Turn a promising opportunity into a project you can commit to.
Your own pool needs more than a suitable-looking building. I'll help you test the commercial case, understand the requirements and plan the route to delivery before you commit major capital.
Talk through your opportunity →
Is this the right pool, in the right place, for your business?
A building can look right and still be wrong for a swimming operation. The numbers, property terms and technical requirements need to work together.
Get Set brings those questions into one practical business case. We assess the opportunity against your teaching model, local demand, delivery costs and future operating requirements.
The aim is a clear decision: progress, adapt the proposal or stop before you spend more.
Better decisions before bigger investments.
The question is more than whether a pool can be built. It's whether you're developing the right centre, in the right place, for a market that can support it.
Wagtail Beacon is our proprietary, AI-assisted market intelligence and decision-support platform, currently in development. Its structured analytical approach supports Wagtail's feasibility work, bringing location research, customer affordability, competition and commercial assumptions into the same decision.
You work directly with Dan Allen. Beacon supports his industry experience and professional judgement with structured research, comparison and evidence.
A commercially relevant customer market
Assess families in the target age groups, affordability and plausible customer demand, rather than relying on population totals.
The competition that matters
Examine providers' facilities, pricing, teaching arrangements and estimated capacity to understand customer overlap and opportunities to differentiate.
Where to focus the property search
Compare markets and catchments using customer location, travel times, accessibility and competing provision, before concentrating on individual sites.
A clearer basis for the next decision
Bring findings into structured reports that explain evidence, assumptions, risks, confidence levels and outstanding questions. The recommendation may be to progress, gather more evidence or stop.
Location research, detailed catchment analysis, affordability assessment, competitor intelligence and structured decision reports are already being used and refined through project work. Further development focuses on automation, evidence acquisition, data processing, validation and repeatable reporting. Beacon supports professional judgement; specialist surveys, planning advice, engineering assessment and legal due diligence remain part of the investment process.
See how the evidence supports the decision.
Examples from the Wallisellen reports show how catchment scale, household affordability, competitor pricing and capacity evidence inform the commercial assessment.
Original report excerpts from Wagtail Beacon project work. Estimates, confidence levels and evidence limitations are shown within the analysis.
Understand the building before committing.
Example condition assessments, asset registers and investment priorities show how evidence about an existing facility informs the development decision.
View larger example
View larger example
View larger example
Put the important questions on the table.
The work is shaped around your starting point. You may have a specific property in mind, several options to compare or a business ready to begin its search.
Test the opportunity
Review existing swimmers, catchment, demand, competition, pricing and the teaching capacity the proposed facility needs to support.
Assess the site
Consider location, access, layout, tenure and landlord requirements, coordinating specialist input into the building and its suitability.
Define the facility
Translate your operating model into pool dimensions, teaching arrangements, changing provision and the brief for technical advisers.
Develop the business case
Bring together indicative capital costs, operating assumptions, cash flow, working capital and sensitivity analysis so the risks are visible.
Prepare the investment story
Clarify the funding requirement and prepare the commercial information for discussions with investors and finance providers.
Plan the route forward
Identify specialist appointments, approvals, procurement choices, programme dependencies and the decisions required before construction.
Know what needs to be true before you move forward.
I'll draw the commercial and delivery picture together so you can see the assumptions behind the proposal and the work still needed to validate them.
That means a practical set of next steps, responsibilities and decision points, with risks and unresolved issues made clear.
Designers, surveyors, engineers and other appointed specialists provide advice within their own disciplines. Wagtail coordinates that input with your business objectives.
See the commercial decisions behind Swimwell Stafford and Wellingborough.
A clearer basis for commitment
Progress when the case supports it.
If the opportunity stacks up, Go takes the project into property negotiations, procurement and delivery. If it needs more work, we refine the proposal or revisit business readiness first.
Before you commit.
Is Wagtail Beacon a tool I need to buy or operate?
No. Beacon supports Wagtail's consultancy process. You work with Dan Allen, who uses structured analysis to assess the opportunity and explain the findings. It is not a separate customer-operated software service or a guarantee of profitability.
Do I need to have found a site?
No. We can start by defining the type of facility, location and property requirements that suit your swim school, or assess a specific opportunity you have already identified.
Can you guarantee funding or a viable project?
No. This stage tests the case and helps you prepare for funding discussions. Funding decisions remain with the relevant investors and lenders, and some opportunities will not justify proceeding.
Does Get Set include technical design?
Wagtail develops and coordinates the commercial brief. Technical design, surveys and certification are undertaken by appointed specialists, with the scope and responsibilities agreed for the project.
Have an opportunity you want to explore?
Tell me about your swim school, the facility you have in mind and the decisions in front of you. We'll work out what needs testing first.
Discuss feasibility with Dan →