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For swim coaches

Fill the Masters squad. Win the triathlete.

In-House is your AI marketing team. It actually fills your weekly pool deck: it ranks for 'swim coach [suburb]' and 'stroke correction [suburb]' against the local Learn-to-Swim chains, drafts the Masters Swimming Australia squad intake, and converts a $100 1:1 stroke-correction lesson into a triathlon-swim-prep block before Cole Classic.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency
$1,400 to $2,600 / mo
Slow. Expensive. Removed from your business.
An agency that has never been on deck at 5am. They run a generic 'sports coaching' Meta funnel, never mention your ASCTA accreditation or your Swimming Australia coach licence, ignore the open-water race calendar (Cole Classic, Pier-to-Pub, Big Swim) that drives triathlete intake, and don't know that the private-school swim programme tender season is the actual revenue event.
DIY tools
$60 to $140 / mo + your evenings
Cheap, but it just hands you a dashboard.
A Squarespace site, TeamUp or ClassForKids, Mailchimp, Instagram, your own Google Business profile. Cheap, but the Masters squad intake page goes live the week the term starts, the Cole Classic prep cohort intake is invisible to anyone Googling for it, and the private-school programme tender from Newington has been sitting in your inbox since Friday.
ACTUALLY DOES IT
In-House
$299 / mo flat
Cheap, and it actually does the work.
The AI marketing team ships a page per service per suburb (Masters squad, 1:1 stroke correction, open-water prep, triathlon-swim, private-school programme), runs the seasonal-intake ads, drafts the tender response in 30 seconds, and converts a 1:1 stroke-correction lesson into a 10-week prep block. You upload an underwater stroke video, approve the week, done.

An independent swim coach sells five different blocks to five different swimmers

The reality

An independent swim coach sells five totally different products: 1:1 stroke correction at $70 to $130 per hour for the adult who hasn't swum since school, 2:1 + small-group (4 to 6) squad coaching for serious club swimmers, Masters Swimming Australia squad coaching for the 35-to-70-year-old competitive Masters swimmer, open-water swim training for the Cole Classic + Pier-to-Pub + Big Swim cohort and the triathlon-swim leg prep specialist, and private-school swim programme contracts at Newington, Trinity, SCEGGS, St Joseph's that pay $30K to $100K a year. Each one is a totally different buyer in a totally different head-space, on a totally different timeline. The 'middle-aged dad who wants to fix his freestyle' is not the 'serious Masters swimmer training for State titles' is not the 'triathlete needing to do 1.5km open-water in under 30 minutes for the next Ironman 70.3'. A single 'swim coach' page with your ASCTA accreditation buried on the About loses every single one of them, and the indoor heated 25m + outdoor 50m pool partnership that makes the whole business work is invisible to anyone who isn't already in your WhatsApp group.

What good looks like

Good swim-coach marketing has three jobs running in parallel: a service-plus-suburb page library so 'stroke correction Bondi', 'Masters squad Sydney', 'open-water swim coach Mornington Peninsula' and 'triathlon swim coach Brisbane' each find you, an ASCTA-and-Swimming-Australia trust layer (ASCTA accredited Swim Coach plus Swimming Australia Bronze / Silver / Gold / Platinum coach licence plus WWCC) on every page header, and a private-school programme tender response page ready to send in 30 seconds when a sports coordinator from Newington or Trinity emails. The coaches at full deck have all three; the coaches with three Tuesday 1:1s rely on the Masters Swimming Australia club listing and an Instagram from squad.

Five blocks, five landing pages
1:1 stroke correction, Masters squad, open-water prep, triathlon-swim leg, private-school programme. Each is a different swimmer, a different price point, and a different sales cycle. One 'swim coach' page loses all five.
The open-water race calendar is the cliff
Cole Classic in February, Pier-to-Pub in January, Big Swim in November. Triathletes Google 'open-water swim coach [city]' 10 to 14 weeks before race day. Coaches without a dedicated open-water-prep landing page lose the whole cohort to the coach who has one.
School programmes are the revenue base
A single private-school swim-programme contract ($30K to $100K a year, multi-year) is more revenue than 200 1:1 stroke-correction lessons. Coaches without a tender-response page and case studies lose the tender to the coach with a six-page PDF.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a swim coaching business sees in the first weeks, in the actual format it lands in.

Web Agent
Live · yourbusiness.com.au/open-water-swim-coach/mornington-peninsula
yourbusiness.com.au/open-water-swim-coach/mornington-peninsula

New service-plus-suburb page: 'Open-water swim coach on the Mornington Peninsula' headline, your ASCTA accreditation and Swimming Australia Silver licence, the 10-week Pier-to-Pub build calendar, the indoor heated 25m pool partner for the early weeks, the outdoor 50m pool plus Sorrento back-beach for the late weeks, indicative 10-week block fee ($580), six photos from a Saturday morning open-water session, and an FAQ on wetsuit choice, sighting drills and what to do if the swell picks up. Indexed in 48 hours, ranking page 1 for 'open water swim coach mornington peninsula' inside three weeks.

One per race target, per suburb you coach in
Advertising Agent
Live · Google Ads · Cole Classic prep
Ad · yourbusiness.com.au
Cole Classic Swim Prep · 10-Week Build · Sydney

ASCTA-accredited swim coach, 10-week build to Cole Classic 2km or 9km. Indoor heated pool for the early weeks, Bondi open-water sessions for the last six. Wetsuit-and-sighting drills included. Block of 10 sessions $580. Cohort intake mid-November. Reply by end of day, guaranteed.

Spend lifts dramatically October-November and December-January for the summer race calendar
Social Media Agent
Scheduled · Wed 7:00pm · Instagram Reel + Story
Your photo
Reel cut from the underwater stroke video you uploaded

"Wednesday's stroke correction with Marcus, an Ironman 70.3 athlete losing 4 minutes a 1.9km swim leg to a high elbow drop. Three weeks of catch-phase work on the pull-buoy, then we transitioned to full stroke with two ON360 underwater cameras tracking the elbow at entry. Watch his right hand: week 1 it's dropping to nearly straight at catch; today it's holding at 100 degrees through the catch and pulling water back. That's 90 seconds off his swim split before he's done a single open-water session." Drafted in your voice from the underwater clip you uploaded.

Real student with consent, underwater stroke data visible
SEO Agent
Auto-applied · approval rules
Google Business Profile update
Services list expanded from 4 to 16 (1:1 stroke correction, 2:1 stroke correction, small-group squad coaching, Masters Swimming Australia squad, open-water swim training, triathlon-swim leg prep, Cole Classic prep, Pier-to-Pub prep, Big Swim prep, private-school programme, video-stroke analysis, swim-camp + altitude-camp, ASCTA-accredited Swim Coach, Swimming Australia Silver licence, +2 more), 'wheelchair accessible' attribute added to the pool partner, primary category corrected from 'Swimming pool' to 'Swimming instructor', WWCC and ASCTA credentials added to business description.
Live in your profile within the hour
$299 / mo
Flat. No tiers, no markup.
9 min
From sign-up to live marketing.
60+
Pieces of content a month.
0
Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Sets the plan around the open-water race calendar and the school tender season: open-water-prep intakes 10 to 14 weeks before Pier-to-Pub (January), Cole Classic (February) and Big Swim (November); triathlon-swim push 12 weeks before Mooloolaba 70.3 and Cairns Ironman; private-school programme tender push September-October; Masters squad intake in February and July. Briefs the other agents so the service-suburb pages, the seasonal ads, the underwater stroke posts and the tender response all push toward the right intake at the right time.

Answers: the open-water race calendar is the cliff
Web Agent

Imports your existing site and ships a service-plus-suburb page library covering 1:1 stroke correction, 2:1, small-group squad, Masters Swimming Australia squad, open-water prep (one page per major race), triathlon-swim leg prep, and the indoor heated 25m + outdoor 50m pool partner pages. Builds a separate private-school programme tender response page with case studies (Newington / Trinity / SCEGGS / St Joseph's-comparable), and a swim-camp + altitude-camp + Hawaii/Brisbane warm-water-train trip page for the squad's annual camp.

Answers: five blocks, five landing pages
SEO Agent

Owns whether you appear for 'swim coach [suburb]', 'stroke correction [suburb]', 'open-water swim coach [city]', 'Cole Classic prep', 'triathlon swim coach [city]' and 'Masters swim coach [city]' against the Learn-to-Swim chains who can't defend any of these. ASCTA accreditation, Swimming Australia coach licence level (Bronze / Silver / Gold / Platinum), Masters Swimming Australia coach status and WWCC surface on every page header. Auto-applies the low-risk fixes.

Answers: five blocks, five landing pages
Advertising Agent

Runs a permanent Google Ads layer on 'swim coach [suburb]' and 'stroke correction [suburb]' year-round, lifts spend dramatically 10 to 14 weeks before each major open-water race (Pier-to-Pub, Cole Classic, Big Swim) and triathlon (Mooloolaba, Cairns, Western Sydney 70.3), and runs a separate LinkedIn-and-Meta layer at private-school sports coordinators in September-October for tender season. Pauses Masters-squad ads when the term is full; restarts the week the next intake opens.

Answers: the open-water race calendar is the cliff
Social Media Agent

Turns every underwater stroke video, Masters squad session, open-water Saturday morning, swim-camp trip and triathlon-swim PB into a post in your voice: a Wednesday underwater stroke Reel, a Sunday Masters squad recap, an open-water-from-the-back-of-the-pack drone shot, a Hawaii or Brisbane warm-water-camp carousel. Builds the case for a real ASCTA coach with underwater video over a Learn-to-Swim instructor doing adult lessons on the side. You upload one 60s underwater clip, the agent drafts the caption, you approve.

Answers: five blocks, five landing pages
Content Agent

Drafts the swimmer-search Q-and-A that catches the consideration buyer 14 weeks before race day: 'how to train for Cole Classic in 10 weeks', 'fix your freestyle catch in 3 stroke-correction sessions', 'why your Ironman swim split won't improve without underwater video', 'Masters Swimming Australia vs a recreational squad, which is right for me'. Two a month, in your voice, that pull consideration-stage search and double as a Speedo / arena / TYR brand-partnership hook for squad kit.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

  • Service-plus-suburb pages drafted for 1:1 stroke correction, Masters squad, open-water prep and triathlon-swim leg in week one.
  • ASCTA accreditation, Swimming Australia Bronze/Silver/Gold/Platinum coach licence and WWCC surfaced on every page header by day 4.
  • Private-school programme tender response page live with case-study format and a 30-second 'request a tender response' button by day 7.
  • Race-specific open-water-prep landing pages live for the next Cole Classic, Pier-to-Pub and Big Swim, each with a 10-week build calendar.
  • Indoor heated 25m + outdoor 50m pool partnership pages live with the venue, available lanes and your coached session times.
  • Speedo / arena / TYR squad-kit partnership page live with member discount by day 12.
  • Google profile flipped from 'Swimming pool' to 'Swimming instructor' with the full 16-strong service list.
  • Underwater video-stroke-analysis review (ON360 + UnderwaterAudio) surfaced on every 1:1 stroke-correction page as a deliverable.
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Your first 30 days.

  • Annual plan built around the open-water race calendar (Pier-to-Pub January, Cole Classic February, Big Swim November) plus triathlon calendar (Mooloolaba February, Cairns Ironman June, Western Sydney 70.3 November) plus school tender season September-October, delivered by Sam
  • Service-plus-suburb pages indexed for 1:1 stroke correction, Masters squad, open-water prep per major race, triathlon-swim leg prep, and the indoor + outdoor pool partner pages
  • ASCTA accreditation, Swimming Australia coach licence level, Masters Swimming Australia coach status and WWCC surfaced on every page header
  • Private-school programme tender response page live with case studies (Newington / Trinity / SCEGGS / St Joseph's-comparable format), sample programme and 30-second tender enquiry button
  • Open-water-prep cohort intake landing pages live 10 to 14 weeks before each major race, with the 10-week build calendar and indoor-pool-to-outdoor-open-water progression
  • Triathlon-swim leg prep landing pages live for the next three target events, with sighting drills, wetsuit-fit guidance and pacing strategy
  • Google profile rebuilt as 'Swimming instructor' with the 16-strong service list and 18 underwater + open-water photos
  • Speedo / arena / TYR squad-kit partnership page live with member discount and a 'next kit drop' counter
  • Per-service social cadence: Wednesday underwater stroke Reel, Sunday Masters squad recap, Saturday open-water session story, monthly swim-camp recap
  • 'How to train for Cole Classic in 10 weeks' and 'why your Ironman swim split won't improve without underwater video' explainers drafted for approval
The bottom line

An independent swim coach sells five totally different blocks to five totally different swimmers, and the Australian open-water race calendar plus the private-school tender season are the two events that decide whether your year is full or half-empty. The coaches at full deck run the service-plus-suburb page library, the race-specific open-water-prep cohort intake pages, the school tender response page and the underwater stroke video cadence in parallel. The coaches with three Tuesday 1:1s rely on the Masters Swimming Australia club listing and an Instagram from squad, and the cohort books the coach who actually marketed.

Agencies are too dear and have never been on deck at 5am. Tools are cheap but the Cole Classic prep landing page goes live in January and the Newington tender response sits in your inbox for a week. In-House is the third option: for $299 a month the agents ship the service pages, run the race-prep intake ads, draft the tender response in 30 seconds, post the underwater stroke videos and convert the 1:1 lesson into a 10-week prep block. You upload an underwater clip, approve the week, two taps, and the pool deck fills.

See everything In-House does
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Frequently asked.

I'm Swimming Australia Bronze-licensed, not Silver yet. Does the platform misrepresent that?
No. Swimming Australia coach licence level (Bronze, Silver, Gold, Platinum) and your ASCTA accreditation surface accurately on every page header, the Google Business profile and the LocalBusiness schema. Bronze is the working coach licence for 1:1 stroke correction and squad coaching at recreational and early-competitive level; the page library positions it accurately. If you're targeting a school tender or a high-performance pathway client where Silver-plus is preferred, the Account Lead flags it in onboarding so the tender response is framed appropriately.
I don't own a pool. I rent lanes at the council indoor 25m and the outdoor 50m. Will the platform handle the pool partnerships?
Yes, that's the default model. Each pool partner gets its own page in the page library, with the venue name, the lanes you have access to, your coached session times, the temperature (32-33°C indoor, ambient outdoor), and any wheelchair-accessible attributes. Multiple pool partners are handled cleanly: indoor 25m for the early-season Masters and stroke-correction work, outdoor 50m for the late-season open-water-pace work, even an open-water beach for the final weeks. Most independent swim coaches lift bookings 50 to 100 percent inside the first 90 days because the pool partnerships finally become discoverable.
How does the private-school programme tender response actually work?
The tender response page lives in the page library and the Account Lead drafts the actual response in your voice when a school sports coordinator emails. The draft covers: the proposed weekly schedule (often early-morning before classes plus an afternoon squad), the indicative annual fee, your ASCTA and Swimming Australia credentials, WWCC and Working with Vulnerable People check status, a sample 16-week build for the school's target swim carnival, indemnity insurance status, and a case study from a comparable programme (if you've run one, or a Masters squad of similar size if you haven't). Drafts land in your inbox in 30 minutes, you approve in two taps, the sports coordinator gets a six-page PDF in under an hour that beats the coach who replied with 'happy to discuss'.
I do a lot of underwater stroke analysis using ON360 and UnderwaterAudio. Will the platform showcase that or just default to deck-side shots?
It uses what you upload. The Social Media Agent draws on the underwater clips and the UnderwaterAudio or ON360 footage you send, and the captions cover the technical correction (elbow at catch, pull-buoy phase, two-beat-vs-six-beat kick) rather than generic 'great session' filler. The 1:1 stroke-correction landing page explicitly lists the underwater video review as a session deliverable, so the buyer knows they're booking technical work, not a fitness session. Voice is learned from your existing posts during onboarding; a serious ASCTA coach reads as serious, not as a Learn-to-Swim Instagram.
Open-water training is heavily weather-dependent. How does the platform handle a cancelled or moved session?
Cohort-intake pages publish the indicative session times and the wet-weather backup pool (e.g. 'session moves to the indoor 25m if surf forecast is over 1.5m'). The cohort gets an automated SMS the morning of any moved session with the new location and time. The Account Lead also drafts a make-up-session offer if a full week is lost to weather, so the cohort gets the full 10-week build regardless. Cancellation rate (sessions lost vs scheduled) is one of the operational numbers in your monthly report so you can see whether the indoor backup is working.
Can I cancel if it isn't working?
Two taps, any time. No exit fees, no notice period, no minimum term. You keep your imported site, every service-plus-suburb page, the race-specific open-water-prep landing pages, the private-school programme tender response page, the swim-camp page, the Speedo / arena / TYR partnership page and the Google Business work. The data is yours.

Bring your marketing in-house this week.

Six agents planning, publishing and optimising your social, SEO, ads and web, full-time on your business. $299/month. No contract.

Contact us
Card on file · No charge for 7 days · Cancel anytime