Baby squids wide logo

About us

Who we are and how we do it.

angel fish

Baby Squids was created from our passion to change swimming lessons for kids from goal-focused, structured and, sometimes stressful, classes, to fun, relaxed and consistently rewarding experiences.

Who are Baby Squids

In 2012 Laura was a first time Mum and couldn’t find the right style of swim class for her son. They all seemed too goal focused and didn’t allow the babies to simply enjoy the water in a supportive and encouraging environment. As a keen swimmer with a commercial business background Laura took the big decision to start a swim school.

Baby Paddlers went from strength-to- strength, growing through acquisition and expansion into new locations across the South of England. We have built a team of enthusiastic swimming teachers, all of whom teach with a kind, fun and child-led approach.

UK expansion via franchising began
in 2019, when we decided to develop Baby Paddlers into a wider-reaching, character-led brand and renamed it to Baby Squids.

Baby Squids is all about teaching children to have fun in the water.

Baby Squids is all about teaching children to have fun in the water.

Time for change

With the company’s excellent reputation well established across many parts of the South we are now looking for budding business entrepreneurs across the country to join Baby Squids via this exciting franchise opportunity.

The business has grown from being a small independent to a franchise model to help other people enjoy the same flexible and rewarding role that Laura had and still has.

With nine franchisees and 2500+ children swimming with us each week, we are looking for franchisees that are focused, honest, driven and excited by teaching children to swim! We enable our franchisees to enjoy personal and financial success and enjoy the flexibility that comes with it.nine

Our ethos


Honest and encouraging

We promise to always be open and honest about how your child is moving forward and in everything we do, with the aim to encourage and support parents to get the best out of their children.
baby squids starfish

Fun and positive

We promise to teach your child in a positive, fun way so that they love swimming as much as we do.

Progressive and exciting

We promise to help you and your child progress through the Baby Squids milestones at a pace that is right for your child.

As well as playing a part in spreading the unique Baby Squids ethos across the country, our franchise opportunity allows you to launch a high potential business quickly and with confidence. Like our growing band of franchisees, you too could build something great for you and your family in a highly supportive environment.

Three Squids Icon

About us

Find out about our background, history and values.

Award icon with squid

Success stories

Hear from our franchisees, who’ve been there and done it.

Squids and a Piggy Bank Icon


See how much you could earn, and what it costs to get set up.

Download a Brochure

You can unsubscribe anytime. For more details, review our Privacy Policy.