2020 Volume 31 Issue 4

VOLUME 31 | ISSUE 4 2020

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

LEARNING TO SWIM DEEMED ESSENTIAL IN CALIFORNIA 2021 USSSA VIRTUAL SPRING WORKSHOP DEEP DIVE

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IN THIS ISSUE TABLE OF CONTENTS 3

Letter from the President

6

USSSA Offering You More

5 From the Desk of the Executive Director 7

Learning to Swim Deemed Essential in California

8 Small Business: Deductions for Charitable Giving 10 Giving Fills the Soul with Hope A #GivingTuesday Story

20 Wheelchair to Water: Swimming with Cerebral Palsy 24 Calendar of Events

25 Let’s Jump in Together at the 2021 Virtual Spring Workshop 26 Take Care of Your Key Assets,

Your Staff 28 What the Economics From the

Past can Offer Swim School Owners

as You Plan for the Future

14 Human Links Art – Science – Magic

30 New Member List

18 Year in Review From Stop

Drowning Now

33 3 Ways to get Your Swim School Career off to a Great Start in the New Year

17 Know When to Hold Them and Know When to Fold Them

31 Ask Al

35 Don’t Miss! Free 2021

Upcoming Events 36 USSSA Membership Renewal

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 Monica Martin ASSOCIATION OFFICERS President John Kirk, Little Otter Swim School Vice President Tracy Koleber, Nitro Swimming Treasurer Buffy Folise, Chicago Swim School ASSOCIATION DIRECTORS Karen Clay SwimWest Swim School Brad Grzelka Atlanta Swim Academy Bobby Hazen SAF-T-SWIM Melissa Taylor Small Fish Big Fish Swim School USSWIMSCHOOLS.ORG | 1

ASHRAE Epidemic Task Force references the use of ionization to help prevent the spread of SARS-Cov-2.

LETTER FROM THE PRESIDENT “If you are going through Hell, don’t stop.”

This quote is attributed to Winston Churchill. He supposedly said it during the dark times after the evacuation of Dunkirk during World War II and the situation was quite grim for Great Britain.

It is a phrase for today as well. We have been through much but there is still much ahead of us. It is a tremendous understatement to say it has been a tough year.

What have I learned during this time? That busyness and action do not equate to self-care. When the pandemic hit and our business was closed, I threw myself into working on my business and helping other people with their businesses. Being the eternal optimist, I assumed that we would shut down for a month and the virus would go away and then everything would be back to normal. We all know how that worked out. I eventually became tired with all that was going on. I was working a ton of hours for our business and for the association. I was trying to keep all the balls in the air so when everything got better, we would be ready to go. I was headed towards burn out and had to take a few steps back so that I could care for myself and my family. The most important thing we can do is care for ourselves and our family and our tribe. We have to survive in order to be there for the sun to rise the next day. Sometimes we have to be quiet and step back from the chaos. Inhale, exhale, and repeat.

I have learned that fear is powerful. This time is something that none of us has ever experienced. One of my core beliefs is that most people are good. At times this year, it has been a hard thing to hold onto. As I question why some people are doing things that they do I have to realize that much of what has been motivating people this year is fear. This fear can take many forms. Decent people can sometimes behave in really bad ways due to fear. I have to remember that people are afraid. That does not excuse bad behavior. But it does help me find some compassion and challenges me to understand and find solutions where in the past I might have only judged.

Rutger Bregman, in his book titled Humankind: A Hopeful History, shares research that having empathy for others, particularly for those who are suffering or in need of support, often leads to you having negative feelings and pessimism. Compassion, on the other hand, fuels more positive and constructive emotional responses. Both require an opening of your heart. One requires you to take on the feelings of others (empathy) while the other invites you to share what’s inside your heart (compassion).

We should not forget empathy but pivoting to compassion will lead to gratitude for your own circumstances while being more motivated to take action to help others who need it.

JOHN KIRK

2020 was a year of growth. Discomfort leads to learning. 2021 is likely to be another full year of challenges and disruption. The only thing I am certain of: the way we emerge from this is up to us. The future is still being written and we have a huge role to play in how this next chapter ends. As Buckminster Fuller said, “We are called to be architects of the future, not its victims.” So, in closing, take care of yourselves. All y’all are important to me. Call someone and check in on them. Be kind and be compassionate. Much love to you all.

JOHN KIRK President US Swim School Association

USSWIMSCHOOLS.ORG | 3

FROM THE DESK OF THE EXECUTIVE DIRECTOR “ Just keep swimming” DORY

One of the things I love about swim school owners is their resilience and ingenuity.

And oh, how that has been put to the ultimate test this year! It is no surprise that you all have risen to the challenge in a number of ways. Industry leaders came together to support our president, John Kirk, in the creation of our Action Plan to demonstrate ways swim schools could still operate safely during this pandemic. Swim schools pulled together within their states to lobby government officials to establish guidance that would allow swim schools to reopen, which culminated with the California Public Health Officials deeming swim lessons as essential for California. I’ve seen new plexiglass dividers be designed by swim school owners in order to further protect students sitting on the pool edge, to innovative paths created from door to door to keep swimmers and their families a safe social distance while working their way through the facility.

As shared in the Hope Floats article, you didn’t stop there, but found ways to connect with your community and participate in Giving Tuesday. And Stop Drowning Now shares the ways they were able to continue to spread the drowning prevention message during these challenging times.

As we look to the new year, I am hopeful. That hope for this industry is founded in the progress we have all made together, even with so many obstacles put in our way. If we can make it through a pandemic, we can make it through anything, and be stronger for it. Cheers to a new year, a year that holds 365 blank pages for us to fill with more splashes and lives saved!

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

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USSSA OFFERING YOU MORE

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BY LISA M. ZARDA, CAE, CNAP

As we all look to rebuild in 2021, your association is doing the same. The USSSA board of directors, in their strategic board meeting, identified the following areas of focus: • Continue to Increase Member Benefits • Determine the Need and Estimate the Scheme for the creation of a Teacher Certification Program • Gather Intelligence for the Swim School Industry We want to continue to highlight member benefits that have been shown to add value to membership in USSSA. A few to highlight include: • The free basic and discounted full feature CareerPlug account that now comes with USSSA membership that helps you recruit quality employees ($300 savings per year on the full feature upgrade for one school location); • 30% off your Constant Contact subscription ($702 in annual savings on the Email Plus Plan); and • CPO Certification Course offered to USSSA members at $275 per person, discounted from $350 ($75 savings on each certification).

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As you can see, depending on the services you utilize, you can more than pay for your annual membership dues by taking advantage of USSSA member offers.

A certification program for instructors is in the research stage right now. Before we commit resources for the development of a program, we want to ensure it would be a program that meets the needs of our members and would actually make you want to purchase and participate. We have developed a task force to conduct research and testing with our members to make the best decision moving forward. We have been reaching out to members to gather data and will continue to do so as we explore what we don’t know about what our members need for training and certification.

This past year has taught us that there is a place for USSSA to assist members in outreach to their local and state governments. And those officials need education about drowning prevention and the learn to swim industry. In the coming year we will continue to develop and look for ways to gather information as well as provide opportunities for members to use that information to demonstrate their expertise within their

local markets. Together we can each do our part to educate our local communities, rebuild our business and save lives.

Another way to help your community feel safer in your facility is to leverage our We C.A.R.E. program introduced in 2020 but yet to meet its full potential.

We would love to see all owner members complete a background check on themselves at renewal or when joining USSSA. Why you might ask? So you can demonstrate your level to commitment to creating the safest environment possible for your swimmers. Once your background check is completed you will receive a mini-marketing toolkit so you can share with your community and families: We C.A.R.E., a campaign that highlights what makes USSSA members stand out from the rest! We strive to make this an easy and painless process.

Further details on the process, background check process are available on our website, usswimschools.org/ safety-faq.

I am hopeful for a year where we can all work together to rebuild, highlighting the silver linings that came out of 2020, while reaching to come out even stronger because of it.

LEARNING TO SWIM DEEMED ESSENTIAL IN CALIFORNIA USSSA BLOG | VISIT USSWIMSCHOOLS.ORG/BLOG

We are pleased to announce that drowning prevention classes, including swim lessons have been deemed essential by the California Department of Public Health (CDPH).

“Drowning prevention classes, including swim lessons with certified instructors, are permitted in indoor and outdoor swimming pools in all tiers, as they are deemed essential.” [1] This designation will help greatly in the continued mission to prevent drownings in the state of California. Learning to swim, as part of a multilayer drowning prevention plan, is a critical tool as demonstrated by a study conducted in 2009 showing formal swim lessons between the ages of 1 and 4 can help reduce the risk of drowning by 88%.[2] Each year in California literally hundreds of children suffer drowning incidents, and for every fatal drowning there are five other drowning incidents ending in resuscitation of the drowning victim that then results in brain injury due to hypoxia.

We understand and accept the fact that the COVID-19 pandemic requires the state and local health departments to be vigilant for all of us, to flatten the curve and prevent the continuation of COVID’s hold on the landscape. Leaders and partners in the drowning prevention community, including the California Coalition for Children’s Safety and

Health (CCCSH) leadership agree that drowning prevention is just as important and can be done safely, even during this pandemic. Drowning is the leading cause of unintentional death for the one to four-year-old population, and one of the leading causes of unintentional death for the teen and youth population.[3] As we work together to reduce the spread of COVID-19, we must also continue to carry out public health activities that prevent children from dying or being permanently harmed by preventable unintentional injuries such as drowning. We cannot and should not ignore the importance of drowning prevention as an essential public health need and we applaud leadership at the CADPH for recognizing this and deeming drowning prevention, including swim lessons as essential.

Our plan is to work with our volunteers and experts to continue to educate leadership in other states to follow suit, make drowning prevention, including learning to swim, essential in every state in the country.

USSSA has developed tools and resources to make learning to swim as safe as possible during COVID-19, including:

to open and continue to provide critical water safety and drowning prevention for children while maintaining everyone’s health and safety.

• Surveys of USSSA member swim schools operating across the country, with our most recent survey showing nearly 44,600 students and staff participating in swim lessons for an average of three months with no COVID-19 transmissions to students in the facility, thus demonstrating that the numerous health and safety mea sures put in place by swim schools are working.

• Uncovering important information from industry experts on the ways ventilation for indoor pools are far superior at minimizing virus transmission than most indoor spaces.

References [1] https://covid19.ca.gov/stay-home-except-foressential-needs/ [2] Association Between Swimming Lessons and Drowning in Childhood, A Case-Control Study: Ruth Brenner, et al., 2009 https://www.ncbi.nlm.nih.gov/ pmc/articles/PMC4151293/ [3] https://www.aap.org/en-us/about-the-aap/ aap-press-room/campaigns/drowning-prevention/ Pages/default.aspx

• Creation of a uniform manual, USSSA Action Plan 2.1, based on the Center for Disease Control (CDC) protocols to provide guidance for swim schools

USSWIMSCHOOLS.ORG | 7

SMALL BUSINESS: DEDUCTIONS FOR CHARITABLE GIVING Tax breaks for charitable giving aren’t limited to individuals, your small business can benefit as well.

If you own a small to medium-size business and are committed to giving back to the community through charitable giving, here’s what you should know.

1. Verify that the Organization is a Qualified Charity Once you’ve identified a charity, you’ll need to make sure it is a qualified charitable organization under the IRS. Qualified organizations must meet specific requirements as well as IRS criteria and are often referred to as 501(c)(3) organizations. Note that not all tax-exempt organizations are 501(c)(3) status, however.

There are two ways to verify whether a charity is qualified: • Use the IRS online search tool; or • Ask the charity to send you a copy of their IRS determination letter confirming their exempt status.

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BY SEAN DEVER SEAN DEVER CPA & ASSOCIATES

2. Make Sure the Deduction is Eligible Not all deductions are created equal.

In order to take the deduction on a tax return, you need to make sure it qualifies. Charitable giving includes the following: cash donations, sponsorship of local charity events, in-kind contributions such as property such as inventory or equipment.

Lobbying. A 501(c)(3) organization may engage in some lobbying, but too much lobbying activity risks the loss of its tax-exempt status. As such, you cannot claim a charitable deduction (or business expense) for amounts paid to an organization if both of the following apply: • The organization conducts lobbying activities on matters of direct financial interest to your business.

• A principal purpose of your contribution is to avoid the rules discussed earlier that prohibit a business deduction for lobbying expenses.

Further, if a tax-exempt organization, other than a section 501(c)(3) organization, provides you with a notice on the part of dues that is allocable to nondeductible lobbying and political expenses, you cannot deduct that part of the dues.

3. Understand the Limitations Sole proprietors, partners in a partnership, or shareholders in an S-corporation may be able to deduct charitable contributions made by their business on Schedule A (Form 1040). Corporations (other than S-corporations) can deduct charitable contributions on their income tax returns, subject to limitations.

Cash payments to an organization, charitable or otherwise, may be deductible as business expenses if the payments are not charitable contributions or gifts and are directly related to your business.

Likewise, if the payments are charitable contributions or gifts, you cannot deduct them as business expenses.

Sole Proprietorships. As a sole proprietor (or single-member LLC), you file your business taxes using Schedule C of individual tax form 1040. Your business does not make charitable contributions separately. Charitable contributions are deducted using Schedule A, and you must itemize in order to take the deductions.

Partnerships. Partnerships do not pay income taxes. Rather, the income and expenses (including deductions for charitable contributions) are passed on to the partners on each partner’s individual Schedule K-1. If the partnership makes a charitable contribution, then each partner takes a percentage share of the deduction on his or her personal tax return. For example, if the partnership has four equal partners and donates a total of $2,000 to a qualified charitable organization in 2020, each partner can claim a $500 charitable deduction on their 2020 tax return.

A donation of cash or property reduces the value of the partnership. For example, if a partnership donates office equipment to a qualified charity, the office equipment is no longer owned by the partnership, and the total value of the partnership is reduced. Therefore, each partner’s share of the total value of the partnership is reduced accordingly.

S-Corporations. S-Corporations are similar to Partnerships, with each shareholder receiving a Schedule K-1 showing the amount of charitable contribution.

C-Corporations. Unlike sole proprietors, partnerships, and S-corporations, C-Corporations are separate entities from their owners. As such, a corporation can make charitable contributions and take deductions for those contributions.

5. Keep Good Records The types of records you must keep vary according to the type of donation (cash, non-cash, out of pocket expenses when donating your services) and the importance of keeping good records cannot be overstated.

Ask for - and make sure you receive - a letter from any organizations stating that said organization received a contribution from your business. You should also keep canceled checks, bank and credit card statements, and payroll deduction records as proof or your donation. Furthermore, the IRS requires proof of payment and an acknowledgment letter for donations of $250 or more.

Questions about charitable donations? Email me at sean@devercpa. com or visit www.devercpa.com.

Express Payroll is part of Sean Dever, CPA & Associates, an accounting firm which provides services such as: Small Business Accounting; Tax Preparation & Planning, Business Valuation, Succession Planning and Payroll Service. Sean focuses the firm’s services towards the children’s sports education industry, including swimming, gymnastics, dance and cheerleading. For more information, email sean@devercpa.com or visit www.devercpa.com.

Reprinted with permission.

4. Categorize Donations Each category of donation has its own criteria with regard to whether it’s deductible and to what extent. For example, mileage and travel expenses related to services performed for the charitable organization are deductible but the time spent on volunteering your services is not.

Here’s another example: As a board member, your duties may include hosting fundraising events. While the time you spend as a board member is not deductible, expenses related to hosting the fundraiser such as stationery for invitations and telephone costs related to the event are deductible.

Generally, you can deduct up to 50 percent of adjusted gross income.

Non-cash donations of more than $500 require completion of Form 8283, which is attached to your tax return. In addition, contributions are only deductible in the tax year in which they’re made.

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GIVING FILLS THE SOUL WITH HOPE -

A #GIVINGTUESDAY STORY Fall is the season of harvest; the traditional time of giving thanks for the fruits of our labors, whether literal fruits or the simple blessings realized throughout the year. It’s no wonder that the #GivingTuesday fundraising effort comes when it does.

In a time of turmoil unlike any other in our lifetimes, Hope Floats Foundation was overwhelmed this year by the generosity of its partners (and their supporters) during #GivingTuesday 2020. Collectively, over $51,055 was raised by and for partners of Hope Floats Foundation to help provide scholarships for swim lessons to disadvantaged children across the country. To better understand the impact, the cost of over 3,000 swimming lessons will be covered. These lessons will help save children’s lives.

They will help ensure a family never feels the deep pain of the loss of a child due to accidental drowning. Hope Floats Foundation is grateful for those who believe in its mission, especially those who create awareness and provide funding. The power of one individual is amazing. The power of collective good is omnipotent. Giving fills the soul with hope!

There are many avenues one human being can take to make a lasting, positive impact on another (or on many for that matter!) Every day there are millions of people of all ages, races, religions and varied economic status who are struggling with something truly, unimaginably difficult. Fortunately, every day there are also those people, many faceless do-gooders, who are making it their purpose to do what they can to help.

Mary Kerr, member of USSSA, Founder/Owner of Aquatic Adventures Swim School in Roanoke, Virginia and Hope Floats Foundation Partner is one such person. Her passion to raise awareness and funding for causes close to her heart is inspirational.

Like many swim school owners, Mary was a competitive swimmer year-round when she was young. She competed on teams from her elementary years through high school. Although she opted not to swim competitively in college, she was a lifeguard and taught swim lessons in her spare time. This is where Mary’s story of helping others begins.

Mary started her college career as an education major at St. Leo College outside of Tampa, Florida. When she wasn’t in class, she was lifeguarding, coaching and teaching kids how to swim. Mary lived in an apartment off campus and had a neighbor, Gabby, a single mother with a 2 year-old son and a 4 year-old daughter.

To help Gabby out, Mary would often babysit the kids without receiving anything in return as she knew Gabby worked hard to make ends meet. Mary recalls that Gabby had no car. She and her children had to take public transportation because the cost of having a car would take away from being able to provide for them.

Given that living in Florida meant being surrounded by water, Mary knew how important water safety and learning to swim was in that area. At the end of her sophomore year, she offered to teach Gabby’s daughter to swim for free upon her Continued on next page...

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Raised For $51,055 Scholarships!

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return to school in the fall. Sadly, she never had the opportunity. That summer, Gabby’s daughter drowned in a friend’s pool. A gate had been left open; it was an accident. Mary’s grief overcame her.

She felt as though it was her fault. “I felt I had failed her,” said Mary.

That was the moment that, for Mary, “changed what teaching swimming meant.” Mary decided as long as she was alive, she would do everything in her power to not let that happen again under her watch. Although it was not at all her fault, a passion grew from that tragic drowning incident that would transform her into a woman with meaningful will to do good.

Mary left Florida in 1990 before graduating and moved to Charlotte, North Carolina. In Charlotte, she began developing her business as an independent contractor for the Mecklenburg County Aquatic Center.

While in North Carolina, she was also a ski instructor outside of Boone in the winter. It was there that she met the head of the snowboard program, Mitch (“the love of <her> life”). They moved to Tennessee where Mary enrolled in East Tennessee State University and received a degree in Exercise Science. While attending ETSU, she continued working as the Aquatics Director for the local YMCA, which included teaching and coaching. In 1995, as swim schools were beginning to explode across the country, Mary rented pool space and started Aquatic Adventures in Johnson City, TN.

Kerr family in 2014.

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Mitch and Mary married three years after their move, lived modestly and oftentimes they struggled financially in the beginning. She promised herself she would not turn anyone away because they could not afford swim lessons.

With children in tow, the family moved just outside of Roanoke, Virginia, in 2003. There she re-opened Aquatic Adventures, first renting out space then, in 2008, owning her own. However, the combination of giving away unlimited free lessons to families in need, combined with increased overhead expenses was too much and Mary realized she could not keep up with the promise she had made. She was losing money at a rate faster than she was making it. She knew she had to do something. She started her own non-profit in order to be able to provide swim lessons at Aquatic Adventures to disadvantaged kids and children with special needs. Mary recalls thinking it would be a sure-fire way to help her situation.

However, she soon came to understand that she had “no idea” what she was doing. “I knew nothing about running a non-profit; or about the costs and time associated with starting one and keeping up with it all,” Mary confessed. In her head, she wrangled with raising funds to support her non-profit. The cause was clear but, to her, fundraising became complicated and daunting in that she felt that she was raising money for herself, as the owner of the school. She found all of it time consuming and difficult.

In 2018, at a USSSA conference, she met Cindy Tonnesen, Founder of Hope Floats Foundation and Christy Bostic, the Executive Director. After speaking to them about the Hope Floats scholarship model, Mary knew that they had the skills and knowledge to help her provide the assistance to the kids in need in her community. Mary said, “I realized I didn’t need to do the hard work, that I could concentrate on providing the swim instruction I was trained to give, and they would do that work for me.”

Mary became a Hope Floats Partner in September of 2018.

Mary’s athleticism and passion for helping others was passed down to her four children: Meghan, Donovan, Killian and Aislinn. All of her kids, the oldest who is now 29 and the youngest is 20, have grown up in and around the pool at Aquatic Adventures and are huge advocates for water safety. Her daughters, Meghan and Aislinn, both swam competitively and loved to teach, mentor and coach. Her son Donovan, her second born, swam competitively until age 10 then decided Lacrosse was his sport. Killian, her second son and third born child, was somewhat restricted in what he could do because of Achromatopsia, a rare visual impairment he was born with.

Donovan was the only child who had an interest in partnering with his mom at Aquatic Adventures. He enjoyed being in the pool teaching lessons. He was passionate about helping people, whether adults or kids; anyone less fortunate, going through a hard time and those with disabilities. “Donovan loved working with kids most, he had a way with kids; and they just loved him.

He had a special touch,” Mary told me over the phone.

He was also an incredible asset in terms of fundraising, as he helped organize and create a faithful following for their scholarship fundraisers. “He just knew a lot of people. He seemed to know everyone,” said Mary. I could hear the pride and the sadness in her voice.

Sadly, Donovan passed away two years ago, at the age of 25, from an accidental drug overdose. Following a serious skateboarding injury while he was in high school, Donovan struggled with opiates from then on.

Mary and Donovan in Spring 2018

Enter passion number two, another cause ever so close to Mary’s heart: drug addiction, recovery and mental illness. As not to let his death be in vain, she found solace in a non-profit in her community, the Roanoke Foundation for Recovery, where she currently serves as BOD President. The mission of RFR is to eliminate the financial barrier that prevents many people from getting the help they need to begin their journey of recovery.

If you know Mary, even if only from her Facebook posts or from one long talk on the telephone with miles between you, you know she is a woman who cares deeply. She is a woman whose mission in life is doing what she can to help others, especially when it comes to drowning prevention, drug addiction and mental health. She speaks softly, but her message is loud. It carries.

Mary participated in #GivingTuesday for the first time this year. She and her Hope Floats Team raised $1,835 for scholarships at Aquatic Adventures. She is saving lives in the water with Hope Floats, and on the street with RFR. Let Mary Kerr be an inspiration to you in the year ahead. Find your passion, your “why” in 2021 and roll with it.

Share your story. When you are raising money and awareness for something you believe in with your whole heart, it’s a lot easier to do. It comes naturally, and people listen and follow when you can speak to a cause with honesty and conviction. In 2021, remember: Giving fills the soul with hope, and Hope Floats!

Be a lifesaver and Swim It Forward!

For more information about Hope Floats Foundation please email info@ hopefloats.foundation.

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HUMAN LINKS

ART – SCIENCE – MAGIC What are Human Links? How do Human Links affect learning in the water?

To answer these two questions, let’s address the success, or lack of, that teachers experience with their students; some teachers do ‘tricks’ artistically, and the students like ‘magic’, produce results. Other teachers do it scientifically, minding to neuroscience and psychomotricity, and make the ‘magic’ occur as well. Either way, even though the student might arrive crying and/or screaming, that they don’t want to enter the pool, before long the child is involved with the class; furthermore, on the way out…the child screams louder, meaning that he/she does not want to leave, even though class ended! Is it art, science or is it both? Whatever your formula, therein lies the job.

Human Links are communications that can be verbal and non-verbal. We all are used to verbal communication; however, non-verbal communication to link with a baby or with a stranger precedes, and directs their attitude in order to: “Want to: Do, Move, and soon Discover.” In the water, ‘Discover’ is the key word, and the proper way to discovery is child paced, this means: the child pulls you to do more, the teacher and/ or parent do not push the child to learn, they are assisting to discover, they protect the learner from him/herself!

Some guidelines: • Discover swimming while being careful & have the exit plan ready before entry • CAAS = Constant Attention is Active Supervision • In small craft wear Coast Guard approved vests • Fencing: barrier and gate protocols at highest safety standards • Know CPR and 1st Aid for both Pediatric and Adult

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BY ROBERT STRAUSS SWIM GYM

Perhaps we’ve used the wrong name, ‘Baby Swimming’ to describe a program that should be Aquatic Fitness for Babies and take the expectation away!

Instead think of unconditional help, guaranteeing success in the activities done, so the consecution of the next breath is easy.

Practice the initial submersions together, same signal, same soft hold, with a soft voice say ‘Readyyyyy’ do the sound of the inhale close to their ear, a clean breath, “aaaaaaa…” as you assist to slide forward in the water for a predetermined distance and time. Sink them for equilibrium and softly slide them to the safety area: step, railing or wall and stay connected to ensure that the landing is successful. A successful landing includes steady footing and grip on the wall and no sniffing water on account of a loss of balance and water entering the nose, the mouth or both; upon exiting the water, we look forward to opening the mouth and taking a clean breath or several breaths, getting oxygenated from the effort made to hold breath and swim.

In the book by Martha and Magdalena Sanz, Water During Infancy, they explain that water will enrich their capacity to contemplate, observe and explore; and we continue to learn that sustained and guided aquatic adventures promote well-being, surrender pleasurable moments, favor curiosity and spontaneity which in turn, develops creativity and self-esteem.

Daniel Zylberberg, in Born to Be Born, wrote, “we will accompany the first steps of infancy and childhood!” Clearly accompany does not mean we will do it for them. Developing the ability to find opportunities, that require us to take on challenges that need us to experiment, to be aware that we might err and learn from the mistakes and in the end finally conquer.

who participate in aquatic fitness, who have heard “be careful!” dozens of times, become thinkers earlier.

The sense of touch, it´s the only sense that is able to experiment with the immediate environment… we discover temperature, texture and weight, as well as kindness or rudeness, when we touch or someone or something touches us!

It is said that it’s the only sense that doesn’t lie.

Human links are enhanced further when the teacher/parent develops the sense of empathy; to communicate with trust and positive reactions from our learners we must understand their comfort zone and offer opportunities at their level of comprehension.

Lana Whitehead, since the 1990’s, has taught the concept of Move & Learn; with this in mind we know that the child builds the walk year 1, builds the talk year 2, and builds thoughts year 3 of life… I would like to note that babies

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KNOW WHEN TO HOLD THEM

AND KNOW WHEN TO FOLD THEM Two ideas about strategy that are seemingly in contradiction MOVE FAST AND PIVOT To survive in the face of massive change, companies must be highly agile. Markets are changing, customer expectations are changing, how we run our businesses is changing… technology, organizational culture, sales approaches, work from home, customer service, economic turmoil, political upheaval, new safety protocols… it’s exhausting just to write this list.

Winners in a world turned upside down are those that can adapt most quickly.

FLEXIBILITY AND SPEED DELIVER COMPETITIVE ADVANTAGE On the other hand, focus and consistency are fundamental to effective strategic execution. Changing direction too often confuses and frustrates staff, wastes resources, and does not allow any strategy to gain traction. Trying to keep every option open means that no single option can be pursued with discipline. Change is good, but too much change is lethal.

HOW DO YOU BALANCE THESE OPPOSING IDEAS? Don’t just revel in change or embrace change…drive change. Be nimble, fast,

adaptable, and agile. Be able to turn on a dime and move in another direction when necessary. Ah, but that is the key; when it is “necessary.”

DO NOT CHANGE UNLESS THE MARKET ABSOLUTELY DEMANDS IT! Listen to your customers, watch for shifts in your industry, observe your competition, collect data, examine trends, identify patterns, and when everything points to a real need for change, make it swiftly and decisively.

BETTING ON THE FUTURE I’m not much of a gambler, but the image that comes to mind is sitting at a Las Vegas blackjack table. Do you stick with the hand you have been dealt and push in all your chips, or do you fold with the confidence that the next hand will be better? Do you bet that your current strategy is a winner, or do you abandon it in hopes that a new strategy will play out better? Or do you get up from the table and decide to play a completely different game? You’ve only got a limited number of chips, so choose wisely.

BY JOHN SPENCE USSSA 2020 VIRTUAL NATIONAL CONFERENCE KEYNOTE

For more than 23 years John Spence has traveled worldwide helping people and businesses be more successful. John is the author of five books and co-author of several more, a business consultant, workshop facilitator, keynote speaker and executive coach with a client list that includes numerous Fortune 500 firms to small businesses, professional associations and other organizations. John’s areas of expertise include: leadership, high-performance teams, managing change, organizational culture, consultative selling, strategic planning, strategy execution and the future of business. John has made a career of “Making the Very Complex…

Awesomely Simple”. Visit www.johnspence.com.

Reprinted with permission.

USSWIMSCHOOLS.ORG | 17

YEAR IN REVIEW FROM

STOP DROWNING NOW Expressing gratitude to members, donors, supporters and other partners is the essential work of any non-profit. While this is important every year, it is especially so in 2020.

This year many swim school members understandably paused or cancelled their memberships. As fellow swim school owners, we know and relate very strongly to this decision. We thank each of you and know we will see you return when we find out whatever our “new normal” will be. We know there is no group more committed to drowning prevention than swim schools.

We especially want to thank those extraordinary members who chose to continue giving to SDN even though things have been tough. We are humbled by your willingness to support our work even when it is most uncomfortable for you. We are most grateful and take very seriously the responsibility your generosity has extended to us.

SDN’s single greatest success in 2020 was the pioneering Stop Drowning Now Cities program. SDN Cities is community leadership-based in which a town or city delivers SDN programming to their citizens. Inaugural California cities in this program include Aliso Viejo and Irvine with 4 other Orange County CA cities in progress. These successes are the culmination of many years of groundwork by Johnny Johnson, with Dan Berzansky bringing in the first members from the Orange County Drowning Prevention Task Force.

Another fulfilling success for SDN in 2020 was the development of a Google Ads campaign that effectively reaches people when searching for drowning prevention info on the web. Google grants up to $10,000 a month in Google Ad credits to non-profits, but it is up to the non-profit to structure and run the campaigns. With the help of Non-Profit Megaphone, SDN has been able to use the vast majority of these monthly grant credits to reach our target audience. While not cash grants, this credit helps SDN harness the world’s most important search engine to get in front of those actively seeking drowning prevention information.

As membership revenue declined, the SDN Board carefully managed down expenses. The single-largest of which was our Operations Director position held by Jackie Fielder. We dissolved the OD position to save a significant amount of your donated money, so we are prepared when the opportunity to interact with schools opens again. Sara Biskie continues to run day-to-day member services and welcomes questions and feedback.

In 2021, we hope to welcome many USSSA members back. We again thank you for your support and generosity in our mutual quest to educate to eliminate drowning.

18 | USSWIMSCHOOLS.ORG

BY DAVID GORMAN SDN BOARD OF DIRECTORS

WHEELCHAIR TO WATER: SWIMMING WITH CEREBRAL PALSY

BY SWIM ANGELFISH

Imagine moving in an environment where gravity is virtually eliminated. There are many magical properties of the water that allow physically impaired swimmers to literally BREAK FREE. Come with me as we dive deeper into four of those areas related to the properties of the water that make this possible. This article will help you understand the science behind the “magic” of the water in adaptive swim lessons: • BUOYANCY Many swimmers with neurological or muscular conditions, such as Cerebral Palsy, Traumatic Brain Injury, Genetic Disorders, or a Stroke, experience abnormal muscle tone, either tight or loose, and have difficulty moving. Some are dependent on others to help them move a lot or a little. Imagine what it would feel like to work so hard to walk. When your body is in a gravity environment, the muscle tone has to respond to hold you up so you can interact with the world. Whether you are sitting in a wheelchair

20 | USSWIMSCHOOLS.ORG

or walking with a walker or crutches, your body is continuously fighting the pull of gravity. Breaking free in the water is possible because the effects of gravity are lessened. Now you are free to move without any resistance. Buoyancy now supports you and active movement is so much easier. When you are neck-deep in the water, you are 90% supported so you only have 10% of your body weight to control. New movement options can be explored, and a tight body can unlock from its holding pattern.

As tone begins to relax, movement in larger ranges is allowed. When you lift your leg, the buoyancy provides an upward thrust toward the surface, assisting in activities such as kicking, stepping, or walking.

For the swim skill benchmark of flutter kicking, we love the FINIS Booster Fins. They are shorter, the lever arm isn’t as long as regular flippers, and they give just the right amount of feedback and assistance to the legs of a swimmer who is a little weaker and is trying to get more motion as they kick. Sometimes we want to counteract buoyancy and help our swimmers stay vertical. We use the ½ pound Sprint Aquatics Wrist Weights on the ankles to help ground the body and keep the swimmer in a vertical position to allow them to experience independent walking, as the water supports their body.

Buoyancy assists with the swim skill of a prone and supine float. These skills are foundational to progress towards more independent swimming. The upward thrust on the body that buoyancy provides also helps with movements that are important out of the water, like moving from sitting to standing. Altering the amount of support you are getting from buoyancy can make this activity much easier.

• VISCOSITY Moving in water is like moving in Jell-O or mud. This thickness is called viscosity, and you feel it with each movement you make in the water. Viscosity gives your skin considerable input and provides feedback to your central nervous system regarding where you are in space. It also slows movement down. Imagine what it is like falling on land. It is quick, with little time to react. Now, imagine this same motion in the water. It is slowed down enough to allow a person with a neurological impairment time to process what is happening and react to prevent the fall. Most individuals with physical and neurological issues are afraid of falling. Wouldn’t it be wonderful for them to practice controlling this motion in the pool where they are supported, and the movement is slowed down, so they don’t have to be afraid of getting hurt? It is liberating for them to begin to reduce the anxiety and fear of falling by teaching them how to successfully control their bodies in the dynamic environment of water.

Changing directions in the water is a vital swim skill benchmark. Viscosity helps with this by providing the input needed to know where you are in space and move from one position to another. The body control that they gain in the water carries over to transitions between different surfaces or out of various positions when they are outside of the pool.

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USSWIMSCHOOLS.ORG | 21

Did you know?

• HYDROSTATIC PRESSURE This is the pressure that the water exerts all over your body as it surrounds you. The deeper you go in the water, the more the pressure increases. This pressure creates a calming effect on the body, as if you are getting a big hug. It washes away adrenaline and releases the neurochemical dopamine, calming the body. This explains why so many of us love being neck-deep in water and why it feels so good. Can you imagine how hard it is to move a body that is stiff and tight, or weak and floppy? Can you imagine the frustration and anxiety that builds up as you are exerting so much effort just to maintain an upright posture and interact with your environment? It’s exhausting!

Most of us move automatically without thinking about every movement. Individuals with motor difficulties have to think about every movement they make and exert so much energy.

The bobbing swimming skill allows swimmers to experience the feeling of being underwater where the pressure is increased and surfacing to take a big breath without the pressure. This feels so good to their bodies and even stimulates the ability for them to take deeper breaths, which in and of itself is very calming and regulating.

• TURBULENCE This is used by creating assistance from the water in a specific direction so that water is pushing against your body, helping you to achieve balance, without having to be touched. The ability to perform an independent motor activity without being touched is something individuals with motor disorders may never get to experience unless they are in the water. This movement helps generate new pathways in the brain for balance reactions. These individuals need opportunities to figure out how to move on their own since they are so used to being moved by others. Turbulence allows you to help them without touching them so that they can motor plan the action all by themselves. They cannot experience this anywhere else but in the water.

The swimming skill of a rollover, from your belly to back, is an important skill to work on using this property. You can have turbulence assist the rollover so your swimmer can perform it with greater ease and independence. This carries over to rolling when they are out of the pool, which is not only an essential skill for mobility but provides excellent sensory input.

SWIMMING AS A SOURCE OF HAPPINESS AND INDEPENDENCE Swimmers with physical limitations need you. Many times, this is their only means of aerobic exercise. Not only will you be allowing them to exercise, but you will be reinforcing so many of their therapy goals regarding strength, flexibility, and independent movement. Thanks to you they will be able to enjoy so many wonderful recreational and leisure experiences around water with their families. Adding your knowledge of the underlying reasons behind why swimming may be difficult for these swimmers and incorporating strategies to overcome the obstacles they are facing, will provide swimmers with physical limitations the opportunity to break free of these limitations in the water. Nothing can be more rewarding than that!

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The USSSA offers an online Special Abilities Training Video Library in collaboration with ASSA! You can also find the flagship educational course, Special Abilities Training, specifically designed for aquatic professionals to better understand students who may have learning challenges. The course is designed to educate the aquatic professional on how to instruct the “Special Ability” student to be successful in the aquatic environment by focusing on their abilities, while understanding their disabilities.

Take advantage of this member benefit! Visit the Member Resource Pool online.

Swim Angelfish is the global leader in adaptive swim instruction. The company creates educational resources for the needs of the world’s adaptive swim lessons and advocates for the necessity of having specifically trained instructors for this growing population. For the last 20 years Swim Angelfish has been dedicated to reducing the drowning statistics by teaching children of all abilities how to swim safely and independently. The founders, Cindy Freedman, MOTR and Ailene Tisser, MA, PT developed an adaptive swim methodology (Swim Whisperers®) specifically designed to help children with Autism, sensory and motor coordination, anxiety, trauma, or simple discomfort in the water to become safe and independent swimmers.

Reprinted with permission.

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CALENDAR OF EVENTS

FEBRUARY 2-24, 2021

USSSA SPRING WORKSHOP DEEP DIVE VIRTUAL

usswimschools.org/events

MARCH 29-APRIL 1, 2021

NDPA NATIONAL WATER SAFETY CONFERENCE VIRTUAL usswimschools.org/events

AUGUST 24-26, 2021

AUSTRALIAN SWIM SCHOOLS CONFERENCE GOLD COAST usswimschools.org/events

OCTOBER 4-6, 2021

USSSA NATIONAL CONFERENCE TAMPA, FLORIDA

usswimschools.org/events

24 | USSWIMSCHOOLS.ORG

THANK YOU ANNUAL SPONSORS

LET’S JUMP IN TOGETHER AT THE 2021 VIRTUAL SPRING WORKSHOP

BY ANNE SWANSON USSSA CONFERENCE & MEETING COORDINATOR

Join us for the Spring Workshop Deep Dive taking place virtually throughout February. Plan on an exciting experience and set your swim school up for a strong and successful year!

Kicking off with 4 topics and a 1-hour webinar hosted by a topic expert.

Later that same week, you’ll have the opportunity to virtually workshop those new ideas with fellow members to help encourage real positive change for your day-to-day and come away with a real takeaway. You can sign up for all 4 courses at a discounted price of $250 or a la carte at $75 each.

HERE ARE THE 4 TOPICS: • Deep Dive Nerd Style! Step-by-Step Marketing Videos • Crisis Management • Mindfulness in the Workplace for Instructors • Diversity, Equity & Inclusion • Bonus! Exhibitor Deep Dive Showcase THERE’S MORE! ATTEND THE SPECIAL EVENT OWNER’S CIRCLE: • Exit and Succession Planning Deep Dive (February 16, 17 & 19) More details including registration coming soon at usswimschools.org/events

FREE TO ALL MEMBERS!

Exhibitor Deep Dive Showcase on February 3rd at 9AM Pacific Hear the latest from our Spring Workshop Exhibitors! You’ll discover new products and services to help your swim business grow.

All members are welcome to attend! Spring Workshop registration is not required for participation.

Register for FREE online at usswimschools.org/events

A La Carte Courses ($75) or Buy 4 for $250 Plus $100 Discount on 2021 Owner’s Circle!

USSWIMSCHOOLS.ORG | 25

TAKE CARE OF YOUR KEY ASSETS, YOUR STAFF We all can feel the toll 2020 has taken. Now, more than ever, it is important to support those people that have been by your side and are helping you to rebuild your business, your staff. USSSA is pleased to offer a unique member benefit that allows us to pool together member swim schools that want to offer mental and personal support services to their staff members. We currently have 18 swim schools signed up to offer this valuable employee benefit to their staff and household family members.

For only $8 per year, per staff member you can offer the benefit of mental health support as well as other personal support to your staff and their household family members. Below are highlights of the program offered through McLaughlin Young.

Once you sign up your swim school these services are confidential and free for staff and their household family members. Help is available 24/7/365 and includes up to 3 counseling calls/meetings per incident with unlimited incidents per year.

ASSESSMENT AND COUNSELING Reasons to use the MAP include marital difficulties, parenting, stress, depression, work-related concerns, alcohol and drug use/abuse, grief and loss, or preventative.

When staff and family members call the MAP, they are offered up to 3 face-to-face, telephonic, or virtual counseling sessions per incident in which a thorough assessment can be conducted by a licensed, experienced clinician in their area. MAP is short-term, solution-focused therapy so not all issues will be resolved within the MAP model and may need to be referred to other resources.

26 | USSWIMSCHOOLS.ORG

BY LISA ZARDA EXECUTIVE DIRECTOR US SWIM SCHOOL ASSOCIATION

Online Services • English and Spanish sites available • 7 content divisions: Parenting, Aging, Balancing, Thriving, Living, Working, and International • Monthly Online Seminars with certificates of completion •

Searchable databases and resource links for childcare providers, elder care and related services, adoption resources, attorneys, certified financial planners, pet sitting, private and public high schools and colleges, and volunteer opportunities

• Over 100 streaming audio files and 100 video files covering a range of health topics • Savings Center: discount shopping program offering up to 25% discounts on name-brand items • Relocation Center: an interactive program that allows users to preview communities across the U.S. Legal Services • Free telephonic legal advice • Free 30-minute appointment for legal consultation with a local attorney • In most cases, 25% discount on ongoing legal services • Legal forms available to download (such as wills, request for death certificate, etc.)

• Online legal encyclopedia • Does not cover disputes or actions involving employer, MAP or business issues Financial Services • Free financial counseling appointments • Issues addressed include bankruptcy, budgeting, buying a home, college savings, retirement planning • Educational materials and financial worksheets provided prior to appointments • 40 financial calculators available online • ID theft recovery through credit monitoring • Discounted credit reports Again, all of this is available for $8 per year, per person for USSSA members that opt in and pay for this service for their staff. Once in the program, staff and their household family members can access all the benefits of the program.

If you would like to add this benefit for your staff members, please contact Lisa Zarda at lisa@usswimschools.org with the number of staff members and if you prefer quarterly or annual billing for this service. We will get you set up and share onboarding support including a pre-recorded webinar, marketing tools to promote the benefit to your staff and access to the online portal for additional resources.

USSWIMSCHOOLS.ORG | 27

WHAT THE ECONOMICS FROM THE PAST CAN OFFER SWIM SCHOOL OWNERS AS YOU PLAN FOR THE FUTURE “Prediction is very difficult especially if it’s about the future.”

– NIELS BOHR, NOBEL PRIZE PHYSICIST

BY KENNETH J. ZARDA

28 | USSWIMSCHOOLS.ORG

Over recent months I have heard the phrase, “This has likely changed how we act in the future.” It’s really a silly, simplistic phrase, as change is inevitable.

The real question is, “How does what I am experiencing change what I believed would occur in the future?” As an economist, I wondered what economic outcome resulted from the previous pandemics? There were two major pandemics that dramatically altered human history. The first, the Black Death (1348-1351) with an estimated death toll of 62 million, or one third of Europe’s population, and the Influenza Epidemic of 1918-1919 (sometimes referred to as the “Spanish Flu”) with a death toll of 50-100 million worldwide. The Black Death was more than 650 years ago, and there is scant economic data from that period. Yet, the fact that most of us are aware of it, should tell you the human toll of the catastrophic event. The Influenza Pandemic of 1918-1919 though does give us some useful economic hints in which we can factor into our business models as we plan for the future.

The 1920s is often referred to as the “Roaring Twenties.” I think the social dynamics (Prohibition, Women’s Suffrage and increased urbanization) of the period are more of the “roaring” part than the economics of the period.

Debt loads, particularly on farmers, would have dramatic effects in the 1930s. In the period shortly after the pandemic (spring of 1919) economic activity rose sharply, likely an effect of pent-up demand. Unfortunately, by January of 1920, the United States fell into a recession that would last eighteen months. In fact, business closures would peak in the first quarter of 1921, nearly a year after the end of the pandemic. Our questions need to be, “Why did that occur?” and “How should that influence my decisions now?”

Let’s explore, “Why did that occur?”

During the pandemic, demand for goods and services decreased because of government closures and fear of the flu. Businesses hoping to ride out the storm went into debt. Once the pandemic had passed, consumers returned and revived economic activity.

For business owners during this period there must have been a sigh of relief, for increased debt loads mean increased

payments. But after the initial spurt of activity, consumers pulled back. The culprit here was likely a decline in business spending. Let me explain, this was a society who had passed through a world war and a global pandemic.

During the world war, businesses invested in capital (capital in economic terms are the tools used to make goods and services, basically items that increase productivity). During the war, productivity would be ramped up. When the war ended the question would quickly become, “How much capital investment will the company need?”

The pandemic would slam them shortly after the war ends. Now most business owners have switched to survival mode, again making few capital investments.

This lack of spending would slow the economy down. Unfortunately, this left many businesses in the lurch and unable to make payments, explaining the rise in business closures well after the pandemic. As the 1920s moved forward, economic growth returned and stayed strong until the last year of the decade.

As business owners what can we draw from this period of time? I am pretty confident we will see a spurt of economic activity shortly after the end of the COVID-19 pandemic. But in the mid to long term we face some uncertainties.

The million-dollar question, will this affect consumer demand? Unfortunately, I am pretty certain there will be a drag on the economy. Many state and local governments are running significant budget deficits as tax revenues are down considerably. Most states are not allowed to run budget deficits so it is likely there will be budgetary cuts and tax hikes. This will hold down wages and disposable income. As swim school owners we know that learning to swim is a necessary skill, a life-saving skill.

We need to be aware consumer demand for services will be tempered due to the economic realities for American families. I believe it will be important to be explicit in the benefits of learning to swim for children in order to convince parents to spend their more limited discretionary income at your swim school. Another avenue to pursue with your families is explaining how your small business benefits the community.

Emphasize the outreach services and donations you make to the community.

Explain how your business is vital to the neighborhood. Making your families feel that not only are they giving their children a necessary skill but helping their neighborhood grow.

As wages stagnate, I assure you there will be increased efforts to raise the minimum wage. Geography and even political affiliation seem to have little effect on slowing down the push to raise the minimum wage. We have seen states from Florida to Arizona all raise the minimum wage in the last four years. This trend will continue.

The common call is for $15 dollars per hour. The reality is simple, expect your labor costs to grow. Use a sharp eye to determine what aspects of your business could be trimmed, especially if it is labor intensive. Ask yourself what aspects of the business can be automated. When weighing the cost of any investments to reduce labor cost, look at current labor costs and assume consistent growth.

Look at the last 3-5 years of labor costs and calculate how much your labor costs have increased. My suspicion is that you will be surprised by how much those costs have grown.

Political realities such as excessive partisanship will likely limit the effectiveness of government. This is clearly visible as the parties debated the stimulus package. A much larger package was discussed in August but it was held up by election year politics.

The trimmed down stimulus continues jobless claims of $300 a week, a $600 one-time payment (adjusted lower for those who earn $75,000 or more), continuation of the Paycheck Protection Plan, and $20 billion in small business grants.

Another political uncertainty will be with the incoming Biden Administration.

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USSWIMSCHOOLS.ORG | 29

are willing to wait. Knowing this gives us options. Educate yourself. Are the neighborhood retail rates in decline? Is the owner/developer overextended?

Contact a commercial real estate broker.

They should be able to help you answer these questions. Knowing those facts will assist you should you want to renegotiate your lease or expand your swim school.

The COVID-19 Pandemic has had devastating consequences on the United States. The death toll in the US has surpassed 300,000 and is still expected to grow. Estimates suggest that the pandemic has cost a staggering $16 trillion (roughly 72% of the gross domestic product) and reduced the total output of the US economy in the second quarter by one third. As humans we tend to get caught up in the moment. We see those numbers and we honestly don’t know what to make of them. What it requires us to do is to take the situation apart. Look at the trends, plan, prepare, and implement. It’s not prediction that sets someone on the path to success, it’s planning. Or as Alan Lakein says, “Planning is bringing the future into the present so that you can do something about it now.”

While President Elect Biden’s nomination of Janet Yellen for Treasury Secretary is viewed as pro-business (hinting at a moderate business agenda). We can assume there will likely be an increase in regulations. Expect to see these regulations regarding health, employee protections, and environmental protections. The regulations will increase costs for businesses. There are a couple of avenues which will be open to the savvy swim school owner. We know where the regulations will likely come from. Are there measures we can adopt which may further protect employees while on the job? Some insurance companies will send risk management specialists to businesses who can help identify areas that may save you costs in the future.

Pay attention to your equipment. Swim schools use a lot of water and energy.

This means the equipment you use will come under scrutiny. Identify which equipment you think may need to be changed if increased efficiencies are required in electricity and water. Which equipment replaced will give you the best return and begin the plans of swapping it out. Beating the replacement curve, where it’s required might save you a lot of money and hassle.

The second avenue a savvy swim school owner needs to be involved in is politics. The first step is to be a registered voter. Any politician worth his salt always checks to see if the constituent is a registered voter when they themselves are contacted. We live in a society whereby we often think politics is driven

by Washington. There’s an adage we need to remind ourselves, “All politics is local.” Know your local council person, invite them to your school, build the relationships early. Work with other swim schools to build alliances to contact and inform local politicians. Express to all politicians what your goals are as a swim school. Again, emphasize that you teach a life-saving skill, emphasize how vital you are to your community, how you give back, and how you help the community grow. This is not a shortterm process but a lifelong process.

A positive note for small business owners is that commercial property costs are likely to decline in the near term. Both markets for retail and office space have been hard hit. As late as 2018, the average retail space per square foot (number of Americans divided by retail space) was 23.5 sq ft. To show how large that number is, the next two closest were Canada at 16.8 sq ft and Australia at 11.2 sq ft. What this tells us is that long before the COVID-19 pandemic there was an oversupply of retail space. Retail closures have rapidly increased since then. In 2019 retail vacancy fluctuated from 9-11.5% depending on the quarter. As of the first quarter of 2020, retail vacancy is at 20%.

For property owners and developers, it’s pretty simple, rental costs will have to decline in order to fill space. That said, a number of property owners and developers are likely to enter into bankruptcy.

This will likely complicate all property negotiations but will benefit those who

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Kenneth J. Zarda is a high school AP government and AP macroeconomics teacher in Scottsdale, AZ. He holds a B.A. in political science from the University of Wisconsin-Milwaukee and a Master’s Degree in Economics and Entrepreneurship for Educators from the University of Delaware. He enjoys learning and sharing as much as he can about economics with anyone who will listen. You can direct comments or questions to kjzarda27@yahoo.com

ASK AL

BY ALVARO G. MENDOZA COMMERCIAL ENERGY SPECIALISTS, INC.

WHICH PANDEMIC-RELATED TRENDS ARE EXPECTED TO CONTINUE TO EMERGE IN 2021 AND WHICH ARE EXPECTED TO RETURN TO NORMAL?

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.

As we approach a new year, let’s all try to rediscover what normal used to be.

PHYSICAL CLEANING The Pandemic has caused leading schools to adopt new protocols in cleaning their facilities including their common areas, lockers, pool decks, pool toys, teaching aids, etc.

Facilities that provide and promote a “deep clean” of their common areas on a daily basis, along with interim cleanings, are apparently making customers much more comfortable than those that use a more haphazard approach.

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USSWIMSCHOOLS.ORG | 31

The materials used for deep cleaning have varied widely, and some treatments have indeed been very expensive. Deck and “toy” cleanings are simple enough, and have been handled using a diluted bleach solution in a pump-up sprayer, or by using a WysiWash tablet feeder that has produced certified results in several industries, while providing the convenience of a tablet.

The cleaning of the rest of the facility, has not been as simple or affordable.

Those who hired a spray-down deep cleaning specialist sometimes paid thousands of dollars for one session, making it financially impossible to rely on that strategy long-term.

Fortunately, new technologies such as Hypochlorous Acid (HOCL) solutions, (normally used at 500 PPM), emerged and allowed nightly spray-downs using a fogger or sprayer with fine misting capabilities with certified results. This same technology is being adopted by both smaller firms and international chemical companies as it uses a milder, more ecologically friendly approach. The HOCL solution does not require expert application or protective PPE gear, does not apparently damage the cleaning surfaces, and leaves no real residue.

Some organizations invested in machines that manufacture the HOCL solution out of vinegar and salt, for 3-4 cents a gallon, and reported paybacks within 3-4 months on their investments.

Others leased the HOCL machines for $650 per month to produce this solution in-house without investing upwards of $20,000 for the machines. Others paid up to $30 a gallon for HOCL solution and were still well ahead of the game versus outsourcing a deep cleaning.

Patrons are also keenly aware of being trapped in an environment with recirculated air and being potentially at risk for COVID-19 exposure. Just ask the restaurant or airline industry. So, leading swim schools have been well served by keeping their dehumidification systems serviced to keep moisture within the acceptable 58-60% relative humidity range. This will help prevent mold or expensive long-term damage to drywall, metal support structures, and windows and doors from improperly treated or stagnant air.

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Other facilities have invested in utilizing UV and Ozone to disinfect the air within the HVAC systems – inactivating airborne contaminants in seconds while making the air smell clean and sanitized.

SAFE, PROPERLY TREATED WATER Thank goodness that pool water was definitively excluded from potential COVID-19 transmission early on, or who knows what might have happened to the swim school industry.

However, SAFE water and PROOF of safe water have been key to many patrons. As a continuation of a prepandemic trend, many expect manually dosed swim school facilities, with all the peaks and valleys of treatment levels, to become a thing of the past, while fully automated facilities, complete with the latest technology become the new best practice. Systems that closely monitor their water quality parameters, digitally log their readings on a continual basis, and digitally alert their team immediately of any lapses in treatment levels are commonplace in leading swim schools today, and help assure customers that these facilities are a safer learn-to-swim environment for their children.

Also, systems with direct-reading PPM sensors (in addition to the coderequired ORP sensors) are becoming more popular in order to help provide PROOF of safety and code compliance.

Leading schools are also assuring that their UV systems are in good working order in order to help reduce chloramines and to inactivate spores, virus and bacteria (including Crypto, Giardia, Hepatitis A and E. Coli) instantly, and in a single pass. A properly maintained UV system, should be adequately sized and routinely serviced in order to provide >45 mJ dosing on a continual basis, a key level for proper disinfection.

Another emerging trend that is coming of age is in proof of testing and instantaneous distribution of testing results. These can be accomplished simply and simultaneously by utilizing an affordable and reliable digital test kit and a subscription service. A growing number of swim school owners are keeping track of actual test kit readings in real time, digitally logging test kit results, while knowing exactly when their staff tests the water, what the readings

were, and what changes (if any) need to be made in order to balance the pool water. Since these emailed alerts can be forwarded to all interested parties, even consultants and water quality support companies can stay involved and be updated on a daily basis. Using this technology, it is pretty easy to determine, even remotely, if a facility is “in control” or not.

SELF-PROMOTION OF SAFETY AND CLEANLINESS This has seemingly become more important as the pandemic has lingered, and many are convinced that customers will return more quickly if they are more confident of the standard of care provided by a swim school facility. This could be accomplished by self-promotion.

Facilities have used this “down” time to upgrade their facilities and to promote the steps they have taken to make their facilities safer for staff and patrons alike.

Facilities that automatically control their chemistry, use new monitored self-reporting test kits, utilize drinking water-grade filtration techniques, utilize UV or ozone for supplemental treatment, or have implemented powerful remote control and alert notification systems, have promoted these upgrades on their websites and have installed on-site signage that helps reassure patrons that the facility is safe.

CONCLUSION As the pandemic lingers, we are all starting to wonder if and when we will return to “normal.” But, even after some pandemic-related tasks eventually subside, there are many others who think that those tasks are here to stay.

You have the power to update and adapt your facilities to help provide these assurances. While now may not be the right time to update for some, others find that the timing might be perfect if the goal is to open up with a post-pandemic ready facility.

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

3 WAYS TO GET YOUR SWIM SCHOOL CAREER OFF TO A GREAT START IN THE NEW YEAR Photo Credit: Hubbard Family Swim School

Are you looking forward to the New Year?

I’m asking because I’ve always found this to be an exciting time of year. It feels particularly exciting after the unprecedented experiences in 2020. And though things aren’t fully back to normal (who knows if they ever will be), this is a time of year when each of us can make a fresh start. A new world lies ahead and there’s everything to play for.

Like untouched snow or turning to a fresh page in my journal.

I will be starting my year out with excitement about a project my team and I have been working hard on for months – more on that later!

BY MAY BUSCH

Continued on next page...

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But back to the start of your year…

Whether you’re off to a roaring start, feeling underwhelmed, or something in between, this is a natural time to do some thinking and planning for the year ahead. And as my father says, “chance favors the prepared mind.”

While having a strategy in place is important for achieving big goals, it can feel daunting to do that preparation.

It’s tempting to put it off until “later” or to ditch the idea altogether in favor of “winging it”. Both are suboptimal if you want to have a great year.

Since I want you to have an awesome year, I’d like to share with you some super simple ways to set yourself up for success without spending lots of time or spinning your wheels.

Here are three things you can do right now to get your career off to a great start in the new year. And you’re not alone. I’m putting these to use as well.

1. Choose Your Theme for the New Year This can be an overarching theme that will sustain you through the year, like a touchstone. For example, it could be “the year of positive thinking” or “the year of getting your degree.” Or it could be “the year of living dangerously,” which is the name of a movie.

You can also choose a set of words or phrases that really embody the theme you want to live out for the year, such as “let’s make everything simple, easy and fun this year”.

In my case, I’m going to choose “be strategic” as my theme. One of the big lessons I learned this past year was the need for my team and I to spend our time and resources strategically. I think it’s going to be a big challenge, but I can’t wait to tackle it.

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2. Identify the Three Big Wins You Want to Have During the Year The second thing to think about are your wins. In fact, I want you to predetermine and pre-select the three big wins that you want to have next year.

They can be any three things. It could be a combination of landing three new customers, passing an exam you need to pass in order to get to the next level of your career (e.g., the CFA or CPA exams), and maybe the third one is getting over your fear of public speaking by giving a big talk.

In my case, my three big wins that I’m pre-determining for the year are: (1 & 2) nailing the two big projects that my team and I have been working on for the last six months, and then (3) developing a platform that’s going to allow us to serve even more people with greater value.

So, think about what your three big wins are going to be. It’s a more energizing way of asking yourself, “what are my three big goals for the year?”

3. Decide What Investment You’re Going to Make in Yourself Think about how you’re going to invest in yourself over the course of the year.

Think about which exact things you’re going to spend your time, energy, mind-space and money on to build your foundation and make you even better in new dimensions.

For me, I’m going to reinvest in the mastermind groups that I’m part of.

Initially, I wasn’t sure I was going to re-up my investment, but now I realize these are foundational to my current success and my future success.

What are your investments going to be?

For more information about Career Mastery Kickstart Summit visit careermasterykickstart.com Registration for the Summit is free – sign up now and save your spot Set Yourself Up for Your Best Year Ever 1. Pick your theme for the year 2. Identify your three big wins 3. Decide what investment you’re going to make in yourself 4. Sign up to the Career Mastery™ Kickstart 2021 online Summit May Busch is a sought-after executive coach, speaker, advisor, author, and former COO of Morgan Stanley Europe. Her passion is helping people succeed in their career and life – to be better, do more, and make the difference they are meant to make. Find her on MayBusch.com. Reprinted with permission.

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DON’T MISS! FREE 2021 UPCOMING EVENTS

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January 4 & 18, 2021 – 9AM Pacific

Large school owners unite! Every two weeks at 9AM Pacific large swim schools will gather to discuss and strategize approaches to issues that greatly impact schools with multiple locations or have 50 or more team members (can be pre-COVID size). Learn more and register now at usswimschools.org/events.

New Webinar! Exit and Succession Planning: Why it’s not what you think and why you should prepare for it now.

January 13, 2021 – 9AM Pacific

Every owner eventually transitions from their business, whether unexpectedly or by choice.

In this session we explain why it is so important to proactively prepare for that moment and how to align your personal, financial, and business aspirations in an integrated plan.

Presented by David Bean. Save your seat at usswimschools.org/events.

On Topic Sharing Solutions: Positive Opportunities January 14, 2021 – 8:30AM Pacific

Join Sara Biskie (PRO Swim Academy) and Rose Cholewinski (SwimAmerica Davis) on January 14th at 8:30AM Pacific! I Did It My Way…positive and innovative practices learned through this pandemic. Presented by the Membership Connections Committee.

Register at usswimschools.org/events.

Small Schools Virtual New Year’s Brunch January 28, 2021 – 10AM Pacific

NEW! Virtual brunch event. Join USSSA *Small Schools as they discuss plans for 2021 and share best practices to rebuild their businesses! *Are you a small school? If you say YES, than join us! Presented by the Small Schools Committee.

Register now at usswimschools.org/events - we look forward to seeing you!

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