Our Team
The experts behind Total Aquatic Programming
Mick Nelson
Founder / Operations
Mick Nelson is a nationally recognized aquatic facility development and programming leader with more than five decades of experience helping communities design, build, renovate, and operate financially sustainable aquatic centers. He is the Principal of Total Aquatic Programming, LLC (2020–present) and previously served USA Swimming from 2004–2020, retiring as Senior Director after co-creating the Facilities Development Department to support facility planning, renovation, and programming nationwide. Mick’s background blends business, education, coaching, and hands-on facility entrepreneurship. He holds a B.A. in Business Administration and an M.S. in Education (Southern Illinois University), and has earned numerous industry credentials including ASCA Level 4 Coach certification, American Red Cross instructor certifications, and Swim America Program Director licensure. Over his career he has founded and led multiple aquatic and wellness organizations, including Nelson’s Turtles Swim Club (later a 501(c)(3)), a multi-location pool supply and consulting business, WaterWay Therapy (outpatient aquatic physical therapy), and the development of a 30,000 sq. ft. aquatic and fitness center. A sought-after speaker and educator, Mick has presented at 70+ national aquatic clinics and conventions and conducted 70+ regional “Build a Pool” clinics across 41 states. He co-created the National and Regional Build a Pool Conferences, developed virtual conference programming, and authored major industry resources including a USA Swimming “how to build a pool” book, and a Human Kinetics textbook on facility development and design (2009). Since 2004, he has been directly involved in planning for 195+ new aquatic facilities and has assisted thousands of clubs, universities, and private facilities with design and operational decisions. Known as one of the country’s leading authorities on pool water chemistry and indoor air quality challenges—especially chloramines—Mick has served on research and standards efforts and participates in national and international committees, including the FINA (World Aquatics) International Facilities Committee. His work is guided by a clear philosophy: aquatic centers should be safe, welcoming, aesthetically strong, and financially sustainable through community-focused programming—balancing modern technology with practical build and operating costs.
Sue Nelson
Founder / Programming
Sue Nelson is a nationally respected aquatic facility development specialist, coach, and water-safety advocate with more than five decades of experience spanning learn-to-swim, competitive coaching, facility entrepreneurship, and large-scale aquatic project consulting. She is a Principal of Total Aquatic Programming, LLC (2020–present) and previously served USA Swimming from 2004–2019 as an Aquatic Specialist, helping facilities across the country plan, renovate, and program pools for long-term sustainability and community impact. Sue’s career began with hands-on business operations and quickly expanded into building and leading aquatic organizations. She co-founded Nelson’s Turtles Swim Club in 1972 (later transitioned to a 501(c)(3)), helped finance, design, and build a 12,500 sq. ft. aquatic facility, and co-created Nelson’s Swim & Sports Supply—serving 700+ pool customers across two locations while consulting on the design of 50+ facilities in the U.S. and Mexico. She also helped establish and operate mission-driven organizations including WaterWay Therapy (outpatient aquatic physical therapy), the Water Wellness Foundation (501(c)(3)), and the Poolside Health and Wellness Center, culminating in the development of a modern 30,000 sq. ft. aquatic and fitness facility. With 33 years of experience as a senior and age-group coach and ASCA Level 4 certification (850 hours of continuing education credits), Sue is also widely recognized for her leadership in training, standards, and professional education. She is a Swim America Charter Member and licensed Program Director, holds multiple American Red Cross instructor certifications, and has contributed to key industry standards through organizations such as the Aquatic Exercise Association and the Aquatic Therapy & Rehab Institute. A frequent national presenter, she has spoken at 70+ national aquatic clinics and conventions and conducted 72 regional “Build a Pool” clinics and “Saving Pools Saves Lives” workshops across 41 states. Sue’s work has had a direct impact on drowning prevention and public safety initiatives nationwide. She was contracted by NDPA and CPSC to write the Aquatic Resource Manual as part of a Drowning Prevention Plan, collaborated with the USA Swimming Foundation on the Make A Splash Initiative, contributed to the Children with Challenges manual and online course, and helped build the network of drowning-prevention advocates supporting “The Drowning Report.” Her guiding philosophy is practical and community-centered: aquatic facilities should be functional, sustainable, and continuously evolving—grounded in a four-pillar model that supports safety, access, and lifelong engagement in the water.
Kent Nelson
Marketing / Technology
Kent Nelson is a nationally recognized aquatic professional, marketing strategist, and coach with more than 35 years of experience in swimming and aquatics. As a partner with Total Aquatic Programming, Kent helps aquatic facilities, school districts, municipalities, and aquatic organizations maximize their impact through strategic marketing, digital technology integration, program development, and operational excellence. Throughout his career, Kent has successfully combined his passion for aquatics with expertise in communications, branding, and technology to help organizations grow participation, strengthen community engagement, and improve long-term sustainability. His work focuses on turning aquatic visions into successful, revenue-generating programs that serve communities for generations. In addition to his consulting and marketing leadership, Kent serves as Head Coach of the Pine Creek High School Swim & Dive program and has earned recognition as a two-time Colorado High School Coach of the Year while guiding teams to multiple state championships. He is also a USA Swimming Life Member and former member of the USA Swimming Board of Directors. A respected national speaker and educator, Kent has presented at leading industry conferences and organizations, including the American Swimming Coaches Association (ASCA), Association of Aquatic Professionals (AOAP), National Drowning Prevention Alliance (NDPA), United States Swimming School Association (USSSA), and numerous Build and Program a Pool workshops. Kent's mission is simple: help aquatic organizations design, develop, and deliver programs that create lasting community impact.
