ACKNOWLEDGMENT
FOREWORD FROM THE PRESIDENT
For over a century, the red and yellow has been an iconic symbol of safety, vigilance and in many cases, bravery on beaches all over the country.
Surf Life Saving now operates in over five hundred locations, and we have a footprint across the country and an impact on communities, which is impossible to ignore. We all share a common sense of purpose and pride in our clubs and our mission.
Whether you are part of our front-line emergency service, or you are one of the members who contribute to the additional seventeen million volunteer hours back on the beach supporting the efforts of the red and yellow - we are all life savers.
Our new Strategic Plan builds on this proud legacy and sets a bold direction for the future.
It is more than a roadmap. It is a commitment to improving the experience for our volunteers. It focuses on our mission to turn the tide on coastal drowning, and on four clear strategic priorities; making it easier to be a lifesaver, ensuring Surf Life Saving is a place for everyone, becoming more sustainable, and making us Australia’s preferred cause.
Our vision remains unchanged - zero preventable deaths in Australian waters . Behind that vision is the belief that no one should drown because they have not been taught to swim, cannot identify coastal hazards, or do not have access to lifesaving services. This plan reaffirms our commitment to creating safer communities and ensuring that everyone, regardless of background or ability, has the knowledge and support needed to stay safe in the water.
We have listened to the voices of our members, from patrols to boardrooms, and their insights, passion, and lived experience have shaped every part of this strategy.
Through our Strategic Plan, we will simplify systems and reduce red tape, improve access to training and resources, and better support our clubs to focus on what matters most saving lives.
Volunteers will see tangible improvements through enhanced technology platforms, clearer communication, more flexible pathways to participation, and stronger recognition of their vital contributions.
We are investing in a future where every volunteer, from patrol members to age managers to educators, feels supported, valued, and empowered. This plan ensures Surf Life Saving continues to thrive as a modern, inclusive, and resilient movement, one where every contribution counts and every member can make a difference.
To every volunteer, donor, club committee member, coach, and supporter - thank you. However, you contribute to the movement, whether it’s on the beach, behind the scenes, or supporting from afar, you are helping to save lives. You deserve to call yourself a life saver.
John Baker AM ESM President
PURPOSE STATEMENT
VISION
ZERO PREVENTABLE DEATHS IN AUSTRALIAN WATERS.
MISSION
MAKING IT EASIER TO BE
A LIFE SAVER.
STRATEGIC PRIORITIES
THERE’S A PLACE FOR EVERYONE IN SURF LIFE SAVING.
MAKE OUR MOVEMENT MORE SUSTAINABLE.
ACTIVELY LEVERAGE THE STRENGTH OF THE SLS BRAND TO MAKE US AUSTRALIA’S PREFERRED CAUSE.
ENABLING SHIFTS THAT MUST HAPPEN
FROM
A collection of 7 highly successful individual states and territory (NT), and 316 Clubs.
TO
A united and highly influential and successful National movement driven by the pursuit of a common purpose.
FROM Islands of data are eroding the potential worth of our collective data.
TO
A single source of truth, easily accessible, widely used and valued by all.
FROM
Good intentions about youth engagement.
TO
A movement that celebrates our youth as the future of Surf Life Saving. We will recruit, train and retain our youth and ensure they are represented at all levels of our organisation.
FROM
A culture that can sometimes feel closed o to non-members.
TO
A movement that celebrates equity, diversity, inclusiveness and a changing community.
FROM
Delivering contracted outcomes for those that fund us.
TO
Having the funding streams and resources that give us the freedom to determine our own future.
FROM
A movement where standards may vary just because people are volunteers.
TO
A movement proud of the standards we are all accountable to and for.
THE JOURNEY TO SLSA’S 2030 STRATEGIC PLAN
The development of Surf Life Saving Australia’s 2030 Strategic Plan began in early 2024, grounded in our unwavering commitment to saving lives, building safer communities, and supporting our incredible volunteer base. At the heart of this journey has been the passion, insight, and dedication of our members across the nation, from grassroots members at club level to our national leadership, whose voices have shaped the direction of this ambitious plan.
While our purpose and vision remain clear and strong, this process has been essential to ensure we remain relevant, resilient, and future-fit. It has given us the opportunity to assess and reaffirm our foundations, challenge assumptions, and align priorities for the next five years. This ensures that we are focused on where we can have the greatest impact, and that we continue to evolve with the needs of the community we serve.
A dedicated Working Group of Board and Executive Management Group (EMG) members was formed in February 2024 to guide the process and incorporate the perspectives of the Board, EMG, Advisory Committees, volunteers and SLSA Managers.
To ensure the voices of our grassroots members and volunteers were heard, a series of interactive State ‘Town Hall’ Sessions were held throughout July and August, led by President John Baker AM ESM and CEO Adam Weir. More than 115 members from across the country participated in these sessions, including dedicated forums for the Youth Working
Group and Masterclass. Their feedback directly informed the thinking and decisions of the squad groups.
In November 2024, following extensive consultation and engagement with members, the SLSA Board officially adopted the Strategic Plan. It was shared with key stakeholders and introduced to partners and emerging leaders, continuing the momentum into 2025.
Importantly, this Strategic Plan reflects not just strategic intent, but the lived passion of our people. It has been built with, and for, the volunteers who show up every day with commitment and heart. From patrolling beaches to mentoring young leaders, our members’ drive for impact and community service is what fuels this plan.
As part of this strategic planning process, we have taken the opportunity to reflect on and rigorously test our vision and mission. We are proud to reaffirm that our core mission remains unchanged, and that is a strength. It continues to resonate deeply with our members, stakeholders, and the communities we serve. Our vision remains steadfast: Zero preventable deaths in Australian waters.
Our mission to turn the tide on coastal drowning continues to reflect where we have the greatest influence and impact.
This renewed commitment ensures we stay focused, aligned, and future-ready while building on the strong foundation that has guided us for more than a century.
STRATEGIC PLANNING SQUADS
STATE TOWN HALL SESSIONS
• 115 people attended Town Hall sessions from around the country.
• 14 sessions were held across the membership in 2024.
• Feedback from these sessions fed into the squad work for this plan.
WHAT DRIVES OUR MEMBERS?
WHY DO YOU VOLUNTEER/WORK IN SURF LIFE SAVING?
HOW HAS BEING PART OF SURF LIFE SAVING IMPACTED YOUR LIFE?
OUR VALUES
At the heart of the Surf Life Saving movement is a shared commitment to protecting lives, strengthening communities, and empowering people. These values guide our decisions, shape our culture, and unite our members around a common purpose.
1 RESPONSIBILITY
2 SELFLESSNESS
3 BELONGING
4 INTEGRITY
5 GROWTH
6 EXCELLENCE
We act with care and accountability to keep our beaches and communities safe.
We lead by example, promote safe behaviors, and take proactive steps to prevent harm.
We serve others with generosity, compassion, and commitment.
Our members give their time and energy to protect lives, driven by a deep sense of duty and care.
We foster an inclusive and connected community where everyone is valued.
We celebrate diversity, welcome all, and create opportunities for people of every age, ability, and background.
We act with honesty, fairness, and respect on and off the beach.
We uphold the highest standards in our conduct, building trust through transparency and ethical leadership.
We support the development of skills, confidence, and leadership at every level.
From our youngest members to experienced lifesavers, we invest in learning, personal growth, and empowerment.
We strive for the highest standards in everything we do.
We pursue continuous improvement, evidence-based practice, and innovation to deliver exceptional outcomes.
SURF LIFE SAVING VALUES THAT ARE IMPORTANT TO OUR MEMBERS
WHY WE ARE HERE – WHAT INSPIRES OUR PEOPLE?
The heart of Surf Life Saving is the people who make our movement possible. Our members come from all walks of life, united by a shared commitment to keeping our beaches safe and building stronger, more connected communities.
For some, it starts as a way to give back. For others, it is about family, fun, or the thrill of learning new skills. Many join for the camaraderie and stay for the purpose. Whether on patrol, mentoring young nippers, serving on committees, or cheering from the sidelines, every person in Surf Life Saving contributes something unique and gains something meaningful in return.
Our Strategic Plan honours this powerful sense of connection. It recognises that Surf Life Saving is more than a volunteer organisation, it is a movement that shapes lives, creates leaders, and fosters lifelong relationships. It is a place where purpose and passion meet and everyone has the chance to grow, give back, and belong.
At the core of our purpose, is the simple but profound fact that we save lives. Without the intervention of our surf lifesavers, an estimated 1,300 additional lives would be lost on our coastline each year (Deloitte Access Economics 2020). This work is not just meaningful, it is vital.
As we look to the future, this Strategic Plan ensures we remain focused on where we have the greatest impact, which is protecting beachgoers and strengthening communities.
“Being in Surf Life Saving helps define me. I align with the values and it has provided pathways and a vehicle to contribute to an Australia that makes us all better.”
“It provides a sense of community and has opened my horizons and connected me with a broad range of people.”
“I feel like I’m doing something worthwhile for the community and I’m proud to tell people that I’m a part of the Surf Life Saving movement.”
“It has helped me develop confidence and resilience in my life.”
“Surf Life Saving has made me a better person, a better parent and a better colleague. I have learnt tolerance, vital skills, the importance of inclusion and I CAN save a life!”
WHAT DOES THIS STRATEGIC PLAN MEAN FOR OUR MEMBERS?
This Strategic Plan is more than a roadmap. It is a commitment to improving the volunteer experience. It sets a clear direction in our mission to turn the tide on coastal drownings, and our four strategic priorities focused on making it easier to be a lifesaver, being a place for everyone, making our movement more sustainable, and being Australia’s preferred cause.
Our members told us they want to see greater value for young people, more diverse pathways for involvement, improved technology to support their efforts, increased inclusion of people from culturally and linguistically diverse (CALD) backgrounds, and greater flexibility in how they can contribute and stay engaged.
Through this plan, we will simplify systems and reduce red tape, improve access to training and resources, and better support our clubs so they can focus on what matters most - saving lives. Volunteers will see tangible improvements through enhanced technology platforms, clearer communication, more flexible pathways to participation, and stronger recognition of their vital contributions.
We are investing in a future where every volunteer, from patrol members to age managers and educators, feels more supported, valued, and empowered. This plan will ensure Surf Life Saving continues to thrive as a modern, inclusive, and resilient movement where every contribution counts and every member can make a difference.
WHAT DOES THIS STRATEGIC PLAN MEAN FOR THE COMMUNITY?
This Strategic Plan is not just about strengthening Surf Life Saving from within, it’s about deepening our impact in the community. At its heart, the plan affirms our commitment to keeping every beachgoer safe, while ensuring there is a place for everyone in Surf Life Saving, whether as a supporter, donor, volunteer, or champion of water safety in their community.
Our focus on inclusion means that Surf Life Saving can become more open to all, welcoming people of every age, background, and ability to connect with the movement in a way that is meaningful to them.
As we invest in smarter systems, modern technology, and better support for our people, we are also building a stronger public presence. This plan prioritises strengthening the Surf Life Saving brand to become Australia’s preferred cause, and builds upon our legacy as a trusted symbol of safety, community, and national pride. A key part of this is increasing awareness and understanding of the vital role Surf Life Saving plays, from saving lives on our beaches, to supporting resilient, connected communities.
WHAT DOES SUCCESS LOOK LIKE IN 2030?
TURN THE TIDE ON COASTAL DROWNING
OUR VISION IS FOR ZERO PREVENTABLE DEATHS IN AUSTRALIAN WATERS
• A reduction is achieved in average coastal drowning mortality rates (measured by age and sex) compared to the previous reporting period.
• No drowning deaths occur between the red and yellow flags, reflecting the strength of patrolling services.
• A minimum of 10 new or expanded lifesaving services or capabilities (e.g. Public Rescue Equipment, camera surveillance, or other technologies) are established annually in identified high-risk drowning locations.
• SLSA’s National Water Safety Campaign reaches a quarter of the population each year.
THERE’S A PLACE FOR EVERYONE IN SURF LIFE SAVING
• Membership demographics reflect the communities served, assessed against Census data.
• Clear and accessible pathways are developed for community participation, either as members or supporters.
• Community membership grows by 5% annually.
• Gender equity is achieved across Surf Life Saving leadership positions.
• Systems and processes are in place to capture and report on the diversity of membership, including CALD, LGBTIQA+, and First Nations communities, supporting targeted inclusion initiatives.
• Participation in the Aussie All Abilities Program increases by 10% annually.
MAKING IT EASIER TO BE A SURF LIFE SAVER
• Overall membership increases by an average of 2% per annum.
• Member satisfaction with the volunteering experience remains above 80%, based on the Centre of Excellence Member Feedback Survey.
• Membership retention is maintained at or above 75%.
• Patrolling membership reaches 50,000 by 2030.
• A minimum of three key member barriers or challenges are identified and addressed each year to improve the volunteer experience.
• IT systems modernisation is completed, with userfriendly versions of the Members Portal (Hub) and Surfguard in operation.
MAKE OUR MOVEMENT MORE SUSTAINABLE
• A visible alignment of vision and purpose exists across SLSA and State/Territory Strategic Plans.
• Financial distributions to support Surf Life Saving services and activities increase by a minimum of 2.5% per annum.
• Two new Surf Life Saving Centres of Excellence will be operational by 2030.
• Long-term financial sustainability is demonstrated through effective management of revenue, expenditure, assets, and liabilities, and evidenced by consolidated net surpluses year-on-year.
• All SLSA consolidated group entities receive unmodified audit reports.
• A minimum of $10 million in grant revenue is secured annually for Surf Life Saving entities nationally through the Grant Seeking Unit.
• The Surf Lottery program demonstrates consistent year-on-year profitability growth.
• Environmental, Social and Governance (ESG) and/ or organisational resilience practices are adopted across the movement.
• A Mental Health Framework is established to support member wellbeing.
ACTIVELY LEVERAGE THE STRENGTH OF SLS BRAND TO MAKE US AUSTRALIA’S PREFERRED CAUSE
• By 2030, Surf Life Saving will be recognised as the number one preferred cause in Australia, as reported in Brand Research.
• Public awareness of Red and Yellow Day is widespread, confirmed through population-based surveys.
• Positive brand sentiment grows year-on-year, tracked through independent brand research.
For more information on how we are tracking, you can follow our progress by following SLSA across our social media channels and in our annual report each year – https://issuu.com/surflifesavingaustralia/stacks/ Surf Life Saving Australia Ltd Level 1, 1 Notts Ave, Bondi Beach, NSW 2026 Australia P.O. Box 7773, Bondi Beach, NSW 2026 (02) 9215 8000 slsaustralia sls.com.au
