In mid 2003 Kiefer Swim Shop entered the Dallas swim market. Its goal was to provide quality products at competitive prices for the local competitors. Kiefer’s founder was a swimmer in the 1936 Olympics and invented the lane line that we know today. Backstroke was known for many decades as the Kiefer backstroke. Adolph Kiefer was a friend and mentor for many years to his Dallas employees and it was a sad day when he called to say he was retiring and closing his retail stores. Sad… well… sad until he told them that he would like them to purchase the store. It was the only store he had run by Coaches. His only stipulation was that he wanted competition to remain alive and vital in the Dallas market in order to benefit the swimmers. Since then, our name has changed but our mentality towards serving the swimming community has not! Local coaches helping Local families. Help us help you.