By Wayne Goldsmith<\/p>\n
Introduction \u2013 Why write this article?<\/b>
\nIn the past fifteen years, I have worked with swimmers, coaches, sports scientists and administrators across Australia and around most of the world. I consider myself extremely fortunate to have had these opportunities and I have met some outstanding individuals who I now call friends. These opportunities have also allowed me to develop a very wide perspective of the issues now confronting the sport.<\/p>\n
I usually write about sports science or testing or technique or coaching and do so with passion and enthusiasm. However, over the past few years, I have been having discussions with equally passionate and enthusiastic swimming people around the world that frankly disturb me. And it is the
\nconsistency of the message I have heard in so many nations and from so many people that disturbs me the most.<\/p>\n
So I decided to take a break from drills and heart rates and write a far more important article that has greater implications than anything else I have done in the past.<\/p>\n
I didn\u2019t have to think much to write this article \u2013 I just wrote down the key points from the discussions I have had with swimming coaches, teachers, athletes, parents and administrators around the world since the early 1990s.<\/p>\n
The future of the sport hangs in the balance.<\/b>
\nOne could be fooled looking at the outstanding performances of elite swimmers around the world in the lead-in to the 2004 Olympic Games that all is rosy with the sport.<\/p>\n
The reality is\u2026it isn\u2019t.<\/p>\n
There is no doubt that with the increase in funding and focus given to high performance sport over the past ten years and the impact of sports science, coach education, recovery and training techniques that the elite end of the sport is looking fast and furious. But this represents about 1 percent of the sport. And if the other 99% isn\u2019t going well, eventually,
\neven this elite 1% will struggle.<\/p>\n
Numbers of registered swimmers are generally down around the world. That is a fact. The common response from most national swimming administrations is to drive some form of junior development initiative with a focus on non competitive swimming, fun and enjoyment, e.g. \u201cGET SWIMMING\u201d \u201cTRY THE WATER\u201d \u201cSLASH AND FUN\u201d type programs.<\/p>\n
These programs have had some short-term impact and I applaud the administrations for the effort. The programs are generally based on good intentions and logical thinking but the problem is greater than just getting kids into clubs to try the sport. The novelty factor of getting wet and splashing around with some friends in a non competitive environment
\nsoon wears off.<\/p>\n
Getting them into the water is one thing \u2013 the bigger issue is \u2013 what are we doing to keep them in it? What are we doing to create an environment that stimulates and entertains the kids and helps them develop a life long passion for the sport?<\/p>\n
To try and solve this issue, national associations around the world are putting in place some form of club development program: programs aimed at lifting the standards of governance, competition scheduling and athlete and family support at grass roots level. Again, great initiatives and only time will tell how effective these programs will be.<\/p>\n
So what\u2019s wrong with the sport?<\/b>
\nWe\u2019ve all talked about it over dinner or over a few drinks or at meets or around pools over the past ten years \u2013 let\u2019s get it out in the open.<\/p>\n
Kids are different today<\/b>
\nTalk to coaches in any country and they will tell you that it is becoming more and more difficult to \u201csell\u201d swimming to kids. The traditional values that the sport embodies, although just as (maybe even more) important as they were in the past, are out of pace with \u201cfast food\u201d attitudes of kids and parents in this century.<\/p>\n
Start talking about commitment, responsibility, integrity, work ethic, selfless teamwork, sacrifice, dealing with pain and discomfort, learning to deal with competitive pressures and coaches find themselves communicating with the mirror \u2013 and no one else.<\/p>\n
The truth is \u2013 kids ARE different. The basis for that difference lies in the entertainment driven society we all face. From young ages kids are given a stimulating environment of television, video, DVD, computers, Internet, video games, on line learning, Harry Potter, theme parks \u2013 it is a great time to be a kid!<\/p>\n
But take these kids and try to convince them that plowing up and down a pool twenty hours a week for ten years to become a national level swimmer is a pretty cool thing to do and see how far you get.<\/p>\n
Media focus on other sports<\/b>
\nIn England and Scotland, the back five pages of the daily papers are football, (soccer).<\/p>\n
It\u2019s the same France, Portugal, Italy and Spain.<\/p>\n
Buy a paper when you hit LA, turn to the sports section and you get basketball, baseballand football (gridiron).<\/p>\n
South America\u2026\u2026\u2026\u2026\u2026football and nothing else. <\/p>\n
South Africa \u2013 Rugby and cricket. Central and Northern Africa \u2013 soccer. <\/p>\n
In Australia it\u2019s football (one of the Rugby codes or AFL) or in summer cricket \u2013 cricket\u2013 cricket.<\/p>\n
We all love reading the sports pages but in terms of the future of swimming, what does this media focus on other sports do? How does it impact on swimming?<\/p>\n
1. Talent drain<\/b>
\nIf you were a twelve year old in Spain or Italy or Brazil or England who had great speed, power, flexibility and athletic ability, why would you choose swimming over football?<\/p>\n
If you were a ten year old \u2013 tall, explosive, lean and athletically gifted in Chicago or Detroit or Dallas or Los Angeles, why would you get out of bed at 5 am six days a week to swim when you could be out playing basketball with friends after school and enjoy sleeping in?<\/p>\n
If you were a fifteen year old in Melbourne, Australia \u2013 tough, talented, determined, strong and a great competitor \u2013 why would you choose swimming rather than Australian Rules Football which offers two-three times per week training and a chance to make a good income if you are among the top 300 players in the game?<\/p>\n
The best athletes in the world are all playing football (or maybe basketball)!<\/i> This is not to say that swimmers are less talented or less gifted than athletes in other sports but the reality is, the power of the media and the exposure football gets around the world when it comes to making decisions about which sport to choose, swimming is not the top choice for the majority of kids.<\/p>\n
Truth is, we are being out-marketed, out-promoted and out-sold by football and to a lesser extent basketball in most parts of the world.<\/p>\n
2. Sponsorship<\/b>
\nMany sponsors are true philanthropists. They have a genuine desire to help and develop young kids to achieve their potential. However, these are in the minority.<\/p>\n
The nature of business is cost\u2013benefit, that is, if I spend this money, how does it benefit the business?<\/p>\n
Ask yourself this question, if you had a million bucks to invest in sport, what would you do? By reading this article, most likely published in a swimming magazine or journal or on a swimming web site you are in all probability from a swimming background and therefore have a degree of bias in making the decision.<\/p>\n
However, remove yourself for a moment from the sport. Stand outside and look objectively at the sport from the perspective of a potential sponsor. <\/p>\n
\n1. The sport gets little or no publicity or media coverage outside of major international championships. <\/p>\n
\n2. The athletes, outside of the real superstars like Phelps, Thorpe, Hackett and Coughlin get little or no recognition. <\/p>\n
\n3. The athletes look great and present a positive image. But outside of the few real superstars in the sport, who can improve the sales of my product\/service if it isn\u2019t swimming related, i.e. swimmers can \u201csell\u201d swimming gear but what about cars, televisions, breakfast cereal, air conditioners and holiday destinations? <\/p>\n
\n4. If I (the sponsor) put my money into football I get national television exposure on a weekly basis, plus the print media and ground signage, players\u2019 team gear, playing equipment and so on. <\/p>\n
Now make the informed decision on what to do with your million. <\/p>\n
\nAnd that\u2019s the decision sponsors and potential sponsors all over the world have to make when swimming associations, clubs, coaches and athletes approach them for support.<\/p>\n
3. Recognition<\/b>
\nWhilst in an ideal world, people would do things for the pure thrill and love of what they do and to strive for excellence because of an inner drive and determination to do so – this is not an ideal world.<\/p>\n
People are generally motivated by recognition \u2013 be that by parents, family, friends, colleagues, the public or the media. With swimming competing with so many other sports and news-worthy stories for media coverage, recognition for all but the super stars is hard to achieve.<\/p>\n
That leaves a lot of very hard working, talented kids and coaches unrecognized, unheralded and generally unappreciated.<\/p>\n
So here\u2019s the common response to all this. It\u2019s the media\u2019s fault they don\u2019t promote swimming.<\/p>\n
\u201cIf the media got behind us and promoted swimming the same way they promote football and basketball we could solve all these problems\u201d \u2013 is the common cry.<\/p>\n
Well, here\u2019s the news \u2013 they aren\u2019t going to!<\/b><\/p>\n
The culture of football is so strong that in some nations it represents a significant portion of the national identity. The industry of football is worth billions around the world and thousands of media writers and broadcasters make their living promoting and commenting about football. It is estimated that of all sport televised around the world almost 90 \u2013 yes you read correctly \u2013 90 percent is dedicated to soccer.<\/b><\/p>\n
That leaves 10 percent for basketball, cricket, rugby codes, motor sport, horse racing and swimming to fight over.<\/p>\n
No matter how great swimming is as a sport, as a life skill or as a life changing experience, we will not change the culture of professional sports dominating the media landscape. And as with any landscape that you can\u2019t change you have to learn to work around it.<\/p>\n
Tough Question<\/b>
\nNow here the tough question \u2013 if you feel something is wrong with swimming and that things have got to change, what are YOU doing about it?<\/p>\n
This is not FINA\u2019s problem.
\nThis is not USA Swimming\u2019s problem or British Swimming\u2019s or Australian Swimming\u2019s problem. <\/p>\n
\nThis is not ASCA or ASCTA or WSCA\u2019s problem.<\/p>\n
This is a problem for all of us \u2013 everyone involved in the sport.<\/b><\/I><\/p>\n
This problem is bigger than political barriers between associations \u2013 between State and National bodies \u2013 between National bodies and FINA \u2013 between FINA and the IOC.<\/p>\n
This goes beyond the barriers between coaching associations and swimming associations — yes, believe it or not, they exist in every country around the world.<\/p>\n
It may surprise you to know that in every country, in every town, at every club, you hear the same stories:<\/p>\n
1. Numbers of registered swimmers are down
\n2. We can\u2019t compete with the other sports
\n3. Kids all drop out of swimming when they turn 15 to concentrate on school.
\n4. The local \/ state \/ national association is backward. They run meets the same way they did twenty years ago and when you ask them why they say \u201cThat\u2019s the way we do it here\u201d.
\n5. It costs too much to get pool space and there\u2019s not much of it anyway.
\n6. We need a heated long course pool for year round use and it\u2019s the government\u2019s fault we don\u2019t have one<\/I>.<\/p>\n
Then you sit down with the people concerned and talk about solutions, about a positive way forward, about working together in the interest of the kids and the sport. Guess what the response generally is?
\n
\n\u201cYou don\u2019t understand. It\u2019s different here. Those things wouldn\u2019t work here. This town (or country) is different.\u201d<\/b><\/p>\n
Well it\u2019s not<\/b> different. You are the same as everyone else in sport around the world and you want the same things.
\nYou want more kids in the sport.
\nYou want them to stay in it longer.
\nAnd you want them to commit to all that the sport has to offer while they are in it.<\/b><\/p>\n
Let\u2019s be honest.<\/p>\n
The biggest limitations to the future success of swimming are now, as they have always been \u2013 PERSONALITIES AND POLITICS. It\u2019s the same for all sports \u2013 for all companies and governments around the world.<\/p>\n
In swimming\u2019s case, not only does the sport have to deal with limited resources, publicity, media promotion and now dwindling numbers, but we then add to the problem by arguing and fighting amongst ourselves over petty political issues.<\/p>\n
I have seen rivalry between swimming clubs or between other factions within the sport \u2013 in most parts of the world I am sad to say – bordering on the type of hatred usually reserved for the major religions or warring nations. <\/p>\n
Wake up<\/b> \u2013 we are all about the same things.<\/p>\n
Get over it<\/b> \u2013 the sport (and kids and families) is suffering because of it.<\/p>\n
If we can\u2019t work together towards a common goal, how can we possibly compete against other sports and other activities that kids today are drawn to?<\/p>\n
Why not just give football and basketball the names and addresses of our registered swimmers and finish the job?<\/p>\n
\nSolutions \u2013 what are we going to do about it?<\/b>
\nThe solution to any problem can be generally stated from three different approaches:
\n
\n1. Accept it \u2013 don\u2019t do anything.<\/b>
\nThis is fine. Keep doing what you are doing and don\u2019t worry about the future of the sport.
\nJust stop complaining about what\u2019s wrong with it.
\n
\n2. Leave it \u2013 get out of the situation and away from the problem.<\/b>
\nPlenty of jobs in other sports and other industries. This is also fine as like an ostrich, if you can\u2019t see the problem, then there isn\u2019t one.
\n3. Change it.<\/b><\/p>\n
Mad? Angry? Passionate? Determined? Enthusiastic? We want you! Read further.<\/p>\n
\nWhat have we got to sell?<\/b>
\nThink about that for a moment. What is it about swimming that we can promote as unique?<\/p>\n
Swimming is an outstanding sport. It is a pure sport \u2013 little or no equipment required. Just athletes, swim suits, some goggles and add water!<\/p>\n
Swimming teaches life lessons that create great people not just great athletes.
\nSwimming teaches teamwork. It teaches confidence and self-belief. Athletes develop goal setting abilities.
\nThey learn how to overcome adversity. They learn how to strive for excellence.
\nThey develop values and virtues like integrity, honesty, humility, courage and discipline.
\nThey learn about health, physical fitness and nutrition.
\nSwimming prepares athletes for life.
\nThere is nothing \u2013 nothing<\/I> — a successful swimmer can\u2019t achieve in life.
\nSwimming saves lives \u2013 learning to swim can save your life and the lives of people you love.
\nSwimming is non-weight bearing exercise that is great for joints and cardio-vascular fitness for all ages.
\nSo we all agree, it is a great product.
\n
\nSo if this product is excellent, what needs changing?????<\/p>\n
We do!<\/p>\n
Some suggestions to think about:
\n1. Not every kid has to be an Olympic gold medalist<\/b>
\nLess than 1% of swimmers ever make it to a national team.
\nFewer than 1% of those ever win a gold medal at a major international championship.
\nOnly a very small number of those who win will become superstars and household names.<\/p>\n
Yet, we persist in selling the dream to every swimmer at every level that nothing less than an Olympic gold medal is being successful. It\u2019s like saying to everyone who ever held a job \u201cunless you are a millionaire, you\u2019re a failure.<\/b><\/I>\u201d
\nIt\u2019s like telling every kid in school that unless he earns a PhD he is an idiot.<\/p>\n
This is one of the biggest issues in swimming. We talk the talk about the other values and virtues swimming teaches; about developing teamwork and life skills and self-confidence, but when it comes down to it, we are about medals.
\n
\nWe need to turn this upside down<\/b><\/I>.<\/p>\n
We need to make a real commitment to the process of developing people \u2013 not just athletes.
\nMedals do not make great people<\/I>. Great people, with a strong sense of integrity, hard work, self-belief, honesty and sincerity make medals.
\nAnd then with more kids involved, kids who are developing a wide range of skills and personal abilities, kids who believe in themselves with parents who are sold on the positive benefits of being involved in this great sport, we can start thinking medals. And with this stronger platform, we can think about plenty of them.
\n
\n2. Not every program has to be built on two x two-hour sessions six days a week.<\/b>
\nWhy do we persist with this twice a day\/six days a week model? Because it has always been done that way!<\/p>\n
If this type of thinking persisted in all fields of endeavor we would still be driving Model T Fords.<\/p>\n
I am not for one minute suggesting swimming is easy. I am a passionate believer in the importance of hard work and commitment and dedication to be successful. However, there seems to be an unwritten rule that every program is about getting the swimmers to swim twice a day, every day as soon as possible in their development. Most of the world is using the same model! Are there no other options?<\/p>\n
\u2022 Why not shorter sessions more often?
\n\u2022 Why not longer sessions in the afternoons mixed in with more variety in training options including homework or meal breaks as a team?
\n\u2022 Why not skip a full day mid week to give kids time to do other things, then go three times on Saturday and Sunday?
\n\u2022 What about training twice a day for three days, then a rest day, then another three days only training afternoons for three hours?
\n\u2022 How about putting whole family activities in place \u2013 workouts for parents, lessons for younger kids, cross training activities around the pool area and\/or gym?<\/p>\n
The people that we are alienating the most with the obsession of training early mornings and late afternoons six days a week are parents<\/b>. The economics of the western world largely depends on both parents working full time. This means people who are tired, often under pressure and with no chance for their own personal exercise program have to commit to 5 am starts six days per week and maybe even have to cut out of work early to make the afternoon pick up. Over the course of a season, we then have parents who are exhausted and the demands of the sport of choice of their children may influence their health, work performance and relationships.
\n
\nSwimming is a family commitment.<\/b> Parents drive kids to training and meets at inconvenient times and pay for the privilege. Parents get roped into time keeping and lane judging for no money and limited recognition on weekends and at club nights. And still have to pay to get in!<\/p>\n
Twice a day every day might be perfect for fitting maximum training time in around school. It might be great for allowing maximum recovery time between sessions. But it is lousy for dealing with the realities of family life in this century.
\n
\n3. Outdated competition schedules<\/b>
\nThink about what we do to kids. Imagine an eight year old girl looking to become a swimmer. They join a club. They train for a while and are encouraged to go to their first competition. Mum and dad, excited about the new challenges the sport has to offer, also commit to going to their first meet.<\/p>\n
So what do they see?<\/p>\n
The child (and their parents) sit and watch 31 heats of the nine and under 50 backstroke, 18 heats of the 11 and under 50 breaststroke, 29 heats of the 12 and under 50 freestyle, then they (the child themselves) get to swim their own heat of the 50 butterfly which takes all of 40 seconds. Then they sit in the stands while mum and dad get to watch another 44 heats of 7 and under 50 freestyle, etc etc. This goes on for two days. And
\nwe charge the parents for the privilege of sitting there.<\/p>\n
This is usually done in an uncomfortable setting like an overheated indoor pool or BBQ hot outdoor pool in summer.<\/p>\n
Now think about what the family sees when they go to soccer, football, hockey, basketball, tennis, etc.<\/p>\n
\u2022 The child is constantly active and moving.
\n\u2022 The game is over in 40 \u2013 90 minutes.
\n\u2022 They can usually watch the game from the sidelines for nothing in the local park.
\n\u2022 They only have to watch the one game \u2013 the one their child is involved in.<\/p>\n
Again \u2013 put yourself in the parents\u2019 position. If you would looking for a sport to choose to support, which one would you choose?<\/p>\n
Why do clubs, districts and states and even nations continue to promote outdated competition programs for swimmers?<\/p>\n
The answer is simple \u2013 time, convenience and money. Putting on all day meets is easy because you pay one set of pool hire fees, organize one group of caterers, etc \u2013 we do it because it is the easiest way to do it.<\/p>\n
\u2022 Why not meets for backstroke only? Or only distance events? Or only medley?
\n\u2022 Why not meets for 6-9 year olds only and only hold the meet for 2 hours at maximum with all kids swimming 5-6 times?
\n\u2022 Why not events for 16-18 year olds only?
\n\u2022 Why not more fun events?
\n\u2022 Why not events where the total results of the team and club are the only ones that count?
\n\u2022 Why not encourage swimming more events by not counting any one event but
\nonly the combined total time from swimming in all events in the age group?
\n\u2022 Why not have the meet going all day, but 6-9 year olds in one two hour block, 10-13 year-olds in another two hour block, and 14 years and older in another block of time, so pool space booking is efficient, but everyone does not has to stay all day?
\n\u2022 Why not provide other activities and entertainment for families with more than one child attending the meet?
\n\u2022 Why not provide age related prizes for competitors rather than just ribbons or medals to all age groups?<\/p>\n
The actual meet format can be one of a million choices, the point is that unless parentsand kids are presented with competition formats that are entertaining, innovative and less demanding on family time, we will have a battle putting together any types of meets in the near future.
\n
\n4. Outdated rewards systems<\/b>
\nSo think about our 8 year old again. Imagine she (and her parents) survive six or seven years of these two-day torture tests we call competitions. She is now a teenager with an enormous range of choices to make \u2013 school, boys, maybe part time work, other sports, other activities, etc.<\/p>\n
When she was eight and swam well, she was rewarded with ribbons and medals.
\nNow she is a teenager and swims well, she is rewarded with the same ribbons and medals. And she still has to sit for two days watching 57 heats of the nine and under 50 backstroke!<\/p>\n
Meanwhile her friends are out enjoying life, earning and spending money, spending time working on extra credits for school etc.<\/p>\n
Is it any wonder most competition programs read:
\nEVENT 1: 35 HEATS NINE YEARS AND UNDER 50 BACKSTROKE
\nEVENT 2: 29 HEATS TEN YEARS AND UNDER 50 BUTTERFLY
\nEVENT 3: 1 HEAT 16 YEARS 100 FREESTYLE (and there was only five in the heat so they combined it with the next age group).<\/p>\n
Sound familiar?<\/p>\n
Coaches, clubs and administrators often ask, \u201cWhere do all the swimmers go when they get to 15 or 16 years of age?\u201d Does the question really have to be asked?<\/p>\n
If you were designing another product, i.e. other than swimming, to sell to kids, would you design the same product for eight year olds that you also then hope to sell to sixteen year olds?<\/p>\n
Even if you designed the same product for both age groups, would you sell and market it the same way to both groups?<\/p>\n
Yet this is what we do. And we do it all over the world. And we all wonder, \u201cWhere are the kids going when they turn fifteen \u2013 sixteen?\u201d<\/p>\n
We blame school. We blame other sports. We blame hormones. We blame parents.<\/p>\n
Well guess what, It\u2019s our (the world\u2019s swimming community\u2019s) own fault.<\/p>\n
We basically plan and conduct meets for our own convenience and not to meet the needs and demands of the people we are trying to attract to the sport and keep them in it, i.e. \u201cyou fit into our way of doing things or go somewhere else\u201d.<\/p>\n
More and more people won\u2019t (fit in) and they will (go somewhere else).<\/p>\n
\nSummary<\/b>
\nThe easiest way to go insane or die bitter and angry is to hold on to your passionate beliefs, resisting all change and wait for the world to change its way of thinking to yours.<\/p>\n
If you believe something is wrong \u2013 do something about it.<\/p>\n
If you believe more needs to be done \u2013 do it yourself.<\/p>\n
If you want more media coverage of swimming \u2013 get to know local journalists and feed them good news stories. And if they say "no," ask them again. And again. And again. The \u201csqueaky wheel gets the most oil\u201d.<\/p>\n
If you don\u2019t like the politics of the sport get yourself on to a committee and change things.<\/p>\n
If (coaches) your swimmers are leaving your program for another sport, challenge yourself to change your program to be a more stimulating environment \u2013 one that is more in touch with the entertainment driven lifestyle kids now face all over the world.<\/p>\n
Get behind your coaching association and help it drive forward. Take an active role in the decision making process and lobby them to get things happening.<\/p>\n
If (administrators) registrations are falling, challenge yourself to revamp and revitalize your competition programs and offer a \u201cproduct\u201d that is appealing and stimulating to swimmers AND their parents and families.<\/p>\n
Support your State and National associations. Lobby them, help them, and give them ideas, help them with fund raising, and work with them.
\n
\nForget the past \u2013 or we have no future.<\/b>Unless we \u2013 as in the entire swimming community from the coach of the outback under seven stroke development class in Australia to the President of FINA pull together and work cooperatively to come up with a solution and more importantly work with determination and commitment to put that solution into practice \u2013 sadly, in my opinion, the sport of swimming will be under serious threat within ten years.<\/p>\n
And here\u2019s the scary final thought: every<\/b>Olympic sport is in the same boat! If we don\u2019t demonstrate a strong leadership role in this and take control over our own destiny then we will not only have to face the challenges of the major professional sports, but we will also have to deal with cycling, rowing, athletics and all the other sports as well as they come to terms with the same issues (and maybe act faster).<\/p>\n
The future is yours \u2013 take it.<\/p>\n","protected":false},"excerpt":{"rendered":"
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