STRATEGIC PLAN2017/18-2020/21

We live in a country surrounded by water, where over 4 million Australians swim regularly. It defines us a nation. We learn to swim to survive and we stay swimming for enjoyment, fitness and competition.

In Australia, we have consistently punched above our weight against the rest of the world in the pool. It’s a badge we wear with pride. We have a rich history in the sport, with names like Murray Rose, Dawn Fraser, Ian Thorpe, Susie O’Neill, Matt Cowdrey and Priya Cooper synonymous with success and the spirit of the green and gold.

And our current champions such as Mack Horton, Kyle Chalmers, Cate Campbell, Ellie Cole, Brenden Hall and Lakeisha Patterson and the whole Australian Dolphins Swim Team continue this proud tradition and add their own stories to the rich tapestry of Australian Swimming.

Our vision is to create a nation of swimmers admired by the world. Successful delivery of the 2017 – 2021 Strategic Plan and our focus on our three Strategic Pillars: One Swimming, Lifetime Participation and Peak Performance will ensure that we deliver on this vision.

We have some exciting new developments as we seek to build our membership at all levels of our sport. Our new Optus Junior Dolphins program will extend into Swim Schools and more clubs through the launch of new digital solutions. We will unveil the largest swimming participation movement, ‘Australia Swims’ to the Australian public and will be re-launching our coaching education program.

Each of these initiatives involve the active engagement of the entire swimming community. Through the adoption of our One Swimming philosophy, I am confident that we will grow the sport. And together with our partners, ensure that we leave a lasting legacy to inspire all Australians to be the swimmer they want to be.

As we look forward to Tokyo in 2020, our events will be the canvas on which sporting dreams are realised, the next generation of champions emerge and these heroes will inspire the future generations to swim.

Mark Anderson Swimming Australia, CEO

SWIMMING IN AUSTRALIAThe numbers

1,748,443reach via

social media channels

2.9m viewerson Channel 7 over 5 nights

12 world recordsbroken by Australians in 2016

20,000+ fanscheering from the stands

at Hancock Prospecting Australian Championships and Georgina Hope

Foundation Age Championships

$20,753,861in media exposure generated

for major sponsors at Nationals

4.32 millionAustralians swim weekly

2.9+ million adults

1.3+ million children

1,000+ clubs88,000+ club members1M+ Kids in Learn to Swim15,000+ Optus Junior Dolphins

SWIMMING IS IN OUR DNA

212,182+ Social media community

110,000+ Swim Family eDM digital community

4,871,833+ video views on

social media annually

SWIMMING AUSTRALIA STRATEGIC FOUNDATIONS

To create a nation of swimmers admired by the world.

Inspiring Australians to be the swimmer they want to be.PURPOSE

VISION

STRATEGIC PILLARS

12 3ONE SWIMMINGOur swimming industry works constructively together:

1. pooling expertise, knowledge and resources to achieve mutual goals; and

2. with shared values and behaviours underpinning our culture.

LIFETIME PARTICIPATIONSwimmers develop a lifetime love for the sport - all ages, all abilities:

1. Pathway: Our organised clubs, squads, competitions and programs.

2. Recreational: Swimming for fun, fitness, health & wellbeing.

PEAK PERFORMANCESupport athletes to achieve career-best performances in the finals of benchmark events.

Unearth, inspire and nuture to build a consistent pipeline of future champions.

ENABLERS

Digital Consumer-Focused Innovation Shared Business Operations & Services

Places to Swim - Traditional and New

Our PeopleCommercial Sustainability

MAKING OUR MARKPEOPLE AT THE POOL FOCUS

Junior ParticipationLearn-To-Swim & OJD

Innovateto grow and develop

the sport through digital transformation

Launch Optus Splash app to support Optus Junior Dolphins (OJD)

program; establish partnerships in Learn

to Swim (LTS) and primary schools

Launch participation movement Australia

Swims 20 - 28 January 2018 to re-engage Australians with

swimming; build digital communities

Develop and improve online coach

training programs; communicate new

Australian Swimming Framework standards

Launch Australian Swimming Framework (ASF), the foundation

for sustained and successful club,

swimmer & coach development; conduct membership review

More racing; new national competition

format/calendar; explore innovation for training environments; Inspire the nation at

Commonwealth Games

Innovate event format, broadcast product,

live streaming, social, new website & CRM; launch SAL Travel;

home Commonwealth Games

2017/18 2018/19 2019/20 2020/21Engage

to capture, measure, analyse for data-

driven decision-making

Build LTS relationships through Optus Splash

app to transition more swimmers to

Optus Junior Dolphins and Club pathway; implement primary schools strategy

Grow Australia Swims participation movement; connect

directly with swimmers for lifetime participation utilising CRM system & social

Develop in-pool technology for coaches to track, measure and enhance performance;

implement coach strategy with new

accreditation modules

Clubs, officials and administrators are supported by new

websites, integrated CRM system and new membership offerings to track, measure and

develop

Training camps in Japan; athlete

engagement with My AIS Playbook; worlds-

best training with Hancock Prospecting

Academy; Optus Racing

Highly engaged fans - online, broadcast and at event; fan profiling to develop customer

segmentation and tailored offerings

Optimiseto grow & improve

key swimming assets, programs and people

Evolve Optus Splash app functionality with

improved LTS and schools integration;

build sustainable revenue and expand Optus Junior Dolphins

Pilot new pool and open water programs;

track recreational swimmers;

Australia Swims is driving participation growth & frequency

Unearth, inspire and nuture future

champions with theoretical and

practical education; coach reward and

recognition program

Improve club retention through customer-focused product &

experience; connect with non-affiliated

clubs nationally

Race the world in Korea & Malaysia; bring world-first

analysis and tracking technology to life; deliver advanced

coaching & training

Tailored messaging and product offering

for fans to reflect key motivations and behaviours creating

fans for life

Achieveto exceed key targets from

grassroots to elite

Growth in Junior participation; reach

OJD targets of 80,000 and achieve 50,000 Optus Splash app download and

engagement targets.

1 million more Australians swimming

or swimming more frequently; new

swimming channels established

Achieve high performance

coaching at all levels of the pathway - participation,

performance, elite

Reach club growth targets of 122,000 members; more coaches being

developed; pathway conversion to elite is

at 20%

Support athletes to achieve Olympic

Games and Paralympic Games

targets, with career best performances in

benchmark finals

Reach 300,000 social media followers,

exceed broadcast targets and exceed

event attendee targets

Adult (15+)ParticipationRecreational

Talent Pathway Clubs & Squads

High PerformanceElite Athletes

Swimming FansBroadcast & Attendees

CUSTOMER SEGMENTS

Coaches Participation, Performance & Elite

2019/202019 FINA WORLD SWIMMING CHAMPIONSHIPS 12 - 28 July 2019 | Gwangju, South Korea

2019 HANCOCK PROSPECTING AUSTRALIAN SHORT COURSE CHAMPIONSHIPS 24 - 26 October, 2018 | Melbourne Sports & Aquatic Centre, Melbourne

2020 AUSTRALIA SWIMS 18 - 26 January 2020 | Australia-wide

2020 AUSTRALIAN OPEN WATER SWIMMING CHAMPIONSHIP 24 - 26 January 2020 | TBC

2020 GEORGINA HOPE FOUNDATION AUSTRALIAN AGE CHAMPIONSHIPS 7 - 14 April 2020 | Venues West, Perth

2020 HANCOCK PROSPECTING AUSTRALIAN SWIMMING CHAMPIONSHIPS 17 - 22 April 2020 | Venues West, Perth

2020 HANCOCK PROSPECTING AUSTRALIAN SWIMMING TRIALS 14 - 19 June | SA Aquatic & Leisure Centre, Adelaide

2020/212020 OLYMPIC GAMES 24 July - 9 August 2020 | Tokyo, Japan

2020 PARALYMPIC GAMES 25 August - 6 September 2020 | Tokyo, Japan

2020 HANCOCK PROSPECTING AUSTRALIAN SHORT COURSE CHAMPIONSHIPS 22 - 25 October, 2020 | Melbourne Sports & Aquatic Centre, Melbourne

2021 AUSTRALIA SWIMS 17 - 25 January 2021 | Australia-wide

2021 AUSTRALIAN OPEN WATER SWIMMING CHAMPIONSHIP January 2021 | TBC

2021 HANCOCK PROSPECTING AUSTRALIAN SWIMMING CHAMPIONSHIPS 7 - 12 April 2021 | SA Aquatic & Leisure Centre, Adelaide

2021 GEORGINA HOPE FOUNDATION AUSTRALIAN AGE SWIMMING CHAMPIONSHIPS 15 - 22 April 2021 | SA Aquatic & Leisure Centre, Adelaide

KEY MILESTONESBENCHMARK EVENTS

2017/182017 FINA WORLD SWIMMING CHAMPIONSHIPS 14 - 30 July 2017 | Danube Arena, Budapest, Hungary

2017 HANCOCK PROSPECTING AUSTRALIAN SHORT COURSE CHAMPIONSHIPS 26 - 28 October 2017 | SA Aquatic & Leisure Centre, Adelaide

2018 AUSTRALIA SWIMS 20 - 28 January 2018 | Australia-wide

2018 AUSTRALIAN OPEN WATER SWIMMING CHAMPIONSHIP 26 - 28 January 2018 | Brighton Beach, Adelaide

2018 HANCOCK PROSPECTING AUSTRALIAN SWIMMING TRIALS 28 - 3 March 2018 | Optus Aquatic Centre, Gold Coast

2018 COMMONWEALTH GAMES 4 - 15 April 2018 | Optus Aquatic Centre, Gold Coast

2018 GEORGINA HOPE FOUNDATION AUSTRALIAN AGE CHAMPIONSHIPS 21 - 28 April 2018 | Sydney Olympic Park Aquatic Centre, Sydney

2018/192018 PAN PACIFIC SWIMMING CHAMPIONSHIP TRIALS 1 - 4 July, 2018 | SA Aquatic & Leisure Centre, Adelaide

2018 PAN PACIFIC PARA SWIMMING CHAMPIONSHIPS 9 - 13 August, 2018 | Cairns, Australia

2018 PAN PACIFIC SWIMMING CHAMPIONSHIPS 9 - 13 August, 2018 | Tokyo, Japan

2018 HANCOCK PROSPECTING AUSTRALIAN SHORT COURSE CHAMPIONSHIPS 25 - 27 October, 2018 | Melbourne Sports & Aquatic Centre, Melbourne

2019 AUSTRALIA SWIMS 19 - 27 January 2019 | Australia-wide

2019 AUSTRALIAN OPEN WATER SWIMMING CHAMPIONSHIP 25 - 27 January 2019 | TBC

2019 HANCOCK PROSPECTING AUSTRALIAN SWIMMING CHAMPIONSHIPS 7 - 12 April 2019 | SA Aquatic & Leisure Centre, Adelaide

2019 GEORGINA HOPE FOUNDATION AUSTRALIAN AGE SWIMMING CHAMPIONSHIPS 15 - 22 April 2019 | SA Aquatic & Leisure Centre, Adelaide

2019 HANCOCK PROSPECTING AUSTRALIAN SWIMMING TRIALS 9 - 14 June 2019 | Sleeman Sports Complex, Brisbane

INTERNATIONAL EVENT

NATIONAL EVENT

NATIONAL PARTICIPATION

ONE SWIMMINGINDUSTRY WAYS OF WORKING

VALUESFuel the passionAct with Integrity

Stronger togetherAchieve ongoing excellence

Elite SwimmersProudly competing for their country and achieving success on the world-stage with the best high performance systems, support and technology in place

Participants & Club MembersProviding a lifelong pathway to grow future champions, lifetime swimmers and club members - all ages, all abilities, all cultures

Coaches & TeachersOur swimming support network driven by innovation, technology and a national framework helping every swimmer to achieve their goals from grassroots to elite

FansAre on their edge of their seats through the delivery of entertaining, insightful and action-packed events, broadcasts, live streaming and social engagement

Staff & Industry PartnersPassionate, respected and respectful individuals working together to deliver ongoing excellence in swimming

Volunteers & OfficialsAdministering and protecting the integrity of racing from a front row seat to Australia’s best swimming moments and Club meets

THE FUTURE OF SWIMMINGOUR PEOPLE: grassroots to elite

LET’S DO THISPARTICIPATION 1 million more swimmers or swimming more frequently

TALENT Consistent pipeline of champions in the pathway

ELITE Career-best perfomances in benchmark finals

FANS Create lifetime fans through meaningful engagement