The three most important benefits Masters coaches provide their swimmers are 1) a workout with an engaged coach; 2) dedicated lane space at convenient times; and 3) a reasonable cost for items one and two.
Are there other benefits swimmers want? Sure. But concentrate on these top three, and you're on your way to building and maintaining a successful program.
U.S. Masters Swimming encourages adults to enjoy the health, fitness, and social benefits of swimming by providing more than 2,000 adult swimming programs and events across the country, including open water and pool competitions. USMS's nearly 65,000 members range from age 18 to 99 and include swimmers of all ability levels. USMS, a nonprofit, also trains and certifies coaches and provides online workouts, a bimonthly member magazine, monthly newsletters, and technique articles and videos at usms.org.