UNITED STATES SWIM SCHOOL ASSOCIATION
Establishing Connections
ESTABLISHING CONNECTIONS: HOW USSSA EDUCATION BUILDS BONDS, TRUST, AND LIFELONG SKILLS
The Evolving Role of a Swim School Owner
THE TRANSPARENCYACCOUNTABILITY CONNECTION— WHY LEADERS NEED TO SHARE MORE TO EXPECT MORE
IN THIS ISSUE
The Transparency-Accountability Connection–Why Leaders Need to Share More to Expect More
Getting to Know Your Board of Directors 47 Recap: USSSA Virtual AI Seminar – Innovation Meets Swim School Success
49 Check Your Drain Covers: A Must-Do for All Pool Operators
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
Jessica Zimmer
ASSOCIATION OFFICERS
President
Buffy Folise, Chicago Swim School
Vice President
Rose Cholewinski, SwimAmerica – Davis
Treasurer
Debbie Sayers, DolFUN SWIM Academy
ASSOCIATION DIRECTORS
Susie Van Ekeren Wisconsin Swim Academy
Micha Seal Watermelon Swim
Ann Marie Sunderhaus Hubbard
Family Swim School
Melissa McGarvey British Swim School
LETTER FROM THE PRESIDENT
One of the greatest strengths of the United States Swim School Association is the incredible network of professionals who make up our community.
Dear Members of the United States Swim School Association,
One of the greatest strengths of the United States Swim School Association is the incredible network of professionals who make up our community. As members, we all bring unique skills and expertise to the table, and when we establish strong connections with one another, we create opportunities for shared growth, support, and success.
Personally, I have developed invaluable relationships with fellow swim school owners, managers, and staff. I know exactly who to call when I need financial advice, insights on pool equipment, guidance on leadership training, or even strategies for finding a new location. These connections are more than just professional resources, they are trusted friends who I can rely on in moments of need. Likewise, they know they can reach out to me for my own areas of expertise.
This is the power of connection. Each of us has strengths that can benefit others, just as others have strengths that can support us. Our association is built on the foundation of collaboration, where we uplift and empower one another to build better swim schools, stronger businesses, and a more impactful industry.
I encourage you to take the time to foster these connections. Reach out to a fellow member, attend a USSSA event, engage in discussions, and be open to both giving and receiving support. You never know when a simple conversation could lead to a solution for a challenge you’re facing or spark an idea that propels you forward in your business.
Together, we are stronger. Let’s continue to build meaningful connections that not only benefit our swim schools but also the families and communities we serve.
Looking forward to connection with all of you!
BUFFY
FOLISE President US Swim School Association
FROM THE DESK OF THE EXECUTIVE DIRECTOR
Let’s grow together!
USSSA is growing—and it’s all thanks to you! Last year, we celebrated a recordbreaking 48 new members, and when we asked how they found us, the overwhelming response was simple: they were referred by YOU—our dedicated members. This incredible growth speaks volumes about the passion, commitment, and strength of our swim school community.
At USSSA, we believe in the power of connection. We know that when passionate professionals come together, we learn more, achieve more, and make a bigger impact. That’s why we’re excited to introduce a new referral program, designed to make it easier than ever for you to invite others to be part of this thriving network.
A SIMPLE WAY TO MAKE A BIG IMPACT
To show our appreciation and help you spread the word, we’re giving you a special referral code to share with potential new members.
• Your exclusive referral code: REF100. This gives new members $100 off their firstyear membership.
• Encourage them to mention your name on their application when asked how they heard about us.
• Earn recognition & prizes! The member with the most referrals by National Conference will receive a special reward, and we’ll celebrate all successful referrers.
Who can join? Membership is open to all learn-to-swim programs, including for-profit, backyard, nonprofit, and community-based programs.
WHY USSSA? THE BENEFITS SPEAK FOR THEMSELVES
When you talk to potential new members, share what makes USSSA so valuable. Here are just a few reasons why our members love being part of this community:
• Networking & Collaboration – Connect with industry leaders, swim school owners, and instructors nationwide.
• Education & Training – Gain access to conferences, workshops, and webinars led by top professionals.
• Exclusive Resources – Stay ahead with the latest research, training materials, and best practices.
• Visibility & Growth – Increase your swim school’s reach through our online directory and marketing tools.
• Expert Support – Get guidance on marketing, safety, human resources, curriculum, and administration.
• Member-Only Discounts – Enjoy exclusive savings with USSSA sponsors and industry partners.
LET’S BUILD A STRONGER USSSA—TOGETHER
We love our community, and who better to help us grow it than you? With every referral, you’re not just expanding our network—you’re strengthening the future of the learn-to-swim industry. Start sharing today, and let’s make waves together!
LISA M. ZARDA, CAE, CNAP Executive Director US Swim School Association
RECRUITING METRICS TO TRACK TO IMPROVE YOUR HIRING PROCESS
In a job seeker’s market, attracting and hiring qualified candidates is more competitive than ever before.
As an
employer,
you may be feeling more motivated to take a closer look at your hiring process and make sure you’re competing at a high level!
Just as marketers and sales teams keep up with key performance indicators (KPIs), it’s important for employers to monitor how their recruitment efforts are doing by looking at the data. Learning how to track your recruiting metrics can help you make the necessary adjustments to your hiring process to optimize your recruitment funnel from start to finish.
This means an improved ability to hire the right people quickly.
So which numbers should you be paying attention to? And what adjustments can you make when your recruitment process isn’t meeting those performance goals?
In this blog, we’ll touch on some of the main recruiting metrics to monitor and what those metrics can tell you about your hiring process.
WHAT ARE RECRUITING METRICS?
Every year, we use hiring data from our clients to create a Recruiting Metrics Report. This report establishes benchmark data for ten different industries, and gives us a pulse on trends in the hiring landscape.
Analyzing the data can be insightful and help other businesses improve their hiring processes. Metrics like this can also be extremely useful when businesses look at their own unique data individually.
Recruiting metrics are numbers, rates, and data points that show you how your hiring process is performing. They can tell you what’s working and what’s not working in a hiring process so that you can adjust your efforts accordingly.
BY SHELBY PALMERI FARRIS CAREERPLUG
RECRUITING METRICS TO TRACK WHILE HIRING
There are countless metrics that you can track during recruitment, but here are some of the most important numbers to monitor.
Applicant
and hire sources
One important metric to keep an eye on is applicant sources. This means paying attention to where your applicants are coming from (like Indeed, Craigslist, your careers page, etc) and which sources are bringing you the best results. Keep in mind that applicant quality is more important than quantity, so not only will you want to track sources of applicants, you’ll want to track which sources are actually bringing you hires.
Our data shows that applicants that come from careers pages are 4 times more likely to be hired than those from job boards and applicants that come from custom sources (like industryspecific, niche, and local job boards) are 14 times more likely to be hired than those from a job board.
Knowing which sources are bringing you the highest quality applicants can help you focus your efforts there.
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APPLICANT CONVERSION RATES
Many employers want to know how many applicants it takes to make one hire, but that’s a tricky question to answer without looking at a few other variables. There are a few different conversion rates you’ll want to consider throughout the recruitment process from job posting to onboarding. Let’s explore those now.
Click-to-apply rate
Your applicant conversion, or click-to-apply rate, is calculated by taking the number of applicants you receive for a job divided by the number of views you receive on your job posting. You may be wondering: What’s a good click-to-apply rate? We recommend taking a look at what this rate has been in the past for your company as a benchmark for your current postings.
This number tells you how many people are abandoning your job posting without applying. If this number is high, you might consider reworking your job description to entice more job seekers to submit an application.
Here’s a video from our Senior Director of People, Natalie Morgan on creating a good job posting:
APPLICATION-TO-INTERVIEW AND INTERVIEW-TO-HIRE RATE
Many employers want to know how many applicants it takes to make one hire. But that’s a tricky question to answer without looking at a few other variables:
• The applicant-to-interview conversion rate
• The interview-to-hire conversion rate
Employers in our study received an average of 180 applicants per hire made, this is up from last year, when it took employers an average of 93 applications per hire. When we examine the hiring funnel by stage, we see that employers invited an average of just 3% of applicants to interview for their open roles, but were far more efficient later in the hiring process, converting 27% of interviews to hires.
This suggests that employers don’t necessarily need more applicants at the top of their funnels to make their hires – they just need to convert applicants to interviews and interviews to hires at slightly higher rates in order to hire effectively.
Remember, you aren’t trying to win an award for most applicants received. You just need to make the right hire for your team. Tracking your applicantto-interview and interview-to-hire rates can help you monitor how you’re doing further down the funnel.
Average days to contact
Job seekers have more options than ever before, and the speed of your hiring process matters. In fact, 37% of entry-level and hourly workers listed being hired quickly as the most important factor when job seeking.
Plus, our own original research found that an employer’s responsiveness after initially applying influenced their decision to accept an offer and is a major factor in creating a great candidate experience.
The metrics that matter here are the average time it takes to contact applicants and how long it takes to contact a candidate that you want to hire. These numbers are very important to keep track of and to improve if necessary. One way to improve your communication in the hiring process is by using text recruiting, a feature available in CareerPlug’s software. Text recruiting can not only make hiring easier, but our clients see a 32% faster time-to-hire rate with text recruiting.
Time to hire
Time to hire is an overall metric for how long it takes to complete your entire hiring process from the initial job posting to an accepted offer. This information can be useful because it can give you an idea of how long it might take to fill similar open roles in the future.
In 2023, the average time to hire was around 17 days. In 2024, it took employers even longer: around 20 days. We recommend trying to shave this number down quite a bit and making a hire within 5 days.
It’s important to have a documented and consistent hiring process to keep things moving along quickly. Still, roles that require multiple interviews, test projects, background checks, and other steps will obviously increase your time to hire.
Some ways to speed up your hiring process? Include pre-screen questions in your application to fast track higher quality candidates. Automate your interview scheduling, and use templates where possible, like when sending an offer letter or polite rejection.
IMPORTANCE OF MARKING HIRES
Once you’ve finished the recruiting process, one final step is to track your hires. If you’re using an applicant tracking system like CareerPlug, this means, marking an applicant as “hired” and moving them to the onboarding process. Monitoring your hire and termination rates help you determine your overall rate of retention—another important metric for every business owner!
Jenny Leman, President of CareerPlug shares, “Small business owners can’t afford to guess when it comes to employee turnover. Tracking hires and terminations isn’t just about keeping records—it’s about understanding the true cost of turnover and identifying opportunities to improve retention. Every lost employee represents lost productivity, hiring expenses, and training costs. By measuring hires made and turnover trends, businesses can make better decisions to strengthen culture, reduce costs, and build a more stable, engaged workforce…. thereby, improving profitability.”
The new CareerPlug Grow Plan will include a team directory where employers can track employee status including hiring and termination, giving them the ability to measure and improve employee retention rates.
TAKE ACTION
Building a great hiring process can make for smoother recruitment. Automating that process with CareerPlug can make it even easier to hire the right candidates quickly. Additionally, our software can help you and your team run detailed reports and keep track of recruiting metrics so that you can see what’s working and what’s not.
You don’t have to be a professional recruiter to analyze your recruiting metrics and improve your hiring process. Paying attention to these numbers and setting your own benchmarks can help you make the right hires even in today’s competitive market.
DISCOVER THE LATEST BOOKS THAT HAVE BEEN CREATING A BUZZ AMONG OUR MEMBERS!
SMALL GIANTS: COMPANIES THAT CHOOSE TO BE GREAT INSTEAD OF BIG BO
BURLINGHAM
This book dives into the stories of companies that intentionally chose excellence over expansion. These aren’t flashy, fast-scaling startups — they’re purpose-driven businesses that value community, craftsmanship, and culture. Burlingham takes you inside their mindset, showing how staying small can actually lead to deeper impact and long-term success.
Why it’s a great read: If you’re feeling pressured to grow for growth’s sake, this book will give you permission — and a blueprint — to build a business that reflects your values without sacrificing quality or your sanity.
THE PUMPKIN PLAN: A SIMPLE STRATEGY TO GROW A REMARKABLE BUSINESS IN ANY FIELD
MIKE MICHALOWICZ
Using a quirky analogy from pumpkin farming, Michalowicz teaches you how to identify your best clients, weed out the ones dragging you down, and focus your energy where it counts. It’s a fun, relatable read packed with practical tools to help you cut through the noise and grow strategically.
Why it’s a great read: Many small business owners try to be everything to everyone — this book helps you stop that cycle and start growing smarter, not harder.
CLOCKWORK: DESIGN YOUR BUSINESS TO RUN ITSELF
MIKE MICHALOWICZ
If you’re stuck doing everything in your business, this one’s a game-changer. Clockwork teaches you how to identify your most valuable tasks, delegate effectively, and build systems that keep things running without you. Michalowicz’s writing is super engaging and full of real-world examples.
Why it’s a great read: It helps you escape the “founder bottleneck” and create the kind of freedom most entrepreneurs dream of when they start — but rarely achieve.
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REWORK
JASON FRIED & DAVID HEINEMEIER HANSSON
This book breaks every traditional rule of business — and that’s why it works. Written by the founders of Basecamp, it’s a collection of short, bold lessons on how to simplify, focus, and build a sustainable business on your terms.
Why it’s a great read: It’s brutally honest, refreshing, and perfect for busy owners who want quick insights without fluff. Every chapter makes you rethink what’s actually necessary for success.
THE LEAN STARTUP ERIC RIES
A modern classic for anyone who wants to grow without wasting time or money. Ries introduces the concept of “validated learning” — testing ideas quickly, using real feedback, and pivoting when needed. Whether you’re launching a product or refining a service, this framework helps you stay nimble and efficient.
Why it’s a great read: Small business owners often get stuck over-planning or over-spending. This book shows you how to build something that works before you go all-in.
FIX THIS NEXT: MAKE THE VITAL CHANGE THAT WILL LEVEL UP YOUR BUSINESS
MIKE MICHALOWICZ
You’ve got 100 problems in your business — but which one actually matters right now? This book helps you cut through the chaos and identify your business’s most pressing need, based on a clear hierarchy of business priorities. It’s like a diagnostic tool for entrepreneurs.
Why it’s a great read: When you’re juggling everything, it’s easy to focus on the wrong things. This book helps you focus where it will have the biggest impact, saving time, money, and energy.
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AN INTRODUCTION TO SELLING YOUR SWIM SCHOOL
TIMING OF THE SALE
Congratulations! You’ve grown a successful business and are considering selling your swim school. Please note the information shared here is for self-education and does not replace professional advice from an attorney or accountant, it will help you prepare for a successful sale.
Prepare for the sale as early as possible, ideally one to two years ahead. This preparation allows you to improve financial records, streamline business operations, and grow your customer base. These efforts will enhance profitability, ease the buyer’s transition, and maximize your sale price.
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1. Show True Financial Performance: Buyers want a clear picture of your business’s financial health. Ensure your expense accounting is transparent, separating necessary operating costs from discretionary expenses. Work with your bookkeeper or accountant to organize records and highlight any “fat” that can be trimmed. Accurate financials will support a higher valuation.
2. Develop Your Team: Swim schools are service-based businesses, and your team is critical to their success. Ensure your staff is in the right roles, possesses strong leadership skills, and receives competitive pay and benefits. A strong, well-supported team will make your business more attractive to buyers.
3. Maintain Confidentiality: Avoid disclosing your intent to sell to employees, families, or the community during the early stages. Begin by organizing records and preparing behind the scenes to prevent disruptions.
4. Real Estate Considerations: If you own your building, decide whether to lease it to the buyer for a steady income stream. If you lease, understand how the agreement will transfer. Consult a commercial realtor and conduct research to determine property values and lease terms.
5. Organize Documentation: Use a secure cloud-based system, like Dropbox or Google Drive, to compile and organize all necessary documents. Label folders clearly and follow a Due Diligence checklist to make information easily accessible during the sale process.
EXPLORING EMPLOYEE OWNERSHIP
An alternative to selling your swim school to an external buyer is transitioning it to employee ownership. This option can ensure the legacy and culture of your business remain intact while providing long-term benefits to your team. Employee ownership not only motivates staff by giving them a stake in the company’s success but also supports business continuity.
One of our members recently transitioned their swim school to employee ownership has an article in this issue and will also be sharing their experience in an upcoming webinar. This event will provide valuable insights and guidance for swim school owners considering this path. Keep an eye on USSSA announcements for details on how to participate.
BUSINESS VALUATION
Determining your business’s worth is a critical step. A professional appraiser can evaluate your swim school’s value and provide a detailed explanation that lends credibility to your asking price. Your banker or accountant may recommend appraisers. Our sponsor, 3rd Level Consulting, also offers appraisal services.
EBITDA: A Key Metric
EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) is a primary measure of cash flow and business value. Calculate EBITDA by adding these expenses back into net income. This metric offers an objective starting point for valuation and demonstrates growth opportunities to buyers.
EBITDA Multiples
Buyers often use EBITDA multiples to determine a business’s value. Multiples vary based on revenue size, operational strength, and scalability.
FINDING A BUYER
According to SCORE, the sale process can take six months to two years. Here’s how to attract and manage potential buyers:
• Advertise broadly to reach more prospects.
• Engage with multiple potential buyers to ensure backup options.
• Pre-qualify buyers for financing before sharing sensitive information.
• Work with an accountant or lawyer to structure financing agreements.
• Stand firm on a reasonable price that reflects your swim school’s value.
• Use nondisclosure agreements (NDAs) to protect proprietary information.
LEGAL AGREEMENTS
Once you find the right buyer, you’ll sign a Letter of Intent (LOI), outlining preliminary terms. Buyers may also require a non-compete agreement, ensuring you won’t start a competing business.
DEAL BREAKERS
Identify your top priorities for the sale and ensure they are clearly outlined in the sale documents. These priorities might include retaining certain staff, a commitment to honor current client agreements, maintaining membership in the USSSA, and/or your continued involvement in the business as an employee post-sale. Defining these non-negotiables upfront helps protect your vision for the business and facilitates smoother negotiations with the buyer.
RESOURCES FOR SUPPORT
Selling a swim school is time-consuming and emotional, but professional support can ease the burden. Seek advice from SCORE, your local chamber of commerce, or other organizations such as our sponsor, 3rd Level Consulting, and seek out relevant workshops and counseling.
FINAL THOUGHTS
The process of selling your swim school may be complex, but with proper preparation and professional assistance, it can lead to a rewarding outcome. The financial freedom and time gained from completing this journey will make the effort worthwhile. Best of luck in this next chapter!
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Ready to turn swim lessons into a splash of fun?
Made with durable foam, Floatie Friends™ come in varying thicknesses to support swimmers at different learning stages.
Floatie Friends™ are hand-held swim aids that help kids relax, control their breathing, and float independently. Designed for learning, they support proper body position and make it easier for young swimmers to put their faces in the water and kick forward. Each pair includes two floats—one for each hand—providing just the right buoyancy to develop essential swimming skills with confidence and ease.
WHALE PUFFERFISH STARFISH TURTLE SHARK
LONGTIME NAPA SWIM INSTRUCTOR MARKS 50 YEARS, INVENTS FLOATING ‘FRIENDS’
BY RACHEL RASKIN-ZRIHEN NAPANEWS.COM
After half a century of teaching swimming, Tami Nixon of Napa still wants to drive home the point that preventing drowning is her main goal.
More than 400 people die from drowning in California each year, plus there are more than 1,200 non-fatal drowning incidents requiring hospitalization here annually, according to the California Water Safety Coalition.
That organization also notes that drowning is the leading cause of death for children ages 1 to 4 and the second leading cause of unintentional injury deaths for children under 14.
“ In Sacramento County, 70% of drowning deaths occur in children under 5, and California loses 75 children under 5 to drowning each year,” coalition officials say.
“Additionally, 52 children annually survive near-drowning accidents but may live with severe disabilities for the rest of their lives.”
Nixon wants to reduce those harrowing statistics.
“ It’s mostly about preventing drowning,” she said, explaining that she nearly drowned at the age of 3, and the indelible memory of that incident may have something to do with her desire to help prepare people — especially children — to be safe in and around water.
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“ I was holding on to the wall and let go and couldn’t get back up. Someone got me out,” she said.
The owner/operator of swim schools since 1989 and the developer of early childhood swim aids called Floatie Friends, Nixon, 62, said she has derived pride and satisfaction from her work since she was a child.
“ It’s the joy of teaching something that’s going to save somebody’s life,” the Bay Area native said. “I’m a teacher by nature. I love it when people ‘get’ things.”
Nixon said she started her teaching career as a 12-year-old in 1974 — 50 years ago.
With her mother’s family living in Hawaii since the late 1800s, though the family is not ethnically Hawaiian, Nixon said she considers the island culture her heritage, and it is from this she derived the name of her swim school – Makai – meaning “toward the ocean.”
“ I feel it’s my duty to honor the Hawaiian language, which was suppressed by the white colonizers who came there,” she said.
Another reason Nixon teaches swimming is that swimming is in her blood.
“ I love to swim. It’s been part of my family since birth,” she said. ”My mom’s backyard was the ocean. We went every summer, and swimming has always been a joy.”
The youngest of four siblings, Nixon said she started competitive swimming at age 4.
“ It’s what we did as a family, but I wanted to be a ballet dancer like my mom,” she said. “She’d teach me dance moves in our kitchen, and I loved to dance.”
Nixon swam competitively through high school and while in middle school started volunteering to give swim lessons at the Belmont American Red Cross, and by the age of 18, had been made pool director, even as her dance classes continued.
In addition, Nixon played soccer, relocated to Napa in 1982 after college and started working at Sunrise Montessori School.
“ I obtained my early childhood education and Montessori teaching certificate through University of California Santa Barbara, all the while still doing swim lessons in backyard pools, allowing me to utilize my Montessori teaching methodology in my swim lessons.”
This method “looks at the whole child and what they’re ready for developmentally and design the class to meet their needs mentally, physically and emotionally,” Nixon said.
“ I run my swim school this way — using the three pillars of swimming — balance and buoyancy, and breath control and propulsion — and that’s what I teach my instructors. This is how you can assess the progress of a swimmer,” she said.
Former childhood student and now manager, instructor and blog author for Makai Swim School, Ashley Harry said the school’s teaching philosophy helps turn out confident, competent swimmers.
“ My favorite part is the success stories,” Harry said. “It is so fulfilling to watch a student go from fearful and tearful at the beginning of their swim session to swimming across the pool with a big smile on their face. We’ve seen more and more students be able to do this with the help of Floatie Friends.”
Floatie Friends is a swim aid tool for children developed by Nixon that is now on the market. They are devices the student holds in each hand as opposed to wearing on their body.
The most important thing to teach a child, or anyone who can’t swim, is how to float, Nixon said.
“ Floating is the most important thing,” she said. “The only reason to move your arms and legs is to go somewhere. You also need to be able to put your face in the water.”
Like nearly everything in life, young children don’t know what they don’t know, and sometimes, what they don’t know, can literally kill them.
“ Children don’t automatically know they can’t swim,” Nixon said, adding that a small taste of what that means can help drive the lesson home. “Like riding a bike. Falling off lets them know they don’t know how to ride it. There’s a fine line between fear and confidence. You need to keep the students there.”
In the water, a child needs to be able to get to their back, Nixon said.
“ You get there by teaching the child what they can’t do,” she said. “Let them get to that place where they need help before helping them. The Floatie Friends are great for that.”
It’s one of the principles behind the creation of Floatie Friends, which Nixon said is an improvement upon the wearable water wings type of device.
“ The wearable devices place the child in the vertical drowning position,” she said. “This is how most people drown. Most people drown with the upper part of their head out of the water. That’s how you know when someone’s in trouble is they’re moving forward, lift their head up and can’t get enough air and can’t get back into a prone position.”
Floatie Friends are held in the hand, which is helpful physically and mentally for the child, Nixon said.
“ The child knows they have something in their hands to help them,” she said. “With the wearable devices, a toddler doesn’t have the mental capacity to understand that taking off the device removes the help. We all learn by experience. Learning to walk, for instance. Standing up is like floating. Moving your legs, you learn to walk. If they’re holding something in both hands, their balance improves.”
Floatie Friends are sold in pairs designed as characters named for Nixon’s children and grandchildren, starting with Henry the Humpback (whale), which are very thick with lots of buoyancy to them. “Next is slightly less supportive Penelope the puffer fish, then Maddie the starfish and then Timothy the turtle and the last being Murph the shark.”
The idea was developed from a story from Nixon’s childhood swim lessons, she said.
“ My instructor was Ray Taft, and he looked like God to me — a gentle sweet voice and a white beard and white hair. I trusted him,” she said. “If you don’t trust your teacher, they won’t be effective. He knew my fear and figured out a way to get me from point A to point B.”
Nixon and Taft were working on back floating when he gave her toys to hold in her hands — one for each hand.
“ He knew I was floating, though I didn’t know it,” she said. “He gave me two pieces of magic invisible string and I put my head back and I floated. The ‘shark’ is basically the invisible string that works with kids who aren’t buying the invisible string.”
Nixon said her career was built in stages.
After using clients’ pools, she rented a personal pool, then found private community pools that allowed her to rent them.
“ Then when one of them decided to close, so I brought my thriving swim school to Healthquest Fitness Center and set up there, where I worked for them for three years,” she said.
But, Nixon didn’t really like not having control over water temperature, teaching philosophy or anything else, so she had a pool built in her own backyard and taught swimming there for a decade.
“ Then Congregation Beth Shalom (synagogue in Napa), asked me to do lessons there, and I brought my swim school there. I’ve been renting there for nine years, operating from March through November — about 2,000 kids per year. Many are the children of former students, and that’s cool.”
Nixon said she has also provided first jobs as swim instructors to some 20 or 30 former students over the years.
Her career has brought her in contact with some celebrities, she said.
“ I taught Robin Williams’ kid in the 80s, and also other celebrities like the Mondavi kids,” she said.
Not content with teaching only swimming, Nixon is also a Pilates instructor and dance teacher, having opened her own dance studio specializing in ballet, jazz, hiphop, tap and ethnic dances like Hawaiian, Irish, and African and incorporating music, art and drama. It eventually morphed into Studio Arts Napa Valley which was sold in 2007 to another local studio, Nixon said.
But the swim school was a constant.
“ I always had two jobs – swim lessons and something else,” she said.
And it all ties together.
“ I’m 62, and I’m thinking of what I’m leaving behind,” she said. “With a good 30 years left, I have the swim school, but during COVID, I thought I’d taught a lot of kids to swim, I taught others to teach swimming, I gave a lot of people jobs. But what else can I leave behind as a legacy I can share with swim schools and families around the world?”
Answer: Floatie Friends.
Nixon said she’s used her background in kinesiology (the study of the body movement mechanics of people and animals) combined with her decades of teaching to develop Floatie Friends, one of several swim toys and teaching tool products being developed.
“ Now it’s like a new career with Floatie Friends,” she said. “I’m learning to manufacture, distribute and bring a new product to market.”
Nixon has a licensing agreement with Finis, Inc. — a global swim equipment co. — that will be manufacturing and distributing Floatie Friends globally.
The consistent theme remains the desire to reduce drownings, something she said she prevents daily.
“ Most drownings occur when you’re not planning on swimming,” she said. “For children — a pool is not so much like a playground — it’s more like a big, gigantic bicycle they don’t know how to ride. It’s a busy street they need to know what they can’t do around.”
Makai instructors are made to understand that they can be the only thing between a child and drowning, Nixon said. It’s made all the time and effort worthwhile, she said.
“ I enjoy what I do so much that I embody that old saying about never working a day in your life,” she said. “That’s me.”
For more information, visit finisswim.com/Floatie-Friends.
CALENDAR OF EVENTS
FOR MORE DETAILS, VISIT: USSWIMSCHOOLS.ORG/EVENTS
MAY 9
INFANT TODDLER EDUCATION WORKSHOP VIRTUAL
MAY 14
WEBINAR: MY JOURNEY OF SELLING MY COMPANY TO MY EMPLOYEES: TRANSITIONING TO AN EMPLOYEE OWNERSHIP TRUST, PRESENTED BY MIREN OCA VIRTUAL
MAY 22-24
ISSA CONFERENCE CARTAGENA, COLUMBIA
MAY 27-29
CSSA CONFERENCE NIAGARA FALLS, CANADA
SEPT 28–30
2025 USSSA NATIONAL CONFERENCE PHOENIX, AZ
THANK YOU ANNUAL SPONSORS
A3 PERFORMANCE AQUAMENTOR
BYLINE BANK
COMMERCIAL ENERGY SPECIALISTS (CES)
COUNSILMAN-HUNSAKER
CRESSI SWIM
GREEN SPROUTS
INNOVATIVE PRODUCTS UNLIMITED (IPU) NEPTUNE BENSON, XYLEM
PROVEN PROMOTIONS
SBR SPORTS INC, TRISWIM KIDS
SPORTSENGINE MOTION
VORGEE USA
LIST OF ADVERTISERS
3rd Level | p43
A3 Kids | p33
Aqua Mentor | p46
Byline bank | p12
Career Plug | p6
CES | p42
Counsilman-Hunsaker | p10
Cressi | p4
EOS | p38
FINIS | p18
Green Sprouts | p35
iClass Pro | p2
IPU | p14
Jackrabbit Swim | p13
Neptune Benson | p17
Paddock | p22
Proven | p27
Risk Management | p36
Splash About | Inside Front Cover
Sports Engine Motion | p33
Tri Swim | p42
Vorgee | p27
Worldwide Swim | p41
CELEBRATING EXCELLENCE: USSSA CERTIFIED FUNDAMENTAL SWIM INSTRUCTORS
We are excited to celebrate the achievements of those who have recently become Certified Fundamental Swim Instructors! Passing the CFSI exam is a significant accomplishment, reflecting your expertise and dedication as swim instruction professionals. We are proud to have you in our community and look forward to your continued contributions and commitment to excellence in swim education!
DAVID MEREDITH
Aqua Pros Swim School Inc. San Diego, CA
ABBIE HANSROTE
The Swim Center McDonough, GA
JEREMY BELL
Propel Swim Academy South Riding, VA
MANUEL JIMENEZ
Aqua Duks Swim School Anaheim, CA
STACEY MCGILL
Lynnhaven Dive Center and Swim School Virginia Beach, VA
STEPHANIE WILDER
Alligator Steps Clayton, NC
DAWSON MCCABE
Nitro Swimming Bee Cave, TX
KIMBERLY MARSH
Superhero Swim Academy LLC Coconut Creek, FL
JOSE GUERRERO-HERNANDEZ
Nitro Swimming Bee Cave, TX
LAURA DERRINGER
Alligator Steps Clayton, NC
MACKENZIE MELARA
Bitty Bubbles Swim School Panama City, FL
ALLISON BURKETT
Bitty Bubbles Swim School Panama City, FL
KIERA BRAGDON
Somerset Swim and Fitness Nashua, NH
ALBERT SO Somerset Swim and Fitness Nashua, NH
ELIZAVETA KOUSKOVSKAYA
COM Aquatics Midland, TX
JEFF GRIFFITH-JONES
Pacific Flow Swim School Scotts Valley, CA
CAITLIN ERAMO
Pods Swimming East Providence, RI
ADAM DUTRA
Pods Swimming East Providence, RI
MORGAN WENDELL
Salem Swim School Salem, OR
ESTABLISHING CONNECTIONS: HOW USSSA EDUCATION BUILDS BONDS, TRUST, AND LIFELONG SKILLS
In swim instruction, every moment is an opportunity to connect—child to water, instructor to student, movement to growth.
At the U.S. Swim School Association (USSSA), connection is at the heart of every course, every credential, and every interaction in the pool. Whether you’re just beginning your journey as an aquatic professional or deepening your expertise, USSSA’s education programs are designed to help you establish meaningful connections that last far beyond the water’s edge.
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1. CERTIFIED FUNDAMENTAL SWIM INSTRUCTOR (CFSI): BUILDING TRUST THROUGH PROFESSIONALISM
Connection starts with trust—and trust begins with competence. The Certified Fundamental Swim Instructor (CFSI) credential is a nationally recognized certification that verifies an instructor’s core knowledge and skills. Developed with input from industry experts, the CFSI ensures instructors meet high standards, not only for technical ability but for the responsibility of leading students through foundational swim experiences.
Why it matters: When instructors are certified, families feel secure, employers feel confident, and professionals gain the recognition they deserve. The CFSI connects instructors to a wider network of excellence, helping them grow their careers while delivering safer, more effective instruction.
2. THE PRESCHOOL COURSE: MAKING EARLY CONNECTIONS COUNT
Teaching preschoolers is all about establishing trust, reading emotions, and turning every lesson into a joyful exchange. The Preschool Course provides instructors with the tools to build meaningful relationships with young children—through purposeful play, social awareness, and creative engagement. By meeting children where they are, instructors help form a positive association with swimming that can last a lifetime.
3. SPECIAL ABILITIES TRAINING COURSES: INCLUSIVE TEACHING WITH HEART
Connection is at the core of inclusion. The Special Abilities Online Course and Trainer Led Workshop empowers instructors to meet the individual needs of students with developmental disabilities. Through compassionate, ability-focused teaching strategies, professionals learn how to create a space where every child feels seen, supported, and capable.
This course also deepens connections with families, helping swim schools build trust within communities that have historically faced barriers to participation.
4. INFANT TODDLER INSTRUCTOR ONLINE COURSE AND TRAINER LED WORKSHOP: STARTING WITH SAFETY AND BONDING
For infants and toddlers, swim lessons are often their very first structured learning experience. The IT Course and Workshop teaches instructors how to build trust with both the child and the parent, creating a safe, nurturing environment from the very beginning. Through gentle methods and trauma-free approaches, instructors form early bonds that lay the foundation for comfort and confidence in the water.
5. PLAY WITH PURPOSE: CONNECTING THROUGH JOY
Play is the universal language of childhood—and a powerful connector in swim lessons. The Play with Purpose course shows instructors how to use play intentionally to foster developmental, emotional, and intellectual growth. It also strengthens the relationship between swim schools and families, as engaged, happy children bring peace of mind to parents and pride to instructors.
6. MOVEMENT AND BRAIN DEVELOPMENT: LINKING PHYSICAL ACTIVITY TO COGNITIVE GROWTH
The connection between movement and brain development is profound. This course explores how sensory processing and physical motion support cognitive and emotional well-being. Instructors gain insights into how to recognize developmental milestones and how swim lessons can contribute to a child’s overall growth—further deepening the impact of their teaching.
7. GREAT BEGINNINGS LEAD TO GREAT FINISHES: FOUNDATIONS OF TRUST AND PROGRESS
Early swim instruction is more than just movement—it’s about building a secure, supportive relationship between child and teacher. This course emphasizes the importance of breath control, balance, and bonding in a child’s earliest aquatic experiences. Instructors learn to recognize individual readiness and guide children gently through a natural learning progression, always centered on trust and connection.
AT THE HEART OF IT ALL: CONNECTION
Each course offered by the U.S. Swim School Association is more than just a credential—it’s an opportunity to connect. With students. With families. With peers. With purpose.
Whether you’re seeking to elevate your practice, deepen your relationships, or simply share the joy of swimming, USSSA’s education offer a powerful way to grow both professionally and personally. Because when instructors lead with connection, swimmers flourish—and the ripples extend far beyond the pool.
Learn more and sign up for educational offerings and take advantage of bulk pricing at my.usswimschools.org
THE EVOLVING ROLE OF A SWIM SCHOOL OWNER: NAVIGATING GROWTH AND CHANGE
As a swim school owner, your journey is one of constant evolution. Whether you’re starting out with a single location or managing multiple branches, each stage of growth presents new challenges and opportunities.
Your role will shift over time based on the size of your school, the number of locations, the scale of your staff, your personal aspirations, and your level of experience. Understanding how to adapt to these changes is essential to maintaining success, ensuring smooth operations, and growing your school with purpose.
1. STARTING OUT: THE HANDS-ON OWNER (1 LOCATION, SMALL TEAM)
When you first launch your swim school, you are likely wearing multiple hats. In the beginning, your focus will be on creating a strong foundation, building a reputation, and attracting students. You’ll probably be involved in almost every aspect of the business:
• Instruction: As the owner, you’ll likely take on some teaching roles, either directly leading swim classes or overseeing instructional methods.
• Operations: You’ll be managing scheduling, enrollment, billing, and customer service yourself.
• Marketing: At this stage, you’ll be responsible for growing your school’s brand—through local advertising, social media, word of mouth, and community engagement.
• Hiring and Training: You may be the one hiring and training instructors, ensuring that each person aligns with your vision and teaching philosophy.
• Financials: Keeping a close eye on expenses, pricing, and revenue will be critical, as you work to establish profitability and ensure sustainability.
At this point, your role is deeply personal and hands-on. The early stages can be overwhelming, but this direct involvement helps you understand every aspect of your business. You’ll quickly develop a strong sense of what works and what doesn’t, providing invaluable insights into your business model.
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2. TRANSITIONING TO LEADERSHIP: THE MANAGERIAL OWNER (1-2 LOCATIONS, GROWING TEAM)
As your swim school expands—whether through increased enrollment or opening a second location—your role will naturally shift toward more managerial responsibilities. While you’ll still have hands-on involvement, your focus will need to move toward leadership, staff management, and operational oversight.
• Staff Management: With a growing team, you’ll have to take a step back from teaching to focus on hiring, training, and managing instructors. You’ll be responsible for ensuring that your team aligns with your teaching methods, customer service standards, and the overall culture of your swim school.
• Business Development: You’ll need to refine and expand your marketing strategy to attract more students and keep the school growing. This might include working with marketing professionals, refining your brand, and expanding your presence in the local community or online.
• Systems and Processes: As your operation grows, efficiency becomes more important. You’ll need to implement better systems for student enrollment, communication, payment processing, and scheduling. Investing in software tools and management systems can save you time and ensure a smoother operation.
• Financial Management: Now that you have more overhead, you’ll need to track revenue and expenses more rigorously. You’ll need to manage payroll for a larger staff, oversee any expansion efforts, and balance reinvestment into the business with profitability.
At this stage, your role is still dynamic, but you’ll start to find yourself spending less time in the pool and more time in your office, ensuring the business functions smoothly.
3. SCALING UP: THE EXECUTIVE OWNER (2+ LOCATIONS, LARGER STAFF)
Once you have expanded to multiple locations or significantly increased the size of your school, you’ll find that your role as an owner changes yet again. At this stage, you are less likely to be involved in day-to-day operations or teaching, and more focused on high-level strategy and leadership.
• Strategic Vision: Your primary responsibility is to steer the company in the right direction. This includes evaluating new business opportunities, exploring potential partnerships, and ensuring that your swim school stays competitive and innovative. You will likely work on setting long-term goals, whether that’s expanding to new locations, introducing new programs, or increasing the overall profitability of the business.
• Executive Leadership: Your day-to-day will involve managing key managers or supervisors at each location, whether they are heads of instructors or operations managers. You’ll need to delegate more operational tasks and trust in your leadership team to execute your vision.
• Financial Oversight: As a larger business, you’ll need to regularly review financial reports, monitor cash flow, and make critical decisions regarding investments, expansion, and profitability. Hiring an accountant or CFO to help manage finances is often necessary at this stage.
• Brand Management and Culture: You’ll need to ensure that the culture and quality of instruction remain consistent across all locations. This requires effective communication with your leadership team and instructors, as well as regular evaluations of customer feedback to ensure that standards are being met.
• Operational Expansion: You’ll likely face challenges in streamlining processes across multiple locations. Ensuring that each location adheres to the same high standards of customer service, teaching quality, and operational efficiency is key to maintaining your brand’s reputation.
This stage will demand a more handsoff approach to operations, focusing on high-level decision-making and leadership. You’ll need to trust your team and systems to handle the day-today details.
4. THE ESTABLISHED
BUSINESS:
THE VISIONARY OWNER (MATURE BUSINESS, SEVERAL LOCATIONS)
As your business reaches maturity, your role as an owner may evolve again. You may want to take a step back entirely from the daily grind of swim school management, depending on your personal goals and desires. This is often the stage when owners consider stepping into a visionary role or focusing on other projects entirely.
• Innovation and Leadership: As a visionary owner, you can focus on long-term strategy, exploring new trends in swim education, and considering franchising or additional ways to scale. This could involve enhancing the curriculum, integrating technology into teaching, or exploring partnerships with local schools or community organizations.
• Mentorship: At this stage, you may find fulfillment in mentoring the next generation of leaders within your organization, whether they’re managers, senior instructors, or franchisees.
• Community and Legacy: Many owners at this stage shift their attention to their legacy. What impact do you want your swim school to have on the community? You may get involved in philanthropic endeavors, local partnerships, or the broader swimming community.
• Exit Strategy or Succession Planning: Some owners may begin to think about selling their business or transitioning ownership to a trusted family member or team member. Whether you’re planning to retire, sell, or simply reduce your involvement, a clear exit strategy is essential at this stage.
At this level, your role is more strategic and focused on vision, rather than operational execution.
ADAPTING YOUR ROLE TO YOUR DESIRES AND EXPERIENCE
The role of a swim school owner is not one-size-fits-all. Your role will be shaped by your business’s size, your personal aspirations, and your previous experience. Whether you prefer being hands-on and working directly with students or taking a step back to focus on strategic growth, understanding the evolution of your role will help you stay motivated and effective.
As your school grows, be mindful of these transitions. Stay flexible and open to adapting your role as needed. Build a strong team, invest in your leadership skills, and never lose sight of the passion that inspired you to open your swim school in the first place. By aligning your personal and professional goals with the needs of your business, you can successfully navigate each stage of growth and continue to thrive as a swim school owner.
LEVERAGING THE US SWIM SCHOOL ASSOCIATION FOR GROWTH AND STAFF DEVELOPMENT
As your swim school grows, one of the most valuable resources at your disposal is the U.S. Swim School Association (USSSA). The USSSA offers a wealth of tools, training materials, and support designed to help swim school owners navigate the complexities of scaling their business and developing their staff.
STAFF TRAINING AND CERTIFICATION
One of the key resources USSSA offers is its comprehensive learning materials for staff training. With the introduction of the Certified Fundamental Swim Instructor Certification, you can ensure that your instructors are equipped with the latest teaching techniques and best practices in the industry. This certification not only strengthens the overall quality of instruction at your school but also builds confidence in your team, knowing they are receiving professional training. By utilizing these materials, you can standardize your teaching methods across multiple locations and ensure consistency in the experience that students receive, whether they’re attending your flagship location or a new branch. It’s an investment in the ongoing professional development of your team that pays dividends in terms of both customer satisfaction and retention.
NETWORKING AND PEER SUPPORT
As your swim school expands, connecting with other swim school owners and industry professionals becomes more important. The USSSA offers invaluable networking opportunities through both virtual platforms and in-person events, such as the National Conference and the Spring Workshop. These events allow you to exchange ideas, gain insights into industry trends, and share challenges and successes with fellow swim school owners. This peer network can be a crucial support system as you navigate the challenges of growth and seek new strategies for success.
DISCOUNTS AND VENDOR PARTNERSHIPS
USSSA membership also opens the door to exclusive discounts with a variety of trusted sponsors across essential business areas, from supplies and curriculum materials to insurance. Whether you need new swim gear, pool equipment, or affordable liability insurance, USSSA’s partnerships can help lower your costs while providing you with high-quality resources. These discounts can be particularly helpful as you expand your operations and need to source more materials for multiple locations.
A STRONGER FOUNDATION FOR GROWTH
By aligning yourself with the US Swim School Association, you gain access to a wealth of resources that are specifically designed to support swim school owners at every stage of their business journey. Whether you’re just starting out or managing a large, multi-location business, USSSA provides the tools, training, and networking opportunities to help you grow and thrive. From staff development and certification to industry discounts and a supportive community of owners, the USSSA is an invaluable partner in your swim school’s success.
As your school continues to grow, don’t forget to leverage the resources available to you through the US Swim School Association. Your membership is more than just a networking tool—it’s a strategic asset that will help you build a strong, sustainable, and high-quality swim school for years to come.
With the recent changes taking place at federal health organizations, educating parents, caregivers, and communities about water safety is critical now more than ever.
WATER SAFETY: A SHARED RESPONSIBILITY TO PROTECT OUR CHILDREN
Drowning remains the leading cause of death for children ages 1 to 4 and the second leading cause for children ages 5 to 14. The organizations represented in this statement are committed to continuing efforts to educate families about the risks and the essential layers of protection that can prevent these tragedies.
Swimming lessons have been shown to reduce the risk of drowning by 88%, making them a crucial layer of protection. Four-sided fencing around pools with self-closing, self-latching gates is another essential measure, as 70% of drownings among young children occur during non-swim times. Since constant supervision is not always possible, physical barriers and alarms play a vital role in restricting access and alerting caregivers.
Vigilant supervision is key — designate a responsible adult as a “Water Watcher” whenever children are swimming, and always swim in areas with lifeguards when available. If a child goes missing, check the water first. Alarmingly, 9 out of 10 childhood drownings occur when a child is under supervision but manages to slip away or when an adult becomes distracted. In addition, children with autism are even more at risk, as the drowning rate for those with Autism is 160x greater than those who are typically developing.
Preparedness can save lives. Parents and caregivers should learn CPR and basic water rescue skills to act quickly in an emergency. When in or around open water or boating, wearing a properly fitted U.S. Coast Guard-approved life jacket is essential. More than 80% of open-water drownings involve individuals who were not wearing life jackets.
By sharing this life-saving information with our communities and loved ones, we can work together to prevent drownings and keep children safe.
Parents can find local swim lessons on the US Swim School Association website.
The NDPA recommends 5 Layers of Protection to prevent drowning, you can learn more and access water safety resources at www.ndpa.org.
Every Child a Swimmer provides access to swim education through their network of swim lessons and water safety legislation, learn more at everychildaswimmer.org.
Stop Drowning Now offers a full, dry-land classroom kit of drowning prevention education tools to teach kids how to recognize drowning risks and to protect themselves and others at www.stopdrowningnow.org.
Water safety is everyone’s responsibility. Let’s take action today.
NEW MEMBER LIST
SWIM NITTY GRITTY
Yael Afar
Los Angeles, CA
THE CLUB AT KILLEARN LAKES / BRADLEY SWIM SCHOOL
Frank Bradley Tallahassee, FL
SERENITY SWIMMING
Jenni Hoover Frederick, MD
SWIMQUEST
Kenneth Gantman Shorthills, NJ
SUN RAYS SWIM ACADEMY
Faith Haddadian Burbank, CA
ACUATICA ANIMAS
Angie Vona Mexico
BLUE DOLFINS SWIM SCHOOL
Scott Caron Orlando, FL
HARRIET PLUMMER AQUATIC SCHOOL
Kristian Lupinski Lafayette, CA
“WHY DO YOU ATTEND CONFERENCES? WHAT DO YOU PERSONALLY GET OUT OF ATTENDING?”
“I
ATTEND THE USSSA CONFERENCES BECAUSE THEY’RE ONE OF THE BEST WAYS TO GROW –BOTH PERSONALLY AND PROFESSIONALLY.
The speakers always bring valuable insights that spark new ideas for how we can improve our programs and operations. But honestly, the real magic happens in the connections you make. There’s something so energizing about being in a room full of people who truly get what we do. I’ve had some of the most impactful conversations during coffee breaks or networking sessions with other school owners and managers. The relationships I’ve built at conferences have led to ongoing support, collaboration, and even friendships. Every time I leave, I feel more inspired, more connected, and more confident in the work we’re doing.”
ALLIE LERICHE OWNER, CHARLOTTE AQUATICS
“ATTENDING A CONFERENCE IS ONE OF THE BEST WAYS TO MAXIMIZE YOUR MEMBERSHIP AND TRULY EXPERIENCE THE BENEFITS OF BEING PART OF THE ASSOCIATION.
You’ll meet others who share your business model, face similar challenges, and are on the same journey as you. These connections often turn into lifelong friendships with fellow swim school owners across the country—trusted peers you can reach out to anytime for advice, support, and best practices.
I highly recommend getting involved by engaging in conversations, networking, and even joining a committee. The relationships you build and the business insights you gain are invaluable, making every conference a worthwhile investment in your success.”
BRAD GRZELKA OWNER, ATLANTA SWIM ACADEMY
“I LOVE ATTENDING THE CONFERENCE WITH MY TEAM, IT’S A GREAT WAY TO BOND OUTSIDE OF WORK.
I’ve met incredible mentors who are generous with their support and advice. Early in my career, I joined a group of peers in similar roles, and we’d zoom throughout the year to share ideas and tackle challenges together. Over time, those connections turned into lasting friendships I look forward to revisiting each year. What makes this industry special is the shared passion for making a real difference in drowning prevention, there’s a unique sense of camaraderie, with everyone rooting for each other’s success.”
NICOLE LARSEN COO, AMERICAN SWIM ACADEMY
“WE
HAVE BEEN ATTENDING USSSA CONFERENCES FOR OVER 20 YEARS!
Every year I return to work with a different inspiration or idea. When we first started attending, I felt I needed to go home with 20 ideas. That is how many I would receive if not more as I listened to different speakers and met with other swim school owners and staff. I learned to come home and focus on 1-2 things. Each conference, I seem to be in a different spot in our business focusing on a certain topic, coming with a new questions and looking for other ideas. 20 years later, I am still learning and growing.
The conference is a great opportunity to step away from the daily operations and work ON your business. It helps energize me, reminds me of the amazing impact we make and helps me recognize that many other swim schools are facing what we are facing daily and working together only makes us better.
Most importantly, I attend for the community. I have made lifelong friends through this association. It is difficult to articulate this part of the association. The community is a part of our lives, our family events and our day to day, be it talking about business or home life. We are all here for each other.
We love welcoming new members and hope you quickly find your new home within the association.”
ANN MARIE SUNDERHAUS COO, HUBBARD SWIM SCHOOL
USSSA STATE OF THE ASSOCIATION
By 2033, USSSA members are the schools of choice for swim lessons. Bringing passionate people together to share & inspire each other Supporting better, safer swim school business
3 YEAR PICTURE
1. Restructure
THE TRANSPARENCYACCOUNTABILITY CONNECTION—WHY LEADERS NEED TO SHARE MORE TO EXPECT MORE
Accountability and transparency are two sides of the same coin.
Accountability and transparency are two sides of the same coin. Leaders often expect employees to take ownership, perform at a high level, and be accountable for results—but without clear, transparent expectations, goals, and decision-making, accountability falls apart. This post explores why transparency is the foundation of true accountability and how leaders can ensure that employees feel empowered, not micromanaged, by open communication.
THE TRANSPARENCY-ACCOUNTABILITY CONNECTION— WHY LEADERS NEED TO SHARE MORE TO EXPECT MORE
Many organizations demand accountability from employees.
• “ Take ownership of your work!”
• “ Hold yourself accountable to high standards!”
• “ Be responsible for results!”
But here’s the problem: You can’t expect accountability without transparency. How can employees be accountable for goals they don’t fully understand? How can teams take ownership of decisions they weren’t included in? How can people meet expectations that aren’t clearly communicated?
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Without transparency, accountability feels like a trap—an unfair expectation rather than an empowering mindset.
Let’s break down why accountability fails when transparency is missing—and how organizations can ensure they create both at the same time.
THE ACCOUNTABILITYTRANSPARENCY GAP
Accountability only works when employees have full visibility into the goals, decisions, and expectations that affect their work.
Here’s what happens when transparency is missing:
• Employees feel blindsided by expectations they didn’t know existed.
Example: A sales team is expected to hit higher revenue targets, but leadership never communicated the shift in strategy. When they miss the goal, they feel set up to fail.
• Ownership declines because employees don’t see the bigger picture.
Example: A product team doesn’t know why leadership made a certain decision, so they feel disengaged and uninspired rather than invested in the outcome.
• Accountability turns into blame, not empowerment.
Example: A project fails because key information wasn’t shared with the right teams. Instead of taking ownership, employees feel like they’re being scapegoated for leadership’s lack of transparency.
The bottom line? You can’t hold people accountable for what they don’t know.
HOW TRANSPARENCY FUELS REAL ACCOUNTABILITY
1. Transparency Gives Employees the “Why” Behind Expectations
People perform better when they understand the reasoning behind leadership decisions. Example: Instead of just assigning sales targets, a transparent leader explains: “We’re increasing revenue goals because of market trends, and here’s how leadership will support you in reaching them.”
2. Transparency Ensures Expectations Are Clear & Fair When goals are set in the dark, employees feel ambushed instead of aligned. Example: Instead of saying, “I need you to take ownership of this project,” a transparent leader clarifies: “Ownership means hitting these 3 key objectives, having autonomy over decisions, and reporting back on progress every Friday.”
3. Transparency Eliminates Surprises
Employees can only be accountable for what they know—so leaders must share decisions as they happen, not after the fact. Example: Instead of waiting until a major process change is finalized, a transparent leader updates employees throughout the decision-making process.
4. Transparency Creates Two-Way Accountability Accountability isn’t just for employees—it applies to leadership too.
Example: A CEO who holds teams accountable for performance should also hold leadership accountable for providing clear guidance, resources, and feedback.
WHAT REAL ACCOUNTABILITY LOOKS LIKE WITH TRANSPARENCY
• Without transparency, accountability feels like punishment.
• With transparency, accountability feels like empowerment. Here’s how leaders can shift their approach:
WITHOUT TRANSPARENCY WITH TRANSPARENCY
“You need to be more accountable.” “Here’s what accountability looks like for this project.”
“Why didn’t you meet this goal?” “Did we provide the right clarity and support for this goal?”
“We made this decision—now adjust.” “We’re making this decision, and here’s why.”
“Take more ownership.”
“Here’s the autonomy and resources you have to own this.”
Accountability thrives when employees have full visibility into:
• Goals (What are we working toward?)
• Decisions (Why are we doing this?)
• Resources (What support do we have?)
• Success Criteria (How will we know if we’re succeeding?)
When these are clear, accountability stops being a burden and starts being an opportunity.
HOW TO BUILD A CULTURE OF TRANSPARENCY + ACCOUNTABILITY
Organizations that get both transparency and accountability right create a culture where employees:
• Take ownership without fear
• Feel invested in company goals
• Trust leadership to communicate clearly
Here’s how to do it:
1. Make Expectations Public & Explicit
Instead of vague goals, document expectations clearly in a shared space. Example: A company introduced a Transparency Dashboard where major goals, deadlines, and accountability structures were accessible to everyone.
2. Communicate “Why” Before “What” Before assigning tasks, explain the bigger picture. Example: A leadership team didn’t just say, “We’re shifting to remote-first work.” They explained why (market trends, employee preferences) and how it would affect everyone.
3. Check for Understanding, Not Just Compliance
Leaders should ask: “Do you fully understand the expectations?” instead of just assuming clarity. Example: A team leader started ending meetings by asking: “What’s one thing that’s unclear about this plan?”—leading to fewer miscommunications.
4. Hold Leadership Accountable for Transparency
Employees should feel safe giving feedback on whether leadership is providing enough transparency. Example: A company implemented reverse performance reviews, where employees rated leadership on communication and clarity.
THE BOTTOM LINE: IF YOU EXPECT MORE, SHARE MORE
Organizations can’t demand accountability without providing transparency.
Leaders who share openly, communicate expectations clearly, and involve employees in decision-making will see higher engagement, better performance, and stronger ownership.
• Accountability without transparency = micromanagement.
• Transparency without accountability = chaos.
• Get both right, and you build a culture of trust, autonomy, and high performance.
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GETTING TO KNOW YOUR BOARD OF DIRECTORS
How do you build connections within your team? And what do you do to keep things fun and engaging for your staff?
WE SPEAK
ABOUT THE IMPORTANCE OF CONNECTION OFTEN AMONGST OUR TEAM.
It takes intention and time to build connection, it does not always just happen naturally for everyone.
Different things we do within our locations:
• Potlucks - brings people together.
• Within meetings - take time in the meeting to share a personal win from the last week.
• Mentors - Each new staff member receives a mentor. They meet once a month for a year. Checking in on how they are doing overall, in life and work.
• Theme weeks within our curriculum which create teams communicating outfits, etc (Safety week. Surf’s up week. Customer/Staff appreciation week. Halloween.)
• Bring a special someone to work week
ANN MARIE SUNDERHAUS HUBBARD FAMILY SWIM SCHOOL
BUILDING CONNECTIONS WITHIN OUR TEAM STARTS WITH REGULAR EOS QUARTERLY CONVERSATIONS, WHERE WE ALIGN ON GOALS AND VALUES WHILE GIVING EVERYONE A CHANCE TO SHARE FEEDBACK.
We also prioritize recognizing and rewarding staff for their hard work and achievements, both formally and informally. Taking the time to ask how their day went and learning about their personal interests helps us understand their “why” for being here, which deeps connection. To keep things fun and engaging, we host gatherings outside the pool once or twice a year, like our holiday part and summer BBQ, where we can relax, bond, and celebrate our team.
BUFFY FOLISE
CHICAGO SWIM SCHOOL
Team building is at the core of a strong and successful culture.
I believe in truly knowing my team—their strengths, their challenges, and what motivates them. While we can’t always “fix” every weakness, we can build on strengths and create an environment where everyone feels valued and supported. To foster strong communication and collaboration, we have structured but flexible touchpoints:
• Bi-weekly check-ins are available as needed and requested.
• Quarterly full-team meetings provide updates and ensure alignment, following a clear agenda.
• Ongoing communication happens daily through Google Chat, keeping everyone connected.
• Performance reviews include a mid-year informal check-in and a full annual review. These are designed to provide valuable feedback—not surprises—since continuous communication is key.
Beyond communication, I believe in keeping work engaging and enjoyable. I regularly share articles, books, and shows tailored to individual interests—whether professional or personal. We also incorporate personality assessments to better understand one another and strengthen our working relationships.
Most importantly, while every team member should have a solid foundation of shared training and skills, I believe in fostering individual expertise. Everyone should have a niche—something they are passionate about and excited to develop further. To support this, I encourage each team member to complete a course or attend an event annually, ensuring they stay motivated, engaged, and continually learning.
MELISSA MCGARVEY BRITISH SWIM SCHOOLS
BEING CONNECTED AS A TEAM IS VITAL TO SUCCESS, ESPECIALLY WHEN YOU ARE A SMALL TEAM TRYING TO ACCOMPLISH A LOT.
Being that our staff all work remote, we have to be intentional about building connections and having fun. We have a very active Slack channel that keeps us connected and allows us to ask quick questions as if we were in an office together, as well as, a staff channel where we share personal news and celebrations. We also have a standing weekly staff check in call with no agenda, simply a chance to connect and talk. We’ve even started implementing a quarterly fun staff activity that has included a virtual escape room (we escaped!), virtual family feud (with a few board members who joined in), and we even got in a team karaoke night during Spring Workshop!
LISA ZARDA USSSA
“Energy is contagious. Make sure your energy is worth catching.” – Jon Gordon
We focus on the value of trust, support, and creating an environment where work and FUN can coexist. With that in mind we are able to build connections within the team that is about creating a sense of belonging and trust. It’s important to listen, support, and celebrate each other’s strengths. To keep things fun and engaging, I believe in mixing work with play — whether it’s through team-building activities, a little friendly competition, or simply finding ways to laugh together. When people feel connected and have fun, they bring their best selves to the table.
It is about building camaraderie and creating a culture of joy and appreciation. Here a few ways we keep the Fun energy sizzling:
• Dynamic Energy Touchpoint. Owner to Directors, Director with Department Coordinators, Department Coordinators with each team member. May be monthly and up to weekly as needed. Always with treats or food, lots of food! Monthly Department all team Touchpoint are always a potluck with little extra treats provided by DolFUN.
• Everyone signs a Birthday Card for each other in the Pod to which a $25 gift card is included. The same goes for Anniversaries and they are celebrated with lockers decorated and plastered with notes from customers for the year that come out of our DolFUN communication mailbox or emails or google reviews.
• Valentines heart pouches are hung up for pod members and students get to leave valentines to their teachers/coaches.
• EGGstravaganz: easter egg hunt, picture with the Easter Bunny
• We have a Sizzling Summer Potluck.
• Get to wear favorite costumes, takes some creativity in the pool.
• Cookies with Santa. The local Fire Dept. delivers Santa on their truck with lights and Sirens, cookie decorating, pictures with Santa, play time in the gym.
• Christmas Party DolFUN gives presents to all of our pod members’ kids (from their Christmas list up to $15 value) those presents are wrapped and are found under the Christmas Tree. Cookie decorating table. Christmas Party Tradition also has the Spin for Money Mug game with up to $400 dollars given away, with one mug holding a $100 bill. The mugs are filled with m&ms, skittles etc…money and then turned upside down to spin for them. When you lift the mug up, the candy and $$ falls out. A great game of Twister is a blast.
• Every holiday we have themed new toy for the pool and the gym and they get to wear decorated headbands or themed swim caps or sock or costumes.
Oh and we don’t forget the occasional cookies, donuts and coffee/teas and food, did I say FOOD!
DEBBIE SAYERS
DOLFUN SWIM ACADEMY
WE ALL KNOW THAT BUILDING RELATIONSHIPS WITH OUR TEAM INCREASES RETENTION FOR SEVERAL REASONS: INCREASED JOB SATISFACTION, IMPROVED COMMUNICATION, TRUST, LOYALTY, PERSONAL AND PROFESSIONAL GROWTH, AND A POSITIVE WORK CULTURE.
We conduct regular reviews, with the frequency depending on the position held. This ensures consistent communication and regular touchpoints between the team member and their manager.
Our HR department conducts a 30-day check-in with new employees, asking a variety of questions to gauge their overall experience in the position. Additionally, we have instituted a Buddy Program, which pairs a new team member with an existing employee who supports them throughout their first 90 days.
A few bonding activities include:
• Boat days
• Summer picnic at the owner’s home
• Monthly lunch-and-learns
• Location-specific outings (such as bowling, kickball, movie night, etc.)
• A formal Christmas party (with awards)
• Halloween “scary picture” contest (location-specific): Teams create a themed photo and send it to the owner, who selects the winner. The winning team receives a 4-inch witch trophy to display at their location for the year.
• Holiday Spirit Days
• Social responsibility days (which make everyone feel valued and positive)
MICHA SEAL
WATERMELON SWIM
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At
Wisconsin Swim Academy, we believe that our success is deeply intertwined with the wellbeing of our staff. As the owner, I prioritize building strong relationships with my team and fostering a supportive and engaging work environment. Here are some of the ways we strive to cultivate a positive culture:
1. Management Check-ins: Open Communication and Creative Ideas
Every Monday, I join our weekly management check-ins, where our team openly discusses the highs and lows of the previous week. This meeting provides a platform for team members to share updates related to their specific duties and contribute creative ideas. By coming together regularly, we ensure that communication remains seamless and that everyone has a voice in shaping our organizational strategies.
2. Quarterly Staff Events: Celebrating as a Community
To encourage camaraderie and build lasting friendships within our team, we organize quarterly staff events. Whether it’s a movie night, a swim party, or a cookout hosted at my home, these gatherings provide an opportunity for us to relax, connect, and celebrate outside the workplace. These events not only strengthen our bonds but also reinforce the sense of family that we cherish at Wisconsin Swim Academy.
3..” Starfish of the Month”: Celebrating Individual Achievements
Recognizing and celebrating individual accomplishments is a cornerstone of our culture. Each month, we select a “Starfish of the Month”—a staff member who has gone above and beyond in their role—to highlight and celebrate. We announce this in front of our swim community, sharing their achievements on social media and at the swim school.
4. Personalized Birthday Celebrations
Celebrating birthdays is another way we show our appreciation for each team member. On their special day, every staff member receives a card personally signed by the management team, accompanied by a gift card and a choice of a treat or flowers.
SUSIE VAN EKEREN
WISCONSIN SWIM ACADEMY:
“BONDING
WITH YOUR COLLEAGUES ISN’T WASTING TIME – IT’S STRENGTHENING RELATIONSHIPS, BOOSTING MORALE, AND CREATING MEMORIES.” – JOHN FORRIER
I have the most contact with my leadership team. I try to model the importance of strengthening relationships with them and, in turn, have them do the same for the people in their departments. I am intentional with relationship building with them because I spend over 8 hours with them each day. Whether it’s a laugh about something that happened (kids say the darndest things) or sharing through our EOS Segue about things that are happening in my personal time away from SwimAmerica, inviting them to dinner to “chat” (you know as well as I do, those conversations turn into a “work” related conversations - and a healthy conversation. Sometimes the best ideas come from these unstructured conversations!). Coaches are invited to participate in team bonding through a variety of opportunities: painting party with team members, game night, bowling, community gardening, Touch a Truck fundraiser, etc. We pay for the supplies and they just show up. As a result, we are seeing a lower turnover from our incredible team of humans.
ROSE CHOLEWINSKI SWIMAMERICA, DAVIS
RECAP: USSSA VIRTUAL AI SEMINAR –INNOVATION MEETS SWIM SCHOOL SUCCESS
Missed it live?
Don’t miss out entirely. Find the full recording on your USSSA Dashboard and unlock the future of swim school success—on your own schedule.
The USSSA Virtual AI Seminar made waves with a powerful lineup of speakers, forward-thinking strategies, and hands-on tools for swim school growth. If you missed it, don’t worry—you can purchase the recording now through your USSSA Dashboard and catch up on everything you need to bring AI into your day-to-day operations.
Here’s a look at what was covered:
FROM LANES TO LEADS: LEVERAGING AI FOR SWIM SCHOOL MARKETING
Danielle Hixenbaugh, Bloom Digital Agency
Danielle shared how AI can transform swim school marketing with tools to create hyper-targeted campaigns, automate communication, and amplify ad effectiveness. Attendees walked away with actionable strategies to increase enrollment, retention, and community engagement—freeing up more time to focus on teaching kids to swim.
THE FUTURE OF SWIM SCHOOL TECHNOLOGY AND ARTIFICIAL INTELLIGENCE
Chris McNabb, iClassPro
Chris offered a compelling look at the future of AI in swim school operations, from streamlining admin tasks to improving customer experience. His insights helped schools understand how embracing tech can provide a serious competitive edge in an increasingly digital world.
AI: YOUR EVERYDAY VIRTUAL ASSISTANT
Brendan O’Melveny, Imagine Swimming
Brendan dove into practical uses of AI tools like ChatGPT and Google Gemini to automate repetitive tasks, enhance spreadsheets and data workflows, and even boost creative problem solving. Whether you’re brand new to AI or already experimenting, this session was packed with time-saving takeaways.
CHECK YOUR DRAIN COVERS: A MUST-DO FOR ALL POOL OPERATORS
Over time, these covers can wear out, crack, or become dislodged— especially in high-use or outdoor environments.
Whether you manage a community pool, hotel spa, aquatic center, or private facility, there’s one essential task that should be at the top of your list this season: Check Your Drain Covers: A Must-Do for All Pool and Spa Operators. The FY25 VGBA Drain Cover Compliance Reminder Letter, issued by the U.S. Consumer Product Safety Commission (CPSC), is calling on all pool and spa operators to ensure that their drain covers meet federal safety standards and have not expired.
WHY IT’S SO IMPORTANT
The Virginia Graeme Baker Pool and Spa Safety Act (VGBA) was passed to prevent horrific suction entrapment incidents, which can occur when swimmers are pulled toward powerful drains. One of the most critical safeguards is a compliant, properly installed drain cover that’s within its certified life span.
Over time, these covers can wear out, crack, or become dislodged—especially in high-use or outdoor environments. If your drain covers are past their expiration or not VGBA-compliant, you could be putting swimmers at serious risk.
KEY ACTIONS FROM THE FY25 REMINDER LETTER
The CPSC recommends that all pool and spa facilities:
• Immediately inspect every drain cover to verify condition and expiration date.
• Replace any covers that are expired, damaged, or non-compliant.
• Confirm all installations follow the original manufacturer’s instructions and VGBA requirements
Simply put, if you haven’t already done so this year, now is the time to check your drain covers and make any necessary updates.
STAY AHEAD WITH THIS QUICK SAFETY CHECKLIST
• Inspect all pool and spa drains for wear or expiry
• Look for VGBA certification marks and installation dates
• Keep records of all inspections and maintenance
• Hire a qualified professional for any necessary replacements
Following this checklist can help you avoid accidents, liability issues, and potential pool closures.
LEARN MORE ON page 25