Finding 1
Thirty minutes was the platform center of gravity
The median duration was 30 minutes. Thirty-minute records represented 58.4% of eligible lessons, followed by 20-minute records at 20.5%.
The result is descriptive of Swum usage. It should not be read as a prescription for teaching time, which depends on swimmer age, goals, safety, format and facility constraints.
Finding 2
Recurring structures accounted for much of recorded volume
Individual lessons represented 46.1% of countable lesson records. Plan lessons represented another 40.6%, while packages represented 10%.
Because a plan creates multiple lesson records over time, record share should not be confused with the share of products sold or businesses offering each format.
Lesson duration distribution
| Duration | Records | Share |
|---|---|---|
| 30 minutes | 11,836 | 58.4% |
| 20 minutes | 4,160 | 20.5% |
| 15 minutes | 1,052 | 5.2% |
| 60 minutes | 932 | 4.6% |
| 45 minutes | 245 | 1.2% |
| 40 minutes | 194 | 1% |
| 90 minutes | 49 | 0.2% |
Rare durations are omitted under the publication thresholds.
Lesson type distribution
| Type | Records | Share |
|---|---|---|
| Individual | 9,348 | 46.1% |
| Plans | 8,231 | 40.6% |
| Packages | 2,026 | 10% |
| Semi-private | 645 | 3.2% |
Methodology
How the benchmark was produced
Swum ran a read-only aggregate extraction against its production operational records on July 31, 2026. The extraction never emitted document identifiers, names, emails, cancellation notes or other free text.
- Lesson cohort: past lessons only; schedule blocks, future records, failed or pending statuses, unsettled manual cash records and self-booking artifacts were excluded.
- Booking cohort: successful, non-manual parent orders with a valid creation time.
- Cancellation cohort: cancellation records with a valid cancellation time; schedule blocks were excluded.
- Account hygiene: 80 clearly internal, test, fake or generic coach accounts were excluded before analysis.
- Privacy: segmented findings require at least 10 records contributed by at least five provider accounts.
- Reproducibility: the published CSV contains the aggregate values used on these pages. It intentionally excludes row-level data.
Limitations
What this data cannot establish
- Future lessons, schedule blocks, failed or pending records, and other non-countable statuses were excluded.
- The same provider and family may contribute multiple lesson records.
- Record share is not the same as business adoption or revenue share.