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.