Success stories

Here’s just a few of our franchisees who’ve made a success of Baby Squids.

Baby Squids was created out of 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.

Nadina

New Forest and Christchurch

Nadina worked for Baby Squids for five years prior to purchasing her franchise. She had seen first hand the flexible and supportive environment that surrounded Baby Squids so she took the plunge!

Nadina Robson Baby Squids New Forest Franchise Owner
Baby swimming
jellyfish
1

What’s the best thing about your franchise?

For me it’s the ability to make my own decisions and control my business to suit my life. This has been of immeasurable benefit to me and my family. I also enjoy spreading my wings in my local area, networking, and growing my own business.

Nadina

New Forest and Christchurch

Nadina worked for Baby Squids for five years prior to purchasing her franchise. She had seen first hand the flexible and supportive environment that surrounded Baby Squids so she took the plunge!

mother and baby swimming
jellyfish
Nadina Robson Baby Squids New Forest Franchisee
1

What’s the best thing about your franchise?

For me it’s the ability to make my own decisions and control my business to suit my life. This has been of immeasurable benefit to me and my family. I also enjoy spreading my wings in my local area, networking, and growing my own business.

2

What have been the biggest challenges?

I struggled with the tax, accounting and IT side, but thankfully Laura and her team gave me invaluable advice and assistance, including great guidance and training on the franchise management system, which once you get your head around is a real asset.
3

What’s a typical day like for a franchisee?

There are numerous tasks each week which make every day different, be it marketing, admin, finance, business development, talking with teachers and customers, and more. I can take my kids to school, pick them up, work in the evenings if the days have been busy or if the kids are off school. Flexibility and work life balance have improved dramatically, which I love.

Viki

East Hampshire

Viki runs classes from Bishop’s Waltham to Portsmouth and a few towns in between! Viki was looking for an enjoyable role that offered a mix of being able to earn a good income but also give the flexibility that she needs with her young family.

Viki Smith Baby Squids East Hampshire Franchise Owner
Toddler with ball in pool
angel fish
1

What support do you get from Baby Squids HQ?

There’s the verbal support when required, but paramount is the core systems that enable each franchise to work consistently and with ease, such as the franchise management system and the ongoing training. I also have to mention the team building days, taking part in varied activities, growing as a national team, supporting each other, building strong relationships with people in the same boat as you. Invaluable support that has boasted my confidence in taking Baby Squids East Hampshire, plus I’ve made new friends and had a lot of fun!

Viki

East Hampshire

Viki runs classes from Bishop’s Waltham to Portsmouth and a few towns in between! Viki was looking for an enjoyable role that offered a mix of being able to earn a good income but also give the flexibility that she needs with her young family.

boy with a beach ball on steps
angel fish
Viki Smith Franchisee East Hampshire
1

What support do you get from Baby Squids HQ?

There’s the verbal support when required, but paramount is the core systems that enable each franchise to work consistently and with ease, such as the franchise management system and the ongoing training. I also have to mention the team building days, taking part in varied activities, growing as a national team, supporting each other, building strong relationships with people in the same boat as you. Invaluable support that has boasted my confidence in taking Baby Squids East Hampshire, plus I’ve made new friends and had a lot of fun!
2

How has your business grown since taken on the franchise?

I have had a significant amount of support with finding a pool, Laura has encouraged me to continuously contact pools due to changing circumstances and it’s worked! I have found five new pools since starting mainly due to the network that Baby Squids have, and now have over 200 swimmers a week 🙂
3

Any advice to someone considering purchasing a franchise?

Talk to Laura! If you know you want to make a change to your life, introduce something that you have control over, ultimate flexibility, be your own boss, coupled with great support, being part of a bigger team, ideally a liking for water and children, then make the call, have a chat and see if it takes your fancy!

Nicky

Salisbury

Nicky previously didn’t have any swimming experience, or any experience of running her own business. Since starting in 2020, just as the pandemic hit, Nicky has managed to grow her classes significantly opening new pools in Wiltshire.

Nicky Jackson Baby Squids Salisbury and Andover Franchise Owner
boy swimming with beach ball
dolphin
1

How did you know you had found the right franchise?

I knew I had found the right franchise after a year or so into running the business. The pandemic was so disruptive to the entire childrens activity sector. There are stories of other franchises losing hordes of their franchisees due to the way they were supported. Not at Baby Squids; the support given was second to none, and this alone has made me realise how important trust is. The help I have received not only meant we survived, but actually prospered by focusing on the right things. I now earn a good income from it, and am managing to maintain a good work/life balance. I look forward to going to work every day which is critical for me!

Nicky

Salisbury

Nicky previously didn’t have any swimming experience, or any experience of running her own business. Since starting in 2020, just as the pandemic hit, Nicky has managed to grow her classes significantly opening new pools in Wiltshire.

boy swimming with beach ball
dolphin
Nicky Jackson Baby Squids Salisbury, Andover Franchisee
1

How did you know you had found the right franchise?

I knew I had found the right franchise after a year or so into running the business. The pandemic was so disruptive to the entire childrens activity sector. There are stories of other franchises losing hordes of their franchisees due to the way they were supported. Not at Baby Squids; the support given was second to none, and this alone has made me realise how important trust is. The help I have received not only meant we survived, but actually prospered by focusing on the right things. I now earn a good income from it, and am managing to maintain a good work/life balance. I look forward to going to work every day which is critical for me!

2

How did you secure finance for your franchise?

I used private savings to purchase the franchise. My initial investment was more than repaid in the first 12 months, my best investment by a country mile!

3

How did you come to make a final decision?

I made the final decision to buy a Baby Squids franchise after talking at length with two existing franchisees, and asking them all sorts of questions. It was really good to have such transparency which built a sense of trust early on. At the same time I had numerous conversations and information sharing sessions with Laura, and I went for it after that.

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