Meet Adele Carlsen | Director of Aquabatix and choreographer and instructor in synchronized swimming

We had the good fortune of connecting with Adele Carlsen and we’ve shared our conversation below.

Hi Adele, can you walk us through the thought-process of starting your business?
Myself and co-founder Katie Fried were synchronized swimmers. We met in the sport at the age of eight and competed together winning national titles and going on to compete internationally for our country too. We were often asked to perform at parties or do modelling jobs when we were swimming, one even for Alexander McQueen, but it was never promoted for that. It was very much all about a competitive route. Our Olympic sport is also famous for being in Hollywood films regarding Busby Berkely musicals and Esther Willaims. So it felt natural to take it back to it’s entertainment roots. Katie had started working in events and myself as a coach internationally so we had many contacts between us. More pools were starting to be build on rooftops in London, where we originally set up the company, plus many event set ups turn to London for their creative and innovative approach, so our first job was actually in Portugal at Euro 2004. Having performed all over Europe and Asia, in 2017 we then turned our sights to the US and set up Aquabatix Inc. We certainly started it as a passion and then learned about running a business along the way.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
When we initially set Aquabatix up in 2004, there was no other company like it. Actively seeking live entertainment oppotunities for synchronized swimmers at corporate events, PR launches, private parties and brand activations and marketing ourselves to companies to have our form of entertainment as the WOW factor as very few have seen what we do live. Obviously you need water for what we do, but more and more event venues and areas were being set up with pools, and certainly in the US where we are based in LA as well as performing in Miami, so many houses have pools. For them, its a large space which looks lovely but also can be used as a stage. We were always the act that captured the attention of the photographers and would appear in the papers and magazines.
With the rise of smart phones, social media and influencers, when we perform at an event these days, everyone is holding a phone up filming us and sharing us, so it is great for brands in that way.
We realised we had to also be innovative. That if places didn’t have water then how can we bring the water to them. This is when our tank act was born. A performance underwater in a portable tank, which mesmerises the guests and media alike. We competed in Britian’s Got Talent in a tank in 2012, making the finals and still to this day we are talked about as people remember us as we were so different. This led on to our own residency in the UAE in a tank there, as well as performing in the desert in a portable tank and in the middle of Covent Garden in London too.
We also realised early on, that what we do is not only great live but on screen as well. Music videos, film, advertising but also not just in the realms of synchronized swimming but as underwater models and artists. We’ve worked on so many sets where models and actors can not swim. Our synchronized swimmers and other swimming discipline athletes make for the most amazing models underwater or as body doubles, as they practically grew up in water. They can stay for hours in the water, know their bearings under water and make the job on set so much easier and quicker for production.
Not only do we thrive on being the original major global company ding what we do, but we thrive on the challange of being innovative and different. Whilst we love performing in a pool in vinatge style swimwear, we know what sets us apart is our ability to create new and different ways of performing in and under water.

Our real learning curve was how do we run and grow a business set up from a passion. When we first started, we were doing it for the love and had no idea about profit margins and what it would take to make it a sustainable let alone growing business. We met a business consultant Louisa Moger through a women in business seminar who turned our passion into a profitable business. We learnt so much through Louisa and are forever grateful for her expertise. Then we had to understand what it takes to incorporate in the US which was another huge learning curve. Our business manager Eric Scott, who was a friend of mine, really helped me with those hurdles.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Being from Britain I have to say Soho Beach House first up! Home comforts but in a beautiful beach setting and a gorgeous pool. For chill vibes I love escpaing to Key Biscayne. For culture, I love Little Havana. You can’t not dance when you are there. Also great for wandering, trying out food from street stalls and some occasional rum.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Katie Fried and Valerie Williams.
Katie, as mentioned, started synchronized swimming the same day as myself when we were eight years old. We were duet partners and team mates and won our first national title at the age of eleven. We went on to represent Great Britian at internaional competitons like the world championships together. We set up Aquabatix in 2004 and have worked together for the past twenty years. We have been through highs and lows of running a business but with our sport’s background, we seem to have the tools to work through them all, finding solutions for the low points and then celebrating the high points.

Valerie Williams: Val is our lead for the US company and we could not do be as successful as we are without her. Val has really helped us negotiate how to run a business in the US. To learn and appreciate the differences between our cultures and help us grow in a very different market.

Website: https://www.aquabatixusa.com

Instagram: @aquabatixusa