Brent Rutemiller
Brent Rutemiller is the Chief Executive Officer and publisher of Sports Publications International (SPI), a magazine based multi-media corporation. SPI publishes Swimming World Magazine (the industry standard since 1960), SWIM Magazine and Swimming Technique Magazine. Under his tenure, Rutemiller re-branded each media vehicle under one print title – Swimming World Magazine and then reformatted all three magazines as separate digital downloads. In 2002, Rutemiller was one of the first publishers in the United States to offer digital downloads of a magazine in .pdf format, long before it became the norm in the industry.
In January of 2015, when most publishers were scaling back, Rutemiller doubled down and introduced Swimming World Biweekly Magazine which is produced every two weeks and brings the best of the internet directly to readers in a digital and downloadable format. As a result, Swimming World Magazine now has 12 monthly print issues and 24 biweekly issues giving advertisers added value. In that same year, Rutemiller also re-launched Swimming Technique Magazine as a quarterly digital only magazine, which became an instant success.
Rutemiller was one of the first to offer audio downloads of interviews when he launched Swimming World Radio in the early 2000's and later pioneered live streaming when he introduced Swimming World TV to the world in 2005. The Morning Swim Show is Swimming World TV’s flagship program which streams weekday mornings. He also created similar shows like Ready Room, The Week That Was, Race Day,, Performance of the Week, Industry Insider, and Tech Talk that regularly stream on SwimmingWorld.TV.
During his tenure as CEO of SPI, Rutemiller developed strategic relationships with numerous governing bodies throughout the world such as USA Swimming, Fédération Internationale de Natation, National Collegiate Athletic Association, College Swim Coaches Association of America, National Interscholastic Swim Coaches Association, Australia Swim Coaches and Teachers Association, U.S. Masters Swimming, United States Swim Schools of America as well as over 480 advertisers in the industry.
In 2015, Rutemiller was voted 1 of the 30 most influential people in USA Swimming based on his influence within the sport over a 30 year span dating back to 1985.
Rutemiller has the rare combination of talents that allows him to formulate unique and innovative ideas to promote and market the sport of swimming. More importantly, Brent has repeatedly demonstrated an ability to take an idea, turn it into a project, build a team around it, and then bring it to fruition.
RUTEMILLER IS BEST KNOWN FOR HIS CREATIVE MARKETING SKILLS
Prior to being named CEO for SPI, Rutemiller conceived and implemented numerous projects to increase circulation, sponsorship dollars, and revenue-generating opportunities for the corporation. Rutemiller's ability to identify the needs of separate parties and unite them into common goals has been the hallmark of his success.
Rutemiller created Project SLAM (Summer League Aquatic Magazine) Using the sponsorship dollars of Nike, Swimming World distributed summer league mini-magazines to 80 USS clubs and 40 swim shop dealers around the United States. Project SLAM was the largest circulation promotion effort ever undertaken by Swimming World magazine at the time. More importantly, it united the separate needs of Nike, swim shop dealers, and USS clubs to reach the massive summer league market.
Rutemiller created an Event Marketing Program which identified a number of swimming related events around the country that drew a large audience of swimmers, coaches, and parents. The program offered SPI advertisers a unique opportunity for additional exposure, increased advertising opportunities, and greater market penetration.
Rutemiller created Project SwimScribe which increased Swimming World's circulation by 10%. This program offered Event Marketing, product testing and sampling benefits for clubs and advertisers. In exchange for Swimming World subscriptions, sponsored clubs receive vouchers for awards (honored by award companies in trade for SPI advertising credit), along with editorial and networking opportunities.
In the late 1990’s, Rutemiller conceived and sold U.S. Masters Swimming (USMS) sponsorship packages to advertisers. The sponsorship packages included the licensed use of the USMS logo, advertising in SWIM magazine, booth space at USMS Nationals, and USMS advertising opportunities.
Advertising/Merchandising In conjunction with his former duties as the Marketing Director, Rutemiller oversaw SPI's Advertising Department. In 1997, the advertising department collected just under $1,200,000 in gross revenue (a non-Olympic year record). During that year, Rutemiller personally handled 60 corporate accounts and personally sold over $850,000 dollars worth of advertising.
Rutemiller has provided valuable input on the merchandising of ancillary products through SPI. He has had strong input into pricing policies as they pertain to rate cards, in-house advertisements, industry shows, clinics and seminars.
Communications/Media Relations Rutemiller constantly updated SPI's internal communication system by implementing a company-wide E-mail and computer database system based in the cloud. For the first time, SPI had an extensive database of company contacts created by Rutemiller and accessible to all marketing and advertising employees. As a result, all national and international offices exchange information daily and the efficiency of the company improved tremendously over the years. Rutemiller also configured SPI's communication structure to allow for telephone and cloud data transfer to any other inter/intrastate office at a minimal cost. The end result is that the company became more consumer friendly. New employees, consultants, and contributors are able to work from remote sites while sustaining a corporate image.
Over the years, Rutemiller has acquired a considerable amount of knowledge in the realm of computer hardware and software. He has mastered numerous software applications including a broad understanding of html, asp and php code.
RUTEMILLER'S CREATIVE APPROACH TO COMMUNICATION AND TEAM BUILDING HAS BEEN HIS TRADEMARK
In 1984, Rutemiller became nationally recognized as the creator of animated, educational material for swimmers when he started a publishing company in San Diego, California. His educational comic strip, "The AquaZoids®" was featured regularly in Swimming World Magazine and translated into multiple languages.
Rutemiller is a certified Level 5 American Swim Coach who has coached at many levels and has served as a National Team Coach for USA Swimming. He got his start in coaching as a Brookwood Country Club Assistant Coach to Frank Busch. During Brent's first 10 years as a head coach, his various teams in Kentucky, Ohio and Indiana recorded five undefeated seasons and 11 championship titles. During that period, in 1979, Rutemiller became the youngest Aquatic Director in the United States when he became the Dearborn County Aquatic Director for South Dearborn High School in Aurora, Indiana.
Rutemiller started his second decade of coaching as the Stroke Coach for the Mission Viejo Nadadores in 1986 under Terry Stoddard, replacing Walt Schlueter. Rutemiller was on the staff when Mission Viejo won the USA Swimming National Championship in 1986 and 1987.
In the beginning of 1988, Rutemiller moved to Phoenix, Arizona. He was hired by Dennis Pursley along with Pierre LaFontaine to coach and work with the architects to help design and directly supervise the construction of a multi-million dollar sports training complex financed by Charles Keating. Upon completion of the facility, he began coaching young elite athletes for the Phoenix Swim Club. In less than one year, the team won two Arizona State Age Group Championships, set numerous state records, and more than 30% of his athletes achieved National Top 16 rankings.
In 1990, Rutemiller was hired by the Scottsdale Aquatic Club to build a comprehensive competitive program sponsored by the City of Scottsdale Parks and Recreational Department. In less than two years, the team captured first place in the 1991 USS Long Course Arizona Age Group State Championship and the 1992 USS Long Course Senior State Championships while producing 10 Junior National qualifiers, 3 Senior National finalists, numerous National Top 16 rankings and High School All-Americans.
AUTHORSHIP
Below The Surface - By Brent Rutemiller: How To Survive And Succeed In Building A Competitive Swim Club
The Right Moves - By Brent Rutemiller: A Complete Stretching Program
The AquaZoids® - By Brent Rutemiller, Illustrated By Al Lowenheim: Educational Comic Strips
EDUCATION
Covington Catholic High School graduated with honors as a member of the National Honor Society
Eastern Kentucky University Degree in Marketing and Business Administration Presidential Scholar/Athlete and Dean's List
Northern Kentucky University Degree in Secondary Education with certificate to teach Business Education and Business Law
Western International University studied International Marketing, Strategic Management and Organizational Behavior
VOLUNTEER
Rutemiller has been head of a Special Olympic delegation out of Arizona for over 20 years. The program is dedicated to swimmers with disabilities. Each year, Rutemiller conducts a program from June to October where dozens of high school students are mentored by Rutemiller to work with Special Olympic Swimmers of all ages and disabilities.
Rutemiller also served as the President of the Arizona Swim Foundation from 2001-2003 and successfully oversaw the transition of the Phoenix Swim Club to new ownership while the property and club ownership was going through bankruptcy proceedings.
NATIONAL HONORS
Rutemiller has been honored by USA Swimming with a service award for his work with disabled athletes, by the International Swimming Hall of Fame for his contributions, and the American Swim Coaches Association, College Swim Coaches Association and the National Interscholastic Swim Coaches Association for his work in the media to promote the sport. He was inducted into Covington Catholic High School Sports Hall of Fame as high school swimmer with Kentucky state titles and records. USA Swimming also interviewed Rutemiller detailing his tenure as CEO and Publisher of Swimming World Magazine
Brent Rutemiller lives with his wife Ellen, sons TC and Richie, and daughter Shoshanna in Phoenix, Arizona.