USSSA 2023 Winter Magazine Ready, Set, Swim

VOLUME 34 | ISSUE 4 2023

U N I T E D

S T A T E S

S W I M

S C H O O L

A S S O C I A T I O N

35 Years of Swimming Excellence THE XXXIII OLYMPIC GAMES AND YOUR SCHOOL

Holiday Gift Ideas

THE 9 YEAR OLD’S GUIDE TO BETTER MARKETING

Happy Holidays!

Our vision here at FINIS is to help every person in the world enjoy the water—our partnership with USSSA is a key step toward making that vision a reality. We simplify swimming for beginners because high quality products have the power to make the water a more fun and comfortable place.

Thank you for your continued support and contribution to the sport of swimming. Wishing you a Happy Holiday season and a wonderful New Year!

We’re here to help! Feel free to contact us any time with questions or comments!

Marie Morefield 925.290.2657 | mmorefield@FINISinc.com FINISswim.com

IN THIS ISSUE TABLE OF CONTENTS 3

Letter From the President

5 From the Desk of the Executive Director 7 What Does A.I. Mean for Hiring and Recruiting?

10 9 Secret Winning Values in the New Preschool Course 12 An Article for Your Organization 14 The Power of USSSA: National Conference 2023 a Resounding Success!

17 The 9-Year-Olds’ Guide to Better Marketing 19 Calendar of Events 20 Stop Hiring! Audition!

23 Unlocking Profitability in Your Swim School Business: A Dive into Success 26 The XXXIII Olympic Games and Your School 28 Holiday Gift Ideas 30 The Evolution of the Learn to Swim Industry: Then & Now Introduction 32 Building Independent Early in Infant Aquatics 35 Our Special Olympics Experience

ASSOCIATION HEADQUARTERS 4815 E. Carefree Hwy., Suite 108-480 Cave Creek, AZ 85331 480.837.5525 usssa@usswimschools.org usswimschools.org Executive Director Lisa M. Zarda, CAE, CNAP Editor Anne Swanson ASSOCIATION OFFICERS President Buffy Folise, Chicago Swim School Vice President Rose Cholewinski, SwimAmerica – Davis ASSOCIATION DIRECTORS Davina Lopez Davina’s Swim House Melissa McGarvey British Swim School Debbie Sayers Treasurer, DolFUN SWIM Academy Ann Marie Sunderhaus Hubbard Family Swim School Melissa Taylor Small Fish Big Fish Swim School USSWIMSCHOOLS.ORG | 1

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LETTER FROM THE PRESIDENT I am both honored and excited to address you as the 15th President of the United States Swim School Association.

I want to take a moment to reflect on the incredible journey that has brought us to this point and share a vision for the future that is as ambitious as it is inspiring.

This year marks the 35th anniversary of the USSSA, a milestone that speaks volumes about our commitment to swimming excellence. We have witnessed remarkable progress in our association over these 35 years. Our journey has been marked by significant achievements, and it is with great pride that we celebrate how far we have come.

In 1988 the association started with only an Executive Director. Now we have an Executive Director, a team of two dedicated staff members, a Board of Directors, and nine committees with 48 committee members. Reflecting on the association’s early days, I recall stories of the Board of Directors personally making sandwiches for conference attendees. We have moved from handmade sandwiches to the ability to provide catered lunches to our conference attendees. There has been tremendous growth in this association since the beginning that will help carry us to our 10-year target which is “By 2023, USSSA members are the schools of choice for swim lessons.”

In November the Board of Directors met in San Antonio for our Annual Meeting.

I am thrilled to share with you our 3 Year Picture, a roadmap that outlines the goals we aim to achieve by December 31, 2026!

• We are known as the Gold Star Standard for swim lesson providers • Our members contribute to and benefit from all our resources • They are informed, active, and engaged • We have the technology and communication skills to inspire action • This makes us a collectively powerful, influential voice for learn to swim standards, water safety, and drowning prevention • We are led by a skilled, innovative, committed, and passionate Board of Directors • Our Office Team has 6 Right People in the Right Seats • They are friendly, helpful, and resourceful-onboarding and retaining our members and promoting our services • Our Core Processes are documented, simplified, and followed by all, allowing us to deliver seamless service and quality programming again and again • Our award winning CFSI Certification is replacing old industry educational standards across the country • The CFSI is in demand, highly regarded, and a profit center for funding our operation • Legislatively, we are trailblazers, proactively leading law makers for the greater good of our industry and humanity • We have 600 attendees for the National Conference and 225 attendees for the Spring Workshop • USSSA members are the parent approved swim schools of choice

BUFFY FOLISE

As we move forward, let us continue to build on this legacy of excellence. I encourage you to actively participate in the Association to propel us towards our 3-year picture. Together, we will not only meet our targets but exceed them, setting new standards for swim education and safety. Thank you for your dedication to our shared vision, and I look forward to the next two years as President.

BUFFY FOLISE President US Swim School Association

USSWIMSCHOOLS.ORG | 3

FROM THE DESK OF THE EXECUTIVE DIRECTOR A Reflection on the Past and an Exciting Glimpse into the Future of Swim Education Founded on the belief that everyone should have the opportunity to learn how to swim and that we can do better together, our industry has spent over three decades dedicated to water safety and fostering a love for swim. From the humble beginnings of backyard swim instruction to state-of-the-art aquatic centers, the journey has been nothing short of remarkable.

Over the years, swim instructors have become the unsung heroes, shaping lives and building a community around the shared joy of swimming. The impact has been immeasurable, with stories of triumph and transformation shared annually as we present our Ed McHale Swim Instructor of the Year Award.

CHARTING A NEW COURSE: As we celebrate our 35th anniversary, a new chapter begins with the introduction of a revolutionary Swim Instructor Certification program. This program is designed like no other in our industry. It provides foundational safety education while allowing room for each individual curriculum program developed by swim schools. The certification promises to standardized your swim instructor foundational education, ensuring a high level of competency and safety across the board.

Also new this year is a fresh brand identity for USSSA including a new logo and website that symbolizes our commitment to innovation, inclusivity, and a forwardlooking mindset.

For the first time, we proudly announce an all-women Board of Directors to spearhead our journey into the next era. This leadership team brings a wealth of experience and a shared vision for a more inclusive and dynamic industry. Their dedication to progress and passion for swimming will undoubtedly shape our future, ensuring that the industry remains relevant and accessible to all.

DIVING INTO PUBLIC RELATIONS: To amplify our impact, we are ramping up our public relations efforts. Through strategic partnerships, community outreach programs, and media collaborations, we aim to raise awareness about the importance of swim education, water safety, and the holistic benefits of swimming. I am happy to share that we were able to partner with Berman and include their services in our dues fees for 2024. By leveraging the power of storytelling, we seek to connect with individuals and communities on a deeper level, saving more lives.

As we reflect on our storied past and look ahead to the promising future, the 35-year milestone is not just a celebration but a springboard into a new era of possibilities. The learn-to-swim industry is poised for transformation, and with the new certification, leadership, and outreach initiatives, we are set to make waves that will resonate far beyond the pool. Here’s to 35 years of excellence and to the exciting journey that lies ahead!

LISA M. ZARDA, CAE, CNAP Executive Director US Swim School Association

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WHAT DOES A.I. MEAN FOR HIRING AND RECRUITING?

The artificial intelligence (A.I.) revolution is upon us!

Before we know it, robots will soon replace humans in every job, rendering people completely obsolete.

We’re kidding, of course.

But A.I. is poised to bring huge changes to the technology we use to run our businesses. While the technology is still in its early stages, new tech startups are launching every day to get in on the A.I. gold rush.

The problem is that many business leaders are having a hard time determining which A.I. technologies can provide real results for their businesses and which technologies are simply capitalizing on all of the marketing “buzz” around A.I., but not delivering meaningful business outcomes.

The challenge becomes even trickier when it comes to hiring and recruiting – an area that A.I. software can either help or harm in significant ways. So how do you make sense of it all?

In this guide, we’ll break down the basics of A.I. technology in hiring and recruiting.

TABLE OF CONTENTS

1. What is artificial intelligence (A.I.) software?

2. How is A.I. software being used today?

3. What are the benefits of using A.I. in hiring?

4. What are the drawbacks of using A.I. in hiring?

5. Are there legal concerns about using A.I. in hiring?

6. What is the difference between A.I. and automation?

Continued on next page...

USSWIMSCHOOLS.ORG | 7

WHAT IS ARTIFICIAL INTELLIGENCE (A.I.) SOFTWARE?

Artificial intelligence software is a kind of computer program that can be taught to mimic advanced human abilities like reasoning and problem solving. It’s more complicated than that, but in layman’s terms: computer scientists feed a program large amounts of information in order to get it to “learn” how to think like a human and carry out tasks as instructed by a human.

HOW IS A.I. SOFTWARE BEING USED TODAY?

You can already see examples of A.I. technology in use today. You’ve probably heard of ChatGPT, one of the most popular A.I. tools. ChatGPT is an advanced A.I. chatbot designed to respond to user’s questions using conversational dialogue.

ChatGPT is a sophisticated tool that uses machine learning to answer its users’ questions and perform tasks for them. For the average person, the major use case for ChatGPT has been assisting with writing and communication.

When it comes to hiring, you can use A.I. programs like ChatGPT to do things like: • Write effective job postings • Come up with interview questions specific to certain roles • Write emails to candidates Finding new ways to use A.I. in your hiring process can also pose a challenge, however – most hiring managers are very busy people, and adding an additional piece of software to the hiring process doesn’t do much in the way of saving them time.

That’s why we predict you’ll begin to see hiring software companies integrating this kind of A.I. functionality directly into their programs in the near future. After all, if your hiring software has A.I. tools already built into it, there’s no need for you to use them separately and add more complexity to your operations.

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For example, CareerPlug is currently developing an A.I. job posting tool in our applicant tracking system in which users can simply hit a button to generate a job description. The tool is powered by OpenAI, the company that created ChatGPT. Look for that feature to be available in CareerPlug soon.

WHAT ARE THE BENEFITS OF USING A.I. IN HIRING?

A.I. can save you tons of time when it comes to content and communication!

Trying to communicate effectively and quickly is something that many people dread, so having an A.I. assistant handle all your communication, from job postings to emails, can be a dream come true.

Plus, you’ll be able to contact applicants faster, which means you have a better chance of engaging your highest-quality candidates before someone else does.

WHAT ARE THE DRAWBACKS OF USING A.I. IN HIRING?

If used improperly, A.I. in recruiting can create a poor candidate experience and damage your employer brand. The main culprit: chatbots.

We’ve seen a rise in hiring tech startups that sell users on “A.I. assistants” and “virtual recruiters” promising businesses that their A.I. chatbots can have complex conversations with candidates on their behalf.

But a closer look often reveals that the A.I. in question is nothing more than simple “rule-based chatbots” that use keywords to trigger a limited number of pre-written responses – but it’s important to note that these rule-based chatbots are NOT built on advanced conversational A.I. technology like ChatGPT. This means that hiring and recruiting companies marketing these chatbots as “A.I. recruiters” can sometimes be misleading.

Simple, rule-based chatbots are nothing new. You probably recognize these chatbots in online customer service settings. They’re limited in how you can interact with them, and if you don’t get the answer you need, the experience can be incredibly frustrating because you don’t have the option to speak to a human. Now imagine putting your candidates through that experience.

We tested one new A.I. recruiting platform that promises a chatbot that can have “conversational interactions” with candidates. Sounds great, right?

In reality, the chatbot was frustrating to interact with from the applicant’s perspective. It had limited responses to offer and was full of technical glitches, including one bizarre bug: whenever we tried to answer the chatbot’s questions with the word “Yes,” it changed it to the word “Forks”! Clearly, the technology has a long way to go before it delivers on its promises of being a true conversational A.I. Technical glitches aside, this results in a terrible candidate experience.

Put yourself in the applicant’s shoes: answering a chatbot’s questions to apply to a role actually creates more work for the applicant, not less. And who do you reach out to when you don’t get what you need from the chatbot?

We already know that 60% of job seekers will quit in the middle of filling out applications if they’re too long or complex. By requiring the candidate to interact with a chatbot to apply, you’ve added more time and complexity to their candidate experience – which could potentially backfire for your employer brand.

If a candidate is interested enough that they want to ask you questions about the role or your company, don’t leave that to a chatbot.

“By requiring the candidate to interact with a chatbot to apply, you’ve added more time and complexity to their candidate experience – which could potentially backfire for your employer brand.”

Our advice: Be sure to do your due diligence and try out these A.I. hiring software solutions that promise too much before you commit to using one.

Try it out from the candidate’s perspective.

You might find that it’s hurting more than it’s helping.

ARE THERE LEGAL CONCERNS ABOUT USING A.I. IN HIRING?

Since the technology is still so new, lawmakers are just beginning to pave the way for legislation to regulate the use of A.I. in hiring.

According to the American Bar Association, while there are currently no federal laws that specifically regulate the use of A.I. in hiring, there is potential for A.I. algorithms to make discriminatory decisions that violate existing employment laws when evaluating candidates and their resumes.

Recently, the Equal Employment Opportunities Commission (EEOC) published their own guidance for U.S. employers and best practices for complying with federal employment law when using A.I. in the workplace.

At a state-level, there are currently 16 states that have introduced bills relating to the use of A.I. in hiring. Six of those states will have laws on their books by the end of 2023 to prevent businesses from using AI to discriminate or deceive consumers and job applicants: California, Colorado, Connecticut, Illinois, Maryland, and Virginia.

Legal experts anticipate that employers may also be held responsible for the actions of A.I. software vendors if the employer has given them authority to act on the employer’s behalf – making it all the more important for employers to be discerning about the software they use in their hiring practices.

WHAT IS THE DIFFERENCE BETWEEN A.I. AND AUTOMATION?

It’s hard to envision a future in which the entire hiring process will be completed

by A.I. from start to finish. Considering that the people you hire on your staff are the lifeblood of your business, it’s not exactly an appealing proposition to remove real-life human decision-making from the process entirely.

That’s why we advise business owners to be cautious of any hiring software that claims to use A.I. for most (or all) of the hiring process and instead invest in a solution that’s more strategic about which parts of the hiring process should be automated by technology and which ones shouldn’t.

Automations are software tools that don’t try to “think” like a human, but simply automatically perform all of the tedious administrative tasks that come with hiring. Hiring automations save you time without cutting you out of the decision-making process or creating a poor candidate experience.

ARTIFICIAL INTELLIGENCE (AI)

Computer programs that can be taught to mimic advanced human thinking abilities like reasoning and problem solving; best used for complex functions that require machine learning.

vs.

AUTOMATION

Technology that automatically performs specific tasks the same way every time; best used for repetitive tasks.

One example of a task that should be automated is interview scheduling.

Typically, once you’ve selected the applicants you’d like to interview, you usually have to spend time emailing back and forth or playing phone tag and waiting on them to return your call.

Plus, it can take multiple touchpoints to coordinate an interview time that works for everyone, slowing down your hiring efforts.

Now that’s a process that shouldn’t require a hiring manager’s valuable time and attention. Let the robots handle that one. You can use an automated interview scheduling tool like Autopilot, which comes built into CareerPlug Premium.

AUTOPILOT INSTANTLY TEXTS YOUR QUALIFIED CANDIDATES A LINK TO SCHEDULE AN INTERVIEW. JUST SET YOUR AVAILABILITY AND AUTOPILOT WILL COORDINATE WITH CANDIDATES TO GET INTERVIEWS SCHEDULED ON YOUR CALENDAR AUTOMATICALLY.

CONCLUSION

We’ve only begun scratching the surface of what artificial intelligence can do for a hiring process, but it’s important for businesses to be smart about how they choose to implement this new technology.

It’s a good idea to automate only the tedious parts of hiring, but don’t automate the parts that matter most – getting to know your candidates, evaluating them using a proven hiring process that results in the right hires, and creating a great candidate experience that protects your employer brand.

Reprinted with Permission.

9 SECRET WINNING VALUES IN THE NEW PRESCHOOL COURSE “I have been teaching for decades, and after reading through the course, I was so impressed that I changed my curriculum. The lessons on breath control and the science of swimming were amazing!”

GINNY FERGUSON, WATERSAFE SWIM SCHOOL

This article is your gateway to understanding how a new preschool course can revolutionize your swim school. It has the potential to save both time and money when hiring new instructors, all while elevating your program’s quality and enhancing your school’s reputation.

If you’re an instructor and not the school owner, read on to make a compelling case for your school to invest in this course. By completing it, you can enhance your teaching skills and, in turn, your worth as an employee, gaining newfound respect as you implement what you’ve learned.

TO REGISTER FOR THE PRESCHOOL COURSE VISIT MY.USSWIMSCHOOLS.ORG

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1. DEFINING EXCEPTIONAL INSTRUCTORS:

This course provides a detailed breakdown of what makes an exceptional instructor.

It offers clear guidelines for instructors to develop their skills, allowing them to stand out as top-notch educators in preschool aquatics.

2. INSTRUCTOR DEVELOPMENT BEYOND TEACHING METHODS:

Unlike other courses that dive deep into teaching methods, this course takes a different approach. While it does cover basic preschool skills and various teaching approaches in one chapter, its primary focus is on elevating instructors’ skills, regardless of their level of experience.

3. SKILL ENHANCEMENT:

Instead of focusing on teaching methods, the course prioritizes the development of instructors themselves. By honing their abilities, it makes it easier for instructors to produce motivated and enthusiastic students.

4. UNDERSTANDING PRESCHOOL CHILDREN:

The course equips instructors to better understand preschool children, build trust, recognize and respond to a frightened child, communicate effectively, read their social cues and engage them joyfully in the learning process.

5. TEACHING SPECIAL ABILITIES:

The course also acknowledges that some children may have unique abilities or challenges that aren’t always disclosed or known by their parents. It includes a segment on teaching these students, and other challenges, and offers strategies for communicating with parents. Instructors without these skills may feel uncertain and/or frustrated when faced with such situations.

6. PRIORITIZING SAFETY:

Completing this course enhances an instructor’s ability to anticipate safety concerns before they arise and to take steps to mitigate risks. It covers both student safety and the integration of safety lessons into classes to create a secure learning environment.

7. MASTERING THE SCIENCE OF MOVEMENT IN WATER:

Instructors gain a solid understanding of the science of movement in water and the factors that influence it. Armed with this knowledge, instructors can better support their students, boost their confidence, and encourage them to attempt more advanced skills.

8. COST-EFFECTIVE INSTRUCTOR TRAINING:

This course not only saves time but also streamlines the instructor training process, saving money while ensuring that all instructors receive consistent, high-quality information before engaging with students.

9. ELEVATING YOUR SCHOOL’S REPUTATION:

As more of your instructors complete this course and enhance their skills, your swim school’s reputation will soar. Students will remain engaged in lessons, learn at an accelerated pace, and enjoy the process. Satisfied parents will sing your praises, creating a Win-Win-Win-Win scenario for students, parents, owners, and instructors!

Investing in this preschool course is a wise decision for both school owners and instructors, offering improved teaching, enhanced safety, and an outstanding reputation as the ultimate rewards.

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AN ARTICLE FOR YOUR ORGANIZATION!

BY CHUCK GALLAGHER

Every business leader is familiar with the tantalizing scent of growth, the electric charge of scaling up. Yet, for every entrepreneurial success story, a dozen ventures face setbacks or outright failure. The question is, what sets them apart?

Through my years of experience and witnessing the highs and lows of business life, I’ve pinpointed five recurrent mistakes that send businesses spiraling. And today, I’m sharing them with the hope that you, can sidestep these pitfalls.

1. THE RUSHED RECRUITMENT CATASTROPHE The pressing need for staffing in the initial stages often blinds businesses. This hurried approach can lead to mismatched hiring, causing long-term consequences.

Relying on my experience in the outsourcing realm, I’ve always valued the essence of team building. When I laid the foundation of my company, I sought leaders who resonated with my vision. This strategy has cemented our culture and resulted in a low attrition rate amid our team.

1. CUSTOMER-OBSESSED? IT’S A SLIPPERY SLOPE Are you prioritizing customers at the expense of your employees? A grave mistake. Your people are the backbone of your business. Even in the rocky phases of establishing my business, my commitment never wavered. I ensured timely paychecks, even if it meant digging into my pockets. Remember, when your team thrives, your customers benefit too.

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4. THE MICROMANAGEMENT MISSTEP Scaling your business while clinging to every detail is like catching water in a net. I learned this in 2018.

Growth demands delegation, trust, and building a team of experts. My guiding principle? Hire those who can teach you something and whose skills surpass yours. When your leadership is strong, the cascading effect attracts talent.

5. ALL WORK AND NO PLAY – A DIRE STRATEGY Success isn’t only measured in numbers and achievements; it’s also in the bonds we forge. Stepping out of the strict business setting to unwind and connect personally is essential. We organize social get-togethers that allow for genuine, relaxed connections.

IN CONCLUSION Navigating the tumultuous sea of business isn’t for the faint-hearted. It requires intuition, patience, and an innate ability to sidestep pitfalls. As you digest these insights, remember that being forewarned is being forearmed. For every setback, there’s an opportunity to learn and grow. And for every business dream, there’s a path to success that avoids these fatal five. Equip yourself, connect genuinely, and remember that every failure is a stepping stone to your successive triumph.

Chuck Gallagher, a seasoned entrepreneur, and a Certified Speaking Professional, extends his gratitude to the Association for this platform. He offers this piece free of charge, hoping it aids in shaping brighter entrepreneurial futures.

Reprinted with Permission.

THE POWER OF USSSA: NATIONAL CONFERENCE 2023 A RESOUNDING SUCCESS!

BY ANNE SWANSON

Conferences have long been a catalyst for bringing people together, fostering learning, and driving progress.

The recent USSSA National Conference held in Orlando, Florida was no exception, as it proved to be a remarkable event that left attendees with a renewed sense of enthusiasm and a wealth of knowledge.

Each day kicked off with a keynote speaker outside of the Learn-To-Swim industry.

Ranging in topics from discovering your inner superhero, time management, and emotional intelligence, attendees were treated to a variety of topics that will prove useful both inside and outside of the workplace. Following the keynotes each day, attendees gathered in a series of breakout sessions, each addressing a diverse array of subjects tailored to the learn-to-swim industry. Expert speakers and panelists covered topics ranging from cutting-edge industry trends to innovative strategies for personal and professional growth.

In addition to the variety of impactful sessions, attendees had a plethora of networking opportunities. These ranged from luncheons and receptions to round table sessions and an Awards Banquet honoring some of the best and brightest in the industry! A Silent Disco event after the Awards Banquet was an absolute highlight for those who attended.

The 3-Day Conference was a testament to the power of USSSA. It served as a platform for bringing people together, learning, networking, and inspiration. Attendees departed not only with enhanced knowledge but also with a renewed sense of purpose and enthusiasm. The positive feedback from participants clearly underscores the success of this year’s conference.

FUTURE EVENTS

We are thrilled that we were able to offer such a great three days to USSSA’s membership and appreciate all those who attended, spoke, and provided feedback.

Based on the feedback that we received, we hope to include more roundtable sessions in future events, including the 2024 National Conference taking place in Las Vegas from September 29 – October 1, 2024. In addition, for those who love workshops and small group roundtables, you won’t want to miss our 2024 Spring Workshop in Asheville, NC. In addition to an outstanding location, this year’s workshop will be leaning into what it means to be a workshop. Attendees can expect lots of interactivity, as well as tangible takeaways that can change how you do business.

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THE 9-YEAR-OLDS’ GUIDE TO BETTER MARKETING

BY DAVE CHAREST

I have no idea how the conversation started.

But while I was out to dinner with my nineyear-old twin girls the other night, they asked me for a pen and started taking notes on a napkin.

If your experience is anything like mine, notes on a napkin can only mean one thing… they had a big idea, and in this case, an idea for their own business — a nail salon/spa/restaurant they’d name EJ’s. (Their first initials put together.)

I have to admit, I was pretty impressed.

Who wouldn’t want a tasty homemade meal after getting your nails done?

They started rattling off all these ideas for how they could get the word out about their business and get people to come in.

SOME MARKETING IDEAS INCLUDED: • In-store events like movie nights • Exclusive one-of-a-kind experiences • Special sandwiches for kids and adults • Commercials that tell a story • Special deals around the holidays • Holiday events like Easter egg hunts for kids with half off massage for the parents • Birthday specials for customers • Renting the space for parties

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USSWIMSCHOOLS.ORG | 17

Not a bad start.

After they filled the second side of the napkin with menu items, which they were very adamant had to be homemade, I chimed in to tell them that they could use Constant Contact for their marketing.

All of a sudden I was the cool guy at the table.

(They’re big fans of Constant Contact, and all of the really cool people I work with here.)

THEY EXCITEDLY ASKED, “WILL YOU HELP US WITH OUR BUSINESS?” Well, how could I say no?

So I asked them if they knew what marketing was. After a short gathering of thoughts they agreed on a definition.

J. shared, “Marketing helps you get people interested in what you’re doing.”

I can work with that.

I ELABORATED A BIT TO SAY, “MARKETING HELPS YOU GET THE RIGHT PEOPLE INTERESTED IN WHAT YOU’RE DOING.” I explained that they’ll need to think carefully about the specific people they want to come to their business. This way they know how to talk with them and how to best share their story.

This is important because when you focus on people and work to create a great product, service, and experience for them specifically, it makes it easier to attract more people just like them to your business.

This also helps you create and grow great relationships with them, so they become loyal customers and more likely to tell their friends about you.

“Make sense?” I asked. To which I was met with nodding heads.

So far … still engaged.

I OUTLINED THE BASIC THINGS THEY’D NEED TO THINK ABOUT TO MAKE THEIR MARKETING PLANS SUCCESSFUL. The first one was to make sure people can easily find your business.

I pulled out my mobile phone and opened up my Yelp app.

I showed them how when we’re out and about, I can search for a place for us to go to eat, which is how we ended up at this restaurant on this particular evening.

I explained how important it is that the information found about the business be accurate and how enhanced information, such as a menu, in the local listings can help you make a decision about whether or not you want to go there.

“You want to see what they have and what you might like before you go all the way there!” E. exclaimed. She got more excited when I told her that Constant Contact can help manage local listings.

18 | USSWIMSCHOOLS.ORG

NEXT, ONCE PEOPLE COME TO YOUR BUSINESS AND THEY HAVE A GREAT EXPERIENCE, YOU’LL WANT A WAY TO STAY IN TOUCH WITH THEM. This is where you ask your customers to give you their email address so you can let them know about those things you have going on with a newsletter campaign.

THEN, YOU CAN SET GOALS FOR ALL THOSE SPECIAL THINGS YOU WANTED TO DO, AND CREATE OFFERS AND PROMOTIONS THAT MAP TO THOSE GOALS. Once you know what you’re going to do, you figure out what content you’ll create in support and where you’ll share it. To get the best results, you’ll want to think about using all the channels available to you to get the word out. Channels like email, social media, and mobile.

Then you can run specific campaigns like a newsletter, Facebook Fan Promotion, a local deal, or trackable coupons, and you can manage those events you want to have with Constant Contact.

You can even get feedback about how you’re doing from your customers by sending them a survey.

And you’ll be able to evaluate how you’re doing and make smarter decisions by looking at all the reports Constant Contact gives you about your marketing campaigns.

“PRETTY COOL, RIGHT?” I ASKED. “AWESOME!” THEY REPLIED. That’s when the food arrived and it’s probably a good thing because that’s about all they could take in one sitting.

But the good news is that over the course of the next few months we’ll be exploring all of the ways you can create your own campaigns that drive action and help you do more business. So be sure to stick around.

I’ll keep you posted on when EJ’s Nail Salon, Spa, and Restaurant opens to the public. And if you’re nice to me, I’ll see if can get you a great deal for your first visit.

What about you? What types of campaigns do you run to get more people to your business? Any advice I can pass along?

Sr. Mngr, Content & Social Media Marketing @ConstantContact. My team and I make stuff to help you do better marketing. Dad of twin girls. Smile! It’s worth it.

USSSA MEMBERS RECEIVE A 30% DISCOUNT ON YOUR MONTHLY SUBSCRIPTION TO CONSTANT CONTACT. DISCOUNT IS AVAILABLE TO BOTH CURRENT AND NEW CONSTANT CONTACT SUBSCRIBERS. CURRENT SUBSCRIBERS Email admin@usswimschools.org with your Constant Contact user name to request the 30% discount.

NEW SUBSCRIBERS Visit the USSSA website under sponsorship for more information.

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STOP HIRING! AUDITION!

BY T. SCOTT GROSS

If there was one thing... one simple thing that I could attribute to turning our business around it would be this—better hiring. No, make that, better auditioning.

20 | USSWIMSCHOOLS.ORG

Ron Zemke has a name for that quality of personality that allows employees to handle one customer after another without going absolutely nuts. He calls it high customer contact tolerance. Of course, there are less sophisticated ways to describe the same phenomenon.

Farmers put it rather bluntly when they admonish us to “never try to teach a pig to sing. It wastes your time...and it irritates the pig!” However you call it, there are some folks who are, by bent of personality, simply unsuited to work that requires constant customer contact.

Period. Can you train these folks to love on the customer? Yes...except that the methods required to effect such a transformation aren’t legal in this country!

That leaves us with this: If you intend to build sales through Positively Outrageous Service, the only way out is through hiring people who thrive on customer contact. There is no middle ground. For those of you who have trouble admitting defeat, those who say, “I know I can save him,” you’re just whistling in the dark. You cannot, you will not turn just anybody into someone who will provide Positively Outrageous Service.

Now is the time to make two decisions.

First, if you have someone who is not a natural lover of customers on your payroll, decide now, right now, to turn them loose so that you and they can get

on with life. Send them off to someplace where they can be successful. Stop trying to turn them into someone they are not. Decision two? Give up hiring and start auditioning. That’s right, auditioning. We learned three simple tricks for auditioning: echo, telephone, and monologue.

Echo is as simple as giving an applicant a series of orders or instructions and asking them to repeat. Think about it. Most screw ups have at their root a failure to listen carefully to the customer.

Play a good game of echo using typical customer requests is a great way to discover if your candidate has the ability to listen and retain.

Tactic two: telephone. Use a real or imagined telephone to call your applicant. You play the part of a customer who has a problem or a complaint.

What a great way...and a fine time, to discover if your applicant is willing to do whatever it takes to make a customer happy. Using this technique you will soon discover if your applicants can think on their feet or if, when confronted with an unusual or tense situation, are likely to pass the problem off on you rather than making a command decision.

The last technique we call monologue.

Ask the applicant to greet you. Then ask them to do it again only different.

Repeat this a half dozen times and in short order you will know if this person has enough imagination to think out of the box or if you will have to direct every move. Modify the technique slightly and ask an applicant to attempt to sell you one of your products or services.

Trust me, if they can’t sell you in the audition, there is no way they will sell when left alone.

Three techniques—echo, telephone and monologue—that will turn around the way you think about hiring. Better yet, these techniques will result in a crew that is both willing and able to deliver Positively Outrageous Service!

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UNLOCKING PROFITABILITY IN YOUR SWIM SCHOOL BUSINESS: A DIVE INTO SUCCESS Small businesses, such as swim schools, often face unique challenges when it comes to maintaining profitability.

With their limited resources and niche customer base, profitability can be a constant struggle. However, understanding the key factors that influence profitability and implementing effective strategies can make a significant difference in the success of your swim school. In this article, we will explore what small businesses, particularly swim schools, need to understand about profitability and how to improve it.

UNDERSTANDING PROFITABILITY: Profitability is the lifeblood of any business, regardless of its size. It’s the measure of how efficiently a company turns its investments and efforts into profits. For a swim school, this means making sure your expenses are lower than your revenue. To achieve this, you need a clear understanding of the following aspects: 1. Pricing Strategy: Setting the right pricing structure is critical. It’s essential to find a balance between affordability for your customers and sustainability for your business.

Analyze your costs, competition, and target market to establish the right pricing model.

2. Cost Control: Effective cost management is key to profitability. Monitor and optimize your operational costs, including facility maintenance, utilities, and payroll.

Implement energy-efficient measures and ensure that staffing levels are aligned with actual needs.

3. Customer Retention: It’s more cost-effective to retain existing customers than to acquire new ones. Create loyalty programs and maintain open lines of communication to keep your clients engaged and satisfied.

4. Marketing and Promotion: Invest in marketing strategies that deliver a strong return on investment. Digital marketing, social media, and referral programs can be highly effective for swim schools.

5. Diversification: Offer a range of services beyond just swim lessons. Consider swim gear, special events, and additional services that can supplement your income.

6. Efficient Scheduling: Optimize your class scheduling to make the most of your pool time and staff hours. Ensure that you have enough students in each class to cover your costs.

Continued on next page...

USSWIMSCHOOLS.ORG | 23

STRATEGIES TO IMPROVE PROFITABILITY IN YOUR SWIM SCHOOL: Now, let’s delve into some actionable strategies to enhance profitability in your swim school business: 1. Focus on Quality: Providing high-quality instruction and facilities will attract and retain more students. Investing in well-trained instructors and a clean, safe environment is essential.

2. Utilize Technology: Implementing software for scheduling, payments, and record-keeping can streamline your operations and reduce administrative costs.

3. Upselling and Cross-selling: Offer additional services or merchandise, such as swim gear or private lessons, to increase the average transaction value.

4. Cost Efficiency: Regularly review your expenses to identify areas where you can cut costs without compromising quality.

Negotiate with suppliers for better deals and consider energy-efficient upgrades to your facility.

5. Community Engagement: Engage with your local community by participating in events and sponsoring swim-related activities. Building goodwill can lead to increased enrollment.

6. Customer Feedback: Continuously seek feedback from your clients and use it to make improvements. Happy customers are more likely to refer others to your swim school.

7. Staff Training: Invest in training for your instructors and staff to ensure they can provide the best possible experience for your students.

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8. Financial Monitoring: Regularly review your financial statements to track performance and identify trends. If necessary, consult with a financial advisor to develop a profitability plan.

9. Scaling Smartly: As your swim school grows, consider opening additional locations or expanding services. However, ensure that each expansion is well-planned and financially sustainable.

10. Legal and Insurance Compliance: Make sure your swim school is in compliance with all legal requirements and that you have appropriate insurance coverage in place to protect your business from unforeseen events.

Profitability is an ongoing process, not a one-time achievement.

Small businesses, like swim schools, must adapt to changing market conditions, customer preferences, and economic factors.

By focusing on cost control, quality, customer relationships, and smart business strategies, your swim school can dive into profitability and thrive in the competitive world of small business.

Article on what small businesses need to understand about profitability and how to improve profitability for a swim school business” prompt. ChatGPT, October 24, 2023, chat.openai.com.

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THE XXXIII OLYMPIC GAMES AND YOUR SCHOOL

BY ROWDY GAINES OLYMPIC GOLD MEDALIST, POOL & HOT TUB ALLIANCE

The XXXIII Olympic Games will take place in Paris next year and I am honored to call my 9th Olympics for NBC. The goal of the Olympic movement is to contribute to building a better world through sport practiced without discrimination of any kind and encouraging people to be the best that they can be, while inspiring others to do the same. I have found that in the USSSA community we strive to do the same thing as well as creating the belief that the importance of life-long water safety is critical to communities across the US. How do we leverage the amazing interest there will be in swimming that comes in an Olympic year to help spread the drowning prevention message and encourage parents to enroll their children in swim lessons? There are many options that I hopefully will be able to share with you to assist in getting the word out to your communities.

1. Team USA has been number one in the world of swimming for 67 straight years.

No other country can claim that kind of domination in any other sport. That tradition of excellence starts at our grass roots level with learn-to-swim programs and as we promote the need for swim lessons, we can also tout the great competitive programs we have as a ‘next level’ goal. The USSSA members are a big part of the reason for that success as many of our Olympians have learned to swim in our system.

2. Have watch parties at your schools. Invest in a big screen TV and have families gather at your schools to view the Games LIVE. The Olympic swimming races will take place LIVE from July 27-Aug 4 from 3-5pm ET on NBC and re-air in prime time from 8-10pm ET. It’s a great way to bring the community together and brag that the dream of becoming an Olympian all starts with US! 3. Support a local Olympic hopeful on their journey to the Olympics. There will be about 1500 swimmers that will compete at the Olympic Trials in Indianapolis June 15-23. They will take place at Lucas Oli Stadium. That’s right, the pool will be placed right on the football field with 30,000 fans in attendance every night. They will also be broadcast live on NBC from 8-10pm ET (prelims will be 9am-12pm ET).

Find a local kid in your community that ideally took lessons at your school to help financially and even have them do an appearance at some point leading up to those Trials. Even if they didn’t go through your school program you could still ‘adopt’ them and have them be the spokesperson for water safety in your community.

26 | USSWIMSCHOOLS.ORG

4. Maximize your swim school’s online presence by launching Olympic-themed social media campaigns. Use your adopted athletes and craft engaging content that aligns with the excitement of the 2024 Olympic Trials and Games. Share inspiring stories of swimmers, Olympic connections, and behind-the-scenes glimpses of your school’s events surrounding the games. Encourage organic content by hosting contests or challenges related to Olympic events, fostering a sense of community. Collaborate with local influencers or athletes to expand your reach.

These campaigns will not only capitalize on the Olympic buzz but also enhance your school’s visibility, attracting new swimmers and retaining existing ones through captivating online experiences.

5. Create a limited-time Olympic special for your swim program by setting a promotion period during the 2024 Olympic Games. Determine the winning times for the 100m freestyle or 200m freestyle events as benchmarks. Offer tiered discounts based on how close participants can swim to the winning times, with swimmers achieving times within 5% receiving a larger discount and those within 10% getting a smaller discount. Market this offer through various channels, emphasizing the Olympic connection and the opportunity to measure their skills against the world’s best. Implement a system to track participants’ swimming times, provide awards for achievement, and follow up after the promotion period to encourage further enrollment, creating motivation and excitement around your swim school.

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you gather ideas and have wonderful options for HOLIDAY Tohowhelpto show that appreciation to your staff, USSSA held a Sharing Solutions on Low-Cost High Impact GIFT for Holiday Staff Gifts on November 9, 2023. Our IDEAS discussion covered both staff gifts and holiday party ideas.

BY STACEY CROCKETT DOLFUN SWIM ACADEMY

SHOWING APPRECIATION TO YOUR TEAM IS SOMETHING THAT WE STRIVE TO DO YEAR-ROUND.

During the holiday season we all feel extra pressure to make sure that our gifts demonstrate how much we care for our team members and want them to end the year with a strong sense of belonging. This impacts the year to come in ways we often don’t realize until we see individuals walking in the door wearing their new hat, carrying the water bottle with dings showing how much they use it, wearing the shirt that you hoped your team would love. In those moments, we know that what we decided to give was something that made that person feel like they were seen in a way that helps them feel pride to work at your swim school.

Some of the holiday gift highlights are:

• Backpacks were a popular idea with ideas about finding great deals on SwimOutlet for a swim bag that can easily have a logo added to it to a very unique backpack from Cotopaxi, where all bags vary in color on each piece of fabric so every item is unique. (www.swimoutlet.com, www.cotopaxi.com/collections/backpacks) Contributors Jodi Hunt at Sun Country Sports, Joani Miskell at Swimming Safari

• Swim parkas are a great way to keep instructors warm when they get out of the water. A highlighted one are the terry cloth lined swim parkas from Aquadash, whose swim parkas are waterproof and made out of recycled plastic bottles. (aquadashgear.com) Contributors Casie Shore at Swim to Shore, Stacy Crockett at DolFUN SWIM Academy

• Many of the members on the call give or have given logoed hoodies to their staff for a holiday gift. Their employees have really enjoyed getting their hoodies and wear them proudly. A unique idea was to have a staff contest to make a design for a t-shirt or hoodie, then use that design for the holiday shirt. This would help keep the gift different from year to year.

Contributors Katie Williams at Davina’s Swim House, Casie Shore at Swim to Shore

• Towels are a great item to give, but have you considered a poncho towel?

They make these towels in adult sizes just like we see many swimmers wear. They are great to pop on right out of the pool. Either are easy to logo and personalize with the employees name. (Examples of poncho towels: https://us.dockandbay. com/pages/poncho-adults, https://www.pendleton-usa.com/home/home-goods/ bath- towels/) Contributors Scott Monson at Aqua Duks, Elspeth Gasho at Stoney Creek

• Reusable water bottles or travel mugs are a great way to give staff an item that can be used anywhere and helps keep them hydrated. For an additional touch to this gift put a gift card and/or the employee’s favorite candy inside.

• Custom socks using the characters from the swim school. These socks were so cute and make a fun unique gift.

Contributor Joani Maskell at Swimming Safari

• Hats and beanies are highly used items and help with pool hair. Finis’ beanie was discussed as one of the best for swimmers getting out of the water and able to stay warm. (https://www.finisswim.com/Beanie?quantity=1&custcol9=4) Contributors Joani Maskell at Swimming Safari and Stacy Crockett at DolFUN SWIM Academy

28 | USSWIMSCHOOLS.ORG

Holiday parties also came up for discussion. Having an engaging holiday party was the theme across the board with parties being hosted at the owner’s house to parties at activity centers where the employees can play.

The party ideas focused on staff engagement, some included the employee’s family including Jodi Hunt at Sun Country Sports having Santa come visit the children every year. Party ideas were: • SILENT DISCO – A fun way to dance the night away.

Contributor D’Nette Allsop at USSSA

• MURDER MYSTERY PARTY – Can be found online to download the content.

Contributor Scott Monson at Aqua Duks

• CLUB HOUSE POTLUCK – Caters the main dish with a local restaurant, staff bring sides and deserts, giving staff a chance to socialize and play games.

Contributor Elspeth Gasho at Stoney Creek

• ACTIVITY CENTER PARTY – Arcade games, bowling, laser tag, and other activities for staff to play (example Dave and Busters).

Contributor Katie Williams at Davina’s Swim House and Joani Maskell at Swimming Safari

• PARTY AT OWNER’S HOUSE – Having a party to welcome everyone to the owner’s house, small games can be played and catered food provided.

• THEMED RESTAURANT – Go to a local restaurant that has a unique theme or activity at it, like axe throwing, or make your own specialty pancakes on the table top griddle.

Contributors Scott Monson at Aqua Duks and Mindy Anthony at DolFUN SWIM Academy

Some great game ideas were: • SARAN WRAP GAME – Prizes are wrapped in a large saran wrap ball, each person takes turns unwrapping the ball to find their prize of a gift card, cash, etc..

• GIFT CARD DRAWING – Have a variety of gift cards for different locations and amounts, each staff member gets a number as they walk in the door, when their number is called throughout the party they get the gift card that is drawn at the time. A large gift card was suggested to be in the mix.

• PHOTO BOOTH – Rent one of the photo booths that people can edit the photo with different designs and accessories before printing.

• LAWN GAMES – Inside or out, these are fun for the staff to play and gives a good way for more engagement with a variety of people. To add a little more fun, form some teams and design a little competition with a prize for the winners.

Have a wonderful holiday season celebrating all of those around you and the accomplishments that you all made this year.

USSWIMSCHOOLS.ORG | 29

THE EVOLUTION OF THE LEARN TO SWIM INDUSTRY: THEN & NOW INTRODUCTION The learn to swim industry has come a long way over the past 35 years.

30 | USSWIMSCHOOLS.ORG

What was once a relatively straightforward and traditional approach to teaching children and adults to swim has now evolved into a dynamic and diverse industry. In this article, we will compare the learn to swim industry from 35 years ago to its current state, highlighting the significant changes, advancements, and challenges that have shaped this vital aspect of water safety and recreation.

1. TEACHING METHODS

35 YEARS AGO: TRADITIONAL METHODS Three decades ago, learn to swim programs often relied on traditional teaching methods, including repetitive drills, basic floating techniques, and minimal use of technology. Instructors typically focused on teaching basic strokes, water safety rules, and occasionally, survival skills.

TODAY: INNOVATIVE TECHNIQUES The industry has witnessed a shift towards more innovative teaching techniques. These include the use of video analysis, underwater cameras, and specialized swim software to provide real-time feedback to students. Instructors now emphasize water confidence, holistic skill development, and adaptive teaching methods tailored to individual needs and abilities.

Swim schools have adopted a more holistic approach that encompasses psychological aspects, breathing techniques, and goal-setting.

2. SAFETY AND INCLUSION

35 YEARS AGO: LIMITED EMPHASIS ON SAFETY While safety has always been a part of learn to swim programs, it was not as rigorously enforced as it is today. Lessons often took place in crowded community pools with minimal supervision, and the use of life vests and other safety gear was not as prevalent.

TODAY: SAFETY-FIRST APPROACH The industry now prioritizes safety above all else. The design and management of pools and swim facilities have evolved to include lifeguards, improved water quality control, and the presence of life-saving equipment. Moreover, there is a significant focus on inclusivity and accommodating swimmers with disabilities, ensuring that everyone has an opportunity to learn and enjoy the water safely.

3. TECHNOLOGY

4. CURRICULUM & CERTIFICATION

35 YEARS AGO: FEW STANDARDS Curriculum and certification standards in the learn to swim industry were often inconsistent and varied widely between swim schools and programs. It was difficult for consumers to know the quality and effectiveness of different offerings.

TODAY: STANDARDIZATION & ACCREDITATION The industry has seen significant strides in standardization and certification. National and international organizations, such as the American Red Cross and the Royal Life Saving Society, have established standardized curricula and certification processes. This ensures that swim instructors meet specific qualifications and that learners receive a consistent and high-quality experience.

5. PARENTAL INVOLVEMENT

35 YEARS AGO: PASSIVE ROLE Parents of students in learn to swim programs tended to have a passive role, dropping off their children for lessons and returning later to pick them up. They were generally less involved in the learning process.

TODAY: ACTIVE PARTICIPATION Modern swim schools encourage active parental involvement.

Parents are often encouraged to watch lessons, participate in water safety education, and engage with instructors and their children to reinforce learning outside of class. This shift has led to greater awareness and support for water safety and swimming skills within families.

CONCLUSION

The learn to swim industry has undergone remarkable changes over the past 35 years. From traditional teaching methods to innovative techniques, from a limited emphasis on safety to a safety-first approach, and from minimal use of technology to high-tech integration, this industry has evolved significantly.

Today, there is a greater focus on standardization, parental involvement, and inclusivity. These changes have transformed the learn to swim industry into a more dynamic, safe, and accessible space for people of all ages and abilities to acquire essential water skills and enjoy the water responsibly.

Article on “Write an article comparing the learn to swim industry 35 years ago to the industry today” prompt. ChatGPT, October 24, 2023.

35 YEARS AGO: MINIMAL USE OF TECHNOLOGY The use of technology was limited in the learn to swim industry a few decades ago. Instructors primarily relied on their knowledge and experience without the aid of advanced tools or software.

TODAY: HIGH-TECH INTEGRATION Today, technology plays a significant role in the industry.

Mobile apps, wearable devices, and virtual reality programs have been integrated into swim lessons to enhance the learning experience. These tools track performance, collect data, and offer personalized recommendations for improvement.

Parents can also access digital platforms to monitor their child’s progress and receive updates on their performance.

USSWIMSCHOOLS.ORG | 31

BUILDING INDEPENDENT EARLY IN INFANT AQUATICS

BY LAURIE LAWRENCE WORLD WIDE SWIM SCHOOL

Swimming and water safety skills are developed by building independence in the water.

32 | USSWIMSCHOOLS.ORG

Encouraging independence in the water allows children to learn their abilities and limitations, thus cultivating a love and respect for the water.

Laurie Lawrence’s advocates swimming skills are built progressively as children grow and develop. The skills that can be introduced into the lesson framework will greatly depend on children’s abilities on land.

It is crucial for parents to participate in their child’s swimming lessons to truly develop their swimming and water safety abilities. Through this involvement, parents also gain knowledge on teaching these skills in various environments and gain a better understanding of their child’s capabilities in the water. Additionally, the one-on-one attention provided by parents allows children to become proficient in swimming at a younger age. Laurie Lawrence Swim School insist on parental involvement until the age of four to: • Educate parents on swimming and water safety skills • Help them understand their child’s abilities in the water • Create a secure learning environment • Teach children the importance of always swimming with an adult • Maximize practice time during lessons • Develop exceptional swimming skills at an early age

ENCOURAGING BABY TO GRIP One of the first water safety skills we teach baby is to grip and hold on to the parent’s t-shirt. In this exercise parents are encouraged to sink down low in the water, lean back and make a shallow ledge on their chest. Here the baby learns to balance, support themselves and hold their mouth above the water.

This activity is designed not only to encourage independence and teach children a respect for the water but helps parents to relax as they interact with their child.

During the early learning stages the baby will be assisted by the parent. After this skill is mastered, the child will display their independence by instinctively gripping the t-shirt after performing underwater floating skills. The baby will show early signs of a respect for the water by not letting go of the parent’s t-shirt even when enticed by floating toys.

EXPLORING SHALLOW WATER Pool design and baby’s growth and development will determine the suitability of shallow water exploration activities. However, giving the baby an opportunity to simply balance, then sit and finally crawl in shallow water is vital to teach them the difference between deep and shallow. By having an understanding of deep and shallow water the child will learn their limitations, boundaries and eventually gain a respect for the water.

Importantly this shallow water exploration allows children to gain independence and mobility in the water under strict adult supervision. Learning skills like sitting, crawling and pulling up on the ledge will also lead to the development of other important swimming and water safety skills. The parent will observe the child perform independent skills like floating to and from and ledge and notice signs that the child is learning a respect for the water by not attempting to reach toys in deep water or venturing off the ledge without a cue.

Exploring shallow water is also particularly useful when introducing a timid toddler to the water. For children to relax they need to be in control and this shallow water play provides an ideal learning environment.

TEACHING SAFETY TURNS Teaching children to turn underwater and return to the safety of either a parent, ledge or side of the pool is a fantastic milestone in their swimming and water safety ability.

The previously learned skills during gripping and shallow water exploration will be extremely beneficial when learning turning skills. The child will instinctively have the understanding and ability to independently pull themselves to safety.

As a swimming teacher and parent, we understand no child is drown proof.

However, turning skills offer a chance for children if the other barriers like pool fencing or supervision are compromised.

Turning involves vertical submersions underwater. For this reason, turning skills should only be introduced once children display good breath control and horizontal floating patterns are established and mastered.

First turns are conducted to the parent, then progress to a shallow water ledge and finally are mastered to the side of the pool where children can climb out. It is important to remember that all swimming and water safety skills should follow a progressive, simple, building block approach to allow independent mastery of swimming skills.

While there are many types of turning activities, they all follow the same progressive teaching and learning system of; 1 Full assisted turn 2. Half unassisted turn 3. Full unassisted turn

BACK FLOATING Back floating success is greatly affected by children’s growth and development.

Before baby can sit up, they will thoroughly enjoy floating on their back with gentle assistance from the parent.

Interestingly once children learn to sit up and become mobile on land the less, they enjoy back floating activities. While there are exceptions to this rule it seems, most children follow this developmental aversion to back floating.

Somewhere close to 2 years of age children seem to accept back floating activities more readily. However, by this time children are already capable of and enjoy performing other independent swimming and water safety skills.

It is my belief that back floating should be encouraged but never forced.

No child should be subjected to force or trauma when learning to swim. There are many activities that swimming teachers can use to encourage voluntary back floating attempts. It is also important to keep in mind that this aversion to back floating is a temporary situation and with patience, encouragement and time, children will master this water safety skill happily and independently.

SUMMARY In summary the best swimming and water safety programs revolve around building swimming skills progressively according to the children’s growth and development. From here we are able to build independence in the water which is the key to developing great swimming and water safety skills.

Building independence under strict adult supervision will teach children their capabilities and limitations in the water. It is equally important that parents understand their child’s capabilities in the water. For this reason, parental involvement in swimming lessons is a must.

USSWIMSCHOOLS.ORG | 33

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OUR SPECIAL OLYMPICS EXPERIENCE In the monthly issue, we shared an article encouraging parents of special abilities parents to “give it a try” in regard to special abilities programs.

One of the programs discussed was the local Special Olympics swim team at our local pool. Entering our team’s second season, we had a goal to increase the number of younger swimmers, so we reached out to current students and other local swim schools and invited them to join us, and in those efforts, we found a couple families willing to “give it a try” and join the swim team.

As the parent of a special abilities child, I cannot emphasize how much we need programs to help show us the abilities our children have, when encouraged and pushed. The participants on our swim team had a great season, and this mom was excited to share her experience with “giving it a try.”

If you have any questions regarding hosting a special Olympics team or starting a special abilities program please contact terence@antswim.com

Our Special Olympics Experience Deep pressure, quiet and cooling. For these reasons and more, my autistic son loves water and sought it out as soon as he could walk. Dangerously attempting to jump into any body of water he could find, we needed to teach him to swim as soon as possible. While I was quick to enroll him in swim lessons, his progress was not quick, and the indoor pool environment overwhelmed his senses. He learned to swim on his own terms, in his own way, and there is a beauty to that. However, finding venues and opportunities to allow him to delve into his safe place in the water has not been easy. I was thrilled to discover that a Special Olympics team was being hosted at the same pool where he takes swim lessons, Ant Swim School. Already familiar with the amazing staff, we quickly signed up.

I was really nervous on the day of the first practice. I had packed every possible thing my son might need for reassurance. Expecting a meltdown from my exercise-averse autistic son, we drove to practice on a chilly evening. I had no idea how he was going to make it through a 1 ½ hour session since he had only done short swim lessons. Desperate for community, exercise, and support, we braved the first day. I promised him that if he didn’t like it, we didn’t have to come back.

As we walked in, S was immediately greeted respectfully by his coach. She signaled to me that she was only interested in talking to him directly. No “middleman” was needed. I stepped back. At age 11, S looked to be one of the few younger swimmers.

As a parent that is constantly worried in the back of my mind about how autism is going to look on my son as he grows into adulthood, I was so thrilled to see adults with disabilities laughing, socializing, and forming deep friendships. There was so much joy.

S entered the water. I nervously warned the coaches,”He’s not used to swimming laps!” The head coach reassuringly told me, “We’ve got it.” Not used to being able to leave my child in another’s hands so easily, I sat on a bench to watch, ready with S’s towel and expecting a meltdown at any moment. He swam and swam and swam– more laps than he ever swam in his life. When practice finished the coach gathered the swimmers at the end of the pool and everyone joined in reciting the Special Olympics motto: “Let me win. But if I cannot win, let me be brave in the attempt.” I was so impressed with the seamless practice and felt proud that my son had been brave enough to finish the whole session. We kept coming back. Usually, many of our autistic loved ones are seen as having behavior problems. Activities are often filled with bumps and challenges. Here were a whole group of people with more challenges than the norm and the practice flowed more smoothly than any swim team I’ve been on. Parents knew each other and caught up on the side lines or volunteered to help keep lanes moving smoothly. They gently encouraged swimmers and provided reminders in a way that only an experienced, first hand special needs parent can do. One swimmer cheerfully shouted out “good job” to himself at the end of every lap. S’s younger sister delighted in cheering from the side lines. Everyone was accepted and made to feel welcome.

Even when my son had meltdowns at later practices, the coaches stayed calm but firm, and other parents offered to help. My son was adamant when we signed up that he would not compete in races. His coach was quickly able to soothe his nerves and by the end he had changed his mind and went on to earn 3 medals. He came away from the experience very proud of himself. While the meet was difficult in the sense of crowds, loud sounds, heat, and waiting time, S was glad he participated, and I couldn’t be more thrilled to find a place for him to do so.

Opportunities are limited for our kids. As I write this, my son is home because yet another camp could not accommodate him and wasn’t willing to put in the effort. I encourage you to open your pools to a Special Olympics team. The appreciation and loyalty of the disability community will only grow your reputation and clientele. Parents desperately need safe spaces where our loved ones can live their lives to the fullest without judgment. It really doesn’t take a lot. Just kindness, an open mind, and some flexibility. You won’t regret it, and we will be forever grateful!

By Anna Ahammad

USSWIMSCHOOLS.ORG | 35

NEW MEMBER LIST 5 CITIES SWIM SCHOOL Nick Trowbridge Arroyo Grande, CA

DYNAMO POOL MANAGEMENT Mike Cotter Atlanta, GA

AQUATICS & EDUCATION Brooke Bothun Melbourne, FL

POPSICLE PIER James Myers Atlanta, GA

CITY OF PANAMA CITY BEACH Marydale Moore Panama City, FL

ROCHESTER SWIMAMERICA LESSONS Ashleigh Kramer Rochester, MN

SPLASH AND DASH SWIM LESSONS Heather Kornfeld Warminster, PA THE SWIM CENTER Dan Killam McDonough, GA

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