Support

As the President of British Swim School, Ashley oversees all aspects of the business and leads the team to drive growth and ensure strong franchisee support.

Prior to joining the team in 2019, Ashley accumulated more than a decade of marketing experience on the senior leadership team at a marketing agency in Norfolk, VA, managing omnichannel marketing programs for 40+ clients across the US and Europe and contributing to the overall health of the agency. Prior to that, she served for several years at Dominion Enterprises in a marketing analytics role. She graduated from James Madison University with a degree in Business Marketing.

As a mother of three boys – all British Swim School graduates – Ashley and her husband enjoy a chaotic and happy life filled with sports, Nintendo, and driveway basketball.

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Certifications:

• CFE (Certified Franchise Executive)

Melissa, serving as the Vice President of Aquatics, leads a dedicated team in delivering comprehensive training and resources within the aquatics realm. Collaborating closely with her team, Melissa ensures that both new and existing owners adhere to the high standards of the aquatics program, embodying the distinctive “BSS” approach.

Passionate about water safety, Melissa actively collaborates with industry leaders to prioritize safety, with a specific focus on drowning prevention and fostering secure communities. Her commitment to aquatic safety extends to her roles as a Board Member of the United States Swim School Association, an Executive member of the Aquatics Coalition, and an Advisory Council member for water safety at the National Drowning Prevention Alliance.

Before her role at British Swim School, Melissa gained valuable experience as the Childcare and Pool Operations Manager for Canada’s largest fitness club. In this position, she honed her skills in customer service, leadership, and child development. Currently residing in London, Ontario, Canada, Melissa shares her life with her husband and their two Miniature Schnauzers, Theodore and Angus.

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Certifications:

• USSSA Special Abilities Training Certification
• Diversity, Equity and Inclusion in the Workplace
• American Red Cross First Aid
• American Red Cross Lifeguard Management Training
• StarGuard – Lifeguard Certification
• Lifesaving Society – Pool Operator Level 1
• US Center for SafeSport Certified

Serving as the Vice President of Operations, Jay leads a team of experienced professionals to provide operational support and financial guidance to British Swim School franchisees. Jay has over a decade of experience in the franchising world and holds an MBA from Regent University in addition to a Bachelor’s degree from Old Dominion University.

Jay has a strong commitment to driving franchisee profitability and optimizing unit economics which is at the core of everything that his team does. His strategic acumen and deep understanding of business dynamics have been developed over many years of working in various coaching and director roles. Jay currently resides in Virginia Beach with his wife, dog, and their twins.

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Certifications:

• CFE (Certified Franchise Executive)
• US Center for SafeSport Certified

As the Director of Marketing for British Swim School, Julia plays a pivotal role in driving the nationwide growth and brand recognition of the franchise system. She leads the development and implementation of strategic marketing initiatives aimed at elevating the British Swim School brand across the US and Canada.

With a focus on expanding the national presence of British Swim School, Julia leverages her extensive past experience in client relationship management from her tenure at direct response marketing agencies over the last 10+ years. Her expertise ensures that British Swim School remains at the forefront of the industry, capturing market share and strengthening its position as a leader in the learn-to-swim industry.

Julia, her husband, and their two boys — a Starfish and Turtle 1 — live in Virginia Beach and enjoy spending time outside as much as possible!

Susan Berger was born in Brazil in a multicultural and multi-language speaking family. With MBAs in Business and Franchising Operations, Susan has worked in the Franchising Industry for more than 30 years, first as a Master Franchisee and then as a Franchise Consultant for major Brazilian franchising Companies. She was involved in the creation of the Brazilian Franchise Law and was later appointed as the first Ethical Committee’s President for the Brazilian Franchise Association. Susan has several articles published and is mentioned in the book “Franchising in Brazil-Talking with the Experts”.

In 2012 Susan established her home in Florida as a US resident and in 2020 proudly took her oath as an American citizen. Susan joined British Swim School in November 2015 and serves as our Director of New Franchisee Onboarding, where she manages new franchisee onboarding and ongoing training for the full British Swim School system.

Susan loves spending time in Spain with her grandson and impressively, holds several medals from prior shooting and table tennis competitions.

As Director of Strategic Projects and one of our Business Coaches, Steven joined us in 2012 working with our Founder. Originally from the UK he now coaches our franchisees in both Canada – his adoptive home – and the USA. He also takes the lead in evolving our core operational system platforms. Prior to franchising, Steven gained a bachelor’s degree in International Business Management and worked for 25 years in Corporate Human Resources and Organisation Development Consultancy based in various European countries. When not on a plane for work or play, Steven likes a different flight plan – indulging in the wine flights around Canada’s growing wine regions.

As the Aquatics Training Manager, Darlene offers onboarding support and training for all new Owners and Aquatic Leaders. Darlene’s passion is to educate and share her vast knowledge of the British Swim School aquatics program with everyone she works with. This extensive knowledge comes from her experience with British Swim School since the first franchise opened in 2011. Her past roles include Aquatics Director and Regional Trainer, and she was a British Swim School Owner for five years. When she’s not traveling, Darlene enjoys spending time with her family at home in Boston, being a grandmother, reading, exercising, kayaking, doing puzzles, and listening to music.

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Certifications:

• StarGuard Level 3 (Lifeguard + Instructor Trainer)
• Diversity, Equity and Inclusion in the Workplace
• US Center for SafeSport Certified

Robin has worked in the Aquatics Industry for over 20 years with most of her experience working with municipalities. She has been a swim instructor for 24 years in many settings from municipalities to private swim schools and enjoys working with preschoolers the most! She currently holds 16 professional level certifications including high level Instructor and Instructor Trainer certifications. 

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Certifications:

• AFOI
• LGIT
• WSIT

Crystal, an Aquatics Program Specialist, is responsible for creating, updating, and implementing a variety of British Swim School aquatics programs. While a math teacher by degree, Crystal has spent most of her adult life engaged in aquatics in some capacity. In her 20+ years in the industry, she has been a swim team coach and aquatics director, taught thousands of swim lessons across every age and skill level, and created original aquatics programming (the Adult Aquatics Program is her joy). She is driven by the thrill of streamlining processes and brainstorming creative tools to help swimmers, instructors, and owners succeed in their aquatics aspirations. Outside of the water, Crystal enjoys tinkering with power tools, exploring new cities, hiking, and catching live music with her husband, son, and daughter.

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Certifications:

• USMS Certified Adult Learn-to-Swim Instructor
• USSSA Certified Fundamental Swim Instructor
• US Center for SafeSport Certified
• StarGuard Instructor (Level 2)
• StarGuard Lifeguard

As an Aquatic Program Specialist, Madison supports the creation, updating, and implementation of aquatics programs throughout the British Swim School curriculum. With a background in competitive swimming and coaching, she provides support for the Barracuda and Stronger Swimmer programs, as well as crafting materials to support franchisee owners and aquatic leaders in those programs. Prior to joining BSS, Madison built nearly a decade of experience in aquatics in a civilian position within the Navy working for a fitness, aquatics, and recreational organization. She started as a lifeguard and swim instructor, then worked her way up to an Aquatics Program Director for the Navy’s east coast Master Jet Base in Virginia Beach. Originally from North Carolina, Madison resides in the Hampton Roads area of Virginia, and enjoys lounging around at home and spending time with her dogs in her down time.

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Certifications:

• StarGuard Level 3 (Lifeguard+Instructor Trainer)
• ARC Lifeguard Instructor (+Waterfront)
• ARC Water Safety Instructor
• FitOur Aqua Aerobics Instructor
• US Center for SafeSport Certified

James joined the British Swim School team in 2019 after working with a large transportation company for over a decade. Since joining the team, James has served in a number of roles, with his most current being Manager of Pool Relationships. It’s within this role that James continues his passion for cultivating relationships to grow the British Swim School footprint. Outside of work, James and his wife spend the majority of their time raising their two daughters; often taking them to the beach and swimming, with the occasional opportunity to sneak away on a date!

Cade graduated from Hampden-Sydney College with a diverse academic background, earning degrees in both Economics and Fine Arts. After exploring various entrepreneurial ventures, Cade discovered his passion for assisting others in launching and growing their businesses. This drive led him to immerse himself in the world of small business development, where he found fulfillment in guiding aspiring entrepreneurs through the challenges of startup endeavors. Inspired by the opportunity to make a meaningful impact, Cade transitioned to the British Swim School team as a Franchise Business Coach.

Cade leverages his expertise in business development to assist and train franchisees, providing comprehensive support in navigating their software systems and coaching them toward operational excellence. He is dedicated to ensuring that franchise owners are equipped with the necessary tools and knowledge to succeed in their business endeavors, offering personalized guidance and training to optimize their performance within the British Swim School network.

Cade enjoys playing hockey, guitar, mountain biking, and skiing. In the summer, you can find Cade spending his downtime on his boat and at the beach surfing.

As a Franchise Business Coach, Paige supports Franchisees in numerous aspects of their business; such as initial pool scouting opportunities within their territory, analyzing processes and procedures within their daily operations, and deep diving into the analytics of their business. She supports numerous franchisees across the US to help them achieve their goals and make an impact in their community by supporting the BSS Mission. Paige’s career started right out of college by joining forces with Enterprise Rent-a-Car. She held various operational roles overseeing teams and fleets of vehicles of over 300+, as well as managing car rental programs for companies across Western North Carolina. After spending 10 years with Enterprise, she was eager to make a big impact in the health and wellness industry. Paige began working for Burn Boot Camp, first as a fitness trainer and then joined their corporate team as a franchise business coach. Paige has moved a few times on the East Coast and currently resides in South Carolina. When she is not at work, she and her husband enjoy exploring new cities, hiking, working out, and spending time with their two German Shepherds; Sparta and Luna.

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Certifications:

• US Center for SafeSport Certified
• CPR and First Aid Certified

As a Franchise Business Coach for British Swim School, Rett acts as the bridge between British Swim School’s Home Office and the BSS franchise community. His main role is to ensure Franchisees have the tools, resources, and support to achieve operational success and business growth. Prior to joining British Swim School, Rett spent 15 years working in franchise business coaching roles for some of the most iconic brands in Restaurant and Retail. His dedication to helping others and empowering small businesses led Rett to attain the Certified Franchise Executive designation, the gold standard for leadership and accomplishment in the franchise business industry. This certification is awarded by the International Franchise Association (IFA) and exemplifies an individual’s commitment and passion for franchise management within the greater franchising community.

Rett attended (and graduated!) from Coastal Carolina University in Myrtle Beach, SC. He currently lives in his hometown of Columbia, South Carolina, and in his downtime, enjoys playing golf and traveling while spending time with his friends and family.

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Certifications:

• CFE (Certified Franchise Executive)

As a Franchise Business Coach, Cassaundra brings a wealth of expertise to empower franchise owners with comprehensive operational support and strategic financial guidance. Committed to helping each owner optimize efficiency and profitability, she stands as a steadfast ally in their journey toward success. Cassaundra’s academic foundation includes a Bachelor’s of Science from Old Dominion University and a Master’s in Business Administration from Regent University, ensuring a robust understanding of business principles and strategies.

With over 15 years of experience in program, staff, and facilities management before joining BSS in early 2023, she possesses a seasoned perspective honed through diverse professional roles. Having managed teams of up to 150 full-time equivalents (FTEs), she adeptly utilizes her leadership experiences to provide invaluable support to franchisees, fostering growth and prosperity at every turn. Drawing from her background in parks and recreation, Cassaundra embodies a deep commitment to community outreach, fostering relationships, understanding targeted demographics, ensuring accessibility, and securing grant funding.

In her free time, Cassaundra enjoys spending quality time with family, reading, going to the beach, and playing team sports.

Grayson brings a wealth of experience to the British Swim School team as a Franchise Business Coach, drawing upon an impressive 18-year tenure in the food service industry. His background encompasses roles as both a manager and franchise owner, equipping him with comprehensive insights into business operations, customer service, and franchise management. At British Swim School, Grayson is instrumental in supporting franchisees with all things operations related, employing his expertise to foster the growth of each location and attain peak efficiency. His focuses are all things Hiring, Customer Service, and Retention related as well as developing tools for evaluating launch and continued operation of your business. Grayson also works closely with CareerPlug, Indeed.com, and ZipRecruiter, helping foster those relationships in order to better support our franchisees.

Outside of his professional life, Grayson is deeply committed to his family and his personal development. He values the time spent with his wife of many years and enjoys traveling with her to anywhere that wine is featured. Ever an eager student, Grayson continuously seeks to expand his knowledge in fields such as finance, technology, and artificial intelligence (AI) and loves Excel. These pursuits not only feed his intellectual curiosity but also enhance his professional capabilities, allowing him to stay current in a rapidly evolving business landscape.

Kelsey joined British Swim School in September 2023 as an Operations Support Specialist where she assists franchise owners with all of their IT and support system needs. Her experience includes drafting and distributing agreements, approving new pool locations, and providing operational guidance and support to franchisees. Prior to joining BSS, Kelsey attended Old Dominion University and graduated with a Bachelor’s degree in Business Administration. Kelsey enjoys going on cruises with her friends and family, traveling to Orlando, FL for Disney World and Universal Studios, as well as playing Pickleball and Disc Golf.

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Certifications: 

• US Center for SafeSport Certified

As Marketing Manager, Emily works as part of the Marketing Team to support overall brand development, marketing, and advertising strategies, as well as consulting franchisees on their marketing strategies, supporting franchise development efforts, and managing vendor and partner relationships. Prior to joining the British Swim School team, Emily has many years of experience managing several different programs and their marketing, branding, and social media accounts, as well as their web presence and media outreach and coverage.

Emily is from the Northern Virginia area and currently lives in Virginia Beach with her husband and daughter. She loves to do anything outdoors including hiking, biking, and going to the beach.

As a Marketing Specialist, Chanae works closely to ensure that all marketing campaigns are executed effectively and efficiently. She supports franchise recruitment and consumer marketing efforts through social media, email, and influencer marketing relationships. Prior to joining the British Swim School team, Chanae executed and marketed events and weddings in the Richmond, VA area.

Chanae is from the Hampton Roads area and currently resides in Virginia Beach, VA. In her free time, she enjoys watching a good series, going for walks, and trying new restaurants.

After graduating from Old Dominion University with her Bachelor’s degree in Digital Marketing, Mia joined British Swim School in March 2024 as a Marketing Assistant. She works with the team closely to ensure marketing campaigns are completed effectively and efficiently. She supports our franchises and consumer marketing efforts by helping to create compelling content and conducts market research to better understand the marketing needs of the organization and its target audience. Her most recent role was at ODU’s Recreation and Wellness Center where she created content for social media and developed marketing plans. In her free time, she likes to work out and hang out with friends. Mia is from Lynchburg VA, and currently resides in Norfolk!

Dave was born and raised in Alaska, and serves as the Vice President of Franchise Development for British Swim School. He spent 30 years in Sacramento, California and now resides in Thomasville, Georgia. Dave has been in franchise development for more than 12 years and loves helping people feed their entrepreneurial spirit and free up time through scaling a business. The former VP of Development at Deka Lash enjoys the outdoors camping, fishing, and spending time with his family and four-legged friends.

In 2010, Rita had the opportunity to transition from Tourism to Franchising by joining an emerging health food franchise and quickly fell in love with the industry. Working with hopeful entrepreneurs became more than an interest—it became a passion. Guiding someone through the journey to business ownership is extremely rewarding and just one of the many reasons she enjoys Franchise Development as much as she does! Rita currently lives in Central Florida with her husband, Christian, and their loyal “delivery man guard dog,” Louie. She is a major bibliophile with a yearly goal of 75-100 books. She also loves traveling, live music, paddle boarding, and hosting themed dinner nights with family and friends during her free time.

Austin James was born and raised in Norfolk, VA and is a proud alum of James Madison University. He started his career with Buzz Franchise Brands and has held prior positions on both the operations and finance side of the business. Now, as a Director of Franchise Development, Austin enjoys getting to know prospective franchise owners and helping guide them through the discovery process. In his free time, he enjoys going to the beach, biking, and boating. He is also a foodie and enjoys cooking new cuisines and tasting different craft beers. Austin lives with his wife Amanda and their Goldendoodle Kylo.

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Certifications:

• CFE (Certified Franchise Executive)

Matt Cullen was born and raised in Norfolk, VA and currently lives in Virginia Beach with his wife, Cherie, and his four children. He has joined our team here at Buzz Franchise Brands as the Franchise Development Coordinator. He has many years of customer service and account management experience and is a veteran of the United States Army. In his free time, he enjoys quality family time, coaching our youth in baseball and always enjoys a good laugh. Matt is goal-oriented, outgoing, and always wanting to learn something new.