Water Babies Enters a New Era with American Investment
Water Babies, the world’s largest baby and toddler swim school, has been acquired by Elmsley Capital and Westerly Group, marking a significant milestone in the company’s 22-year history. This new partnership is expected to propel Water Babies’ growth in the UK and international markets, particularly in the US, where the swim market is valued at around $3.5 billion.
The acquisition is a strategic move for Water Babies, which has already established a strong presence in the UK, Ireland, Canada, the Netherlands, China, and the US. With over 70 franchise outlets and 600 teachers, the company has taught more than 80,000 babies every year, making it a leading authority on baby swimming in the UK. The new owners, Elmsley and Westerly, have a history of supporting and growing established brands in the youth enrichment space, and their investment will enable Water Babies to expand its reach and offerings.
A New Chapter for Water Babies
Founder Paul Thompson, who is stepping down as owner, will remain involved in the business as a Non-Executive Board Director. Thompson expressed his excitement about the new chapter for Water Babies, stating that the company has a “fabulous team” and a “very special culture.” He believes that the new owners, Ross Brendel and Brian Burke, are the perfect custodians to take the business forward.
Howard Harrison, Group CEO of Water Babies, also welcomed the new ownership, stating that it has been part of the company’s strategy for some time. He believes that Elmsley and Westerly’s support will enable Water Babies to drive international growth and take the business to the next level. Harrison praised the new owners’ approach, saying that they have a “rare passion” for the business and a focus on all stakeholders, including children, parents, team members, and franchise owners.
Expansion into the US Market
The US swim market presents a significant opportunity for Water Babies, with the American Academy of Pediatrics recommending that formal swim lessons can start as early as age 1. Research has shown that early lessons can significantly reduce the risk of drowning, which is the leading cause of accidental death in children aged 1-4. With its world-leading program, Water Babies is poised to make a significant impact in the US market, offering its innovative aquatic program to American families.
Elmsley and Westerly’s investment in Water Babies is a testament to their commitment to supporting businesses in the children’s education space. As parents of children in Water Babies’ core demographic, they are passionate about the company’s mission and are well-positioned to drive its growth and success.
L-R: Ross, Paul, Howard & Brian from Water Babies
A Bright Future Ahead
With the support of Elmsley and Westerly, Water Babies is well-positioned for a bright future. The company’s commitment to providing high-quality swim lessons and its focus on stakeholder engagement have made it a leader in the industry. As Water Babies expands into new markets and continues to grow, it is likely to make a significant impact on the lives of children and families around the world.
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