Episode #566: Maximizing Pool Utilization-High-Value Adult Swim Programming with Cori Myka

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I am super excited to announce that we now have a formal

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partnership with the Prospect Wizard. And when I say

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wizard, I mean wizard. Obviously you have a website.

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This allows you to convert your website traffic visitors

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directly into leads. It's not just another chatbot and

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it's not AI but it allows a visitor to call, text or leave a

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voicemail immediately. Goes to you, your sales team or anyone else in the

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club instantly. MIT shows a study that if you contact

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the lead within 10 minutes, chance of them converting goes up nine

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times that of the average. We got the Atlanta clubs

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on it. Vita Fitness, Gold's Gym, Mountainside

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City Fitness, Philly, College Park. Become one

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of the next Halo companies to deploy the Wizard.

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It's easy to use. Go to the prospectwizard.com

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get a free 30 day trial. Talk to my boy Dave Gallen. He will get

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you all set up and let the leads flow based on the

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Wizard. Go get him.

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This is Pete Moore on Halo Talks nyc. I am

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hibernating for the winter in my

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apartment here in our shared office. However, when we do get outside, we

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love to swim and we are bringing to you Corey from

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Calm Within Adult Swim. We're going to talk about the benefits

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of swimming not just as a kid, but as an adult. Talk about some of

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the online and certifications that she is helping drive

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through the sector and welcoming

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her from Seattle. Corey, welcome to your first Halo Talks.

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Thank you so much. I'm really excited to be here. Great. So you

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know, talk about what, what brought you to this, you know, modality

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and you know, athletic prowess of, of, of

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swimming and how you, you know, have devoted your life to saying hey, this is

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where I want to make my mark. Yeah. So I'm

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definitely one of these people who is just drawn to water.

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I think a lot of us are. It's a very, you know, it's a life

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giving source. Right. So as a small child

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there's a story of, of, of me crossing

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the highway to go, you know, play in that puddle

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over there and my parents freaking out. Right. So it's just always

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been this piece of passion for me and

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where I've always been in the water. And it's

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transformed and changed of course over the years, was in

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that kind of traditional pathway of working at community centers,

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working with children. But it's really when I started,

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started to understand the piece, the psychological piece, especially when

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it comes to adults and overcoming fear, that really has kept

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me in it for as long as I have.

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And that's the piece that I think is a Underserved,

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underutilized component in the swim industry.

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It's really because there's such a focus on children, which is great,

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but there are more adults out there than kids. Yeah. What

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percentage of adults don't know how to swim?

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Yeah, it's about 50% of adults don't know how to swim.

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So, yeah, there was a Gallup poll survey that was done a

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while ago now, but it kind

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of averages out in that 50 because there's people in pools

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and then people in deep water, oceans and lakes. Right. There's

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a slightly different component there. Got it.

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So you've set up something called Foundations of Change as an actual program.

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Can you talk about what that entails, how long it takes and,

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you know, if you're an adult and you've never gone in the water,

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you know, how long does it take physically and, you know,

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psychologically to, you know, become. Become a swimmer and not.

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Not, not have those fears anymore? Sure. So

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Foundations of Change is just what you say is that piece that we're dealing

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with, that the fear component as well. It's normal and natural

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that you would be afraid if you're going to go into a place where air

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is not always available. So it's normal.

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And how do we work with it and not against it?

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Because oftentimes we have a fear like that and it goes into

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overdrive and prevents us from actually figuring

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out and attaining the skills that we want to have.

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So that Foundations of Change is really based on two parts

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mental to one part physical, that you're taking care

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of your mind as you're doing the small physical

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steps along the way. And it's really

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powered by the way you feel that that's where we

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have to get the information from. You know, I feel calm,

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I feel freaked out. I feel my body

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feels at ease, My body feels tense,

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or I feel the water. You know, I feel my actual physical

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surroundings, or my head's in the clouds. Right. So it's

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really driving into that piece. And we find it takes

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people anywhere from like

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20 to 100 hours to really feel free in the

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deep water. So that really depends on people's,

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you know, how deeply seated that fear is, how open they are

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to the process and going through

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just enough time to play around with this new environment.

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It's such a different environment. Do you think people

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like, I learned how to ski. That's probably an overstatement.

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I skied later in life and, you know,

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it's never something I felt extremely comfortable with because I, you know, I learned.

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I started like in my 20s or, you know, early 30s.

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Do you feel that a lot of people that are adults and

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were never taught to ski, you know, to swim as a kid, kind of like

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view it as like, yeah, you know, I didn't learn that then. So that's kind

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of something that, you know, is off my list of things that I could

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learn. The difference.

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Yes and no. I mean, that's a, that's a decision that people

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make for themselves. It's on or off my list. The big

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difference with swimming versus any, really

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any land activity is the injury factor. And

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that, you know, in the water, this is something that people

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can do for their whole lives. Right. It's a,

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it's a baby to very, very old

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thing that you can do because of that supportive environment in the water. When

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you're talking skiing, I mean, I'm a little in your same boat on the skiing.

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I can ski, I have ski. But man,

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falling down that mountain, right. When you're getting to a certain

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age, wiping out those knees and shoulders and things like that,

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you know, that's, that's a different ball game that you're talking

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about. There's very, there's very few, like beginner swimming

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injuries, I would, I would think.

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Correct. Yes. Yeah, you're not going to hurt your. Yeah, you're not going to be

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getting a torn ACL from your beginning swimming. If you are, then we're

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really doing something wrong.

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This is Pete Moore. I want to let you in on a little secret. There's

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this company called Promotion Vault. And what they do is they give out rewards

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from retailers that allow you to incentivize your

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members without having to do 0 down and 1 month free

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or giving away shakes or giving away T shirts. What you want to

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do is build a rewards program that lasts, that people

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value and that doesn't discount your own products and services.

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So here's the deal. There's something called Rewards Vault. The Rewards

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Vault is going to allow a member to set up their own

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profile. They are going to answer questions, you are going to get those

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answers. You're going to be able to target those members and you're going to reward

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them inside your club, inside your spa, and outside

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of the club and outside of the spa to get them to become

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loyal, to get them to pay their monthly dues and

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to be rewarded properly for the actions. A lot of companies are cutting

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back on rewards. You shouldn't be. Promotion Vault, your answer,

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trust me, this is real.

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Where have you seen the most demand? Is it coming from

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like a ymca, jccs, Big

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sports complexes, maybe operators. I went

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to Emory University down in Atlanta, and as part of

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being a freshman, there was a mandatory swim class

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that you had to take or they had to pass because one of

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the big benefactors of the school back in the day had a.

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Had a child who, who drowned. And that was important to them. So

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they kind of instituted that, you know, as part of the mandatory curriculum, as

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part of their, their gift to the school. You know, where do you see the

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most demand or, you know, obviously your marketing, you

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know, to get adults into the water. But where are you

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seeing the most inertia from this?

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Well, people will. There's the most,

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I'll say, chatter around, the

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fitness aspect when you talk. You know, there's a lot more in terms of

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triathlons and folks, you

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know, Ironman and that kind of thing. So you see a surge of people

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in that area and then, of course,

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in children. I really think there are more people,

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though. And there is a space. You have to

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carefully construct the space for people who are true

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beginners. There's a huge desire there.

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That's why water vacations are so big.

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People want to vacation by the water, vacation to

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watery places, even when they can't get in it because

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of that attractive. But you can't talk about it in a way, in

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that, like, competitive way, because if you're afraid, if you're a true

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beginner, like, you're just going to go hide. So there's a

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softer touch for folks who,

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who really want to find their place in it but feel overwhelmed

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from that high competitive fear.

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Now, as part of your program, I understand that there's your certifying

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instructors. They're going out into the field with your programming. You

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also said that there's an online component to this.

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So, you know, talk about online component of

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swimming. And I know, I know I've seen some Apple commercials that say

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your, your iPhone and your iPad are waterproof. I've never tried that myself.

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But is it. Is it basically preparation and

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technique or are you actually using any kind of like,

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you know, screens on the side of a swimming pool and

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there's like some instruction going on, you know, through your,

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your online videos. Yeah, we're not on the screen next

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to people. And here's the biggest reason why is because

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this is a kinesthetic experience. And what

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we're really helping people do is to connect their body

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and their mind, in this case in the

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swimming pool, in the water. And so we want people to be connecting in

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that presence way so, so they're using the online program

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to break down the mental and the physical steps

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into small enough pieces that they can achieve that in the

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water. And that's where we see people make huge changes because

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they've been doing this like leaps and bounds. I need

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to go from zero to a hundred. And they don't

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realize that, oh my gosh, there's a hundred steps in between.

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Because nobody really talks about those hundred steps. They're like, go

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from putting your face in the water to swimming, front crawl, too much, too big.

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So we're, yeah. So in, in health

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clubs and sports complexes during different hours,

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you'll see, you know, some, you know, water

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aerobics classes maybe for different,

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you know, age groups. You'll see a lot of kids programming,

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obviously. You'll see, know, skim

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swim competitions and, you know, academies. Where

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do you find the, the most revenue

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opportunity? If we're talking about like from a, from a club using your

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programming or bringing on some of your instructors, how does this get

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marketed? And what is it, what is it worth? And, and a caveat

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to that is, you know, we might pay $30 to go to a health club,

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get a membership, but, you know, my friend's paying, you know, $500 a

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month for his kid to go to gymnastics. You

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know, so obviously there's a price value proposition that either

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someone missed on, on the health club side that we're not charging

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enough for adults to do certain programs, or hey,

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look, I'm gonna price, I'm gonna price you as an adult the same as going

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to price, you know, a kid learning how to swim, which is

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probably a lot higher than what a lot of clubs, you

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know, price their programming at. It's kind of a long winded

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question to say, you know, what could you charge for adult swim and

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how does that kind of fit into the programming?

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Yeah, I mean, we do put our prices right up

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against the private learn to swim industry with children

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and even more so because

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what we're, it's such a, it's a specialty niche. Right. And you

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always know the money's in the niches. Right. And so this

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specialty piece, and the

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great thing with adding a program like this is it

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utilizes the quiet times

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in the pools. Folks who are really wanting,

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who want to learn to swim don't want to be there, you know, during

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that three to seven o' clock zone when

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it's just like the power you're packing in, and that's the

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time you're packing in high volume at

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low dollar price point. And so these are

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complementary programs that have high value,

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high dollar point in your quieter times of the day.

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And that's where it really makes a big impact on

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a facility and for. For the client, too, that. That's a really

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good matchup in that space. Are you seeing that there are certain

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parts of the country where you get more inquiries?

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We in cities, certainly we get more

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inquiries there in larger cities. That's

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larger populations and different

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demographics there that you have. Yeah. Is

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the bigger place as we see. It, you know, from a standpoint

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of New York City, there's a couple blocks from where I live,

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there's a. A swim school franchise

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that just took over some retail space on a

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corner that I thought would be, you know, way too expensive for

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them to. To actually have that location there.

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Are you bullish and excited about

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where, you know, swimming and where pools and where, you

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know, aquatics are kind of moving more into,

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I'd say, more. More central mass market

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versus, hey, you did that as a kid. But it's not, you know, as relevant

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anymore. Or maybe, you know, from the Summer Olympics or. You seen certain things.

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There's. There's a. A friend of ours that does, like, deep sea, like,

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torpedo challenge, you know, where

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it's basically like a water polo type of event. Maybe a little more

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aggressive or violent would probably be the best way to describe it.

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Are there certain things you say like, wow, this is really picking up. I'm excited

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the space is growing, or there are things that say, like, hey, it's still. It's

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still not where I want it to be. Well, I'm definitely excited in that

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aquatics and this has been happening for a while,

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is thinking outside of the box, the box

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of the pool, the box of 25 yards by

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eight lanes, or that that swimming and

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aquatics really got funneled into this place of.

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It's about looking like what's happening in the Olympics. And just like

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you said with your friend who's doing the underwater water polo thing,

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that there are many spaces, and we're

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finding that people don't all want to just

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go back and forth. It's like my kid said when I said, you need to

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do at least one season of swim team, he's like, oh,

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that's so boring. Why would I want to go back and forth?

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And so there's been this shift in the industry of this needs to

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be fun. This needs to be more than just back and forth and

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back and forth. And by the way, this isn't what keeps people safe in

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the water. It's not a Perfect front crawl that keeps people safe in the water.

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It's something totally different. Different. I think people's

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desire and interest around

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experiences and traveling to beautiful

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places. Right. This is a whole, it really opens. Up

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the space, you know, as,

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as, as an entrepreneur. And we've got a lot of entrepreneurs that listen

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to our, our podcast here to just try and, you know, think of different

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ideas, you know, as you go through and say, hey, I want to continue to

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grow my business. It seems like there could be some really interesting

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partnerships that, that you obviously take a lot of

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time and effort to put together. You never know what the, the outcome is.

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But if I think about, you know, the growth of, you know, people doing

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kayaking or, or canoeing or any kind of, you

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know, you know, even like jet skiing where, you know, it'd be much

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better when you have a life vest on to, to know how to swim than

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potentially fall off and, you know, panic. The other thing would be

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the growth in, in surfing is definitely something that

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people have been doing not just for, you know, entertainment

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purposes and, and you know, saying, hey,

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I got up and I rode a couple of waves, but also for, you know,

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fitness related. There's, you know, surf, surf classes that go

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on, you know, to basically build your core. Have those kind of people

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reached out to you? Have you reached out to them? Is that kind of the

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next evolution of, like, how do I scale my business without necessarily,

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you know, deploying people, you know, at a

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ski, at a surf, you know,

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area where it's like, hey, you want to learn how to ski? And almost like,

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you know, guerrilla marketing? Yeah, absolutely. Because, I

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mean, there are best clients are the ones who have

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gone out and they've been offered this promise. Even a beginner

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could kayak or can ski, surf or do this thing. And they're like,

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okay, I did it. And it would be so much better if

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I wasn't freaking out while I was doing it and vice

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versa. You know, people are coming out to us to learn to swim and

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then, yeah, now I want to go and take this out and so, and

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where is the great place for me to learn how to do those other things?

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And the vacation travel, vacation

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tourism, or I should say it's

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the recreation tourism. I

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mean, like I'm, you know, swimming vacations are really

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on the rise and bodyboarding vacations

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or learning to surf, you know, people are going and they're learning on their

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vacation times. And so, yes, pairing those things together,

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those are the same kind of clients who want to do those

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things. Yeah. So My mom hasn't, there's a fear

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of flying. So she, so I took the train with her very often as a

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child. Then she took a flight from Fort Lauderdale to Tampa and she's like,

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yeah, I can fly now. Like, we haven't, you haven't done anything since that one,

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you know, 30 minute flight. Are there self help groups or do you have, you

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know, you know, message boards or you know, people

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that do learn to swim through you that are kind of like stay

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together as a cohort or almost like you, you know,

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adult swimming anonymous type of thing? For sure, for sure. Well, I

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mean, we always need those accountability partners. And when

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anything is hard or new or you've

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spent 30 years or 40 years

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making up all the reasons why you can't do this thing,

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it takes being in it. You know, we talk a lot about once a

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week for 52 weeks. How would your swimming change once a week for

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52 weeks? And having that

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partner and person to celebrate and have yourself accountable

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to is a big piece of that.

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This is Pete Moore. Here's the last tip for you of the podcast.

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00:21:07,350 --> 00:21:10,310
We are partnered up with a company called higher dose

336
00:21:10,550 --> 00:21:13,910
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337
00:21:14,070 --> 00:21:17,040
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338
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339
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340
00:21:25,200 --> 00:21:28,440
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341
00:21:28,440 --> 00:21:31,840
recovery train yet, your time and your stop

342
00:21:32,079 --> 00:21:35,560
is now. You got to get these products in there before these workout

343
00:21:35,560 --> 00:21:38,800
recovery and spas end up saturating your market.

344
00:21:39,120 --> 00:21:42,750
Having your members walk out of the club and going into of their locations

345
00:21:42,750 --> 00:21:46,350
for 200 bucks per month where they're paying 39 to

346
00:21:46,350 --> 00:21:50,190
you. Let's become an expert in workout recovery. If we

347
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are already an authority in workouts, Higher Dose,

348
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349
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350
00:22:01,350 --> 00:22:05,150
to meet the demands of your members. And hey, let's get people

351
00:22:05,150 --> 00:22:08,950
happy, healthy and sweating. And the recovery should be

352
00:22:08,950 --> 00:22:10,230
just as good as the workout.

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And a couple, couple more questions. One is when you're training

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a kid who's never been in water to learn

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how to swim and you're training an adult,

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is it basically the same kind of programming or do you really like, do you

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have to do it completely different because of the

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mindset that's already in place? You have to do it very

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differently because children, their

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brains are set up to be really in the present

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and not to be thinking about what the future problem is or what

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that problem was from the Past, which is excellent for learning all

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of these physical things. And they trust that there's somebody

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that's looking out for the cliffs for them. The adult

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brain is different. The adult brain is looking out for those

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before and after things or these maybe things. And so

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we have to learn how to incorporate that into

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the. Learn to swim. And they're just how to get out of our,

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out of our heads, into our bodies and be in our

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heads enough to know I am the adult who's

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looking out for myself. I am keeping myself safe

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and I can figure out how to play and explore. Gotcha.

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And then the last question I had is, if I'm a health club operator,

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I just built a pool as part of an extension. I listen to this

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podcast. They say, I want to give this to my community.

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What steps do I take to do that? And do you have

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some kind of connector system where you say, hey, I'm in,

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you know, East Meadow, New York, Long Island.

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I've got a certified instructor in that area

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that I can introduce you to. Just tell everyone here how

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that works and then how quickly I can get onboarded. Yeah,

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so it can work like that if we have

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somebody in the area to get them connected. Because people are always looking for

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pools to implement the programs in for sure. That

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is a big piece of it. And it goes the

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other way. Like we can come in and we

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have a three month online cohort training

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program so we can come in and train your people there so you can

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implement the program there and get started there. So great.

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And then, and then lastly, if there's any, you know, words of advice or

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quotes or, or anything that you, that you live by or that

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people say, oh, that's a, that's a quarryism. You

393
00:24:43,210 --> 00:24:45,650
got any quotes for our, our library?

394
00:24:46,770 --> 00:24:50,210
Mine would be the one. My office manager and I say to

395
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ourselves every day, keep it simple and let it be

396
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easy. So going with the flow on it. All

397
00:24:57,890 --> 00:25:01,650
right, great. Well, please use our halo term. It's. It's a

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copyright free and we'll try and push more people

399
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into the pool and you can make sure that they become good swimmers.

400
00:25:09,080 --> 00:25:12,680
So thanks for being on and have a great 2025. Thanks.

401
00:25:12,760 --> 00:25:16,560
And we'll. Maybe we won't push them into the pool.

402
00:25:16,560 --> 00:25:19,480
We'll hold hands and jump in together. There you go. Well,

403
00:25:20,200 --> 00:25:23,480
there's not like a good buddy system. I love the buddy system.

404
00:25:23,800 --> 00:25:27,560
Buddies Trip three. I had a quick question for you, Corey.

405
00:25:27,800 --> 00:25:31,470
My dad, to his credit, you know, taught my brother and I how to

406
00:25:31,470 --> 00:25:35,230
swim very, very early was a lifeguard. I love the water, all

407
00:25:35,230 --> 00:25:38,630
the things, Right. Do you have any advice? I mean, he

408
00:25:38,630 --> 00:25:42,350
literally was like, okay, aversion therapy, jump in the pool, right? You

409
00:25:42,350 --> 00:25:45,750
know, swim lessons, all that. Do you have any quick tips

410
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for people who have. May have young kids to sort of

411
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helpfully, you know, get them comfortable being in the water early?

412
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Like any quick takeaways you could offer? The biggest thing that I

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offer around there is you need to be in the water. Like

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that is it needs to be part of your family culture in the same way

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00:26:04,900 --> 00:26:08,660
that you take them to the park once a week, or it has to

416
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be part of your family culture. That's actually why we work with

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00:26:12,100 --> 00:26:15,860
adults, because they don't. They're the blockers of their

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kids, you know, and it's that family culture that

419
00:26:19,700 --> 00:26:23,100
is huge in people's deep understanding

420
00:26:23,440 --> 00:26:27,120
of how the water works, that. That makes sense. It was always about

421
00:26:27,120 --> 00:26:30,720
the water every single summer. You know, oceanside, pool, all

422
00:26:30,720 --> 00:26:32,960
that. Right. So this is very, very

423
00:26:34,880 --> 00:26:38,640
passionate subject for me. So thank you for being on. Thanks for having me. All

424
00:26:38,640 --> 00:26:42,400
right, great to see you. Thanks. We'll be in touch when this gets launched.

425
00:26:42,560 --> 00:26:46,040
Okay, great. Awesome. Thanks so much. All right, have a good day. Take care. By

426
00:26:46,040 --> 00:26:46,320
now.