V O L U M E 2 8 | I S S U E 4 2 017
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Move With Momentum
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Holiday Gift Guide! ORLANDO NATIONAL CONFERENCE HIGHLIGHTS
Swimming Towards a Lower Drowning Rate Through Partnerships
IN THIS ISSUE 3
Letter from the President
5 From the Desk of the Executive Director 6 Holiday Gift Guide
8 Hallie Lonial TEDx Talk
11 Swimming Towards a Lower Drowning Rate Through Partnerships 15 To Be Or To Do – That Is The Question 11 SWIMMING TOWARDS A LOWER DROWNING RATE THROUGH PARTNERSHIPS
COVER PHOTO CREDIT Swim Snaps
17 How to Handle Customer Complaints 20 Ask Al
22 Highlights of 2017 Orlando National Conference 25 Making Industry Waves
27 Marketing Your Swim School Using Information, Not Fear 30 Spring Workshop To Host Both IT & SA Courses 30 Stop Drowning Now
ASSOCIATION HEADQUARTERS 7100 E. Cave Creek Rd., Suite 109 Cave Creek, AZ 85331 480.837.5525 usssa@usswimschools.org usswimschools.org Executive Director Lisa M. Zarda, CAE, CNAP Editor Monica Martin ASSOCIATION OFFICERS President John Kirk, Little Otter Swim School Vice President Mike Williams, American Kids Sports Center ASSOCIATION DIRECTORS Tracy Koleber, Nitro Swimming Tiernan Murphy, Making Waves Swim School Jeff Purchin, 5 Cities Swim School Casie Shore, Swim to Shore Swim School Matt Young, Hubbard Family Swim School
31 Meet USSSA’s Newest Sponsors USSWIMSCHOOLS.ORG | 1
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LETTER FROM THE PRESIDENT Excited about the future. I am very excited about the coming year for the US Swim School Association. For those of you who don’t know, the board of directors gathers twice a year to plan for the future. We made a change this year. In years past, we met in January. We held the meeting in November this year so that we could get going faster and not wait three months to plan and develop strategies. This year, we met in New Orleans and had a very productive two days. When I originally ran for the board, I wanted to create more value for our members. I think there are opportunities to leverage technology to provide educational and social content. We know there are members who cannot attend conferences for a number of reasons and want to make sure they have access to quality learning and sharing opportunities. Some of the things that are happening now are the ability to see quality recordings of some of the presentations from the conference. We are also continuing our webinar series. The Facebook forum continues to be a wonderful tool for social interaction if you are not a member of it call the office to be added. One of the things we talked about at the strategic planning meeting is that we don’t know how many total swim schools there are in the United States, much less the rest of the world. We will be embarking on a project to count and identify swim schools. This will give us a measure so that we know what percentage of swim schools are members. Another issue is that we do not know enough about our existing members. Soon, you will receive a survey which will help us better understand your business and our association as a whole. This data will drive decisions going forward as we better understand the make-up of our association. It will also allow us to approach potential sponsors so that we can make the association better for you. As we finish up the holidays, I want to let all of you know that I am truly thankful for all of you and am looking forward to what we can accomplish together to make the US Swim School Association even better!
John Kirk (left) and Vice President, Mike Williams (right)
JOHN KIRK President US Swim School Association
USSWIMSCHOOLS.ORG | 3
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FROM THE DESK OF THE EXECUTIVE DIRECTOR
USSSA is Moving with Momentum Your association is building momentum as we move forward into 2018! The board of directors had a successful strategic planning meeting in November to further develop plans for the future of this association. Top priorities include increasing benefits to members, development of a comprehensive education strategy and establishment of a drowning prevention initiative. In order to develop benefits to meet the needs of our members we will be conducting some surveys to find out more about you. Watch for these in the coming months. Another new initiative adopted by the Board of Directors is the establishment of minimum membership requirements. As you look to renew in 2018 there will be a few additional questions on the renewal application. The goal of these requirements is to ensure our members meet minimum professional swim school standards as well as elevate the USSSA brand. By elevating our brand it is our ultimate goal to elevate our member schools to be the swim schools of choice by parents and future swimmers. The association will ask that you confirm your school has these in place during the renewal process (or when new members join going forward). Minimum membership requirements include:
• Liability insurance • Background checks on every employee (n/a for international members due to differences in international background laws) • Have an established curriculum • Know and understand your local health codes & maintain a healthy pool • Aware and comply with all local, state and federal laws governing the operation of a swim school and the teaching of swimming • Agree to the USSSA code of ethics • Meet membership qualifications as set by USSSA By-Laws If you have any questions regarding these new requirements, please don’t hesitate to reach out to our office. And be sure to watch for more exciting updates as we take steps towards accomplishing our goals. I would also like to take a moment to welcome Mike Williams back onto the board of directors as your new Vice President. He brings previous board experience as well as financial skills that will help the association continue to build and grow upon past success. Welcome Mike! I look forward to seeing many of you at our upcoming Spring Workshop that is not just for teachers anymore. Join us
as we Grow Together, February 10 & 11th in Dallas, TX. Featured keynote speaker is John Thrailkill from The Container Store presenting, Talent is the Whole Ball Game. The Container Store has built their brand on the joyful conviction that their employees are their top priority, their most treasured asset. And it’s working, with less than 10% turnover in an industry where the average employee doesn’t even stay a year. Learn some of the secrets to creating a culture that keeps your employees coming back for more day in and day out! See you there!
LISA M. ZARDA, CAE, CNAP Executive Director US Swim School Association
HOLIDAY GIFT GUIDE! 8 GIFT IDEAS FOR YOUNG SWIMMERS BY USSSA SPONSOR SWIMOUTLET.COM
Learning how to swim is an exciting feat for any age group, but especially to young swimmers. Learning to swim at an early age helps establish confidence and creates a newfound sense of excitement. To build on that excitement and to add an element of fun to the sport, give the gift of swimming this holiday season! Here are 8 great gift ideas for the young swimmer on your list: ANIMAL NOODLE Lions and tigers and bears, oh my! Every kid learning to swim spends some time with a noodle, so make it fun time with these animal noodles by Sola. FLOAT BAR A more practical gift, the float bar allows them to learn and practice swimming on their back. Kids will hold onto the bar while kicking their legs and floating, which is great for body positioning, breathing and head positioning DOLFIN UGLIES GIRLS’ SNOW WHAT FUN SWIMSUIT Spread the holiday cheer with a fun and festive printed swimsuit from Dolfin. DOLFIN UGLIES BOYS’ SPEEDY JAMMER SWIMSUIT Brighten up the gloomier months, and give them a suit that paints the pool with joy! Dolfin makes a ton of fun prints, you really can’t go wrong! FINIS ANIMAL HEADS SWIM CAP Fish out of water! Every kid loves a good fin on their swim cap. Try these FINIS swim caps for an instant smile in the pool, and the perfect stocking stuffer. FINIS JR. KICKBOARD Tiny, but mighty, this FINIS Jr. Kickboard is perfect for a variety of different swim drills and confidence building in the pool. We love the classic, but bold, FINIS yellow! CRESSI GOGGLES Cressi’s best-selling kids goggles are comfortable and scratch-resistant, while featuring a UV-protectant lens. These are the perfect pair of starter goggles for year-around pool fun! CRESSI RASHGUARD Whether you’re planning a holiday in the sun, or decking the halls on the pool deck, a Cressi rashguard will keep the kiddos warm while looking cool.
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HALLIE LONIAL TEDX TALK Hallie Lonial (Swim Beyond) was a USSSA National Educator of the Year Recipient at the 2017 Orlando Conference. The following is the outline for the TEDx Talk given by Hallie at Emory University, August 2017. Enjoy!
BY HALLIE LONIAL EMORY UNIVERSITY
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Before I start, let me ask everyone here a question. Raise your hand if you know, or think you know, someone who doesn’t know how to swim. Now keep your hand up if that person is a minority. Swimming is one of the most difficult sports in the world. Compared to land sports where you may be able to find a pine cone to kick around and a field to do it in, there isn’t always a readily available body of water to jump in and go swimming. Historically, access to a swimming pool was one of the main reasons why people, especially minorities and the disabled, didn’t learn how to swim. For children between the ages of 1 and 4, unintentional drowning is the second most common cause of death. Among young adults, it is in the top three. Almost 4,000 people drown every year, but what the overall statistics fail to address are the dramatic differences in drowning rates for minority groups. Let me back up and tell you a little bit about myself.
I started swimming when I was 3 years old, right over here in the WPEC pool. Two years later, I was old enough to be on the summer league team at Druid Hills, and in first grade I started competing for Dynamo Swim Club. For most of my life, I’ve been a swimmer. Even after I quit swimming competitively, I found a way back to the water through teaching, going to my brother’s swim meets, and going to the pool to hang out with my friends. Last summer, I was contacted by a family friend, the owner of Swim Beyond, who asked if I would be interested in volunteering to teach lessons to visually impaired children for a couple of weeks. Admittedly, I was nervous when I said yes. Before last summer, I had never met anyone with a visual impairment. Was I sensitive enough? Would I know how to respect a child’s impairment without being condescending or belittling their skill set? On top of that, I hadn’t coached or swam for a little over a year. Would I be useful? During those two weeks, I had the pleasure of teaching a 16-year-old named Sebastian. Sebastian is blind, and was absolutely terrified of floating on his back. By the end of our 30-minute lesson, he was kicking by himself with a noodle and blowing bubbles like nobody’s business, but still would not lay back in the water. After a lot of coaxing and some help from one of the camp counsellors, we finally got Sebastian on his back. I will never forget his smile, or how relaxed he looked, and the amount of pride he had when he was standing up afterwards. “This has been remarkable,” he exclaimed! And it was. Sebastian reminded me what it had been like to swim as a little kid, how much joy the sport brought me, and how accomplished I could feel giving the gift of swimming to another person. After those two weeks, I asked if I could continue teaching lessons in the fall, and have been working there ever since. I love my job. I love hearing about a kid’s favorite super hero, what the theme is for their next birthday party, or that they tried vegetables for the first time yesterday. I love seeing a child progress from cutting into my arms with their fingernails because of how nervous they are, to putting their face in the
water for the very first time. I have always loved working with kids, but there is something unique and special about helping them achieve a goal or get over a fear. While I love my job, I realize that there are limitations that may not allow people to attend swim lessons. I mentioned that swimming is a gift, and that means that there is a certain amount of privilege that comes with it. There is a reason that countries like the US and Australia dominate the international swimming stage, and that’s because it is a predominantly white sport. The USA Swimming Foundation did a study in 2008 that showed the many factors that influence whether someone learns how to swim or not, and among them was encouragement from family and friends who were comfortable in the water. The study reported that African American children were much less likely to have a parent who knew how to swim, have friends who knew how or enjoyed swimming, or have a parent who encouraged them to learn to swim. Because of this, the fatal drowning rate of African American children ages 5-19 is 5.5 times higher than those of whites. Even just for kids 11 and 12 years old, the rate for African Americans is 10 times higher. While most studies have been done on the disparities between African Americans and whites, this is a pattern for all minorities. The Center for Disease Control (CDC) found that Native Americans actually have the highest rates of drowning, followed by African Americans, Hispanics, and then whites. So, are any steps being taken to make swimming a more inclusive sport? Non-profits like the one I work for here in Atlanta, Swim Beyond the Boundaries Inc., offer scholarships for swim lessons as well as assistance with transportation, swim suits, and flippers, as needed. The United States Swimming Foundation, Make A Splash, and companies like Speedo and TYR offer grants to these non-profits across the country so that we can continue to provide this type of funding. Swimmers like Cullen Jones and Simone Manuel are wonderful role models to the African American children who never saw competitive swimming as part of their future.
Looking back on that first day, I realize that I am useful and would have been even if I hadn’t always been a swimmer. The CDC lists the number one method of drowning prevention is to learn basic swimming skills. You don’t have to be the best swimmer or even a lifelong swimmer to be able to teach these basic skills and save a life. I’ve learned that most of the time, children are willing to learn how to do things once they are comfortable with their environment, and that a really important part of my job is just telling them that I believe in them, that I won’t let anything bad happen to them, and that I really do care whether they like regular or chocolate milk better. I started this talk by saying that swimming is one of the most difficult sports, but it is also one of the greatest sports (at least I think so), and I am glad to have found my way back through coaching and teaching. I believe that everyone deserves to have a chance to learn how to swim, whether they be visually impaired, disabled, or a minority. I won’t always be a swim coach, but I’ve learned that I will always be a swimmer. It is something that stays with you long after you’ve climbed out of the pool, and something that can give you a silent comfort when you need it the most. I hope to continue sharing my passion for swimming with little ones who have yet to figure out how much a sport can change their life. I also hope that those I teach will influence others to learn to swim.
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SWIMMING TOWARDS A LOWER DROWNING RATE THROUGH PARTNERSHIPS; NDPA IS THE “WHY” AND USSSA IS THE “HOW” Drowning is a leading cause of unintentional injury related death, both in the United States and abroad. The World Health Organization (WHO) reported in their 2014 Global Drowning Report that an estimated 372,000 people lose their lives to drowning every year worldwide. The U.S. Centers for Disease Control and Prevention (CDC) reported 3,602 fatal drownings (1.12 per 100,000) and an estimated 9,001 non-fatal drownings receiving emergency department care in 2015. These are staggering statistics no matter how you look at the numbers. In 2015, drowning remained the leading cause of unintentional injury related death for children 1-4 and was in the top 5 causes up to age 54. When it comes to unintentional injury deaths, it is important to gain a historical
perspective. The CDC has injury data dating back to 1981 available to the public. In 1981, the U.S. reported 6,277 fatal drownings with a crude drowning rate of 2.74 per 100,000. Jumping 10 years later to 1991, the U.S. reported 4,621 fatal drownings with a crude drowning rate of 1.83 per 100,000. Moving into the 21st century, in 2001 the U.S. reported 3,281 fatal drownings with a crude rate of 1.15 per 100,000. Here is where our decline in the drowning rate slows down. In the 20-year period from 1981 to 2001, the U.S. saw its drowning rate plummet from 2.74 per 100,000 to 1.15 per 100,000, dropping by over half. In the 14 years between 2001 and 2015 the drowning rates have fluctuate from the highest point of 1.22 per 100,000 in 2010 to the lowest point of 1.07 in 2013
and 2014. While the number is still much lower than the U.S. experienced in the 1980’s and 1990’s, the rates have not significantly fallen since the beginning of the century. While there is not a cure-all or a magic pill to prevent drowning, there are several effective strategies we can employ. In 2009, the NDPA released a position paper on Layers of Protection to Prevent Drowning. Recommendations included having proper supervision around water, infusing barriers to prevent access to water, being prepared for water emergencies, and learning to swim. Learning to swim has been cited as a method to prevent drowning for a long time. In 2009 research was published showing that learning to swim Continued on next page...
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can reduce the risk of drowning by up to 88% for children ages 1-4 who learn from a qualified instructor. This is a major finding that supports beginning the process of learning to swim at a young age. The NDPA believes everyone should learn to swim, no matter what the age. Regardless of a person’s age, swimming is not only a recreational skill, but also a survival skill. Research has also shown that learning to swim comes with a challenge for instructors and program leaders to educate both parents and children alike to be safer around water. A recent research study published in 2013 shows that parents are poor judges of their child’s swimming abilities and many believe that their child’s swimming ability was enough to keep their child safe around water. This parental misconception can lead to a dangerous situation. While swimming lessons save lives, no one should ever swim alone or without proper supervision. While adding water safety education into swimming lessons is not a new concept, this research provides a strong underpinning to the importance of parental education during swimming lessons. Additionally, making sure parents understand the role of swimming lessons in a greater water safety plan. Another, even more dangerous misconception for parents is believing that swimming lessons put a child at a higher risk of drowning. Just this summer, Slate Magazine published an article entitled “Swimming Lessons Won’t Keep Your Toddler From Drowning” with a sub-heading “The Dangerous Fallacy of Toddler Swim Lessons”. This article took the research cited above and changed the framing and context to state that because parents believe their child is “drown proof” after swimming lessons, parents would be safer to not enroll their children. This message is a dangerous prospect for everyone invested in drowning prevention. Since its formation in 2004, the National Drowning Prevention Alliance has believed we all have a part in reducing the drowning rate. The NDPA is here to help you save lives. The NDPA’s new mission statement is “United, We Can PREVENT the Tragedy of Drowning. The two most important words in our mission statement are “United” and 12 | USSWIMSCHOOLS.ORG
Prevent’. We all must work together to change the stagnant trend in our fatal drowning numbers. Every one of us is an important piece to this puzzle. Swim schools create an amazing opportunity to learn to swim and to educate clients on the risks of drowning and how to stay safer around water. The NDPA is made up of a vast network of members and partners, including the United States Swim School Association, who all believe we can reduce drowning. The NDPA is your best resource for drowning prevention. The NDPA can help you find the best educational materials to meet your client’s needs, connect with other swim schools focused on drowning prevention, and network with others in and outside the aquatic world who believe drowning is preventable. The NDPA also hosts the only national conference solely dedicated to drowning prevention and water safety. The 17th annual NDPA Educational Conference will take place April 2-7, 2018 in Tampa, FL at the Tampa Marriott Waterside Hotel and
While there is not a cure-all or a magic pill to prevent drowning, there are several effective strategies we can employ. Marina. To learn more about the NDPA Educational Conference, visit NDPAConference.org. To learn more about how NDPA can help you or to join the NDPA as a member, visit NDPA.org or email Admin@NDPA.org. Thank you for all you do to prevent drowning and we look forward to working with you and USSSA on this important mission!
CALENDAR OF EVENTS FEBRUARY 10-11, 2018
USSSA SPRING WORKSHOP DALLAS, TEXAS usswimschools.org APRIL 2-6, 2018
NATIONAL DROWNING PREVENTION ALLIANCE EDUCATIONAL CONFERENCE TAMPA, FLORIDA ndpa.org
JULY 24-27, 2018
SWIM AUSTRALIA INTERNATIONAL SWIM SCHOOLS CONFERENCE HAMILTON ISLAND, GREAT BARRIER REEF swimaustralia.org.au
JULY 30-AUGUST 1, 2018
AUSTRALIAN SWIM SCHOOLS ASSOCIATION INTERNATIONAL SPECTACULAR AUSTRALIA’S GOLD COAST australianswimschools.org.au SEPTEMBER 23-25, 2018
USSSA NATIONAL CONFERENCE LAS VEGAS, NEVADA usswimschools.org
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THANK YOU ANNUAL SPONSORS
TO BE OR TO DO – THAT IS THE QUESTION BY MARK LEBUSQUE AUTHOR, BUSINESS COACH & 2017 NATIONAL CONFERENCE KEYNOTE SPEAKER
For a big-brained species that we are, Homo Sapiens have a lot to learn about how to best use the grey matter that we have been blessed with.
The mere thought that we label ourselves as Human Beings and spend the vast majority of the time as Human Doings tells me that we are operating at a far lower capacity than we are capable of. It’s a little like tying one arm behind your back and competing in a two-arm push-up competition. What do you think the outcome will be? Perhaps we should think of a name change to Human Doings. Go to any training program or networking event and you will hear these question over and over again: What’s your name? followed by What do you do? Read any LinkedIn Profile and it’s all about: Generated $20 million in sales Reduced cost by $10 million Delivered a Major Project that Transformed the Industry After all, it is all about Performance (Doing) and less about Self (Being) right? We are, in fact, hardwired to “doing” so and work hard to impress the hierarchy with our ability to do. We have it completely wrong though. The problem is that it totally eclipses our ability to “be” and effectively results in a highly transactional relationship that are more about humans operating as outputs. More like Robots and less like Humans.
We are also hardwired to “being;” to Socially Belonging, and crave to understand our relevance and contribution to something that is bigger than we are. We want to be less of an individual and more of a part of something that is better for having us on the journey. We need managers who create an environment where being is more important than doing – in fact by “being” we are more successful at “doing.” We lose the ability to truly engage those who are at the very pointy end of our success – those who are under our care. Those who are not inspired so much by the tasks we “do” but more about how we turn up and how we “be” as humans. Those that are part of the “disengaged” majority who feel confused about how they contribute to the greater good. The entire system is arse about and this is why we have so many technical experts who can do stuff landed into roles where they are managing another human being and really need to become accustomed to being something. They find this foreign territory and usually fail miserably in a short period of time in a few ways. They get chewed up and spat out of the corporate machine or they Continued on next page...
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WHAT IF WE DECIDED TO USE ALL OF THE GREY MATTER AND FOCUSED ON COMPLEMENTING THE DOING BY ADDING THE BEING. see a constant stream of team members coming and going due to their lack of engagement and human connection with their manager. This is the legacy of a 100-year-old management system that has no place in a more human world we live in today. Promote those who “do” stuff well and hope that they can convince others to “do” stuff as well that makes a suitable return for the business. You see instead of starting with being human we start with doing tasks usually set out in the form of a Job Description (what you do) and Role Outline (what’s expected of you to do), followed closely with a KPI sheet (what you get measured doing) and finally a Scorecard (how you’re doing rated against other humans doing). After all, we spend the great majority of our time doing in order to impress others and make ourselves look good. • Doing Strategy • Doing Deals
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• Doing Business Reviews • Doing Performance Reviews • Doing Late Nights and Early Starts • Doing Politics • Doing Budgets • Doing Takeovers • Doing Layoffs • Doing Back to Back to Back Meetings • Doing, Doing, Doing………….. I could go on forever What if we decided to use all of the grey matter and focused on complementing the doing by adding the being. Things like: • Being Present • Being Collaborative • Being Authentic • Being Empathetic • Being Compassionate • Being Caring • Being Open to Different Perspectives • Being Balanced • Being Courageous • Being Good Enough • Being Human
There is one critical rule here – in order to be more effective in your overall management of other humans you must follow this: I’m not for one moment living in a state of “Corporate Kumbaya” here and fully understand the critical nature of doing stuff. I’m merely suggesting that the doing comes so much easier when the being comes first. Flip it over and be amazed at the improvement that occurs when humans are firstly energized by being and results are maximized secondly by doing. When we are working on 100% of our Human Capacity. Two arm push-ups are so much easier. Mark LeBusque is a Thought Leader on Engagement and a master in the art of Purposeful Provocation. He has a unique gift in making pointed and incisive interventions into human interactions where the truth has gone missing. He is fearless and goes where others talk of going in order to help individuals and organizations make real progress. He brings the Elephants front and center into the Room. For more information on how he does this, go to www.marklebusque.com.
HOW TO HANDLE CUSTOMER COMPLAINTS BY SHARI HARLEY
No one likes to hear people complain, especially people who go on, and on, and on. But there is a reason people complain for longer than may seem necessary. For the most part, the people who sound like a broken record don’t feel heard. And when people don’t feel heard, they repeat themselves, again, and again, and again. One of the first practices for how to handle customer complaints taught during any decent customer service training class is to acknowledge the other person’s concern. Demonstrate that you listened and heard. We often think that complainers want us to solve their problems. That’s not always the case. Sometimes feeling heard is enough, even if there is no resolution to the complaint. Last week I had a horrible experience in a hotel. I called the front desk staff to voice my concerns with how an incident was handled. Her response: “Ok….ok….ok.” I wasn’t satisfied. So, the next morning I spoke to the front desk manager. She responded by explaining why her staff had done what they did. Still, no apology or demonstration of understanding my frustration. So, I went to the hotel general manager, who did all the right things. She listened and apologized. She didn’t defend or explain. And then I stopped escalating my complaint. Continued on next page...
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HERE ARE EIGHT TIPS FOR HOW TO HANDLE CUSTOMER COMPLAINTS:
HOW TO HANDLE CUSTOMER COMPLAINTS
TIP #1:
Resist the temptation to defend yourself, your team, or your organization.
HOW TO HANDLE CUSTOMER COMPLAINTS
HOW TO HANDLE CUSTOMER COMPLAINTS
Ask clarifying questions, if you need to. That could sound like, “Can I ask you a few questions, so I fully understand the situation?”
Tell the person what action(s) you’ll take, if any. People like to know that they’re complaints aren’t wasted.
TIP #4:
HOW TO HANDLE CUSTOMER COMPLAINTS
TIP #2:
Watch your tone of voice. If you sound annoyed, the other person will just become more upset and will, you guessed it, continue complaining.
HOW TO HANDLE CUSTOMER COMPLAINTS
TIP #3:
Tell the person you’re sorry for his experience. Apologizing doesn’t mean he is right or that you agree. You are simply sorry he had the experience he did. That could sound like, “I’m sorry that was your experience. That sounds frustrating. That’s certainly not the experience we want customers to have.”
HOW TO HANDLE CUSTOMER COMPLAINTS
TIP #5:
Paraphrase what the person said to ensure you understand his complaint and to demonstrate that you heard. Nothing sounds better to someone who is upset than another person who understands his concerns. That could sound like, “I just want to be sure I understand your concern. You’re concerned that ________ “ (repeat or paraphrase what the person said.)
HOW TO HANDLE CUSTOMER COMPLAINTS
TIP #6:
Apologize again for the person’s experience. Often, all the person wants is an authentic apology. An apology doesn’t admit fault or wrong doing. You are simply apologizing for the person’s perception of their experience.
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TIP #7:
HOW TO HANDLE CUSTOMER COMPLAINTS
TIP #8:
Don’t be a black hole. Circle back to the person and let him know what action was or wasn’t taken.
The key to getting someone to stop complaining is to make the other person feel heard. Acknowledge the complaint. Watch your tone of voice. Apologize for the person’s experience. And watch people’s complaints dissipate more quickly than you thought possible.
© 2017 Candid Culture, Reprinted with permission. Shari Harley is the founder and President of Candid Culture, a Denver-based training firm that is bringing candor back to the workplace, making it easier to give feedback at work. Shari is the author of the business communication book How to Say Anything to Anyone: A Guide to Building Business Relationships that Really Work. She is a keynote speaker at conferences and does training throughout the U.S. Learn more about Shari Harley and Candid Culture’s training programs at www.candidculture.com.
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BY ALVARO G. MENDOZA COMMERCIAL ENERGY SPECIALISTS, INC.
We are looking to add a new location, and are evaluating several potential warehouse spaces. CAN YOU HELP US WITH SOME TIPS ON WHAT MECHANICAL FEATURES WE SHOULD BE LOOKING FOR?
Welcome back to our “Ask the Expert” feature, designed to assist you with issues related to swimming pool water, mechanical equipment, space conditioning and code compliance. Ask a question, and we will try to answer to the best of our ability. Congratulations and good luck! There are a lot of details that you will need to address over the coming months, but here are a few preliminary tips on what to look for:
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ELECTRICITY You’re going to need enough juice to run your facility, including the pool, and 100-150-AMP panel is a good start. • 220-240V is a must (3-phase is preferable). • If no 3-phase is available, pumps (up to 10 HP) can be converted from single phase to 3-phase but it will cost about $1,000-$2,000 more depending on the size of the pool so you should expect to pay less rent for single phase only, as it will cost you more to build. WATER A proven source of potable “city” water is preferable, and many DOH units require an “approved water source,” so you may need to get a well pump system pre-approved with the local authorities. • ¾” to 1” fill water line is preferred, and you should inquire as to the cost of water as well, as you should EXPECT to use a fair bit of water. A school with 1,000 lessons a week should plan for 16,000-20,000 gallons per month – regardless of the type of filter you use. SEWER You will need an acceptable means to get rid of water. While you COULD use the 1.5-2.0” floor drain as your sole source of wasting water, this will add a bit of complexity and cost to the project. • 2-3” waste line to sanitary sewer is minimum. Septic tank and/or waste to pond are not acceptable and/or may carry additional environmental requirements. ROOF HEIGHT This is a personal preference, although there ARE some mechanical limitations. • Most swim schools request 14’ and higher as lower might be claustrophobic and lack suitable space for ductwork, etc. • Too high, 20’ or more may cost more to condition to Swim School standards.
EQUIPMENT ROOM SPACE An indoor pool space is preferable, although you can house most of the equipment outdoors (outdoor rated Crypto-validate UV systems carry a premium). Some schools have successfully used a hybrid solution, with the pump, UV, and controls housed indoors, and the rest of the equipment in a fenced-in area. • 200 sq ft per 1000 sq ft of pool equipment area as a rough guide is optimum. Different equipment will require more or less space. This should be pre-engineered before finalizing contract for space. • Indoor or outdoors. Outdoor equipment room space will work in moderate climates, although key items (medium pressure UV and Controls) should be located in an adjacent indoor closet. • Some creative architects have housed most of the equipment below an elevated pool deck, thus providing a real space-efficient solution. GAS FOR POOL HEATER? There are several alternatives for heating including Heat Pumps, Natural Gas, and LP Gas. • Natural gas is the simplest and most cost-effective for heating water in pools, and showers. • LP Gas is a fall back. You should get owner-approval to install an LP Gas tank, as there can be many potential on-site restrictions, and it could be a spoiler. • Heat pumps are great, but if the air temp goes below 50F, your unit is essentially “off” and you’ll need another alternative. • The least attractive is straight electric resistance, as it is the most expensive form of heating. • Remember, a properly designed and sized dehumidification system can provide up to 95% of your annual heating (depending on your climate), but you’ll need a backup heater in any event.
SPACE CONDITIONING You’ll need to consider how to handle movement and conditioning of indoor air. • The best facilities use a dehumidification system that includes DIRECT control of air temperature, water temperature, and relative humidity. While this costs a bit to set up, the payback comes in patron comfort and “free” pool heating, as the heat is recycled from the warm, moist indoor air. • If you are planning on using a fan-only system, please note that this is very limited, and can lead to some unhappy patrons if the weather is not ideal. CUTTING CONCRETE FLOOR Many schools want to place the pool in-ground, but some landlords can’t or don’t want the floor of the facility to be cut. • If you need to go above ground, there are a few above-grade options ranging from very inexpensive and temporary bubble pools (not approved in many health department districts) to smaller versions of professional Olympic pools. Finding the perfect indoor swim school location is a challenge indeed! The best projects seem to have a cohesive team consisting of a creative architect, cooperative builder, knowledgeable pool consultant that is experienced in swim school designs, and finally, a pool builder that will help you get what YOU want as they are seldom around for the long term. Remember, if your site does not have some of the mechanical features above, it will cost you a bit more to build out the space, and theoretically you should be able to lease it for less money than a spot with all the desired amenities. Hope that helps! Please feel free to forward your questions and comments through the Association office, or directly to me, via email at amendoza@ ceswaterquality.com. Best Regards, Alvaro G. Mendoza
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HIGHLIGHTS OF THE 2017 ORLANDO NATIONAL CONFERENCE The 29th annual National Conference set the stage for a Breakthrough to Excellence! The Hilton destination was set amidst the exciting buzz and amenities of Lake Buena Vista at Walt Disney World Resort in sunny Florida. The weeklong event was a huge success and boasted a
fantastic turnout of swim school owners, instructors, industry affiliates and speakers from across the United States and around the world. Members arrived from Australia, Brazil, Canada, China, Costa Rica, Honduras, Mexico, New Zealand, Slovakia, Sweden and the UK. The presentations covered a full spectrum of topics relevant to every aspect of the learn-to-swim business. Select session recordings are available online to conference attendees at no additional charge. If you did not attend the conference, these professional recordings are available for purchase. Contact the USSSA Team for more information. Be a part of the experience and check it out!
The IT and SA conference workshops remain popular! Members were able to attend the Infant Toddler and Special Abilities courses on different days which maximized their educational opportunities. The spacious exhibit hall was brimming with familiar sponsors and vendors from previous years, as well as new faces that displayed their products and shared their services. Here are exciting event highlights which include welcoming one new board member and honoring the accomplishments and service of fellow Association peers!
Big welcome and warm congratulations to our new Association President and Vice President serving on the Board of Directors:
PRESIDENT, JOHN KIRK (Little Otter Swim School) VICE PRESIDENT, MIKE WILLIAMS (American Kids Sports Center)
The following individuals were recognized for their remarkable accomplishments in the learn-to-swim industry:
to others, demonstrating empathy, selflessness and commitment. Kelly fulfills this criteria through her vast contributions and numerous philanthropic works at home in her local community, and abroad, particularly her good works that impact children, learning to swim, safety, community and families.
BOB & KATHY HUBBARD WERE PRESENTED WITH THE FIRST-EVER LIFETIME ACHIEVEMENT AWARD (Hubbard Family Swim School) The USSSA Lifetime Achievement Award was created to honor and recognize those that have dedicated their lives to the learn-to-swim industry, giving of their time and talents to develop strong swim schools and help save lives. Bob and Kathy have touched thousands of lives teaching children to swim, dedicated hours of their own time to develop quality training programs for instructors and opened their doors to countless swim school owners to share best practices.
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ROSS GAGE WAS INDUCTED INTO THE HALL OF FAME (Australian Swim School Association) The Hall of Fame award honors individuals who have at least 20 years of experience and have made exceptional contributions to the swim school profession and learn-to-swim industry. The Hall of Fame recipient demonstrates a lifelong passion and devotion to the teaching and learning of swimming and has exercised their expertise for the advancement of children, safety, learning to swim and the lifelong benefits and joys of swimming. Ross’s global commitment, dedication and lifelong career demonstrates the essence of what this award is all about. KELLY GAINES WAS THE ESTEEMED RECIPIENT OF THE HUMANITARIAN AWARD (Charlotte Aquatics) The Humanitarian award is given only periodically and recognizes members who have provided outstanding service
MARGEE CHARRON WAS HONORED WITH THE GUIDING LIGHT AWARD (Bubbles to Butterfly Swim School) The Guiding Light award is given to those who have made a particularly outstanding contribution to the organization in previous years. The Guiding Light recipient demonstrates a generous commitment to teaching, helping, sharing and otherwise serving the Association and/or its members. Margee is recognized for her dedication and wide spectrum of contributions. She has helped make the Association what it is today.
Presenting the National Educator of the Year Recipients (alphabetically by last name) As the USSSA continues to grow education and benefits for swim instructors, it is an honor to name the first National Educators of the Year! Hallie Lonial with Swim Beyond in Atlanta, Georgia, recognized for her dedication to students and learning. Christine Taylor with Making Waves Swim School in Ontario, Canada, recognized for over 20 years of dedication and touching thousands of lives.
There was amazing turnout and another year of fierce competition for the Awards of Excellence! Swim schools submitted unique, creative and memorable community promotions, swim school t-shirts, photos and marketing ideas while members voted via Facebook. Many thanks to everyone for your participation. CHEERS to the winners! OUTSTANDING SWIM SCHOOL PHOTOGRAPH K & K Swim School BEST CUSTOM T-SHIRT Little Otter Swim School MEMORABLE MARKETING Houston Swim Club UNIQUE PR & COMMUNITY PROMOTION Making Waves Swim School
USSWIMSCHOOLS.ORG | 23
Kids
The USA Swimming Foundation’s Make a Splash initiative saves children’s lives through swim lessons. Join our network of swim lesson providers and help provide EVERY child in America the opportunity to learn to swim.
GET FOUND! Add your swim lesson program to the USA Swimming Foundation’s Swim Lesson Finder, makeasplash.org
usaswimmingfoundation.org/makeasplash
1 Olympic Plaza • Colorado Springs, CO • 80909-5770 • 719-866-3546 • usaswimmingfoundation.org/makeasplash
MAKING INDUSTRY WAVES USSSA PRESIDENT IN THE NEWS On November 1, Little Otter Swim School was recognized as one of the Charlotte area’s Best Places to Work. USSSA President, John Kirk and his wife, Lory, were proud to see their business rank 8th in the large business category on the list sponsored annually by the Charlotte Business Journal. This is the 2nd time that Little Otter has received this honor.
2018 SYDNEY SWIM SCHOOLS TOUR
NEW LOCATION FOR USSSA HEADQUARTERS
JINGLE JINGLE! MAKE THIS A SEASON OF GIVING
The USSSA office has moved from Fountain Hills to Cave Creek, Arizona! We look forward to serving you at this new location. You can still reach us using the same telephone numbers and here is the location mailing address:
Consider giving a gift this holiday season to members who have put together fund raising activities to assist people devastated by the aftermath of Hurricanes Harvey and Irma. USSSA’s online donation page provides a way for our community to lend support. Visit usswimschools.org.
US Swim School Association 7100 E. Cave Creek Rd, Suite 109 Cave Creek, AZ 85331
This news just in from our friends at ASSA! Swim Schools from overseas attending the International Swim Schools Spectacular (ISSS) on the Gold Coast next year have the EXCLUSIVE opportunity to join the Sydney Swim Schools Tour, hosted by John Coutts and Dave DuBois. Full details at australianswimschools.org.au.
CONFERENCE PRESENTATIONS As an added value to our conference registration, we are offering select session recordings to attendees at no additional charge. If you were not able to make the conference, you will have the opportunity to purchase the professional recordings of select sessions for $40 each or purchase the full bundle of 9 sessions for $300.
SPREAD THE WORD! THE AQUAMOJI IS HERE! Swimmers rejoice! Introducing Aquamojis for your iPhone from USSSA partner, SwimOutlet.com. These new swim specific emojis and stickers give your messaging a splash of fun! Go to swimoutlet.com.
We’ve received tremendous feedback from members about the new webinar series! Help us spread the positive vibe. If you’ve enjoyed the #protips, please spread the word and encourage others to join in! Visit usswimschools.org under events for future webinar details.
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MARKETING YOUR SWIM SCHOOL USING INFORMATION, NOT FEAR BY JAY FEITLINGER FOUNDER AND CEO OF STRINGCAN INTERACTIVE
There’s no question that appealing to emotions is an effective, and widely used, method of marketing. From dog food ads to insurance commercials and just about everything in between, marketers are using humans’ emotions to persuade them toward a purchase. Let me start by saying there’s absolutely nothing wrong with this. After all, it’s a marketer’s job to find out what resonates with their audience and then use that to compel them to become a customer.
But when it comes to marketing swim schools, the emotional line can be a tricky one to walk. Anytime we’re talking to parents about their kids, we have to take great care. I’m the father of two young girls, and feel a deep responsibility to protect them and provide for them. So whenever I see an ad that preys on parents’ fear, it’s a little confusing for me. As a marketer, I understand the inclination to get me to buy something by selling the idea that it’ll help keep my family safe. But as a father, using only fear or using fear in the wrong way crosses an ethical line I’m not comfortable crossing. I’m suggesting you can use information, rather than fear, in order to grow your customer base organically and keep loyal customers longer – and here’s why. WHAT’S ON PARENTS’ MINDS? If you’ve been looking for ways to get more students enrolled in your swim school, you’ve probably done some market research (or hired a marketing company to help with this). And based USSWIMSCHOOLS.ORG | 27
on my experience with many swim school clients, I’d bet you discovered that drowning prevention is top of mind with a majority of parents (which isn’t surprising in the least). And as we all know, teaching children swimming skills from a young age can help prepare them to be better swimmers and be safer around water. It seems natural then to showcase your school’s message that you help kids become safer around water. And this is true! But even if you don’t actually use the words “drowning prevention,” parents can quickly read between the lines and interpret that’s what you mean by “water safety.” Again, none of this is inherently bad. But if the messages we keep coming back to are built around fear, we’re not really accomplishing our goals (even if we get more students). After all, one of our goals should be to reassure parents and give families a sense of confidence and enjoyment around water – which are the opposite of reinforcing drowning fears time and again. MISSING MANY BENEFITS The other danger of choosing to focus primarily on the drowning prevention message is that it can eclipse any mention of your school’s other unique benefits. If parents are simply enrolling their children in swimming lessons in order to help them become safer around water, then they could theoretically choose any swim school with instructors in their area. Marketing is always most effective when you differentiate yourself from everybody else. 28 | USSWIMSCHOOLS.ORG
If you haven’t done so yet, consider dedicating some of your premier website space to the extensive training your instructors go through or the reasoning behind your specific swim approach. You could also give a shout-out in your advertising to the coffee vending machine you have in your lobby area (to keep parents caffeinated while they wait for Johnny to finish his lessons) or the miniature playground you have inside so kids can climb and slide away all their bottled up energy while they wait for their turn to swim. Whatever it is that makes your swim school truly unique is worth some attention. If you include messages in your marketing about water safety and creating strong swimmers, that’s great. Just be sure to also hit on your differentiators and the benefits that give your school a unique personality. EMOTIONS VS. INFORMATION When parents decide to enroll their child in your swim school because they’re terrified of the drowning horror stories they’ve heard, it’s wonderful that they’ve taken the step to get their child swimming. But if this is the only reason they’re coming to your school, you could lose them as soon as they feel concerned their child isn’t swimming on his own fast enough or doesn’t know enough water survival skills after a few months. If, instead, parents have a desire to keep their kids safe around water but have also heard about your fantastic competitive swimming program and award-winning staff, they’re far
more likely to stick with you for the long haul. You’ve given them myriad reasons to be loyal, rather than only one reason. It’s important to be clear here that I understand the importance of drowning prevention – even to the point that it’s probably a good thing for parents to have a certain degree of fear because it can help keep them from becoming complacent. But what I’m suggesting is, instead of fueling these fears, use information and expanded messaging to attract your customers. If you put together an e-book of water safety tips, for example, you can include facts about the dangers of drowning. But follow it up with positive steps they can take to reduce risk factors. You could even go beyond offering foundational tips in your blog posts and offer a short course to parents who are looking for ways to increase water safety. This way, you’re educating and offering valuable information rather than simply adding to the fears that exist. Hopefully this gives you some food for thought when it comes to marketing your swim school. Let’s make a conscious effort to equip parents with the tools they need to keep their kids safe around water, while not losing the other great benefits of swimming (and each individual swim school) in the process. If we all use information, rather than fear, to bring in new families, we’ll reach our goals of producing safe swimmers, supporting families and growing our schools.
SPRING WORKSHOP TO HOST BOTH IT & SA COURSES The Spring Workshop in Dallas, Texas, will host BOTH the Infant-Toddler and Special Abilities courses! We encourage all members to take this opportunity and make the most out of your conference experience. The IT Education Workshop will be held on Friday, February 9th and the SA Education Workshop will be on Monday, February 12th, 2018. Both courses are from 8am to 5pm with lunch included. These workshops provide an interactive learning experience and the compatible online course is a required prerequisite. A Certificate of Completion will be awarded to you at the end of each course. INFANT-TODDLER INSTRUCTOR COURSE Prerequisite course required: Online Infant-Toddler Course Join a classroom workshop comprised of lecture and interactive activities, as well as the Infant-Toddler Aquatic Skills Workshop that includes an interactive classroom session featuring underwater and above water videos as well as applicable discussion and practice for teachers. Learn the history of the US Swim School Association; Guidelines on Swimming Instruction for Children Under the Age of Three Years; Development of a Teaching Philosophy; Video of Swim Programs; Professionalism; Health & Safety Concerns; Child Development and Progressions & Skill Development. SPECIAL ABILITIES INSTRUCTOR COURSE Prerequisite course required: Online Special Abilities Course This classroom workshop will be comprised of lecture, video presentations and interactive activities. The workshop covers descriptions of various disabilities, awareness and precautions, instructional strategies, effective parent communication and ADA compliant issues. Practical teaching techniques are shared & demonstrated during the course. Learn how to instruct the “Special Ability” student to be successful in the aquatic environment by focusing on their abilities, while understanding their disabilities. Give the gift of education to yourself and your team! Take your teaching skills to the next level and enroll in one of our flagship courses today. Visit usswimschools.org. To register for the online and in person courses go to usswimschools.org or call USSSA at 480-837-5525.
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The families served by Stop Drowning Now (SDN) are so lucky to benefit from members’ generosity, consistent support of SDN and volunteer work in their communities. It is an amazing movement to help end drowning in our lifetime! Here’s a briefing on your SDN Membership dollars at work: • Nonprofits like SDN and USSSA operate just like your swim schools, there are client costs, development projects and professional services to pay. However, SDN has no employees, minimal overhead and makes no profit. • All SDN Board Members pay their own expenses including travel, education and conferences, as well as giving their time and leadership. • About 93% of SDN revenue pays for SDN program services. This tiny level of overhead is extraordinary and a great philanthropic investment for members. • SDN’s highest priority for 2018 is to build a scalable technology platform that will deliver the SDN “dry” classroom curriculum to students anywhere with internet. Originally funded by the US Consumer Product Safety Commission, the curriculum was recently updated. We will launch the platform in spring 2018. • The new platform will also allow all members to access the SDN information online in an easy-to-understand, easy-to-access technology. • Part of SDN membership is outreach to children in your community at the highest risk for drowning. Your community knowledge helps spread the SDN message and reach children that would be impossible for SDN to reach with our limited resources. We provide you with the resources as a 501(c)3 and you provide the local expertise. • A wonderful benefit of membership is the opportunity for community leadership to the exact demographic you want to attract to your school. A rare opportunity to do good and do well at the same time. Stop Drowning Now needs your help to both spread the message, raise awareness of drowning’s pervasiveness, as well as spreading the solution through education. Swim schools are the experts in their communities and wonderfully suited to help. Please consider elevating your membership level to Sustaining Partner today, and making an additional gift before year-end. Kids at risk need you! Act now: stopdrowningnow.org.
MEET USSSA’S NEWEST SPONSORS
BIG WELCOME TO KEEPTRACK! We’re pleased to announce KeepTrack as a new sponsor of the Association! KeepTrack provides you with digital solutions that create the backbone of your business. Through fast and secure on-boarding, KeepTrack helps take swim school businesses to the forefront of their industry. KeepTrack is led by COO Johan Faerch and continues to be the industry innovator, providing smart, streamlined solutions that focus on getting the results and data swim school leaders need for serious, successful results. Keep up with KeepTrack at https://recourz.io! • Made For People Course handling and online booking designed for your customers. • Designed For Swim Schools Designed from the ground up for the swimming industry. • Any time, anywhere, any device Not just a competitive advantage but a necessity! • Overview Your Business Know your resources at a glance. Live dashboards and BI for any part of your business. • On-Boarding Made Easy Get your customers from ‘Hi’ to ‘Buy’ in only 5 steps. Easier on-boarding, more business.
BIG WELCOME TO SWIMOUTLET.COM! USSSA warmly welcomes SwimOutlet.com, The Web’s Most Popular Swim Shop, as a new partner of the Association! Aside from its award-winning customer service, broad selection and low prices, SwimOutlet.com is also known for its terrific Team Division that allows swim schools to set-up their own online affiliate stores to create customized gear, logoed suits and receive 8% credit on referred sales for your school. SwimOutlet.com is the largest online specialty shop for swimming, water polo, fashion, beach and surf products in the U.S. For over 10 years, they have focused on delivering the best online shopping experience and the best value. Their success and very existence are dependent on the repeat orders and word of mouth recommendations of loyal, satisfied customers. You will find them in the swim community! SwimOutlet. com is a proud supporter of initiatives that support aquatics and fitness. Explore more at swimoutlet.com or email: teams@ swimoutlet.com.
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NEW MEMBER LIST ALLIGATOR STEPS Larissa Koerschner Smithfield, NC AQUA-TOTS SWIM SCHOOL-WOODLANDS Olga Sista Shanandoah, TX BLUE WAVE SWIM SCHOOL Marjan Moosavi London, UK EAGLE RAY AQUATICS Martin Tier Orlando, FL FORT AQUATICS Meyyappan Arunachalam Coppell, TX
KIDS FIRST SPORTS John LaGrange Cincinnati, OH KRYSTEN CALL SWIM SCHOOL Krysten Call Nashville, TN KSWIM David Kelsheimer Los Angeles, CA LITTLE DOLPHINS SWIM ACADEMY Chuck Warner Bound Brook, NJ MAKAI SWIM SCHOOL Tami Nixon Napa, CA SAILFISH SWIM SCHOOL Tyler Edwards Lake Oswego, OR TOM DOLAN SWIM SCHOOL Tom Dolan Falls Church, VA
INDEX OF ADVERTISERS Dolfin | Inside Front Cover Finis | p2 Cressi | p4 Jackrabbit Swim | p7 Tri Swim | p7 Aquam | p10 Sports & Fitness Insurance Corporation | p10 3rd Level Consulting | p13 RCPS Really Cool Pool Stuff | p19 Pool Docks | p19 A3 Performance | p24 USA Swimming Foundation | p24 Risk Management Services | p26 StringCan Interactive | p29 CES | p32 Snyder Insurance Services | p33
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UNITED STATES SWIM SCHOOL ASSOCIATION 7100 E. Cave Creek Rd., Suite 109 Cave Creek, AZ 85331
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