In any sector of our industry, safety is a topic that never goes out of style. There will always be a need for further education and training about keeping ourselves and others safe around the pool.
But sometimes, it’s more than just your proximity to the job that makes you passionate about water safety. For Jeff Johnson, CEO and founder of MidWest Pools, it was the desire to be a part of something bigger than himself — as well as his sense of responsibility as a father — that prompted a brand new communitywide program: SAFE Swim.
“At its core, SAFE Swim — Swim Awareness for Families & Education — is a mission-driven program we launched to help combat the leading cause of accidental death in children under five — drowning,” Johnson explains.
The dream of SAFE Swim is made possible through MidWest Pools’ commitment to its customers. With every pool purchase, the pool building company now covers the cost of a month-long swim course for each child in the buyer’s immediate family. The goal, Johnson says, is to create safer and more confident swimmers before their pool is even filled.
To bring this vision to life, Johnson partnered with two local swim schools, Savvy Swimmers and Jordan’s Safe Splash. With all three parties sharing a passion for child safety around pools, it was not hard to find a mutually beneficial plan to get SAFE Swim off the ground. Through MidWest’s commitment to their buyers, both local swim schools gain new students and further support the community.
After announcing the initiative on MidWest Pools’ Facebook page and launching a website dedicated to the program, Johnson is excited for what lies ahead. “I’ve already spread the word to other builders in the area,” he says. “Even if we don’t get other builders to adopt our specific program, if they take inspiration and do something similar, I think that’d be really cool.”
As the 2024 recipient of the Greg Garrett Scholarship, Johnson also has new opportunities to expand his reach through PHTA and GENESIS courses, speaking with other builders to raise awareness nationwide. “If you save even one kid, then you know it’s worth it,” he says.
The future looks promising for both Johnson and SAFE Swim. As the need for water safety education continues to grow, it’s up to industry professionals to lead the charge in keeping people safe around pools. Jeff Johnson and SAFE Swim are well on their way to making a lasting impact in Tulsa, Okla., and beyond.
This article first appeared in the June 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
