Finding 1
The typical recorded lesson was short and one-to-one
58.4% of countable historical lesson records were 30 minutes. Individual lessons represented 46.1% of records, while recurring plans represented 40.6%.
The travel option appeared on 1,905 records (9.4%). This describes recorded Swum usage, not the share of all swim lessons delivered at home or on the road.
Finding 2
Completed bookings often happened outside office hours
Among 8,638 completed parent bookings with a valid explicit time zone, 59% were placed outside 9 AM–5 PM local time. The peak hour was 7 PM.
The median lead time was 14 days among 8,949 bookings with a usable booking and lesson start time. 21.8% were placed less than one day before the lesson.
Finding 3
Late-cancellation exposure was concentrated but material
Among 4,030 cancellation records with valid non-negative notice, 30.6% occurred within 24 hours of the lesson and 8.5% occurred within two hours.
11% of eligible cancellation records were explicitly marked as rescheduled. These are record shares, not estimates of revenue loss, no-show rates or customer churn.
Lesson format mix
| Format | Records | Share |
|---|---|---|
| Individual | 9,348 | 46.1% |
| Plans | 8,231 | 40.6% |
| Packages | 2,026 | 10% |
| Semi-private | 645 | 3.2% |
Completed parent booking mix
| Booking type | Records | Share |
|---|---|---|
| Individual | 5,633 | 58.8% |
| Plans | 2,285 | 23.9% |
| Packages | 753 | 7.9% |
| Group | 450 | 4.7% |
| Semi-private | 409 | 4.3% |
Core timing measures
| Measure | Result | Eligible records |
|---|---|---|
| Bookings outside 9 AM–5 PM local time | 59% | 8,638 |
| Bookings from 7 PM–6 AM local time | 42.8% | 8,638 |
| Weekend bookings | 22.5% | 8,638 |
| Cancellations within 24 hours | 30.6% | 4,030 |
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
- This is a first-party Swum platform benchmark, not a census of the entire swim lesson industry.
- Provider accounts are the operational account attached to a record; they are not a deduplicated count of legal businesses or locations.
- The dataset is observational. Differences between formats or times do not establish cause and effect.
- Percentages may not sum to 100 because rare, missing or privacy-suppressed segments are omitted.