📋 Business Overview
Debbie Stevens operates Deb's Swim School from her heated pool at her home in Tyrone, GA (~45 min south of Atlanta). She's an American Red Cross Certified Water Safety Instructor with roughly 40 years of experience teaching all ages to swim.
Season: Second week of April through third week of September
Contact: Deb@DebsSwimSchool.com | 770-833-5604
📊 Key Stats
9.5 hrs
Max Daily Pool Time
60-75%
Extend Past 8 Lessons
Fridays reserved for makeup lessons. Peak hours (3-6 PM) booked through first week of September.
💰 Pricing
30-min lesson (children)$40
45-min lesson (adults)$50
1-hour lesson$80
Travel fee within 10mi$10
Travel fee beyond 10mi$20
Standard package: 8 classes over 4 weeks (twice weekly). 50% deposit upfront, balance due before first class.
Payment methods: Cash, check, Venmo, Apple Pay
⚠️ Current Challenges
1. Paper Calendar Only
No digital scheduling, no automated reminders. Everything managed on paper.
2. Personal Cell Bottleneck
All client communications come to Debbie's personal cell... she can't respond while in the pool (4+ consecutive hours at a time).
3. Physical Paper Waivers
~50% of clients don't bring completed paperwork to their first class. No digital alternative.
4. Manual Financial Tracking
Payment tracking done on paper first, then Excel. No accounting software.
5. Minimal Social Media
Very limited online presence. Huge growth opportunity being left on the table.
6. Seasonal, Weather-Dependent
Outdoor heated pool only... season limited to April through September.
7. Single Instructor Capacity
Debbie's sister Shea helps 1-2 days/week when her flight attendant schedule allows, but Debbie is the only consistent instructor.
8. Caregiver Responsibilities
Debbie also serves as primary caregiver for her husband Brandon... doctor appointments 1-2 mornings/week, plus errands and coordination.
🤝 VA Opportunity
Brad is planning to hire a full-time Virtual Assistant through Outsource Access (~$1,895/month) to handle inbound client communications, digital scheduling, client onboarding, payment tracking, social media, and Brandon caregiving coordination.
🌊 Miren Oca... Expert Insights
Brad Stevens & Miren Oca... Strategic consultation call, June 12, 2026
About Miren Oca
Founder & CEO, Ocaquatics Swim School (Miami, FL)
- 5 locations, 3.2 million+ lessons taught
- Built the business over 30+ years from a single backyard pool
- Certified B Corporation (rare for swim schools)
- Employee-owned company (ESOP)
- Named a Real Leaders Impact Award winner
- Board member and past president of the US Swim School Association
- Thought leader on water safety, business scaling, and community impact
Miren's Resources
💡 Key Insights from the Call
1 Start with Hotel/Health Club Pool Partnerships
Don't rush into a commercial lease. First priority should be approaching local hotels and health clubs about renting pool time during off-peak hours. This tests demand, builds clientele, and generates revenue with almost zero capital investment.
Miren did exactly this when scaling Ocaquatics before building dedicated facilities.
2 Join the US Swim School Association (USSA)
The USSA is THE industry organization for swim school operators. Provides business frameworks, insurance contacts, operational templates, and networking. Miren is a past president and can make introductions.
usswimschools.org
3 Insurance is Critical... Contact Risk Management Services
Commercial pool insurance is specialized. Miren recommended contacting Risk Management Services (her insurance provider). They understand swim school liability specifically. Miren will send contact information.
4 Hire for Character, Train for Skill
When hiring instructors, prioritize personality, warmth, and reliability over swim credentials. Certifications can be trained. The ability to connect with kids and parents is innate. This aligns perfectly with the OA VA hire... find someone personable and train the systems.
5 Consider AI Agents for Operations
Miren expressed strong interest in AI-powered operational tools. Scheduling, client communication, payment tracking... these can all be augmented with AI. This is exactly what Sterling (Brad's AI agent) does for other businesses.
6 Pool Covers/Bubbles for Season Extension
Miren mentioned pool bubble/cover frameworks that can extend an outdoor pool's season. She'll share information on this. Could help Debbie extend beyond the April-September window without a full indoor facility.
7 Look for Indoor Pool Locations in Atlanta Metro
Miren suggested locating any existing indoor pools in the broader Atlanta area that could serve as expansion locations or partnership venues.
📝 Action Items from Call
Miren is Sending:
- Atlanta-area swim school contact introduction
- Risk Management Services insurance contact
- Pool bubble/cover framework info
Brad's Next Steps:
- Join US Swim School Association
- Have VA contact local hotels about pool rental
- Research indoor pools in the area
🏢 Real Estate Analysis
Important: Based on Miren Oca's advice, the commercial lease should be a LATER priority. First, test demand and build revenue through hotel/health club pool partnerships (zero capital investment). The commercial space makes sense once the business outgrows the home pool + partner pool capacity.
120 St Stephens Ct, Tyrone, GA 30290
- ~3,000 SF commercial space
- C-2 zoning (general commercial... swim school likely classified as personal service or recreational/educational use)
- Adjacent to Dogtopia (synergy: pet owners = families with kids)
| Cost Item | Low Estimate | High Estimate |
|---|
| Base Rent ($17/SF/yr) | $4,250 | $4,250 |
| NNN Charges | $1,375 | $2,000 |
| Utilities | $1,250 | $2,300 |
| Total Monthly Occupancy | $6,875 | $8,550 |
| Total Monthly Operating (All-In) | $7,675 | $11,400 |
Option A: Modular Stainless Steel
$80K-$150K
Best long-term investment. Durable, customizable, professional appearance. Higher upfront cost but lowest lifetime cost of ownership.
Option B: Two Endless Pools E2000s
$70K-$110K
Lowest risk start. Self-contained, no excavation needed. Can start with one pool and add a second when demand warrants. Smallest buildout footprint.
Option D: Fiberglass Drop-In
$45K-$80K
Lowest cost option. However, challenging to install in existing retail space. Access and structural support may require additional engineering.
$175K-$200K
Minimum Viable Buildout
(Two Endless Pools)
~$267K
Mid-Range Buildout
Break-even at ~37 lessons/week at $60 average
25% Capacity$9,360/mo revenue... Near Break-Even
50% Capacity~$10,800/mo profit
75% Capacity~$23,300/mo profit
100% Capacity~$34,200/mo profit
- Request 5-year lease with 5-year renewal option
- Ask for $25-30/SF TI allowance ($75K-$90K toward buildout)
- Request 3-4 months free rent during buildout
- Get an exclusive use clause (no other swim school in center)
Tyrone Planning & Zoning: 770-487-4038
Fayette County Environmental Health (pool permits)
🏨 Hotels with Pools
Strategy: Propose off-peak pool access (9 AM - 12 PM weekdays). Carry own liability insurance. Position swim lessons as an amenity enhancing the hotel's offering. Start with one hotel, prove the concept, then expand.
Peachtree City (6 Hotels)
⭐ Top Pick
Hilton Peachtree City Hotel & Conference Center
2443 Hwy 54 W, Peachtree City, GA 30269
📞 770-487-2000
Indoor + Outdoor
Dual pools make this the best candidate for a formal rental agreement. Full-service hotel with meeting space, strong brand, high foot traffic.
Hilton Garden Inn Peachtree City
300 Westpark Dr, Peachtree City, GA 30269
📞 678-827-8400
Indoor Heated
Crowne Plaza Peachtree City
201 Aberdeen Pkwy, Peachtree City, GA 30269
📞 770-487-2666
Indoor Heated
Holiday Inn Hotel & Suites Peachtree City
203 Westpark Dr, Peachtree City, GA 30269
📞 770-487-4646
Outdoor Seasonal
Residence Inn by Marriott Peachtree City
100 Westpark Dr, Peachtree City, GA 30269
📞 678-724-4220
Outdoor Seasonal
Days Inn by Wyndham Peachtree City
2340 Hwy 54 W, Peachtree City, GA 30269
📞 800-329-1073
Outdoor Seasonal
Fayetteville (3 Hotels)
⭐ Top Pick
Holiday Inn Express Fayetteville
140 Governors Square, Fayetteville, GA 30214
📞 678-604-6770
Indoor
Newer property with indoor pool. Strong candidate for year-round partnership.
Hampton Inn Fayetteville
135 Pavilion Pkwy, Fayetteville, GA 30214
📞 770-460-6700
Outdoor
Quality Inn Fayetteville
130 Clover Reach, Fayetteville, GA 30214
📞 770-461-5600
Outdoor Seasonal
Fairburn (2 Hotels)
Best Western Plus
7840 Senoia Rd, Fairburn, GA 30213
📞 678-782-4700
Indoor (6 AM - 10 PM)
Wingate by Wyndham
7862 Senoia Rd, Fairburn, GA 30213
📞 770-892-3006
Heated Indoor
Newnan (3 Hotels)
Hampton Inn Newnan
40 Newnan Station Dr, Newnan, GA 30265
📞 770-253-8100
Outdoor
Home2 Suites by Hilton Newnan
35 Marketplace Dr, Newnan, GA 30265
📞 770-400-8830
Outdoor Saline
TownePlace Suites by Marriott Newnan
60 Newnan Station Dr, Newnan, GA 30265
📞 770-251-2700
Outdoor
🏋️ Fitness Centers & Health Clubs
Approach Strategy: Propose a "swim instructor in residence" or lane-rental model. Revenue share or flat monthly fee for time blocks. Your own liability insurance is key. Position swim lessons as a member benefit that drives new gym signups.
⭐ Top Pick
Kedron Fieldhouse & Aquatic Center
219 City Circle, Peachtree City, GA 30269
📞 770-631-2525
25-yard Competitive + Heated Instructional Pool
Municipal facility with a dedicated heated instructional pool... ideal for swim lessons. Discuss contracted instructor arrangement.
⭐ Top Pick
Fitness 54
100 Marketplace Connector, Peachtree City, GA 30269
📞 770-487-5454
4-Lane Indoor Jr. Olympic Lap Pool + Outdoor Family Pool
Major opportunity. They have NO swim program currently. A partnership here could be immediate and significant.
Onelife Fitness Lexington
Peachtree City, GA
📞 770-487-4273
Indoor Pool
Piedmont Wellness Center at Trilith
Trilith Studios area, Fayetteville, GA
📞 678-604-6275
Indoor Lap Pool
Growing area near Trilith Studios. Affluent, family-oriented community.
Summit Family YMCA
Newnan, GA
📞 770-254-9622
Indoor + Therapy Pool
Already offers swim lessons... potential competitor, but could be open to specialist instructors.
The Clubs of Peachtree City (Invited/ClubCorp)
Peachtree City, GA
Multiple Resort-Style Pools
Affluent membership base. Private club, so would need a member referral or formal partnership proposal.
Peachtree Dive Center
Peachtree City, GA
📞 770-487-6609
On-Site Instructional Pool
Has their own pool for scuba instruction. Competitor in a sense but scuba-focused, not swim lessons.
🏊 Community Pools
Glenloch Recreation Complex
Peachtree City, GA
Outdoor + Splash Pad (Seasonal)
Lynch Park Pool (Coweta County)
Coweta County, GA
4,200 SF Zero-Entry Pool
Zero-entry design is great for beginners and young children.
Newnan Community Pool
Newnan, GA
County-Operated
👀 Competitors
Sunsational Swim School
Mobile/at-home lessons model
Franchise model, sends instructors to client pools.
InstaSwim
Mobile private instructors
On-demand private swim instruction marketplace.
Swimply
Pool rental platform
Could be a listing opportunity... rent Debbie's pool for swim lessons or recreation.