Maximizing swimming pool revenue and efficiency

Are you maximizing swimming pool revenue and efficiency?  Keeping your pool covered when it’s not in use is not only important for safety, but covers can reduce evaporation and water waste by as much as 95 percent. If the cover is solar, it will help to heat the pool.

A study by the Center for Energy Conservation in Florida found that pool operators can save energy and maintain a comfortably heated pool by using smaller and higher-efficiency pumps, and operating pumps less each day. Some pool operators saved as much as 75 percent of their original pumping bill when they used both conservation measures.

Another way to maximize pool revenue is to increase attendance. Adding features to your pool, such as tanning ledges, custom decking or waterfalls, could make it more attractive to your users. Another possibility is enhancing the landscaping in the pool area with shrubbery and flowerbeds, but keep in mind that some plants attract unwanted insects.

Encouraging organized swimming events is another possible way to increase attendance.
Founded in 1970, U.S. Masters Swimming (USMS) is a non-profit national organization that promotes health, wellness, fitness, and competition for adults through swimming. It does so by partnering with more than 1,500 adult swim programs across the country, promoting information via the bi-monthly member magazine, SWIMMER, monthly e-newsletters, its website,, and by sanctioning and promoting pool, open water, and virtual events and competitions.

“More than 55,000 adults are registered members of U.S. Masters Swimming,” said Bill Brenner, USMS club and coach services director. “Socialization is the number one reason our members choose to be a part of this established program. Swimmers are more likely to maintain a steady fitness routine if they are participating in a team environment complete with a coach. Adult athletes tend to stick with the program longer and with more success when surrounded with like-minded adults.”
Parks and recreation departments can maximize revenue and increase pool participation with proper programming. Revenue can be generated from program fees, hosting clinics, meets, and providing swimming lessons for adults, as well as sponsorships from local merchants.

“We are an adult aquatic fitness program that provides diversity for all adults, ages18-100-plus, who want to swim as their chosen method of exercise. Any park and recreation department can register a USMS program. The national office of USMS provides numerous resources for new and established programs to grow and maintain membership,” Bill explained.
Coached workouts provide increased incentives and value for members in a USMS program. They administer a Masters Coach Certification program available to all USMS members. This education is geared toward understanding the adult athlete, establishing a coaching philosophy and teaching proper stroke technique and correction.  Bill told us that everyone has his or her own reason for belonging: health, fitness, camaraderie, fun, the thrill of competition, travel and coaching are a few.

“About 30 percent of members compete in swimming meets on a regular basis. For those who are serious competitors, there are an incredible number of opportunities to test your skill and conditioning. Short course (25 yard and 25 meter) and long course (50 meter) pool meets, lake and ocean open-water swims, postal meets, special events and international championships are all part of an ambitious program of Masters Swimming.”

A recent U.S. Masters Swimming World Championship meet at Stanford drew over 7,000 participants, and Bill said it was the largest swimming meet ever held in North America.
“But if competing isn’t your style, there’s no need to feel pressured. Many Masters Swimmers are simply interested in the regular routine of working out with friends. Our program’s mission is to promote health, wellness, fitness and competition through swimming for adults. Our vision is to be the premier resource of adult aquatic fitness in America. We value excellence, health, fitness, learning, respect and fun.”

Make your aquatic facility into a profit center!

Let’s face it, swimming pools DO NOT generate enough revenue to sustain operations and offset the cost of your facility. That is why hundreds of aquatic facilities across the nation are closing their doors and/or desperately looking for private firms to step in and “lease” their aquatic facility to keep their facilities open for their community. Make your aquatic facility into a profit center. It is NOT a difficult equation for private firms to figure how much revenue must be generated to keep a facility open and turn a profit. Most of these private firms are heavily backed by large swim team organizations.  But these firms are quickly learning that even with a backing of an established swimming organization it is not an easy task to generate revenue to turn a profit.

USA Management, which is the largest and oldest aquatic management firm in the US, has an answer to this perplexing problem.  We have a 3 to 5 year plan that will lift your aquatic operations from the red to the black.  In 4 easy steps and under 3 years, USA Management will transform your swimming pool into an Aquatic Family profit Center.  Through a combination of fundamental management guidelines we will implement our services, stabilize the operation, grow revenue, and streamline expenditures.  Your physical facility will experience an EXTREME AQUATIC MAKEOVER and through best management practices, USA Management will transform the facility, your budget and most importantly…your bottom line into a profit center.  All it requires is your time to start the ball rolling on this no nonsense, fundamental implementation.  You can contact our corporate offices for additional information to learn how we can help you be an aquatic HERO!  Ask for the program “Aquatic Family Center profit center”.

Toll Free 877-248-1USA

Aquatic Revenue Generators

Here are some Aquatic Revenue Generators that can help your earnings.

Special programming

When it comes to special programming and events, the goal is to create a memorable experience that sets you apart from everyone else in town. For example, did you know Santa can swim? Instead of just having Santa visit for a holiday party, hire a swimming Santa who will hop in the water and pose for photos in the pool with the kiddos.

Birthday splash parties are another way to generate revenue. Parents will gladly pay for value and convenience, so make sure the cost to the customer is packed with value. A package that includes themed decorations, room rental, food and swimming will practically sell itself.

Scout merit badge programs also are wildly popular. Design a special aquatic program that meets all the badge requirements of the Boy and/or Girl Scouts. Usually in under an hour, the Scout has earned a new badge and your facility is bringing in new dollars.

Specialized aquatic fitness classes are another option to boost revenue, and make a tremendous difference in the community.

One idea might be to create pocket water fitness classes for groups such as cancer survivors or new and expectant mothers. These individuals may be facing significant physical changes that could make it uncomfortable to be around others when in swimsuits. Specialized classes offer a supportive and safe environment that will help foster a healthy mind and body.

You might also consider offering kayak clubs or scuba classes.These activities can take up a considerable amount of programming space, so you’ll want to look at scheduling them during slow times, such as on Sunday mornings before the pool is open for general swimming. The clubs pay a premium for space and your profit margins increase due to low staffing requirements.

Beyond the specialized options, think about becoming a hub for general health, fitness and safety by offering a mix of dry options. Use classroom or deck space — and consider partnering with your local American Red Cross to provide community classes such as pet CPR, baby-sitting and first aid. Once the people are at your facility, it’s the perfect opportunity to showcase your aquatic offerings.

Finally, tap into the power of free “teaser classes.”Parents waiting for kids in swim lessons are a great audience. When they want to learn more, provide help registering them for the next regular class session.

Partnerships and sponsorships

Create simple, inexpensive business partnerships and sponsorships for your camps, classes and operations.

It’s likely that an entity such as a local bank would jump at the chance to sponsor swim lessons for $1 or $2 per child. This type of sponsorship helps keep the fees reasonable for customers, and your bottom line will see a big increase.

You could also seek sponsorships for lifeguard uniforms. For a fee, place a tasteful and appropriately sized sponsorship logo with a tag such as “Helping to keep our kids safe — XYZ Bank.”

Beverage vendors are a great asset to any special event. Most have in-house print shops that can create professionally designed signs and banners for your programs — leaving you with more dollars to spend adding value to the occasion.

Donations and in-kind support

Donations and in-kind support can provide valuable revenue, but like partnerships, these are two-way ventures. Free passes to the pool are always a hot item, but make sure free passes are just that, free. Stipulations of a “buy one, get one free” (BOGO) or limiting when recipients can redeem the ticket likely will devalue the incentive.

One great way to utilize donations is to visit local classrooms and present on water safety topics, then hand out free tickets to come to the pool. Look at your donations as an opportunity to gain new customers and generate new dollars. When people use the free pass to come to the pool, you can further encourage them to visit concessions, sign up for a class or purchase a birthday party package.

Overall, when looking for new ways to generate dollars for your swimming pool, embrace change and diversity; keep watch for trends; don’t be afraid to make some waves; and remember these quick tips:

  • Programming must be high quality and value-packed. Strive to make your classes and events memorable.
  • Look for innovative ways to add value. What would you want if you were a customer at your pool?
  • Create public awareness through donations and partnerships.Use creative ways to get folks through the doors, and then show them everything your facility has to offer.