Swim to Success: The Coach’s Motivational Message Makes Waves

The United States Track and Field and Cross Country Coaches Association (USTFCCCA) convened their yearly assembly in December, where chief executive Sam Seemes delivered an opening address that presented a grim truth impacting more than just track & field.

In a 911-word discourse, a suitable metaphor for the urgent crisis that non-revenue sports are currently facing, Seemes called for significant transformation in how coaches from the youth level to college promote the sport. He initiated his address by underscoring that the challenges confronting sports affect everyone beyond the NCAA Division I tier.

He divided his address into four segments: threat, value, change, and exposure. He articulated each as deserving our complete focus “as collectively they narrate the tale of where we are, and more critically, where we must head.”

Beginning with the threat aspect, Seemes remarked, “Let me be straightforward: Our sports are under attack. Not in some far-off future, but at this moment. The dangers are genuine and immediate:

• Diminishing prospects for student-athletes
• Disappearing budgets
• Eroding scholarships
• Reduced coaching roles
• Total program removal
• Replacement by sports viewed as more lucrative.”

While he spoke to a cadre of track coaches, his remarks signify a broader predicament. How many swimming programs have been eliminated in the past five years? How many additional ones will be cut in the emerging landscape of revenue sharing? Swimmers are already experiencing the impact of roster limitations and transfer portals.

Seemes questions the audience, “How did we arrive at this point?”. His response? “Collective inaction.” He elaborates on issues pervasive throughout the NCAA, asserting “–-we’ve failed to position our sports for the future by resisting transformation at every chance.”

He initiates his value segment by informing the coaches that the metrics of worth “have fundamentally transitioned”. The values of personal development and education, “once the foundation of collegiate athletics–” have been entirely eclipsed by financial success, “revenue generation, television ratings, and marketability.”

What he stated next resonates particularly in swimming. “Nothing is assured any longer. Our sport’s standing in collegiate athletics is not a guaranteed privilege…Yes, we maintain remarkable graduation statistics. But here’s the harsh truth–data makes for favorable public relations, but behind closed doors, they’re not influencing decisions.”

Swimming boasts one of the highest Division I graduation percentages. In 2024, 97% of female swimmers and 94% of male swimmers graduated within six years. When juxtaposing these figures with ‘revenue-sports”, swimming emerges favorably. Women’s basketball achieved a 93% graduation rate, while Volleyball recorded 95%. Men’s basketball stood at 87% and football reached 85%. What implications do these numbers hold for the future? Are graduation rates equivalent to the millions generated by these sports?

Seemes deliberates on what is presently influencing decisions:

• Media rights earnings
• Donor involvement
• Social media engagement
• Attendance statistics
• Corporate sponsorships

He conveyed to the assembly, “Simply stated, our sports do not stack up in these domains.”

The third segment of Seemes’ address focused on change. “The pathway ahead necessitates transformation. Not minor adjustments, but radical change in how we run our sports. And let me clarify – change signifies altering. Not merely discussing change. Not planning to modify. Actually modifying NOW.”

He proceeded to mention how individuals appeared uneasy, responding, “We should be uneasy…While we’ve managed competitions in the same manner for years, other sports have innovated their presentation to become more appealing products for universities and the public…

If you’re waiting for your institution, conference, NCAA, USATF, USOPC, World Athletics, or Congress to champion this effort – halt your waiting. They will not rescue us. We must rescue ourselves.”

Swimming and track share many similarities, and one of the most striking is the way we execute meets. Lengthy events, typically held as a timed final, and often regarded as “dull” to those not intimately involved in the sport.

Seemes addressed the necessity for this to evolve in the concluding segment of his speech, exposure. “The initial step toward survival is transforming how we showcase our sports to the public. We must package our competitions in an appealing, digestible format that energizes audiences and captivates broadcasters.

Let’s be forthright: All-day meets with endless time trials do not captivate the public and never will… We require competitions that have clear narratives, thrilling moments, and real stakes.”

He delineates what he perceives as the steps for the journey ahead.

1. Creating substantial worth for institutions
2. Instigating significant changes in our operations
3. Focusing on the spectator and viewer experience
4. Transforming our sport’s presentation.

He concludes his address stating, “The future of [the sport] has yet to be determined, but the window of chance is narrowing…

“The choice lies with you: Will you be part of the remedy, or will you observe from the sidelines as our sports decline into insignificance?”