Each year in the fall, I spend some time setting some business goals for the upcoming year. I find the process of builiding out a business plan and then working to execute it, much like training. You set a solid foundation, adding little by little and focus on the things you can control. Lets face it, in business there are a lot of unknowns. Coaching full time since 2013, I have come to realize that we can expect the unexpected. With success, there is failure but also the opportunity to learn and move forward.
In the fal of 2025, we had the opportunity to explore an open water swim venue. For those that know me, I have always wanted a place to really help individuals who wanted to get in the open water. Where we are located, we do not have easy access to open water. So when approached, we were excited that this might become a reality. We spent the fall of 2025, bringing up a variety of athletes and getting feedback on the venue.
We have run and executed a variety of group programs, from single session technique to free track workouts. Most group programs came about from a specific need or opportunity within the community. I have found that the needs change and the programs live a life cycle, sometimes a few years and others are still going strong since we started them. After all this time, I am not sure there is an exact framework that is tried and true. Similarly to coaching I have found that need and service can determine success.
My approach to a new program is to not expect to generate revenue, I think setting realistic goals in the first year is important to allow the program to succeed. I knew this for this venue, we would have to make an investment in equipment. As with any of our programs, my first priority is athlete safety and with a swim venue that becomes even more important. Safety not only includes the staff on the water, but the water quality itself.
So our intital investment included the following:
- Buoys – we purchase for big buoys to mark the course. We purchased four for the 750 meter course
- Water testing – every 4-5 weeks a water sample was sent to the state lab
- Mats for entry – the township made some amazing improvements and we hope that moving forward we can continue to improve
- Thermometer for water temp
- Walkie Talkies – to communicate with those on the water and in case of emergency.
Early on, I made the decision to partner with another small business, V3PT. There were a few reasons behind that choice.
First, I wanted to make sure we reached as many athletes as possible. Our businesses overlap, but we each reach a different audience, and I believe collaboration between businesses is essential to succeeding. Second, partnering with V3PT gave us more to offer the athletes who showed up to swim. Our staff could talk through stroke technique and endurance, while V3PT could speak to injury and mobility — an area that often gets overlooked. Third, it strengthened our staffing, which can be tough to manage during the summer with travel, races, and vacations pulling people in different directions. I firmly believe a business shouldn’t ask people to donate their time, so this partnership gave us the capacity we needed to operate safely and successfully. We paid our lifeguards and check-in staff for every session.
Collaboration can make businesss grow. I think for it to work, you need to be clear about expectations, who is responsible for what parts of the program, how the financials will work and agree on expenditures as well. Everyone has different strengths they bring to the table so capitalizing on these is key
One of our biggest early challenges was awareness. Launching a new program means staying diligent about getting the word out. Referrals remain one of the best ways we gain new athletes, which is why the quality of the product and the experience we deliver matters so much. We ran a total of 3 paid ads, leaned on social media, and relied on word of mouth from athletes who were already part of our network.
Positives
- We made a point of personally talking with every new athlete who came out to swim. We got their feedback and made sure the experience was a good one.
- We offered stroke feedback to any athlete who wanted it.
- Every week brought new participants.
- Our water test results were excellent.
- Our pricing gave athletes options — a season pass or a drop-in rate.
Areas of Opportunity
- We want a better entry point into open water swimming venue — that’s a work in progress.
- Several people had trouble finding our venue, so improving wayfinding is a priority.
- If the program grows, our staffing needs to grow with it.
- There’s no bathroom at the venue.
Going into this year, I set a few loose goals for the program. First and foremost, I wanted to introduce potential swimmers to open water swimming — and I’m happy to report we did that. Honestly, if just one person had come out to try open water for the first time, I would have called it a win. The jump from pool to open water is a big one, so providing affordable access matters. My bigger goal was to reach over 100 registrations for the program. I thought that might be a stretch, since awareness is everything and I wasn’t sure the venue or our marketing would get us there. With two sessions left, we’re at 118 registrations.
We decided to open two options for the summer; a season pass and a drop in option. Initially we thought the season pass would be the biggest sellar but we were wrong. I think this relates to the fact that the program was new so we did not have any following. I expect next summer to be a little different. The challenge with drop ins are they make it hard to predict for staffing. So something to think about for planning next season.
So how did the numbers look? The nice thing about not going in expecting a profit is that it takes the pressure off. It’s a bit like your first race — zero expectations, and just crossing the finish line feels like a gift. We did turn a profit this year, and we’ll put some of it back into improvements for next season. Between a base of swimmers who love the venue and growing awareness, we’re in a strong position to keep building.
