Case Study: U.S. Masters Swimming achieves a modern, personalized digital experience and increased member engagement with Sitecore

U.S. Masters Swimming transforms its digital presence

U.S. Masters Swimming (USMS), a national nonprofit serving nearly 65,000 adult swimmers, faced a decade-old custom PHP website that was hard to update, non‑mobile friendly, and hurting search performance. To modernize its digital presence and better deliver personalized member services, USMS engaged Sitecore (through partner Bonfire) and moved to Sitecore Experience Platform (XP) on Microsoft Azure as part of a broader CRM and marketing automation strategy.

Sitecore’s solution delivered a mobile‑friendly, analytics‑driven CMS with personalization, content-management self‑service (eight staff trained, four actively authoring), and features like a “Club Finder.” After launch, USMS saw a 10% decrease in bounce rate, a 9% increase in pages per session, and a 10% increase in average session duration; the organization is now tracking how these gains drive new member registrations and plans to add Sitecore Email Experience Manager (EXM) to further refine communications.

U.S. Masters Swimming

Kyle Deery

Marketing