May 30, 2025

SMB Spotlights urSwim a Youth Water Safety Franchise

SMB Spotlights urSwim founder, Marina Mentzel in a quick conversation about launching and developing her youth water safety and swim instruction franchise brand.

SMB: In a few sentences, describe your swim franchise and a little about your company.

Marina Mentzel Franchise Founder of urSwim

Marina Mentzel, Founder and CEO: urSwim is a swim instruction school and aquatics management company on a mission to teach one million children and adults how to swim. We offer high-quality, year-round swim instruction through personalized at-home lessons, strategic indoor pool partnerships, and professionally staffed lifeguard and aquatics programs. We’re all about making swimming convenient, consistent, and rooted in water safety for both kids and adults. 

SMB: What makes your swim instruction franchise unique in today’s market?

Marina: What sets urSwim apart is our hybrid business model that blends convenience, safety, and personalization for both families and organizations. We meet families where they are—literally—offering private lessons in backyard pools or through our facility partners. At the same time, we support commercial clients like HOAs, schools, and community organizations by staffing their pools with certified instructors and running turnkey swim programs. Our team is professional, passionate, and aligned with our mission to make swimming accessible, safe, and enjoyable for all.  

SMB: How do you maintain curriculum consistency across locations?

Marina: We’ve created a detailed, scalable curriculum and training platform that equips our instructors, lifeguards and franchisees with everything they need—from skill progression to customer communication. Regular quality checks, professional development workshops, and ongoing support ensure our curriculum is delivered consistently while still allowing for localized flexibility. 

SMB: What inspired you to franchise your business?

Marina: After building a successful business and seeing the overwhelming demand for our services in multiple regions, franchising became the clear path to scale our impact. urSwim was created to be highly scalable and accessible for franchisees who want to make an impact without investing in the construction and overhead of a multi-million dollar pool facility.

SMB: Why did you partner with SMB Franchise Advisors?

Marina: We chose SMB because of their deep experience and track record with education-based and service-oriented franchises. Their strategic guidance helped us professionalize our franchise model while staying true to our mission. Their team has been invaluable in laying the foundation for smart, sustainable growth.

SMB: How many locations did you have before SMB? How many have you grown since partnering with SMB?

Marina: Before working with SMB, we had a few company-owned territories. Since partnering with them, we’ve launched our franchise offering and have signed our first franchisee. In their first year, they’ve already opened a second location. We are activating our initial franchise locations in key markets that will serve as the blueprint for our national expansion.

SMB: What are your long-term goals for your franchise? How many locations do you hope to grow to?

Marina: Our goal is to grow to 100+ locations over the next 5–7 years. But more than just numbers, we’re focused on growing with the right people—franchisees who believe in our mission and are eager to build a business that makes a lasting impact in their community.

SMB: What qualities do you look for in successful franchisee candidates?

Marina: We’re looking for franchisees who are driven to make a meaningful impact in their communities. No background in aquatics is required—what matters most is leadership potential, a strong work ethic, and the ability to connect with people. Ideal candidates are community-builders who can rally local families and organizations around the importance of water safety. They’re entrepreneurial, coachable, and ready to follow a proven system to grow a purpose-driven business that changes lives. 

SMB: How do you help franchisees stay current with trends for parents who seek out your services?

Marina: As a founder-led, emerging brand, urSwim offers a rare opportunity to get in early and grow alongside a mission-driven company. You’re joining a team that’s deeply invested in your success. With hands-on mentorship, personalized support, and a clear, proven roadmap, we’re here to equip you with everything you need to build a thriving business while making a lasting impact. We provide ongoing training, access to leading industry resources, and continuously update our curriculum to reflect the latest best practices in aquatics education.

SMB: What advice do you have for business owners looking to franchise?

UrSwim instructors build confidence through swim lessons.

Marina: Don’t rush into franchising, take the time to build systems and processes that are truly scalable. I spent nearly eight years in operator mode before I seriously pursued franchising. Becoming a franchisor is a major shift requires a different mindset, one that moves from day-to-day operations to long-term vision and leadership. Franchising is a long game, and success doesn’t happen overnight. Surround yourself with experienced advisors who’ve walked the path before you and be prepared to evolve from operator to architect of a brand. When done right, franchising is an incredible way to amplify your impact and grow a business that reaches far beyond what you could build alone.

SMB: Is there anything else you would like us to share about your brand?

Marina: We’re building a network of mission-driven entrepreneurs who are passionate about creating generational wealth through swim instruction and community impact. If you’re ready to make waves in your community and be part of this $9 billion dollar industry, we’d love to connect.

Learn more: www.swimmingschoolfranchise.com | Email Marina to Learn More

Instagram: @urSwim | Follow the Founder @definitelymarina

Connect and Schedule Time to Talk: https://calendly.com/marina-urswim/

Interested in working with SMB Franchise Advisors, e-mail our team!