Besides 'BIG BLUE SWIM SCHOOL®,' what does Big Blue Swim School use to promote its Swim School Concept?
Big_Blue_Swim_School Franchise · 2025 FDDAnswer from 2025 FDD Document
- A. We and certain of our affiliates have created, designed, and developed a swim school concept identified by the Marks (defined below) that currently provides a proprietary curriculum of swim lessons and skills in approximately 90-degree water to children ranging in age from three (3) months to twelve (12) years old (the "Swim School Concept").
- B. We and such affiliates currently use, promote, and license certain trademarks, service marks, and other commercial symbols for the Swim School Concept, including "BIG BLUE SWIM SCHOOL®," and from time to time may create, use, and license new trademarks, service marks, and commercial symbols (collectively, the "Marks").
- C. One of our affiliates currently owns all aspects of the BIG BLUE SWIM SCHOOL branded system and licenses that intellectual property to us for use in our franchise program for BIG BLUE Swim Schools operating the Swim School Concept ("BIG BLUE Swim Schools"). The definition of "Swim School Concept" expressly excludes a swim-related business, whether or not operated under the Marks, whose core activities are anything other than providing swim lessons and skills in approximately 90-degree water to children ranging in age from three (3) months to twelve (12) years old, including, for example but without limitation, competitive swimming in lower-temperature water, coaching and video analysis, laps, and wave pools.
- D. We offer and grant franchises for BIG BLUE Swim Schools operating the Swim School Concept and using the BIG BLUE Swim School business system, business formats, methods, procedures, designs, layouts, trade dress, standards, specifications, and Marks, all of which we and our affiliates periodically may improve, further develop, and otherwise modify.
Source: Item 23 — RECEIPTS (FDD pages 76–278)
What This Means (2025 FDD)
According to the 2025 Big Blue Swim School FDD, the company and its affiliates use trademarks, service marks, and other commercial symbols to promote the Swim School Concept, including "BIG BLUE SWIM SCHOOL®." They may also create, use, and license new trademarks, service marks, and commercial symbols in the future. These marks are collectively referred to as the "Marks."
For a prospective franchisee, this means that Big Blue Swim School has a range of branding elements beyond just its primary trademark. These elements are intended to support and promote the Swim School Concept. The definition of "Swim School Concept" expressly excludes a swim-related business, whether or not operated under the Marks, whose core activities are anything other than providing swim lessons and skills in approximately 90-degree water to children ranging in age from three (3) months to twelve (12) years old, including, for example but without limitation, competitive swimming in lower-temperature water, coaching and video analysis, laps, and wave pools.
It is important for franchisees to understand that they are granted the right to use these Marks only under a franchise agreement signed directly with Big Blue Swim School. The franchisor periodically may improve, further develop, and otherwise modify the business system, business formats, methods, procedures, designs, layouts, trade dress, standards, specifications, and Marks.