In this episode of The Future Consumer of Marketing, host Brett Stapper interviews Bunim Laskin, Founder and CEO of Swimply. Swimply has revolutionized recreational access by creating a marketplace that allows homeowners to rent out their private pools by the hour. With over $60 million in funding, expansion to 130 cities across three countries, and hosting over 4 million guests, Swimply is democratizing access to luxury pool experiences. From a Shark Tank appearance that aired on the exact day COVID lockdowns began to 4,000% growth during the pandemic, Bunim shares how he built a community-focused marketplace that connects “haves and have-nots” in an entirely new sharing economy category.

Topics Discussed:

• Creating an entirely new marketplace category for private pool rentals

• Navigating the challenges of the “stranger danger” perception

• Leveraging Shark Tank exposure despite airing during COVID lockdowns

• Building supply and demand in a two-sided marketplace

• Implementing creative PR and influencer marketing strategies

• Managing community and neighbor relations

• Handling regulatory challenges across different municipalities

Lessons For Consumer Marketers:

Build a Business from Solving Real Community Problems

Swimply began when Bunim convinced his neighbor to share her underutilized pool with his family in exchange for helping with maintenance costs. This evolved from solving a problem for one family to creating democratized access to luxury amenities – demonstrating how marketers should identify and solve real pain points that exist in communities.

Craft Your Story for Maximum Media Appeal

Bunim found PR success not by pitching “rent a beautiful, luxurious private pool” but by framing it as “book a complete stranger’s backyard for a couple of hours.” This counterintuitive approach made journalists take notice: “Finding the story, the phenomenon of what you’re doing” is crucial for earning media coverage without massive budgets.

Use Supply-Side Growth to Fuel Demand

During COVID, Swimply prioritized growing their pool host base before demand returned. This strategic focus on supply meant they were perfectly positioned when restrictions lifted and demand exploded, avoiding the chicken-and-egg problem that plagues many marketplaces.

Create “Good Chaos” with Strategic Media Moments

Appearing on Shark Tank led to 4x growth in host sign-ups within days, despite pandemic timing. Bunim explains why this temporary “good chaos” period – when systems were overwhelmed but growth was explosive – was exactly what the startup needed, showing how calculated risk-taking with major media opportunities can accelerate growth.

Transform Host Motivations Beyond Financial Incentives

Swimply hosts repeatedly tell Bunim they’re “hosting happiness in their backyard.” By emphasizing the joy created rather than just the income potential, Swimply has built a community of hosts who are emotionally invested in the platform’s success and providing exceptional experiences.

Leverage Experiential Marketing to Normalize New Concepts

To overcome the “weird” factor of renting strangers’ pools, Swimply is launching themed pool experiences (Harry Potter, Star Wars, Moana) to create magical, shareable moments that shift the conversation from “stranger danger” to “unique experience” – demonstrating how creating cultural touchpoints can normalize new consumer behaviors.

Manufacture Word-of-Mouth Through Memorable Experiences

Despite spending “millions on marketing,” Bunim reveals that 80% of bookings come through word-of-mouth. Their focus on creating shareable, magical moments drives organic conversation – showing how investing in experience quality often outperforms traditional advertising for innovative consumer products.