Daddy Shark Swim School: A deep dive into their journey and success

Swim England recently caught up with Neil and Emma Ireland, the husband-and-wife team behind national award-winning swim school, Daddy Shark Swim School, to learn about their journey, teaching approach and the impact they’ve made in their community since opening in 2019.

How long has your swim school been established and can you briefly tell us the story behind opening it?

Daddy Shark Swim School was established in March 2019 by husband-and-wife team Neil and Emma Ireland. Neil, a former convenience store owner, and Emma, a solicitor, left their careers in 2016 to travel Europe in a motorhome with their young daughters. After their return, Neil became a stay-at-home dad but later trained as a swim teacher, blending his love of swimming with his natural rapport with children. The name “Daddy Shark Swim School” was suggested by a friend as a joke, but it stuck! The school began with one pool and has since relocated and now runs from two pools, with Emma onboard full-time as ‘Mummy Shark’.

What age range do you cater for and which disciplines do you offer?

We teach swimmers of all ages, starting as young as three months old. Our oldest swimmer to date was an 84-year-old lady who overcame her fear of water after her husband passed away. This rewarding experience remains one of our most memorable moments, marked by her heartfelt gift of The Boy, the Mole, the Fox and the Horse.

How many days a week do you offer lessons and what type of lessons do you deliver?

We operate seven days a week across two pools in Ormskirk and Southport, offering both group lessons and 1:1 sessions tailored to individual needs.

Can you share one of your favourite themes used in lesson planning?

A favourite is the “Making Pizza” theme with Stage 1 swimmers:

• Swimming on front: Kids “chop” onions and tomatoes with their kicking legs, “stir” sauce with scooping hands, and “blow” bubbles to cool the pizza sauce.
• Floating on back: The swimmer becomes the dough lying nice and flat, while others sprinkle imaginary toppings on them.
• Swimming on back: Using a float as a “pizza box,” swimmers kick to deliver the pizza to grown-ups poolside, shouting “Pizza delivery!”

How do you track progress and inform parents or students?

We use ThinkSmart software to monitor progress. Teachers update attendance and achievements after every session, sending automatic email updates to parents. When a swimmer is ready to move up, Emma coordinates new lessons with parents. We keep track of progress through regular 1:1 catch-ups with our teachers, making sure every swimmer has the chance to reach their full potential.

Can you share your best testimonial from the last six months?

Here’s a glowing review from Louise, the parent of a swimmer, Oliver, with PDA and other additional needs:
“I can’t even find the words to describe just how amazing this swim school is! Neil is so knowledgeable, patient, and understanding. He adapts lessons to suit my son’s unique needs each week, making it fun and engaging. Seeing my son grow in confidence and look forward to swimming is invaluable. Thank you so much, Neil and Emma!” Neil’s play-based approach has helped Oliver feel happy and secure in the water. Now, Oliver comes to his lessons with a big smile and continues to make wonderful progress at his own pace.

Where would you like to see growth in your swim school over the next 12 months?

As our people are our most important asset, our primary focus is on team development. Many of our teachers have already undergone Autism Swim certification and two have recently upskilled to deliver Baby and Pre-school lessons. Emma is currently undertaking her Swim England Level 3 Swim Coordinator qualification. Our reputation is for skilled, passionate teaching and our intention is to continue to develop the team’s skill set through ongoing professional development courses and in-house mentoring. We will also continue to bring in new talented teachers to the team, and hopefully train a new Level 2 swim teacher over the next 12 months. Beyond this, we aim to further our community impact by strengthening partnerships with local nurseries and primary schools, such as continuing to offer more water safety lessons. Additionally, we’re committed to expanding our efforts to support children with special educational needs and disabilities (SEND). One area we’re currently exploring is if we can find ways to teach children who might typically require 1:1 lessons within a group setting. Through careful planning, collaboration with industry experts, and close partnerships with families and schools, we hope to improve accessibility and provide more children with SEND the opportunity to experience formal, high-quality swimming lessons.

Do you influence learning to swim and water safety in your community?

Yes, in several ways! We deliver water safety talks at nurseries and share updates with schools and nursery newsletters. Our three annual Pyjama Shark Weeks focus on water safety, emergency responses, and rescues, equipping swimmers with life-saving skills. Notably, two young swimmers recently used these skills to stay safe in dangerous water situations. As an Autism Swim certified centre, we’re proud to support children with SEND, offering inclusive and tailored lessons. Local paediatricians and ASD charities regularly refer families to us.

What are three top tips for someone starting their own swim school?

• Join Swim England as a premium member for lots of support and resources, and follow their accreditation scheme as a best practice point of reference.
• Use a software system to manage everything, including lessons, swimmers’ progress, and customer data. As a time management tool, it’s worth the investment.
• Stay passionate—authenticity resonates with the families who choose you as their child’s swim school!

What has been the most useful aspect of working with Swim England?

We’ve proudly been a Swim England member since the very beginning of our swim school, and in September 2023, we achieved the honour of becoming their first-ever Premium Swim School member! This premium membership has been a truly valuable upgrade, providing us with a wealth of resources, professional development opportunities, and access to the incredibly supportive Technical Aquatic Team for bespoke guidance whenever needed. One of the most exciting benefits has been the chance to help train new swim teachers. Last year, one of our swimmer’s parents joined us to train as a swim teacher, and they’ve since become an exceptional member of our team, positively impacting the children and our swim school community.

We were thrilled to win silver in the Swim England Swim School of the Year and the Swim England Swimming Teacher of the Year (Neil) categories at the Swim England National Awards 2024 — achievements that reflect our commitment to excellence!

Find out more about the Swim England Swim School Membership here.