Rosanna and Kevin Casper

The Franchisee

Rosanna and Kevin Casper with their three kids.

Last updated on July 3rd, 2019 at 07:12 pm

Rosanna and Kevin Casper with their three kids.

The Franchise: Troy, Michigan-based Goldfish Swim School offers swim lessons and programming for children from four months to 12 years old. The business operates more than 65 franchise locations in 17 states and educates more than 50,000 swimmers per week.

December 2016

Rosanna Casper and husband Kevin Casper, a Milwaukee native and platform specialist at San Francisco-based Salesforce, were residing in California with their three kids when they decided to open Milwaukee’s first Goldfish Swim School location. They had gotten encouragement from family members who operate Goldfish franchises in Illinois, New Jersey and Philadelphia.

“From a business side, I loved watching my family bring Goldfish to their communities and we wanted to do the same for Milwaukee,” Rosanna Casper said.


The Caspers signed a lease for the facility at 12565 W. Feerick St. in Brookfield, near North 124th Street and West Capitol Drive.

“Finding property is the most challenging piece,” Casper said. “There has to be parking, it has to be a place where moms will want to take their kids, the building needs to be suitable.”


The Caspers moved their family from California to Milwaukee, just in time for the four-month renovation project on the existing building. When complete, the tropical-themed facility will house a custom-built, 90-degree pool, a snack bar and swim equipment shop, private family changing areas and a viewing area for parents.  


The franchise will open for business with its first day of swim lessons on Nov. 28.

“We are excited to employ 15 to 30 or 40 people, depending on how much we grow,” Casper said. “I am excited to train the staff, meet the kids and families, and be a part of the Brookfield community — it has already been very welcoming to us.” 

The franchisee fee

The fee to open one Goldfish location is $50,000. An owner can also purchase the franchise rights to an entire area for an additional $20,000.

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