We have advised Water Babies Ltd (Water Babies), the world’s largest baby and toddler swim school, on its sale to Elmsley Capital (Elmsley) and Westerly Group (Westerly).
This change of hands will provide a springboard for Devon-based Water Babies Group to build on its success in the UK and existing international markets. Water Babies will leverage Elmsley and Westerly’s collective experience in positioning the business for further international expansion within the U.S. market.
Since its inception, Water Babies has grown into the world’s largest baby swim school, today teaching more than 80,000 babies every year through a network of family run franchise businesses across the UK, Ireland, Canada, The Netherlands, China and the US. With the support of over 70+ franchise outlets and around 600 teachers, Water Babies has won numerous consumer awards and established partnerships with bodies such as Swim England and the Royal Lifesaving Society. Water Babies is widely regarded as the leading authority on baby swimming in the UK.
The new owners recognise the amazing work that has been put into the organisation by all of its staff and franchisees and will continue with the well-loved business as usual in the UK and internationally.
Westerly and Elmsley both focus on long-term support to growing businesses in the children’s education space. Unlike a traditional financial buyer, they are backed by permanent family capital, free from the demand to realise immediate gains, and balance commercial returns with the desire to invest in sustainable, long-term growth to benefit future generations.
Ross Brendel, Managing Partner of Westerly, and Brian Burke, Managing Partner of Elmsley, are passionate about the child enrichment space as both parents of children in Water Babies’ core demographic and investors. They will serve on the Company’s Board of Directors.
In addition, Water Babies founder Paul Thompson will move to a Non-Executive Board Director role.
