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.
Why SwimAtlanta Is Evolving Its Approach
SwimAtlanta has a long history within competitive swimming, and we remain proud to be part of USA Swimming. Over the past few years, we have also explored additional pathways, including AAU Swimming, as we looked for better ways to serve our swimmers and families. This was never about replacing one system with another. It was about learning what actually helps a club grow, stay healthy, and meet families where they are.
When there is only one dominant system for youth competition and sanctioning, innovation can slow. As more clubs across the country began exploring additional options, including AAU Swimming, it created healthy pressure for new ideas. One example of this has been the success of the USA Swimming Block Party format. That kind of change shows what can happen when the sport listens more closely to what clubs and families want.
Another area where clubs have had to think more critically is insurance and registration. Families experience these differences directly. USA Swimming offers several membership types with additional LSC fees layered on top. AAU Swimming typically offers a single annual registration option at a lower cost. In both cases, insurance is combined with administrative fees and marketing data through their membership programs.
Through this process, SwimAtlanta also began exploring a third option — what we refer to here as Generic Youth Sports Insurance (GYSI). This is an independent insurance model focused on covering swim clubs and their athletes for practices, events, and competitions.
GYSI does not replace competition pathways. Instead, it separates insurance from governance. Its purpose is simple: protect the training environment and the people in it, while still allowing clubs to decide how and where their swimmers compete.
USA Swimming remains essential for athletes who need and inspire to be a part of a nationally recognized competitive pathway and aspire to compete at LSC championships, sectional meets, Futures, and national events. At the same time, not every swimmer wants to be an Olympian or swim in college. Swimming can be a lifelong sport and a positive activity at every level.
Comparing Options for Clubs
Different clubs have different needs based on their size, their community, and their goals to support their swimmers. There is no single solution that works for every program. Instead, clubs should look at how each system supports their athletes, their operations, and their long-term growth.
Below is a simple comparison of the three main roles currently available to swim clubs:
| USA Swimming | AAU Swimming | Generic Youth Sports Insurance |
| National governing body for competitive swimming | Multi-sport organization offering a swimming pathway | Independent insurance provider focused on protecting clubs and their members |
| Provides a nationally recognized competitive pathway | Provides a flexible and often lower-cost competition option | Does not operate a competition pathway or governing body. Club creates its pathway. |
| Membership includes insurance plus administrative and organizational costs | Membership includes insurance plus administrative and organizational costs | Primary purpose is insurance coverage for clubs, athletes, and club-run activities |
| Markets membership and programs directly to swimmers and families | Markets membership and programs directly to swimmers and families | Works for the club rather than marketing directly to individual athletes |
| Registration: Swimmers may self-register or clubs may bulk register | Registration: Clubs bulk register athletes | Registration: Club provides estimated athlete count, can add swimmers during the season, and completes a simple end-of-year audit with refunds if numbers are lower |
| Season cost: Varies (Flex, Seasonal, Premium + LSC fees) | Season cost: About $22 per swimmer | Season cost: About $7–10 per swimmer |
| Focused on governance and national structure | Focused on access and participation | Focused on risk management and club sustainability |
| Best fit for swimmers pursuing national-level competition | Best fit for clubs seeking lower-cost competition options | Best fit for clubs needing insurance for practices, events, and hosted competitions |
Looking Forward
SwimAtlanta believes that continuing to be part of USA Swimming while also using an independent insurance model through a Generic Youth Sports Insurance (GYSI) will allow us to grow the base of the sport. This allows us to preserve a nationally recognized competitive pathway while lowering barriers to entry and ensuring that every swimmer in our program is covered.
Clubs should not be passive participants in the sport’s future. They should be leaders in shaping it. Growth does not come from a single organization. It comes from clubs making thoughtful decisions about access, affordability, and protection for their athletes.
Strong clubs build strong programs, and that is what ultimately grows the sport.
Clubs interested in learning more about how an independent insurance model can work alongside existing competitive pathways are invited to join a Q&A Zoom call to discuss the approach and explore whether it could support their own programs.
A Simple Cost Example
To make this more concrete, consider a club with 250 swimmers.
If all 250 swimmers are registered through a full USA Swimming membership (about $80 per swimmer), the total seasonal registration cost is:
250 × $80 = $20,000
Under an independent insurance model like Generic Youth Sports Insurance (about $8–10 per swimmer), covering those same 250 swimmers would cost about:
250 × $9 = about $2,250
Now consider how most clubs actually operate. In many programs, roughly 80% of swimmers will not compete at an LSC Championship meet or higher in a given season. That means a large portion of athletes are training, learning, and participating at a developmental or local level.
Using an independent insurance model allows those swimmers to remain fully covered for practices and club-hosted events, while delaying full national registration until they are ready to pursue higher-level championship competition.
Instead of automatically registering all 250 swimmers at the highest level, clubs can register swimmers when their goals and participation level call for it.
That difference in timing can free up thousands of dollars per season that can be reinvested into coaching, pool time, equipment, or programs that make swimming more accessible — while still ensuring every swimmer in the water is insured.
If you have questions for Coach Chris Davis on this topic, drop them in the comments and/or email SwimSwam.
The lone (important) truth about this whole concept – rival org memberships / insurance to USA-S – he correctly states in his second paragraph. “When there is only one dominant system for youth competition and sanctioning, innovation can slow.”
Diplomatic, and well put.
Let’s face it, USA-S hasn’t had to look in the mirror very much since the 90s. Now they do. Monopolies (monoliths??) don’t have hard conversations, admit fault, re-examine processes, or respond to concerns. USA-S actually does a solid job in a lot of areas, but now they absolutely are watching the market and customer satisfaction metrics in ways they never have before. Which is great.
The new CEO actually understands that there is a large customer service aspect to what USA Swimming does, and acknowledges that they have a ton of improvements to make in that department. He is definitely way more on top of things than anyone I’ve spoken to at AAU, that’s for sure.
For the first time in a long time, I am actually hopeful that things could get better with USA Swimming. Getting a kick in the pants from AAU certainly doesn’t hurt, even if it’s not a viable option in many parts of the country.
How does one join this zoom call?
Email swimswam. I’ll keep you posted.
Coach Davis is a great man with unbelievable values and compassion for people.
Nope
I could give you a grocery list of things USA Swimming could do better, but I keep seeing these same exact articles, and I legitimately do not understand the focus on the USA Swimming membership cost. It’s a complete non-factor. You pay more for entries at some meets than the annual USA Swimming registration.
I have been coaching for over 15 years and the USA swimming membership cost has never been cited as a hardship by a single family I’ve worked with. It’s a total drop in the bucket compared to membership dues, apparel, performance suits, meet fees, travel, etc.
As a club owner, it’s nice that my members save a few bucks on these options, but this analysis… Read more »
agree with aquadog on all points.
while chris has built a tremendous business model, the situation at swim atlanta with 1800 kids is vastly different than most clubs which have around 100 swimmers. also, neither aau or gysi answers the question of how to schedule swimmers in training groups – per usa swimming, non-usa swimming kids cannot train in the same lanes with usa-swimming registered swimmers. so, either a team: 1. has enough lanes to separate kids, 2. has enough pool time to run separate groups, or 3. is letting the mix happen, which would nullify the team’s membership to usa swimming.
Well they definitely train together.
Is all the athletes have insurance from GYSI them they can train. The members of USA swimming only have coverage at USA Swimming meets then.
A group of six towns could put together a13 week season (3 weeks prep, dual every other Sat, championship at end for all 6 teams). Total cost per athlete of $9, 1 nylon suit, plus pool rental.
I stopped my direct involvement in signing 16 years ago and have found every article Coach David has written interesting or intriguing. The other thousands of coaches are welcome to write their ideas and submit them to SwimSwam, I’m sure they are willing to publish and help new ideas grow.
Agree this only works in large scale situations or where there is an abundance of non usa swimming/non ymca teams around you. This is basically what sounds to be a summer league model.