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Tough Love: How Outsiders View Swimming

How do parents of non-swimmers view the sport of swimming in respect to cost, time commitment, fun, teamwork and developing social skills? Understanding how the world views the sport is key to knowing how to better position and explain the benefits. This presentation was delivered at the 2014 Club President’s Summit in Colorado Springs by USA Swimming Chief Marketing Officer Matt Farrell. Watch the presentation on our YouTube channel.


WHY MARKET YOUR CLUB

The obvious reason most clubs market is to recruit new members into their programs. Successful marketing can also help a club to:

  • Retain current members
  • Secure team or event sponsorship
  • Increase support from community stakeholders

SwimToday: Strategy Overview

Industry Collaboration to Grow Participation Taking Shape

You may have heard about a strategy to bring together swimming industry partners to collaborate on a campaign to grow participation in swimming. It is swimming’s version of “Got Milk?” if you will. It is becoming more and more of a reality. On Sept. 12, 2013, in Anaheim, Calif., USA Swimming hosted 23 organizations for a meeting to learn more about this strategy. We will continue to refine the plan, but in general our course is set on the strategy, messaging, budget, multicultural integration and more.

 

Since the Sept. 12 meeting, this campaign was also a major focus of USA Swimming Executive Director Chuck Wielgus’ state of the sport address at the U.S. Aquatic Sports Convention and other meetings throughout the week. USA Swimming President Bruce Stratton focused on the need to think about our sport differently for parents and families in his presidential address.

Click here to view the general strategy, but look for more updates. Also, please send us any ideas you may have for successful bridge programs within your LSC, clubs or swim school to drawingboard@usaswimming.org.

We remain excited about the opportunity for collaboration. We have a lot of work to do, but we have laid the groundwork to get on track and being our journey. Also check out 20 Tough Love Tweetable Tidbits and Shocking Ways Parents Perceive Swimming for further insight into the SwimToday campaign. 

Matt Farrell
Chief Marketing Officer
@mattfarrell_

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