Program

Mon 27th – Fri 31st July, 2020

DAY 1: LEADERSHIP

Monday 27th July

9:50am
Opening Message From ASSA President
Wayne Pollock
9:50am
10:00am
Rebuilding Confidence in your Business through Courageous Conversations
Tim Ford, Carlile Swimming
Bill Lang, Small Business Australia

Successfully re-building confidence in your business post-shutdown will require Courage – the courage to step in and lead your teams, and the courage to have the right conversations with your staff, your customers and your key stakeholders. In this session, Bill will introduce us to a number of evidence-based techniques designed to build your own confidence and competence through these critical next few months. Bill will be sharing his own knowledge as a business owner and entrepreneur, as well as drawing on his experience advising thousands of business leaders domestically and internationally to achieve better individual and organisational outcomes.
10:00am
11:00am
Don’t Let a Crisis Go to Waste
Part 1: Reimagine your Business
Facilitator - Reece Rackley, City Venue Management

Dan Berzansky, Premier Swim Academy
Tiernan Murphy, Making Waves Swim School
Mel Rickwood, Aquatics Downunder

During this session, each presenter will share some key changes that have been made and implemented to their businesses during this time as well as changes looking to implement.
11:00am
12:00pm
Round Table Discussions
Virtual round table discussions on a range of topics
12:00pm
1:00pm
Finish
1:00pm
9:50am
Opening Message From ASSA President
Wayne Pollock
9:50am
10:00am
Rebuilding Confidence in your Business through Courageous Conversations
Tim Ford, Carlile Swimming
Bill Lang, Small Business Australia

Successfully re-building confidence in your business post-shutdown will require Courage – the courage to step in and lead your teams, and the courage to have the right conversations with your staff, your customers and your key stakeholders. In this session, Bill will introduce us to a number of evidence-based techniques designed to build your own confidence and competence through these critical next few months. Bill will be sharing his own knowledge as a business owner and entrepreneur, as well as drawing on his experience advising thousands of business leaders domestically and internationally to achieve better individual and organisational outcomes.
10:00am
11:00am
Don’t Let a Crisis Go to Waste
Part 1: Reimagine your Business
Facilitator - Reece Rackley, City Venue Management

Dan Berzansky, Premier Swim Academy
Tiernan Murphy, Making Waves Swim School
Mel Rickwood, Aquatics Downunder

During this session, each presenter will share some key changes that have been made and implemented to their businesses during this time as well as changes looking to implement.
11:00am
12:00pm
Round Table Discussions
Virtual round table discussions on a range of topics
12:00pm
1:00pm
Finish
1:00pm

DAY 2: PRODUCT

Tuesday 28th July

9:00am
Rethink 2020: how a fresh perspective can help relaunch your Swim School
Theo Millward, Swimtime UK

COVID 19 has devastated the global swim school industry. More than ever, a fresh and critical look at the inner workings of a swim school is crucial to survivability. In this session, Theo will guide you through some of the considerations and small changes you could make today to help kick start your bounce back – many of which don’t require any additional expense. Don’t worry, it won’t all be about AI, Machine learning and cutting edge tech. Although to appease your inner geek, a little bit might.
9:00am
10:00am
Connecting, Engaging and Motivating Children
Holly Nunan, Powerful Parenting

This session will help you learn how to use LOVE as your basis for teaching, so that kids connect with you like they never have before.
10:00am
11:00am
Don’t Let a Crisis Go to Waste
Part 2: Reimagine your Program

Facilitator - Miren Oca, Ocaquatics Swim School
Scott Barron, Barron Swim School
Lynn Ledford, Cal Elite Kids
Shona Pallas, Paul Sadler Swimland

During this session, each presenter will share the
changes that have been made and implemented to curriculum and programming during Covid and will remain moving forward.
11:00am
12:00pm
Finish
12:00pm
9:00am
Rethink 2020: how a fresh perspective can help relaunch your Swim School
Theo Millward, Swimtime UK

COVID 19 has devastated the global swim school industry. More than ever, a fresh and critical look at the inner workings of a swim school is crucial to survivability. In this session, Theo will guide you through some of the considerations and small changes you could make today to help kick start your bounce back – many of which don’t require any additional expense. Don’t worry, it won’t all be about AI, Machine learning and cutting edge tech. Although to appease your inner geek, a little bit might.
9:00am
10:00am
Connecting, Engaging and Motivating Children
Holly Nunan, Powerful Parenting

This session will help you learn how to use LOVE as your basis for teaching, so that kids connect with you like they never have before.
10:00am
11:00am
Don’t Let a Crisis Go to Waste
Part 2: Reimagine your Program

Facilitator - Miren Oca, Ocaquatics Swim School
Scott Barron, Barron Swim School
Lynn Ledford, Cal Elite Kids
Shona Pallas, Paul Sadler Swimland

During this session, each presenter will share the
changes that have been made and implemented to curriculum and programming during Covid and will remain moving forward.
11:00am
12:00pm
Finish
12:00pm

DAY 3: PEOPLE

Wednesday 29th July

(Brought to you by Insurance Advisernet)
10:00am
Dealing with adversity – Your People, Your Business
Michael Lloyd, Cricket Australia
Tim Ford, Carlile Swimming

This session is to provide some practical techniques and strategies to help people more effectively manage periods of stress and challenge at a personal level, as well as consider methods and behaviours that will strengthen their effectiveness as team leaders.

Facilitated by Tim Ford, this session will explore Michaels observations and reflections on the individuals and the teams he has worked and how they’ve managed through periods of adversity, and indeed, successfully emerged from them. This session is highly relevant given the leadership responsibility falling to swim school owners and their team leaders to help their teams cope effectively with a difficult and uncertain external landscape, as well as foster team environments that enhance team member resilience and mental health and well-being.

10:00am
11:00am
Looking after your Personal, Physical, Psychological and Social Health
Peter Reaburn, Bond University

Peter will be sharing Strategies to look after yourself and your staff in order to maximise the effectiveness of your business and the importance of looking after your personal, physical, psychological and social health.

11:00am
12:00pm
Delighting and Engaging our Employees
Nicky Sloan, City Venue Management
Sam Simpson, Gymnastics Queensland

In this session, Nicky and Sam will be sharing some of their upskilling & engagement strategies used for employees during the shut down, and plans for same moving forward.
12:00pm
1:00pm
Finish
1:00pm
10:00am
Dealing with adversity – Your People, Your Business
Michael Lloyd, Cricket Australia
Tim Ford, Carlile Swimming

This session is to provide some practical techniques and strategies to help people more effectively manage periods of stress and challenge at a personal level, as well as consider methods and behaviours that will strengthen their effectiveness as team leaders.

Facilitated by Tim Ford, this session will explore Michaels observations and reflections on the individuals and the teams he has worked and how they’ve managed through periods of adversity, and indeed, successfully emerged from them. This session is highly relevant given the leadership responsibility falling to swim school owners and their team leaders to help their teams cope effectively with a difficult and uncertain external landscape, as well as foster team environments that enhance team member resilience and mental health and well-being.

10:00am
11:00am
Looking after your Personal, Physical, Psychological and Social Health
Peter Reaburn, Bond University

Peter will be sharing Strategies to look after yourself and your staff in order to maximise the effectiveness of your business and the importance of looking after your personal, physical, psychological and social health.

11:00am
12:00pm
Delighting and Engaging our Employees
Nicky Sloan, City Venue Management
Sam Simpson, Gymnastics Queensland

In this session, Nicky and Sam will be sharing some of their upskilling & engagement strategies used for employees during the shut down, and plans for same moving forward.
12:00pm
1:00pm
Finish
1:00pm

DAY 4: PROMOTION

Thursday 30th July

9:50am
Morning Energiser
9:50am
10:00am
Experience Branding: Establish Deep Audience Connection through the Brand Experience Framework
Jerome Joseph, Global Brand Academy


We know that experiences have a big role to play for businesses, but how do you use it to your advantage to build loyalty and engagement to your brand? In this highly interactive session, learn how to utilise consumer psychology insights and our proprietary brand experience framework to create a deep and lasting connection between your brand and your target audiences. Delegates will get to think about how to engage their stakeholders using the Brand Experience framework of Heart, Soul and Mind, with the results that stakeholders are more engaged, more motivated to share and advocate your brand.

Learning Outcomes
  • Gain an in-depth understanding of experience branding and how it works including our proprietary experience branding framework involving heart, soul and mind.

  • Learn about emotions and expectations – a hot topic in consumer psychology and how you can connect better with your stakeholders through branded experiences

  • Map and Develop your strategic brand experience

  • Drive brand loyalty by delivering enriching experiences and moments to your customers

  • Increase buy-in and develop a sense of ownership as you and your teams develop your very own branded experiences
10:00am
10:50am
National Awards of Excellence: Inclusion Award
10:50am
11:00am
Engagement with your Customers post COVID-19 and beyond
Adam Fontana, My Web Solution


  1. Why families will make the decision to sign up through online before going to your location. (And how to make a great first impression online)

  2. How to reach new potential customers (Through Lead Generation, and Lead Capture)

  3. Improving your Marketing & Sales through these 6 Marketing Phases:
    • Creating great Content (Creating great photos, videos, and text for your Social Media, Website, and advertisements)
    • Multi-Media design (How to spruce up your raw photos and videos to achieve better branding)
    • Web Development (How to make your website lead generating, and lead capturing)
    • Social Media (How you should approach Social Media as a club to attract more customers)
    • Digital Marketing (What areas in Digital Advertisement you should invest in the most)
    • Community Outreach (How to effectively use your community to gain more customers)
11:00am
11:50am
National Award of Excellence: Young Gun's of the Year
11:50am
12:00pm
Harnessing the Power of Customer Experience
Andrew Jeffrey, Paul Sadler Swimland

During the COVID-19 pandemic Swimland's Customer Experience (CX) practices were pushed to their limits. Come and listen to the applications used to keep our customers engaged and hold their attention as we worked towards an anticipated reopening and beyond. Gain insights to the way we used data to make on the go decisions to maximise CX metrics.
12:00pm
12:50pm
National Award of Excellence: Community Award
12:50pm
1:00pm
Finish
1:00pm
9:50am
Morning Energiser
9:50am
10:00am
Experience Branding: Establish Deep Audience Connection through the Brand Experience Framework
Jerome Joseph, Global Brand Academy


We know that experiences have a big role to play for businesses, but how do you use it to your advantage to build loyalty and engagement to your brand? In this highly interactive session, learn how to utilise consumer psychology insights and our proprietary brand experience framework to create a deep and lasting connection between your brand and your target audiences. Delegates will get to think about how to engage their stakeholders using the Brand Experience framework of Heart, Soul and Mind, with the results that stakeholders are more engaged, more motivated to share and advocate your brand.

Learning Outcomes
  • Gain an in-depth understanding of experience branding and how it works including our proprietary experience branding framework involving heart, soul and mind.

  • Learn about emotions and expectations – a hot topic in consumer psychology and how you can connect better with your stakeholders through branded experiences

  • Map and Develop your strategic brand experience

  • Drive brand loyalty by delivering enriching experiences and moments to your customers

  • Increase buy-in and develop a sense of ownership as you and your teams develop your very own branded experiences
10:00am
10:50am
National Awards of Excellence: Inclusion Award
10:50am
11:00am
Engagement with your Customers post COVID-19 and beyond
Adam Fontana, My Web Solution


  1. Why families will make the decision to sign up through online before going to your location. (And how to make a great first impression online)

  2. How to reach new potential customers (Through Lead Generation, and Lead Capture)

  3. Improving your Marketing & Sales through these 6 Marketing Phases:
    • Creating great Content (Creating great photos, videos, and text for your Social Media, Website, and advertisements)
    • Multi-Media design (How to spruce up your raw photos and videos to achieve better branding)
    • Web Development (How to make your website lead generating, and lead capturing)
    • Social Media (How you should approach Social Media as a club to attract more customers)
    • Digital Marketing (What areas in Digital Advertisement you should invest in the most)
    • Community Outreach (How to effectively use your community to gain more customers)
11:00am
11:50am
National Award of Excellence: Young Gun's of the Year
11:50am
12:00pm
Harnessing the Power of Customer Experience
Andrew Jeffrey, Paul Sadler Swimland

During the COVID-19 pandemic Swimland's Customer Experience (CX) practices were pushed to their limits. Come and listen to the applications used to keep our customers engaged and hold their attention as we worked towards an anticipated reopening and beyond. Gain insights to the way we used data to make on the go decisions to maximise CX metrics.
12:00pm
12:50pm
National Awards of Excellence: Community Award
12:50pm
1:00pm
Finish
1:00pm

DAY 5: PERFORMANCE

Friday 31st July

10:00am
Forecasting Global & Local Trends that impacts Swim Schools
Liam Mayo, Sunshine Coast Council

Liam is a futurist who specialises in helping people navigate transformational change and is currently studying his PhD in Futures. This session will delve into what doing Business may look like moving forward.


10:00am
11:00am
Strategic Planning - REIMAGINE your business
Andrew Smith, Casal Accounting
Reece Rackley, City Venue Management
Wayne Pollock, ASSA
Paulana Lamonier, Black People Will Swim

Join Reece, Andrew and Wayne as they bring a number of the concepts presented during the ASSA Virtual Conference into focus through their presentation of the key elements of the strategic planning process that are important to those who dare to REIMAGINE their business during or following this time of crisis.

They will be joined by CEO and Founder, Paulana Lamonier, who will tell us the wonderful story of how she REIMAGINED the learn to swim business to create Black People Will Swim.

11:00am
12:30pm
Angel of Delight
Avi Liran, Delivering Delight
12:30pm
1:30pm
Finish
1:30pm
10:00am
Forecasting Global & Local Trends that impacts Swim Schools
Liam Mayo, Sunshine Coast Council

Liam is a futurist who specialises in helping people navigate transformational change and is currently studying his PhD in Futures. This session will delve into what doing Business may look like moving forward.


10:00am
11:00am
Strategic Planning - REIMAGINE your business
Andrew Smith, Casal Accounting
Reece Rackley, City Venue Management
Wayne Pollock, ASSA
Paulana Lamonier, Black People Will Swim

Join Reece, Andrew and Wayne as they bring a number of the concepts presented during the ASSA Virtual Conference into focus through their presentation of the key elements of the strategic planning process that are important to those who dare to REIMAGINE their business during or following this time of crisis.

They will be joined by CEO and Founder, Paulana Lamonier, who will tell us the wonderful story of how she REIMAGINED the learn to swim business to create Black People Will Swim.

11:00am
12:30pm
Angel of Delight
Avi Liran, Delivering Delight
12:30pm
1:30pm
Finish
1:30pm