At the heart of Faye’s 16-year journey as a Puddle Ducks franchisee lies one key focus: the customer. Her commitment to delivering an exceptional experience—for both families and her team—has made her one of the most successful and respected leaders in the Puddle Ducks network.
With one of the largest and most profitable franchises in the country, Faye’s customer retention rates are consistently the highest across the network, far exceeding the average. In fact, even with external challenges, her franchise remains the benchmark for keeping customers happy and engaged.
So, what makes Faye’s approach stand out?
It’s the countless small, thoughtful touches she and her team bring to every customer interaction. From follow-up phone calls for new swimmers to personalised check-ins for those considering leaving, every family feels seen and supported. She pioneered the “Talk to Your Teacher” initiative—essentially a parents’ evening for swim lessons—which has now been adopted nationally due to its impact on customer satisfaction and retention.
Faye also has a unique sense of community through her “Puddle’s Huddle” Facebook group, which provides a safe, engaging space for nearly 900 local parents to connect. Add to this her decision to employ a Poolside Assistant at every session—even when not required—and it’s easy to see why families stay loyal year after year.
But her success doesn’t stop with customers. Faye’s 41-strong team is equally loyal, with many employees staying for 5+ years. Her ability to nurture talent and create a positive culture means her staff are motivated, committed, and aligned with her customer-first ethos.
This people-focused leadership style has translated into exceptional business results. In the 2023/24 financial year, Faye’s franchise was the most profitable in the network—outperforming others by over £20,000. With this year’s turnover already £200k ahead, the upward trend continues.
Faye was the 2024 Puddle Ducks Franchisee of the Year and the 2024 EWIF Woman Franchisee of the Year, recognising the impact her customer-centric approach has had, not just on her business but on the network too. Working closely with the HQ Marketing & Customer Experience Department, many of Faye’s initiatives and best practices have been incorporated into the Manuals.
A quote from Faye’s Head of Teaching, who has been with Faye for 14 years, sums up her “Customers First” approach beautifully:
“She loves what she does, and the customers see that passed down to the team at the pools and in the office, as well as her involvement, recently attending all classes at a new pool launch to greet all the new customers personally. Faye’s passion, work ethic, and motivation are what inspires her team. With over forty employees and 1,400 customers, she still makes time to connect with everyone like she did back when there was only five of us!”
It’s that blend of passion, consistency, and care that sets Faye apart—and why she continues to raise the bar for customer service in franchising.