Fill more lesson places at your swim school.

It depends. Google’s guidelines say an ongoing class at a location you don’t own or have the authority to represent isn’t eligible for a Business Profile, so a profile at a hired pool usually isn’t allowed. We’ll check what fits Google’s current guidelines for how you work — for example, if you have your own staffed office or pool — and where a profile isn’t possible we’ll focus on your website, venue pages and directory listings so families can still find you.

The Authority plan includes multi-location strategy, giving each pool its own page and visibility in its own area, with a Business Profile wherever you’re eligible for one. If you teach at one pool with a team of teachers, Growth is usually the better fit.

Updated listings, and a profile where you are eligible for one, can bring more lesson enquiries within a few weeks. Ranking strongly on the map and being suggested by AI assistants normally takes three to six months, depending on how many pools and swim schools are near you.

Many parents look for lessons ahead of September and January, and adults often look in the new year, so starting a few months earlier puts you in a stronger position for those peaks.

No. You pay month by month and can cancel before the next billing date, whether pool time ends or the timetable is simply full. Your profile, listings and links stay in place for when lessons resume.

Show each teacher’s qualification, such as the Swim England Level 2 Teaching Swimming qualification or the STA Level 2 Swimming Teacher qualification, plus any specialist baby and pre-school or disability swimming awards. Rescue or lifeguard qualifications, first aid, enhanced DBS checks and safeguarding training matter just as much to parents.

If your school holds Swim England Learn to Swim Accreditation or follows the Swim England Learn to Swim Programme, say so clearly on your website and booking pages.

Usually, yes. Parents and adult learners compare options before they get in touch, so clear termly or monthly prices, lesson length, class sizes and any sibling discounts help the right people book. Explain how missed lessons, make-up sessions and notice periods work, because these cause most misunderstandings later.

Collect the details you need to place someone properly — age, current ability and preferred days — and tell people honestly how long the wait usually is. Keep in touch every few weeks, offer places in a fair and consistent order, and suggest alternative times or a private lesson if they can’t wait. A well-run waiting list keeps families with you instead of sending them to the next pool.

Give every swimmer something to work towards, such as the next stage badge or certificate, and share progress with parents regularly. Offer re-enrolment before the end of term with existing swimmers given priority, and plan clear routes onwards — from baby classes into pre-school lessons, and from the later stages into clubs, water polo or lifesaving — so families don’t drift away once a child can swim.

Word of mouth among parents is often the biggest source of new swimmers, so a friendly poolside experience matters. Ask families for a review after a child moves up a stage, offer sibling and bring-a-friend trials, and build relationships with local nurseries, primary schools, baby groups and triathlon or swimming clubs. Holiday crash courses and adult beginner sessions in January are a natural way to meet new people.