Besides the service mark, what are some distinguishing characteristics of the Goldfish Swim School system?

According to the 2025 Goldfish Swim School Franchise Disclosure Document, besides the service mark "Goldfish Swim School®", the distinguishing characteristics of the Goldfish Swim School system include uniform standards and procedures for efficient business operations. These also include procedures and strategies for marketing, advertising and promotion, customer service and development, design and construction techniques, distinctive interior and exterior design, layout, and décor. The Goldfish Swim School system also includes other strategies, techniques, trade secrets and confidential information, and the Confidential Brand Standards Manual.

For a prospective franchisee, this means that the Goldfish Swim School franchise offers a comprehensive and structured approach to operating a swim school. The franchisor provides not only the brand name but also detailed guidance on how to run the business effectively, from marketing strategies to facility design. This comprehensive support aims to create a consistent brand experience across all franchise locations and ensure quality service for customers.

The franchisee must adhere to the uniform standards and policies set by Goldfish Swim School, as detailed in the Franchise Agreement, the Confidential Brand Standards Manual, and other communications from the franchisor. Goldfish Swim School has the right to change or modify the System from time to time including, without limitation, the adoption and use of new or modified Marks or copyrighted materials, the presentation of the Marks, and computer hardware, software, required equipment, inventory, supplies, signs or sales and marketing techniques, certification requirements, modifications to the Confidential Brand Standards Manual, the offered products and services, the building and premises of the Franchised Swim School (including the trade dress, décor, and color schemes), and the adoption of new administrative forms and methods of reporting and payment of any monies owed to Franchisor (including electronic means of reporting and payment). This includes adopting new marks, copyrighted materials, computer hardware, software, equipment, inventory, and sales techniques. Franchisees are obligated to implement these changes at their own expense, ensuring uniformity across all locations. This requirement helps maintain brand consistency but also represents a potential financial burden for franchisees.

Goldfish Swim School also maintains an Internet website at the uniform resource locator www.goldfishswimschool.com that provides information about the System and the products and services that Franchisor and its franchisees provide. Goldfish Swim School will include at the Goldfish Swim School website an interior page containing information about the Franchised Swim School. Franchisee may be requested to provide content for Franchisor's Internet marketing and shall be required to follow Franchisor's intranet and Internet usage rules, policies and requirements. This allows Goldfish Swim School to control the brand's online presence and marketing efforts, ensuring a consistent message and image. Franchisees must adhere to the franchisor's guidelines for online marketing and website content, which may require them to invest time and resources in creating content that meets the franchisor's approval.