What It Really Takes to Build an Independent Aquatic Fitness Business

Four incredible S'WET™ instructors from four very different markets share what it really takes to build thriving aquatic fitness businesses beyond the traditional gym model.

At our latest S'WET™ SQUAD Quarterly Meeting, we hosted a special panel discussion called Making Waves Beyond the Big Box Gyms, bringing together four accomplished aquatic professionals who have each built successful businesses in their own unique way.

Representing four very different communities and business models, our panel included:

• Kimberly Calder — Jamaica

• Sherri Freifelder — Pennsylvania

• Cindy Vance-Brossman — Wisconsin

• Breanna Anderson — California

These S'WET™ Instructors have created thriving independent aquatic businesses by building their own classes, developing specialty programming, cultivating loyal communities, and creating income opportunities well beyond the traditional corporate fitness model.

The conversation wasn't about overnight success or "secret formulas." It was an honest discussion about what actually works — and what doesn't.

Together, they tackled topics every instructor thinks about:

• Building confidence outside the corporate fitness world

• Creating strong aquatic communities

• Retention and sustainable programming

• Growing your own aquatic presence

• Creating new opportunities and income streams

What followed was exactly what we'd hoped for: real-world advice from instructors who have faced many of the same challenges as the rest of the S'WET™ community. From finding pool space and attracting participants to setting boundaries, charging what you're worth, and creating loyal clients, each panelist offered practical lessons learned through experience.

The following is a short summary of the panel discussion. Active SQUAD Members can re-watch the full conversation on the Quarterly Meeting tab under the Membership Portal.

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There Isn't One Path to Success

One of the first things that became clear was that every instructor's journey looked completely different.

For Kimberly Calder, the opportunity existed because aquatic fitness was almost nonexistent in Jamaica. "So for me, it was obvious that the traditional gym model was not satisfying everyone who wanted to exercise, everybody who wanted to be fit and make their doctors happier." She explained that before her, there was only one established aquatic instructor on the island, creating an enormous opportunity to bring something new to her community.

Sherri Freifelder never planned on teaching in the water at all. "I was like, teaching the water? What? I never took fitness in the water ever, never exercised in the water, had no idea. But of course, I jumped in the pool and I fell in love and got the bug." That unexpected opportunity eventually led her to leave the traditional gym model and focus on independent instruction.

"I realized very quickly that if I taught independently, I could make five, six, seven times the amount of money in one class versus teaching 20 classes a week. So for me, it was more about working smarter, not harder."

Surprisingly, for Cindy Vance-Brossman, COVID became the catalyst for growth. "I just didn't want to keep doing water fit and AquaZumba. So I decided to start bringing new other things." Her club embraced specialty programming, allowing her to expand into paid workshops and certifications that created additional income while offering members something unique.

Meanwhile, Breanna Anderson and her husband found themselves unexpectedly unemployed when the aquatic therapy company they worked for announced it was closing. Instead of looking for another employer, they chose another path. "We could have closed it up and pursued other jobs, or we could see this adversity as an opportunity."

Building a Business Means Solving Problems

Our panel was refreshingly honest about the challenges they faced.

Kim described leaving a stable corporate career, investing thousands into certifications and equipment, and eventually realizing that working nonstop wasn't sustainable. "My biggest challenge was money, and time. But you find a balance. You just have to be honest to yourself, listen to your body, find a balance."

Today she teaches 27 classes each week — but with a schedule intentionally designed to allow time for family, recovery, and business management.

Breanna explained that creating workouts was actually the easy part. Learning how to run a business was something entirely different. "When you lease a brick and mortar, you are now responsible for your permits and your licenses and figuring out your business structure and taxes and bookkeeping and insurance..."

Fortunately, she found free business mentorship through SCORE, which helped guide them through everything from lease negotiations to financial projections.

"They definitely helped us navigate all of those challenges. And that saved us a lot of time and money along the way too."

Community Is the Greatest Marketing Tool

Perhaps the strongest theme throughout the discussion was that successful instructors don't simply teach classes — they build communities.

Kim credits much of her success to consistent communication. "Consistency with everything, not just the quality of your workouts and what you give, but also communication." She treats participants like partners in her business, regularly asking for input on locations, schedules, and programming while keeping everyone informed.

"It makes them feel like they're part of a community, and it makes them stay loyal."

Cindy focuses on creating personal relationships before and after every class. "I always make a point of going and talking to everybody before or after class." Her classes are known for being challenging, but participants also know they'll be welcomed regardless of fitness level because she always demonstrates modifications. "I always offer options...so everybody feels welcome."

For Sherri, everything comes back to branding. "My whole brand from day one has always been inclusion, judgment free and fun." She openly shares her own 120-pound weight loss journey, creating an environment where participants who have never felt comfortable in a gym finally feel like they belong. "If it's not fun, we're not doing it...They're coming to my class because they're going to have a good time."

Breanna's approach is deeply personal. "When people feel that they're seen and heard and appreciated, they want to keep coming." From birthday celebrations and client-of-the-month recognition to charity projects and handwritten sympathy cards, every interaction is designed to strengthen relationships.

"When you treat your clients like family, you get that loyalty in return."

Innovation Creates Opportunity

Rather than competing on price alone, each instructor has found success by offering something participants can't get anywhere else.

Breanna summed it up perfectly. "We're offering programs that you can't find anywhere else in town." From aquatic personal training and mobile home-pool visits to specialty formats like S'WET™, her boutique business has become known as the place to experience something different.

Cindy shared how complimentary classes become the perfect opportunity to introduce members to specialty workshops and paid programming. "I have the opportunity to stand in front of the complimentary classes to explain what the paid classes are that I'm going to have coming up next week. And that's how I can advertise.

Kim emphasized that convenience often matters more than having the "perfect" location. "Convenience has been my major thing." Participants are far more likely to stay consistent when classes fit naturally into their schedules.

What Didn't Work?

One of the most valuable parts of the conversation centered around mistakes.

Kim quickly learned that some locations simply weren't worth fighting for. "I just let it go." If a pool owner wasn't reliable or a location wasn't convenient, she moved on rather than wasting energy trying to force it.

Cindy discovered that offering too many paid programs at once overwhelmed participants. "You can't have too many." Spacing workshops strategically produced better attendance while protecting her own work-life balance.

Sherri established firm business boundaries after another instructor was allowed to teach low-cost classes at one of her pools. "I have a very, very strict rule that that's not allowed." Her experience reinforced the importance of protecting both your business and your professional reputation.

Breanna also cautioned instructors against assuming paid advertising is always the answer. "Word of mouth and partnerships have worked far better for gaining new clients than any type of paid advertisement."

Advice for New Instructors

When asked what they would do if they were starting over today with zero participants, the advice was remarkably consistent:

• Build trust.

• Continue learning.

• Practice your craft.

• Show up.

Sherri offered perhaps the strongest reminder of the afternoon. "Practice your teaching technique so you shine when the opportunity presents itself," she added. "Know your stuff, practice your craft, get education and training and be prepared when you get in front of people."

Cindy agreed. Continuing education, certifications, and experience all contribute to long-term success.

"Sometimes starting out slow gives you the opportunity to grow as an instructor, and continuing to grow is a key as well. That's going to help build those communities, as you continue to educate yourself, get better, find more certifications, take more trainings."

Breanna encouraged instructors to first identify exactly who they want to serve. "Figure out your target customer and then figure out where that customer is." Building referral relationships and strategic partnerships, she explained, creates a much stronger foundation than simply hoping people will discover your classes.

The Bottom Line

Although their businesses look very different, the four panelists shared a common philosophy.

Successful aquatic fitness businesses aren't built overnight. They're built one relationship at a time.

One class at a time. One conversation at a time.

Whether your dream is to teach one independent class each week or build a full-time aquatic fitness business, the message from Kimberly, Sherri, Cindy, and Breanna was encouraging:

• Keep learning.

• Keep showing up.

• Keep building community.

  
  

Because when you create genuine value for the people you serve, opportunities have a way of following!

About our Panel:

Kimberly Calder — Jamaica

Kimberly Calder is the founder and lead instructor of Pool Aerobics with Kim in Jamaica. After a conversation with an orthopedic surgeon inspired her to focus on aquatic fitness, she left her auditing career to pursue her passion full-time. Today, she combines education, innovation, and a commitment to helping people move better and live healthier through water-based fitness.

Sherri Freifelder — Pennsylvania

Sherri Freifelder is an independent aquatic fitness instructor with more than 12 years of experience. She specializes in low-impact Zumba® and aquatic fitness and holds AEA certification, every Zumba specialty license, and S'WET™ Shallow and Silver certifications. Known for creating welcoming, judgment-free classes, Sherri is passionate about making fitness fun, inclusive, and accessible for everyone.

Cindy Vance-Brossman — Wisconsin

Cindy Vance-Brossman is an AEA-certified aquatic fitness professional with more than 10 years of teaching experience. She specializes in S'WET™, Aqua Zumba®, aqua kickboxing, aquatic personal training, HydroRevolution equipment training, and traditional water fitness. She also holds certifications through NASM, AFAA, and Strong Nation®, and is a certified lifeguard. Outside the pool, she's a black belt in taekwondo, proud grandmother, and self-proclaimed food and wine enthusiast.

Breanna Anderson — California

Breanna Anderson is the co-owner of Anderson Aquatics in Santa Barbara, California. With more than 20 years as an aquatic physical therapist and over a decade of teaching aquatic fitness, she has built a reputation for innovative programming, including aquatic book club workouts, Pool to 5K training, and specialty fitness classes. She holds certifications in S'WET™, Aqua Yoga, Aqua Combat, and paddleboard fitness, and is passionate about expanding what's possible in aquatic exercise.