Swimming Women

Charlotte O'Beirne's use of Punchpass has eliminated hours of spreadsheet work, improved revenue, managed class capacity, and motivated her clients with incentives and easy online account access.
Charlotte O'Beirne, Founder


Swimming studio


Margaret River, Western AustraliaStaff:3 people

“It's helped my cash flow endlessly. Now I'm getting money almost every day. My kids love it, because my phone pings and they go, ‘Mummy, it's more money from Stripe’!”

Swimming Women evolved out of Charlotte O'Beirne's love of the water and desire to connect with other women looking to improve their swimming skills and fitness level.

“I live in a town of 6,000 people which is three and a half hours away from Perth, which is on the west southwest tip of Australia,” said O'Beirne. “So it's three and a half hours away from the world's most isolated city.”

O'Beirne, who swam Olympic trials in the UK and was an avid Masters Swim club participant in Australia before having her three children, also wanted to give women an alternative to a traditional gym workout.

“I would see all these people swimming and think ‘Oh my goodness, if I could just tell them how to swim better, their life would be better’," she said.

Charlotte, Cam & their boys

O'Beirne started out by offering three levels of swim classes, in 10-week blocks. She tracked attendance and purchases in spreadsheets. She realized that the lack of flexibility in her pricing options was turning some customers off, but she didn’t know how she would manage more.

“I was second-guessing and just playing with spreadsheets. It was horrific,” O’Beirne remembered. “And then I was able to grow my business and take on an employee with a new location. And I had been wanting to do this but was sort of going...’But how will I manage the money side of things?’ Because some people pay me cash, some people pay by credit card, some people bank transfer. ‘How will I be able to manage this money from a different location?’ 

“I couldn't see how to do it with a spreadsheet,” she said. At the time, Swimming Women had 300 participants, a pretty big deal for such a small, isolated community, and way to many to manage on paper.

O'Beirne and her husband Cam, who has a background in IT, started researching fitness business software.

“I said, ‘I need it to be able to manage all these different things about people: I need to be able to email them. I need to be able to let them know when classes are. I want to have a timetable that I can lock in. I can start at random times. I can start at 10 past 9:00, not only nine o'clock or 9:30.”

“The thing I wanted – and my husband wanted -- was for me to stop doing these blooming spreadsheets where I would spend hours. And going, ‘Oh my God, I didn't write everyone's name down!" said O'Beirne. “Because you walk up to a class, and sometimes someone would chat to you at the beginning, and then at the end people were chatting...I'd have to rush off from there to go and do something for the kids. But my head would be on the next thing, and I'd go ‘Who was on lane 2? And who was there? And I don't know." And then people would say, "Oh I owe you money.’ And I'd try to be all over it, but I know things fell through the gap.” 

"Once a mermaid, always a mermaid."

“Then, all of a sudden, I had this piece of software where I could just look at everyone in the lane while they were swimming, and just press their names and it was there.  And it managed that they could buy a pass. And all of a sudden people could buy 10 swims. And I could make (the pass) last longer. So, I was actually able to engage more people who couldn't commit to a set structure. They had more fluidity with when they could come to my classes. I could offer different passes.”

“It's helped my cash flow endlessly,” she said. “I would get paid, effectively, four times a year and have to spread that out. Now, I'm getting money almost every day. My kids love it, because my phone pings and they go, ‘Mummy, it's more money from Stripe’!” 

Punchpass also dramatically improved Swimming Women’s class management with online pre-registration.

“I just got fed up of having five people tell me they were coming to the class and 14 people turn up,” said O'Beirne. “So I did a competition this winter in Australia where if you register and tell me that you're coming, you get so many points. And if you just turn up, you get one point. And 90 percent of each class would register and start to use it properly.”

"Who cares about a bad hair day under a swim cap?"

And for the student swimmers who logged into their own accounts, being able to see all the passes they’d purchased, how many classes they had left, and when their passes expire, not only provided a whole new level of customer service, but helped people improve their training regimen, and stay motivated, she said.

“It's not only changed my world. It's changed theirs as well, which is fantastic!” said O'Beirne. “They are loving the ownership they’ve got of the information I have about them, and how often they come swimming. And when they go, ‘Oh, I haven't improved,’ they can look and go, ‘Well I've only been to ten classes this year’ or ‘Wow, you know, I can see before I was only swimming this often, and now I'm swimming this often, and I can really feel the difference!’ 

While Swimming Women does have elite athletes among it ranks, many of the women are trying out swimming – and regular exercise – for the first time, so staying positive about their progress truly is life changing, she said.

“We're not talking elite athletes here. We are talking everyday women,” said Beirne. “Some of them have never swum in their life. The first time they get in the pool, they are crying. They won't go past, like, armpit depth. They are petrified. The fact they're even exercising, for some of them, is a big thing.”

O'Beirne rewards her swimmers as they track their progress.

“When you come to Swimming Women, when you sign up, you get a swimming cap. When you've come 50 times, you get a gold swim cap,” she said.  

Swimming Women's 7th birthday celebration

O’Beirne also used Punchpass, with another incentive program, to encourage more swimmers to sign up ahead of time for classes. Her business challenge was continuing to have too many swimmers arrive, without her knowledge, because half didn’t sign up in advance. So she offered a points program for signing up in advance and for purchasing a membership and signing in ahead of time. Many of her technophobic clients realized how easy it was to use Punchpass, and Swimming Women was able to reduce the number of swimmers showing up without passes to its classes. O’Beirne was able to easily track it all in Punchpass.

“They got all excited, and they started turning up, and they started using the technology, and they were going, ‘This is so easy!" and ‘I can do THIS now!’ and "I can do THAT now!" and "Now I know," she said.

Punchpass has also helped Swimming Women expand business by offering special events, like swim holidays.

On Swimming Women’s seventh birthday, “we had over 70 mermaids create a mermaid circle on a cold winter's morning - it was very special,” said O'Beirne. “It’s a free gathering, but I got people to sign up to a free event,” said O'Beirne. “Using Punchpass it was so easy, and then I could see who had come.”

“We're here for the long term where if you sign up to Swimming Women, you become a mermaid.  And once a mermaid, always a mermaid. And through Punchpass, I can offer people a level of flexibility to come and go but still belong. So easily!”