The Asa Annual Report and Accounts 2007 - 2008 Aims and Objectives
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the asa annual report and accounts 2007 - 2008 Aims and Objectives The Amateur Swimming Association is the governing body of swimming in England. It comprises eight Regions through which we affiliate 1,200 clubs, who in turn have 50,000 registered swimmers, and more than 175,000 members. Swimming's mission Swimming is a sport for life l To ensure everyone has an opportunity to learn to swim l To ensure everyone can achieve his or her personal goals l To ensure everyone has the opportunity to enjoy swimming as part of a healthy lifestyle l To ensure that we achieve gold medal success Contents 3 Chief Executive's Report 4 Revitalising the asa brand 6 Section 1: Learn to Swim 9 Section 2: Lifelong Participation 11 Section 3: Athlete Development 14 Section 4: Excellence 15 Section 5: Volunteering 16 Section 6: Facilities 18 Section 7: International Influence 19 Section 8: Equity and Ethics 20 Section 9: Governance, Structures and Partnerships 21 Section 10: Monitoring and Evaluation 24 Amateur Swimming Association: Report and financial statements Right Hands on approach: Sutton and Cheam’s Michael Smith makes his presence felt as Invicta’s Jack Waller faces up to life in the junior men’s final at the asa water polo championships Cover image Aquatic stars Fran Leighton, Adrian Turner and Nick Robinson-Baker and award winners at the 2007 Swimtastic gala 2 the asa annual report and accounts 2007 - 2008 Chief Executive’s Report We have continued to push forward In conclusion, I would like to acknowledge our club accreditation programme, the support and encouragement of Swim 21 and this will become even the asa Board and the work of the asa more important in the future. We Regions whilst tendering my thanks to need to develop links with other all partners, investors, volunteers and industry-based programmes and also staff who have done so much for the devise ways that will encourage others Association during the year. outside the club situation to raise their standards. Meanwhile, our Beacon programme in England, complementing the intensive training centre programme being built by British Swimming, should ensure we develop a seamless pathway for our talented swimmers. Continuing to learn from our Everyday David Sparkes Chief Executive Swimming programme, we now understand that the key to encourage more people to participate in aquatics involves changing the culture and increasing the skill level of people working in the pool, enhancing the customer experience and seeking new A young diver enters Time seems to pass quicker than ever in markets. We are actively engaged with the water during the today’s busy world and this year has been the Government on this work as they national elite junior no exception. Having said that, we have recognise that our sport has a major role diving competition of course found time to really progress to play in getting an extra two million at Sheffield the work of the asa. The 12 months people more active by 2012. have been full of achievement and this has also allowed us to sow the seeds for All this progress can only be achieved by future growth. The past year has also the dedication and skill of our workforce. involved us in a rebranding exercise and There is no doubt that we benefit from this is explained on the following pages. a wide variety of people who bring a passion and vitality to everything they This report will show how we do and, as we roll out our new training have worked with Government on programmes for coaches, teachers, improving the opportunity for all our technical officials and volunteers, young children to learn to swim whilst particularly young volunteers, I believe at school. It is fortunate for us that the future for our sport is assured. swimming is firmly in the curriculum and that there is cross party support Being the first National Governing Body for our sport at Key Stages 1 and 2. to be awarded the intermediate level of the equality standard for sport is a major The report will also illustrate our achievement and demonstrates the momentum in putting swimming strength of our commitment to make competition at the heart of all schools swimming more diverse and relevant - with new festivals. We have worked to all. closely with the English Schools Swimming Association (ESSA) and now One factor, however, that we must not the challenge for both the asa and forget is that swimming pools are needed ESSA is to deliver on this work and take for our sport to actually take place and advantage of the appointment of the we have continued to lobby for more and Schools Competition Managers. better facilities, with appropriate affordable access. Our success in this area, With regard to talent development, albeit slow, leaves me encouraged that we have seen the consolidation of the we will continue to add to our stock of Advanced Apprenticeship in Sporting 50m pools and that we will reap some Excellence (AASE) programme and, with rewards from the Building Schools for athletes from that programme making the Future programme. But progress is the Olympic team for Beijing, any doubts far from easy and we need to work as about the scheme’s impact must surely one team in this never-ending aspect have been banished. of our work. the asa annual report and accounts 2007 - 2008 3 Revitalising addressing the gap between the reality a ‘badge of honour’, which sits quietly to of what the asa now delivers and some the top left hand corner of publications the asa brand people’s perceptions, many were also and literature within a seal-type device unclear and unaware of the full scope – reflecting both the official role of the of the asa’s work. emblem and the heritage of the asa. As the Amateur Swimming Association gets a new name and a new logo, For these reasons a complete In future, when appearing within sponsorship and events director revitalisation project has been started narrative, the asa will be used in lower Katie Brazier explains the background in which the asa brand has been defined case - the asa - to give a unique edge to the rebranding. and designed to make it more relevant to the name and reflect the logo design. and future- orientated. This process has The new design reinforces some of the The remit of the Amateur Swimming led to a re-energising of the asa brand via key values that the asa stands for, such as: Association has grown dramatically a compelling new definition of who we over recent years. In addition to being are and what we do, along with a new l Uniqueness: the asa is unique in a membership organisation for clubs brand identity based on the asa name, that it has a broader agenda than and competitors, it is involved in role and values. Revitalising the brand most national governing bodies. It delivering initiatives on behalf of will allow the asa’s stakeholders to is involved in every component of government departments in the wider rediscover the value the organisation swimming, from learning to grass context of sport and health. It certainly gives not only to them but to all the roots to winning medals and has a remit that extends further than other interested parties that we everything in between. many other national governing bodies. work with. l For everyone: Swimming is for all, Consequently, what the asa does and New identity participation is key. the asa must stands for has changed quite significantly. reflect this and can touch everyone Now recognised as one of the most The emphasis on using the name ‘the involved. It is as egalitarian as professionally-run sports national asa’ has meant that consideration swimming itself. the asa can support governing bodies, with a reputation had to be given to the organisation’s all swimming activities for all people. for being innovative in its approach while corporate identity. For many years, It is an enabler and it works to make consistently delivering results across all the symbol of the asa has been the swimming accessible and to ensure levels of the sport, it seemed only right heraldic emblem, which has been used that everyone can achieve their to begin to question the validity or on all printed materials, including personal goals. relevance of the word ‘amateur’ in its awards, certificates, leaflets and reports. In the early stages of the project, research l Forward-thinking: Progressive and full name - and whether that name proactive, the asa sets the vision for should be changed. identified that the heraldic emblem, while hugely important to the asa and swimming. the asa Board agreed that the use of having great heritage and meaning, l Trusted: the asa has experts the word ‘amateur’ no longer delivers can also be seen as old-fashioned and throughout the organisation, delivers any real benefit in terms of what the traditional and does not effectively education and expertise to the highest organisation does and that the term is deliver what the asa is now or wants standards and is trusted by the perceived differently today than it was to say in the future. Government and other partners when the name was adopted. The word to deliver initiatives. ‘amateur’ can, in fact, create negative the asa is progressive and keen to l Partnership: the asa believes or outdated perceptions. modernise and it will be beneficial for the organisation to have a more in building and forging strong partnerships at all levels to deliver New name contemporary, forward-thinking identity to force a reappraisal of what it is and the goals we set and has a strong The organisation is often referred to as what it does.