Episode #116: Free Community Aquatics Directive Offers a Framework for Pool Transformation and Funding Success

Most communities already have more aquatic capacity than they realize. They have pools, schools, coaches, instructors, recreation departments, and community organizations. The opportunity is to connect these assets and put them to work.

In Episode #116 of Heavy Or Not, The OG Swim Guide, Coach Mark Rauterkus introduces The Community Aquatics Directive, a practical playbook co-authored with Coach Ron Usher, inventor of OtterBall.

The book presents ten pillars for transforming underused swimming pools into thriving community assets. The episode explores drowning prevention, learn-to-swim instruction, vertical swimming and aquatic fitness, youth retention programs, school partnerships, competitive pathways, lifeguard development, smarter scheduling, and sustainable funding.

Discover how better programming can expand participation, develop local employment opportunities, strengthen public health, generate revenue, and make existing aquatic facilities more valuable to the communities they serve.

GET THE BOOK FREE: Visit https://SwimISCA.com and join the International Swim Coaches Association team on CrewLAB to access the free PDF edition of The Community Aquatics Directive.

AN INVITATION: Coach Mark is also seeking foreword contributors for future editions of the book, with opportunities to feature the contributor's name on the cover.

A pool is a major community asset. Strong programming is what makes that asset come alive.

Heavy Or Not, The OG Swim Guide | Episode #116

Check out this episode!

Fwd: ☝️ — the ONE THING the top 1% of webinars MUST DO...

--
Ta.
 
 
Mark Rauterkus       Mark.Rauterkus@gmail.com

*they don't teach or sell (weird I know)

The top 1% of VSLs and webinars do one thing completely differently — different from what most people teach, and different from what you're doing right now.   They don't teach. And they DON'T sell.   (I know that may sound backwards at first, but here's why)...   Teaching feels generous. But it gives your audience a false sense of accomplishment — and fails to provide the context and value they can only get from buying your product or program.   And selling turns just them off. The harder you pitch, the more you sound like everybody else — and the more you push people away.   Nowadays we all show up with our sales pitch radars on high alert!   Most importantly — teaching and selling both fail to do the one thing required for your audience to buy:   Change what your audience believes.   Simply put, there's a gap between what a stranger believes right now and what they have to believe before they'll ever buy. I call it the "Beliefs Gap" — and until you close it, you'll keep launching to crickets.   That's exactly what the one-page SCRIPT Content System does: it installs the "8 Buying Beliefs" in the right order — so by the final slide, buying is simply the obvious next step!   And now the new AI builder writes every word of it for you — then builds all 24 slides — using your existing AI tools. In minutes!   And right now, you can get lifetime access for $27 — just for testing it out...   👉 Grab lifetime access here: https://go.fletchermethod.com/ai-script-engine   — Aaron The Fletcher Method™ 2155 Northwest Awbrey Road Suite 114 Bend, Oregon 97703 United States

Look at city council statements

https://triblive.com/local/stop-the-bleeding-pittsburgh-city-council-focuses-on-emergency-budget-measures/?utm_source=second-street&utm_medium=email&utm_campaign=triblive-morningheadlines&emailmd5=cf8ff26269e21916f057fc187b7c01dd&emailsha1=2288612016783210532331751511564213882321386716626214&emailsha256=2553d61bd6fb453b5b843f79aedde6325581601a25d195d7f19e2a7051a54246

Fwd: SCOTUS ❌ Blocks, PG payout & Pittsburgh's future

---------- Forwarded message ---------
From: Newspaper Guild of Pittsburgh <newsletter@pghguild.com>
Date: Wed, Oct 7, 2026 at 1:20 PM
Subject: SCOTUS ❌ Blocks, PG payout & Pittsburgh's future

What you make possible

Dear Mark, On Monday, the U.S. Supreme Court dealt an expected final blow to the former Post-Gazette owners, the Block family, in their efforts to avoid accountability for years of blatant federal labor lawbreaking. The court refused to hear their latest wasteful plea. Members of the Newspaper Guild of Pittsburgh struck for more than three years and have waited even longer to make this long-expected news possible. The Blocks have no other choice but to pay millions of dollars back to current and former editorial union workers of the Post-Gazette — with interest. It’s money that should have been in our paychecks and benefits every single day since the PG — then under Block Communications Inc. — illegally tore up our contract in July 2020. You made Monday’s news possible. We are extremely appreciative of the support you, our community, showed us during this drawn-out process as we both accelerated and waited for the slow mechanics of the justice system to reach this conclusion. Of course, our fight for the caliber of news that Pittsburgh deserves continues on multiple fronts. Fired former strikers, who are unemployed members of the Guild, soft launched The Pittsburgh Progress in late July. That’s an effort you’ve made possible and can further strengthen, too. When the Blocks announced in January that they were closing the Post-Gazette, community members and PG workers came together to figure out what you needed in a post-Block Pittsburgh journalism future.   Because you told us you wanted to feel ownership over your local news, we made the Progress a multi-stakeholder cooperative. You can quite literally co-own it with your neighbors and its workers and democratically decide aspects of how the business is run. You can sign up right now on PittsburghProgress.com to become a subscriber to the Progress or a member of the Pittsburgh Progress Cooperative or both. A small number of former strikers — about 80 percent of us got purged by new PG ownership — are still employees of the Post-Gazette and are working with those owners, the Venetoulis Institute of Local Journalism, to craft a new, robust contract. We’ve already bargained a few times, have found alignment on some basic important points and are looking forward to future sessions. Pittsburgh needs more journalism jobs and more focus and media coverage on the struggles of working-class Pittsburghers — not less. Whether you recognize some of the names and subjects on PittsburghProgress.com from our strike publication, the Pittsburgh Union Progress, or simply want to see independent, worker-led news, we encourage you to give our sample stories a read. The article about this latest news is featured on The Progress website. There’s plenty more to read on the site regarding local news, labor, arts and culture, sports, and community. Ultimately, it’s journalism built by workers, with our neighbors, for Pittsburgh. You supported us through a grueling strike that we won, together, unequivocally and with finality. We encourage you to continue in that same spirit as we continue to advocate for worker-focused journalism rooted in our community. In solidarity, Natalie Duleba Former striker Newspaper Guild of Pittsburgh local secretary Pittsburgh Progress founding worker-member Newspaper Guild of Pittsburgh TNG-CWA Local 38061 322 North Shore Drive 2nd floor, Suite 250 Pittsburgh, PA 15212 pghguild.com NewsGuild-CWA AFL-CIO, CLC.

Paperless School -- come on. Pittsburgh Public Schools, are you serious?

Education is important. 

My dad was an Elementary School Teacher in Pittsburgh Public Schools for many years. 

I went to the school board meeting this week for public comment. A women spoke about how PPS is going "paperless." She thought, okay. No printed report cards. Fine. But that also meant no paper homework for 3rd and 4th grade math. It all has to be done on a computer. No paper and pencil.

I see these photos and think -- paperless???

There were so many that are so angry at PPS these days.

My talk came on the first hours of fall. But in reality, our city and our school district has been in a long, deep fall and tailspin for decades.

Fwd: Saturday Scroll: Pink? For women’s sportswear?

Fashion!

-------- Original Message --------

Subject:	Saturday Scroll: Pink? For women’s sportswear?
Date:	2026-09-19 12:01
From:	The GIST Sports Biz <hi@thegistsports.com>
To:	mark@rauterkus.com

Groundbreaking.  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ 

Sports Business   •   Edition #647   •  Sep 19, 2026

Leveling The Playing Field

From The GIST Team

Greetings, gang

Welcome to The GIST's Sports Business Saturday Scroll, where we dive deep into one person, idea, or move that's shaping the business of women's sports. The WNBA is the most-followed women's sports league in the world, and its 30th anniversary has been a celebration of the players and the everyday people contributing to that achievement. From attendance records to social media engagement, fans have shown up for this league in-person, online, and through fashion. From a branding perspective, the W has always been one-of-one, and the look and feel of this league is just as remarkable and impactful today as it was in the 90s. Let's take a look at how fashion has shaped the league and how it fuels modern W fandom.

The Latest

✨ New league, new strategy Source: Smiley N. Pool/Houston Chronicle via Getty Images The WNBA was not the first women's professional basketball league in the U.S., but it needed to avoid following in the disastrous footsteps of its predecessors. The front office connections and monetary backing of the NBA went a long way, but there's a lesser-known hero that helped define the W: Tom O'Grady. Named the first-ever creative director of the NBA in 1990, O'Grady was an expert on building franchise identities, including two of the 90s' most iconic teams: the Memphis Grizzlies and Toronto Raptors. In 1997, O'Grady oversaw the entire brand identity launch for the WNBA. He brought his signature bold style and worked directly with players, consulting with stars like Lisa Leslie, Sheryl Swoopes, and Rebecca Lobo to check 'fits and take edits on uniform design. The results were iconic. While still oversized — it was the 90s, after all — the jerseys were tailored to women's bodies and offered distinct storytelling opportunities for the founding cities. Even uniforms that complemented the city's men's team, like the LA Sparks and Lakers, were still given unique fonts and colorways. Those design choices helped create the W's brand identity — and ensured that the soul of the league was stylish and cool, laying the groundwork for it to be the meeting place of fashion and sport that it's known as today. One season after the historic 2026 collective bargaining agreement allowed players to profit more off their own jersey sales, league merchandise licensing revenue is up 12% YoY, and players are finally able to cash in on the action. But that's just the beginning of how fashion has led to business wins for the W...

🛍️ Sorry in advance to your wallet Source: Erica Denhoff/Icon Sportswire via Getty Images We are living in a new age of WNBA merch — not just from sportswear giants, but also from independent designers bringing new life to a sometimes stale sportswear scene with officially licensed WNBA gear. Here are some of our favorites that are inspired by, and in turn bolster, the league's undeniably cool identity: 🧡 Playa Society was founded in 2018 by former basketball player and coach Esther Wallace, who still hand-draws the designs and typography. Authentic, trendy, and bold, Playa Society is now carried in major retailers like Dick's Sporting Goods, has collaborated on WNBA All-Star merch, and features player-centric capsule collections that allow Wallace to capitalize on viral moments and big performances. 🖤 Round 21 is on a mission to show that sports have always been an art form. Founder Jasmine Maietta played pro basketball and worked in sports marketing for more than 20 years before founding the brand. She has partnered with over 100 artists and 30 teams and leagues to bring a fresh perspective to sportswear and help fans stand out. 🤍 Peace Collective is a Toronto-based apparel brand founded in 2015 by Lisa Diep and Yanal Dhailieh. Rooted deeply in sustainability and giving back, Peace Collective aims to raise $1M by 2030 for community organizations, with a ticker on their website keeping buyers informed in real time. What started with a homemade "Toronto vs. Everybody" shirt has grown into a fan shop covering 12 different leagues in addition to the W, plus music, mental health–focused collections, and more.

TOGETHER WITH Spark by Hilton Source: Spark by Hilton ⭐ When your vacation rental comes with a chore list, is it really even a vacation? Spark by Hilton offers great service, clean, comfortable spaces, and affordable rates — and no host reminding you to take out the garbage. With locations across the country, your newly renovated room, freshly made bed, and free breakfast await. Hotels have never been more back. BOOK YOUR STAY AND SAVE UP TO 17%

🏀 The industry impact Source: Andy Lyons/Getty Images The diversity and inclusivity of the WNBA have played a huge role in its cultural success. From the first game all the way through this 30th season, women have been able to see themselves in this league, and fashion has always reflected that, especially a certain bright orange hoodie. It reached icon status in 2019 when NBA legend Kobe Bryant wore it courtside at an LA Lakers game, and the following year it was named "Best Fashion Statement" by Sports Business Journal. Unlike in other leagues, where fans wear their own team's gear but rarely rep the league as a whole, it's common in the W because the league is about more than basketball. Women fans of men's leagues were often subjected to the dreaded "shrink it and pink it" trope — making smaller versions of men's shirts and making them pink or adding rhinestones to appeal to women — and didn't start seeing creative or fashion-forward designs until recent years. The WNBA has always been at the forefront of that change, and it's being rewarded for it. Prior to the 2026 WNBA All-Star break, Fanatics shared that there's been a 500% YoY increase in league merchandise sales. And it's not just a North American phenomenon: international sales are up 200% in the past three years according to Reuters, with the WNBA store shipping out to over 50 countries in 2026 alone. Major players like Nike are now showing their creativity and meeting the unprecedented demand through its new three-tier jersey system, dropping Heroine, Explorer, and Rebel editions for each team. Focused on specific storytelling, collaborations, and empowerment, these jerseys reflect the growth of the league and the fans that helped get it there. The future has never looked better.

	On that note...
If your closet is overflowing with WNBA merch, other leagues are stepping up their collabs, too: 🏈 NFL x Abercrombie: Fashionable and preppy, it's giving 2007...in a good way. ⚽ NWSL x Dead Dirt: Besoke knit polos. That's all you need to know. 🏒 PWHL x Newlife Clothing: Securing one of these custom pieces has to feel like hitting the lottery. 💍 Off Season x Fanatics: Everyone deserves to look as cool as an NFL WAG.

Today's email was brought to you by Rachel Fuenzalida. Fact checking by Bonnie Lee. Operations by Elisha Gunaratnam. Ads by Ali Haberstroh. Managing edits by Molly Potter and Katie Kehoe Foster. Head of content Ellen Hyslop.

You are receiving this email because you subscribed to the GIST at our website: https://www.thegistsports.com

You can update your preferences or unsubscribe from these types of messages.

View the web version of this email.

Valid Check