Abstract: A lap counter device used to show swimmers how many laps they have swum. The device includes a manual, flip-style lap counter and a rigid, planar body with an upward extended neck with a threaded bore formed therein that attaches to an elongated pole. The planar body has parallel front and back surfaces designed to hold lap counter pages in a vertical position adjacent to the edge of the pool when the planar body is held upright. The pole acts as a handle for an assistant to hold the planar body at or below the waterline while standing next to the pool. The planar body has adjustment knobs located one pair on the front surface and one pair on the back surface. During use, the pages of the lap counter are vertically positioned on the planar body so that the upper slots formed on the pages are aligned around the adjustment knobs on both sides of the planar body.