Colle Mcvoy Hero Usaswimming 1440X810

Propelling a stagnating sport forward.

Swimming was treading water. Many American kids take swim lessons, but few take the next step and join a team. USA Swimming wanted to change this. But first we needed to change perceptions that swimming was just a skill, not a fun team sport.
Our research showed that swimming offers everything someone looks for in a sport: safety, boosted confidence and discipline - as well as a whole lot of camaraderie and excitement. In other words, it’s the funnest sport there is. With that galvanizing idea, we launched swimming back into the fast lane.

Increased swim team membership by 60%.