2018 Volume 29 Issue 3

V O L U M E 2 9 | I S S U E 3 2 018

U N I T E D

S T A T E S

SMALL BUSINESS PLANNING

HEROIC LEADERSHIP

5 SUPER POWERS OF A HEROIC BUSINESS LEADER

Are You Ready to Ride the Wave?

S W I M

S C H O O L

A S S O C I A T I O N

Celebrating Your Students & Their Success 2018 LEARN TO SWIM SCHOOL INDUSTRY SURVEY

CELEBRATE!

30 YEARS OF SWIM BUSINESS SUCCESS

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IN THIS ISSUE HeErRoSic H

AD LE

IP

16 HEROIC LEADERSHIP 5 SUPER POWERS OF A HEROIC BUSINESS LEADER

10 Celebrating Your Students and Their Success 13 5 Job Interview Questions That Reveal What a Candidate Has Really Accomplished 16 Heroic Leadership 5 Super Powers of a Heroic Business Leader 20 Behind the Brand with Dolfin 24 Ask Al 26 Small Business Planning

TABLE OF CONTENTS PHOTO CREDIT USSSA Member Shaunna Risinger, SWIMkids USA

28 2018 Learn To Swim School Industry Survey

3

34 USSSA Members Receive 2018 ISHOF Awards

Letter from the President

5 From the Desk of the Executive Director 6 Key Elements in School Operation Advice From: 5 Cities Swim Club

31 Are You Ready to Ride the Wave?

32 Making Industry Waves

35 Celebrate Connection

ASSOCIATION HEADQUARTERS 7100 E. Cave Creek Rd., Suite 109 Cave Creek, AZ 85331 480.837.5525 usssa@usswimschools.org usswimschools.org Executive Director Lisa M. Zarda, CAE, CNAP Editor Monica Martin ASSOCIATION OFFICERS President John Kirk, Little Otter Swim School Vice President Mike Williams, American Kids Sports Center ASSOCIATION DIRECTORS Tracy Koleber, Nitro Swimming Tiernan Murphy, Making Waves Swim School Jeff Purchin, 5 Cities Swim School Casie Shore, Swim to Shore Swim School Matt Young, Hubbard Family Swim School

USSWIMSCHOOLS.ORG | 1

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LETTER FROM THE PRESIDENT

Celebration In the words of Nelson Mandela, “Remember to celebrate milestones as you prepare for the road ahead.”

At this year’s National Conference, we will be celebrating 30 years of the United States Swim School Association! I was privileged to attend my first USSSA Conference over 15 years ago. At the time, I did not realize how special the Association was. Lory and I were deciding about starting a swim school and it was suggested to us that we attend the conference in Monterrey, Mexico. Even though we knew very little we were welcomed and started our journey of learning.

As you talk to some of the folks that were in the Association from the beginning, you hear stories of the board making sandwiches by hand so that everyone would have lunch. You also hear stories of the board digging into their own pockets to keep the Association afloat. So, from humble beginnings, the Association has risen to be one of the leaders in the learn-to-swim industry.

Some of the milestones that we have passed are increased membership to 468 US Member Swim Schools and 58 International Member Swim Schools. This is an amazing collection of educators and business people. I always walk away with a sheet full of ideas whenever I hang out with my fellow swim school owners!

Our committees have created amazing learning opportunities for Infant-Toddler and Special Abilities! These courses happen at the conferences, online and at various locations around the world. The content and energy that has been put into these workshops are simply amazing. We also have online learning for Movement and Brain Development and webinars happening on a variety of topics.

In the past 30 years, we have grown from a small room full of people to a vibrant and dynamic organization that is having a real impact in the world. I am excited about where we are going because the best view is the one ahead!

These are some of the milestones.

In Las Vegas, we will be sharing the results of the survey that was sent out earlier in the year. It will be interesting to understand where our opportunities are to grow. As an Association, we have been fortunate to have the vision to move forward. With the shared experiences of many we can all learn.

As Ryunosuke Satoro said, “Individually, we are one drop. Together, we are an ocean.”

JOHN AND LORY KIRK LITTLE OTTER SWIM SCHOOL

JOHN KIRK President US Swim School Association

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FROM THE DESK OF THE EXECUTIVE DIRECTOR

Celebrate with Memorable Moments The US Swim School Association has a lot to celebrate this year, our 30th Anniversary!

It has been great fun learning about the leaders in this industry and reflecting on all you’ve done to advance and support fellow swim school owners.

As we continue the celebration all year long, I’ve been reflecting on various ways people celebrate as well as thinking about the lessons learned from a book I recently read, “The Power of Moments” by Chip and Dan Heath. It’s interesting to think that there are common traits to memorable moments as shared by the authors: elevation, insight, pride and connection. The premise of the book is that, “Defining moments shape our lives, but we don’t have to wait for them to happen.”

What are you doing to create memorable moments for your family, friends, staff and students? These efforts don’t have to be expensive or elaborate. It could be taking an everyday delivery and serving it up on a sliver tray. Or maybe its hosting a simple gathering where kids that graduated your toughest level can invite their families to a party in their honor.

As this world continues to get more connected electronically, I think the personal moments and connections are going to become more and more precious. In honor of our 30th Anniversary I would encourage each of you to find a way in the next six months to create a memorable moment and share it with us! Feel free to email me or post it on our Facebook Executive Forum. A great way to create community is to celebrate together.

Cheers to USSSA and another 30 years!

SEE YOU IN VEGAS!

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

KEY ELEMENTS IN SCHOOL OPERATION

ADVICE FROM:

5 CITIES SWIM CLUB Members of USSSA know Jeff Purchin!

After all, Jeff has been in the swim school industry for over 41 years and has served on the Association’s Board of Directors for two terms and the Membership Connection Committee, personally calling new Association members, since 2005.

BY JEFF PURCHIN 5 CITIES SWIM CLUB

Here is a flashback feature with operations advice he shared in the May 1998 newsletter publication titled, Swim School Scene. Back then, the Association was called NSSA (National Swim School Association) and this article was published in the 10 Year Anniversary edition. Old school advice for the new school! You can take it to the bank.

Jeff invites you to join him in Las Vegas at the 2018 National Conference as he presents, Secrets to my Success. Jeff adds, “The small swim schools should be run differently than the larger schools. When building or leasing your small swim school you need to think differently than the large swim schools. I will give you my successful secrets to building and operating the small swim school. I look forward to seeing you in Las Vegas. My presentation will be on Monday, September 24th at 2:30pm.”

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Taken in 1979, Jeff Purchin Swim School in Los Angeles

Definitely, you have to love what you do. You have to love people and you have to love kids.

We in the swim school business are so lucky to be teaching kids something that they can use forever and helping the community. You should sell the community on what you do.

Especially when you consider how tax monies are going other places and not to kids today.

THE START OF A CHALLENGING JOURNEY It has been quite an adventure for us in getting to our own facility.

In the beginning, you are a swim instructor and take the big step and open your own swim school.

I knew a lot of people but I didn’t have a lot of money, no rich uncles or parents.

I did everything myself.

I love challenges. You have to because you will have up and down days.

Going from teaching to owning and operating your own school is night and day. I’ve met a lot of great instructors in NSSA, but just because you are a great instructor doesn’t mean you can be a great owner. The two are different things – totally.

You have parents come up to you as a teacher and say, “You are so great.

Maybe you should start your own program.”It boosts your ego but requires something very different from being just a good teacher.

Taken in 1984, 5 Cities Swim School at a rental location.

I knew I wanted my own business when I was going to college and I knew I wanted it in the recreation field. So, my goals were set early. To put myself through college I was teaching in home pools.

Later, I had other instructors working for me going home to home.

My final project in college, by chance, was doing an analysis plan of the Murray Callan Swim School, in San Diego. I had the education to operate a business – but there’s a lot more to it than doing what comes naturally.

STARTING IN ARROYO GRANDE After I couldn’t find a parking spot at my supermarket in the Los Angeles area I decided it was time to get out of there.

I came to the Arroyo Grande area as a coach and leased an additional pool to begin a teaching program.

I recommend leasing a pool to start.

Build your name up. The banks are going to require that anyway for at least 3 years or more. You want to put up as little money as possible and you want to cover your pool to run it year-round.

You want to work hard and build your name up.

CHOOSING A LOCATION There are a lot of obstacles to growing your business and getting your own facility.

Our area is very small. We have low pay in our area and just 50,000 population. Flyers to schools go only to 6 or 7 thousand.

We leased for 12 years. I knew with leasing and growing we might at any

time lose the whole thing so I had to do it, I wanted to do it anyway as I said.

We bought commercial property in a good location. It is very important to be in a good (central and visible) location.

I know there are other views on this.

Our leased location was probably in the worst location (away from business activity and hidden.)

BANK & LOAN OBSTACLES I didn’t have a lot of money when I decided to build our own location.

I went to my bank of 13 years, saw a loan officer and brought my taxes for the last 3 or 4 years. She didn’t even look at one thing. “What are you going to do?” she said. “Why don’t you just keep leasing?”

“Well, if we lose our lease,” I said, “we will be out of business and I’d like to raise my kids here – it’s a great place to live.”

She said, “It’s a recreation business – you aren’t going to be able to do that.”

“Wait,” I said, “I’ve been with this bank since the beginning, we have had a growing profit each year.” She wouldn’t do anything.

I got up the next day and I called up the president of the bank and said I wanted to meet with him. I told him my whole story again including how his loan officer wouldn’t even look at me.

I told him about NSSA and successful schools and showed him my business plan. He said he wouldn’t give me any guarantees but he’d contact me in a few days.

He had me come back in and talk to another loan officer.

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After 6 or 7 months of talking with that guy, he calls me up to say that he’s moved to a new bank, has my loan materials from the other bank, feels he can possibly make the loan and would I meet him at his new bank.

I called the president of my bank to let him know that his guy took all my records. He said he’d get them back, but I went over directly to the guy and got my stuff. I said if my bank turns me down, I’ll be back. But I want to hear from my bank first.

I went to my bank and a third loan officer finally got me the loan with the help of the SBA, Small Business Administration.

Then I found a piece of land that I wanted. My realtor said I should build instead on the outskirts of town but I didn’t want that. An article about our search for a location made the newspaper and another realtor called.

He said that the piece of property that I had been interested in wasn’t on the market but that he’d give me the name of the owner. In time, I was able to buy the property.

You can’t give up. Find new ways and be positive.

SAVE 10% AND STICK TO A BUDGET I didn’t want a partner other than the bank.

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I’ve always put 10% of my gross away and that helped me do it myself.

I think that it’s really important and I advise my employees to do likewise.

I invest that in the stock market.

That’s the way we got our down payment for building. Of course, we refinanced our house and everything else. Putting away money for safe keeping or your next investment is very important.

You have to have a budget – both at home and at the business. We try to stick to that budget. It takes some discipline.

RUDY WAS INSPIRING Have you seen the movie Rudy? I saw myself as Rudy in pursuing my dream and not giving up. He didn’t have the most talent or anything. I watch that movie 3 times a year just to inspire me to keep going on new projects. It’s a great movie. I recommend it.

OPERATING YOUR SCHOOL We go 7 days a week all year round. The business should be able to run without you. I can take a trip with my wife, have my manager and head teacher be away also and still have the business run fine.

It is very important to be organized, writing things down and getting things completed. We have been successful because of communications with people around us. Have a good staff and key

person. I have a key person, without whom we wouldn’t be where we are today.

It’s important to let staff know what their roles are. And treat them right. I won’t embarrass my staff by confronting them during the lesson. If something’s not right, I want to get to the situation right away but I do it behind closed doors after class.

I don’t have a big ego. A school owner with a big ego can be at a disadvantage.

I listen to ideas from new instructors at NSSA conferences and from those teachers we hire. You have to be really open.

There will be times when you are not totally happy with what they are doing but get it out, don’t hold it in, and get it squared away. If they want to learn we stick with them through the 40-hoursplus training and beyond.

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CELEBRATING YOUR STUDENTS AND THEIR SUCCESS “Every kid is one caring adult away from being a success story.” – Josh Shipp What a powerful statement that is, and I bet if you ask most teachers, they’ll echo the sentiment. Every single child can thrive under the guidance of a caring, intentional adult. As swim school leaders and swimming instructors, you know that this kind of relationship and outcome requires patience and hands-on instruction, along with a large dose of positive reinforcement.

You work hard every day to help students master new skills and gain confidence.

And you also see the kids at your school work really hard, as they follow directions and make small improvements that lead to major improvements. This is all worth celebrating, and here are some ideas around how.

CELEBRATING TAKES MANY SHAPES Every teacher is going to have their own style when it comes to teaching. Some will lavish praise on their students for every attempt they make, and others will reserve the cheering for the most significant milestones. Either way, kids love to be noticed.

When you acknowledge their strides, positive attitudes and progress, you validate their efforts and encourage them to keep striving.

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One way some swim schools choose to do this is by awarding kids in their programs with ribbons for specific skills that they master. You might make an announcement to all the kids in the class (and other parents watching other classes nearby), that Billy just did his first back float by himself and then hand him a ribbon, as everyone present claps and cheers. Seemingly little moments like this help to build confidence and reward the hard work kids are putting in every day.

PUBLIC ACCOLADES (WITH PERMISSION) You can take the recognition a step further and share your excitement about students’ achievements on social media channels, with one big caveat you must get parents’ written permission to post photos or videos of their children online. Even if they give their verbal consent, protect your school by getting the permission in writing.

Once a parent agrees, you can find creative ways to promote your students’

success on your social media channels.

Maybe your school selects a “student of the month” who has shown the most progress. In this case, post a short video Q&A with the student, along with a short video of their instructor talking about their accomplishments.

Another idea is to post a group picture of all the kids who received ribbons that week or share a short video of a student who recently placed first in a swim meet.

This will help others outside of your school to see the positive environment you’ve created, and your passion in celebrating student successes. Another great bonus is that your students’ parents will be delighted to see their child’s hard work recognized and in the spotlight.

SETTING THE RIGHT TONE When you’re intentional about noticing, and applauding (figuratively and literally) student achievements, you keep your students engaged and motivated to progress. You also inspire other kids who might be nervous about starting

a swim class, or are unsure if they’ll do well in the water. Sharing the successes of kids who are just like them can go a long way in giving them comfort and confidence in the process.

When you create a culture of recognition and invite others outside of your swim school to celebrate students’ successes alongside you, you create a domino effect. Prospective customers can’t help but feel your passion for your students and their families, and will want to be a part of it.

So, is it time to highlight your students and their accomplishments, and celebrate all the good that’s going on inside your swim school walls? I’d say it is, and I bet that the joy that comes from sharing all these successes will be contagious to customers and prospective customers alike!

5 JOB INTERVIEW QUESTIONS

THAT REVEAL WHAT A CANDIDATE HAS REALLY ACCOMPLISHED

BY JEFF HADEN CONTRIBUTING EDITOR TO INC.

Want to ask job interview questions that let you find out what a job candidate has really accomplished? Here are some great questions, along with some of the best answers.

Some job interviewers (including CEOs) take a fairly unusual approach to interview questions, and most job interviews involve the most common questions and answers. Yet most job interviews also include at least a few questions designed to reveal not just what a candidate thinks, but what he or she has actually done: Goals achieved, skills attained, situations encountered, actions taken.

Since the past is a reasonable indication of the future, here are some great interview questions intended to find out what job candidates have done. (And if you’re a job candidate, I’ve also included a guide to preparing your answers to these questions.)

1. “Tell me about a goal you recently achieved.

What did your initial plan look like? What worked particularly well?”

This is a great icebreaker question. Any candidate who can’t talk in detail about a goal achieved is likely to be a terrible candidate.

Most candidates will describe a goal that was set for them, a plan that they were in large part given, and then the steps they took to achieve the goal. And that’s fine, but what you’re really looking for are candidates who set their own goals, created their own plans, and then not only followed those plans but adapted to circumstances and changing conditions along the way.

After all, the best employees are able not just to plan well, but also to react and adjust well.

2. “Tell me about a goal you didn’t manage to achieve. What happened?

What did you do as a result?”

Disappointment, adversity, and failure are a part of life -- both professional and personal. That’s why everyone has failed. (In fact, most successful people have failed a lot more often than the average person; that’s why they’re successful now.)

Most candidates will take responsibility for failing. (The ones who don’t you definitely don’t want to hire.) Good candidates don’t place the blame on other people, or outside factors. They realize that stuff happens, and a key element of success is having the ability to adjust.

Great candidates take responsibility but also learn key lessons from the experience, especially about themselves. They see failure as training, and can describe in detail what perspectives, skills, and expertise they gained from that training.

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3. “Tell me about a time you initiated an uncomfortable conversation with a co-worker.

What did you say? How did it turn out?”

When there’s a problem, many people hesitate to be candid and open. It’s a lot easier to stay silent and hope someone else steps up.

But any candidate who has never started an uncomfortable conversation is a candidate you probably don’t want to hire. Great teams possess an element of self-policing. They’re willing not only to praise one another, but also to provide constructive criticism.

And, of course, you want to build a great team.

The best candidates show they have a feel for team dynamics, interpersonal issues, etc., and are willing to step up and raise issues when other employees hesitate.

4. “Tell me about the last time someone got upset with you. What did you do in response?

How did it turn out?”

Conflict is also a fact of professional life. Every job at some point requires dealing with conflict. (Possibly the last time someone got upset is the time the candidate raised an uncomfortable issue.)

The candidates you definitely don’t want to hire place the blame on other people -- and place the responsibility for making the situation better on the other person, too.

Good candidates worked to address and resolve the problem; they didn’t shy away from conflict words or actions or by noticing too late that a simmering issue was about to boil over.

And they can share what they learned from the experience. (Yep: My favorite job candidates are the ones who consistently share what they’ve learned -- because those candidates are consistently working to improve themselves.)

And One More Tip Ask the above questions, but don’t stop there. Turn each initial question a conversation. Dig deeper. Ask follow-up questions. Ask what the candidates said, what they did, what they did next. Go past the initial responses.

That way you’ll not only get a better feel for the candidate’s skills, experience, qualifications, etc., but you’ll also give the candidate every opportunity to fully describe his or her skills, experience, and qualifications.

See every interview as a conversation. After all, a great interview is really just a great conversation.

Especially when you’re talking with a great candidate.

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5. “Tell me about the first three months at your last job. What did you do? What did you accomplish?”

The best employees don’t want to spend their first few weeks just learning about the organization, getting their feet wet, and finding their way. They want to hit the ground running.

That means they can describe: •

how they determined their job created value, and how that helped them focus on doing the right things;

• how they immediately applied the skills they brought to the job; • how they determined who were their key constituents, and how best to serve them; and •

how they identified practical changes -- for greater efficiency, or quality, or customer satisfaction, etc.

-- and then found ways to implement those changes.

The best candidates are selfstarters. They don’t wait to be given tasks, duties, responsibilities, etc. -- they dive in.

After all, every employee is an investment, so don’t you want to start seeing a return on that investment as soon as possible?

© 2018 Inc., Reprinted with permission. Jeff Haden is a keynote speaker, contributing editor for Inc. Magazine, and the author of The Motivation Myth: How High Achievers Really Set Themselves Up to Win.

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i o c r e H ERSH

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We have never needed heroic leadership more than we need it today. We need honesty and fortitude. We need accountability. Vision.

Compassion. We need heroic leadership – and it begins with me. It begins with all of us.

A heroic leader has distinct super powers. Wonder Woman has super human speed, strength, durability and reflexes. Superman has x-ray vision, speed, resilience and the gift of flight. Sue Storm can manipulate light waves and make herself invisible.

As business leaders, we can take some cues from the Super Heroes.

5 SUPER POWERS OF A HEROIC BUSINESS LEADER

BY LYNN LEDFORD CAL ELITE KIDS FORMER USSSA PRESIDENT SPEAKING AT THE 2017 NATIONAL CONFERENCE

1. SUPER VISION The best leaders can see through walls. They see around corners. They know what is out there and they can see what is coming. In business, great vision is not a magical power.

It is a been there done that power. Great leaders have experience – good experiences, horrible experiences and important experiences. What distinguishes great leaders from the masses is that they learn from their experiences and adapt. Great leaders take notes. They study. They change their patterns. When a parent tells me that we should convert part of our viewing area into a spin cycle area for parents, well, I can see through that wall. With clarity. My super vision reminds me that viewing area is prime real estate. My super vision enables me to see that I can sit 25 parents in the space of 5 spin cycles. My experience tells me that kids climb up on things. And parents fall off of things. And spin cycles have to be cleaned. And repaired. And insured. And no tuition will be generated in a cycle area. Been there done that super vision.

2.SUPER HEARING There are two hearing skills that distinguish a heroic leader. The first is the power to hear things most people cannot. The second is the intuitive hearing that allows a leader to detect what is not being said.

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Wolverine has super hearing. His hearing is so refined that he can detect changes in a person’s heartbeat and determine if they are lying. Super Girl and Gladiator are able to block out surrounding noises and zero in on certain sounds with incredible focus.

Heroic leaders in our industry are able to hear beyond the chaos, the distractions, the random voices and the loud voices and listen to what is important. When an angry parent complains that a teacher was rough with her child and that every parent is talking about it … a leader with super hearing knows that the situation must be slowed and that he or she must listen to more voices. Heroic leadership does not fold to the loudest voice or the first voice but seeks out and focuses on the most important voice. The heroic leader knows that the truth, whether good or bad, is the most important voice in the room.

Super hearing allows leaders to detect what is not being said. Astute leaders are able to pick up the slightest of nuances in a conversation. They are attentive to every detail and pro-actively intuitive toward what is not being said. They can get to the heart of a person’s desire or need… or fear… or personal agenda perhaps… to get to what they are really thinking or what they are not saying.

How do we develop super hearing?

Practice. Great listening is honed when we conscientiously engage with people and focus on what they are saying. It is a learned skill. Certainly we can look to the classic cues of voice tone, body language and frequent pauses. We can temper that with the knowledge that some people, even truthful, genuine people, do not necessarily look you in the eye and other more practiced speakers may exaggerate the hold of eye contact. Great listeners take the time to study and know their team.

They know that the swim school’s accountant rambles when she is happy, but when the deck manager rambles, it means he is unsettled, something is wrong and he is not saying what is really on his mind.

Being able to hear what is not being said requires an investment in your environment. We must be invested in the people around us, the work going on around us, the customers around us

and the business taking place around us.

We need to spend time working alongside our team. We need to be at the table.

We need to come out of our office at lunch. We need to show up. We need to stay until the end. Being invested is what allows a heroic leader to determine that the customer service leader, who says she loves her job, does not mean it anymore. Being invested allows us to determine that the afternoon teacher, who says that she is fine, is not. Being invested allows us to detect that the teacher who’s been with you for two years is ready for more responsibility and the part-time teacher who just graduated would be perfect for a management position. Being invested gives us the power to hear what is not being said.

The Finish Your Sentence Interrupter.

This can either be an innocent eagerness to agree and participate or it can be a manipulative speech pattern that allows the speaker to hijack the conversation. Neither is acceptable. “I am excited to start looking at the new KPI’s we setup last month and I can’t wait to…..” “I know, I know, you can’t wait to look at the Revenue Growth compared to last quarter because you are thinking that…” If there is one thing worse than an interrupter it is one who is a mind reader as well.

Kryptonite to the Listening Superpower Every hero has a weakness. There are three disruptive behaviors that are the kryptonite to listening. A leader who engages these behaviors will never master the power of super hearing.

(1) The Interrupter. Who interrupts? Ha! Everyone, right? Actually, no. Leaders who have mastered the super power of listening do not interrupt. They are disciplined, practiced and dedicated to their skill. Be wary of these three forces of weakness.

The One-Upper Interrupter. “I was thinking of adding a few more pre school classes in the mornings so…..”

“OH! We just built out a whole new small pool center. The buildout only took us 4 months! We added a 15 x 15 pool and opened 28 new classes already! It was long overdue.” The One-Upper Interrupter highjacks conversations and “one-ups” the original speaker. Dialogues become monologues.

The Thinking of What I am Going to Say Next Interrupter. This interrupter is so busy thinking of what they are going to say next that they just are not listening. They are more anxious to be heard than to hear, and they are afraid that they are going to forget what they are thinking (as they are not listening) and they come in mid-sentence. All the time. They are really good at it.

(2) The Time Fighter. A time fighter is someone who rushes conversations.

A teacher knocks on the owner’s door and asks if she can have a few minutes.

The owner walks toward the door and replies, “Sure, walk with me.” What kind of conversation can take place walking through the swim school? The swim school is noisy and full of distractions, and offers no privacy, should the discussion be confidential. Rushing conversations is kryptonite to quality listening.

(3) The Distracted Leader. The distracted leader simply does not listen. She is “ doing anything but listening. At the weekly managers’ meeting the recreation swim leader has spent the last 3-4 minutes explaining the results of a recent survey.

The leader is texting. The leader is looking at a paper on her desk. The leader is having a side bar conversation with the payroll manager. The leader texts again… and while the recreation leader is in the middle of a sentence about starting classes on time, the leader randomly asks, “Did we pay for repairs on the UV system yet? Don’t pay those guys until I get a chance to talk to them.” Crickets.

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These behaviors weaken leaders. Super listeners do not interrupt. Heroic leaders value communication and they respect their team. And they have impeccable communication manners.

3. INVISIBILITY Heroic leaders know how to disappear.

They are content to wait backstage and let the working team enjoy the applause.

They know how to distribute responsibilities and they regularly delegate.

There’s a caveat, though. We can’t confuse the absent leader with the leader who can disappear. The absent leader – is not on site, not present, not available. The invisible leader is still there, still leading... just from the background.

Being invisible is one of the most difficult and evasive powers to master.

There are 5 components to mastering the superpower of invisibility.

(1) The obvious starting point, but it must be noted; the invisible leader has the right people on the team. The pre-requisites to a strong team are exceptional hiring and training systems. There is no getting around the importance of surrounding yourself with the right people.

(2) The right people must be working in their space of highest competence.

Heroic leaders do not promote an excellent teacher to a sustained level of incompetence. Heroic leaders do not waste the talent of a potential manager by keeping her in the same entry-level position for 4 years nor do they ask the newly hired 16-year-old swim camp counselor to manage the chaotic weekend party program.

(3) While surrounding themselves with the right people, leaders with the power of invisibility are willing to play the bench.

Future leaders are not developed by osmosis. Employees need opportunities to participate, to do the right thing, to make mistakes and to learn. There is value to the process of creating 5 new marketing campaigns, even if those campaigns do not turn out as perfect as you could have done them. Heroic leaders are doing something more visionary while the new marketing intern gets playtime.

18 | USSWIMSCHOOLS.ORG

(4) Invisible leaders are willing to devote resources to train and prepare their employees. Knowledge, experience and expertise take time and resources.

Training, shadowing, classes, clinics, congress, mentoring, workshops… all cost money. Covering classes so that staff members can pursue training costs money. Covering travel and meals during training costs money. Heroic leaders understand the value of developing staff and know that the return on that investment will come back ten fold – one fold of which is being able to be invisible.

(5) Leaders with the power of invisibility have systems for delegating. They have established job descriptions. They make intentional decisions about who is going to handle each responsibility in the swim school. They calendar tasks and have meetings to discuss progress. They are methodical and predictable in delegating tasks and employees know what is expected of them and they know they will be held accountable.

Leaders who have mastered the power of invisibility are generous, confident and secure and they take pride in helping their team achieve independent and collective success. They are motivated to fade into the background and effectively lead behind the scenes in support of their team.

4. EMPATHY Empathy allows a leader to interpret and understand the feelings and emotions of others. Leaders who are empathetic care about other people and the circumstances of their lives. Catwoman, Captain Planet and Ravine have powers that allow them to relate to other beings in their environment.

Empathy in business can be a formidable super power. Empathy can silently tear down walls, openly build up teams and unlock the floodgates of communication.

People do their best work when they are working to please someone who cares about them.

Empathy can be innate, learned or both.

Some people seem to be born with a high level of compassion. They are the kindergartners who bring a hurt classmate

to the school nurse and cry when the Bactine goes on the friend. Others have empathy through experience and study.

They are the ones who, in the spirit of policy and fairness, issued a pink slip upon the 6th absence only to learn that chemotherapy takes 12 rounds.

Experience. Heroic leaders engage.

They ask questions. They are present.

Heroic leaders don’t decide to be empathetic. They don’t measure each individual situation to determine if empathy is warranted. They are empathetic. It becomes them. Every decision to promote progress, fairness and accountability is influenced by a desire to comprehend, understand and empathize with others. People do their best work when they are working to please someone who cares about them.

5. RESILIENCE Hulk, Blue Marvel and Infinity are able to withstand almost any condition or force. They can take the heat. If they are down, they get back up again and come back, stronger. We have heard the expression that, “The buck stops here,” or, “It’s lonely at the top.” Heroic leaders have to accept responsibility for their mistakes as well as the mistakes of others. Superhero fact: There is no room for the weak or thinned skin at the top. Leaders make difficult choices. We fire people. We close facilities. We cut payroll. We say ‘No’ to expansions. We demote people. We handle labor board disputes. We handle tax issues. We handle lawsuits.

Leaders who have not developed a protective armor shy away from the tough decisions. They tend to be indecisive. They are perceived as weak.

A heroic leader has a protective armor of experience, fortitude and goodness that helps her take the heat and get back up again. And again. A heroic leader gathers information, studies, contemplates and then strikes with authority and fairness. A heroic leader looks for solutions in every crisis and finds lessons in every journey. Resilience has been an essential superpower in every generation in our industry. Debbie Meyer’s resilience enabled her to win 3 gold medals in Mexico and to enjoy a lifetime of coaching and teaching.

lifetime of sharing and mentoring that lifts an entire industry. Lana Whitehead’s resilience showed us the importance of the balance of science and love in our work as she set the bar high for us to continue to study and learn. Johnny and Cindy Johnson’s resilience taught us that our power goes beyond our business and that we can unite together to work in the higher cause of helping to prevent drowning. We are surrounded by leaders whose resilience has forged the journey of our industry.

Jan Emler’s resilience enabled her to grow her backyard swim school into a multi-million dollar empire. Melissa Taylor’s resilience took her to the greatest joys of building her own school and that same resilience was called upon again as she fought for her life after a breast cancer diagnosis. Greta Anderson’s resilience led her to become one of the first women to pioneer a

private swim school – so that I could have my first swimming lesson in the Los Alamitos Bay. John and Irene Kolbisen’s resilience taught us that swim schools can be good businesses – and that we can earn a good living doing what we love. Bob and Kathy Hubbard’s resilience taught us that starting over in business can be the best door we ever open and that a grateful spirit can lead to a

Which brings me back to the beginning.

There is much good work ahead that is in our hands. We need heroic leadership more today than ever before. May we be visionary. May we listen. May we put our people forward and lead from quiet places. May we lead with empathy. And oh, may we continue to be resilient.

It begins with me. It begins with us.

Power up your Program with our Exciting Teaching Equipment and Toys!

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BEHIND THE BRAND: BY: USSSA PARTNER DOLFINSWIMWEAR.COM

little dolfin collection: What are the designers saying about it?

Q: Where do you find your inspiration for new prints, colors, and silhouettes?

A: As designers, we are individuals that are constantly searching and hunting for the latest and greatest emerging trends. This means that we never really stop looking and being aware of what is around us because you never know when inspiration will hit. Specifically, we attend trend/textile/fabric & aquatic fitness trade shows, look at online trend sites, spend time in retail stores, and of course, get some great feedback from just going to the pool! We use real time customer feedback giving us an advantage as we are able to hear what is working and what is not working in our line.

Q: What is the first step in deciding what styles and prints to launch for your collection?

A: After we go through our trend exploration process, we solidify the concept and color palette direction.Once we move forward with the concept, we look for print motifs that complement the mood and tone of the seasonal direction. We then determine which silhouette

trends fit best with the concept and design into them. Each season all of these elements mold together to create a cohesive collection that tells our customer a visual story through the use of color, print, fabrication, and styling details. It is also very helpful that kids and moms share our love of bright colors, keeping everything we do very fun and highly visible!

them over time. We always want our product to have a purpose and to be functional, without ever losing our sense of “fun�! We are connected with our customers in ways not many other brands are, and it gives us a lot of confidence to embrace a future trend.

Q: What new trends do you see evolving in the children’s swim market for next season?

A: The biggest trends for Fall/Winter 2020 are ethereal sea creature print motifs paired with complimentary graphic swim shirts, print mixing, foil accents and multimedia fabric mixing.

Q: What is your favorite part of being a designer for Dolfin Swimwear?

A: Being able to work on a product range that touches all ages and genders is energizing, yet challenging, as it forces you to be an all customer expert. We strive to capture the life-long customer so it is exciting to know that you are creating a product that will essentially grow and mature with

FW19 Photoshoot USSWIMSCHOOLS.ORG | 21

CALENDAR OF EVENTS

SEPTEMBER 23-25, 2018

USSSA NATIONAL CONFERENCE LAS VEGAS, NEVADA usswimschools.org

JANUARY 27-FEBRUARY 3, 2019

USSSA OWNERS CIRCLE ROYAL CARIBBEAN CRUISE SAN JUAN, PUERTO RICO usswimschools.org/events

ADVENTURE AWAITS

San Juan, Puerto Rico l Basseterre, St. Kitts & Nevis l St. Johns, Antigua l Castries, St. Lucia l Bridgetown, Barbados l Philipsburg, St. Maarten

FEBRUARY 25-26, 2019

USSSA SPRING WORKSHOP SAN DIEGO, CALIFORNIA usswimschools.org

22 | USSWIMSCHOOLS.ORG

THANK YOU ANNUAL SPONSORS

Kids

ASK AL

BY ALVARO G. MENDOZA COMMERCIAL ENERGY SPECIALISTS, INC.

We are building a new swim school and renovating another one and we’re not sure about the importance of adding redundant or backup systems.

WHAT SYSTEMS MAKE THE MOST SENSE AND HOW MUCH WILL THEY COST?

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.

Redundancy, or the integration of a backup system, is important with many pool operations, but even more so with swim school owners. Why?

24 | USSWIMSCHOOLS.ORG

HERE ARE A COUPLE OF IMPORTANT THINGS TO CONSIDER: • Downtime = Lost Revenue: What is the cost of having “unplanned” closures at your swim school? Well, if you have 20 lessons at a time at $15 per lesson, we’re told that closing your pool could cost you about $1200 an hour in revenue, while still having to pay staff for time there. No matter how your lessons are structured, pool closures are expensive and should be avoided at all cost.

• Marketing: The lost revenue from lessons isn’t the only cost of closing the pool. There are also the hidden, but very real, costs to your brand. Some customers might lose confidence in your operations and go elsewhere, others might drop the program altogether. No one wins.

• Legal Issues: Swim school pools are “public” per state and national pool codes, and code-related pool closures may increase the scrutiny on your operations, or work against you in case someone were to claim getting “sick” at your pool.

WHAT TYPES OF REDUNDANT SYSTEMS HAVE WORKED BEST IN THE PAST?

• Pumping Systems: The pool pump is the “heart” of your operations.

Most everything is based on your flow rate, and zero flow means zero activity.

In fact, most Health Department (DOH) codes clearly state that the pool can’t be open to bathers during times when the pool pump is off.

– What can you do about it? Redun dant pumping systems come in two different configurations: installed redundancy, and prepared redundancy.

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Installed Redundancy #1: Includes installation of a 2nd pump, normally sized for the full required flow and is activated by the flick of a lever. You only need one set of motor controls, or VFD, as only one pump is running at a time, and good operators vary the “pump in operation” to keep them “exercised”. If one pump is down, you switch a lever, your swim lessons don’t skip a beat, and you have a few days to get the 2nd pump serviced. A 2nd pump will also occupy 8-12 sq. feet of space in the equipment room, thus needing to be planned up front.

– This is the most expensive option and can cost $2-6K depending on the size of your pool.

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Installed Redundancy #2: Also a two-pump system, but each (smaller) pump is designed to handle ½ of the pumping load, so both need to be operational to meet flow requirements. You’ll need two motor controls and if one pump is down your pool is only capable of providing 50-60% of the normal flow DOH’s interpretation of how many bathers you can have with lower flow vary from area to area, and it might be good to know in advance.

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Service On Demand: You should have a great relationship with the best local heater service provider in the area. Look for the company that repairs major hotel boilers on a 24/7 basis and get them on a schedule to maintain your heaters annually and provide emergency repair as needed. This is a strong recommendation regardless of redundancy planned.

– Cost: $1-2K per year, but value is priceless.

• Other Systems: Leading schools also stock necessary items to prevent downtime, including:

– The installed cost ($1-5K) is a bit less than IR#1 and the space requirement is also slightly less.

– Chemical Feeder Parts: A small investment (<$300) usually provides all the backup you need.

Planned Redundancy: This is a minimum recommendation, and entails having ALL major parts (motor, impeller, seals, gaskets and even basket and lid) in stock on-site. Why? Mfg’s and distributors have cut back their “stock” of parts and some might take up to 2-3 weeks to secure. It’s easier to find someone to come by and fix the pump, but getting the parts is a real problem in today’s world.

– Test Kit: Stocking spare reagents and a backup test kit are important so you can verify tests if you get a wacky reading and don’t know what to trust.

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– Costs $700-$1500 depending on pump size.

• Heating Systems: A cold pool will also cancel lessons right away. Indoor pools with dehumidification systems have a form of redundancy built-in since they also heat water, but in colder climates a backup heater (or two) is paramount. Most use gas heaters as they’re quick and sure, but they also require periodic service and repair.

As with pumps, it is harder to find replacement parts on the shelves, so planning ahead is important.

– What can you do about it? In cold climates, many schools opt for redundant heaters, or a special service relationship:

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Installed Redundancy: Some install two smaller heaters instead of one larger one, in order to provide a seamless instantaneous source of heat if one fails. Some heaters can be stacked, so space is not a huge issue, but a consideration.

– Installed cost: $3-5K depending on pool size.

– Chemistry Controls: Some schools stock spare ORP or pH sensor, or flow switch, but if you have a good provider, this is not as necessary.

– UV System: Many schools stock their own replacement parts (See Pump Planned Redundancy above) and that could include lamps, wipers, seals, etc. Then you can call the technician and get it serviced quickly without the added complexity of finding the parts.

No discussion on redundancy is complete without discussing the role of Preventive Maintenance in your operations. If you wait for stuff to break before fixing, you’ll be relying on your redundant system more often. But, if you pro-actively maintain all your equipment on a semi-annual or annual basis, the redundant systems above are a moderate cost in comparison to the importance of your operation and will serve as an extra security blanket protecting your money-making investment.

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

Best Regards, Alvaro G. Mendoza USSWIMSCHOOLS.ORG | 25

SMALL BUSINESS PLANNING SMALL SCHOOL PROGRESSION/

BY KATHERINE HALL HALL SWIM SCHOOL

There are multiple ways to raise capital, but you must start with a concrete business plan and get a good template to help get you started.

The business plan is a map for the upcoming three to five years for your swim school. It is comprised of several components and is meant to be a living document, one that can grow and change as the needs and abilities of your swim school change.

When developing your business plan, youâ&#x20AC;&#x2122;ll want to check out your local small business development center. Many universities have one, and the Small Business Administration (SBA) alone has many across the country. Not only can these centers help connect you with groups of entrepreneurs for networking and angel investors for funding, they can help you determine what type of loans and funding you might qualify for and help you apply. Your local Chamber of Commerce may also be a treasure trove of information and guidance in terms of where to get local funding.

Look for organizations focused on economic development, as many cities have programs and organizations that exist solely to bring business into the local community.

26 | USSWIMSCHOOLS.ORG

Talk to other swim school owners in the USSSA who have taken similar paths and pick the brains of other successful business owners. You will be surprised at how receptive they will be to share their story and give you great resources, information and knowledge. Look for local business leaders and entrepreneurs in your community to help make key introductions to potential investors, bankers or contractors.

Capitalize on your strengths and seek out help in the areas where you are weak. You will need a great team of professionals: lawyer, accountant, business consultant, banker, architect, general contractor, pool contractor and engineers to name a few. Communication, communication, communication! There are so many

moving parts and people involved in your project, make sure you have a dedicated chain of communication and never assume anything. Every professional on your team is important but since our revenue is generated in the pool make sure you get the most

qualified pool contractor. Make a detailed list of questions and do not cut corners on your pool. If they tell you they have built a lot of backyard and hotel pools, they are not the right pool contractor for the job.

There are many options when deciding how to finance your swim school.

Finding funding can be the hardest part of getting your swim school off the ground, but ultimately the most

rewarding. Once you’ve saved, gotten approved for a loan, or found other people to invest in your business, you can get back to — or start — your dream job! Though it can be a long road to success, finding allies along the way (whether they’re friends, angel investors or venture capitalists) to help keep your business afloat can make all the difference in the world.

If plan A fails, remember there are 25 more letters.

– Chris Guillebeau

Good luck!

NEW MEMBER LIST

INDEX OF ADVERTISERS

AQUA NOBELL Hector Martin & Macin Cordova El Puebilito, Mexico

NC AQUATICS Michael Mury Clayton, NC

3rd Level | p4

AQUATIC Jesus Restrepo Bogota, Columbia

SARASOTA SHARKS SWIM SCHOOL Eric Nelson Sarasota, FL

AQUATICS ACADEMY INC. Shaun Katzberg Ontario, Canada GYPSY SWIM SCHOOL Jackie Sheffield Raleigh, NY LOS ANGELES SWIMMING ASSOCIATION Jason Schwarz Santa Clarita, CA MS. JANE’S SWIM SCHOOL Jane Loomis Oak Point, TX

SILVER BEAR SWIM SCHOOL-UTAH Devon Millington Eagle Mountain, UT SWIMSRQ Josh Scott Sarasota, FL TAC MIAMI Stephanie Palmer Miami, FL THE SWIMMING SWAN Melissa Swanson San Diego, CA

A3 Performance | p23 Aquam | p37 CES | p30 Charlie Banana | p11 Dolfin | Inside Front Cover Finis | p2 Innovative Aquatic Design LLC | p23 Jackrabbit Swim | p15 Myrtha Pools | p34 Neptune Bensen | p37 RCPS Really Cool Pool Stuff | p19 Snyder Insurance Services | p12 StringCan Interactive | p9 Tri Swim | p15 USA Swimming Foundation | p30 USSWIMSCHOOLS.ORG | 27

2018

LEARN TO SWIM SCHOOL INDUSTRY SURVEY

GENERAL RESPONSE TRENDS OBSERVATIONS 79% MEMBERS 21% NON-MEMBERS

The stated objectives of the 2018 US Swim Schools Association Industry Survey were to: • Increase the value of US Swim School Association membership to all parties.

• Share industry findings and trends with our members.

• Use this data to help drive strategic and growth decisions for the association.

This General Trends observations article is only intended to review some of the highlights of the survey. In-depth details can be found in the raw results, charts and graphs which will be released along the following guidelines: • All swim schools who filled out the survey will receive the results in detail, including the graphs and charts that make the results easy to glance through and comprehend.

•

The swim schools who filled out the survey and are US Swim School Association members will get the detailed results, graphs and charts in several formats, plus all of the extremely valuable respondent comments on the survey items.

• The swim schools who are US Swim School Association members but did not fill out the survey will get the results, graphs and charts in a modified format (not including comments).

KEY INDUSTRY SURVEY GENERAL FINDINGS: MANAGEMENT • Balanced distribution of USSSA membership length (4 membership length categories).

• Swim School Owner / Management experience concentrated in the 4-10 years (22.16%), 11-20 years (26.95%) and 21+ years (37.72%) categories.

• Ownership / Management gender is predominantly female (53.89%), male (12.57%) and combined (33.53%).

• Nearly 70% of the surveyed swim schools are either LLC’s or SubChapter S corporations.

• Privately-financed pools appear to be on the rise in the industry, compared to leased locations.

• The majority of the respondents have 1 location (56.89%), but multiple locations, chains and franchises appear to be on the rise.

PROGRAMS • 77.9% offer Group Lessons, and 70% of those are 30 minutes in length.

About 52% range between $18-$27 per lesson.

28 | USSWIMSCHOOLS.ORG

BY FRANK SAHLEIN CEO, 3RD LEVEL CONSULTING www.3rdLevelConsulting.com Frank@3rdLevelConsulting.com

•

74.21% offer Semi-Private Lessons, and 66% of those are 30 minutes in length. About 54% range between $30+ per lesson.

•

94.34% offer Private Lessons, and nearly 70% of those are 25-30 minutes in length. About 55% range between $36-$60 per lesson.

•

85.53% offer Baby Lessons, and nearly 80% of those are 25-30 minutes in length. About 68% range between $15-$25 per lesson.

• Growing additional programs include Adaptive Aquatics (45.07%).

MARKETING • Market Draw areas that schools are operating in were predominantly:

– Mid-size city (35.67%)

– Urban area (29.94%)

– Dense Urban area (22.93%)

• Respondents stated that their local population trends were growing (74.52%).

• Respondents also stated that their population of young children were growing (70.70%).

•

62.42% stated that there is an increasing amount of competition for swimming lessons today. 33.13% thought that the competitive landscape was stable. Only 4.46% felt that competition was decreasing.

•

57.96% of respondents rated Social Media Marketing of High Importance, and 33.12% rated it as Medium Importance. Only 8.92% rated it as Low Importance.

• 95.54% rated Word of Mouth (WOM) as High Importance.

• 47.13% rated their Customer Retention trend as increasing; 49.68% rated it as stable.

HUMAN RESOURCES • Part Time versus Full Time Trends– 84.31% marked of the trend towards more part time staff.

• 81.05% stated that they had a documented Training System.

• Payroll (as a percentage of revenue) is rising, according to 67.32% of respondents.

•

Staff Retention rates – 32.03% said their Part Time staff were staying longer, 49.02% said that their Part Time staff were stable, and 18.95% said that either Part Time staff were leaving earlier or were not sure.

•

61.43% of respondents stated that Interior and Exterior facility design is of increasing importance. 37.14% were “not sure”, and only 1.43% felt that facility design importance is decreasing.

•

Staff Retention rates – 29.41% said their Management staff were staying longer, 54.90% said that their Management staff were stable, and 15.69% said that either Management staff were leaving earlier or were not sure.

•

Over 53% of respondents stated that the were either planning to open new locations (27.85%) or are currently researching new locations (25.71%).

The balance are either not looking to open new locations (31.43%) or are not sure (15.00%).

TECHNOLOGY • 86.18% have CRMs (Customer Relationship Management database systems).

•

Only 33.55% of respondents have Learning Management Systems (LMS), but another 26.31% are either searching for one or are in development. These will become a major element in the next 12-24 months.

• Only 27.63% have Business Dash boards. These will become a major element in the next -24 months.

• 37.50% have Social Media Dash boards. These will become a major element in the next 12-24 months.

FINANCIALS •

57.24% of respondents stated that Gross Revenue Trends were increasing; 35.17% said their Gross Revenue Trends were stable; and just 7.59% said their Gross Revenue Trends were decreasing.

•

43.45% of respondents stated that Operating Expenses were increasing; 51.03% said their Operating Expenses were stable; and just 5.52% said their Operating Expenses were decreasing.

•

39.31% of respondents stated that Net Profit Trends were increasing; 53.10% said their Net Profit Trends were stable; and just 7.59% said their Net Profit Trends were decreasing.

FACILITIES •

Most respondents have just 1 pool at their location (68.57%), while 21.43% have 2 pools. The balance of 10% either have 3+ pools on site (6.43%) or stated “other” (3.57%).

NEXT 5 YEARS – IMPORTANT ISSUES & RISK MANAGEMENT (respondents could select multiple choices) • 68.15% stated Labor Retention • 55.56% stated Labor Acquisition • 52.59% stated Cost of Operations • 49.63% stated Customer Service • 38.52% stated Succession Planning • 38.52% stated Management Organization • 34.81 stated For Profit Competition • 34.07% stated Technology • 26.67% stated Educational Needs Please join us at the September 22-25, 2018 US Swim School Association National Conference in Las Vegas, Nevada. The expanded results, charts and graphs, along with deeper insights, will be presented at the event.

Thank you for your contributions to the industry and your support of the US Swim School Association.

USSWIMSCHOOLS.ORG | 29

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The USA Swimming Foundation’s Make a Splash initiative saves children’s lives through swim lessons. Join our network of swim lesson providers and help provide EVERY child in America the opportunity to learn to swim.

GET FOUND! Add your swim lesson program to the USA Swimming Foundation’s Swim Lesson Finder, makeasplash.org

usaswimmingfoundation.org/makeasplash

1 Olympic Plaza • Colorado Springs, CO • 80909-5770 • 719-866-3546 • usaswimmingfoundation.org/makeasplash

ARE YOU READY TO RIDE THE WAVE? Plans are underway! USSSA Member Swim Schools will have the chance to surf straight into San Diego, California, for two days of education and networking at the Association’s Ride the Wave Spring Workshop February 25 – 26, 2019.

Our host hotel, San Diego Marriott Mission Valley, is just minutes away from the San Diego International Airport and within easy access to all that San Diego has to offer, promising a memorable experience for all attendees.

Two keynotes have been secured to ensure this event is not only fun but educational, offering you practical knowledge you can take back to your swim school. Our first keynote is Your Nerdy Best Friend, Beth Ziesenis. Since her first Commodore 64 computer, Beth has made a verb out of the word nerd.

She is a professional speaker, author and nerd. Her presentation on 29 Tech Tools to Create Cool Content for Social Media & Marketing is an action-packed session that will give you dozens of sites and apps that will help you elevate the quality of your social media posts and other material.

Our second keynote, Edward Cramp is a Partner with Duane Morris LLP and managing partner at the firm’s San Diego office. An education lawyer, his session will cover things you need to know regarding timely legal issues.

Each day, keynotes will be followed by general session topics, networking lunch and afternoon breakouts on topics of most interest to swim school owners and educators.

And that’s not all! The Spring Workshop will also offer the opportunity to take in pre and post education with the Infant Toddler Workshop, Special Abilities Workshop and Lifeguard Instructor Course.

Mark your calendar and save-the-date to ride the wave in 2019!

USSWIMSCHOOLS.ORG | 31

MAKING INDUSTRY WAVES

VIVA LAS VEGAS! Have you booked your hotel? Space at the Flamingo Las Vegas is filling up fast.

Visit usswimschools.org/events

WINNER ANNOUNCEMENT The Industry Insights Survey was a huge success! Congratulations to Steve Jeffers at British Swim School New Jersey who won the cash prize giveaway!

Thank you to all 167 participants for contributing valuable information for #SwimBizSuccess

USSSA 30TH ANNIVERSARY CELEBRATION Join us as we celebrate 30 years of serving the learn-to-swim business!

30 YEARS STRONG & WHERE YOU BELONG Continue to receive your membership benefits! We value your support & want to make sure you stay connected. Keep your membership active & continue to be part of our 30-year swim biz community! Easy online renewal at usswimschools.org/sign-in.

FOR YOUR MEMBERSHIP RENEWAL! The Association celebrated a record renewal month in April! Thank you for your support. We look forward to serving you and elevating your membership experience.

KEEP IT MOVIN’ It’s our members who keep it moving!

Looking to volunteer? Connect with us here: admin@usswimschools.org

32 | USSWIMSCHOOLS.ORG

SHARE YOUR SNAPSHOTS Do you have swim school photos you would like to share with the Association for editorial use? If so, we would love to hear from you! Email admin@usswimschools.org for more details. #SayCheese

NEW MARKETING TOOLKIT FOR FALL Back to Swim School has made its debut! This FREE & FULLY CUSTOMIZABLE Marketing Toolkit is now available.

Add your swim school logo and contact information for professional marketing pieces that are versatile and easy to use. Access the full file of marketing materials today! Visit usswimschools. org/sign-in

GO TEAM GO! Look for this quarterly Association update exclusively for swim instructors!

We encourage all members to share the eblast with their team. Enjoy!

USSSA MEMBER INVITATION: RSVP TODAY Invite your friends and get onboard the USSSA Owners Circle!

YOUR SHIP HAS COME IN The cruise is a Royal Caribbean 7-Night Southern Caribbean cruise departing San Juan, Puerto Rico, on January 27, 2019.

ADVENTURE AWAITS San Juan, Puerto Rico Basseterre, St. Kitts & Nevis St. Johns, Antigua Castries, St. Lucia Bridgetown, Barbados Philipsburg, St. Maarten

CONFERENCE FEATURES SWIM SCHOOL FOCUS From our partner, USA Swimming! The Regional Build-a-Pool Conference in November is specifically geared for swim school owners. Flyers available!

Email monica@usswimschools.org

CRUISE TO A NEW LEVEL This event is open to all USSSA Owner Members, with a focus on building relationships, sharing swim school best practices and having some fun along the way.

STOP DROWNING NOW is proud to announce that we are only 60 days away from launching our new website and online curriculum platform.

Why has a new website taken so long?

Because this is more than just a website.

This is a full online database for drowning prevention educators nationwide. This includes teachers, school districts, scouting troops, hospitals, cities, swim schools and individuals who are passionate about educating to eliminate drowning.

The new online platform has portals designated for each user.

This portal guides the user through teaching tools to use in their communities. Everything a user would need is downloadable directly from the platform.

Not only have we been working

on the new platform, but we have

been busy re-designing the look of the curriculum suite as well as creating new in-water programs specifically for swim schools.

In addition, our new site collects crucial data that will help the drowning prevention community determine how many people are reached through our programming and how the information is being used and retained. With this data, we as a community can gauge how far we are moving the needle.

RSVP TODAY, SPACE IS LIMITED! We are now accepting reservations with a $200 per couple deposit.

Space is limited and available on a first come, first served basis. Full itinerary, featuring reasonable rates and registration form available now online usswimschools.org/events

We canâ&#x20AC;&#x2122;t wait to launch this exciting new addition of Stop Drowning Now. Today alone 10 more people will die as a result of drowning. We all need to work together to continue educating about the risk of water and how to prevent drowning.

HOW CAN YOU HELP? Stop Drowning Now is proud of the work we have done so far. But this is just the beginning. We still need your help, both with bringing our drowning prevention programs to local communities as well as donations to help implement these programs. Please consider a tax deductible donation today, and if you have a contact in your area that may be interested in our curriculum suite, reach out to our team and we would be happy to help. Contact us at info@StopDrowningNow.org.

USSWIMSCHOOLS.ORG | 33

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USSSA MEMBERS RECEIVE 2018 ISHOF AWARDS FOR OUTSTANDING CONTRIBUTIONS TO AQUATICS

Congratulations to Lana Whitehead (SWIMkids USA) and Johnny Johnson (Blue Buoy Swim School) as they celebrate their respective specialty awards from the International Swimming Hall of Fame! Johnny was the

recipient of the Virginia Hunt Newman International Award. This award annually recognizes outstanding individuals who have made significant contributions in the field of infant and young child swimming instruction in the name of the “Mother of Infant Swimming,” Virginia Hunt Newman. Lana was presented with the Judge G. Harold Martin Award. The Harold Martin Award is presented to someone for long and exceptional leadership, insight and dedication to the water safety of children and the cause of making Every Child A Swimmer.

We salute you both!

34 | USSWIMSCHOOLS.ORG

CELEBRATE

CONNECTION 3 Great Ways to Build Strong Connections

•

with your students

•

with your parents

•

between a parent and their child

We are at an exciting time in the evolution of formal swim lessons where the world is rapidly trending towards gentle, attuned, child-centric teaching practices, particularly in infant and preschool programs.

The evidence base from this era of neuroscience grows by the day, informing our practices and affirming that attuned, responsive interactions with key care giving figures in the first few years of life are essential for healthy child development and learning.

BY JANINE RAMSEY 2018 NATIONAL CONFERENCE SPEAKER

Swim teachers are important figures in a young child’s life and also in a parent’s.

Through modeling, we teach our children and parents how to tune in to one another and how to connect.

USSWIMSCHOOLS.ORG | 35

So what are you teaching in this regard?

Are you teaching parents to ignore their child’s distress and resistance, to push through and force participation, or are you teaching parents to take the time to observe, listen, attune, and respond in a way that let’s their child know they are seen, understood and accepted?

In other words, are you teaching connection?

HERE ARE 3 GREAT WAYS TO BUILD STRONG CONNECTIONS IN LESSONS 1. Find the optimal pace for the child. It is hard to connect with a child, a parent, or for a parent to connect with their child, if the pace is too fast or too slow. Going too fast is a form of force and can often result in over arousal in the child and the parent. This can lead to crying, anger, disengagement, resistance, shame and/or despair. Going too slow can result in under arousal leading to boredom, disengagement, anger and/or resistance. Look, listen and feel the pace of the child. Tune in and match the pace of the child to connect.

2. Provide unstructured discovery time within each lesson. Unstructured discovery time using activity stations is a great way to provide the space 36 | USSWIMSCHOOLS.ORG

for connections to flourish. It allows the child to lead the way, choose their activity and participate at their optimal pace. Follow the child’s lead, share their journey. Research shows that child-led discovery play is the most effective form of learning for a young child.

3. Match the intensity of the child’s emotion. Connections are built when our emotional experience is seen, heard and felt by another. This is demonstrated by matching the intensity of the other’s emotional experience in our response without necessarily feeling it fully. For example, if a child is showing frustration at not being able to do something, we can notice this and say something like, “that’s really frustrating isn’t it” or “that’s really tricky isn’t it” or it could simply be a sound like, ‘ARRRRGH” or even a big hug.

Matching the intensity helps co-regulate the child’s emotion. It helps the child learn to soothe their own distress. It shows the child we see them, we hear them, we understand how they feel, we are attuned and we are connected.

This is also known as having empathy.

Strong interpersonal connections build trust and are the essential foundation for optimal learning and development.

How might you Celebrate Connection by implementing these 3 strategies in your lessons?

You will have the opportunity to meet Janine Ramsey at the 2018 National Conference in Las Vegas, Nevada. She will speak on the topic, What Do Forceful Practices Look Like in Swim and SelfRescue Lessons? Janine has had a lifelong involvement in the swimming industry as a competitive and synchronized swimmer, swim teacher and swim school owner.

She is an international presenter, a consultant to the learn-to-swim industry and a member of the Canadian-Based Smart Moves Swim Team. She has formal qualifications in statistics, change management and counseling. Janine is an active member of the Australian Swim School Association’s Pedagogy Committee and Trauma-Free Task Force. She is passionate about ensuring babies and young children have positive learn-to-swim experiences. For more great teaching ideas visit the blog at www.swimagine.ca.

The article is dedicated to my dear friend and colleague, Bette Pipes.

Bette was one of the most connected people I knew. She celebrated life to the fullest and was a leader in our industry in promoting gentle, child-centered teaching practices.

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