Splash Register

Swimming has become a lucrative programming option for facility operators who know to position themselves in the marketplace.

Photo of members of Indy's SwimFitPhoto of members of Indy's SwimFitThe scene May 1 at Almaden Valley Athletic Club in San Jose, Calif., was one that operators of fitness and aquatic facilities often imagine but seldom actually see: Long lines of people stretched out the doors and into the parking lot, as parents waited to sign their children up for summer swimming lessons at the renowned AVAC Swim School. Eight hours later, more than $130,000 had been transacted. Not bad for only the first day of registration.

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