September 09, 2020

San Jose, CA (May 30, 2014) –, the web's most popular swim shop, has partnered with the United States Lifesaving Association (USLA), its first-ever sponsorship of a national lifeguard organization. USLA is America's non-profit association of beach lifeguards and open water rescuers (

Water safety and protecting swimmers is one of the most important aspects of our sport, especially at the beach where millions of people go for fun, recreation and sport each summer," said Rob Penner, VP, Sports Marketing at "We're pleased to support those at the USLA who protect us every day out on the water. We feature a popular lifeguard store on our site that provides all the essential lifeguard items for summer.

The job of a lifeguard is public safety," according to B. Chris Brewster, President of the United States Lifesaving Association. "Lifeguards need gear they can rely on in critical moments and that they can use to help them stay in the peak physical conditioning they need to maintain to protect the public. offers a level of quality we can rely on.

The partnership will include use of the USLA mark for, a line of branded lifeguard gear and regular swim safety tips from USLA on's site. With its prominence and visibility as a retailer in the swimming community, is pleased to promote the lifesaving work done by USLA's members every day to its customers.

About USLA
The United States Lifesaving Association is America's nonprofit, professional association of beach lifeguards and open water rescuers. USLA works to reduce the incidence of death and injury in the aquatic environment through public education, national lifeguard standards, training programs, promotion of high levels of lifeguard readiness, and other means. More information at