On behalf of Swim Lessons University, I am humbled, honored, and proud to welcome our newest program which takes place at the University of Toledo in Toledo, Ohio–The Josh Project.  Led by Wanda and Tankeeya Butts, The Josh Project is now implementing the Swim Lessons University curriculum and swim instructor training and certification.  The Josh Project was founded in memory of John-Joshua Butts (Josh) who never had a swimming lesson, could not swim and drowned at the age of 16 on August 6, 2006.

I can’t end this blog without sharing the story behind “The Josh Project” which was also featured on CNN.  Ironically, I show this same video to my new swim instructor staff every year. Why? Because it communicates to our new swimming instructors that we do so much more than teach children to swim.  We are potentially saving lives every day. If this story I have embedded below doesn’t inspire you to teach with all your heart, to help you understand the importance of your job, to help you understand the difference you are making, nothing will…

Swim Lessons University Instructors and programs are now in 27 states and nine countries.  The state of Ohio and Florida have most recently adapted the Swim Instructor Certification and Training.

I recently attended a fascinating talk by Dr. John Crompton. In his keynote speech at the Midwest Conference in South Dakota, he emphasized that we need to STOP MARKETING, SELLING, AND PROMOTING, and instead FOCUS ON USER BENEFITS & HUMAN NEEDS. He said if you are going to sell Mr. Johnson what Mr. Johnson buys, you have to know how to sell through HIS EYES.

One of his slides that I thought was very interesting highlighted why children and adults alike participate in sports and recreation activities. Each of these represent basic human needs:

• Social Recognition
• Excitement
• Ego Satisfaction of Achievement
• Security of Belonging to a Group
• Social Interaction

He also challenged the attendees to ask Three Questions:
1. How much market research do we do?
2. Why do we do what we do today?
3. What are we doing different than what we did 5 years ago?

Below I have shared a short clip of Dr. Crompton explaining the importance of what we are selling to our parents, and that we are actually selling human needs, not the activity itself:

Dr. Crompton not only holds the rank of University Distinguished Professor, he is also both a Regents Professor and a Presidential Professor for Teaching Excellence at Texas A&M University. He currently teaches exclusively for the Department of Parks and Recreation, and is the most published scholar in the history of Parks & Recreation.

For more information, visit the Swim Lessons University website today or email executive director Jim Reiser at jreiser@swimprofessor.com You can also call Mr. Reiser at 803-665-8709.

As a general rule, I send a weekly email to my local swim school patrons.  HOWEVER, I keep that email short and to the point (unlike the email I am sharing below).   Don’t send your clients a lengthy newsletter that they are going to DELETE and miss your real message.   As a rule of thumb, keep your weekly email messages to three points or less.

There is a time and place to elaborate, to give more, to educate… just don’t do it weekly.   If you send something longer on occasion and it is educational, most of your readers will be curious if not anything else.  They will want to know why you have taken the additional time to write them… and they will read it.   This is your opportunity to make a statement, to  educate, and even to persuade your reader and get your critical message across!

Here is an example of one of those longer emails.  It has what I feel is a critical message to communicate to my local swim lesson parents, and it benefits their children:

Dear SLC Families & Friends:

Why are March lessons so important? Because if you start lessons now and continue in April and May–your child will get 24 lessons BEFORE summer arrives.

Why is that important?  Consider what your child could ACCOMPLISH before summer is here:

• Parent & Tot level Students - He/she could learn how to swim short distances and learn how to get back to the side of the pool if he fell in.
• Swim 100 level Beginners - He/she could learn how to swim across the pool
• Swim Strokes 200 level Swimmers - He/she could master freestyle with side breathing and backstroke–two of the most critical skills any swimmer ever learns!
• Adv. Swim Strokes 300 & 400 level swimmers – He/she could graduate from lessons– making him like a “black belt of swimming” (blue wristband) by summer, giving your child a complete set of swimming skills.

Why 2x per week?

Listen, 1x per week of swimming lessons is clearly 100% better than ZEROx per week, and 1x per week is a great way to maintain swimming skills over the winter and certainly make some improvement.

However, IF you increase the frequency of swim lessons/practice from 1x per week to 2x per week you will CLEARLY see a significant difference in the speed/rate of improvement. STUDY AFTER STUDY clearly suggest when you increase frequency, you increase the learning rate.

As a parent of three young boys–I UNDERSTAND HOW NICELY ONCE PER WEEK fits in our busy schedules and I am okay with that in the fall and winter. But when spring time comes, it’s time to increase the frequency. Learn to swim is so important for the safety of our children.

Soccer, Karate, Basketball, Gymnastics, Dance, etc. are all skills that are TERRIFIC for young children to be exposed to and learn. But if your child is going to master a musical instrument, excel at a sport, or if you are just trying to stay fit–-do you really think once per week is enough? How much weight will you lose if you diet and exercise once per week? If you really want your child to swim not only for fun and fitness, but for skills and safety–NOW IS THE TIME TO MAKE A REAL COMMITMENT TO SWIMMING. There are no magic formula, but I can promise you that our Swim Lessons University curriculum is as efficient as can be!

What do I do with my own children? We dedicate 2x per week for swim lessons from March through October and have done that for all three of my boys since they were a year old. It works!

REGISTER YOUR CHILD TODAY! Swimming is the ONLY skill that could save your child’s life!

SwimmingSafercerely!

Jim Reiser, M.S. of Physical Education

Founder – The Swim Lessons Company

865-2629

www.swimlessonscompany.com

Nolan plays basketball better than most of us market our swim schools. What do I mean? How so? He knows how to POSITION HIMSELF for SUCCESS. When the other team has the ball, where does Nolan go? He goes directly under the basket!!! My wife Heather asked him today after his game: “Nolan, why do you stand under the basket when the other team has the ball?” He said, “Well Mommy, that’s where the ball comes out! Then I can get it and I go make a basket!”

Are we positioning ourselves “under the basket?” Are we putting ourselves and our marketing materials under our customers’ noses? Or are we randomly advertising and hoping that a potential customer will find us? Think about it. If you put yourself in position like Nolan, you will not only earn more business, but you will save lots of wasted advertising dollars as well.

Here are a few of our most cost effective advertising and marketing strategies that will position you under the hoop!
1. Do Water Safety Presentations in preschools and elementary schools. At the end, you pass our your print materials as part of a water safety packet. Here is a Water Safety Presentation children, principals, and teachers love!
2. Set up a booth at Kids events, Baby Fairs, and Exhibits for children. Make sure to have your logo printed on stickers, tattoos, pens, and balloons to give away to potential customers.
3. Consider an ad in a local “parent magazine” dedicated for activities for children.
4. Get your current customers to tell their friends about you on their Facebook page. Their friends likely have children too, and they can include a link right to your website and it cost you nothing!
5. Go out of your way to create LOYAL CUSTOMERS who will rave about you to their friends. Take care of your own first, the friends and new customers will naturally follow.

Swim Lessons University makes training swimming instructors more convenient and affordable. Through video-based instructor training and online certification testing, many organizations are looking to Swim Lessons University for their services. Barb Limbo, Aquatics Specialist and Supervisor for Rapid City Recreation in South Dakota says, “The ease of training staff is great. The videos not only show the instructors how to interact with the children, they show real classes and real teachers using the actual skill progressions. Executive director Jim Reiser is wonderful and has been great to work with on the switch at our facility–making our transition much easier.“ Teri Gotro, Recreation Director in El Dorado Hills, California, posted her thoughts and video samples of her instructors using the SLU curriculum on her YouTube page.

If you would like to learn how to become a Swim Lessons University Certified Swimming Instructor, or how to implement the SLU curriculum at your facility–visit the SLU website or call the SLU National Office toll free at 1-866-498-SWIM (7946).

Swim Lessons University would like to offer a SPECIAL THANKS to the facilities and program coordinators who have been serving as the “living laboratories” while additional components were being developed.

Barbara Limbo, Rapid City Recreation – Rapid City, South Dakota

Shannon O’Brien, Charleston Country Schools / L.A.P.S. Program – Charleston, SC

Anne Marie Boehlert, City of Shelton Recreation – Shelton, Connecticut

Teri Gotro, El Dorado Hills Recreation– El Dorado Hills, California

In addition, the following aquatic programs are now proudly utilizing the Swim Lessons University curriculum and instructor training materials:  City of Mt. Sterling, Kentucky, City of Sparks, Nevada, Helper City, Utah, City of Columbus, Nebraska, City of Wisconsin Rapids, Wisconsin, City of San Carlos, California, City of Manhattan Beach, California, City of Natchitoches, Louisiana, City of Manitou Springs, Fox Valley YMCA, Springfield YMCA, Sarasota YMCA, Southern Alabama University, Surburban Seahawks, Newton Square, PA, I Swim U.,  Safety Before Skill Swim School, AZ, Montana Swim School, Orlando Metro Gymnastics & Swim School, Orlando, FL, Swim Kids, FL, Sparkling Pool Services, NJ, NY & PA, and many more private swimming instructors, swim schools, pool management companies, and Y’s. Swim Lessons University sincerely thanks you for your support and loyalty.

For more information on how you can offer the Swim Lessons University at your facility, contact Swim Lessons University today at 803-665-8709 or email jreiser@swimprofessor.com

Here is Recreation Supervisor and Aquatic Director, Teri Gotro of El Dorado Hills, CA–speaking about her experience with Swim Lessons University AND sharing some video highlights of her SLU Certified staff in action:

To maximize the success of your swim program, you will want to spend time teaching your swim instructors how you want them to greet the students and parents.  I would suggest that you call your office from time to time from an unknown phone number to hear how they sound when they answer the phone and greet your potential customers.  Jeffrey Gitomer has a great tip for those struggling with that:  Imagine you are talking to grandma.   Imagine you are getting a call from a friend you haven’t heard from in years, he says.   That’s how the tone of  their voice should sound when they are greeting your customers.  Thirdly, the way you reply to email.  In our local business, I am the only one who replies to emails.  Replying to emails can be tricky if it is going to be done well, and I would much rather my front line people TALK to my customers, especially if they have a complaint or concern.   You want your customers to hear and feel that you really care.  Typed words rarely do the trick.

I hope this blog was beneficial to you and your swim program.   If you have questions or if you would like to do a “One-on-one Phone Consultation,” I would more than happy to help you solve your specific problems or help you brainstorm on your ideas.   I personally guarantee our session will help.

To your success!

Jim Reiser, Executive Director

Swim Lessons University

How did that make you feel?

I just spent $500.00 on a flight that I am currently on so I am about 30,000 feet in the air right now (yes, I am in the air now as I write this blog). Five minutes ago I politely asked my flight attendant, “Could I have a cup of coffee please?” She replied, “sure when I can get to you!” And not only the choice of words, but the tone! I wish you could have heard it!

My grandmother always taught me the golden rule, “treat others the way you want to be treated.” Wouldn’t you rather hear words like, “Sure, I’ll be right with you!” Wouldn’t that make you feel better and help you enjoy your experience more vs. “WHEN I can get to you?” Not to mention it would be just as easy! Most importantly, you would step off the plane with a GOOD FEELING about XYZ AIRWAYS. Instead, this one flight attendant gave me a bad impression of their entire company!

Imagine if you or I have swim instructors or other employees who speak to our customers like that in our swim school business. It could kill a small business like ours (or at least hinder our growth) and we would have no idea why!

Be proactive rather than reactive. Here are FIVE takeaways you can put into action today:

1. Find out how the swim teachers are speaking to the parents (Many of my teachers have never met my wife so I have her sit near customers and listen).

2. Listen to how your receptionists talk to your customers on the phone (I listen in when my receptionists don’t know I am listening. They will also sound great when you are there).

3. Check your employee candidates references! Their previous employers will usually be happy to help.

4. Call your swim school from an unknown number.  See how they friendly they sound!  Better yet, have a friend call to collect information without registering.  I would utilize this strategy on a semi-busy day to see if they rush your “potential client.”
5. TRAIN them! You have to train and prepare your employees for those busy, stressful days.  That’s when they have to be at their best!

If you have ideas or stories that you would like to share, please do! I would love to hear from you. And remember: “It’s not just what you say–but HOW YOU SAY IT!”

Whatever the case may be in your state, Swim Lessons University (SLU) believes it is of utmost importance that learn-to-swim programs educate swim lessons parents on what it means to have close and effective supervision. According to the National Center for Injury Prevention and Control, 70% of all preschoolers who drown were in the care of one or both parents at the time of the drowning. It is imperative that SLU Professionals educate parents that drowning occurs not due to a lack of supervision, but rather a lapse in supervision. Based on this information, SLU recommends the following guidelines in addition to your local health codes:

In addition to the required supervision in place, a specified adult Water Watcher should be designated for each class. The Water Watcher accepts the following responsibilities as listed on the back of the card:
1. Avoid socializing, using the phone, texting, and all other potential distractions.
2. Continuously scan the water surface and the bottom of the pool.
3. Remain on duty until relieved by another Water Watcher.

*SLU makes a Water Watcher tag and lanyard available for just $2.00, or for $3.00 you can get a whistle too!
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