Jaime Zilverberg is a Colorado native and currently resides in Castle Rock, CO. Jaime started working at SafeSplash in 2006 and became a franchise owner in 2013. Before working at SafeSplash, she worked in broadcast television as a local news producer, but her love for swimming and working with children pulled her back into the world of swim lessons. Jaime, a lifelong swimmer, began teaching lessons in high school, continuing her career as a swimmer at Brown University. When not at the pool, Jaime enjoys spending time with her daughter and son, both of whom swim like fish! When not at a swim meet or on a field for her son's “land sports”, Jaime and her family are avid travelers!

Since joining as a team member back in 2006, what inspired you to become a SafeSplash owner in 2013?
When I started with SafeSplash in 2006, I did an array of things—Marketing, Managing, Training—all back when we only had one pool. Through my involvement across the business, I got to know the original owners Matt and Paul very well, who were passionate about helping employees grow within the business. At first, I thought “oh, I like just working here, especially being in the building with the kids.” My passion has always been swimming, so I really enjoyed watching our students grow as swimmers.
Around 2011-2012, I became involved in the sales side of the business, helping sell franchises. Working in an office setting and pregnant with my second child, I thought “you know what, I want to get back into the business where I see the kids and train the instructors.” In the end, I believed in the brand so much, I sold myself a franchise—and it was the best decision I ever made.

What do you love most about your job?
I love watching kids become passionate and happy both in and around water. Whether they use it for sport or just for fun, it gave me so much joy in my life, so being able to share that is something I greatly enjoy. Since I have been doing this for so long, I have so many swimmers who started really scared but went on to join swim teams or even continued swimming in college. When they come back, they always tell me their passion is “all because of SafeSplash”, which is a fun feeling to have.

What do you think is the most important skill that a successful franchisee should have?
Being passionate about what you’re doing. We are not selling hamburgers; we are teaching kids a life skill—something that could potentially save their lives. If you have that passion for helping your community, then you’re going to be successful.

What was something that came up as a franchise owner that you didn’t anticipate?
For me, the hardest part is staffing. While it can be difficult to find great instructors, the people I’m hiring have also changed: First, I was hiring millennials and now I’m hiring Gen Z’s. Regardless, it is important to make sure my team feels supported in their roles which helps them recognize that this is more than a job. You’re making a difference in the lives of kids, adults, and families. In essence, building up those relationships was more challenging for me than I had anticipated.

If you had one piece of advice to give to new franchisees, what would it be?
A piece of advice would be to remember that you’re making a positive impact. The beauty of this business in working with kids is that you will have ebbs and flows, as there is in every business. There are transition periods, whether in marketing, curriculum, or leadership, but you’ll always have a core base to build on. While you may have an up year and a down year, it is important to take a minute and realize that you are teaching a life skill that parents must give to their children which means swim lessons are something that people will always want to do.

Is there anything coming up that you are particularly excited about?
Honestly, our Fall Festival is coming up which is one of my favorite times of the year. We put pumpkins in the pool to create a floating pumpkin patch. On the business side, we’re pivoting our marketing to educate parents on the importance of swim lessons. On a personal note, I always enjoy helping new franchisees by hopping on a call to help or just listen.

Who are some of your biggest influences?
The original owners, Matt and Paul, put me on a path that I never expected. I thought I would be teaching swim lessons or using my history degree to teach others, yet here I am owning a business. Matt and Paul not only supported me when I was working for them but continued to be supportive throughout my career. I also look up to other entrepreneurs. I read books about people who started fitness businesses, but knowing how they grew their businesses from the ground up has always inspired me.

Can you recall an experience that made an impact on you?
One story that really sticks with me is from my time working at the first flagship SafeSplash location as an instructor. I had kids in my class who started very scared and attached to me. About a year into their lessons, there were several weeks where their mom didn’t come in with them, only their grandmother. When I said that I hadn’t seen their mom, one of them replied that “mom is sick”. I didn’t think much of it at the time, but their mom was very sick and ended up passing away. When I saw them regress a little bit and brought it up to their grandmother, I said that they were welcome to take a break and that we would do whatever we can for you and your family. Their grandmother replied firmly that “Nope, this is their constant. They love you and are coming every week. I don’t care if they get in or sit on the side, so long as they keep coming.” This story still pulls at my heart today because I was there for these kids and when their mom passed away, the one thing they wanted to do was come to swim lessons because it was the one stable thing happening in their lives.
Stories like this are why I push for my instructors to get to know their swimmers. While it is great for them to learn how to blow bubbles or do a back float, you never know what impact you may have in their lives. By developing a relationship with swimmers beyond the pool, they will remember their favorite swim instructor as they grow up.

What is a cause that you are passionate about?
Water safety is something that I feel needs to be more openly discussed. It is a known fact that drowning is the second leading cause of death in kids aged 4-12. This is a tragic reality which does not need to happen. One of the benefits of SafeSplash’s approach is that our curriculum is designed not just to teach swimming, but to instill essential water safety skills and foundational techniques. We focus on equipping kids with the confidence and knowledge they need to enjoy water adventures safely throughout their lives.

What is something surprising that people might not know about you?
I am a fourth-generation Colorado native. Growing up in this area, I have a strong passion for the success of my local community and feel that my SafeSplash locations are but one part of that. While they might not know the depth to which I swam growing up, I want to make sure that my community has the opportunity for new swimmers to emerge.

Describe an interesting hobby or pastime that you have.
I love NFL Football and am a huge Denver Broncos fan. When Football Season comes around, my family has had season tickets since I was young. Even when I’m not attending the games, I do fantasy leagues and pick’ems.

If you could go anywhere in the world, what is a place you would love to swim?
‍Fiji. I would love to stay in a hut over the water so I can jump in and swim in the crystal-clear waters. I’m not afraid of sharks or sting rays, so I would love to have this experience.