Our Mission
Welcome! Sign in or Register


My Information

Our Mission

Vision - What we Aspire to Do

To be the premier aquatic training and safety services organization worldwide.

Mission - Why We Exist

To reduce drowning and save lives by providing reputable and responsive aquatic safety training programs and services delivered to the public through a network of friendly, knowledgeable aquatic professionals who serve as independent training providers.



Values - Principles that Guide our Actions

  • Partnerships (vs. competition)
  • Leadership (vs. complacency)
  • Integration (vs. segmentation)
  • Innovation (vs. stagnation)
  • Responsiveness (vs. bureaucracy)
  • Accountability (vs. irresponsibility)
  • Experiential learning (vs. rote learning)
  • Independence (vs. dependency)
  • Service value (vs. profit)
  • Practicality (vs. complexity)
  • Self-support (vs. financial dependency)
  • Integrity (vs. dishonesty)
  • Mentor relationships (vs. dictatorial relationships)
  • Affirmation (vs. discouragement)
  • Social impact (vs. self-serving)


Impact - How our value-guided actions will help us make a difference

  • We will seek to partner rather than compete with others who share our vision, and understand that together we can all achieve more.
  • We will seek to eliminate complacency and irresponsibility toward reducing drowning, develop leaders who can make an impact, and in the process earn the right to be considered a leader.
  • Our programs will be integrated so that the training is concise, practical, and relevant in real-life situations.
  • Our programs and services will be innovative rather than “me-too” products. Using an evidence-based approach when possible, we’ll help develop sound best practices rather than simply recreates how things have always been done.
  • We will seek to be responsive and limit bureaucratic inefficiencies. The primary way we will do this is by focusing on one thing – aquatics – and having training providers work directly with the headquarters office.
  • We will encourage accountability as the foundation to saving lives, and seek to change the behaviour of those who are complacent or irresponsible.
  • Our training programs will be based on experiential education principles and use experiential learning methods adapted to aquatics so that we can develop competence and confidence in those who attend.
  • We will empower training providers to work independently within a framework of best practice guidelines, rather than dictate or prescribe rigid procedures. In our relationships we will seek to serve as a mentor rather than a dictator.
  • We will seek to provide value when determining the cost of our products and services, keeping in mind that fees must be reasonable to remain a viable organization, yet be mindful of the economic reality of those we serve.
  • Our organization will be self-funded, risking our personal finances to pursue our social impact goals. We will seek to develop a long-term sustainable organization that does not rely on “other people’s money” such as government subsidies, grants, tax dollars or donations to operate.
  • We will view integrity as the foundation of all we do and seek to earn respect through respectful relationships, honesty, and reliability.
  • We will seek to encourage and reward quality and competence in people and realize it is their actions that determine excellence within a program or at an aquatic facility.
  • We’ll seek to serve others in our leadership role and seek to truly change behavior, rather than simply disseminate information, to make an impact.

American Safety & Health Institute The Aquatic Exercise Association USA Swimming Foundation Blog Facebook Twitter Google+
Human Kinetics

Privacy Policy  |  Site Map  | 

© 2014 Human Kinetics, Inc.

Starfish Aquatics offers Starguard Lifeguard Certification program to provide training to lifeguards in any kind of pool or waterpark.  Starfish Swimming is a comprehensive swimming instruction and water safety curriculum for all ages and ability levels.  AquaTech Pool Operator Certification program offers training and certification for anyone responsible for the water quality and maintenance of a pool or aquatic facility.

Starfish Aquatics Institute • Founded by Jill White and Robbin White