Today it is more and more difficult to get children for swimming. There is no doubt that with the increase in funding and focus given to high performance sport over the past ten years and the impact of sports science, coach education, recovery and training techniques that the elite end of the sport is looking fast and furious. But this represents about 1 percent of the sport. And if the other 99% isn`t going well, eventually, even this elite 1% will struggle. Numbers of registered swimmers are generally down around the world. That is a fact. The common response from most national swimming administrations is to drive some form of junior development initiative with a focus on non competitive swimming, fun and enjoyment. To try and solve this issue, national associations around the world are putting in place some form of club development program: programs aimed at lifting the standards of governance, competition scheduling and athlete and family support at grass roots level. Again, great initiatives and only time will tell how effective these programs will be. So what`s wrong with the sport? 1. Kids are different today 2. Media focus on other sports - Talent drain - Sponsorship - Recognition This is not FINA`s problem. This is not USA Swimming`s problem or British Swimming`s or Australian Swimming`s problem. This is not ASCA or ASCTA or WSCA`s problem. This is a problem for all of us - everyone involved in the sport. Some suggestions to think about: 1. Not every kid has to be an Olympic gold medalist, 2. Not every program has to be built on two x two hour sessions six days a week. 3. Competition schedules are outdated. 4. Rewards systems are outdated. Forget the past - or we have no future.