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Local swim schools are places where parents can pay and have their children undertake useful fitness training programs. This study follows a pre-event, at-event and post-event behavioral model to gauge how parent loyalty may be promoted over time. This value model shows swim schools with quality products, reasonable pricing, good servicing and offering an emotionally satisfying experience likely generate ongoing parent loyalty. Hence swim schools monitoring parent perceptions of their fitness training programs should deploy skilled (and personable) fitness trainers (or coaches) and should build programs that grow the parent’s motivation to attend.