Todd Smith, U.S. Masters Swimming's first executive director, gets his feet wet

Once U.S. Masters Swimming decided it needed an executive director, the organization searched for the right candidate for more than a year. In May, U.S. Masters Swimming named Todd Smith to the job. "We are delighted to have Todd join USMS as our first executive director," said Rob Copeland, USMS's president. "This is the most significant step Masters swimming has taken since our founding in 1970, taking our program to the next level of management and leadership."

Smith came to USMS from USA Diving, where he was executive director and CEO for 25 years. Among the advances he made at USA Diving were increasing sponsorship revenue and introducing online membership registration. We asked him about his first few months on the job and his plans for the future.

GJ: What did you expect from your first few months on the job?

Todd Smith: I expected to be working for some enthusiastic, passionate people who are one, serious about health and fitness, and two, a certain percentage of them are enjoying competition. That's pretty much what I have found. I've been doing a tremendous amount of listening so that I'm better able to understand the organization and its needs and so that I can prioritize the things that we need to do.

You've already attended a couple of big meets. How were those?

I attended the short course yards championships in Federal Way, Wash., and I just returned from the long course meters championships in The Woodlands, Texas. I was very impressed from the standpoint that both events were so well organized. It amazed me that so many participants can get into these meets and it's amazing that (the organizers) can run as many events in such a short space of time.

What are your immediate goals in the position of executive director?

I believe my charter is to really work on the growth of the organization and to provide more services and more efficient services. I think those go hand in hand. If we can provide more services and more value to the members, then we're going to grow the membership.

What kinds of services do you see in the future?

Specifically, my first decision is to invest in and put together an online registration process. Currently the process for registering members is by paper. We're looking at putting together an electronic registration process very shortly.

Are you looking to take advantage of triathlon's growth?

I would say yes to that. I think we're going to look internally and externally for growth. Internally, there is, for example, USA Swimming, which is a large organization and an excellent organization. They have more than 300,000 members. Swimmers come up through their organization, and as these swimmers become Masters age and are swimming for fitness or thinking about competing, I think it's an opportunity for them to get into U.S. Masters Swimming. Externally, there are organizations such as USA Triathlon, the YMCA or local parks and recreation departments that have people who are in lap swimming programs. I think there is probably some kind of synergy in us working together with them.

How is U.S. Masters Swimming similar and different from USA Diving?

The mission of each organization may be different, but the structure of the not-for-profit organization that is volunteer-driven with a board and committees, those are similarities. The culture is very much the same. Having an understanding of the culture of a not-for-profit, volunteer-driven organization is the key to success.

Do you expect online registration to help increase membership?

I think so. I think there are over 500 Masters swim clubs in the United States, and you will have small ones and large ones. Some of the larger ones have people who handle the administration. Coaches are many times the leaders in these clubs, and they want to be on the pool deck coaching. The administration part of the local club is something that they don't concern themselves with as much.

Do you see the growth coming mainly from fitness swimmers?

I would agree with that. I think in general that most people get into swimming for the fitness aspect. Certainly, some are driven by competition. But they have to be fit so they can compete. Others get in just for the fitness benefits and with that may or may not compete, some at the local level but not at the national level.

Have you begun to focus on increasing sponsorship dollars coming into USMS?

Corporate partnerships continue to be successfully administered by Mel Goldstein. I will begin to work in that area later in the year.