A fair bit of information is available on the AA website. I...

A fair bit of information is available on the AA website. I don't know them but my kids went through other swim schools and they started at basic learn to swim through to stroke refinement. The schools typically need to have an agreement with the pool managers (sometimes councils) so imho they shouldn't be highly profitable but obviously have the potential to be.

Many of the good ones (schools) will include an excellence program that leads to State and National competition (my kids went through and one now coaches) but I didn't see any of that on the AA site.

As a parent the "for profit" thing in this area is a little disappointing unless they're trying to expand access more widely. There is a general industry wide lack of swim teachers. Given swim teachers often come from graduates of the more elite programs I'm concerned AA may rely as much on poaching as training new swim instructors but happy to be corrected.