Episode #566: Maximizing Pool Utilization-High-Value Adult Swim Programming with Cori Myka

On today's episode, host Pete Moore sits down with Cori Myka, founder of Calm Within Adult Swim, to dive into the world of adult swimming—and why it’s never too late to learn. Cori shares her personal passion for water, the (often substantial)  psychological hurdles adults face when learning to swim, and how her unique Foundations of Change program helps people overcome fear and embrace aquatic confidence.

Pete and Cori explore the relatively untapped demand for adult swim instruction, discuss the mental and physical dynamics of learning new skills later in life, and offer insights for health clubs considering specialized swim programming. Whether you’re an entrepreneur, a club owner or manager that has access to a pool, or just someone eager to get more comfortable in the water, this episode delivers thoughtful advice, actionable strategies, and a refreshing perspective on aquatics for all ages.

On the untapped potential of adult swim programs, Myka states, "That's the piece that I think is an underserved, underutilized component in the swim industry. It's really because there's such a focus on children, which is great, but there are more adults out there than kids."

Key themes discussed

• Overcoming adult fear of swimming.
• The psychological aspect of learning to swim.
• Differences between adult and child swim instruction.
• Opportunities for adult swim programming in clubs.
• Creating supportive communities for adult learners.
• Market demand and pricing for adult swim lessons.

A Few Key Takeaways: 

1.Half of Adults Can’t Swim—But They Can Learn: According to Cori, about 50% of adults do not know how to swim. While there’s a major focus in the industry on children’s swim lessons, the adult market is underserved and much larger than many people realize. Cori’s mission is to reach these adults and show that it’s never too late to learn.

2. Psychology and Fear Are Major Barriers for Adult Learners: For adults, fear is a significant barrier to learning how to swim—much more so than for kids. Cori’s “Foundations of Change” program is tailored to this, focusing two parts on mindset and one part on physical skills. Progress is based on how adults feel in the water, and it typically takes 20–100 hours for an adult to feel comfortable in deep water.

3. Adult Swim Programming Is Underpriced and Undervalued: There’s a big revenue opportunity for clubs willing to offer adult swim programming, especially when marketed and priced at a premium—often comparable to or higher than kids’ private lessons. These programs can utilize off-peak pool hours, making them a win for both facilities and clients.

4. Online and In-Person Learning Are Both Essential: While some instruction can be done online (breaking down the learning steps and addressing mental blocks), the kinesthetic, in-water experience is irreplaceable. Cori’s approach blends these, guiding adults step-by-step without overwhelming them, and leveraging online cohorts or local instructor training to scale the model.

5. Creating a ‘Water Culture’ Starts with Adults: For families, making swimming a regular part of life is vital to kids’ comfort in the water. Cori emphasizes that the main barrier for kids is often parents’ own fear or inexperience. Adults who learn to swim not only change their own lives—they open doors for their families and help build a culture where water safety and confidence are the norm.

Resources: 

• Cori Myka: https://www.linkedin.com/in/cori-myka-62314a18
• Calm Within Adult Swim: https://adultswimlesson.com 
• Orca Swim School: https://orcaswimschool.com/meet-our-staff  
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com