Finding 1
Individual order values clustered tightly in this sample
Across 1,805 eligible individual orders, the median recorded value was $61.20. The middle 50% ran from $53.86 to $63.00.
Order value is not guaranteed to equal a posted lesson rate. Taxes, fees, discounts, deposits and multi-participant structures can affect what is stored on an order.
Finding 2
Bundles should be compared within format
The median eligible package order was $240.00, compared with $119.70 for plan orders. These totals describe checkout artifacts, not per-lesson economics.
For local pricing decisions, operators should pair these platform benchmarks with nearby competitor research, facility cost, travel time, instructor compensation and actual conversion data.
Recorded USD order values
| Booking type | Eligible orders | 25th percentile | Median | 75th percentile |
|---|---|---|---|---|
| Individual | 1,805 | $53.86 | $61.20 | $63.00 |
| Plan | 465 | $98.49 | $119.70 | $173.25 |
| Group | 165 | $34.26 | $175.00 | $393.75 |
| Package | 91 | $240.00 | $240.00 | $400.00 |
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 analysis excludes records with missing currency, even where legacy behavior may have implied USD.
- Order value is not normalized per swimmer, per lesson, by duration or by geography.
- The benchmark describes Swum transactions and is not a universal market-rate survey.