About Us

The Proprietor

Rich Swartz started his career as a third grade teacher after earning two Master of Education degrees in Administration and Supervision. He decided to leave the education field and pursue his passion—fish—where he could share his aquatic expertise with fellow hobbyists. Rich is not afraid to tell you how it is and what will really help you and your tank flourish.

Why Us?

Choosing an aquarium specialty store over a big-box pet store means you have the opportunity to talk to people who truly know fish. A successful aquarium means knowing your fish—from specific breed care and tank mates to setting up the ideal habitat. We will answer any questions, help you troubleshoot any issues, and give you guidance on picking the right fish, plants, and supplies. Our team is here to help you every step of the way and ensure you set up the aquarium that’s right for you. Stop by to see why fellow hobbyists have trusted us for years—and with weekly shipments, there’s always something new to see!

No Fishy Business Here

We’ve been Central Florida’s hidden-gem store for fish nerds for almost 40 years! Simply put, we have years of experience with any type of tank and fish you can imagine.

Whether you’re an experienced hobbyist or a beginner setting up your first tank, you can trust our team of experts to give you accurate, reliable, and consistent information on how you maintain a healthy ecosystem for your aquatics.