MASTERING THE MASTERS MARKET

Transcription

1 MASTERING THE MASTERS MARKET By Judy Bonning Carlile Swimming Organisation, Sydney, Australia This presentation will cover three important areas of concern to a coach who is trying to improve and motivate the Adults/Masters swimmers in his/her program. Marketing Your Adult/Masters Program Season Planning Motivational Sets MARKETING YOUR ADULTS/MASTERS PROGRAM This presentation will first discuss the definition of Masters swimming taken from Jim Montgomery of the Baylor Lonestar Masters from Dallas, Texas. A structured swim practice (class) that provides a professional or volunteer coach (instructor). The coaches responsibility is to enforce the rules of practice etiquette, teach proper stroke mechanics, introduce appropriate training methods, and help establish personal and team (club) goals. A program that provides an incentive (motivation) to exercise regularly in a safe and fun environment. The role of the coach in many situations is that of leader of the swim organisation. The success of the organisation will be largely dependent on the coach s ability to provide a vision of where the organisation can go, and how it can get there. Secondly, the coach s skill in providing management of the task that are necessary will impact on the organisational success. Third, the coach s ability to direct the efforts of volunteers and potential other staff will be vital to your organisations ability to reach its goals. The profiles of Masters swimmers and clubs (teams) in the United States and the similarities and differences with those in Australia will be discussed as well as some tips on how to market your program. SEASON PLANNING An entire year of season planning will be presented covering short course and long course seasons as well as motivational activities and fitness swims will keep both fitness and competitive swimmers involved throughout the year. MOTIVATIONAL TRAINING SETS Nothing can kill a program more than an unmotivated and disinterested coach with boring training sessions. Masters swimmers are swimming for many, many, many years and coaches need to be as creative as possible in order to keep their swimmers coming back for more. Swimmers, as much as they may complain, want to be challenged and motivated. I will be presenting several workouts or sets that I have found successful and have stolen from other coaches and I would like the coaches in attendance to present some of their favourite workouts or sets (so I can steal them as well!). Thanks! INTRODUCTION In the United States the term Masters and Adult Fitness are often used interchangeably. Masters swimmers are adult swimmers who are concerned about their fitness and although many of them compete, many do not. The coach needs to understand who his/her swimmers are and what motivates them to keep swimming throughout their lifetime. A survey revealed that the number one reason why Masters swimmers swim in the United States was for fitness. If you took away the competitive aspect, although the swimmers would lose a lot of enthusiasm and motivation, a competitive swimmer would still probably swim for fitness because swimming is what they enjoy the most. Most programs in the United States require that all swimmers who participate in a training session to be registered Masters swimmers for insurance reasons therefore the distinction between the fitness swimmer and the competitive Masters swimmer is lessened even more. Also it becomes easier to convince a fitness swimmer to participate in a local meet when they are already registered anyway. The following definition of Masters swimming was taken from Jim Montgomery of the Baylor Lonestar Masters from Dallas, Texas. A structured swim practice (class) that provides a professional or volunteer coach (instructor). The coaches responsibility is to enforce the rules of practice etiquette, teach proper stroke mechanics, introduce appropriate training methods, and help establish personal and team (club) goals. A program that provides an incentive (motivation) to exercise regularly in a safe and fun environment. The role of the coach in many situations is that of the leader of the swim organisation. The success of the organisation will be largely dependent of the coach s ability to provide a vision of where the organisation can go, and how it can get there. Secondly, the coach s skill in providing management of the task that are necessary will impact on the organisational success. Third, the coach s ability to direct

2 the efforts of volunteers and potential other staff will be vital to your organisations ability to reach its goals. The organisational structure of Masters swimming in the United States and that with the Australian Masters I have found to be different. As a coach it is wonderful to see in Australia so much support, work and effort put in by the swimmers on the team, whereas in the United States, most of the responsibility to direct the team is the Masters coach. Michael Collins, 1990 USMS Coach of the Year and coach of the well-known David Aquatic Masters in Davis, California with over 500 registered swimmers wrote in the United States Masters Coaching Manual The day when a swimming coach could just coach, are long gone. A successful coach is involved in all aspects of the organisation s activities. We call this concept the CEO Model of the modern coach. The Chief Executive Officer is the same concept as it exists in business. The CEO is responsible for the success of the organisation. Period. If the coach will THINK like a CEO, they will be well prepared to lead the program to success. The CEO is held responsible for success, and they have the authority to make it happen. This CEO concept is probably not quite so true in Australia where I have seen the swimmers themselves take a very active role in the leadership of the organisation and the coach as a facilitator and a director of workouts and training session. Usually the coach is a volunteer and a fellow Masters swimmer who competes in the competition. I personally do not compete, which even in the United States was an exception (I plan to begin my competitive career sometime in my seventies) and choose to put my effort into my coaching skills which I feel are more valuable to the team than my swimming talents. The swimmers appreciate this greatly, as I am able to concentrate on the team. I am available to give them race strategy advice, take their splits as well as give them valuable feedback following their races. If a coach has an assistant or if several coaches work together, they can still swim and give quality coaching at the competitions as well. What I do think is tremendously important in building a successful Masters program whether it is in the United States, Australia, Germany, Canada or wherever, is that the coach has a genuine interest in the swimmers and helps them achieve their goals whether it is establishing world records, recovering from a back injury or maintaining fitness. Besides wanting a structured workout, they want to know that there is somebody on deck who cares about them - how their technique is developing, what are there intervals, where they are in their conditioning and even how is their job or family doing because those are factors that affect their swimming performance and ability to train. PROFILE OF A MASTERS/ADULT FITNESS SWIMMER Why do people participate in Masters or Adult Fitness swim programs? Personal attention and expertise that they receive from the coach, the camaraderie and motivation they receive from swimming with a group and the flexibility that programs try to offer, accepting anyone who walks-in with any ability to swim are all reasons why adults participate in organised training sessions. Why do coaches want to coach a Masters or Adult Fitness program? No discipline, swimmers want to swim instead of have to swim, wonderful group of people with high esteems, weekends free (or at least more free than coaching age group swimmers) and pure entertainment are a few of the reasons. The following are some demographics of Masters swimmers in the United States. In over 34,300 registered Masters swimmers 85% have never been in a structured program Swim 3-4 times/week 70% swim for fitness 15-20% have had competitive experience Medium age group: years Age range: years Average income - $35,000 - $45,000 57% male - 43% female 50% married - 50% single Largest group men years Largest group women years Oldest male - 98 and oldest female - 95 (in 1997) The following is a profile of the AUSSIE Masters Swimmer as taken from Kay Cox s Presentation at the ASCA Clinic in Membership 7,852 Females 50.7%

3 Males 49:3% Age Range years Average age 43 years Bulk of members year age range - 60% males, 57% females Employment 64% working full time 16% part time 12% retired 8% not working Marital Status 60% married or stable relationship 40% Single Summer 50% swim 2-3 times a week 33% swim 4 to 5 times a week Winter <75% swim 2-3 times a week The following are a few of the different types of Masters swimmers that the coach must learn to accommodate The distance freak The romantic The classical The hard-core competitive The triathlete Mr & Mrs Overtrain The social butterfly The special needs/modalities MARKETING TO MASTERS/ADULT FITNESS Once you have a Masters/Adult Fitness program established, you want to retain old members as well as add new members, so it is important to use internal as well as external promotion. Internal promotion is promotion directed towards potential members who already utilise or are familiar with the facility. This also includes retaining existing members and keeping them happy. External promotion is promotion outside the facility directed towards the general community. Lucky Meisenheimer MD, and also Coach and Director of Team Orlando in Orlando, Florida gave the USA Masters Coaches the following excellent list of ideas for marketing their program. INTERNAL PROMOTION It is not uncommon to find a swimming facility where a Masters swim team is training with other teams and yet there is no visible sign that would let a visitor know there is a Masters team in existence. Your most easily accessible source of swimmers is already at the facility. These may be individuals who currently use the poo1 or are there for some other reason. If these individuals are not aware of your program you have lost an excellent source of potential new swimmers. Most internal promotion at an aquatic facility can be done at minimal cost and can be very effective. The following are some ideas that you may or may not already have implemented at your facility. AQUATICS DIRECTORY If the aquatics facility has a directory in the front lobby, etc., make sure there is a listing for the Masters/Adult Fitness program and your name. If you do not have an office at the pool, be sure there is a number that potential swimmers can call to receive information about the program. SIGNS Various signs can be placed around the pool, which identify the Masters/Adult Fitness program. Important signs would include Signs listing current workout times. Signs which are placed out during practice identifying there is a Masters/Adult Fitness group in session. Workout signs. Some programs have workouts, which are posted for swimmers during off times. A permanent sign can be made for the attachment of these workouts and information about the team can be placed on this sign. POOL EMPLOYEES Pool employees, lifeguards, maintenance personnel, receptionists, etc., can be an excellent source for referrals to your program. They can also be a serious source of misinformation. Take time to introduce yourself to all workers at the poo1 and let them know how best to direct interested swimmers to contact you. BULLETIN BOARDS

4 Bulletin Boards are vital to all Masters/Adult Fitness programs. Not only does a Bulletin Board disseminate information to current members but it allows development of team pride and unity. Most visitors to an aquatic complex will stop and read information on a Bulletin Board. The Bulletin Board should be updated regularly. Items, which should be kept current on your bulletin board, include Newsletter News clippings Photos, - recent competitions, parties, functions, etc. Calendar Philosophy and goals of the program Phone numbers of who to contact regarding team information Team records NEWSLETTERS A Masters/Adult Fitness program of any size needs a newsletter. The newsletter is the key to communication between members. Masters swimming is unique in that dealing with adult swimmers there may be periods of time where certain athletes may not be able to train. This newsletter keeps them in touch with the team and promotes a more rapid return to an organised swimming program. The newsletters are also read by family and friends who may also develop an interest in the program. The basic structure should contain the following information Updated calendar of meets and events. Team social functions. Coach s column. Competition column with results of recent meets, triathlons, etc. Gossip column with discussions on non-swimming events such as births, anniversaries, marriages, etc., and other juicy titbits. Invited articles, sports medicine, nutrition, stroke technique, etc. Newsletters for smaller programs should be published every 6-8 weeks. Larger programs may be able to support monthly newsletters. It is important the newsletter goes out on a regular basis. RECOGNITION AWARDS Some programs have a Top Ten plaque or National Champion plaque where swimmers are listed who make Top 10 time standards or who have won national titles. They should be hung in the lobby or near the entrance of the pool. This serves not only to develop loyalty for the swimmers to your particular club, but is also good promotion for individuals not familiar with the Masters program. LOGO STICKERS It is important for the team to have a recognisable logo identifying the Masters swimming program. If you have equipment that belongs to the team such as pace clocks, file cabinets, video equipment, etc., stickers made with the logo should be placed on each piece of equipment at the facility. Not only does this identify your equipment, but if the equipment is being used by others it identifies your team as a valuable resource for the aquatics facility. BANNER Many team banners are often stored away and only brought out occasionally for road trips. Keep your banner on permanent display in a prominent location at your training facility. TEAM HANDBOOK Larger teams may want to develop a team handbook for new members. One left at the main entrance can generate much interest from those that may thumb through. Contents of team handbooks may include Mission Statement, President s Message, Coach s Statement Directory of Officers, Members Phone List, Team Records, Calendar of Events, Workout Times and Fees, Pool Etiquette, equipment needs, explanation of swimming terminology history of the team, etc. REFERRALS Referrals or word of mouth is undoubtedly the most successful form of marketing for any swim program. It pays to keep your current customers happy. The following are many different sources of referrals that have been found successful for Masters/Adult Fitness programs. Your existing club members Doctors - orthopaedics Sports medicine clinics Athletic trainers Wellness programs Cardiac rehab Local bike, run, triathlete clubs

5 Retail swim, bike, and run shops EXTERNAL PROMOTION External promotion is directed at the general community outside of the confines of the poo1. External promotion emphasises creating community awareness of the existence of your program. The number of outside enquiries about the program will be directly related to the degree of community awareness you create. Remember that the non-competitive swimmer is any swimmer without a competitive swimming background and these are many of the people that you are trying to interest in your program. This includes lap swimmers and fitness swimmers, many triathletes, athletes who swim due to injury in their primary sport as well as adults who are injured and cannot participate in other fitness activities. Correct wording is important when using external promotion. Wording TO USE... Fun Fitness swimmers and triathletes welcome Instructional Improve your fitness level Workouts tailored to your individual needs and abilities SPORTS APPAREL Team logos are very good for external promotion within the community. Team apparel should be created, including T-shirts, shorts, jackets, bumper stickers, license plates, swim caps, etc., which identify the Masters swimming program. Not only does this promote the team but it can serve as an additional source of income for the team or coach. TEAM BROCHURE One of the best methods for generating interest in a program is to develop a team brochure. This can be easily distributed to any interested party that may walk into the aquatic centre or mailed to anyone who calls about the program. The best brochure has general information about the team including photos of swimmers having a good time and some emphasis on some non-swimming social aspects of the program. Information that may frequently change such as workout times or cost of the programs should not be placed in the brochure, but attached as a separate sheet. This allows the brochure to be used several years with out expensive type resetting on a regular basis. ANSWERING MACHINE In the United States few Masters coaches have the luxury of a secretary to field questions and take messages. An answering machine can be a great asset for the coach. A well thought out recorded message is much better than a live misinformed pool employee. This is especially important for coaches that are not in an office or around the pool during the day. AQUATIC CENTRE NEWSLETTER Many larger aquatic facilities, recreation departments, YMCA s, etc., in the United States will have a newsletter which is mass mailed on a regular basis to the general public in the vicinity of the facility. These newsletters rarely ask for articles, but most do not refuse articles regarding a program within their facility. This allows for a great deal of free advertising for your program in the local community. TEAM SOCIAL FUNCTIONS Team social functions serve not only to unify the team but are great source of promotion within the community. Outings such as field trips, open water swims, etc., allow for the community in general to see the team. Some teams have a weekly night out or after practice they will eat at a selected restaurant. Repeated patronage is often rewarded with discounts and meet sponsorships. ADVERTISING Advertising is expensive and beyond the means of most programs, but there are many sources of free advertising. Many newspapers have community calendars, which list adult athletic programs throughout the city. It is always worthwhile to send out news and press releases, special interest stories on individual swimmers to your local community papers, senior citizen papers, etc., regarding Masters/Adult Fitness activities. LECTURES Many senior citizen centres, community centres, social groups will allow for guest lectures to come in and speak on adult programs. This is a very good source of referrals for older Masters swimmers. This is certainly not a complete list of all the ways to promote a Masters/Adult Fitness program and each program will have individual needs. One would not expect to try to do all of these projects at once but to start by selecting a few and building. Persistence in promotion will pay off by increased participation and profits for the Masters/Adult Fitness coach who is willing to organise and work hard. FIRST IMPRESSIONS

6 Once you get a new swimmer to the training session, you do not want to lose them. As many and most adults are very nervous about their first day participating in your program, you don t want to scare them off or intimidate them or they may never return! Problems to overcome include fear of failure, fear of pain, lack of discipline and lack of skill. Mo Chambers, 1996 USMS Masters Coach of the Year from Mountain View, California offers the following considerations for the first day of a Masters/Adult Fitness swimmer. 1. Conservative lane selection 2. Introductions 3. Positive feedback 4. Constructive stroke work - keep it simple 5. Chat with them - learn their background and goals 6. Send them home wanting more 7. How did you hear about us? The first two weeks the swimmers should be encouraged to swim at least 2-3 times per week, although I have found this philosophy to be very different in Australia, where there seems to be many swimmers who swim once per week. I assume these people are maintaining their fitness with other aerobic activities. In the beginning I often use fins on the very novice or the very out-of-shape adult swimmer. There has to be a gradual weaning-off process, but I find that they are much happier and more relaxed and confident when able to use the fins. Many new swimmers get very discouraged and frustrated in the beginning with their lack of conditioning as well as lack of skill. As a coach, we have to assist them through this difficult period. After the initial period of using fins, they then set goals as to how far or how little in the workout do they actually need them, which continues to give them feelings of accomplishment. The coach needs to make sure the swimmer understands the following aspects of training in order to make sure the first two weeks are successful. 1. Breathing 2. Freestyle mechanics 3. Kicking 4. Practice etiquette 5. Equipment 6. Pace clock 7. Pulse rate THE TRANSITION The coach then has a goal of transferring the new swimmer from a high maintenance swimmer to a low maintenance swimmer. The new swimmer must learn to understand and to become aware of the following Using the Pace Clock Understanding the set The goal of the stroke drill, set... Pacing knowing how to pace Using cruise intervals Benchmark sets super sets Keeping a log Lane teamwork/lane leadership THE QUESTION OF COMPETITION Competition is definitely not for everybody and in almost all programs in the United States it is always optional, but encouraged. I have heard of one or two very strict Masters programs that are very competitive and require anyone participating in their program to compete in at least one or two meets per year (these programs are definitely the exception). New swimmers should be made aware that competition is about challenging yourself and setting goals. By providing less threatening and low key competitions, it makes it easier for a Masters coach to get newer swimmers or swimmers who have been out of the competitive circuit for many years. Postal and Aerobic events are another avenue to get a novice swimmer easily involved. In closing, I would just like to say that I have found Master/Adult Fitness swimming the most rewarding coaching experience of all the different ages and ability levels of swimmers. Children are ready and easy to mould and shape into a competent swimmer whereas an adult may be more challenging and rewarding. A child can be guided in the direction that you want them to go, but with an adult, you may actually turn their life around. We all know that people who exercise have

7 high self esteem and that fitness makes a person much more productive, etc. When we help them set goals and accomplish things that they never dreamed that they could do, these positive feelings transfer over to all aspects of their lives. Coaching adults can be very difficult, as a coach has to be very responsive to the many different levels of skill, fitness and goals that each swimmer has. To meet everyone s needs can be a real challenge and not every coach has the patience or ability to be that versatile. Coaching the adults is also very inspirational as you see not only in their swimming skills, but also in their personal lives everything that they accomplish without letting age be a limitation. I know it changed my outlook on life when I started coaching Masters at 25 years. I hope that in Australia as in the United States that we continue to educate and encourage more coaches to take our adults seriously and give them the competent coaching that they desire.