BFA FEATURE
Water Babies Brand Awareness
Water Babies has a mission: to create the best early years swim school in the world, offering children the best start in life and making Water Babies the best business to work for. This isn’t just a statement; it’s what drives their entire brand strategy. Their goal is to provide customers with the best possible experience, which has led to an exciting project involving collaboration across their business.
To start a new chapter, Water Babies has transformed traditional swimming classes into an immersive experience called “Oceans of Imagination.” This programme turns the swimming journey into an adventure of discovery,
introducing children to imaginative islands and exciting characters.
This initiative is a commitment to thoroughly assess the entire customer journey, aiming to deliver an engaging and interactive learning experience for families. Phases 2 and 3 will continue to enhance “Oceans of Imagination” over the next year, catering to each child’s distinct developmental journey.
Water Babies’ franchise network played a vital role in launching “Oceans of Imagination” with comprehensive support, including training, guides, and collaborative engagement. This initiative is central to the brand’s strategy, addressing barriers and fostering
collaboration for continued success.
Recognising the importance of having enough teachers for “Oceans of Imagination” lessons, Water Babies identified teacher recruitment as a strategic project. The goal is to attract, train, and keep the best-trained baby, toddler, and early years swimming teachers worldwide. Collaborating with franchisees, this initiative ensures recruitment aligns with the business’s values.
Water Babies Franchisor Trailblazer
In 2022, Water Babies achieved a milestone by becoming the first baby swimming school in Europe to earn B Corp™ certification, showcasing their commitment to integrating social and environmental responsibility into their business. This certification, covering governance, workers, community, environment, and customers, reflects their adherence to the highest standards of performance, transparency, and accountability.
Water Babies’ path to sustainability involves ambitious goals and ongoing
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improvements, guided by the ‘Bee Keepers’ team. They collaborate with suppliers for sustainability, reduce disposable swim nappies in landfills, and expand the Children’s Alliance Foundation to benefit communities.
The Children’s Alliance Foundation, focusing on water activity access and advocating for a strong start in life, has executed impactful projects like providing swimwear to inner-city schools and supporting children’s mental health through surf therapy.
Water Babies customers have contributed over £5 million to Tommy’s, a UK charity
researching miscarriage, stillbirth, and premature birth, demonstrating the brand’s commitment to social responsibility beyond swimming lessons.
Water Babies also values their franchisees, receiving the Platinum Award in the 2022 Investors in People accreditation, ranking 2nd overall in their sector.
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