The body has the mandate to preside over swimming in Australia. It encompasses approximately 1,100 clubs and is an amalgamation of volunteers, competitors, coaches as well as management.
The organization started in 1909 when it was known by a different name. At the time, the body was called Amateur Swimming Union of Australia. The group was initially a combination of state representatives that wanted to synchronise the rules and regulations in Australian swimming.
They were also interested in having a body that would adjudicate disputes during swimming. Australia required a group that would manage Australia’s participation in international competitions. At the time, the organisation’s president was James Taylor. He maintained this position until 1944 (Swimming Australia 2012).
The organisation continued to foresee swimming until 1985 when it changed its name into Australian Swimming. This followed the incorporation of the body by the company’s capital authority. In 2004, the management structure also changed again. It then became Swimming Australia Ltd. This body fell under Glenn Tasker who was the Chief Executive Officer for the next four years.
Organisational and managerial structure
At the top of the organisational hierarchy is the board which precedes the executive. This latter branch consists of the Chief Executive officer and the Executive assistant. The third level in the organisation consists of four departments: sport development, marketing and events, business and stakeholder services, and high performance. Under all the departments are managers who head them.
The next level under the high performance manager is the youth couch, operation manager and performance manager. Under the sport development manager is the sports development coordinator.
Under the marketing and events manager is the event operations manager and the marketing and communications coordinator. Finally, under the Business and stakeholder services manager are the information technology and finance and employee divisions, which have a coordinator and accountant respectively.
Organisational objective
Swimming Australia has four key objectives: sport development, people development, high performance and business development. The high performance objective entails creation of an international and domestic competitive market. The objective is also realised by creating a system of support services.
Swimming Australia also has accreditation programs for coaches such that they can become fully developed. High performance is also realised through talent development in the national team.
People development is carried out through coach education promotion, international relationship promotion, gender equity and support of swimmers’ parents. The process entails provision of education for technical programs. Members are also granted a right to access to information and enjoy administered processes by the body.
Business development consists of quality research, event management, risk management practice, information and communication strengthening, and leveraging commercial opportunities. This aspect entails marketing activities that provide continuous revenue for the company.
It also intends on providing sponsors and partners with returns on their investment. This objective is also covered through excellent competition as well as entertainment for the public (Swimming Australia 2013).
The objective of sport development involves development of clear leadership and strategic direction for cohesive systems. It entails access to swimming among all members of the population and communication improvements. This necessitates strengthening swimming resources, safety and access to training venues. Sport development also occurs through grassroots promotions and eradication of drug use.
Membership and participation trends
Members are divided on the basis of region or state and they include New South Wales, Victoria, Western Australia, Queensland, Tasmania, and South Australia. Other entities include the Australian Swimming Coaches and Teachers Association, and GO SWIM.
Most of the members often participate in international competitions on the basis of their gender; that is, the men and women or their disability, as the Paralympics team. In each of these categories, members may do freestyle, backstroke, individual medley, or breaststroke. This body also has affiliated institutions like the Australian Paralympics Committee, Australian Olympic Committee and Australian Water Safety Council.
Funding sources and performance
The body’s key funding source is the Australian government under the Australian Sports Commission. This organisation has enjoyed a lot of support from the administration as it receives the highest amount of funds in the sports field. It also relies on corporate sponsors such as Telstra, Speedo, Energy Australia, Ten, Dairy Australia, One, Swisse, and Novotel Hotels.
The organisation has been performing relatively well over the years; however, the London Olympics were disappointing as the swimming team did not secure even one gold medal, and its members engaged in disorderly conduct. This sub-standard performance has caused the government to slice funding for the institution.
Promotional activity
Since one of the key sponsors is Network Ten, the company has enjoyed coverage of swimming events by the broadcaster. This coverage has raised awareness and interest in the sport. It also organises events and manages the image of athletes.
During these events, the body will market them through media releases and advertisements on local media. Swimming Australia also uses its company website, newsletters and e-newsletters as well. The website is constantly updated and worked on by a marketing and media team.
References
Swimming Australia 2012, Swimming Australia Ltd: Organisational information. Web.
Swimming Australia 2013, Swimming Australia Ltd: Annual Report 2012. Web.