Our vision

Using our passion and the power of water to impact lives, change the world

…and have fun doing it!

Our mission

Lead the world in creating safety and fun in and around the water.

Our values

swim safety icon

Safety is our number one priority!

We are driven to help everyone to be safe in and around the water.
swim safety icon

We own our customers' experiences!

We are empowered and accountable to take exceptional care of our customers.
swim safety icon

Fun is our number one goal!

We are passionate about the water and using it to positively impact lives.
swim safety icon

We deliver exceptional experiences!

We teach lifelong skills and create lasting memories.
swim safety icon

We are in the relationship business!

We build lasting relationships with our customers.
swim safety icon

We are positive advocates for the health of our oceans and waterways!

We create awareness, provide education and support conservation.
swim safety icon

Our relationships are built on trust!

We do the right thing, for the right reasons, all the time.
swim safety icon

We support our communities!

We create jobs and opportunities and work to promote water safety education in partnership with local organizations.
swim safety icon

We are trusted experts!

We provide expert knowledge, experience and instruction.

swim safety icon

The customer comes first, always!

We ask proactively, listen attentively and act accordingly.