What is the 'Swim School Concept' for Big Blue Swim School, as defined in the document?
Big_Blue_Swim_School Franchise · 2025 FDDAnswer from 2025 FDD Document
--| | | Swim School Franchising, LLC, an Illinois limited liability company whose principal business address is 112 Krog Street NE, Suite D-135, Atlanta, Georgia 30307 ("we," "us," or "our"), and | | , a(n) | , whose principal business | | address is | ("you" or "your"). This DRA is effective as of the date we sign it, which is set forth next to our signature on the Signature Page at the end (the | | "Effective Date"). | |
RECITALS
- 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.
Source: Item 23 — RECEIPTS (FDD pages 76–278)
What This Means (2025 FDD)
According to Big Blue Swim School's 2025 Franchise Disclosure Document, the Swim School Concept involves providing a specific curriculum of swim lessons and skills to children aged three months to twelve years in water heated to approximately 90 degrees. Big Blue Swim School and its affiliates have created and developed this concept, identified by particular trademarks and service marks. The core activity of the Swim School Concept is providing these swim lessons, specifically excluding other swim-related businesses that do not focus on this particular type of instruction.
This definition is important for prospective franchisees as it clearly outlines the scope of the Big Blue Swim School franchise. It sets boundaries on what the franchise is intended to offer, ensuring consistency across all locations. The exclusion of activities like competitive swimming in lower-temperature water, coaching, video analysis, laps, and wave pools means franchisees must adhere to the defined service model.
For a potential franchisee, understanding this definition is crucial for several reasons. First, it clarifies the services they are expected to provide. Second, it prevents them from deviating from the established business model without explicit approval from Big Blue Swim School. Finally, it helps in market analysis and business planning, ensuring that the franchisee's efforts align with the franchisor's vision for the brand. This focused approach allows Big Blue Swim School to maintain a consistent brand identity and service quality across all franchised locations.