This is an editorial from Chris Davis, the founder, owner, and head coach of SwimAtlanta, one of the top swimming programs in the United States. He established the club in 1977 with just 28 swimmers and one location. Today, SwimAtlanta operates at seven locations with over 1,800 swimmers and has produced numerous national and international champions, including five Olympians
By Chris Davis, Founder & Head Coach, SwimAtlanta
There’s probably not a week that goes by without someone in the swimming community asking me, “How’s the AAU side of your team going?” And without fail, at every meet I attend, at least one coach pulls me aside to ask the same thing.
My answer is simple: It’s going great. And I follow that up by explaining why AAU works for SwimAtlanta—and why it could work for every swim club in America.
Here’s what I’ve learned after decades in the sport, both as a coach and as a business owner: at least 50% of our registered swimmers never attend USA Swimming sanctioned meets. They’re on the team for exercise, fitness, high school prep, summer league, or parks and rec—not for competition. And that’s okay. It gives us a chance to identify and guide athletes who could thrive in the sport toward a more competitive path.
But for the other half—the kids who won’t compete in USA Swimming meets—it never made sense to pay the full USA Swimming registration fee just for insurance coverage. I realized years ago that there had to be a more cost-effective solution. So we switched our non-competitive swimmers to a general umbrella insurance policy through Risk Management, which cost about $6–$7 per swimmer. That one change saved SwimAtlanta roughly $50,000 per year in unnecessary registration fees.
Enter AAU
Two years ago, we evolved the model again. We began dual-registering with AAU for a few key reasons.
- AAU meets are easy to sanction and host. We can get an AAU meet sanctioned in about an hour. Compare that to the lengthy process required through most LSCs. That means we can run fun, fast, insured novice meets for swimmers who aren’t ready for big-time competition. Everyone is covered under AAU’s insurance—swimmers, officials, and volunteers alike.
- The meets are efficient and inclusive. At our recent AAU Father’s Day meet, we hosted 200 swimmers and wrapped the event in two hours. Afterward, we rented out the water park for a team celebration. It was affordable, well-run, and a total blast.
- AAU provides a financial and structural alternative. While AAU registration costs a bit more than the Risk Management plan, we more than make up for that through meet revenue—especially because we’re not giving a required percentage to the LSC. This has allowed us to build a sustainable, engaging experience for developmental swimmers.
A Reminder To USA Swimming
My secondary motivation for registering with AAU is simple: to remind USA Swimming that they’re not the only game in town.
Competition, in any space, makes everyone better. SwimAtlanta thrives in Atlanta not because we’re the only option, but because other great teams push us to improve. We have to deliver for our families. We have to evolve. And we believe USA Swimming should be held to the same standard.
If USA Swimming starts losing market share, maybe that’s the wake-up call they need to rethink how they operate. Innovation doesn’t happen without pressure. And when there’s no competition, complacency creeps in.
If you’re interested in exploring AAU or just want to talk more about how we’re using this model at SwimAtlanta, I’m happy to share.
Chris Davis
SwimAtlanta Founder & Head Coach
📧 [email protected]
SEE: AAU Swimming
Are there any insurance considerations for practices that feature some kids who are registered with USA Swimming and some who are registered with AAU? Do they have to be separated or can they swim together?
I would imagine all swimmers are registered with AAU and thus insured through them? The ones with USAS gets double insured in a way.
If the AAU swimmers are not also USAS, I belive they must be separated; and possibly a lane of separation to keep the USAS policy intact. In either case, lane space then becomes an issue.
They are not separated.
USA Swimming coverage only applies when every swimmer is USA Swimming covered, so every swimmer better be AAU registered to make sure there’s a valid liability certificate covering each swimmer. This would require dual registration for swimmers going to USA Swimming meets, akin to the way some YMCA’s work. Even having separate lanes is not enough – a USA Swimming coach member cannot supervise both AAU only lanes and USA Swimming only lanes. See https://www.usaswimming.org/about-usas/resources/insurance . The only exception to commingling is US Masters Swimming members when there is a USA Swimming coach member supervising.
The caliber of swimmer currently (last 4-6 years) coming out of Swim Atlanta is way down compared to previous historical levels Are these 2 things related? Dunno.
I would think unrelated. They also quietly put swimmers onto all three teams this summer (Aikins-Worlds/Christopherson-WUGs/Holgerson-World Juniors) so there are definitely some great things happening at SwimAtlanta while trying to fit the needs of all customers. Getting kids to fall in love with the sport seems to be their agenda as should all teams.
While those kids swam for them at some point, none of them are primarily training there anymore
Why do you say that? The team won Jr. Nationals a few years ago and is currently placing relatively high. They seem to consistently send the same number of swimmers to senior nats and OTs.
If anything, they might be encouraging more kids to join who might have been turned away before or just not joined in the first place, and they need a venue to compete in that USA Swimming doesn’t offer.
Seems like AAU has less bureaucracy, red tape, and headaches.
Makes sense to have a program for kids who aren’t super competitive and can have more fun.
This is a fantastic plan. Especially if you have your own facility. Unfortunately, most teams have to rent space as an outside vendor or though some sort of partnership. It’s not impossible, just more hoops to jump through.
Hopefully O&O teams will be able to expand a model like this.
Don’t forget, YMCA is also a competitor.
That depends on where you live, unfortunately. Some areas have great YMCA swimming programs, but in others the Y’s are glorified rec teams, where the coach makes 40 grand a year and has to lifeguard too.
$40k I think may even be a little high at some Y’s
Just feel horrible for those at USA swimming who have power and can’t see the best thing for the organization and the sport is to step aside and let people with better skill sets have a chance
Chris Hansen is one of the truly great guys in coaching. So happy for him and the enduring success he enjoys.
I remember when Chris and Jim worked the summer league meets in Atlanta and then swimming with them for a short time at their first pool on Snapfinger Woods. They elevated the whole of Atlanta swimming. Way to keep looking for your athletes Chris!