U.S. Masters Swimming
U.S. Masters Swimming is the U.S. national governing body for adult swimming, operating as a nonprofit serving 60,000 members through 1,200+ clubs, 2,600+ certified coaches, and 400+ annual events, funded by $75-$249 annual memberships.
- Company typePrivate
- Founded1972
- HeadquartersSarasota, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What U.S. Masters Swimming does
U.S. Masters Swimming (USMS) is the national governing body for adult competitive and fitness swimming in the United States, founded in 1972 and headquartered in Sarasota, Florida. The organization operates as a membership-based nonprofit, serving approximately 60,000 adult swimmers through a network of 1,200+ local clubs, 2,600+ certified coaches, and 400+ sanctioned pool, open water, and virtual events annually. Its core products include a searchable workout library of 5,000+ workouts, 17 structured training plans, an award-winning SWIMMER magazine, STREAMLINES newsletters, Video Stroke Analysis, and the Adult Learn-to-Swim (ALTS) program.
Underlying technology consists of a web-based membership management and content platform (usms.org) supporting self-serve registration, event sanctioning, club finder, workout access, and community forums (community.usms.org). USMS integrates with Swim.com and Strava for fitness tracking, Active Network for event management, and Google Analytics for web analytics. The organization also operates a sub-brand, USMS+, a premium membership tier.
The business model is subscription-driven: the standard membership costs $75 annually and USMS+ costs $249 annually, with a calendar-year billing cycle and registration opening each November. Supplemental revenue comes from event registration fees and partner discount programs with SwimOutlet, TYR, Toyota, MasterSpas, Infinit Nutrition, and others. Distribution is direct-to-consumer via web registration and local clubs/Local Masters Swimming Committees (LMSCs), with no third-party reseller channels. Governance is provided by a Board of Directors and a House of Delegates composed of LMSC representatives, and the organization is funded entirely through member dues and program revenue with no venture capital or private equity ownership.
U.S. Masters Swimming firmographics
Firmographics- Name
- U.S. Masters Swimming
- Legal name
- U.S. Masters Swimming
- Website
- https://usms.org
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- U.S. Masters Swimming is the U.S. national governing body for adult swimming, operating as a nonprofit serving 60,000 members through 1,200+ clubs, 2,600+ certified coaches, and 400+ annual events, funded by $75-$249 annual memberships.
- Ownership category
- akta.pro rank
U.S. Masters Swimming industry classification
Industry- Product category
- Adult Swimming Membership Services
- NAICS
- Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394), Spectator Sports (71121)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)
- akta.pro primary industry
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)
- akta.pro secondary industries
- Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH), Open Water Swimming Events (OWS Races, Swim Challenges) (MPAKAIAF), Aqua Fitness Classes (HSADABAL)
Keywords
Where U.S. Masters Swimming is headquartered
LocationHeadquarters
- HQ city
- Sarasota
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
U.S. Masters Swimming business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Membership Fees: Annual membership fees provide primary revenue stream. Standard membership at $75/year and USMS+ membership at $249/year. Fees also include national fee plus Local Masters Swimming Committee (LMSC) fee component.
- Event Registration: Revenue from sanctioning and registration fees for pool, open water, and virtual events
- SWIMMER Magazine: Subscription included with membership, providing magazine content to members
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard membership with core benefits |
| Subscription | Annual | Premium membership with enhanced benefits |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
U.S. Masters Swimming product offering
Product offeringCore offering
U.S. Masters Swimming is the national governing body for adult competitive and fitness swimming in the United States. It sells annual memberships (Standard at $75/year and USMS+ at $249/year) that grant access to a searchable Workout Library of thousands of workouts, 2,600+ certified coaches, 1,200+ local clubs, 400+ sanctioned pool, open water, and virtual events, training plans, technique guides, SWIMMER magazine, STREAMLINES newsletters, and an Adult Learn-to-Swim (ALTS) program.
Product overview
U.S. Masters Swimming operates as a membership-based national governing body offering a comprehensive suite of products and services for adult swimmers. The core offerings include the Workout Library (thousands of searchable workouts), Video Stroke Analysis (expert technique review), Training Plans (17 event-based options), and SWIMMER Magazine (award-winning publication). The organization provides two membership tiers: Standard ($75/year) and USMS+ ($249/year with enhanced benefits). Additional services include Club Finder (1,200+ clubs), Calendar of Events (400+ pool/open water/virtual events), Digital Community Forums, Adult Learn-to-Swim (ALTS) programming, and STREAMLINES newsletters. The ecosystem also includes technique guides covering all strokes and swimming fundamentals.
Differentiator
Problem solved
Functional benefit
Brands
- SWIMMER Magazine: The premier publication of U.S. Masters Swimming, delivered to members with health, technique, and training advice.
- STREAMLINES
- USMS+
- ALTS (Adult Learn-to-Swim)
Products and services
- Workout Library Searchable database of thousands of workouts spanning seven specialties and all skill levels, available to all USMS members to support structured swim training.
- Video Stroke Analysis Expert video review service providing a 5-minute analysis of one stroke at a discounted rate to help adult swimmers improve their technique.
- USMS+ Membership Premium annual membership tier priced at $249/year that offers enhanced benefits on top of the standard $75 membership, including additional premium features for adult swimmers.
- USMS Standard Membership Annual standard membership at $75 granting workout library access, SWIMMER magazine subscription, event participation, club access, coach network, fitness tracking integration, and member discounts.
- Club Finder Online directory to help members locate over 1,200 Masters swim clubs and workout groups across the United States.
- Calendar of Events Event management platform providing access to over 400 sanctioned pool, open water, and virtual events annually for adult swimmers.
- Adult Learn-to-Swim (ALTS) Adult Learn-to-Swim programming initiative offering instructor certification and resources that help adults learn to swim safely and confidently.
- SWIMMER Magazine Award-winning premier publication included with membership that delivers profiles, health advice, technique tips, and training guidance to adult swimmers.
- Training Plans Structured six-week swim training plans now expanded to 17 different time-based or event-based goal options for various swimming objectives.
- Technique Guides Comprehensive educational guides covering Swimming 101, all four competitive strokes, starts, turns, underwater kick, and open water swimming fundamentals.
- STREAMLINES Newsletter Monthly email newsletter series delivering health, technique, and training information to members, with separate coach and volunteer editions.
- USMS Community Forums Online community platform at community.usms.org that enables USMS members and coaches nationwide to connect, learn, and share swimming experiences.
Quantifiable outcome
- Nearly 60,000 adult members participate annually
- +1 more outcomes
Companies that use U.S. Masters Swimming
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles2 records
U.S. Masters Swimming technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
U.S. Masters Swimming partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- Infinit NutritionminorNutrition partner providing dietary supplements and nutrition products for swimmers. Members may receive discounts or exclusive offers.
- DermasportminorSkin care products partner for swimmers. Provides sunscreen and skin protection products for members.
- ToyotaminorAutomotive sponsor providing potential member benefits or discounts.
- TYRminorSwimming equipment partner providing swimwear, goggles, and accessories. Members may receive discounts.
- Insurance Office of AmericaminorInsurance partner providing coverage services for clubs and events.
- MasterSpasminorSpa and swim spa partner providing recovery and training equipment options for members.
- Swim Across AmericaminorCharitable swimming organization hosting open water swims to fund cancer research. Partnership for fundraising and community events.
- USA Swimming FoundationcoreShared mission partner supporting swimming at all levels. USMS shares Adult Learn-to-Swim grant donor information with USA Swimming Foundation for fundraising purposes.
- Swim OutletminorOnline swim retailer. Members receive free SwimOutlet+ membership with 2-day shipping, exclusive pricing, and 5% back on purchases.
- TriSwimminorTriathlon swimming products partner providing tri-specific swim gear and products.
- SwimTrekminorOpen water swimming travel and training partner offering swim travel experiences for members.
- Swim.comcoreWorkout tracking integration partner. Members receive free access to challenges, workouts, and clubs plus swim workout data integration with USMS.
Scale indicators6 records
Recent moves2 records
Expansion highlights4 records
U.S. Masters Swimming competitors and assessment
Company assessmentBroad incumbents
- USA Swimming: National governing body for competitive swimming in the United States, focused on age-group and elite swimmers. USMS and USA Swimming share infrastructure, partnerships (USA Swimming Foundation), and have a formal Adult Learn-to-Swim collaboration, making them structurally comparable governing bodies serving different age cohorts of the same sport.
- YMCA of the USA: National nonprofit operating thousands of community fitness facilities including many with swimming pools and Masters swim programs. While broader than USMS, YMCA swim clubs often affiliate with or draw from the Masters swimming ecosystem, representing overlapping service to adult aquatic fitness participants.
- Life Time Fitness: Premium fitness club operator with extensive aquatic facilities offering Masters swim programming and lessons. Competes for adult fitness swimmers through full-service facility membership rather than governing-body affiliation, representing a broader incumbent in adult aquatic fitness.
Regional players
- Masters Swimming Canada: Canadian counterpart national governing body for adult Masters swimming with similar membership, events, and club structures. Directly comparable model in a different geography, often participating in joint North American events and shared World Aquatics governance.
- British Swimming / Swim England Masters: UK national governing bodies providing Masters swimming programs, competitions, and club networks for adult swimmers. Operates a similar membership-event-coach ecosystem but in the UK/Ireland market.
Direct peers
- USA Triathlon: US national governing body for triathlon, an endurance sport with strong overlap in adult fitness demographics and triathletes who train in Masters swimming. Comparable nonprofit governance, membership, events, and coach certification structures serving adjacent endurance sports participants.
- Road Runners Club of America: National nonprofit organization supporting adult running clubs, events, and coaching across the United States. Highly analogous structure to USMS with membership dues, local clubs, sanctioned events, and coach networks serving adult endurance sport participants.
Emerging players
- MySwimPro: Mobile app offering personalized swim coaching, workout plans, and technique analysis. Targets adult swimmers digitally with on-demand content, representing a direct competitive threat to USMS's web-based workout library and instructional offerings, particularly among younger demographics.
- Swim.com: Digital swim tracking and workout platform integrated as a USMS technology partner. Serves a similar adult swimmer audience with workout tracking, challenges, and community features, representing both a complementary partner and potential adjacent competitive offering.
Others
- Swim Across America: Nonprofit organization hosting open water swims to fund cancer research, partnering with USMS for community events. Adjacent in the adult swimming space with overlapping membership demographics and a shared mission of growing adult swimming participation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
U.S. Masters Swimming social profiles
Digital presenceU.S. Masters Swimming financial estimates
Financial estimateRevenue estimate
Valuation estimate
U.S. Masters Swimming leadership team
Management profileNumber of profiles
U.S. Masters Swimming funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
U.S. Masters Swimming M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about U.S. Masters Swimming
What does U.S. Masters Swimming do?
U.S. Masters Swimming is the national governing body for adult competitive and fitness swimming in the United States. It sells annual memberships (Standard at $75/year and USMS+ at $249/year) that grant access to a searchable Workout Library of thousands of workouts, 2,600+ certified coaches, 1,200+ local clubs, 400+ sanctioned pool, open water, and virtual events, training plans, technique guides, SWIMMER magazine, STREAMLINES newsletters, and an Adult Learn-to-Swim (ALTS) program.
Is U.S. Masters Swimming a public or private company?
U.S. Masters Swimming is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was U.S. Masters Swimming founded?
U.S. Masters Swimming was founded in 1972. It employs 11 to 50 people.
Where is U.S. Masters Swimming based?
U.S. Masters Swimming is headquartered in Sarasota, United States, in the North America region.
How does U.S. Masters Swimming make money?
Three revenue lines are on record. Membership Fees are the primary driver. The others are event Registration and SWIMMER Magazine.
Who are U.S. Masters Swimming's main competitors?
Broad incumbents on record are USA Swimming, YMCA of the USA and Life Time Fitness. Regional players are Masters Swimming Canada and British Swimming / Swim England Masters. Direct peers are USA Triathlon and Road Runners Club of America. Emerging players are MySwimPro and Swim.com. Swim Across America is listed as an others.
Does U.S. Masters Swimming have an API?
No public API is recorded for U.S. Masters Swimming.
What industry is U.S. Masters Swimming in?
U.S. Masters Swimming's product category is Adult Swimming Membership Services. Its primary akta.pro industry code is EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding), with a secondary code of MPAKAJAH, Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming). Its NAICS code is 61162 and its SIC code is 7997.