I recently went one-on-one with Chris McCuiston, co-founder and CEO of Goldfish Swim School Franchising.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here?
Chris: My journey to Goldfish Swim School started on the baseball diamond, not in the pool. I was Captain of the Michigan State University Baseball Team, a single-season record-holder, and was even drafted by the Detroit Tigers Organization. But life had different plans for me.
The real turning point came when my wife Jenny, a 16-time High School State Champion swimmer and 17-time Collegiate All-American, started teaching swim lessons at a local swim club in 2004. I watched her business grow organically – she’d have waiting lists at every club she taught at. When she was teaching at the country club in 2004, we realized there was an enormous unmet need for quality swim instruction.
Adam: What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Chris: The biggest challenge? Neither of us had business experience in this industry. I had a finance degree, and Jenny had her background in Early Childhood Development & Family Studies, but we were stepping into completely uncharted waters. We spent two years – from late 2004 to early 2006 – traveling the country, attending swim school conferences, learning from other owners, and developing our business plan right from our kitchen table.
Opening day in Birmingham, Michigan, on March 20, 2006, was both thrilling and terrifying. We opened with over 500 students enrolled, which validated our concept but also meant we had to deliver on our promises from day one. Within two years, we were teaching more than 2,000 students per week. The pressure to maintain quality while scaling was immense.
The transition from athlete to entrepreneur taught me that the same discipline, teamwork, and resilience that made me successful in baseball would be critical in business. Every setback – and there were many – became a learning opportunity.
Adam: How did you come up with your business idea?
Chris: The idea came from observing a real problem in our community. Jenny was accumulating waiting lists everywhere she taught. Parents were desperate for quality swim instruction, but there weren’t enough options that combined safety, fun, and a curriculum that actually worked.
Adam: What advice do you have for others on how to come up with great ideas?
Chris: My advice for aspiring entrepreneurs: Pay attention to the problems around you. The best business ideas solve real pain points. We didn’t sit in a room brainstorming “hot business opportunities.” We saw families struggling to find quality swim lessons for their kids, and we knew drowning was the leading cause of accidental death for children ages 1-4. That’s a problem worth solving.
Also, leverage your unique combination of skills and passions. Jenny’s competitive swimming background, her degree in Early Childhood Development, and my business acumen and athletic discipline created a unique foundation. We weren’t just opening a swim school – we were creating an experience that would change lives and potentially save them.
Finally, don’t rush. We spent two years researching before opening our first location. We visited other swim schools, attended conferences, and built systems that we still use today. That patience and preparation made all the difference.
Adam: How did you know your business idea was worth pursuing?
Chris: The validation came in waves. First, Jenny’s organic growth as an independent instructor showed clear demand. She wasn’t marketing – parents were finding her through word-of-mouth, and she consistently had waiting lists.
Second, our research revealed alarming statistics: drowning is the #1 cause of accidental death for children through age 4. We weren’t just building a business; we were addressing a critical public safety issue.
Third, when we opened in Birmingham with 500 students already enrolled, we knew we had something special. Growing to 2,000 students per week within two years confirmed it.
Adam: What advice do you have on how to best test a business idea?
Chris: My advice for testing business ideas:
- Start small and validate demand – Jenny tested the concept by teaching lessons before we invested in a facility
- Talk to your customers – We listened to parents’ frustrations with existing options
- Research the market thoroughly – We spent two years learning the industry
- Look for recurring revenue potential – Our Perpetual Lessons model creates predictable, year-round enrollment
- Measure early results – We tracked enrollment, retention, and customer satisfaction from day one
Adam: What are the key steps you have taken to grow your business?
Chris: The key is finding the balance between thorough preparation and taking action. We researched for two years, but then we committed fully and opened our doors.
Adam: What advice do you have for others on how to take their businesses to the next level?
Chris: Our growth strategy has evolved through distinct phases:
Phase 1: Perfect the Model (2006-2009): We focused obsessively on creating the “Golden Experience.” We developed The Science of SwimPlay® curriculum, established our 4:1 student-to-teacher ratio, maintained our pools at 90 degrees, and built systems that could be replicated. We earned Ernst & Young’s Entrepreneur of the Year Award in 2017, validating our approach.
Phase 2: Franchise Expansion (2009-Present): We opened our first franchise in Farmington Hills, Michigan in 2009. Today, we have more than 200 schools open or in development across 40 states and Canada.
Phase 3: Build a Mission-Driven Culture: We established core values that guide everything:
- The Golden Experience
- WOW! Customer Service
- Integrity, Compassion & Trust
- Extraordinary Results
- Celebrate
These aren’t just words on a wall – they’re lived daily by our team members and franchisees.
Phase 4: Strategic Partnerships: We partnered with the USA Swimming Foundation, National Drowning Prevention Alliance, Every Child a Swimmer, Olympic swimmers like Ryan Murphy and Cullen Jones, Dr. Molly O’Shea, a renowned pediatrician and parenting expert, and Ellis & Associates for safety training. These partnerships amplify our mission and credibility.
My advice for scaling:
- Build systems before you scale – We spent years perfecting our model before franchising
- Hire for culture fit – Skills can be taught; values cannot
- Stay true to your mission – Growth is meaningless if you compromise quality
- Invest in your people – Our franchisees and team members are our greatest asset
- Measure what matters – We track student progress, safety metrics, and customer satisfaction religiously
Adam: What are your best sales and marketing tips?
Chris: Our marketing philosophy is simple: Create an experience so good that people can’t help but talk about it.
• Lead with your mission, not your product: We don’t just sell swim lessons – we help children be safer in and around water while building confidence and life skills. Parents connect with that mission emotionally.
• Make it easy to say yes: Our Perpetual Lessons model with flexible scheduling removes barriers. Families can fit lessons into their busy lives without the stress of session-based enrollment.
• Deliver WOW! Customer Service: From our tropical-themed facilities to our 90-degree pools to our friendly staff, every touchpoint is designed to exceed expectations. One of our core values is literally “WOW! Customer Service.”
• Leverage social proof: We have thousands of testimonials from parents whose children have learned life-saving skills. We share “Growing Up Goldfish” stories on social media. We’ve had students save lives using skills they learned at Goldfish.
• Create community initiatives: Our Safer Swimmer Pledge has engaged nearly 17,000 families and raised $17,000 for the USA Swimming Foundation. Our W.A.T.E.R. Safety presentations reach communities beyond our walls. Our Belize mission trip has been running for 10 years.
• Partner with credible voices: Working with Olympic swimmers, pediatricians like Dr. Molly O’Shea, and national organizations gives us credibility and extends our reach.
• Focus on retention, not just acquisition: Our Perpetual Lessons model and emphasis on continuous skill development means families stay with us for years, not just a season.
The bottom line: Authentic mission-driven marketing beats gimmicks every time. When you genuinely care about changing lives, people feel it.
Adam: In your experience, what are the defining qualities of an effective leader?
Chris: After 18 years building Goldfish and leading hundreds of franchisees and thousands of team members, I’ve learned that effective leadership comes down to these qualities:
• Servant Leadership: The best leaders serve their teams. I’m here to remove obstacles, provide resources, and create an environment where our franchisees and team members can thrive.
• Values-Driven Decision Making: Our core values aren’t negotiable. When faced with tough decisions, we ask: “Does this align with The Golden Experience? Does it demonstrate Integrity, Compassion & Trust?” This clarity simplifies complex choices.
• Vulnerability and Authenticity: I came from baseball, not swimming. I didn’t pretend to know everything. Being honest about what I didn’t know and surrounding myself with experts has been crucial.
• Relentless Focus on Mission: We exist to help children be safer in and around water. Every decision – from curriculum development to franchise expansion – must serve that mission.
• Empowering Others: We’ve built a system where franchisees can succeed, where instructors can make a difference, and where team members can grow their careers. I’ve watched former instructors become franchise owners. That’s leadership.
• Adaptability: From navigating the 2020 pandemic to evolving our curriculum, leaders must be willing to adjust while staying true to core values.
• Celebrating Wins: We recognize franchisees who live our core values with annual awards. We celebrate every ribbon earned, every life saved, every milestone reached. Recognition fuels culture.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Chris: 1. Invest in continuous learning: I’m constantly reading, attending conferences, and learning from other leaders. The moment you think you know it all is the moment you stop growing.
2. Build a strong leadership team: Jenny and I complement each other perfectly. She brings the swim expertise and curriculum vision; I bring the business operations and franchising strategy. Surround yourself with people who are better than you in specific areas.
3. Create systems, not dependencies: Early on, we built systems that could work without us being in every location. This allowed us to scale to 200+ locations.
4. Listen more than you talk: Our best ideas have come from franchisees, instructors, and parents. Create channels for feedback and actually act on it.
5. Lead by example: If we expect franchisees to deliver the Golden Experience, we must deliver it at the corporate level. If we value work-life balance for families, we must model it ourselves.
6. Embrace failure as learning: Not every decision has been right. We’ve had locations that struggled, initiatives that didn’t work, and strategies we had to pivot. Each taught us something valuable.
7. Find mentors: I’ve sought advice from other franchise leaders, business owners who’ve scaled successfully, and even coaches from my baseball days. Their perspectives have been invaluable.
8. Take care of yourself: Leadership is a marathon, not a sprint. As a father of four and CEO of a growing franchise, I’ve had to learn to prioritize health and family alongside business demands.
Adam: What is your best advice on building, leading, and managing teams?
Chris: 1. Hire for values, train for skills: We can teach someone to be a better swim instructor. We can’t teach someone to care about kids’ safety or to deliver WOW! service. Cultural fit is everything.
2. Create clear expectations: Every team member knows our core values, our mission, and what success looks like in their role. Ambiguity breeds frustration.
3. Invest heavily in training: All our team members are certified in First Aid, CPR, AED, and Supplemental Oxygen Administration. Our deck team is lifeguard certified through Ellis & Associates’ International Lifeguard Training Program. We have monthly in-services and regular audits. Excellence requires investment.
4. Empower decision-making: Our franchisees and general managers have autonomy to make decisions that serve their communities while staying true to our core values. Micromanagement kills innovation.
5. Recognize and reward: Our Core Value Awards celebrate locations that exemplify our values. We share success stories across the system. Public recognition is powerful.
6. Create growth pathways: We’ve had instructors become managers, managers become franchisees. When people see a future, they invest differently.
7. Communicate relentlessly: We over-communicate our vision, our wins, our challenges, and our plans. Transparency builds trust.
8. Make it fun: We’re teaching kids to swim in 90-degree pools with a tropical theme. If we’re not having fun, something’s wrong. Joy is contagious.
9. Address issues quickly: Whether it’s a performance problem or a safety concern, we address it immediately. Letting issues fester destroys culture.
10. Remember the “why”: When things get tough, we remind our teams why we exist: to help children be safer in and around water. That mission unites and motivates us.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Chris: Mission Before Money: We started Goldfish to address a critical safety issue – drowning prevention. Yes, we’ve built a successful business, but the mission drives everything. When you lead with purpose, profit follows. We’ve raised over $1 million for the USA Swimming Foundation, run a 10-year mission trip to Belize, and offer free W.A.T.E.R. safety presentations. This isn’t philanthropy separate from business – it IS our business. Entrepreneurs who chase money alone burn out. Those who chase missions build legacies.
Build Systems That Scale Your Values: As we grew from one location to 200+, we had to ensure every school delivered the same Golden Experience. We created The Science of SwimPlay® curriculum, established the 4:1 ratio, developed comprehensive training programs, and partnered with Ellis & Associates for safety standards. Your values mean nothing if they don’t scale. Document them, train them, measure them, and protect them fiercely.
Partnership Amplifies Impact: We partnered with the USA Swimming Foundation, National Drowning Prevention Alliance, Olympic swimmers, pediatricians, and safety organizations. These partnerships give us credibility, extend our reach, and amplify our mission. No leader succeeds alone. Find partners who share your values and complement your strengths. Together, you’ll achieve what you never could solo.
Adam: What is the single best piece of advice you have ever received?
Chris: “Stay in your lane, but make it the best lane in the world.”
This advice came from a mentor early in our franchising journey. It reminded me that we don’t need to be everything to everyone. We’re not a fitness center, not a country club, not a daycare. We’re a swim school focused on teaching children to be safer in and around water through our Science of SwimPlay® curriculum.
This advice has guided critical decisions:
- When competitors added rock walls and other amenities, we stayed focused on swim instruction
- When we could have expanded into other children’s activities, we doubled down on swimming
- When we faced pressure to lower our standards to grow faster, we maintained our 4:1 ratio and 90-degree pools
Being the best in our lane means:
- Having the most comprehensive curriculum
- Maintaining the highest safety standards
- Creating the most joyful learning environment
- Building the strongest partnerships with water safety organizations
- Training the most qualified instructors
Today, we’re teaching over 200,000 students per week across North America. We’ve been recognized by Entrepreneur Magazine’s Franchise 500 for being the #1 provider of children’s swimming lessons for 10 consecutive years. We’ve earned Ernst & Young’s Entrepreneur of the Year Award.
But more importantly, we’ve helped countless children be safer in water. We’ve had students use their Goldfish skills to save lives. We’ve partnered with families for years, watching little guppies become confident swimmers.
That’s what happens when you stay in your lane and make it the best lane in the world.
