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The U.S. swim team has been on fire in Rio, thanks in part to gold medal winning moments from Michael Phelps, Katie Ledecky and Lilly King.
Moments like these make USA Swimming CMO Matt Farrell's job easier, he admits. "I think anyone could be chief marketer of USA Swimming during the Michael Phelps era," he laughs. "We're always thinking about how to ride the Olympic wave. If I sit next to somebody on a plane and tell them I work for USA Swimming, the first question they ask me is, 'What do you do the other three years [between the Olympics]?'"
USA Swimming actually takes Olympic moments and uses them to stoke membership on swim teams throughout the year.
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