Jenni Hoover has always felt at home in the water. From swim teams and lakes to Girl Scouts and lifeguarding, her aquatic journey naturally led to teaching swim lessons, coaching, and eventually, offering private sessions to friends and their families. But as word-of-mouth referrals grew, Jenni began to ask herself if her passion could evolve into a full-fledged business.
Like many entrepreneurs, Jenni faced challenges around funding, marketing, staffing, differentiation, and scalability. On top of that, she had a unique industry hurdle: finding a consistent, suitable location to teach private swimming lessons.
Building the Right Team
To navigate these obstacles, Jenni assembled a strong support network. Her team included the Frederick County Office of Economic Development (FCOED), the Maryland Women’s Business Center (MWBC), the Latino Economic Development Center (LEDC), her banker and loan officer, and a commercial real estate broker. MWBC played a pivotal role in her journey, connecting her with a mentor who encouraged her to develop a detailed business plan and validate her concept.
This guidance helped Jenni enter and win the “Idea Stage” at the Frederick Chamber of Commerce’s S.H.E. Pitch Competition, a milestone that strengthened her financial projections and gave lenders and partners added confidence.
Overcoming a Unique Industry Challenge
Consistent access to pool space was a major barrier. Public facilities had limited availability, unreliable scheduling, and environments that were not conducive to building swimmer confidence, especially for young or fearful learners. Jenni knew she needed a custom-built facility that offered the right size, depth, and warm water.
Through connections made via MWBC, Jenni was referred to a commercial broker who found the “needle-in-a-haystack” location where she could realize her vision: a 25-yard, warm-water pool with a deep end, dedicated solely to private swim instruction. Over the course of 10 months, Jenni navigated the complex process of securing an SBA loan, negotiating a lease, designing and permitting her facility, and overseeing construction – all while continuing to teach in temporary spaces.
From Vision to Victory
On June 6, 2025, Serenity Swimming officially opened its doors, welcoming its first student and fulfilling Jenni’s long-held dream. Today, Serenity Swimming employs seven team members and stands out for its focus on private lessons, ensuring students receive individualized instruction in a nurturing and safe environment.
Jenni continues to use her original business plan to guide decisions around programming, staffing, and pricing. She credits her success to the encouragement and guidance from MWBC and the rest of her support network who remain active champions as her business grows.
About Serenity Swimming
Serenity Swimming believes learning to swim is a critical life skill for children and adults, and teaches swimming lessons in a fun, positive, and safe manner. Using best understanding of health and science, Serenity Swimming prioritizes taking the time to develop safe swimmers.
Learn more about Serenity Swimming: https://www.serenityswimming.com
Want to launch your own business? Sign up for one-on-one business counseling with MWBC: marylandwbc.org/counseling