USA Swimming Targets Moms In Second Year Of SwimToday Effort

USA Swimming is targeting America’s moms with its SwimToday campaign, now in its second year of building a wider base of competitive swimmers in the U.S. The series starts today with an event in N.Y., where retired Olympic swimmer and mom Dara Torres meets with 40 “mommy bloggers” targeted for their ability to influence other parents through their parenting websites. USA Swimming has identified a phenomenon of families enjoying swimming recreationally and teaching the sport as a matter of water safety, but not joining competitive teams.

Torres and others will emphasize how inclusive the sport is, how cheap it can be to participate and its role as a totally non-contact yet high-intensity sport. The campaign is sponsored by “Gold Partners” Arena, Speedo and TYR Sport, with a “Silver Partner” group that includes Colle & McVoy, Colorado Time Systems, Counsilman-Hunsaker, National Swimming Pool Foundation, Swimming World magazine, Team Unify, USA Swimming Foundation and U.S. Masters Swimming.