USSSA 2024 Spring Magazine - Ready, Set, Swim

VOLUME 35 | ISSUE 1 2024

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

Safety First and Always THE LEADER’S TOOLKIT: FOUR ESSENTIAL LEADERSHIP SKILLS FOR BUSINESS SUCCESS

Your Biggest Hiring Pain Points Solved

BUILDING A CULTURE OF LEARNING AT WORK

IN THIS ISSUE TABLE OF CONTENTS 3

Letter From the President

5 From the Desk of the Executive Director 7 The Leader’s Toolkit: Four Essential Leadership Skills for Business Success 11 Your Biggest Hiring Pain Points Solved: Advice From an Expert 15 Building a Culture of Learning at Work 19 Calendar of Events 20 How to Dramatically Increase Your Sales at Your Swim School

22 How Healthy is Your Team?

25 The Strategic Advantage: Joining a Business Association for Your Bottom Line 28 Ask Al 31 Operating a Swim School...

How is Your Peace of Mind?

34 Teach the World to Swim: The International Swim Schools Association’s Global Mission to Change the World 41 Getting to Know Your Board of Directors

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 hope this letter finds you well and your 2024 is off to a great start.

Our focus this quarter is one of our Core Values which is “Safety First and Always”.

Ensuring safety in our swim schools is not just a commitment, it’s a promise we make to our students, parents, and staff. By prioritizing safety, we create an environment where everyone can enjoy the experience of learning to swim with confidence and peace of mind. Safety should guide every aspect of our instruction and all of our business operations.

In upholding the highest standards of safety, the USSSA has a comprehensive set of Membership Standards. Below are the current standards set. As a reminder, new members that offer swim lessons have up to one year from joining to reach these standards. USSSA offers support and services to assist swim schools in reaching these standards. If you need assistance, please reach out to the office.

• Swim School Owner(s) are background checked

BUFFY FOLISE

• Background checks are performed on all staff over 18 • At least one CPR/First Aid Certified individual is in the facility during hours of operation • Lifesaving equipment and first aid supplies are easily accessible and replenished as needed (equipment may include rescue tube or ring buoy; shepherd’s crook or reaching pole; spineboard; automated external defibrillator; gloves; breathing masks) • No more than 1 to 6 ratio for beginner or intermediate swim lessons when parent is not present in the water (recommend 1 to 4 ratio or less)

I look forward to navigating the year ahead by incorporating discussions around safety, education, and growth.

Wishing each of you a year filled with success, joy, and meaningful accomplishments. Here’s to making 2024 the best year yet!

• An Emergency Action Plan (EAP) has been developed to meet the needs of your swim school • Instructors receive formal training* that should include first aid, proper supervision during swim lessons, bloodborne pathogens, abuse prevention, emergency action plans, reducing fear & anxiety, child development related to teaching swim and the importance of a positive learning environment

BUFFY FOLISE President US Swim School Association

• Provide proof of insurance for learn to swim program • Swim school ensures young children are allowed the security of having a parent or trusted caregiver in view of the swim lesson.

On a different topic, I had the privilege of attending the International Swim School Association conference in Dubai in January 2024. The conference provided a global perspective on swim education, business growth, and a variety of other topics. It was inspiring to witness the dedication of professionals from diverse backgrounds, all united in one place to share their knowledge and help others to improve their businesses. The valuable knowledge I left with gave me a deeper understanding of ways to positively impact our association as well as my own swim school. A significant highlight of my trip was participating in the Think Tank as part of the Coutts Family Scholarship. This Think Tank lead to a Swim School Accreditation for the International Swim School Association, a milestone detailed on the ISSA website. The second week was equally impactful, featuring the ISSA conference with four incredible days of speakers from Australia, Canada, Brazil, United Arab Emirates, United Kingdom, Switzerland, and Malaysia.

USSWIMSCHOOLS.ORG | 3

FROM THE DESK OF THE EXECUTIVE DIRECTOR New Certification Offers Opportunity to Instill Safety Into Swim Instructor Culture Swim schools play a crucial role in teaching people of all ages how to navigate the waters safely. Many swim schools offer a water safety week or find ways to incorporate water safety lessons in each swim lesson. These are all important tools to educate the importance of safety to the communities you serve. Swim schools now have a new opportunity to instill the message of safety in swim instruction as well. Your swim instructors can now take the Fundamental Swim Instructor Online Training that is included in the Certified Fundamental Swim Instructor (CFSI).

Recognizing the need for a standardized and comprehensive approach to the basics of swim instruction, industry leaders collaborated to create a certification tailored for swim instructors. The largest section of the course covers the topic of Instructor Standards. This section covers the following components: • • • • • • • • •

Ethics and Trauma Professionalism Harassment and Bullying Sexual Abuse Awareness and Safe Touch Sexual Abuse Reporting Diversity & Inclusion Basic Swimming Competencies Swim Class Safety Swim Skills and Development

One of the most impactful sections is the one on Swim Class Safety. In a presentation first developed by USSSA member, SwimKids, the video presentation included covers the why behind line of sight incidences in swim lessons and how to recognize your blind spots as a swim instructor in order to be better and do better in each and every lesson to keep students safer during lessons.

There are many benefits to earning a certification, from increased confidence in handling emergencies to a deeper understanding of risk assessment, instructors with this certification stand out in a competitive market. Additionally, it provides a sense of professional accomplishment, fostering a commitment to ongoing education and improvement.

For parents, the safety of their children in and around water is paramount. A swim school that invests in certified instructors sends a powerful message about its commitment to the well-being of its students. This not only attracts more clients but also builds trust and credibility within the community.

By adopting the new certification for swim instructors, swim schools contribute to raising the overall standard of safety in the industry. This not only benefits individual schools but also helps create a safer aquatic environment on a broader scale. As more schools prioritize safety in their curriculum, the entire industry becomes a safer space for learners of all ages. And remember, this certification is not a curriculum, it does not teach swim instructors how to teach. We leave that up to the programs across the country that have developed their own curriculum for their students.

Beyond the ethical considerations, investing in the new certification is a smart business decision. In an era where consumers prioritize safety and quality, a swim school that can boast certified instructors gains a competitive edge. This differentiation attracts more students, fosters positive word-of-mouth, and positions the school as a leader in the industry, while also providing consistent training and documentation in the event an incident does occur that requires proof of training of your instructors.

I hope you will consider making the CFSI a part of your comprehensive swim instructor training program. We have a video library available to answer your FAQs. Members can also get bulk discounted pricing. Learn more at https://usswimschools.org/cfsi/ or call our office with any questions.

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

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THE LEADER’S TOOLKIT: FOUR ESSENTIAL LEADERSHIP SKILLS FOR BUSINESS SUCCESS

BY JOHN SPENCE

Continuous improvement is crucial for business leaders.

It drives personal and organizational success. Focusing on just a handful of key development areas can yield significant benefits. Here are four critical areas where even modest improvements can lead to big gains.

STRATEGIC THINKING AND PLANNING: It is easy to connect the dots going backward. Effective leaders can connect the dots looking forward. They can “see around the corner” and anticipate changes before the competition does. This may be one of the most important skills for a leader to possess. To be a strong strategic thinker there are five levels that one must move through.

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• Self-Regulation: Leaders with high EI can govern their emotions and impulses, preventing them from making impulsive decisions or overreacting in stressful situations.

• Motivation: Emotionally intelligent leaders are driven by internal factors beyond money or status. They are passionate about their work, pursue goals with energy and persistence, and inspire others through their commitment.

• Empathy: The ability to understand and share the feelings of others is a hallmark of EI. This is the classic idea of putting yourself in the other person’s shoes.

• Level one is business acumen. Having a good handle on how successful businesses run. This means taking the time to study your company, your industry, and your competition. Strong strategic thinkers also explore business more broadly, examining how other companies and industries operate.

• Level two is combining that knowledge with the leader’s personal experience. It is the blending of these two areas that builds the foundation for strategic thinking.

• At level three, the leader looks at the information gathered and their personal experience and then searches for patterns. They look for anomalies in the data. Changes in consumer behavior. Fluctuations in competitive forces.

• When a pattern emerges, it leads to level four, strategic insight. It is here where successful strategies are created.

It becomes a strategic advantage if the leader can identify a pattern before the competition.

• Finally, level five is disciplined execution. Even the best strategic insights are useless if not developed into an effective strategic plan executed with discipline.

EFFECTIVE COMMUNICATION I believe most people think they are good communicators. They’re wrong.

Communication is more than just 8 | USSWIMSCHOOLS.ORG

speaking and listening. It’s the ability to be clearly understood. This includes your words, tone of voice, facial expressions, gestures, and more.

Equally as important is being an excellent, active listener. This entails removing distractions, focusing on the other person, listening carefully to their words, and observing their facial expressions and gestures. Additional listening tools include paraphrasing and summarizing to demonstrate that you were listening and verify that you understood what was being said.

Another part of being a good listener is asking great questions.

Curiosity is a valuable trait of excellent communicators. They ask their counterpart to explain things in more detail, give examples, and encourage them to continue talking.

Few people are good at monitoring and managing all of these elements.

EMOTIONAL INTELLIGENCE Emotional intelligence (EI) is a critical leadership skill that involves the ability to understand and control your own emotions, as well as recognize and influence the emotions of others. Here are the core components of EI that leaders should strive to develop: • Self-Awareness: This is the foundation of emotional intelligence.

Leaders must have a clear understanding of their emotions and the impact they have on others.

• Social Skills: These are a set of behaviors and abilities that enable individuals to interact effectively with others. Good social skills are essential for managing relationships, building networks, and navigating social complexities.

ADAPTABILITY Things change fast. I mean really fast.

To be an effective leader, you must be agile and adaptable. Skills like flexible thinking, open-mindedness, and effective problem-solving are essential.

A few of the attributes of an adaptable leader include.

• Flexible thinking: The ability to quickly learn new things and unlearn things that no longer work.

• Innovation: The willingness to experiment and test new approaches.

• Risk tolerance: with innovation comes failure. Not every experiment will turn out well. Adaptable leaders support small failures and take prudent business risks.

• Resilience: In the face of failure, this is the ability to stay optimistic and confident in your skills. Adaptable leaders do not bounce back from failure; they bounce forward.

Others could be added to this list.

However, if you excel in these five areas, you will propel yourself and your business forward.

Reprinted with permission.

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YOUR BIGGEST HIRING PAIN POINTS SOLVED: ADVICE FROM AN EXPERT Every day, CareerPlug clients reach out to our team of experts to ask what they can do to improve their hiring results. We know that for our clients who own small businesses and franchises, hiring and recruiting is just one of many responsibilities they juggle day-to-day. Our goal is to make hiring easier so they can spend less time hiring and get back to running their business.

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That’s why we have hiring and recruiting experts like Gabe Wilson. In his role as a hiring consultant, Gabe has advised hundreds of business owners and hiring managers on the strategic improvements they can make to attract more quality applicants and hire the right people.

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USSWIMSCHOOLS.ORG | 11

His advice is so helpful that he’s become a favorite resource for our clients, with one business owner writing:

“Gabe helped me to get totally started. He helped me to setup my job description, helped with the title to attract more job seekers. He helped with automation of a couple of steps, and to create a template to send emails. I had over 20 applicants the FIRST DAY!” – Mary Conrad Joe Homebuyer of Kentuckiana

CareerPlug’s Senior Content Marketing Manager Desiree Echevarria sat down with Gabe to learn more about the burning questions our clients have asked him over the years, along with the advice that’s been the most effective.

WHAT CAN I DO TO ATTRACT MORE QUALIFIED APPLICANTS TO MY OPEN ROLES? The number one concern we hear from hiring managers is a lack of qualified applicants for their open roles. It can be a stressful situation, oftentimes feeling like it’s beyond their control. Some employers believe that their only options are to spend more money to sponsor their job postings or raise their pay when they may not have the budget to do so.

But Gabe challenges employers to think about the problem differently, saying, “It doesn’t have to do with pay.

Even if you don’t offer the highest pay, you still have a great chance of landing that quality hire. You just have to take a few simple steps, and [think about] what the job seeker’s perspective is.”

Gabe’s number one piece of advice is: include your compensation in your job description. By adding a pay range, you’re making it easy for job seekers to decide if it’s worth applying. Remember

12 | USSWIMSCHOOLS.ORG

that job seekers are busy too, and if they’re presented with a choice between spending their time applying for a role that lists pay or one that doesn’t, they’re usually going to apply to the one with the pay transparency.

So the problem may not be that you’re paying enough, but that your pay is simply unknown.

Gabe’s second piece of advice: add a benefits and perks section in your job post. Some employers believe that these details are only valuable if they provide standard benefits like insurance or retirement plans. However, even if you lack these traditional benefits, it’s still worthwhile to highlight smaller perks, like fun company events or flexible working hours. It’s all about the framing – by showing off your company as an attractive place to work, job seekers will want to apply.

Gabe’s third tip: list the requirements and qualifications on your job posting.

It sounds simple, but remember to write these with the job seeker’s perspective in mind. They need to be able to envision themselves succeeding in the role before they apply.

“The thing [applicants] want to know is: am I qualified? Are they clear on what the requirements are on the job posting?” Gabe says. You want to get job seekers to a place where they can say, “Okay, if I do apply for this, it’s worth it. It’s worth my time.”

When you take the time to write an effective job description, it allows job seekers to feel more confident about your opportunity. Removing those unknowns can convert an uncertain job seeker into a candidate for the role.

DO I REALLY NEED TO LIST COMPENSATION IN THE JOB POSTING? In short: yes.

But we certainly empathize with employers who feel hesitant to list pay in the job posting. Gabe makes a great case for why pay transparency is now becoming essential to your recruiting strategy on the job boards.

Gabe says, “If you don’t have pay listed, there’s a really good chance no one will ever see the posting. That sounds dramatic and extreme, but I think it’s the truth.”

This is especially true for jobs listed in the growing number of states that have passed pay transparency laws requiring employers to disclose compensation in job ads. For example, when New York’s pay transparency law went into effect in September 2023, Indeed began removing job postings that were missing compensation information.

It’s also important to remember that applicants tend to search for jobs using filters, and oftentimes they filter their search to only show them jobs that list compensation. If your job doesn’t have pay listed, high-quality candidates could be filtering out your jobs so that they never even see them.

HOW CAN I PREVENT CANDIDATE GHOSTING AND INTERVIEW NO-SHOWS? Candidate ghosting and interview noshows can prolong the hiring process and be frustrating for employers.

According to Gabe, we need to take a step back and try to understand the root causes of disengaged candidates.

Gabe advises: “Don’t rely solely on email. Emails go to spam. I’ve heard from a lot of hiring managers that use texting with applicants first and responding before the other employers do.” Gabe says that his recommended best practice is to contact applicants within 24 hours at most – and even sooner is better.

“You can utilize some automation and get that sent out immediately within three minutes,” Gabe says. “You will be the number one employer, the first one to respond to these applicants, which gives you a really good chance [at increasing candidate engagement].”

Gabe also recommends that employers increase their interview availability to accommodate the schedules of busy candidates. Most candidates have jobs and it’s a huge commitment for them to take time off of work to go to an interview. If it’s at an inconvenient time for them, or something comes up at the last minute, they’ll often skip the interview because they just can’t make it work.

HOW SOON SHOULD I CONTACT APPLICANTS AFTER THEY APPLY? “I would say 24 hours at the most,” Gabe says. “A few hours is what I would recommend.”

But why is it so important to contact candidates ASAP? “If an applicant is moving along through the hiring process and there are three interview steps and they’re on step one, maybe another company reached out earlier and they already have that applicant on step two. They’re going to take that other job because they’re going to get that offer letter first,” Gabe says.

High-quality candidates will always have the freedom to be picky about where they want to work, and by moving them through the hiring process as quickly as possible, you’re signaling to them that you’re extremely interested and value what they bring to the table more than other employers do.

Luckily, there are tools that can help you move quickly with your top candidates. Using an applicant tracking system like CareerPlug can automate all of this instant candidate communication so that busy hiring

managers don’t need to be glued to their phones all day.

Desiree shares her own experience using CareerPlug’s automations: “If you’re already a CareerPlug client, you can just automate this part of the hiring process. Set up Autopilot and you don’t even have to think about it. I’ve used it before and it contacts candidates immediately for me.”

To learn more about CareerPlug’s hiring automations like Autopilot, schedule a demo today.

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HOW DO I GET TO THE TOP OF THE SEARCH RESULTS ON JOB BOARDS? Gabe says that while employers can use job board best practices to optimize their rankings (e.g. writing better job descriptions, pay transparency), he thinks that it’s actually more important for employers to turn their attention to diversifying their applicant sources and not relying solely on the job boards as their only source for high-quality applicants in the first place.

“When it comes to how to get more visibility, I would say: 1) let’s focus on the

job description and 2) there’s different types of visibility. And that’s visibility from employee referrals, and Facebook, and social media, and some of these other sources.”

Instead of spending hundreds of dollars to promote your job board posts, you can use that money to create employer recognition incentives or bonuses for employee referrals. This not only strengthens your company culture, but also your job descriptions, allowing you to get testimonials and include the incentives in your job posts, leading to employee retention.

CONCLUSION Gabe Wilson’s expert insights have one overarching theme: it’s important to view your hiring practices from the perspective of the job seeker. Be courteous and respect their time and effort. Taking those small steps like reaching out quickly or investing more energy into writing a high-quality job description can go a long way in converting job seekers into hires.

Reprinted with Permission.

VORGEE USA | Josh Berzansky | josh@vorgeeusa.com | vorgeeusa.com

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BUILDING A CULTURE OF LEARNING AT WORK How leaders can create the psychological safety for people to constantly rethink what’s possible.

A few years ago, leaders at the Gates Foundation reached out to see if I could help them improve their culture. They already had a strong culture of performance: They hired world-class scientists and maintained excellence of execution. Their goal was to improve their learning culture, in which people have the humility to know what they don’t know and the curiosity to rethink the way they’ve always done things.

BY ADAM GRANT

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USSWIMSCHOOLS.ORG | 15

When I first arrived, people were whispering about the annual strategy reviews. It’s the time when program teams across the foundation meet with the cochairs — Bill and Melinda Gates — and the CEO to give progress reports on execution and collect feedback. Leaders were concerned that the pressure to present airtight analyses was discouraging people from taking risks. They often stuck to tried and true strategies that would make incremental progress rather than daring to undertake bold experiments that might make a bigger dent in some of the world’s most vexing problems.

The foundation of a learning culture is psychological safety — being able to take risks without fear of reprisal. Evidence shows that when teams have psychological safety, they’re more willing to acknowledge their own mistakes and figure out how to prevent them moving forward. They’re also more comfortable raising problems and exploring innovative solutions.

The standard advice for managers on building psychological safety is to model openness and inclusiveness: Ask for feedback on how you can improve, and people will feel it’s safe to take risks.

To test whether that recommendation would work, I had launched an experiment with a doctoral student, Constantinos Coutifaris. In multiple companies, we randomly assigned some managers to ask their teams for constructive criticism. Over the following week, their teams reported higher psychological safety, but as we anticipated, it didn’t last. Some managers who asked for feedback didn’t like what they heard and got defensive. Others found the feedback useless or felt helpless to act on it, which discouraged them from continuing to seek feedback and their teams from continuing to offer it.

Another group of managers took a different approach, one that had a less immediate impact in the first week but led to sustainable gains in psychological safety a full year later. Instead of asking them to seek feedback, we had randomly assigned those managers to share their past experiences with receiving feedback and their future development goals. We advised them to tell their teams about a time when they

16 | USSWIMSCHOOLS.ORG

benefited from constructive criticism and to identify the areas that they were working to improve now.

By admitting some of their imperfections out loud, managers demonstrated that they could take it — and made a public commitment to remain open to feedback. They normalized vulnerability, making their teams more comfortable opening up about their own struggles.

Their employees gave more useful feedback, because they knew where their managers were working to grow. That motivated managers to create practices to keep the door open: They started holding “ask me anything” coffee chats, opening weekly one on one meetings by asking for constructive criticism, and setting up monthly team sessions where everyone shared their development goals and progress.

Creating psychological safety can’t be an isolated episode or a task to check off on a to do list. When discussing their weaknesses, many of the managers in our experiment felt awkward and anxious at first. Many of their team members were surprised by that vulnerability and unsure of how to respond.

Some were skeptical: They thought their managers might be fishing for compliments or cherry picking comments that made them look good. It was only over time — as managers repeatedly demonstrated humility and curiosity — that the dynamic changed.

At the Gates Foundation, I wanted to go a step further. Instead of just having managers open up with their own teams about how they had previously been criticized, I wondered what would happen if senior leaders shared their experiences across the entire organization. It dawned on me that I had a memorable way to make that happen.

A few years earlier, our MBA students at Wharton had decided to create a video for their annual comedy show. It was inspired by Mean Tweets, the late night segment on Jimmy Kimmel Live! in which celebrities read cruel tweets about themselves out loud. Our version was Mean Reviews, where faculty members would read harsh comments from student course evaluations. “This is possibly the worst class I’ve ever taken in my life,” one professor read, looking defeated before saying, “Fair enough.”

One of my own was “You remind me of a Muppet.”

I made it a habit to show that video in class every fall, and afterward the floodgates would open. Students seemed to be more comfortable sharing their criticisms and suggestions for improvement after seeing that, although I take my work seriously, I don’t take myself too seriously. I sent the video to Melinda Gates, asking whether she thought something similar might help with psychological safety in her organization.

She not only said yes; she challenged the entire executive leadership team to participate and volunteered to be the first to take the hot seat. Her team compiled criticisms from staff surveys, printed them on note cards, and had her react in real time in front of a camera.

She read one employee’s complaint that she was like Mary F***ing Poppins — the first time anyone could remember hearing Melinda curse — and then explained how she was working on making her imperfections more visible.

To test the impact of her presentation, we randomly assigned one group of employees to watch Melinda engage with the tough comments, a second to watch a video of her talking about the culture she wanted to create in more general terms, and a third to serve as a pure control group. The first group came away with the strongest growth mindsets — they were inspired to recognize their shortcomings and work to overcome them.

But mindsets aren’t enough to transform a culture. Although psychological safety erases the fear of challenging authority, it doesn’t necessarily motivate us to question authority in the first place.

To build a learning culture, we also need to create a specific kind of accountability — one that leads people to think again about their decisions.

In performance cultures, people are held accountable for results: Did their projects succeed or fail? But social scientists find that focusing only on outcomes makes it too easy for people to continue with ill fated courses of action.

It isn’t until a high stakes decision goes horribly wrong that people pause to reexamine their practices. Focusing on results might be good for short term performance, but it can be an obstacle to long term learning.

In learning cultures, people don’t stop keeping score. They expand the scorecard to hold others accountable for processes as well as outcomes. Even if the outcome of a decision is positive, it doesn’t necessarily qualify as a success.

If the process was shallow, you were lucky. If the decision process was deep, you can count it as an improvement: You’ve discovered a better practice. If the outcome is negative, it’s a failure only if the decision process was shallow.

If the result was negative but you evaluated the decision thoroughly, you’ve run a smart experiment.

The ideal time to run those experiments is when decisions are relatively inconsequential or reversible. In too many organizations, leaders look for guarantees that the results will be favorable before testing or investing in something new. It’s the equivalent of telling Gutenberg you’d only bankroll his printing press once he had a long line of satisfied customers — or announcing to a group of HIV researchers that you’d only fund their clinical trials after their treatments worked.

Requiring proof is an enemy of progress. This is why companies like Amazon use a principle of disagree and commit.

As Jeff Bezos explained it in an annual shareholder letter, instead of demanding convincing results, experiments start with asking people to make bets. “Look, I know we disagree on this, but will you gamble with me on it?” The goal in a learning culture is to welcome these kinds of experiments, to make rethinking so familiar that it becomes routine and people don’t hesitate to pitch new ideas.

In performance cultures, people often become attached to best practices. The risk is that once we’ve declared a routine the best, it becomes frozen in time. We preach about its virtues and stop questioning its vices, no longer curious about where it’s imperfect and where it could improve. Organizational learning should be an ongoing activity, but best practices imply it has reached an end point. We might be better off searching for better practices.

That’s what we were after at the Gates Foundation. When Melinda and her colleagues shared their mean

reviews, some of the power distance evaporated. Afterward, employees weren’t afraid to dish it out — they knew their leaders could take it. People were less afraid to be vulnerable and more likely to reach out to senior leaders with both problems and solutions. In performance cultures, people are determined to prove themselves. But in learning cultures, people are more interested in improving themselves — and the organization around them.

Author profile: Adam Grant is an organizational psychologist at the Wharton School, the host of the TED podcast WorkLife, and the author of Think Again: The Power of Knowing What You Don’t Know.

Excerpted from Think Again, by Adam Grant, published on February 2, 2021, by Viking, an imprint of Penguin Publishing Group, a division of Penguin Random House LLC. Copyright © 2021 by Adam Grant.

Reprinted with Permission. From THINK AGAIN

by Adam Grant, published by Viking, an imprint of Penguin Random House, LLC. Copyright © 2021 by Adam Grant. https://www.penguinrandomhouse.com/ books/607660/think-again-by-adam-grant/

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FEBRUARY 29 – MARCH 1, 2024

CERTIFIED POOL AND SPA OPERATOR (CPO) COURSE VIRTUAL MARCH 6, 2024

BABY SWIMMING LESSONS: IMPACT ON INFANTS’ DEVELOPMENT AND DROWNING PREVENTION VIRTUAL MARCH 7, 2024

USSSA SMALL SCHOOLS VIRTUAL BRUNCH VIRTUAL MARCH 15, 2024

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USSWIMSCHOOLS.ORG | 19

HOW TO DRAMATICALLY INCREASE YOUR SALES AT YOUR SWIM SCHOOL. BY: CHRIS NEWMAN JR. & DAVID BUSTLE

How often has your swim school received an inquiry, only to have the prospective customer vanish without a trace? They express interest, asking about pricing, operating hours, or swim programs, and then as if by magic, they disappear. A familiar story, isn’t it?

Being left hanging is frustrating -- no one enjoys it. Many businesses simply dismiss these potential customers as “tire-kickers” and move on. But we see these situations differently. To us, these are golden opportunities waiting to be seized.

Think about it: these individuals contacted you because they were interested in your services. Although they didn’t immediately take action, they might very well be ready in the near future. Identifying interested parties is one of the most challenging aspects of marketing. These “tire-kickers” are already halfway there.

A common mistake businesses make is fixating on the “ready-to-buy” customers and overlooking those on the verge of commitment. The reality is, that a sale could be just around the corner.

Your market isn’t comprised solely of those ready to dive in today. Rather, it’s a diverse pool of potential customers, divided into several categories based on their readiness to commit.

If you’re only after the “ready-now” segment of your market, you’re competing for the smallest and most contested piece of the pie. A much larger, and arguably easier, opportunity lies in targeting all prospective customers with the same vigor.

Pursuing the “tire-kickers” increases your chances of securing their business when they’re ready, leading to a boost in sales.

20 | USSWIMSCHOOLS.ORG

Nurturing future customers is as important as catering to the present ones. Customers come and go for various reasons – they might move away, choose a different service provider, or their kids grow up. It’s important to replenish your pipeline with new opportunities, even those a few months away from signing up. It’s always better to have a waiting list than not enough customers.

But how do we turn these prospects into customers? The answer lies in listbuilding and follow-up marketing. A list is a database containing contact details of potential and existing customers.

Follow-up marketing involves sending marketing messages to these individuals through various channels.

The aim is to change your approach to marketing. Instead of focusing on immediate sales, focus on building a list of potential customers and consistently stay in touch until they commit. Establish a system for capturing the contact information of every individual who contacts you. Encourage your team to collect this information during their conversations with customers.

For instance, when a customer calls to inquire about pricing, have your team say a different script rather than just answering them with your pricing. You might say something like, “I’m happy to help you with that. I actually have a brochure that breaks down all of our pricing, and packages and has some detailed information about our programs.

I also have some videos that showcase what we do that will help you take a look at our classes. I can send that over to you.

What’s a good email for you?”

See the difference? I didn’t give them pricing. I gave them directions and asked directly for their email. Had I just told them the pricing, I might never have heard from them again. This way, I funnel them into giving me their contact information instead.

Expand on this by collecting more information from them. Offering an incentive, like a free lesson voucher, can encourage them to share their contact details. Once you have all their contact information, you have various ways of reaching them, increasing the chances your marketing message will be heard and consumed.

An extensive contact database can be a valuable asset. It can be used to generate business when sales are slow or when you need more reviews. The larger the database, the more profit it can generate.

But don’t stop at just collecting contact information. Set up a follow-up system that regularly interacts with your prospects. Some people might need a gentle nudge to make a purchase. Our lives are busy, and filled with responsibilities and distractions. Consistent follow-up helps break through the noise and keeps your business at the forefront of their minds.

According to a sales study by IBM, most sales occur after reaching out 8-12 times. Yet, 90% of people responsible for sales stop after the first contact. Regular follow-ups with your “tire-kickers” could lead to a significant increase in sales.

Although the specifics of what to send in your follow-ups is a topic for another time, you could consider emails and texts detailing program specifics, case studies, promotional offers, educational content, and more. Automated systems like our upcoming Swim Influx system can handle all of this for you, without you lifting a finger.

Don’t underestimate the value of “tire-kickers”. They could be the key to boosting your swim school’s profits.

Stay hungry, David Bustle and Chris Newman, founders of the Swim Influx marketing system, a new way to attract, retain, and maximize customers specifically for swim schools. Find out more at www.swiminflux.com

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BY MARY REILLY-MAGEE CERTIFIED EOS IMPLEMENTER

HOW HEALTHY IS YOUR TEAM? Ask yourself…

Are you running an open and honest company?

Is it safe for your team members to be honest with you and each other? Is everyone open to all honest feedback? That takes a willingness to be vulnerable, both ways.

22 | USSWIMSCHOOLS.ORG

It’s risky. You could get your feelings hurt or hurt the feelings of someone else. By taking that risk and employing that courage, you, your team, and your company could get so much better, so much faster. Are you willing to create a culture of open and honest communication?

Before you answer that, let’s define the terms.

Open means having a humble heart to hear what’s being said.

James Clear says, “The trick to viewing feedback as a gift is being more worried about having blind spots than hearing about them.”

Being open is listening to hear, rather than respond, or worse, react. This takes practice! And who hasn’t reacted defensively, at one time or another, without really hearing what was being said, by accepting it graciously and weighing what might be useful? I know I’m guilty.

And here’s the worst part: defensive people don’t grow. Which means the team is held back, walking on eggshells, tolerating bad behavior, and a lack of results because of an absence of trust in an individual, the team, or the company.

Honest is having the courage to say what needs to be said when it needs to be said.

It is bravely caring about the greater good of the organization and the team more than protecting someone from the truth or playing politics for an individual outcome.

When leaders communicate openly, it sets the tone for the entire organization, encouraging employees to share their ideas and concerns without fear. This transparency creates a culture of accountability and shared responsibility, ultimately leading to increased job satisfaction and team cohesion.

Here are some steps to take to create the open, honest, vulnerable, and, therefore, accountable, culture you want in your organization.

• LEAD BY EXAMPLE: It starts with you. Leadership sets the tone. Demonstrate open communication by being transparent about decisions, challenges, and successes.

When leaders model honesty, it encourages employees to follow suit.

• ESTABLISH CLEAR COMMUNICATION CHANNELS: Create platforms for open dialogue, such as regular team meetings and feedback sessions. In EOS, we use the Level 10 Meeting agenda and Quarterly Conversations to call out issues and share what’s working and what’s not working.

This encourages team members to voice their opinions and concerns without fear of reprisal.

• PROVIDE TRAINING AND TOOLS: Offer communication skills training to employees at all levels. This helps them express themselves clearly, listen actively, and navigate difficult conversations constructively. To help team members call out issues, we use animal kits (made up of five squishy toys) to provide a form of emotional support for brave team members.

These include:

o The Elephant – There’s an elephant in the room

o The Cow - Someone is holding on to a sacred cow

o The Bull - There’s a lot of B.S. (or a bully) in the room

o The Horse – It’s time to stop beating a dead horse

o The Squirrel - We are on a tangent • PROMOTE A FEEDBACK CULTURE: Foster an environment where feedback is not only accepted but actively sought.

Regular performance reviews and constructive feedback sessions contribute to continuous improvement. In EOS, we use the Quarterly Conversation (also known as the 5-5-5) to foster a commitment to and a ritual of mutual, consistent feedback and improvement.

• CELEBRATE SUCCESSES AND LEARN FROM FAILURES: Acknowledge achievements openly, and equally, discuss failures as opportunities for growth. This reinforces the idea that mistakes are part of the learning process and encourages a culture of continuous improvement.

• ENCOURAGE TEAM COLLABORATION: Foster a collaborative atmosphere where teams feel comfortable sharing ideas and working together. Encourage crossfunctional communication to break down silos and promote a holistic understanding of the business.

• ADDRESS CONFLICTS PROMPTLY: When conflicts arise, address them promptly and openly. Provide a platform for resolving issues, ensuring that all parties involved are given the opportunity to express their perspectives. The Issues List and Issues Solving Track (IDS) is the tool we use in EOS to help open and honest conversations happen in a timely and effective way.

• CREATE A SUPPORTIVE ENVIRONMENT: Cultivate an atmosphere where employees feel supported, both personally and professionally. This involves being aware of individual needs and providing resources for personal and career development. My favorite phrase is “Assume nothing.” Curiosity goes a long way in creating a supportive open and honest environment.

• MEASURE AND ADJUST: Regularly assess the effectiveness of communication strategies through surveys, feedback sessions, and performance indicators. Use this information to make adjustments and continuously refine the company’s approach to open and honest communication. In EOS, everyone has a measurable (a performance number that contributes to company success) and a scorecard that tells us if the team is winning the week. These numbers are objective feedback mechanisms that help team members be accountable and clear about what’s required of them.

I’ve been lucky and blessed to work with 38 companies since becoming an EOS Implementer. In all of those companies, the teams who reach their goals the fastest are the ones that work to create a safe place where the team is willing to be open, honest, and vulnerable with each other.

• EMPHASIZE TRANSPARENCY: Keep employees informed about company goals, strategies, and challenges.

Transparent reporting on financial matters and company performance builds trust and shows a commitment to openness. In EOS, this is done for the entire company through the Quarterly State of the Company Address.

USSWIMSCHOOLS.ORG | 23

REAL. SIMPLE. RESULTS.

IT’S TIME TO

GO ON OFFENSE Do you feel like you’re constantly playing defense with your business — reacting to events instead of driving them? Over 100,000 companies around the world have gone on offense by using timeless, practical EOS® Tools. The Entrepreneurial Operating System® is a complete system that helps you better prepare for obstacles and opportunities, solve issues at the root, gain more traction in your company, and charge forward with confidence.

EOS WILL HELP YOUR LEADERSHIP TEAM GET BETTER AT THREE THINGS: 1

VISION Getting everyone in your organization 100% on the same page with where you’re going, and how you plan to get there.

2

TRACTION® Instilling discipline and accountability throughout the company so that everyone executes on that vision — every day.

3

HEALTHY Helping your leaders become a more cohesive, functional, healthy team.

ARE YOU RUNNING YOUR BUSINESS OR IS IT RUNNING YOU? EOS can help you navigate common business frustrations: •

People (not all on the same page)

• Control (lack thereof) • Profit (not enough) • Hitting the ceiling • Nothing is working

PUT YOUR BUSINESS ON OFFENSE

Schedule a FREE 90 Minute Meeting with me to get started.

"Mary is invaluable. The way she has been able to cut through

MARY REILLY-MAGEE

Certified EOS Implementer®

our ‘fluff’ and help us get to the root of an issue has expedited our problem solving immensely. I appreciate her honesty

eosworldwide.com/mary-reilly-magee

about things that don’t always feel good in the moment.”

210-381-9174

mary.reilly-magee@eosworldwide.com

– ABBEY JOHNSON, DeMont Family Swim School

**Ask about the USSSA Member Discount

WWW.EOSWORLDWIDE.COM ©2003–2021 EOS. All Rights Reserved.

In the dynamic landscape of the business world, entrepreneurs are constantly seeking ways to gain a competitive edge. One oftenoverlooked avenue that can significantly impact your business and bottom line is joining a business association.

These organizations offer a myriad of benefits that extend beyond networking opportunities, providing tangible advantages that can propel your business to new heights.

THE STRATEGIC ADVANTAGE: JOINING A BUSINESS ASSOCIATION FOR YOUR BOTTOM LINE 1. **NETWORKING POWERHOUSE:** Business associations serve as a melting pot of industry professionals, creating an environment ripe for networking. Connecting with like-minded individuals, potential clients, and industry leaders opens doors to collaborations, partnerships, and valuable insights. This expanded network can lead to increased business opportunities and, ultimately, a positive impact on your bottom line.

2. **ACCESS TO INDUSTRY INSIGHTS:** Staying informed about industry trends, market fluctuations, and legislative changes is crucial for strategic decision-making. Business associations often provide members with access to exclusive industry reports, seminars, and workshops, ensuring that your business remains at the forefront of relevant developments. This insight can be a powerful tool for adapting to market changes and making informed, profitable decisions.

USSWIMSCHOOLS.ORG | 25

3. **ADVOCACY AND REPRESENTATION:** Many business associations actively advocate for their members on legislative and regulatory issues. Joining such an association ensures that your business has a voice in shaping policies that directly impact your industry. This advocacy can result in a more favorable business environment, reducing regulatory burdens and creating opportunities for growth.

4. **EDUCATIONAL RESOURCES:** Continuous learning is essential for any business looking to stay ahead. Business associations often offer educational resources, including webinars, training sessions, and access to industry experts. This ongoing education equips you with the knowledge and skills needed to adapt to market changes, enhance your business operations, and, ultimately, improve your bottom line.

5. **COLLABORATIVE OPPORTUNITIES:** Collaboration is a key driver of innovation and growth. Business associations foster an environment where members can collaborate on projects, share resources, and explore mutually beneficial opportunities. These collaborations can lead to increased efficiency, reduced costs, and expanded market reach, all of which contribute to a healthier bottom line.

In conclusion, joining a business association is a strategic move that goes beyond simple networking; it is an investment in the long-term success of your business. The diverse range of benefits, from networking opportunities to industry insights and advocacy, directly contributes to a positive impact on your bottom line. In the competitive business landscape, leveraging the power of a business association can be the catalyst your business needs for sustainable growth and prosperity.

Article about why joining a business association is beneficial” prompt. ChatGPT, February 1, 2024 version, OpenAI, chat.openai.com

26 | USSWIMSCHOOLS.ORG

ASK AL

BY ALVARO G. MENDOZA COMMERCIAL ENERGY SPECIALISTS, INC.

I KNOW THAT YOU MIGHT HAVE COVERED THIS EARLIER, BUT WE HAVE QUESTIONS ABOUT SWIMMING POOL “FILL” WATER: HOW MUCH NEEDS TO BE ADDED, HOW DO YOU SPOT THE WARNING SIGNS, WHAT’S THE IMPORTANCE OF MAINTAINING WATER LEVELS, AND HOW IMPORTANT MAINTAINING THE MIX OF NEW WATER IN A SWIM SCHOOL POOL. CAN YOU PLEASE HELP COVER SOME OF THE MAJOR POINTS?

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.

Sure thing. Water can indeed be one of the centerpieces of a successful swim school operation. If you can combine a good curriculum with well-trained instructors and crystal-clear irritant-free water, you have a winning combination for years to come.

28 | USSWIMSCHOOLS.ORG

However, water can be complicated. For something that looks clear and harmless when sitting inside a glass, it can be brutally irritating if improperly managed, potentially scaring away valuable staff and hard-earned customers at the same time.

Here are a couple of potential issues and solutions to keep in mind when managing the water in your swim school operations: MORE THAN JUST CHLORINE AND PH: The first realization is that water quality is MUCH more than just adding chlorine and pH correction chemicals. There are important items such as oxidation (ORP), water balance (whether it is aggressive or scaling), overall water chemistry (calcium, alkalinity, dilution, skin irritation, etc.) that must be considered in order to provide the best environment for your instructors and patrons.

LEARN WHAT YOU ARE DEALING WITH: The first order of business is the study of the composition of the water that you are filling your pool with. Use an 11-parameter digital test to get the best overall picture, if possible. Don’t have one? Feel free to email and arrange to send a 16 oz bottle of pool water and fill water for complementary lab analysis courtesy of your USSSA membership.

Once you get your results, the answer will be clearer…

• Low calcium and alkalinity fill water: you’ll need to add these balance chemicals on a periodic basis or change to a calcium-based chlorinator.

• High incoming combined chlorine: you’ll need to make sure your UV system is properly sized to handle the extra workload from the chloramines introduced via the water supply.

• High phosphate levels: you’ll need to add concentrated phosphate remover periodically to keep this oxidation suppressant and possible irritant under control.

• High Copper or Iron levels: you’ll need to add sequestering agents periodically to prevent the pool from staining the first time you have to shock the pool to comply with the CDC’s “code brown” protocol.

HOW MUCH WATER TO USE: Rule #1 is don’t try to save water on your pool operations or try to use specialty filters for the sake of saving water. As a rule of thumb, the swim school needs to dilute about 4-gallons per bather on a weekly basis. So, if you have 1,000 bathers a week, you’ll need to dilute about 4,000 gallons of pool water that week. If your backwash system uses 2,000 gallons, then you’ll need to supplement an additional 2,000 gallons.

If your filter backwash uses zero, then you’ll need to drain all 4,000 gallons proactively.

IRRITATION FROM LACK OF DILUTION: Not diluting enough? You’ll soon be answering complaints from instructors (first), then patrons that are experiencing skin irritation. If you drain about 1 ft of water from the pool and refill, you often will be able to stop the complaints faster, then you can keep up with the 4 gal/bather recommendation to stay out of trouble.

POOL COVERS ARE GREAT, 90% OF THE TIME: Pool covers save lots of money on your dehumidification costs, but it is best not to use them when you are trying to recover a pool from an irritation issue.

Covers lock in the heat, but also prevent some irritants from escaping into the room. Also, poor room ventilation or a non-functioning dehumidification system can contribute to irritation by helping lock in some of the irritants, preventing them from escaping.

WATER LEVEL IS CRITICAL: Your pool is designed to distribute filtered and chlorinated pool water evenly across the perimeter, BUT only if your skimmer or gutter system is being maintained at the proper level.

If your gutter water level is too high or too low, water will not be distributed homogenously. This holds true if your skimmer system water level is not properly maintained, or if your floating weir (flappers) are missing or improperly set. This small detail can make a huge difference in your pool water quality.

ORP, THE SINGLE MOST IMPORTANT WATER QUALITY VARIABLE: ORP (oxidation reduction potential) indicates the “kill power” or “potential to oxidize” of your existing oxidizer (whether chlorine, bromine, ozone, etc), INCLUDING the impact of the (3) detractors (pH, stabilizer, and chlorine demand). It is one of the most critical parameters to monitor and control 24/7/365, as it gives you constant indication of your complete water quality.

As an overview…the higher the ORP number the better, and the target range is 780 mV to 850 mV. Being able to reach that level with Chlorine of 2.0 PPM or less normally is indicative of a clean, clear, irritant-free pool. If your ORP is less than 650-700 mV, your pool is struggling, especially if it takes more than 2.0 PPM to achieve that level.

Don’t fully understand ORP? no problem. We invite you to take an DPBR-accredited online class “Understanding ORP” by accessing ces.learnupon.com, and take advantage of a 75% USSSA-discount by using the following code (USSSA-CESORP75).

CONCLUSION: Safe, attractive, irritant-free water may truly be one of the most important aspects of a successful swim school operation, and following a few important guidelines and proactively addressing any deficiencies can help you avoid costly closures and/or staff-patron irritation issues.

Please feel free to forward your questions and comments through the USSSA office, or directly to me via email at amendoza@ceswaterquality.com.

Best Regards, Alvaro G. Mendoza

USSWIMSCHOOLS.ORG | 29

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OPERATING A SWIM SCHOOL …..

HOW IS YOUR PEACE OF MIND? Just like many readers of this magazine, and as a longstanding, passionate swim industry person, I have enjoyed many of the wonderful opportunities this business offers to those who choose to participate.

A PERSONAL PERSPECTIVE BY BARB NOLAN

From forming lifelong friendships to traveling the world, there is no doubt in my mind that the swim industry has an abundance of wonderful learning and memory-making opportunities.

Continued on next page...

USSWIMSCHOOLS.ORG | 31

Swim schools have the potential to grow into amazingly big and lucrative businesses or to be smaller, equally viable family establishments. No matter which end of the spectrum you operate there is a lot in common.

The sheer number of skills and areas of “expertise” a swim teacher needs can be overwhelming if you take the time to recognize them all!

Only as I move into a different industry, and through a more distant lens, do I see the true complexities of operating a swim school.

I’m sure many of you will be familiar with anxiety-producing moments connected to the operation of a swim school: • When summer holidays come around you internally pray that you and your teachers have done enough for each student’s safety. Should you have pushed the kids more or did you push too hard? Did you educate the parents enough? Should you have added extra safety info in your latest newsletter?

• When an ambulance passes on a road heading towards your swim 32 | USSWIMSCHOOLS.ORG

school you silently tick off your safety protocols, only breathing easier as they pass your facility. We ask ourselves; Did I do everything I could to ensure everyone in my facility is safe?

• And God forbid, if a drowning is reported in your area, that mental checklist goes into overdrive.

There’s so much good and so many beautiful vibes in a swim school that we rarely stop to share or acknowledge these underlying fears we all face.

The sheer workload of keeping up with workplace health and safety best practices, not to mention the relentless training of teachers, especially for those with ever-changing casual or part-time employees, can be overwhelming.

Ask yourself; Are you doing EVERYTHING you can to bring yourself greater peace of mind?

A strong emphasis on safety education must be included. The Education Committee suggests: • Include USSSA courses in your staff training plan.

• Highlight and repeat your safety training at the beginning of your season or session start.

• Accommodate all learners by offering online options, in-house collaboration with peers, or inviting a trainer to your facility for private training.

• Offer pay incentives, USSSA discounts, or scholarships to promote training.

While magnificently rewarding, totally essential, and financially very viable, the swim school business is not an easy industry.

The Education Committee has worked hard to produce a course that covers not so much the skill of swimming but rather the finer art of teaching and the information teachers need to know to operate safely and effectively. https://my.usswimschools.org/index. php?option=com_fabric&view=register&redirect_courseid=403 We hope this resource will provide additional peace of mind to you knowing your teachers have had this extra training.

This perspective is provided by Barbara Nolan, an active member of the USSSA Education Committee.

TEACH THE WORLD TO SWIM: THE INTERNATIONAL SWIM SCHOOLS ASSOCIATION’S GLOBAL MISSION TO CHANGE THE WORLD

BY WAYNE POLLOCK

INTERNATIONAL SWIM SCHOOLS SPECTACULAR #3 – DUBAI 2024

In January 2024, the International Swim School Association (ISSA) made waves in Dubai with its third International Swim School Spectacular, ISSS#3 Dubai 2024. The event brought together delegates from 26 countries, uniting experts from both within and outside the learn-to-swim industry. This conference served as a powerful reminder of the critical importance of water safety and the need to learn to swim.

At the heart of the conference’s discussions were thought leadership on the mission of participants to provide world class, leading-edge swim school businesses, programs and teams.

34 | USSWIMSCHOOLS.ORG

OUR SOBERING REALITY – GLOBAL DROWNING STATISTICS

The discussions were underpinned by some alarming statistics: it is estimated that between 230,000 and 350,000 people drown each year, with a possibility of that number reaching as high as 500,000 when accounting for unreported cases.

To put it into perspective, this equates to up to 5 million drownings over a decade, and that if we do nothing about this global problem, the population equivalent to that of cities like Melbourne and Sydney, or entire countries like New Zealand and Finland will drown in that time! The World Health Organization (WHO) also underlines and reported to the conference that drowning ranks among the top 10 causes of death for children and young people worldwide, with children under the age of 5 at a disproportionately high risk.

Many regions that are most affected by this global issue lack the knowledge and expertise to combat it effectively.

The learn-to-swim industry has the solution, each of its swim schools and swim programs teach ‘its world’ to swim.

INTERNATIONAL SWIM SCHOOLS ASSOCIATION (ISSA)

Formed six years ago and the driver of ISSS#3, ISSA has an 8 member Executive Team supported by more than 40 Ambassadors from around the world, across 6 continents (Antarctica is the only continent currently without a need for Swim Schools!). All are active members of the industry and provide their service voluntarily.

The ISSA Executive Team is: Emily McNeill (GM – Australian Swim Schools Association), Theo Millward (UK), Tiernan Murphy (Canada), Miren Oca (USA), Aderoju Ope-Ajayi (Nigeria), Wayne Pollock (Chair - Australia), Reece Rackley (Spain/Australia), Dave Tonneson (USA),

ISSA’S PURPOSE: TEACH THE WORLD TO SWIM

During the ISSS#3 conference, ISSA proudly unveiled its new branding and its inspiring purpose statement, “Teach the World to Swim”. Alongside this statement, ISSA launched a series of ambitious goals, programs, and services aimed at tackling the global drowning epidemic.

ISSA’S PRIMARY OBJECTIVE: I MILLION MEMBERS

ISSA’s primary objective, its BHAG (Big Hairy Audacious Goal), is to create a network of 1 million members over the next decade, which will include dedicated individuals and businesses connected to at least 50 national and regional associations. This network will form a global alliance to amplify ISSA’s mission and impact.

ISSA’S PROGRAMS AND SERVICES:

1. SWIM SCHOOL ACCREDITATION One of the standout programs unveiled is the ISSA Swim School Accreditation, offering three gold star levels of achievement. This program emerged from ISSA’s Think Tank, which engaged 12 thought leaders with decades of industry experience from six continents. This intensive collaboration in Dubai from January 11 to 13 resulted in a program that sets high but achievable standards for swim schools worldwide.

Swim Schools become accredited by completing the on-line accreditation program found within the member portal of the ISSA web-site.

2. SWIM SCHOOL OPERATIONS MANUAL (TOOL KIT) The ISSA Swim School Accreditation Program is not just about accreditation, it’s about providing Swim Schools around the world with the knowledge and resources that enable them to grow and flourish offering excellent water safety and swimming programs to their communities.

The ISSA Swim School Operations Manual (Tool Kit) provides knowledge and resources that align with the ISSA Swim School Accreditation process.

3. CURRICULUM FRAMEWORK, LESSON PLANS AND ACHIEVEMENT CERTIFICATES Additionally, ISSA has developed a comprehensive Curriculum Framework, complete with Lesson Plans and Achievement Certificates for an Early Aquatics and Foundation Skills Learn to Swim Program. This resource will grow further over time and will serve as a cornerstone in delivering effective swim education.

4. TEACHER ACCREDITATION ISSA’s commitment to excellence extends to the launch of the ISSA Teacher Accreditation Program, which will provide worldclass teaching standards. Local teachers worldwide will deliver this program, combining online theory with in-water practical training.

5. SWIM SCHOOL ASSOCIATION MENTOR PROGRAM As more swim schools emerge, there will be a need to establish networks or associations that promote development and growth through vital sharing of information, knowledge, resources and industry expertise experience. The ISSA Swim School Association Mentor Program will connect individuals who embark on the mission to create new and emerging associations with those who are currently responsible for the operation of established associations.

“Being a part of The International Swim Schools Association has transformed the seemingly insurmountable challenge of offering governance and structure to swim schools in Africa into a manageable endeavor. With its newly curated accreditation & suite of resources, it can genuinely assist any swim school, anywhere, in becoming the best and delivering essential water safety and learn-to-swim services more efficiently.” - Aderoju Ope-Ajayi (Nigeria)

Continued on next page...

USSWIMSCHOOLS.ORG | 35

6. NEW WEBSITE: WORLD CLASS, MULTI-LINGUAL To bolster and connect these initiatives and its emerging global membership, ISSA launched a world-class, multilingual website. This site serves a dual purpose: disseminating key water safety messages to the public and providing an exclusive member portal. The portal will host a growing array of programs and services designed to support the overarching goal of teaching the world to swim.

“The brand new ISSA website is something the global swim school community should be proud of. Jam packed with practical resources; it enables professionals from all over the world to access world class content to help them impact their local community.” – Theo Millward (UK) A CALL TO ACTION: BECOME AN ISSA MEMBER AND JOIN THE GLOBAL NETWORK In a passionate call to action, ISSA invites individuals and businesses worldwide to join their network and become agents of change. Through this collaborative effort, ISSA aims to transform the harrowing 10-year drowning forecast and eradicate the impact of drowning from communities across the globe.

The call to action had immediate traction with many of the ISSS#3 participants and many of their network members joining ISSA. To access ISSA’s world class resources, click on the QR Code to the right and use discount code: US25 Join by Friday, March 15th and receive an immediate 25% of the joining fee.

36 | USSWIMSCHOOLS.ORG

USSSA MEMBERS ANSWER THE CALL

Of course, the USSSA and a number of its members have been supportive of ISSA since its inception. There were many USSSA members in attendance at ISSS#3 with strong representation in both the Think Tank and ISSA Executive Team. They are leading the way for further US participation in ISSA and demonstrate almost daily that together we are stronger.

ASSOCIATION PRESIDENTS NETWORK: NEW NATIONAL ASSOCIATIONS EMERGE

There was also an immediate response to start the formation of national and regional associations with conference participants from Nigeria, Madagascar and Zimbabwe forming the inaugural African Swim School Association. Supported by the new ISSA Swim School Association Mentor Program and simultaneously becoming a member of the newly formed ISSA Association Presidents Network. A network that now connects Africa, Australia, Brazil, Canada, New Zealand and USA with immediate plans to include Austria, Germany, Scandanavia, Slovakia and many more.

TEACH THE WORLD TO SWIM

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USSSA READY, SET, SWIM GETTING TO KNOW YOUR BOARD OF DIRECTORS What item on the 3 year picture are you most excited about and why?

3 YEAR PICTURE • 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 BOD • 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 • Our committees are focused, productive, and aligned with our vision • 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 CHICAGO SWIM SCHOOL “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.”

Our entire 3 year picture excites me and to pick one is super challenging. Our newly released Certification course is top-notch.

Although we are not selling as many as anticipated, I truly believe that we released this before it was needed, which means we were proactive and setting a new standard in the industry. As states move towards legislative regulation of swim lessons, many swim schools will need a certification course for their Instructors and will begin utilizing this course. I am happy that we anticipated this and are ahead of the curve.

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USSWIMSCHOOLS.ORG | 41

DEBBIE SAYERS, DOLFUN SWIM ACADEMY We are known as the Gold Star standard for swim lesson providers I will be excited and committed to say “USSSA members are the parent approved swim schools of choice”. I can imagine within three years that together, the BOD, office team, committees and members will accomplish all of the 3 year goals. When parents look for the Gold Star Standard in swim schools, they will recognize and choose a swim school that is a member of the USSSA. It is time for those outside our association to know what we know within our association, RIGHT?!. Parents will know that the USSSA member schools uphold The Standard of Excellence. Parents will know we offer the top in continuing educational resources and certifications. Parents will recognize that USSSA members are leaders with a strong and influential voice in legislation for the wellbeing of the profession, water safety and drowning prevention. Our target client is the parent. While we are teaching their greatest little gifts, we must connect with the parent, as they are the ones driving the child to swimming lessons and paying the tuition.

Let’s BE their number one CHOICE.

MELISSA TAYLOR, SMALL FISH BIG FISH SWIM SCHOOL “I am thrilled to see the United States Swim School Association (USSSA) emerge as the Gold Star standard for swim lesson providers. USSSA’s dedication to excellence and commitment to ensuring the highest quality swim lessons is truly commendable. As a member of the swim industry, having USSSA as the Gold Star benchmark will not only elevate the standards of swim schools across the nation but also provide parents and students with the confidence that they are receiving top-notch instruction. I look forward to witnessing the positive impact USSSA’s recognition will have on the entire swim community.”

ANN MARIE SUNDERHAUS, HUBBARD FAMILY SWIM SCHOOL My favorite part about the association is our members! I look forward to growing our attendees at the National and Spring Conference bringing more people and ideas together in one place. The conferences offer an amazing opportunity of personal and professional growth in and out of the meeting rooms.

LISA ZARDA, USSSA 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 have some exciting developments planned for technology and communication for USSSA this year and I love the idea of USSSA being an influential voice for learn to swim standards, water safety, and drowning prevention. Our membership is a wealth of knowledge and should be recognized as the leaders and innovators that they are in the learn to swim industry.

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ROSE CHOLEWINSKI SWIMAMERICA - DAVIS Legislation - Lawmakers are going to make swim school decisions, so we need to have a seat at the table with a strong and intentional voice with financial support from every swim school.

DAVINA LOPEZ DAVINA’S SWIM HOUSE Everything on the list is important and exciting to be working towards!

However I’m most excited to work towards being “known as the Gold Star standard for swim lesson providers” then all the above would be working together to align the association to elevate and ensure that the USSSA would be known as the GOLD star standard in the swim lesson industry.

MELISSA MCGARVEY BRITISH SWIM SCHOOL “I am excited for so many things on our list! But, overall I am really looking forward to providing our owners with resources that are relevant and timely based on what is happening in the industry of learn to swim. We have so many great contributors on our committee and the BOD so providing new, innovative ideas and ways to communicate is going to be huge for the association. Most importantly, it’s the engagement of the members of the association that will drive us forward, so never hesitate to reach out and let us know what would make a huge difference for you!”

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