Industry News: USA Swimming, Summer Sanders and Speedo Join Forces to Launch New 2012 SwimToday Campaign

COLORADO SPRINGS, Colorado, May 24. USA Swimming, Speedo USA and two-time Olympic gold medalist Summer Sanders will join forces this summer to help grow participation in swimming as part of a new, national swimming campaign called SwimToday, now live at www.swimtoday.org.

With all eyes on swimming this summer, national interest in the sport is at an all-time high and recent industry research* also shows that swimming is one of the top three sports that individuals of all ages aspire to participate in. The SwimToday campaign is designed to help drive participation in the sport as the countdown to London continues and builds upon USA Swimming and Speedo's shared mission to inspire people to swim.

Through the SwimToday.org site, the campaign will provide the tools, resources and information that individuals of all ages need to learn to swim, find a swim program, meet their fitness goals, and be active in the sport.

Olympian Summer Sanders, a leading voice in the sport of swimming and a mother of two, will serve as the spokesperson for SwimToday and will work with USA Swimming and Speedo to help raise awareness for the benefits of swimming. From learning discipline and teamwork on a competitive swim team to swimming laps to stay in shape, swimming is a sport that benefits all.

“Swimming has done so much for me personally as both an Olympian and now as a mother of two kids who enjoy the sport,” said Sanders, the most decorated U.S. swimmer at the 1992 Olympics in Barcelona where she won two gold, one silver and one bronze medal, and a member of the International Swimming Hall of Fame, Bay Area Sports Hall of Fame and Stanford Hall of Fame.

“While Americans are inspired by the success of Olympic swimmers, we want to remind them that swimming is a sport for everyone,” Sanders added. “Together with USA Swimming and Speedo, SwimToday will help make it easy to find everything you need to get started in the water.”

Via its online platform, SwimToday.org will provide swimmers at any level and at any age with the information they'll need to dive in and meet their individual swimming goals. After users find out what type of swimmer they are by answering a few quick questions, the site will offer info on how to get involved in the sport at both the beginner and competitive levels, give parents information on learn to swim programs and how to enroll their kids in healthy and fun swim activities, help users find pools in their area, and link to training tips and tools to help fitness swimmers maximize their workouts. Overall, SwimToday.org will focus on three major areas:

1. “Where do I swim” — By providing a database of learn-to-swim providers, USA Swimming clubs and facilities for fitness swimming throughout the country
2. “What level am I” — A self-guided tutorial to help determine one's swimming ability
3. “What do I need” — Training tools, fitness videos, and equipment recommendations that swimmers will need or want to best enjoy the sport

“We will take the 'swimming fever' we see this summer and inspire all ages to get in the water,” said Chuck Wielgus USA Swimming's Executive Director. “We want to make it as easy as possible for people to get involved in our sport and SwimToday.org will accomplish just that. All the information you need to start swimming will be right at your fingertips.”

As part of its partnership with Speedo, the world's leading swimwear brand and USA Swimming corporate partner since 1985, SwimToday.org will link the aspiring fitness swimmer to the Speedo Pace Club, a multi-faceted website and mobile phone application designed to motivate, inspire and engage fitness and competitive swimmers through premium video content, informative editorial, social activation and training programs.

“Speedo has a genuine passion for swimming — it shapes everything we do and the way we do it,” said Jim Gerson, President of Speedo USA. “As a brand, we dedicate ourselves to creating the best products and experiences for every swimmer. We are incredibly proud to partner with USA Swimming to launch SwimToday.org and, ultimately, inspire more people to get in the water.”

Following the national launch of SwimToday.org, support for the campaign will include a national, regional and local media campaign with Sanders, as well as signage activation at USA Swimming events, online search campaigns, digital advertising, retail promotions, coupon programs and more. USA Swimming and Speedo USA are also working together to develop other industry partnerships to expand their first-ever joint campaign.

* = According to the 2011 Sporting Goods Manufacturers Association “State of the Industry Report” swimming ranks in the top three of all age categories (6-12, 13-17, 18-24, 25-34, 35-44, 45-64 and 65+) for sports that people “aspire” to participate in.

The above article is a press release submitted to Swimming World Magazine. It has been posted in its entirety without editing. Swimming World offers all outlets the chance to reach our audience by contacting us at Newsmaster@swimmingworldmagazine.com. However, Swimming World reserves the right to choose what material is posted.

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