By SwimSwam on SwimSwam
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 competitionsLooking 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.
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