Creating A New Business Model – Has the Time Come For USA Swimming Clubs to Go Vertical?

By Brent Rutemiller

PHOENIX, Arizona, October 15. WHEN does a process reach the end of its life cycle? What strategies must be taken to ensure new growth? As with all business models, adapt or go flat. The club structure within USA Swimming is now caught in unprecedented cross currents. Professionalism and post graduate careers now collide with old social structures and multi-level training environments.

In the 60’s, the mighty clubs of Santa Clara with George Haines and Arden Hills with Sherm Chavoor produced America’s finest. In the 70’s, the top women traveled to clubs such as Mission Viejo and the Cincinnati Marlins while universities like Indiana recruited top males. In the 80’s, men and women churned the club waters in hopes of landing college scholarships, only to return to their clubs for summer training.

In the 90’s, many college programs created their own on-campus club programs so that men and women could remain with their college training partners during the off season. This evolution worried club coaches so USA Swimming responded with the Coaches Incentive Program, which is still in existence today. This program financially rewards club coaches for their contribution in developing an athlete who goes on to excel at an Olympic level, even if the athlete no longer swims with the club or coach. Still, club coaches migrated to the more secure financial waters of college coaching and left coaching gaps in USA Swimming clubs all over the country.

Now those club waters have become murky with the emergence of a new elite class of competitive swimmers. Professional swimmers such as Katie Hoff and Michael Phelps have elected to not compete within the NCAA college boundaries. Others, such as Brendan Hansen and Aaron Peirsol continue to train after college graduation. This is a class of swimmers that is in need of a stable, elite training environment.

Those elite training environments are hard to find because most USA Swimming clubs utilize a horizontal business model where they are merely a link in the chain of a swimmer’s progression. (Lessons by the Red Cross – Summer Recreational Swimming – USA Swimming Club Training – High School Swimming – College Training) The smooth transition from one level to the next was and still is fraught with potential discord as a swimmer moves from one coach and program to another.

A new business model is starting to emerge. Vertically integrated club structures are now starting to appear throughout the country. Established clubs are integrating lucrative learn-to-swim programs into their structure. Some of those same clubs are integrating summer leagues into their overall developmental program as a fun introduction to competitive swimming. However, there still is a void at the top.

Mark Schubert, USA Swimming’s National Team Head Coach and General Manager recently stated that “swimming in college should be the number one goal of all serious club swimmers, but for those that choose not to go that route or for those that want to swim after college, there is a need to have an environment where these athletes can train together at a club level. The National Team concept in Colorado Springs was a success, however the budgetary cost associated with getting these athletes to and from Colorado Springs, plus competition travel became cost prohibitive. We need other alternatives.”

So far, very few clubs have been able to integrate those alternatives for the young elite professional AND the post graduate swimmer into their structure for two reasons. One, monies have not been available to transfer from the former National Team Training program to the clubs, largely because most of those funds were provided through the United States Olympic Committee (USOC) and not USA Swimming. Two, clubs have been unable to provide the professional high school and college-aged swimmer with educational opportunities nor the post graduate swimmer with work experience opportunities necessary to attract or retain these athletes.

These obstacles may soon be overcome. Mecklenburg Aquatic Club (MAC) in Charlotte, North Carolina is being mentioned as a possible new model for USA Swimming. MAC is a 650 member club with a $1.9 million budget. It has thirteen full time coaches and 4 part timers that serve four locations. It is surrounded by business and educational institutions that can provide opportunities. Money could be available from the USOC who has established some precedents by partnering with clubs in other sports that establish elite Centers for Excellence.

Jeff Gaeckle, President of MAC, said the concept of creating a similar center at MAC has been embraced by his community and club leaders. He pointed out that “MAC has a strong history in progressive thinking and has proven to be a well organized and well managed club. The city of Charlotte has a core group of movers and shakers that embrace quality of life issues and are not afraid to take on big ideas. After all, this is a city that has a long history with NASCAR and recently acquired an NFL and an NBA franchise.”

Gaeckle went on to say that “Charlotte has a strong business community that is interested in offering work experience opportunities for post grads. Educational institutions such as the University of North Carolina, community colleges and private schools are all here to offer a quality education.

“The city and club leaders are very proud of our swimming history and are looking to create more opportunities. We are exploring not only ways to retain our elite swimmers, but how we can help mentor young coaches who may come here to learn,” Gaeckle concluded.

It only stands to reason that other clubs such as North Baltimore Aquatic Club, Mission Viejo, and Pine Crest will be watching these developments carefully.

David Marsh, Head Swimming Coach for Auburn University, clearly supports the Center for Excellence concept at the club level. “If done correctly, funding mechanisms are available. Educational and work environment opportunities can exist through partnerships with local universities and businesses allowing these swimmers to further their career goals while training. A number of top college coaches would probably find this coaching environment on a club level very enticing.” he said.

SwimmingWorldMagazine.com will follow-up with a series of articles addressing the evolution of club swimming in the United States.

About the author: Brent Rutemiller is the Publisher and CEO for Sports Publications International – Publishers of Swimming World Magazine, SwimmingWorldMagazine.com and SwimmingWorld.TV.

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