Top CRM Tips for Swim Teams

A customer relationship management (CRM) system is essential for keeping track of swimmers, parents and prospects. Here are some best practices to help your program stay organised and engaged.

Centralise Your Data

Make sure all athlete and parent information lives in one place. A unified database prevents duplications, reduces errors and allows coaches to quickly see contact details, attendance and progress history.

Segment and Personalise

Use tags or groups to segment your contacts—new leads, current swimmers, masters athletes, alumni, etc. This lets you send personalised messages that resonate with each audience and keeps communications relevant.

Automate Workflows

Set up automated sequences for common processes like trial lessons, registration reminders and welcome emails. Automation ensures no one falls through the cracks and frees staff to focus on coaching rather than chasing paperwork.

Track Engagement and Progress

Use your CRM to track email opens, SMS responses and attendance. Reviewing engagement metrics helps you see who might need extra support and which communications are resonating. Combine this with progress data to give swimmers and parents meaningful feedback.