Strategic Plan 2024-2029

Strategic Plan 2024-2028 APPROVED BY THE BOARD OF DIRECTORS February 11, 2024

UPDATED APRIL 1, 2026

About AOAP’s Strategic Plan Established in 2011, the Association of Aquatic Professionals is a 501(c)3 Non-Profit Corporation run by an all-volunteer Board of Directors, full-time Executive Director, full-time Assistant Director and part-time Deputy Director.

AOAP exclusively promotes and advocates policies, practices and procedures that contribute to safe and improved aquatic education, aquatic recreation activities, programs and facilities; provides and supports quality aquatic education opportunities; coordinates and conducts research in the field of aquatic management and safety, promotes coordination and cooperation between established aquatic associations responsible for all aspects of aquatic programming, aquatic management, aquatic operation and maintenance and aquatic facility design. As well as providing an annual conference and educational workshops for communities on drowning prevention and education.

In an effort to support the Association’s Mission, Vision & Values, the Board of Directors worked with an independent consultant throughout late 2023 and early 2024 to establish strategic goals and objectives to carry the Association through 2028. This document is designed to share those goals and objectives and update our membership on their progress.

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Contents Table of Contents Our Mission, Vision & Values

Page 7

Committees & Work Groups

Page 9

2024 & 2025 Completed Goals

Page 13

2026 Strategic Goals

Page 15

2027 Strategic Goals

Page 19

2028 Strategic Goals

Page 23

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Our Mission, Vision & Values Our Mission We believe in promoting and supporting the aquatic profession through advocacy, research, and education on aquatic issues and to provide a common forum for members, educators, and aquatic suppliers that contributes to their professional advancement.

Our Vision The AOAP will be the leading organization representing aquatic professionals in advocacy, education, research, and professional collaboration. This means that the AOAP will promote: Advocacy by getting ahead of issues and being an agent to favorably managing change affecting the aquatic industry, providing a consistent message, provide a respected and credible influence on aquatic issues, create elevated awareness for areas of concern, and presenting positions that are publicly valued.

Education by increasing public awareness of the aquatic field, raising aquatic safety awareness, hosting compliant facilities training, demonstrating aquatic activities return on investment, and hosting forums to present non-biased information to the www.aquaticpros.org | 2024-2028 Strategic Plan

public and legislative bodies.

Research promotion of current, fact-based solutions (scientific process) on aquatic issues and solutions, coordinate the investigative process that establishes resources to initiate innovation and better aquatic business practices.

Professional Collaboration by providing a forum promoting an inclusive networking environment that fosters open idea exchanges, supportive relationships, shared goals, leadership development, and consensus building.

Our Values We care about our members, our profession, and the customers our members serve. We do this with integrity, respect, trustworthiness, and dedication to egoless, purposebased leadership.

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Committees & Work Groups Overview he Association of Aquatic Professionals (AOAP) is guided by a dedicated volunteer Board of Directors organized into five core committees led by the Executive Board Members.

Each committee plays a critical role in advancing AOAP’s strategic priorities and ensuring alignment with our mission to support aquatic professionals and promote safer aquatic environments.

Within each committee, focused work groups are established to carry out key initiatives and projects tied directly to the strategic plan. These smaller, action-oriented teams allow for deeper engagement, innovation, and progress across a variety of focus areas.

AOAP members are also encouraged to serve on Committees and Work Groups. These volunteer opportunities provide a meaningful way to contribute to the profession, collaborate with industry peers, and help drive forward the goals and initiatives that support both the Association and the broader aquatics community.

Executive Committee Provides overall leadership, governance, and strategic direction for AOAP while ensuring alignment across all committees and initiatives.

Chair: President of the Board Work Groups: Strategic Plan – Guides the development, implementation, and ongoing evaluation of AOAP’s strategic priorities.

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Research – Supports industry research initiatives and helps translate data into actionable insights for aquatic professionals.

DEIJ (Diversity, Equity, Inclusion & Justice) – Advances inclusive practices, resources, and education across the industry.

Policy & Advocacy – Monitors legislation, supports advocacy efforts, and elevates the voice of aquatic professionals on key issues.

Conference Committee Collaborates with Association Staff on the planning, development, and execution of AOAP’s annual conference to ensure a high-quality experience that delivers exceptional education, meaningful connections, and engaging attendee experiences.

Chair: Immediate Past President Work Groups: Education – Solicits, evaluates and curates dynamic, relevant educational content including sessions, speakers, and learning formats that support professional growth.

Socials – Designs engaging networking events and themed experiences that foster connection and community among attendees.

Volunteers – Recruits, organizes, and supports volunteers who help bring the conference experience to life.

Expo / Vendors – Manages exhibitor and sponsor engagement to ensure a valuable and interactive marketplace for attendees and partners.

Drowning Prevention Committee Advances AOAP’s mission to reduce drowning through education, outreach, and strategic initiatives that expand access to water safety resources and programs.

Chair: Treasurer

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Work Groups: Education – Develops and promotes water safety education, resources, and campaigns that support drowning prevention efforts.

Fundraising – Secures funding to support drowning prevention initiatives such as the Life Jacket and Swim Lesson Grant programs Grants – Oversees grant programs, including life jacket distribution and communitybased drowning prevention initiatives.

Member Engagement Committee Strengthens connections within the AOAP community by enhancing member value, increasing engagement, and creating meaningful opportunities for involvement and collaboration.

Chair: Secretary Work Groups: Social Media – Collaborates with the Assistant Director to develop content that highlights members, shares industry insights, gives practical tips, and promotes AOAP initiatives across digital platforms.

Membership – Supports recruitment, retention, and overall member experience while identifying ways to grow and better serve the AOAP community.

Activities (Roundtables) – Works with the AOAP Team to plan and facilitate virtual and in-person roundtables that encourage knowledge sharing, discussion, and peerto-peer connection.

Professional Development Committee Supports the growth and advancement of aquatic professionals by expanding access to training opportunities, and fostering career pathways across the industry.

Chair: President Elect

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Work Groups: Education & Training – Develops and delivers professional development opportunities outside of the Annual Conference including webinars, courses, and credentialing programs.

Aquatic Technician School - Develops and delivers Aquatic Technician School at the annual conference to provide resources and networking for technicians in the field Director’s School - Develops and delivers Director’s School at the annual conference to prepare managers for high-level roles within their organization AqP - Oversees the Aquatic Professional Designation program including curriculum review and future growth

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2024 & 2025 Completed Goals As we move beyond the first two years of our strategic plan, we are proud of the meaningful progress already achieved. Several key goals have been successfully completed, reflecting the dedication of our Board, committees, and volunteer work groups. This early momentum demonstrates our collective commitment to advancing the mission and delivering value to our members, while positioning us strongly for the next phase of implementation.

Completed Goal 1 Develop heat maps to identify membership gap opportunities including regions to support future conferences and areas that may need additional management or effort.

Outcome Statement: Membership gaps/hotspots have been identified using heat maps, and additional AOAP resources have been assigned to effectively and efficiently locate conferences and workshops.

Completed Goal 2 Create a staff succession / replacement plan by the end of 2024.

Outcome Statement: A succession / replacement plan for leadership and operation staff has been established so that the organization can continue to remain sustainable, successfully grow and serve the aquatics community. This has included hiring a full-time Assistant Director (April 2024), part-time Operations Manager (April 2026), and a longterm plan is in place.

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Completed Goal 3 Create a board succession / replacement plan by the end of 2025.

Outcome Statement: A systematic process has been created that facilitates a way to successfully recruit and place engaged committee and board members to support the mission and vision. This includes creating a job ladder / path to board member document that is available to members and actively recruiting membes who represent all member organizations (industry verticals, regions, and generations).

Completed Goal 4 Track general policy changes at the state and national level that affect aquatic facility operations.

Outcome Statement: The AOAP membership is provided with a central resource to identify upcoming legislation or code revision in a way that helps them influence legislation to improve aquatics operations. This is available on the AOAP Website with additional spotlights in the AOAP Weekly Newsletter.

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Short Term Goals (2026) Building on the momentum of the first two years of the Strategic Plan, each Committee has identified a set of focused, short-term goals currently in progress and slated for completion in 2026. These initiatives reflect a thoughtful, action-oriented approach to advancing our strategic priorities, with work groups actively driving efforts forward.

Together, these near-term accomplishments will continue to strengthen our impact, support our members, and lay the groundwork for sustained long-term success.

Executive Committee Goal Identify underrepresented groups within the aquatics community and ensure they have access to resources that increase awareness and engagement with AOAP offerings, with targeted outreach to organizations such as YMCAs, JCCs, and Boys & Girls Clubs.

Outcome Statement: Success will be measured by increased membership and engagement from these underrepresented groups. This effort supports AOAP’s mission by expanding the reach of programs and services, while connecting more aquatic professionals to the Association’s mission, vision, and values.

Conference Committee Goal Increase member volunteerism levels through expanded committee engagement and participation. This will be achieved by developing a structured onboarding process and clearly defining volunteer roles through specific tasks and expectations.

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Outcome Statement: Success will be measured by a 25% increase in active volunteers and improved clarity in volunteer roles and participation. This initiative supports AOAP by attracting more professionals to engage with the Association, enhancing collaboration across the industry, and strengthening the collective impact of our work.

Drowning Prevention Committee Goal Develop a comprehensive information packet and standard operating procedures (SOP) to educate committee members on expectations, structure, and how the Drowning Prevention Committee operates.

Outcome Statement: Success will be measured by increased understanding of roles, responsibilities, and committee processes among members. This initiative builds on previously completed succession planning efforts by better preparing incoming committee members and future chairs for effective leadership and engagement.

Member Engagement Committee Goal Increase member engagement through marketing and networking efforts by growing social media engagement. This will be achieved by creating fun, lighthearted content and targeting diverse audience segments across platforms.

Outcome Statement: Success will be measured through increased social media metrics, including views, comments, and likes. This initiative supports AOAP by encouraging greater member involvement, strengthening advocacy efforts, and fostering professional collaboration across the aquatics community.

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Professional Development Committee Goal Encourage participation across AOAP’s education and training programs by developing a targeted outreach initiative focused on Training Opportunities, Tech School, and Director’s School.

Outcome Statement: Success will be measured by tracking participation with a goal of a 10% increase in participation across these key programs. This initiative supports AOAP’s role as a leading organization representing aquatic professionals in education and reinforces our commitment to advancing knowledge, skills, and career growth within the industry.

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Mid-Term Goals (2027) Our mid-term goals, targeted for completion in 2027, are designed to build on the progress and momentum established in the early phases of the strategic plan. These initiatives focus on advancing key priorities, addressing identified strategic needs, and deepening the impact of our programs and services. As AOAP continues to grow and evolve, these priorities may shift or expand to reflect emerging opportunities and needs within the aquatics community, ensuring continued relevance, engagement, and longterm success for the Association and its members.

Executive Committee Goal Continue advancing advocacy efforts for the aquatics industry by tracking national policy developments and identifying strategic opportunities for AOAP’s involvement in national water safety initiatives.

Outcome Statement: Success will be measured by increased awareness of relevant policy changes and active participation in national water safety efforts. This initiative strengthens AOAP’s voice at the national level and supports the Association’s mission by promoting safer aquatic environments through informed advocacy and strategic partnerships.

Conference Committee Goal Increase conference attendance and exhibitor participation through the strategic use of Power Speakers, diversification of session topics and scheduling, and targeted efforts to grow vendor engagement. www.aquaticpros.org | 2024-2028 Strategic Plan

Outcome Statement: Success will be measured by tracking attendance with a goal of a 10% increase in both attendee and exhibitor participation. This initiative supports AOAP by strengthening partnership opportunities, enhancing the overall conference experience, and expanding the Association’s reach within the aquatics industry.

Drowning Prevention Committee Goal Under Development

Member Engagement Committee Goal Increase networking and mentoring opportunities by developing a focused engagement plan for young professionals (defined as under age 30) with targeted strategies to better connect, support, and involve this audience within AOAP. Outcome Statement: Success will be measured by increased membership and conference attendance among young professionals. This initiative supports AOAP by strengthening the future pipeline of aquatic leaders, fostering meaningful connections, and enhancing long-term engagement within the Association.

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Professional Development Committee Goal Increase educational opportunities and participation for members by actively promoting webinars (both free and paid), expanding awareness of AqP educational pathways, and supporting the planning and implementation of the Mid-Year Manager Training, a virtual training designed for seasonal staff.

Outcome Statement: Success will be measured by increased participation in webinars, successful execution of the Mid-Year Manager Training, and growth in AqP applications.

This initiative supports AOAP’s role as a leading organization representing aquatic professionals in education and professional development, while strengthening member knowledge, skills, and career pathways.

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Long Term Goals (2028) Our long-term goals, anticipated for completion in 2028, are designed to round out and fully realize the vision of our current strategic plan. These initiatives focus on sustaining growth, deepening impact, and ensuring the long-term success of AOAP and its members. As the needs of the aquatics community continue to evolve, these goals may be adjusted or refined to remain responsive, relevant, and aligned with emerging priorities, positioning the Association for continued leadership in the industry.

Executive Committee Goal Expand strategic partnerships by identifying and pursuing opportunities across key sectors with the goal of establishing five high-impact partnerships that advance AOAP’s mission and initiatives.

Outcome Statement: While this initiative will be a primary focus beginning in 2028, it is anticipated that full realization of these partnerships will extend through 2030.Success will be measured by the development and formalization of five strategic partnerships.

These collaborations will expand the reach of the Association, enhance access to research and resources, and strengthen the overall impact and visibility of AOAP within the aquatics industry.

Conference Committee Goal Develop and strengthen strategic partnerships with local organizations and conference host sites to enhance the overall conference experience and expand engagement opportunities.

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Outcome Statement: While this goal will take focus in the later years of the strategic plan, it is anticipated to evolve over a 3–5 year period, with full realization extending through 2031. Success will be measured by increased partnerships and growth in conference attendance. This initiative enhances educational opportunities and promotes professional collaboration across the aquatics industry.

Drowning Prevention Committee Goal Develop and execute a National Drowning Prevention Campaign centered around AOAP’s RESPECT program that include sstandardized curriculum, participant certificates, a designated spokesperson, and strategic sponsor support.

Outcome Statement: Success will be measured by the successful launch and adoption of the nationwide campaign with participation across multiple organizations and communities. This initiative will elevate awareness of drowning prevention, expand the reach of AOAP’s RESPECT program, and position the Association as a national leader in water safety education and advocacy.

Member Engagement Committee Goal Increase membership across underserved categories including college/university programs, open water professionals, and young professionals.

Outcome Statement: Success will be measured by increased representation within these underserved segments and overall membership growth of 10%. This initiative supports AOAP by expanding its reach, strengthening connections across diverse areas of aquatics, and providing greater access to education and professional collaboration opportunities.

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Professional Development Committee Goal Under Development

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