Kiefer Aquatics

Kiefer Aquatics, having recently acquired and merged with The Lifeguard Store, is the leading distributor and specialty retailer serving lifeguards, swim teams, facilities, and learn to swim programs in the U.S. market.  We support a broad selection of aquatic products from the leading brands in the industry through our portfolio of e-commerce and retail sites which include:,,, and our retail sites operating as All-American Swim, and Swim Shops of the Southwest.  Our mission is to provide the leading service, product expertise and selection serving lifeguards, swim teams, facilities and learn to swim programs everywhere.


Kiefer was founded in 1947 by Adolph Kiefer - US Olympic Gold Medalist, WWII Navy Instructor, and aquatics industry pioneer. The Lifeguard Store was founded in 1992 by Mark Oostman – certified Lifeguard Instructor Trainer and Division I Swimmer.