fully enhanced DBS check — the same standard Sam holds and requires throughout Ogden Otters. To deliver the full core programme, from babies through to developing swimmers, you'll also need a preschool/baby swimming qualification alongside your general teaching one — whether that's you or a member of your team. A single DBS check costs around £65; budget for one per staff member as you grow your team. DBS certificates need renewing every 3 years, or you can subscribe staff to the DBS Update Service after their first check to keep it current more cheaply, without redoing the full application each time. See Our Story for Sam's own qualifications.

Question 21

What ongoing support will I receive?

Accepted Answer

One-to-one support, network meetings, a franchisee community, and ongoing quality assurance, alongside continued access to our operational and teaching resources.

Question 22

What happens after I submit an enquiry?

Accepted Answer

You'll receive our franchise information pack, followed by an introductory conversation. See our Your Journey page for the full step-by-step process.

Question 23

Will my information remain confidential?

Accepted Answer

Yes. Your enquiry details are handled in line with our privacy notice and are not shared beyond The Otters Swimming Franchise team without your consent.

Question 24

When will I receive the detailed financial information?

Accepted Answer

Detailed financial information is provided during the franchise discovery and due-diligence process, once we've had an introductory conversation.

Question 25

Will I have time to obtain independent legal and financial advice?

Accepted Answer

Yes. We expect and encourage you to take independent professional advice before reviewing or signing any franchise agreement, and won't rush you through that process.

Frequently Asked Questions

Experience and Suitability

Facilities and Territory

Investment and Earnings

Training and Operation

Enquiry and Due Diligence

Still Have Questions?

Frequently Asked Questions

Experience and Suitability

Do I need to be a swimming teacher?+

Do I need previous business experience?+

What qualities are you looking for?+

Can I own the franchise with a business partner?+

Is this a full-time business?+

Facilities and Territory

Do I need to own a swimming pool?+

Can I begin by hiring pool space?+

Will you help me assess a venue?+

Will I receive an exclusive territory?+

How is territory availability determined?+

Will every location offer the same services?+

Investment and Earnings

How much does the franchise cost?+

What working capital will I need?+

What ongoing fees are payable?+

What other setup costs should I expect?+

What can an Otters Swimming Franchise location earn?+

Is funding available?+

Training and Operation

What training will I receive?+

How long does launching take?+

How many team members will I need?+

What marketing support is included?+

What technology or booking systems will I use?+

What safeguarding and qualification requirements apply?+

What ongoing support will I receive?+

Enquiry and Due Diligence

What happens after I submit an enquiry?+

Will my information remain confidential?+

When will I receive the detailed financial information?+

Can I visit the existing Ogden Otters operation?+

Can I speak to franchise partners once locations are established?+

Will I have time to obtain independent legal and financial advice?+

Still Have Questions?