FROM THE DESK OF THE EXECUTIVE DIRECTOR

op·por·tu·ni·ty /ˌäpərˈto͞onədē/ noun – a set of circumstances that makes it possible to do something An opportunity is a situation in which it is possible for you to do something that you want to do. op·por·tu·ni·ty

Cost

noun: ECONOMICS

The loss of potential gain from other alternatives when one alternative is chosen

Opportunity cost is the potential forgone profit from a missed opportunity the result of choosing one alternative and forgoing another.

As I ponder these two definitions, I can’t help but think about the recently proposed Bylaws changes presented at our Town Hall meeting. In many ways it feels like both this industry and the association are at a bit of a crossroads. The secret is out that the learn to swim business is a great business opportunity for many reasons. And as happens with all industries, we are at a point in the industry life cycle that includes consolidation.

Your board of directors has established a 10 year target that by 2033, USSSA members are the schools of choice for swim lessons. I’m sure I join many of you in the frustration that can be felt when conversations around water safety and learn to swim focus in on the American Red Cross and the YMCA. In my years of working with USSSA, there is no doubt in my mind that you are all industry experts with years of experience and expertise that comes with running your own business with passion and purpose. The challenge we face is that the public and legislative community doesn’t know we exist and even within the learn to swim industry, there is a lack of awareness of the expertise and knowledge you all have gained through years of serving your communities. There was a time as a new industry where it made a lot of sense to come together as business owners to learn from one another and navigate this new industry together. And I want to emphasize here, the USSSA leadership still has a desire to honor that spirit that got us here by continuing to create opportunities for swim school owners to come together with one another around important topics.

Over these past few years I have worked to establish a name for the USSSA within the learn to swim community. Taking an active role in the Aquatics Coalition that sprung out of the pandemic. Making connections within the learn to swim community to get USSSA a seat at the table with the Water Safety USA roundtable, a seat only received by being accepted into joining by the others at the table. Working to get at least one individual from USSSA membership involved in the National Water Safety Action Plan in the review phase after being unsuccessful in getting included earlier on in the process.

In attending conferences such as the Safer California Conference and the Ultimate Pool Conference, as well as monitoring aquatic leadership Facebook groups, I see we still have a lot of work to do even within the learn to swim industry. We have kids safety discussions that focus more on car safety than water safety, we have aquatic builders that think swim schools are only franchises and we have swim instructors that have never taught babies, looking for any information they can find to start teaching babies. There is a hunger and a desire from people teaching swimming to find ways to teach better, to do better, and to be better. I would argue, who better to step into the spotlight and take the leadership role for the learn to swim industry than USSSA and its members?

And as we start to work with more and more lobbyists and legislators across the country in various states, it has become clear that we need leaders in learn to swim to help shape its future. If we don’t speak up and become that resource for all facets of the learn to swim industry, then the legislators will continue to look to the American Red Cross and the YMCA. And I will add that in building relationships with leadership in both of those organizations, that they too have a desire to keep kids safe around water and I have found there are similarities that we all share. I am proud of the work we are able to do together as part of the Water Safety USA when we created the resource, what to look for in a good learn to swim program. It involved thoughtful discussion and meaningful compromise that resulted in a strong step together.

I hope as we move through the process to educate the members on the proposed bylaws changes and call for a vote in March, that you would thoughtfully consider, what do we want to be when we grow up? Is now the time we take this opportunity to expand our sphere of influence, while at the same time honoring where we came from? Or is there another solution you can share with association leadership to reach our 10 year target?

In the end the staff and I will honor and follow the decisions that come out of the bylaws vote. That is our job, and we will continue to serve all of you to the best of our ability for as long as it is sustainable.

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

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