How Swimtime Achieved a 10x ROI with FranScape’s Open APIs and AdPlenty

For franchisors, the challenge has always been the same: how to achieve consistency across the network while giving franchisees the tools to grow locally.

Technology is often fragmented, marketing efforts lack precision, and data is siloed. Swimtime’s success shows how the right technology + marketing expertise can change that equation—delivering scalable, measurable growth.

One Source of Truth with Open APIs

Swimtime’s first step was to adopt FranScape as the single source of truth. By consolidating all franchisee data in one clean dataset, the franchisor gained complete visibility:

• Consistency across all franchisees.

• Accuracy & speed in reporting.

• Control to monitor and optimise performance at every level.

But this wasn’t just about centralising data.

FranScape’s Open APIs allowed Swimtime to connect that data to external platforms and marketing systems seamlessly.

Instead of “yet another closed SaaS product,” FranScape became the infrastructure layer—flexible, extensible, and future-proof.

Smarter Marketing Through API-Driven Campaigns

With FranScape’s data layer in place, Swimtime partnered with AdPlenty, a digital marketing specialist. Using the APIs, real-time class data (location, occupancy, and pricing) was automatically fed into Meta Ads.

This meant campaigns could be:

• Hyper-localised: targeting by geography and availability.

• Autonomous: no manual updates or campaign resets.

• Compliant: GDPR-safe, using server-side tracking across devices and browsers.

The results speak volumes: AdPlenty’s campaigns delivered a 68% improvement in ROI compared to traditional approaches.

The ROI Numbers That Matter

The headline investment was small, just £2,000 in ad spend generated £200,000 in sales and 1,000 new customers. 

For franchisors, that means:

• Even a 10% management service fee (MSF) delivers £20,000 in royalties.

• That’s a 10x return on investment for the franchisor.

Why Accurate Conversion Data Powers Smarter Advertising

Google, Meta, and other platforms are locked in constant competition for your budget. Their business model is simple: the more you spend, the better for them.

But their algorithms are only as smart as the data you share. If you provide poor or incomplete conversion data, you get poor targeting in return.

With precise server-side data — who, where, and what type of customer converted — you train the algorithms to focus on your most valuable customers. For Swimtime, FranScape’s data layer meant every pound spent didn’t just buy clicks; it taught the platforms to bring in the right kind of clients, faster.

Automated, Hyper-Localised Campaigns

FranScape’s integration allowed Swimtime to feed class-level data directly into Google and  Meta. Campaigns weren’t generic — they were hyper-local and automated, based on:

• Location

• Availability

• Pricing

• Occupancy

This drove a 68% improvement in ROI, proving the power of data-driven targeting .

The Numbers Behind the Growth

• Ad spend: £2.8k

• Tracked sales: £17.1k

• Estimated Lifetime value: £357k

Even conservatively framed, the message is clear: £2k generated £200k. For franchisors, the lesson is simple — when your marketing is fuelled by operational data, short-term sales become long-term brand value.

Lessons for Franchisors

1. Invest in one source of truth — fragmented systems slow you down.

2. Adopt server-side tracking — reliable conversion data is your competitive edge.

3. Feed the algorithms — the more accurate your data, the better Google and Meta will perform for you.

4. Automate and localise — scale campaigns without scaling workload.

5. Think lifetime value — true ROI comes from long-term customers, not one-off conversions.

Final Thought: Technology Is Today’s Growth Fund

Marketing funds are vital, but Swimtime’s story proves that technology is the real multiplier. With FranScape as their growth engine, Swimtime didn’t just fill more classes — they built a stronger, more valuable brand for the future.

For franchisors, the takeaway is clear: invest in your tech stack today, and watch the returns compound tomorrow.