ATSS
ATSS®
Business Model Overview
Aqua-Tots offers franchises to operate a swim instruction school that provides small-group and private swim lessons to the general public. The operational model is based on franchised brick-and-mortar Aqua-Tots Swim School outlets, available under single-unit and multi-unit development programs. The franchise centers on a proprietary System and curriculum, including training and certification provided at Aqua-Tots University for franchisees and designated operators to deliver the swim instruction program.
Pros & Cons Analysis
Pros
Cons
Legal Risk Score
The franchise reported no legal proceedings.
Territory Protection Score
The franchisee receives a 'protected' but not exclusive territory, a common but less safe arrangement. However, the franchisor can shrink the territory for perceived underperformance and sell online in the area—while the franchisee lacks a right of first refusal—undermining exclusivity and resulting in a weak score.
Training & Support Score
With a high training and support score (93), ATSS offers a robust, comprehensive program centered on substantial on-site assistance and extensive instruction totaling 154 hours, with initial training covering two people. A notable drawback is that on-site support requires additional franchisee-paid costs and living expenses are not covered.
Executive Summary
Aqua-Tots is a mature, mostly-franchised swim-school system (132 outlets, 131 franchised, 11 signed-but-not-open) showing active development but no Item 19 financial disclosures—a notable high-risk indicator that leaves unit-level performance unverified. The opportunity is capital-intensive: a non‑refundable $50,000 initial fee plus major build-out costs dominated by tenant improvements ($1.2M–$2.1M) and pool installation ($250k–$400k), with additional advertising and working-capital needs in the tens of thousands. Training and support are a clear strength (score 93; 154 hours of formal instruction and on-site assistance), although mandatory on-site support carries an expensive franchisee-paid rate ($1,295/day) and living/travel costs are not covered. Territory protections are weak (protected but not exclusive, franchisor can sell online, shrink territories for non‑performance, and there is no right of first refusal), which undermines exclusivity despite a clean legal disclosure (no reported proceedings) and zero disclosed terminations/non‑renewals.
Financial Performance Analysis (Item 19)
This franchise company did not publish these results.
Investment Requirements
Risk Analysis
- legal_risk_score: 100.0 vs 100.0 industry avg
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