 8 Strategic Drivers
That Impact and Direct the USA Swimming Business Plan
Drivers That Are Historically Essential And Ongoing
1. To remain the #1 swimming nation at the Olympic Games.
2. To remain the leader in promoting the sport.
3. To remain the Olympic sports industry leader in “best practices”.
4. To maintain a position of financial strength.
Drivers That Need Greater Emphasis
5. To be recognized as America’s #1 family sport for competition,
health, and fitness.
6. To foster membership growth and retention, and to expand
affinity relationships.
7. To be the leader in forging strategic partnerships to enhance
the sport.
8. To identify and confront obstacles to future growth and success.
“The Drawing Board”
They may be “pie in the sky” ideas, but we have to dream big. Here
are some thoughts on future initiatives. Do you think any of these
items on the drawing board have potential?
• Develop a National Aquatic Center in a destination city like
Orlando or Las Vegas. The center would host our annual National
Championships and feature other amenities like a U.S. Swimming Hall
of Fame, a themed restaurant, and souvenir store. It could also
accommodate future camps and clinics.
• Create a National Summer League Invitational. This meet would be
geared toward summer league swimmers from ages 7 to 14. It would
qualify athletes on a point system as opposed to times. This would
be a way to reach non-members and perhaps increase our membership. We
could even have a “skills challenge” - sort of a swimming version of
Punt, Pass & Kick. The event could take place at the National Aquatic
Center too.
• Hold a meet in Central Park. Perhaps it’s a relay only event with
international teams. Or, maybe it’s the “Big Apple 200” where all
stroke events and relays are swum at the 200m distance. It would be
easy for spectators to follow and provide a friendly TV format as well.
• Create a new swimming program that allows kids to transition from
Learn To Swim to the Team. Perhaps it’s sort of a recreational swim
program that allows kids to become stronger swimmers and develop more
basic skills prior to joining their team. Kids might come twice a
week for eight weeks in the fall and then again in the spring. It
would be a way for us to get more kids involved and prepared to join
teams, while still allowing them to participate in other activities.
• Establish a licensing program with aquatic facilities that allows
for the use of the USA Swimming name, logo, and instructional
programs for a fee.
• Launch a web-based fantasy swim league for fans. This way you can
follow your favorite swimmer throughout the year.
• Produce a line of youth oriented products like a swimming video
game, books, or back-to-school items.
• Make a swimming-themed movie.
What Are Your Ideas?
Okay, we’ve floated a few “trial balloons” to you, now we want to
hear your thoughts. Tell us what you think about our ideas, as well
as the challenges listed below.
1. We want to be recognized as America’s #1 family sport for
health, fitness, and competition. In your mind, what is the one
thing we can do to achieve this?
2. Approximately one-third of our membership quits each year. We
want to foster membership retention. What can we do to encourage
those 12 to 14 year olds to stay involved?
3. Our membership statistics show we have a very modest
participatory base of African-Americans, Asian-Americans, and
Hispanics. What can we do to grow the diversity of our membership base?
4. We know there are partnerships with youth organizations and
federal agencies that could benefit our sport. But if you had to
pick just one that would have the most positive impact on USA
Swimming, who would it be and why?
5. We realize there are obstacles to our sport’s growth and that
various challenges await us. However, what do you see as the sport’s
biggest hurdle to clear?
We want to hear back from you!
Help us move forward and make a stronger impact on the swimming
industry. Share your thoughts and ideas with us at: drawingboard@usaswimming.org
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