Launching a business is a lot like learning to swim—you start by dipping your toes in the water, then you practice, tread through challenges, and finally make a splash when you reach your goals. For Serenity Swimming, the dream of providing private swim lessons in Frederick has been years in the making. This summer, the company dove into a new chapter with the opening of its state-of-the-art swim facility—a place where anyone can safely float, splash, and grow in confidence. We recently had a chance to catch up with owner Jenni Hoover to gather insight about Serenity Swimming’s path to entrepreneurship:
From Idea to First Splash: A Timeline of Milestones
Every stroke in the journey mattered. Here’s how Serenity Swimming navigated the waters of entrepreneurship:
Fall 2022 – First idea of an indoor swim school in Frederick, focused on private lessons.
Spring 2023 – Developed a business plan, conducted research, and entered She Pitch.
August 2023 – Presented the idea at She Pitch and won the Idea Stage. A huge splash in the community!
Fall 2023 – The journey felt like treading water—loan approvals came and went, creating waves of uncertainty. Support from the City of Frederick’s Department of Economic Development kept the vision afloat.
Decemeber 2023 – Secured an SBA loan through M&T Bank and PW, just in time for the holiday season.
February 2024 – Lease signed.
March 2024 – Architect drawings completed; SBA loan signed.
April 2024 – Lease executed, though unexpected construction costs rippled through the budget.
November 2024 – Awarded the Frederick ACCESS Grant; construction permit approved.
January–March 2025 – Construction began, including moving sewer lines and digging the pool.
June 6, 2025 – Certificate of Occupancy received at 6:35 a.m.; first swim lesson at 10 a.m.—the first big splash in their new home.
Resources That Kept the Vision Afloat
Navigating the financial currents of entrepreneurship takes creativity. Serenity Swimming tapped into multiple streams of support:
Frederick ACCESS Granted (a one time grant program utilizing ARPA funding)
The City of Frederick’s GROW Grant
Maryland BOOST Grant
SBA 7(a) Loan from M&T Bank
Latino Economic Development Council Loan
EmPOWER Loan (Frederick County Office of Economic Development)
Kickstarter campaign
Together, these resources created a current that carried the dream forward.
Overcoming the Undertow
Like swimming across open water, Serenity faced strong currents along the way.
Financial waves – Detailed planning, grant applications, and trusted banking partners kept the dream afloat.
Finding the right pool (location) – A space that worked for both construction and families was essential, and a skilled local Realtor helped chart the course.
Uncertain opening dates – Like waiting to surface for air, the unknown timeline made staffing and scheduling difficult. Flexibility and determination kept things moving forward.
Lessons for First-Time Entrepreneurs
For those just diving in, Serenity Swimming offers this advice:
Expect to make waves of decisions—everything from faucets to flooring.
Rely on your lifeguards (family, friends, mentors)—you can’t swim this race alone.
Trust your team to keep things afloat—you hired them for a reason.
Remember: the effort is worth it. Building your own facility means the freedom to design programs that flow with your values.
The Next Lap for Serenity Swimming
Now that Serenity Swimming has officially made a splash, new programs are already rippling outward. Families can enjoy:
Private swim lessons
Baby and Me classes (expanding due to high demand)
Pre-swim team training
Themed summer camps (like Water Sports Week)
Coming soon: Parent’s Night Out, water exercise classes, homeschool swim programming, and school-out day programs
Learn more or sign up at SerenitySwimming.com.
💦 Serenity Swimming’s story is proof that with resilience, community support, and the courage to tread water through tough times, entrepreneurs can make big waves. For assistance with kickstarting your business idea, reach out to our economic development team at the City of Frederick today! 301.600.6360 / businessinfrederick@cityoffrederickmd.gov
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