Issuu

VOLUME 37 | ISSUE 3 2026

U N I T E D

S T A T E S

S W I M

S C H O O L

A S S O C I A T I O N

Circle of Success 7 Simple Ways to Improve Your Swim School This Week

WOULD YOUR CUSTOMERS RATHER BE A NAME OR A NUMBER? WHETHER YOU ARE RUNNING A BUSINESS, A TEAM, OR A REGISTER.

Building Confidence in New Swim Instructors: 6 Ways to Help Them Stay, Grow, and Care

IN THIS ISSUE TABLE OF CONTENTS

Letter From the President

5 From the Desk of the Executive Director 7 7 Simple Ways to Improve Your Swim School This Week

25 Calendar of Events

26 Celebrating Excellence: USSSA Certified Fundamental Swim Instructors 29 New Members Want to Know

11 Would Your Customers Rather be a Name or a Number? Whether You are Running a Business, a Team, or a Register

33 The Culture Starts With You

13 Building Confidence in New Swim Instructors: 6 Ways to Help Them Stay, Grow, and Care

48 Getting to Know Your Board of Directors

17 Five Frustrations, One Magic Wand, and Three Keys to Success 21 The Circle of Success Awaits in Orlando

39 Book Buzz 44 Ask Al

This image and cover image thanks to Flashpool Productions www.flashpoolproductions.com

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 Rose Cholewinski, SwimAmerica – Davis Vice President Micha Seal, Watermelon Swim Treasurer Debbie Sayers, DolFUN SWIM Academy ASSOCIATION DIRECTORS Lori Klatt America’s Kids Swim School Melissa McGarvey British Swim School Brittany Moog Bitty Bubbles Swim School

USSWIMSCHOOLS.ORG | 1

LETTER FROM THE PRESIDENT Hello from sunny California, There are many reasons we join professional associations. We come to learn. We come to grow our businesses. We come to solve problems, exchange ideas, and become better leaders. But sometimes, without even realizing it, we find something much greater. We find our people. Ten years ago, my husband of only five years was involved in a devastating bicycle accident along the California coast. I received a phone call from a California Highway Patrol officer who told me he had found a cellphone on the side of the road and believed it belonged to my husband, John. Then came the sentence that changed my life forever. The officer asked me to describe my husband. After confirming his identity, he quietly said, “I believe your husband was in a serious bicycle accident in Jenner, California and is being life-flighted to the hospital. Please call the hospital for details.” When I reached the hospital, I learned John had sustained life-threatening injuries: a broken neck, broken leg, broken ribs, and traumatic brain injuries. Everything after that felt like a blur. Hospital rooms. Doctors. Surgeries. Decisions. Fear. But one thing remains crystal clear. The outpouring of love from this association. Phone calls. Messages. Prayers. Encouragement. Check-ins. Offers to help. That friendship, that support, and that love carried me through the hardest season of my life. You lifted me when I

didn’t think I had the strength to put one foot in front of the other. You celebrated every small victory with me, every milestone, every bit of progress. Simply put... You are my people. Some of you are brand-new members. Others have been part of this association for decades. Whether we had known each other for years or had only met once at a conference, it didn’t matter. I felt supported by this incredible community, and ten years later, I want to use this opportunity to simply say:

ROSE CHOLEWINSKI President US Swim School Association

Thank you. The support extended beyond encouraging words. For years, I had learned from many of you how to build systems, develop leaders, create culture, and establish high standards within my swim school. Those lessons became invaluable when life unexpectedly required me to step away. My team didn’t need me every minute. They were ready. They led. They cared for our families. They protected the culture we had worked so hard to build. Everything this association had taught me became real in one of the most challenging moments of my life. As business owners, we’re busy. Summer is especially demanding. We often think, I really appreciate what that member taught me. Or, I’m so grateful they challenged me to think differently. Too often, that thought stays in our heads. I’d like to challenge all of us to do something different. Get that gratitude out of your head and into the ears of the person who needs to hear it. Continued on next page... USSWIMSCHOOLS.ORG | 3

Pick up the phone. Yes...the old-fashioned way. Call someone in this association. Thank them for believing in you. For teaching you. For challenging you. For encouraging you. For listening. For helping build the leader and business owner you are today. Own your circle of connection. One of my favorite quotes comes from Amy Poehler: “Find a group of people who challenge and inspire you. Spend a lot of time with them, and it will change your life.” I’ve been a member of this association since 2004. Although I don’t get to see many of you throughout the year, please know that I value you more than you realize. You changed my life. Today, ten years later, John continues to amaze us. After years of therapy, determination, and countless prayers, he

is doing well. He can’t see out of one eye because of his brain injury. He walks with a limp from both the brain injury and his broken leg. His voice is softer now and sometimes difficult for others to understand. He also needs far more sleep than I do—which can be challenging since I’m very much a “hit-the-groundrunning” kind of gal. But he drives. In fact, he recently bought a Tesla and absolutely loves the self-driving feature. More importantly, he loves. He loves his family. He loves his friends. He embraces life with gratitude instead of complaint. And every single day, I am reminded that none of us walk through life’s hardest moments alone. As your President, I hope we continue to be more than a professional association. I hope we continue to be a community that celebrates one another’s successes, shares wisdom freely, challenges each other to grow, and stands beside one another when life becomes unexpectedly difficult.

Ten years ago, you were there to lift me. For that, I will be forever grateful. Now, I’d like to ask one favor. When you finish reading this article, don’t simply move on to the next page. Pick up the phone. Call someone who has helped lift you, teach you, challenge you, encourage you, or simply remind you that you’re not in this business alone. Tell them what they mean to you. Your words matter. With love,

FROM THE DESK OF THE EXECUTIVE DIRECTOR There is a principle here that I think can help shape how we think about leadership and growth in this industry: your circle defines your ceiling. There is data to back this up. A survey of more than 200 small business owners by Kabbage found that 92% of mentored business owners say their mentor directly impacted their growth and survival. Meanwhile, research cited by the U.S. Small Business Administration found that 70% of mentored small businesses survive more than five years, double the survival rate of businesses without mentorship. Further data shows that small business owners who receive three or more hours of mentoring report higher revenues and increased growth. This isn’t motivational language. It’s a documented, measurable reality and it aligns with what many of you already know intuitively from running your swim schools. When you are in the room with people who have solved the problem you are facing right now, everything changes. What felt like an insurmountable challenge becomes a solvable puzzle. What felt like a lonely road becomes a shared journey.

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

That is precisely why I want to personally invite every one of you to the US Swim School Association National Conference this October in Orlando, Florida. This is your Circle of Success, assembled in one place: mentors, peers, and fellow entrepreneurs who speak your language. Whether you are a first-year owner still finding your footing or a seasoned operator ready to scale, the people in that room have something to offer you, and you have something to offer them. You can expect mentorship connections with experienced swim school owners, peer roundtables designed to surface real solutions, expert sessions on growth and operations, and the kind of in-person relationship building that pays dividends long after you return to your swim school. The Circle of Success doesn’t happen by accident. It’s built, intentionally, one relationship at a time. This October in Orlando, we’re giving you the opportunity to build yours. I hope to see you there.

USSWIMSCHOOLS.ORG | 5

Complete Your Swim School’s Circle of Success Meet Jackrabbit Swim

The all-in-one swim school management software that keeps every part of your business connected. Simplify Registration

Make it easy for families to enroll, manage classes, and stay connected online.

Keep Your School Running Smoothly Manage schedules, attendance, absences, makeups, and staff with less manual work.

Strengthen Cash Flow

Automate billing, accept secure online payments, and collect revenue more efficiently.

Turn Data Into Direction

Monitor enrollment, revenue, occupancy, and other key metrics so you can make confident decisions and keep your business growing.

Keep Families Connected

Give parents a better experience with the Parent Portal, your branded mobile app (Jackrabbit Plus), push notifications, and two-way messaging.

Count on Dedicated Support

Get help from a knowledgeable team that understands swim schools and is ready to support your success.

See how Jackrabbit can help your swim school succeed.

Automate billing, simplify payments with Jackrabbit Pay, and get paid faster with

secure, integrated payment processing. jackrabbitpay.com

7 SIMPLE WAYS TO IMPROVE YOUR SWIM SCHOOL THIS WEEK As swim school owners and leaders, it’s easy to get caught up in the big projects: hiring, marketing, facility upgrades, staff training, and growth plans. While those initiatives are important, some of the most impactful improvements come from small actions that can be implemented immediately.

As swim school owners and leaders, it’s easy to get caught up in the big projects: hiring, marketing, facility upgrades, staff training, and growth plans. While those initiatives are important, some of the most impactful improvements come from small actions that can be implemented immediately. If you’re looking for ways to strengthen your business this week, here are seven practical ideas that require little time, little money, and can produce noticeable results. Continued on next page...

USSWIMSCHOOLS.ORG | 7

1. CALL THREE FAMILIES WHO HAVEN’T BEEN SEEN RECENTLY Many swim schools track attendance, but few proactively reach out when a student starts missing lessons. Set aside 15 minutes this week and call three families whose attendance has dropped.

4. CREATE A “FREQUENTLY ASKED QUESTIONS” CHEAT SHEET What are the questions your team answers every day? Common examples include: • Make-up lesson policies • Progression between levels

Don’t sell. Simply check in.

• What to bring to lessons

Try saying:

• Scheduling options

“Hi, we noticed we haven’t seen Emma in a few weeks and wanted to make sure everything is okay. We’d love to have her back when you’re ready.”

Create a one-page FAQ sheet for staff and families.

Families appreciate being noticed. A simple phone call can prevent cancellations and strengthen relationships. 2. CATCH AN EMPLOYEE DOING SOMETHING RIGHT Most feedback happens when something goes wrong.

This simple resource improves consistency and saves time. 5. SPEND 10 MINUTES OBSERVING LESSONS Many owners become so focused on operations that they spend less time watching instruction. This week, observe a few lessons without interrupting.

This week, make it a goal to recognize five employees for specific actions.

Look for:

Instead of saying:

• Student participation

“Good job today.”

• Safety practices

Try:

• Teaching consistency

“I noticed how patiently you worked with that nervous swimmer. You helped build their confidence, and it showed.”

You may identify coaching opportunities or discover instructors doing exceptional work.

• Instructor engagement

Specific praise reinforces desired behaviors and boosts morale.

Walk from the parking lot to the front desk and ask yourself: • Is it easy to find the entrance?

• Is the facility clean?

6. WRITE ONE THANK-YOU NOTE Choose a staff member, customer, or community partner and write a handwritten thank-you note.

• Would I feel confident bringing my child here?

In a world filled with texts and emails, handwritten notes stand out.

Fresh eyes often reveal opportunities for improvement that staff have stopped noticing.

The investment is minimal. The impact can be significant.

• Is the lobby welcoming?

8 | USSWIMSCHOOLS.ORG

Ask your team: “If you could change one thing to improve our swim school, what would it be?” Then listen. Front-line employees often see challenges and opportunities that leadership misses. You don’t have to implement every suggestion, but gathering feedback demonstrates respect and encourages engagement. SMALL CHANGES CREATE BIG RESULTS It’s easy to assume meaningful improvement requires a major initiative or a large budget. Often, the opposite is true. A phone call. A thank-you note. A conversation. A facility walk-through. A few moments of recognition. These small actions help build stronger teams, better customer experiences, and healthier businesses. Choose one idea from this list and implement it this week. Then choose another next week. Consistent improvement rarely happens through one dramatic change. It happens through small actions repeated over time.

3. WALK THROUGH YOUR FACILITY LIKE A NEW PARENT Pretend you’ve never visited your swim school before.

• Are signs clear?

7. ASK ONE QUESTION This may be the most valuable idea on the list.

People remember how you make them feel.

WOULD YOUR CUSTOMERS RATHER BE A NAME OR A NUMBER? WHETHER YOU ARE RUNNING A BUSINESS, A TEAM, OR A REGISTER. In the swim school world, you’re fighting two battles at once - finding the right people and keeping them long enough to matter. The instructors who make a lasting impression aren’t always the most technically skilled; they’re the ones who remember that a nervous six-year-old in lane two is named Olivia, not “the kid in the floaties.” That’s not a small thing. That’s everything. The messaging below reminds us that “every interaction is an opportunity to make others FEEL a certain way.” Remind your team that your patrons are not just “numbers” but rather “names”... and the water can be scary for many people. Do your best to make them FEEL COMFORTABLE and like a PERSON. More at https:// mostpeopledont.com. I walked into a coffee shop yesterday, gave them my name, and watched them ignore it the entire time I was there. When I came through the door, a chime went off, and a chorus of employees said “welcome in,” “welcome in”

“welcome in,” without a single one looking up. They were looking at the pastries, the microwave, the coffee beans, the order screen, anywhere except at the humans walking in the door. Their checklist of tasks had clearly been trained into them. The eye contact had not. I walked up to the counter to order. I asked for a ‘large’ coffee in a way that was apparently not their proper way, and the person at the register quickly corrected me on their name for the large coffee.

BY BART BERKEY FOUNDER OF MOST PEOPLE DON’T

“Do your best to make them feel comfortable and like a person.”

Then, I ordered my wife’s americano with steamed whole milk and a touch of whipped cream, plus cinnamon on top. They asked for a name, and I told them Bart, then changed it to Happy on a whim. They wrote “Happy” on the cup, then flipped the screen toward me almost before I had finished my order, waiting silently to see if I would add anything to the gratuity line. Continued on next page...

USSWIMSCHOOLS.ORG | 11

A few minutes later, my drink was ready. Instead of saying, “Bart, your coffee is ready” or “Happy, your coffee is ready,” the barista picked up the cup and read off the ingredients. “Who had the americano with a splash of whole milk, whipped cream, and cinnamon on top?” I stood there a moment. They had my name. They had written it down. They never used it. That is what being processed feels like. Not rude. Just unnoticed. Every part of the interaction was technically correct. They greeted me when I walked in, took my order without missing the size, flipped the screen for my tip, and had my drink ready when they said they would. But not one of those moments felt like it was about me. Each one was a checklist completion instead of a human moment.

That is the difference between being processed and being cared for, and it is the gap that HUMANALITY is built to close. HUMANALITY is the practice of making someone feel valued, cared for, seen, and heard - in a world that has gotten increasingly transactional and processed. Two ways to close that gap in your own world this week, whether you are running a business, a team, or a register. Isn’t it better to serve than to scan people? First, train your team to look people in the eye when speaking to them. This single act, eye contact, separates a processed greeting from a real one. If the chime goes off and someone says “welcome” without looking up, ironically, the team member successfully completed one of the task in their checklist, however, they failed to emotionally complete it. This is a valuable training opportunity to improve customer loyalty and retention.

Eye contact first, then speak. The order matters. Second, when someone gives a you their name, it should be used. This sounds obvious, until you start paying attention to how often it doesn’t happen. Names are free. They are the cheapest way of making people feel seen. If a customer hands you their name, hand it back to them the next time you have a chance to use it. “Bart, your coffee is ready” is way more personal than “Who had the americano?” So here is the question I am sitting with this week, and I will leave it with you: Where in your business today, is your team merely going through their checklist of tasks? Today, start training your team to feel valued, cared for, seen, and heard. That’s HUMANALITY. Most People Don’t. But You DO!

BUILDING CONFIDENCE IN NEW SWIM INSTRUCTORS: 6 WAYS TO HELP THEM STAY, GROW, AND CARE Every experienced swim instructor remembers their first day on deck. The nervousness. The uncertainty. The fear of making a mistake in front of parents, students, or coworkers. For many new instructors, especially teenagers and young adults, teaching swim lessons may be their first professional job. While they may know how to swim, they are still learning how to communicate, lead a class, solve problems, and build relationships with families. How you support them during those first few weeks can determine whether they become long-term team members or decide the job isn’t for them. Here are six simple strategies swim schools can implement immediately to help new instructors gain confidence, feel valued, and stay engaged. Continued on next page... USSWIMSCHOOLS.ORG | 13

1. REMEMBER: THEY ARE LEARNING MORE THAN SWIM INSTRUCTION Many managers focus heavily on teaching skills, lesson plans, and safety procedures. Those are important, but new instructors are also learning how to: • Arrive on time • Communicate professionally • Handle responsibility • Receive feedback • Work as part of a team When mistakes happen, ask yourself: “Is this a training issue or an experience issue?” Sometimes a new instructor doesn’t need correction. They need coaching. Patience during the learning process builds trust and confidence.

14 | USSWIMSCHOOLS.ORG

2. PAIR NEW INSTRUCTORS WITH A MENTOR One of the fastest ways to build confidence is through relationships. Assign each new instructor a mentor for their first few months. Encourage mentors to: • Check in before shifts • Answer questions

3. CATCH THEM DOING SOMETHING RIGHT New instructors often hear feedback only when something needs improvement. While constructive coaching is necessary, confidence grows when people know what they’re doing well. Instead of saying: “Good job today.”

• Share teaching tips

Try:

• Offer encouragement after challenging lessons

“I noticed how patient you were with that nervous swimmer. You helped them feel comfortable in the water.”

Many young employees are hesitant to approach managers with every concern. Having a peer mentor creates a comfortable support system. The goal is simple: make sure no new instructor feels like they’re figuring everything out alone.

Specific praise helps instructors understand which behaviors contribute to success. It also reinforces the idea that leadership notices their effort.

4. GIVE THEM SMALL WINS EARLY Confidence comes from success. Whenever possible, set new instructors up for achievable victories. This might include: • Starting with smaller classes • Pairing them with experienced instructors • Assigning age groups that match their strengths • Providing opportunities to demonstrate skills they already do well Success builds momentum. As confidence grows, responsibilities can gradually increase. 5. HELP THEM SEE THEIR IMPACT Many young instructors don’t realize how meaningful their work truly is. They may think they’re simply teaching swim lessons.

6. ASK FOR THEIR INPUT One of the quickest ways to increase engagement is to ask employees for their ideas. Questions like:

In reality, they are helping children build confidence, overcome fears, and learn life-saving skills.

• “What’s working well?”

Share positive parent feedback.

• “What challenges are you seeing?”

Celebrate student accomplishments.

Show instructors that their opinions matter.

Point out moments when a child achieves something they couldn’t do a few weeks earlier. When instructors understand the difference they make, they become more connected to the mission of the swim school. People stay longer when they believe their work matters.

• “What would make your job easier?”

Not every suggestion will be implemented, but being asked creates a sense of ownership.

It’s about creating an environment where young employees feel supported, valued, and capable of growth. Many swim schools hire instructors. The most successful swim schools develop them. When you invest in confidence, mentorship, recognition, and meaningful relationships, you don’t just create better instructors. You create future leaders. And in an industry where staff retention can be challenging, that investment pays dividends for years to come.

People care more when they feel included. THE REAL GOAL Building confident instructors isn’t just about improving lesson quality.

BUILD CONFIDENCE THROUGH TRAINING New instructors gain confidence when they feel prepared. While on-deck training is essential, some teaching situations simply don’t occur during a new instructor’s first few weeks. USSSA’s online courses complement hands-on training with videos that demonstrate swim lesson fundamentals, teaching techniques, and situational decision-making. Instructors can learn how experienced teachers handle common challenges and scenarios they may not have encountered on deck yet. Many USSSA member swim schools incorporate the Certified Fundamental Swim Instructor™ (CFSI) certification into their instructor training program, with some requiring all instructors to earn the credential. A consistent training standard helps instructors feel more confident in their abilities while reinforcing families’ confidence in the quality and professionalism of the swim school’s team.

USSWIMSCHOOLS.ORG | 15

I can be your

EOS Implementer Matchmaker

G E T T H E TOOLS Y O U NEED TO BUILD YOUR BEST SWIM SCHOOL BUSINESS

Even the savviest business owners can't do it all on their own. Gaining Traction® requires a team of people who have a clear understanding of what your vision is, and how to achieve it. Mary Reilly-Magee has over 20 years of experience owning her own swim school business and has been running on EOS since 2017, so she knows exactly how to match the right people together to build effective teams. She's spent years building relationships, being coached and coaching others. She can teach you how to get on the fast track to building an even better business now.

What You Get From Mary:

W h a t Y o u W o n ' t Get F r o m M a r y :

• 30-minute o n e - o n - o n e conversation • A safe, judgment-free space to talk about your business • Experience shares and personalized resources • A trusted referral resource with access to great implementers at all price ranges

• Annoying, salesy jargon • Pressure to work with someone who's not right for you • Untested business theory

® eosworldwide.com/mary-reilly-magee m mary.reilly-magee@eosworldwide.com

□

210-381-9174

FIVE FRUSTRATIONS, ONE MAGIC WAND, AND THREE KEYS TO SUCCESS My coach asked me a simple question a few weeks ago: If you could wave a magic wand and change one thing about your business, what would it be?

BY MARY REILLY-MAGEE EXPERT EOS IMPLEMENTER, USSSA MEMBER AND FORMER PRESIDENT-ELECT

I’ve been returning to that question over and over ever since. Every entrepreneur I’ve ever sat across the table from — swim school owners included — is carrying some version of the same five weights. Chronic people problems. A nagging sense of a lack of control. Margins that never hold. A ceiling nobody can name but everybody feels. The exhausting sense that nothing ever works the way it should. You’ve probably felt at least one of those this week. Continued on next page... USSWIMSCHOOLS.ORG | 17

The truth is, we’re all wishing for the same things: • Customers lining up at the door because they believe in our brand • Marketing that’s mostly word of mouth because our clients love us • Everyone actually follows our processes because they have been trained, measured and managed (they’re not collecting dust in a binder on a shelf or under someone’s desk) • Our people stay because they see a future and grow themselves and each other • Cash flow is consistent, predictable with a cash stockpile that is invested wisely • Data that helps you decide with objectivity instead of using just your gut or feelings • A team that has the courage to be open, honest and vulnerable and still likes each other • Goals that get executed with real focus, commitment, and accountability, quarter after quarter

That’s not a wish list. That’s a business with a system that works as its foundation. You already have an operating system you’re running on, whether you know it or not. I am just inviting you to look at how well it’s working for you. Here’s what I tell every owner who answers the magic wand question: you need three things to run a better business and live a better life: a coach, a peer advisory group, and an operating system. Let’s start with a coach. Not a cheerleader. Not someone who nods along while you vent about your

18 | USSWIMSCHOOLS.ORG

Tuesday. A coach who will look at your numbers, your org chart, and your own blind spots and tell you what you most need and sometimes don’t want to hear. Here’s the resistance I hear most: “I don’t need a coach, I need more time.” But what if that’s backwards? The owners who feel most out of time are almost always the ones without a coach — because nobody’s requiring them to stop, look at the business from above, and make the one decision that would buy back ten hours a week. A coach doesn’t add another thing to your plate. A coach is the person who sees all the plates you are juggling and asks you

how each one contributes to the life you want to create, and wonders with you what life could be like if you let some things go. Another common resistance to coaching is pride. You built this business. You know it better than anyone else. That’s true — and it’s also the exact reason you can’t see what’s wrong with it. You’re too close. You’ve been staring at the same challenges for so long that you’ve stopped seeing them as problems. They’ve just become “how things are.” A good coach has no such blindness. They see the things you’ve explained away a hundred times and help you question the status quo. Another kind of growth development every business owner needs is peer advisory. This is a favorite way to grow for me! And the U.S. Swim School Association is a great resource for peer advice, counsel, education and experience sharing. But please keep in mind, peer advisory only works if you let it wound you a little. Every swim school owner in that room has a business that looks nothing like yours — different market, different staff, different P&L — and somehow they will still see your problems faster than you do, because they’re not standing inside it. Often, the instinct in that room is to talk. To explain your situation, defend your choices, make sure everyone understands why your circumstances are different. Resist it. The owners who get the most out of peer advisory are the ones who shut up and let the group tell them something true, even when it stings. That’s the power of peer advisory, they’ve been you. If you leave every session feeling affirmed, the group isn’t doing its job — and neither are you. And finally, an operating system is the piece most owners skip because they don’t realize the one they have defaulted to is why stuff isn’t working. The right operating system solves the chronic problems you may not realize you have — the ones that show up in year three when you’ve hired your tenth manager, or when nobody can tell you why the 9:00 class runs differently than the 4:00 one. Or in year five when you

matches your actual problem, pay what you think the conversation is worth, and every dollar goes to drowning prevention advocacy efforts. Building a stronger business and serving the deeper mission of this industry were never two separate things. Bring your stickiest problem and get counsel from someone who has been there. Look for the full lineup and how to reserve your slot in the September eNews. See you there. Choosing love every day, Throwback to “Ask the Expert” at the 2019 USSSA National Conference in Milwaukee.

want to open a second location and realize the entire business only runs because you have all the answers. An operating system is what builds the businesses value and helps the business thrive while you’re on vacation, sick, or eventually walk away entirely. Without one, you haven’t built a business. You’ve built a very demanding job.

ASK THE EXPERT, LIVE AT NATIONAL CONFERENCE This year, I’m bringing that same principle to the conference floor. Ask the Expert is: 15-minute, one-on-one sessions with a lineup of specialists I’m curating myself — people with real, hard-won expertise in a specific piece of this business. You book the one who

Mary Reilly-Magee

THE CIRCLE OF SUCCESS AWAITS IN ORLANDO The countdown has begun for the 2026 US Swim School Association National Conference, and this year’s event promises to be one of our most inspiring and valuable conferences yet. Set against the backdrop of beautiful Orlando, Florida, the conference brings together swim school owners, managers, instructors, and industry professionals for several days of learning, collaboration, and connection. Whether you’re looking to improve operations, strengthen your team, enhance your teaching, or grow your business, you’ll leave Orlando with practical strategies, fresh ideas, and a network of colleagues who understand the unique challenges and opportunities of the swim school industry. Continued on next page...

USSWIMSCHOOLS.ORG | 21

LEARN. GROW. LEAD. This year’s educational program is packed with sessions designed to help every member of your team succeed. Throughout the conference, attendees will explore topics including:

Networking is woven throughout the entire conference. Between educational sessions, during refreshment breaks, in the exhibit hall, and at our evening receptions, you’ll have countless opportunities to exchange ideas with fellow swim school professionals from across the country.

As the awards are presented, we’ll celebrate the achievements that inspire us all, then keep the evening going with great conversation, plenty of applause, and time to reconnect with friends old and new.

• Business growth and strategic planning • Leadership and staff development • Hiring, retention, and company culture • Marketing and customer experience • Water safety advocacy • Adaptive Aquatics and Trauma Informed Aquatics • Risk management and operational excellence • Technology and innovation in swim schools • Industry trends and best practices • Two In-Water Sessions! You’ll leave with practical tools you can implement immediately, along with new ideas that will continue to benefit your business long after the conference ends.

THE BEST CONVERSATIONS HAPPEN BETWEEN SESSIONS While the educational sessions are exceptional, many attendees say the real magic happens in the conversations outside the meeting rooms. 22 | USSWIMSCHOOLS.ORG

Capture memories at themed photo opportunities, raise a glass with friends at the bar, and enjoy an evening filled with laughter, recognition, and celebration. Whether you choose Hollywood glamour, movie star chic, or simply come ready to have a great time, you’ll be surrounded by colleagues who share your passion for teaching children to swim.

Whether you’re discussing staffing solutions, comparing teaching techniques, exploring new products, or simply building friendships with people who truly understand your business, these connections often become some of the most valuable takeaways from the conference. USSSA AWARDS DINNER: LIGHTS. CAMERA. MAGIC. The spotlight shines on night two with one of the most anticipated events of the conference - the USSSA Awards Dinner. Roll out the red carpet and get ready for an evening of celebration inspired by the glamour of Old Hollywood, the excitement of movie premieres, and the magic of storytelling. Together, we’ll recognize the outstanding individuals whose passion, innovation, and dedication continue to make our industry shine.

It’s more than an awards dinner. It’s a night to celebrate the people who make the US Swim School Association such an extraordinary community. Lights. Camera. Magic. We can’t wait to see you there! START EARLY WITH CREATING NEXT LEVEL BABY TEACHERS Arrive a day early and take your infant and toddler teaching skills to the next level by participating in the Creating Next Level Baby Teachers workshop on October 18, 2026. This highly respected program shares best practices for fostering comfort, confidence, and success in swimming lessons without causing trauma. Led by Krissy Bartlett of Emler Swim & Gym, the course is built upon the combined expertise of instructors with more than 115 years of experience teaching children under the age of three and their parents.

The program combines an online pre-course with an engaging six-hour, in-person workshop, giving instructors practical tools to strengthen their teaching while building upon the knowledge they already have. The course is regularly updated with the latest research and is designed to help instructors continue growing throughout their careers. CNLBT WORKSHOP DETAILS

DISCOVER A DIFFERENT SIDE OF CENTRAL FLORIDA If theme parks aren’t on your agenda, consider joining the Post-Conference Winter Park Outing. Following the final conference session, relax and experience one of Central Florida’s most charming destinations. Winter Park offers a refreshing escape with beautiful lakes, historic neighborhoods, boutique shopping, sidewalk cafés, and a welcoming small-town atmosphere.

Date: October 18, 2026 Time: 12:00 PM – 6:00 PM EST Instructor: Krissy Bartlett, Hilton Orlando Lake Buena Vista

Whether you’re attending for the education, the networking, the professional development, or simply to reconnect with your USSSA family, you’ll return home inspired and equipped to make an even greater impact in your swim school.

Registration Fee: $159 (includes the Creating Next Level Baby Teachers Online Pre-Course) EXPERIENCE ORLANDO BEYOND THE CONFERENCE The conference hotel places you in one of Orlando’s most exciting destinations. Just a short walk away is Disney Springs®, where attendees can enjoy world-class shopping, outstanding restaurants, live entertainment, and exclusive “Show Your Badge” discounts available at select locations. Planning to visit the parks? USSSA attendees can purchase discounted Walt Disney World® Theme Park tickets that are valid for use up to seven days before, during, and seven days after the National Conference, making it easy to turn your conference trip into a memorable family vacation.

JOIN THE CIRCLE OF SUCCESS The US Swim School Association National Conference is more than an event. It’s where ideas are exchanged, partnerships are formed, friendships are strengthened, and the future of the swim school industry is shaped.

The adventure begins aboard the famous Winter Park Scenic Boat Tour, a leisurely one-hour cruise through three pristine lakes connected by picturesque canals. Along the way, you’ll enjoy breathtaking waterfront homes while learning about the area’s fascinating history from knowledgeable local guides.

After the boat tour, you’ll have time to stroll along Park Avenue, browse unique local shops, enjoy lunch or coffee at one of the outdoor cafés, and soak in the relaxed atmosphere. The final conference session concludes at 1:30 PM, with the bus departing at 2:00 PM. Space is limited, so be sure to reserve your spot during registration.

SCENIC WINTER PARK BOAT TOUR POST-CONFERENCE OUTING DETAILS Date: October 21, 2026 Time: 2:00 PM – 5:00 PM EST Event: Scenic Boat Tour through Winter Park Registration Fee: $100 (includes transportation) Limited Spots!

USSWIMSCHOOLS.ORG | 23

Every GROW subscription helps a child learn to swim.

Powered by CareerPlug's partnership with Hope Floats Subscribe to the Grow plan and receive a monthly credit of $115 toward your Hope Floats account.

Hire your winning team, onboard and retain employees, and help them thrive.

Scan to get started, or visit offers.careerplug.com/usssa Powered by

CALENDAR OF EVENTS

FOR MORE DETAILS, VISIT: USSWIMSCHOOLS.ORG/EVENTS

SEPT 12 CREATING NEXT LEVEL BABY TEACHERS PART 1 VIRTUAL

THANK YOU ANNUAL SPONSORS

SEPT 19 CREATING NEXT LEVEL BABY TEACHERS PART 2 VIRTUAL SEPT 26 CREATING NEXT LEVEL BABY TEACHERS PART 3 VIRTUAL OCT 18 CREATING NEXT LEVEL BABY TEACHERS FULL WORKSHOP HILTON ORLANDO LAKE BUENA VISTA 1751 HOTEL PLAZA BOULEVARD ORLANDO, FL OCT 19 - 21 USSSA NATIONAL CONFERENCE HILTON ORLANDO LAKE BUENA VISTA 1751 HOTEL PLAZA BOULEVARD ORLANDO, FL

A3 PERFORMANCE AQUAMENTOR COUNSILMAN-HUNSAKER CRESSI EVERY CHILD A SWIMMER INNOVATIVE PRODUCTS UNLIMITED NEPTUNE BENSON, XYLEM O2C BRANDS (GREEN SPROUTS)

POOLCORP COMMERCIAL AQUATICS PROVEN PROMOTIONS SBR SPORTS INC. (TRISWIM) SNYDER INSURANCE SERVICES, INC. SPORTS ENGINE SWIM INFLUX VORGEE USA

USSWIMSCHOOLS.ORG | 25

LIST OF ADVERTISERS 3rd Level | p27 A3 Kids | p12 Aqua Mentor | p30 Career Plug | p24

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! ALLYSON ALLEN The Swim Center Atlanta, GA

JOSEPH MARTINEZ COM Aquatics Learn to Swim Midland, TX

CORTNEY COLANGELO Aqua Stars Palm Beach, LLC Jupiter, FL

EMILY RABAS Wisconsin Swim Academy Appleton, WI

PRISCILLA FOSTER Aquatics South Starkville, MS

KAYCI TAYLOR Kenzie’s Kids Gilbert, AZ

FALAK KHAN Aqua Duks Swim School Anaheim, CA

EMILEE WORKMAN Mountain Wave Swimming Rigby, ID

26 | USSWIMSCHOOLS.ORG

The Certified Fundamental Swim Instructor (CFSI) certification is designed to help swim schools strengthen their teams by providing instructors with a solid foundation in effective swim instruction. The program focuses on core teaching principles, safety, and best practices that help instructors succeed in the water. By supporting instructors in earning certifications like CFSI, swim schools demonstrate a commitment to professional development while building a more confident, capable staff. Learn more about the CFSI certification at https://usswimschools.org/certification-faqs/

SUCCESS BEGINS WITH THE AIR THEY BREATHE Chloramine Removal

Healthier Air Positive Experieces Better Retention Paddock Evacuator®

*And less corrosion

SEE HOW YOU CAN CLEAR THE AIR.

WHAT IS ONE PIECE OF ADVICE YOU FIND YOURSELF GIVING THE MOST OFTEN, TO OTHER SWIM SCHOOL OWNERS? Great swim schools are built on systems, not a superhero owner who tries to do it all. If you want consistent quality and growth, document your processes so families receive the same exceptional experience regardless of who is working that day. At the same time, spend as much energy hiring the right people as you do refining your curriculum— getting the right people in the right seats solves countless problems before they ever happen. Strong systems and strong people are the foundation of a business that can thrive long-term. LEIGHANN DAY OWNER, NORTH JERSEY AQUATICS Definitely the #1 advice I give all swim school owners is after you lease for a while buy land and build your dream swim school. I know it’s scary to buy land however, land goes up in value and when the time comes up when you sell you keep the land and lease. Great for your retirement and your family.

Stay focused on the child in front of you. It’s easy to get distracted by enrollment goals, competitors, and industry trends, but every lesson is ultimately about helping one child become safer, more confident, and more capable in the water. When that remains your north star, the right business decisions tend to follow. I often remind swim school owners that every child who walks through our doors has a different story. Some are fearful of the water. Some are overcoming a previous negative experience. Others are learning skills that could one day save their life. When we focus first on that individual child’s needs, rather than simply progressing them through a curriculum, we create better outcomes for both the student and the family. For example, if a child is struggling with confidence, it may be tempting to push forward to meet a benchmark or satisfy a parent’s expectations. Instead, we might spend an extra lesson building trust, celebrating small wins, and helping that child feel successful. While it may seem like slower progress in the moment, it often leads to greater longterm growth, stronger family relationships, and a more confident swimmer.

Don’t build your swim school around enrollment, build it around retention. Early on, it’s easy to become obsessed with new students, marketing campaigns, and growth. Those things are important, but the real magic happens when families choose to stay. If you focus on creating an exceptional experience for your students, parents, and staff, enrollment will take care of itself. Invest in your instructors. Create clear pathways for student progression. Communicate well with families. Celebrate milestones. Make your facility and culture a place people want to come back to week after week. The biggest growth I’ve experienced in my swim school didn’t come from finding more customers, it came from keeping the ones we already had. When families stay longer, students progress further, instructors feel more successful, and the entire business becomes healthier and more sustainable. In short: Retention is the result of doing a hundred little things right every single day. LARISSA KOERSCHNER OWNER, ALLIGATOR STEPS SWIM SCHOOL

When we put the child at the center of every decision, we don’t just build better swimmers—we build stronger swim schools. DEBBIE SAYERS VISIONARY FOUNDER AND OWNER, DOLFUN SWIM ACADEMY

JEFFERY PURCHIN I’M A FREE PERSON! RETIRED, 5 CITIES SWIM SCHOOL USSWIMSCHOOLS.ORG | 29

THE RIPPLE EFFECT One moment can chage everything. So can ONE LESSON.

WHEN A CHILD DROWNS 1 Moment → Lifelong Ripples

Emotional Impact

A family’s world breaks open, leaving lifelong grief that never fades.

Community Impact

Communities carry the grief long after the tragedy.

First Responders

Emergency personnel experience lasting emotional trauma.

Financial Burden

Medical response, counseling, and recovery create long-term strain.

WHEN A CHILD LEARNS TO SWIM 1 Skill → Lifelong Protection

Confidence

Children gain confidence and comfort around water.

Family Peace of Mind

Parents feel safer and more empowered.

Opportunity

Swimming opens doors to sports, recreation and lifelong wellness.

Safer Communities

Fewer drownings create stronger, healthier communities

the swimming insurance professionals

From Poolside to Portfolio: COMPLETE PROTECTION FOR YOUR WORLD

Personal Lines Insurance Home Auto Umbrella Multiple Properties High Net-worth

800-777-4930 theriskpeople.com

COVERAGES WE OFFER • • • • • • • • • •

Property General Liability XS Liability Residential Lessons Special Events Cyber Liability Workers Compensation Employment Practice Liability Participant Accident And many more

Trusted for over 40 years

THE CULTURE STARTS WITH YOU Every swim school owner wants a team that is positive, engaged, and committed to helping students succeed. We want instructors who bring energy to every lesson, customer service representatives who make families feel welcome, and leaders who inspire confidence. But culture does not happen by accident. It starts with you. As a swim school owner or manager, your attitude sets the tone for everyone around you. Your team watches how you respond to challenges, handle setbacks, celebrate successes, and interact with others. Whether you realize it or not, you are teaching every day, not just through your words, but through your actions. Continued on next page...

USSWIMSCHOOLS.ORG | 33

YOUR MINDSET MATTERS Running a swim school can be incredibly rewarding, but it can also be demanding. Staffing challenges, enrollment fluctuations, facility issues, and unexpected problems can test even the most experienced leaders.

Read books that challenge your thinking. Attend conferences and workshops. Seek out mentors. Surround yourself with people who inspire growth and excellence.

focused on development can strengthen relationships and improve retention.

The stronger you become as a leader, the stronger your organization becomes.

The difference is not whether challenges occur. The difference is how you respond.

BUILD THE CULTURE YOU WANT

Every business faces circumstances outside its control. Economic conditions change. Competitors enter the market. Unexpected challenges arise.

When leaders approach obstacles with a solution-focused mindset, teams become more resilient. When leaders remain calm under pressure, employees gain confidence. When leaders focus on opportunities instead of limitations, innovation follows. A positive mindset does not mean ignoring problems. It means believing that problems can be solved. INVEST IN YOUR GREATEST ASSET Many swim school owners invest in equipment, technology, marketing, and facilities. These investments are important, but one of the most valuable investments you can make is in yourself. 34 | USSWIMSCHOOLS.ORG

Culture is not a mission statement hanging on a wall. It is the collection of daily habits, conversations, and decisions that define your workplace. Ask yourself: • Do my employees feel appreciated? • Do I recognize effort as often as I recognize mistakes? • Do I create opportunities for growth? • Do I model the behavior I expect from others? Small actions create lasting impact. A sincere thank-you, a note of encouragement, or a conversation

FOCUS ON WHAT YOU CAN CONTROL

Successful leaders focus their energy on what they can control: their attitude, their effort, their communication, and their commitment to continuous improvement. When leaders take ownership of their actions, they empower their teams to do the same. THE RIPPLE EFFECT The culture you create affects more than your staff. It influences every family who walks through your doors. Employees who feel valued create better experiences for students.

Positive teams communicate more effectively with parents. Strong cultures build trust, loyalty, and long-term success. The ripple effect begins with leadership.

As swim school professionals, we spend our days teaching children life-saving skills. The same principle applies to leadership. Small, consistent actions produce meaningful results over time.

The culture of your swim school starts with you. Choose each day to lead with purpose, positivity, and a commitment to growth. Your team, your families, and your business will benefit from the example you set.

Say Goodbye to Chlorine Odor, Bather Irritation, and Toxic Pool Water!

Proven swim school treatment systems since 1983 including: UV • Saline • Ozone • Chemistry Controls • Drinking Water-Grade filtration Wirelessly control your pump room including chemistry, UV, Heaters.

Choice of leading USSSA Swim Schools! Proven On-Site Support and Service throughout the US via the SSD™ Network. Experts in new construction and renovation treatment programs.

Commercial Energy Specialists • 952 Jupiter Park Lane • Jupiter, Florida 33458 • 800.940.1557 • www.ceswaterquality.com

Solving critical water and air quality challenges for aquatic facilities Filtration, disinfection, and circulation solutions trusted since 1956 Scan the QR code to learn how we can help your facility: • Minimize downtime • Lower operational costs • Enhance bather experience • Deliver clean and clear water • Protect against chlorine-resistant pathogens • Save water, chemicals, energy, and space

DISCOVER THE LATEST BOOKS THAT HAVE BEEN CREATING A BUZZ AMONG OUR MEMBERS!

HIDDEN POTENTIAL: THE SCIENCE OF ACHIEVING GREATER THINGS ADAM GRANT

In Hidden Potential, Adam Grant challenges the idea that success is reserved for the naturally gifted. Drawing on research and real-life stories, he shows that character, persistence, and a willingness to keep learning are often far more important than innate talent. The book explores how anyone can develop skills, overcome setbacks, and unlock abilities they never realized they had. Why it’s a great read: If you’ve ever felt like you weren’t naturally “good enough” at something, this book is a refreshing reminder that growth is earned—not predetermined. It’s an inspiring read for anyone committed to lifelong learning and becoming just a little better every day.

Continued on next page... USSWIMSCHOOLS.ORG | 39

BIG TIME: A SIMPLE PLAN TO TIME ABUNDANCE LAURA VANDERKAM

Laura Vanderkam explores why so many of us feel like we never have enough time— and why that feeling isn’t always rooted in reality. She offers practical strategies for prioritizing what matters most, letting go of unnecessary obligations, and creating a life that feels less rushed and more intentional. Why it’s a great read: If your calendar always feels full and your to-do list never seems to end, this book will help you rethink how you spend your time so you can focus on the people and priorities that matter most.

THE ONLY GRANT-WRITING BOOK YOU’LL EVER NEED ELLEN KARSH & ARLEN SUE FOX

Whether you’re new to grant writing or looking to improve your success rate, this comprehensive guide walks you through every step of the process—from researching funding opportunities to writing compelling proposals and building relationships with funders.

Why it’s a great read: For nonprofits, associations, and organizations looking to expand their impact, this book provides practical tools and proven strategies that can help turn great ideas into funded projects.

40 | USSWIMSCHOOLS.ORG

SETTING THE TABLE: THE TRANSFORMING POWER OF HOSPITALITY IN BUSINESS DANNY MEYER

Legendary restaurateur Danny Meyer shares the philosophy that helped him build some of the world’s most successful restaurants. While the stories come from the hospitality industry, the lessons apply to any organization that values exceptional customer experiences, strong company culture, and servant leadership. Why it’s a great read: This book reminds us that great service is about much more than transactions—it’s about making people feel valued. If you work with customers, lead a team, or want to create memorable experiences, this is a timeless read.

THE BIG FIVE FOR LIFE JOHN STRELECKY

Part business fable and part personal development book, The Big Five for Life follows a CEO whose leadership philosophy centers on helping employees live meaningful lives while building a thriving company. Along the way, readers are encouraged to identify the five experiences or accomplishments they most want to achieve during their lifetime. Why it’s a great read: It’s an inspiring reminder that success isn’t measured only by business goals or financial achievements. This book encourages you to align your work, leadership, and everyday decisions with what truly matters most to you.

NEW MEMBER LIST SUNDAE SWIM SCHOOL Jaclyn Parson San Clamente, CA

MAX AQUATICS Martin Brown McCook, IL

LOVE TO SWIM Kaitlyn Williams Vista, CA

SUIT UP WATER SAFETY & SWIM SCHOOL Cameron Balkom Houston, TX

ISLAND HEALTH & FITNESS Ruth Smith Ithaca, NY

DAD’S CLUB AQUATICS CENTER Eva Mueller Houston, TX

THE POOL SCHOOL Skyler Rinehart Collierville, TN

YMCA Maria See Staunton, VA

NEVERSTOPMOVING365 Christina Collins NJ, PA, and NY

THE AQUATICS AND FITNESS CENTER Isabella Carulli Parlin, NJ

MOONBAY AQUATICS Amy Chelgreen Shelbyville, KY

Services Targeted Customer Acquisition through high-converting paid ads Google Review Growth to boost local visibility & trust Referral Engine that turns happy customers into promoters Social Media Management & Optimization to build brand awareness Automated SMS & Email Campaigns for lead nurturing & retention A.I.-Powered Chat Widget to engage and convert website visitors 24/7 High-Converting Websites built to drive action and bookings

More Clients. More Reviews. More Revenue In 2025, Swim Influx helped 115+ swim schools generate more than 136,000 leads— proven results, not promises.

DIVE DEEP DIVE DEEP INTO INTO YOUR YOUR POTENTIAL POTENTIAL AND AND SWIM SWIM TOWARDS TOWARDS EXCELLENCE EXCELLENCE IPU CONTINUALLY STRIVES FOR GREATNESS. WE ENGINEER OUR PRODUCTS TO REFLECT THE NEEDS OF OUR CUSTOMERS. THESE INNOVATIONS ALLOW US TO MAINTAIN OUR STATUS AS THE PIONEERS AND LEADERS IN PVC MANUFACTURED POOL EQUIPMENT.

IPU@IPU.COM 269-684-5050

YOUR DEDICATED

AQUATICS SOLUTIONS PROVIDER CHEMICALS | EQUIPMENT | SUPPORT

450+

SCAN TO VIEW OUR NEW COMMERCIAL CATALOG

CS@POOLCORP.COM | 800.620.7946 | POOLCORP.COM/COMMERCIAL

STOCKING LOCATIONS, LOCAL DELIVERY & SUPPORT

The Commercial Pool Supply Specialists!™

ASK AL BY ALVARO G. MENDOZA COMMERCIAL ENERGY SPECIALISTS, INC.

WE HAVE A GROWING SWIM SCHOOL AND REALIZE THE IMPORTANCE OF HAVING A PERFECT TEMPERATURE FOR OUR PATRONS AND INSTRUCTORS. RECENTLY, WE HAD A VERY BAD EXPERIENCE WHEN OUR HEATER DIED, WITHOUT NOTICE, AND WE WERE WITHOUT HEAT FOR DAYS. WE HAD TO CANCEL LESSONS, AND TOOK A BIG HIT TO OUR REVENUE AND REPUTATION. WHAT CAN WE DO TO MINIMIZE THESE DISRUPTIVE EVENTS?

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. Wow, sorry to hear about your recent experience. Water temperature is truly one of the key parameters to a successful swim school program. But you’re not alone. Too many schools suffer unplanned closures due to heater issues, and it is a great idea to take some proactive steps to minimize these issues. Here is some basic info and some timely tips.

44 | USSWIMSCHOOLS.ORG

SOME BASICS: There are several types of heating systems, including solar, heat pumps (air source and water source), electric, and gas heaters (both natural gas and LP). Given the critical nature of having quick and reliable heat, solar and heat pumps do not normally offer a complete solution, so we won’t address them here. Electric is slower and expensive, and few schools have the available power capacity (additional 75-100 kW) to install it, but it is a terrific last resort in the event you found a perfect school site that does not have available natural gas supply, or does not allow an LP tank to be installed. Let’s concentrate on gas heaters for the sake of this article as they are quick (1-2 degrees F per hour), and are relatively reliable, if properly cared for. Big if there. The major variables that will negatively affect heater life (non-factory defects) are: improper chemistry, improper flow, improper venting, and lack of preventive maintenance. You should opt for a heater with the correct “build” and most codes require an ASME model. It is recommended to use a heater with a cupronickel heat exchanger (instead of copper), as well as bronze headers on both ends of the exchanger instead of coated cast iron. IMPROPER CHEMISTRY: If you’re not taking direct minute-by minute control of your chemistry, then that should be job one before spending money on any other solution. Maintaining a 7.2-7.5 pH and a reasonable chlorine level (note EPA maximum is 4 PPM) are baseline requirements for helping your heater enjoy a long life. Having a system that alerts your team of any out-of-range parameters is a great way to further minimize any issues. But there’s more to water balance than chlorine and pH. Most fill water is low in both calcium and total alkalinity, and failing to correct these variables in your pool leads to aggressive water that will destroy a heater well before its time. If using a bleach system, you need to manually correct these variables monthly at a minimum, and if using a Cal Hypo system, these are being added as a byproduct of chlorination, so only minor corrections are required periodically.

RECOMMENDATIONS: Maintain the acid vat at a 1:10 acid to water mixture, no stronger. This will reduce the alkalinity scavenging properties of muriatic acid, while reducing fumes in the equipment room, helping you maintain an optimum alkalinity. Also, monitor and lower the phosphate levels when they exceed 1,000 PPB (parts per billion), which will help the effectiveness of the chlorine system. Keep calcium levels at 300 PPM minimum, as plaster has shown to degrade quicker at lower levels, forcing you toward an expensive re-surfacing. IMPROPER FLOW: Heater flows are set by adjusting a bypass valve in the main return line to divert proper water to the heater. It is CRITICAL that this valve has been adjusted to maintain a 10-14°F (12°F is common) differential (delta-T) between the water entering and leaving the heater (depending on the heater model). This will help prevent premature degradation of the heat exchanger. Too high a flow (lower delta-T) will erode the exchanger and condense water in the exchanger, both severely shortening heater life. Too low a flow (higher delta-T) will leave damaging deposits in the heat exchanger, and will allow too much heat to escape though the venting, costing you money. Improper venting can also cause issues, preventing proper operations or sending condensate water back into the exchanger where it will wreak havoc on heater. RECOMMENDATIONS: Install (Letro or other) monitoring thermometers in the influent and effluent heater lines near the heater. This will allow your operators to verify the 10-14°F delta-T on an on-going basis. The monitoring thermometers can also help diagnose a malfunction of the internal heater bypass, which would normally go unnoticed, and would contribute to condensing or erosion of the heat exchanger. A heat resistant flow meter, such as a “FloVis” can also provide verification of proper flow. Have a trained factory technician verify the venting draft annually.

PREVENTIVE MAINTENANCE: Given the importance of the heating system to your overall livelihood, and the effect of a few small adjustments on the performance and lifespan, it is CRITICAL to provide proactive maintenance for your heaters. Doing nothing and waiting for it to break is not a winning strategy. We recommend a proactive heater service optimally at 2X a year, but once a year at a bare minimum. The servicing company should check water flow, gas pressures and delta-T, inspect and clean the exchanger, verify the venting, and give you an honest assessment of the heater’s condition. Given the importance of the heating system to your overall livelihood, and the effect of a few small adjustments on the performance and lifespan, it is CRITICAL to provide proactive maintenance for your heaters. Doing nothing and waiting for it to break is not a winning strategy. We recommend a proactive heater service optimally at 2X a year, but once a year at a bare minimum. The servicing company should check water flow, gas pressures and delta-T, inspect and clean the exchanger, verify the venting, and give you an honest assessment of the heater’s condition. CONCLUSIONS: These simple steps will help you keep your heating “emergencies” to a minimum. Having redundant heaters (example: two 200K BTU’s instead of one 400K BTU) or a good heater supply company on the team is paramount, but doesn’t fully resolve the current supply chain issues sourcing circuit boards, heat exchangers, or complete heaters. It makes a lot more sense to spend a little time and money proactively staying ahead of any heater issues by paying close attention to the variables you’re subjecting your heater to, and making sure you have a winning strategy to avoid down time. Please feel free to forward your questions and comments through the USSSA office, or directly to me via email at amendoza@ceswaterquality.com. Best Regards, Alvaro G. Mendoza

USSWIMSCHOOLS.ORG | 45

GETTING TO KNOW YOUR BOARD OF DIRECTORS Professionalism isn’t just about appearances it’s about the consistent practices that keep a school running at its best. For this issue, we asked our Board of Directors to share the one habit or system that has given them the biggest professional edge in running a high-performing swim school.

What is one habit or practice, big or small, that has consistently contributed to your success year after year, and why? For me I would say one practice that has contributed to my success year after year is engaging in my trade association (yes, there is an association for everything, including as association for association professionals). Staying connected to others that have the same job I do, even within different industries, has helped me navigate challenges, celebrate successes, and afforded me the opportunity to share what I’ve learned with others. Check out my letter from the ED in this issue that talks about the research behind mentorships and how significant they are to the success of your business. LISA ZARDA USSSA

48 | USSWIMSCHOOLS.ORG

One habit I’ve tried to practice over the years is never taking people for granted.

Whether it’s a mentor who shared advice, a fellow swim school owner who challenged my thinking, a staff member who stepped up when I needed them most, or a friend who simply listened, I’ve learned that success is never something we achieve alone.

The relationships I’ve built through this association have shaped both my business and my life in ways I never could have imagined. Those connections have encouraged me, stretched me, and carried me through some of life’s hardest moments. In fact, that’s exactly what I share in my President’s Letter in this issue. It’s a letter that means a lot to me, and I hope you’ll take a few minutes to read it. I think you’ll be reminded that while we join USSSA for education and business growth, we often leave with something even more valuable—a community of people who will stand beside us through every season of life. (Read the Letter from the President on Page 3.) ROSE CHOLEWINSKI SWIMAMERICA AND SWEET PEAS, DAVIS

IN IF I HAD TO POINT TO ONE HABIT THAT HAS CONSISTENTLY CONTRIBUTED TO MY SUCCESS YEAR AFTER YEAR, IT WOULD BE DISCIPLINE. Motivation comes and goes, but discipline is what keeps you moving forward when the excitement fades or the challenges grow. There have been countless days when I didn’t feel like making the difficult phone call, having the hard conversation, reviewing the numbers, or showing up with the energy my team needed, but discipline meant doing it anyway. I’ve found that success is rarely the result of one big decision. It’s the product of small, disciplined actions repeated consistently over time. Showing up prepared. Following through on commitments. Holding myself accountable before holding others accountable. Continuing to improve even when no one is watching. That mindset has been the foundation for both my personal growth and the growth of my organization. Businesses become stronger when leaders are consistent, and consistency is simply discipline put into practice every day. MICHA SEAL WATERMELON SWIM

One habit that has consistently contributed to my success is staying organized and setting clear expectations, both for myself and for the people I work with. It may not be the most exciting answer, but it is probably the most honest.

I have learned that being organized does not mean everyone needs colour-coded spreadsheets or perfectly labelled folders, although no judgment if that is your thing. It simply means finding a system that works for you and sticking with it. For me, organization creates clarity. When priorities, timelines, and expectations are clear, it becomes much easier to stay focused, support others, and actually get things done without feeling like you are constantly putting out fires. I also think a lot of stress and anxiety comes from feeling overwhelmed, behind, or unsure of what is expected. Having structure in place helps prevent that. It creates space to be more present, more productive, and honestly, a little less frazzled. There are still plenty of busy days and last-minute surprises, but having a strong foundation makes all the difference. MELISSA MCGARVEY BRITISH SWIM SCHOOLS

One thing you’ll learn pretty quickly if you spend any time with me is that I rarely leave anything alone. A lesson plan, a staff training, a form, a parent email...even a conversation I had that day. At some point, I’ll catch myself wondering, How could that have been better?

I don’t actually think that habit started when I became a swim instructor. It started years earlier, when I worked in early childhood education. Children have an incredible way of reminding us that growth isn’t about giant leaps it’s about celebrating small wins, meeting each child where they are, and recognizing that progress looks a little different for everyone. When I eventually found my way onto a pool deck instead of into a classroom, I realized the philosophy hadn’t changed. We never expect a child to master a skill in one lesson. We celebrate the first bubble, the first float, the first independent swim because we know those little victories eventually become confidence, independence, and safer swimmers. Somewhere along the way, I realized life and leadership work the same way. I’ve never believed success comes from one big idea or one defining moment. I think it comes from making small improvements over and over again. Reflecting honestly. Asking for feedback. Being willing to change your mind. Then

waking up the next day and trying to do just a little better than yesterday. For me, that mindset has never really been about building a better swim school. It’s about building a safer world around the water. Every child who walks through our doors deserves an adult who believes in their potential before they believe in it themselves. I think that’s true whether you’re teaching in a classroom, on a pool deck, or leading a team. If we can be that person for someone else, we’ve already made the world a little better than we found it. When things get hard (and let’s be honest, they always do), I come back to a question I’ve asked myself for years: If not me, who? If not now, when? It reminds me that every improvement whether it’s a better training system, a stronger lesson plan, or simply taking a little more time to coach someone through a challenge has the potential to make a difference for a child and a family. I’ll never have all the answers, and I honestly hope I never think I do. There’s always something to learn, something to refine, and someone who can teach me a better way. Because in swimming, just like in leadership, progress isn’t built in the big moments. It’s built in the quiet decision to make tomorrow just a little better than today. BRITTANY MOOG BITTY BUBBLES SWIM SCHOOL

ONE HABIT THAT HAS CONSISTENTLY CONTRIBUTED TO MY SUCCESS IS MAKING TIME TO CONTINUOUSLY IMPROVE THE WAY WE DO THINGS. Whether it’s refining a program, evaluating a process, developing a team member, or learning from a challenge, I rarely assume something is “finished.” I believe small, consistent improvements compound over time into significant results. This mindset has helped me grow our swim school and other youth programs while maintaining a strong focus on quality and the customer experience. It has also taught me that leadership isn’t about having all the answers—it’s about staying curious, listening well, and always asking, “How can we do this better?” That habit has probably had a greater impact on my success than any single strategy.

One habit has consistently shaped both my personal and professional journey: I keep showing up…ready to learn.

Whether I was teaching lessons in a backyard pool, apartments, hotels, clubs, or daycares, presenting at a conference, serving on USSSA committees, Board of Directors, or leading my own organization through seasons of growth and change to our Children’s Movement Center, I’ve learned that success doesn’t come from having all the answers. That’s simply a fact. It comes from staying curious, continuing to learn, and showing up with purpose, even when the path is windy and completely unclear. Every experience, every person I meet, and every challenge has something to teach me. Some of the greatest lessons come from those who have carved the path before us. Be grateful. Learn from their experiences. Then turn around and invest in someone else’s journey. To me, that’s exactly what mentorship is all about. We grow ourselves so we can help others grow. I’ve also learned that opportunity doesn’t usually arrive with perfect timing or complete clarity. It often appears disguised as hard work, uncertainty, or an unexpected invitation. The key isn’t saying yes to everything. The key is preparing yourself through continual learning so that when the right opportunity knocks, you can recognize it, ask whether it aligns with your purpose and mission, and have the confidence and courage to say, “Yes, I will show up.” Opportunity often arrives unexpectedly. Preparation determines whether we’re ready to answer the door...and recognize it. Keep learning. Keep showing up. Then turn around and help someone else do the same. That’s how the circle grows. DEBBIE SAYERS DOLFUN SWIM ACADEMYL

LORI KLATT AMERICA’S KIDS SWIM SCHOOLY

USSWIMSCHOOLS.ORG | 49

ARE YOU TAKING ADVANTAGE OF ALL YOUR USSSA DISCOUNTS?!

Access your member benefits and discounts on the USSSA Swim App or on your USSSA Dashboard.

https://my.usswimschools.org/

$4,000+ IN ANNUAL SAVINGS!

JUST FOR YOU! Thanks to our Annual Sponsors & Industry Partners!