About Swim School Owners Hub

We built the thing we couldn’t find.

Built by two active swim school owners and a marketing strategist, because the founder went looking for this support and couldn’t find it anywhere.

The origin story, in Kayne & Dee’s words

I went looking for this. It didn’t exist.

Kayne & Dee

Co-founders

Swim school owners

When we started our swim schools, we went looking for someone who actually understood this world. Not generic small business coaching, not another course built for cafes and hairdressers with “swim school” swapped into the examples. We wanted someone who knew what a direct debit failure rate was. Someone who understood why the whole roster falls apart during school holidays. Someone who’d actually stood on a pool deck at 6pm on a Tuesday wondering how a “successful” business could feel this hard.

We couldn’t find it. So we built it.

Why we get it

Swim school owners walk into this industry as aquatic professionals, skilled teachers who bought or started a school using the skills that made them great in the water, not the skills that make a business work. Nobody ever handed you the other half of the job.
It doesn’t help that the swim school market is recession-proof. Families keep enrolling their kids because water safety isn’t optional, which means the business can survive for years without the underlying problems ever getting fixed. The market doesn’t punish you immediately. That’s exactly what makes it dangerous.
And underneath all of it: staffing that’s genuinely harder to manage than most industries, school holidays that blow up your roster like clockwork, and margins thin enough that one bad month feels like a crisis.

None of that is in a swim teaching qualification. We learned the other half on our own pool deck, one expensive mistake at a time — and then we wrote it down.

The team

Kayne and Dee’s business is turning around underperforming swim schools into highly profitable ones. It’s how the group has grown to every location it now owns.

Dee

Turnaround Strategist

Curriculum Lead

Dee is the curriculum side of every turnaround: the reason the teaching and the in-pool results are second to none, good enough to win AUSTSWIM Queensland Swim School of the Year in 2025. When other swim school owners found out what she and Kayne had built, the question was always the same: “How do you do that?” Dee kept hearing it from owners who were overwhelmed, drowning in pool time, and couldn’t find good staff. It was the exact thing she’d gone looking for a fix to years earlier, and never found. So the three of them joined forces and built it. It’s what we were looking for.

Kayne

Turnaround Strategist

Systems Lead

Kayne is the systems side of every turnaround: six years building the culture that makes an underperforming school profitable and keeps it that way. It is the kind of culture where the team calls it family and hangs out together off the clock, by choice. Those systems are exactly what now give Kayne and Dee the freedom to travel around Australia full-time with their young family, while every location keeps growing and keeps attracting top-tier talent regardless.

Julie

Marketing Strategist

Agency Lead

As a specialist in behavioural psychology, Julie has spent eighteen years running marketing departments and ad accounts across dozens of industries, and still does today. That’s not a distraction from swim schools; it’s exactly why she catches shifts in buyer psychology before anyone running ads in just one industry does. Kayne and Dee brought her on to run their marketing, and the group has kept opening new locations ever since, with cost per lead down from $16.60 to $5.20 in nine months. When other swim school owners kept asking Kayne and Dee how they did it, the three of them knew they had to join forces and build something for everyone else too.

What we believe

You’re not lazy or incapable.
You’re overloaded, under-supported, and missing a roadmap.
Implementation beats information.
Every module delivers a tool, not a theory.
Progress over perfection.
The business gets better week by week, not in one overnight transformation.

Start where we’d start.

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