Mike Scrivner owns and operates SafeSplash Swim Schools in the DFW area with his wife Monica, including locations in Flower Mound, Keller, and Murphy. He is passionate about teaching water safety and swimming, using his background as a competitive All American and Division 1 swimmer. Mike spent 25 years in the banking industry before transitioning full-time into the swim school business. He and his wife, Monica, have owned SafeSplash for 13+ years. Mike enjoys coaching and watching sports, particularly college and professional teams.

What inspired you to become a SafeSplash owner?

We were the original SafeSplash Swim School owners in the system. At the time, I was working in Corporate America for a large U.S. bank and looking for a side business with a strong income stream—something I could eventually transition to full-time.  

In this business, you must keep adapting, and we knew that if we were going to be in it for the long run, expansion would be necessary. We didn’t want to grow too fast and lose quality, but we wanted to scale in a way that allowed us to provide high-quality lessons and great customer service. That’s always been our priority. By December 2016, I transitioned to full-time ownership, which gave us the ability to focus on refining our operations and growing strategically.  

We didn’t want to grow too fast and lose quality, but we wanted to scale in a way that allowed us to provide high-quality lessons and great customer service.

What led to your decision to expand beyond the initial location?

We started with two locations in 2010, operating in the Hosted model, where we teach inside gyms. It was a great way to get started, but it also came with challenges since we were dependent on the gyms' operations. Over time, some of those gyms closed, and we had to relocate to other gyms. In fact, we’ve had five hosted locations shut down over the years, which meant constantly looking for new water—something that’s not always easy to find.  

Because of COVID, we made the decision to open a dedicated facility in June 2021. That move gave us more control over the business and allowed us to provide a more stable environment for our students. Right now, we’re operating in two hosted locations in addition to the dedicated facility. We've always been mindful of how we grow—we never wanted to expand just for the sake of expansion. Instead, we focused on what we could properly manage while maintaining high-quality lessons and excellent customer service. That’s what we’ve always strived for, and while we’re not perfect, we continue to work toward that goal every day.

I love being able to share my passion for swimming with both kids and adults. As a parent, ensuring that my three kids learned to swim was a top priority—swimming is a life skill, not an option.

What do you love most about your job?

I love being able to share my passion for swimming with both kids and adults. As a parent, ensuring that my three kids learned to swim was a top priority—swimming is a life skill, not an option. I was a college swimmer, so there was no question that they would learn how to swim. Our first child didn’t like putting her face underwater, and at the time, before I owned a swim school, I probably didn’t teach her the best technique. She got really frustrated when she was about three, but it was a learning experience. Our twins were much easier to teach, and they took to swimming quickly. It’s like teaching lessons at the school—every kid is different. Some pick it up easily, while others struggle for various reasons. The challenge is part of what makes it so rewarding.

Swimming has always been a big part of my life, but coaching my kids in sports was also important to me. I always tried to coach them like I would any other athlete, not as their parent. I made sure to keep them moving, stay prepared, and treat them like part of the team. It’s about the process of coaching and guiding them to succeed, and that’s something I bring to every lesson at SafeSplash.

Who are some of your biggest influences?  

My two biggest influences in my early life were my dad and my age group swim coach. Both taught me the benefits of hard work, doing the dirty work, and working as a team.

Swimming was tough, and my coach didn’t put up with laziness—if you didn’t work hard, he’d let you know it. I never got yelled at too much because I liked swimming and worked hard at it. Success came easier that way, and it’s always easier to coach someone who’s successful. My coach really instilled in me the values of hard work and persistence.

My dad, too, was a huge influence. He was a hard worker and believed in doing things himself, even when it might have been easier to hire someone. He could’ve paid someone to do work around the house, but he always took care of it himself because he took pride in doing it well.

As an owner of a swim school, I apply the same mindset. There’s nothing in the facility that I wouldn’t do myself, even if it’s cleaning toilets. I can't ask someone else to do something I'm not willing to do myself. It's about leading by example and making sure I'm always willing to do the work that keeps things running smoothly.

Quality lessons are what drive word of mouth and customer loyalty, and that’s crucial for long-term success.

What do you think is the most important skill that a successful franchisee should have?  

For a successful franchisee, especially in the swim school business, I think the most important skill is the ability to effectively sell lessons and bring in swimmers, while also maintaining a high-quality experience. At the end of the day, financial success is tied to the number of swimmers you can enroll and retain. But that’s not just about marketing—it's about delivering a product that keeps families coming back. Quality lessons are what drive word of mouth and customer loyalty, and that’s crucial for long-term success.

In addition to that, consistency with processes is key. There are tried and true methods for how we run our schools—from how we teach lessons to the customer experience. Being able to consistently follow those processes, even when things get busy or unexpected challenges arise, helps ensure that every swimmer, every family, and every team member gets the same great experience each time. It’s that balance of sales, customer service, and operations that makes a franchisee successful.

What was something that came up as a franchise owner that you didn’t anticipate?

We were the original franchisees, so we were really at the forefront of things. Probably the biggest challenge we didn’t anticipate was the constant changes and adjustments, especially with the systems and processes implemented by the franchisor. In the early days, things were on a smaller scale, and as SafeSplash grew, there were a lot of changes. Despite these challenges, we’ve always had a good relationship with the corporate office and appreciate their support. Streamline and SafeSplash are constantly evolving, and we’ve seen improvements over time.

As the franchise network has expanded, so has the level of support. With more locations and experience, the franchisor has been able to refine processes, provide better resources, and help franchisees navigate the challenges of running a swim school. Things are always changing, but the ongoing adjustments are part of growth, and we’ve seen firsthand how the support system has continued to improve over the years.

Streamline and SafeSplash are constantly evolving, and we’ve seen improvements over time.

If you had one piece of advice to give to new franchisees, what would it be?  

My advice would be to do your homework and really analyze the competition—or even potential competition—in your area. It’s a crucial part of the business, especially in a competitive market like Dallas-Fort Worth. We have probably faced more competition than many other franchisees, simply because of the number of swim schools in this area. New swim schools can pop up unexpectedly, and that can significantly impact your revenue. You must stay on top of who’s out there and always look for ways to differentiate yourself.

We’ve seen this firsthand with our second location. We opened two schools around the same time—one was a hosted location inside a 24-Hour Fitness. It took us a few years to build the clientele, but by year three, we were seeing great numbers—around 450 swimmers during peak season. Then, suddenly, a competitor opened within a mile of us, and that competitive pressure cut our numbers down by half. When you’re in a hosted location, especially one inside a gym, it can be tough to compete with a dedicated facility. To respond, we had to adjust our pricing structure—sometimes setting it lower or offering promotions to remain competitive.

You must stay flexible with pricing and your offerings. That’s something we have full control over as franchise owners, and it can make a huge difference when you’re up against the competition. Always keep an eye on what’s going on around you and be ready to adapt.

We’re really excited about the S.A.F.E.R. Swimmer Promise because it aligns perfectly with what we’ve always prioritized in our swim schools—safety, fun, and quality.

Is there anything coming up that you are particularly excited about?  

We’re really excited about the S.A.F.E.R. Swimmer Promise, a new program that helps children learn critical water safety skills and self-rescue techniques in one year or less, because it aligns perfectly with what we’ve always prioritized in our swim schools—safety, fun, and quality. As a swim school, safety is always at the top of our list, but we also want every swimmer to feel successful and enjoy the learning process. The S.A.F.E.R. Swimmer Promise helps us make sure we’re not just focusing on teaching swim strokes, but on creating a positive, effective experience that supports both safety and personal achievement.

This promise is a way to set high standards and hold us accountable, ensuring that every swimmer, whether they’re a beginner or advanced, gets the best possible experience. It’s our way of demonstrating to our community that we’re committed to providing top-notch lessons that don’t just focus on swimming, but on making sure every lesson is safe, enjoyable, and results driven. It’s all about creating a strong foundation for every swimmer to build on.

What is a cause that you are passionate about?  

I am very passionate about teaching as many people as I can how to swim, so they are safe in the water and can enjoy a lifetime of fun and fitness. Growing up as a competitive swimmer, swimming was always a huge part of my life. It’s something I’ve always been passionate about, and now, as a swim school owner, I’ve really come to understand just how important it is for everyone to learn this life skill.

As we’ve grown the business, I’ve also realized how many people don’t know how to swim, which can be a serious safety concern. We’ve learned a lot about drowning rates and how much of a difference teaching kids and adults to swim can make. Over time, my passion for swimming has evolved into a mission to spread awareness about the importance of swimming for safety, fun, and fitness. It’s become a driving force behind the business, and I’m proud to be part of helping people develop this life-saving skill.

Over time, my passion for swimming has evolved into a mission to spread awareness about the importance of swimming for safety, fun, and fitness.

Describe an interesting hobby or pastime that you have.  

I love yard work and creating beautiful landscapes at my home. It's something that gives me a sense of accomplishment and allows me to enjoy the outdoors. In addition to that, I have a real passion for sports, especially youth and professional sports. My favorite sport to watch is College Football. Monica graduated from Texas A&M, and my daughter just graduated from there too, so we've been more involved with A&M in the last few years. A&M is number one for us, but I also tend to follow other college teams. I graduated from a small school that didn't really have much of a football presence, so I enjoy picking up on teams that are more successful. College game days are always more enjoyable when your team wins!

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