From retail unit to thriving swim school
Client-side development leadership across feasibility, lease negotiations, funding, design coordination, procurement, construction and commercial launch.
A dedicated home for Swimwell
Swimwell identified a vacant retail unit at Kingsmead Retail Park. Wagtail led the subsequent commercial feasibility work, negotiated the property lease, helped assemble debt and shareholder-equity funding, and coordinated the development brief around a viable swimming operation.
Keeping the project commercially viable
First-round construction tenders substantially exceeded the available budget. Wagtail worked with the architects and wider team to redesign the scheme while retaining the essential swimming operation. When the intended main contractor withdrew shortly before the planned start, Wagtail renegotiated with a replacement within approximately four weeks.
Wagtail’s client-side responsibilities
Commercial feasibility and financing · Lease negotiation · Design and professional-team coordination · Supplier and contractor appointments · Delivery oversight · Site troubleshooting · Operational launch and ongoing support
Coordinating the structure and fit-out
The development required a new pool structure to be integrated within the existing building, alongside raised surrounding decks, internal partitions and customer circulation. Wagtail coordinated the pool supplier, structural framing specialists and construction team, helping to prevent any installation and interface issues that could have threatened progress.
Bringing specialist systems together
A warm-water teaching pool depends on closely coordinated filtration, circulation, heating, ventilation and electrical systems. Wagtail appointed and coordinated M&E designers and contractors, sourcing M&E specialists to assist the main contractor in getting the right people supporting the project.
A purpose-built teaching environment
The completed 20m × 8m pool provides a dedicated learn-to-swim environment with a consistent 1.3m depth, a design water temperature of approximately 31–32°C, and provision for two concurrent teaching groups. The wider premises incorporate reception, changing and customer areas.
130 to 750 weekly swimmers within 12 weeks
Dan worked with Julie Hand and the Swimwell team on launch planning and delivery, including development of the ambassador relationship with Olympic gold medallist James Guy. The new Kingsmead operation grew from approximately 130 to 750 weekly swimmers within 12 weeks of opening, reaching site-level operational profitability within ten weeks.
Client-side leadership through to operation
The converted Kingsmead retail premises now house a dedicated swimming facility with planned capacity for approximately 1,500 weekly swimmers. Wagtail continues to provide commercial support after launch.
Planning your own swimming facility?
Wagtail helps established swim school owners assess opportunities, negotiate workable arrangements and manage projects through to operation.
Discuss your project →