Swift App: booking and management software for indoor sports facilities at $120K a year

Swift App sells sport facility management software — online booking, scheduling and payments — to owners of indoor sports facilities, starting with indoor baseball facilities, and was at $120K a year as founder-reported in a September 2022 Starter Story interview.

How it started

Swift App began in November 2021 as a side project that three friends in Toronto, Ontario built for fun. Jeet Mehta, one of the founders, describes the first target customer as indoor baseball facilities: a "factory floor" covered with long, rectangular cages where athletes take hits. The owners of those facilities spent hours on the phone each week handling bookings for cage rentals, lessons, classes and clinics.

In hindsight, the founders treat one early decision as an advantage: after validating the problem, they started building without studying existing products on the market. Mehta credits that blank-slate approach with producing a tool that was "drastically different, and 10x better in value" — a claim about their own product, not a comparison this page can verify.

What it sells and how it charges

On its official website, fetched on 2026-09-30, Swift describes itself as sport facility management software: "the easiest way to run a sports facility," with online booking, scheduling and payments that can be set up "in minutes."

The homepage groups its features across the operational side of running a facility:

Booking and scheduling: drag-and-drop calendar, online bookings, packages and credits, staff and permissions, payroll
Revenue tools: memberships, invoicing, retail and product sales, coupons, gift cards
Communication and admin: email marketing, notifications, liability waivers, reports and analytics, integrations, a branded app, access control, instant onboarding

The site also lists industries beyond baseball and softball: basketball, soccer, hockey and ice rinks, volleyball, golf, pickleball, cricket clubs and multi-sport facilities. 1M.chat classifies the business model as subscriptions (SaaS and memberships).

On pricing, the official website as fetched on 2026-09-30 does not publish a pricing page or prices.

How it got its first customers and what kept growth going

Growth started with phone calls. "Our initial customer growth came largely from traditional outbound sales - aka picking up the phone and making a call," Mehta says — a hard channel for three engineers who had never worked in sales. Volume came from repetition: "We went from being scared to make a call to doing 30+ calls a day, all through practice and repetition."

Two observations shaped how they sold. Facility owners already spend heavily to run their businesses, so their willingness to pay for a good solution is high; in the founder's account, that shaped pricing. And the customer's business is seasonal: facilities are busy in winter, when everyone practices indoors in colder climates, busy again in summer with classes and camps, and quieter in spring and fall. That seasonality influences when outreach happens and which channels get used.

Beyond outbound, the team tested a wide mix: informal partnerships with adjacent businesses for referrals, a "one free month" referral program that rewarded both the referring facility and the new customer, posts in private Facebook groups, Google and Facebook ads with keyword experiments, and later regular blog content for SEO. In the interview, Mehta names the largest channels as search (blog posts and paid ads), word of mouth (referral) and social — specifically ongoing conversations with owners in private Facebook groups — with outbound calls and emails continuing to work.

The numbers

Revenue: $120K a year, founder-reported in the September 2022 interview, which also describes the business as at $10K/month. This is what the founder said at that date, not current revenue.
Profitability: profitable from "pretty much Day 1," with what the founder describes as healthy margins.
Team: three founders and three employees at the time of the interview.
Started: November 2021, based in Toronto, Ontario.
Acquisition economics: depending on the channel, $0–$200 to acquire a customer; the founder estimates average LTV at roughly $4K, calling that estimate "a rough approximation."
Starting costs: the founder did not state what it cost to start.

How it compares

1M.chat's analysis covers 1,997 businesses with founder-reported revenue in Starter Story interviews from 2015 to 2026 — a self-selected sample of founders who chose to be interviewed, not a random sample of all businesses. Within the Software & SaaS category:

Measure	Software & SaaS (1M.chat analysis)
Businesses with founder-reported revenue	354
Median monthly revenue	$40K
Share at $1M a year or more	35%
Median employees	4.0
Share started by one founder	45%
Top growth channels (of the 244 businesses with channel information)	Organic social media 55%; SEO and organic search 54%; word of mouth and referrals 31%; paid ads 31%

Against that category, 1M.chat's analysis places Swift App below the category median. Its three employees sit against a category median of 4.0. Two of the channels the founder names as largest — search and word of mouth — also appear among the category's top channels, while outbound calling, the channel credited with the first customers, does not appear in that top-four list.

This is a comparison of reported figures from two different sources, not a claim about what any facility software business will earn.

What a founder can take from it

Check that the problem costs real time or money before you build. Mehta's stated test is whether the problem costs time or money — ideally both — and whether you can be 10x better than the alternatives a buyer already has.
Price against your customer's existing spend, not against your own costs. If your buyer already spends a lot to operate, underpricing is a choice you make, not a market fact.
Run the uncomfortable channel first. Outbound calling was the hardest channel for this team and the one that produced their first customers; the skill was built through repetition, not discovered ready-made.
Start the slow channels while you are still building. SEO needed consistent content before it produced anything, and the founders say they used that delay as an excuse to ignore it.
Plan around your customer's calendar. If the businesses you sell to are seasonal, your acquisition will be seasonal too.

Sources

Revenue, team and start-cost figures are what the founder reported at the interview date, not current figures and not a prediction of what you will earn. Product and pricing facts come from the business's own website as checked on 30 September 2026. Method & sources · Disclosure