Kristin Stitt , Founder & Managing Partner
Kristin Stitt founded North Alabama Swim School with the belief that potential requires the right environment, instruction, and opportunity to become performance.
She brings more than 20 years of healthcare experience grounded in evidence-based practice, measurable outcomes, and process improvement to the business of swimming. Kristin leads enterprise strategy, business development, community partnerships, and the continued development of the systems used to improve swimmer outcomes.
Her work includes SafeSplash SwimLabs, community drowning-prevention and learn-to-swim initiatives, and Trajectory Performance, an assessment-based approach to swimmer development. Across each, the objective is the same: identify potential, create a deliberate path forward, and measure whether the process is working.
Kristin's focus is building better systems that give swimmers the opportunity to turn potential into action potential.
Josh Lowe
Coach Development & Training
Josh Lowe leads coach training and development for North Alabama Swim School, with responsibility for onboarding, instructional development, evaluation, and pool-deck quality.
He works with new and experienced instructors to translate curriculum, technical standards, and coaching principles into consistent instruction. Josh also supports swimmer development through direct coaching and technical skill work.
His work within Trajectory Performance helps connect swimmer assessments and development plans to what happens in practice. This combination of coach education and direct instruction helps ensure that the organization's systems are executed consistently where they matter most: on the pool deck.
Josh's focus is developing coaches who understand what they are teaching, why they are teaching it, and how to teach it well.
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Felipe Cortes
Vice President, Aquatics & Competitive Team Operations
Felipe Cortes leads aquatics and competitive swimming for North Alabama Swim School, with responsibility for instructional quality, coach development, swimmer progression, and competitive programming.
He oversees SafeSplash and SwimLabs technical programming, curriculum implementation, instructional standards, and the Safer Swimmer Promise. Felipe also develops new aquatic programs and services designed to extend swimmer development beyond traditional lessons.
His work includes the development of Elevate Aquatics and collaboration on community drowning-prevention and learn-to-swim initiatives. Across programs, he connects technical expertise with measurable standards for coaching and swimmer development.
Felipe's focus is creating better coaching, better measurement, and better outcomes for swimmers.
Logan Black
Aquatic & Operations Manager
Logan Black supports aquatics and daily operations for North Alabama Swim School, with responsibility for swimmer progression, instructional quality, and the systems used to track performance.
He works closely with aquatics leadership on the Safer Swimmer Promise, swimmer assessments, and outcome tracking. Logan also helps connect operational processes with what is happening on the pool deck so that swimmer development can be followed consistently over time.
Within Trajectory Performance, he conducts assessments and helps translate findings into individualized development plans. His role connects observation with action by establishing where a swimmer is today, identifying the next objective, and tracking progress toward it.
Logan's focus is making swimmer progress visible, measurable, and actionable.
Lori Daniel
People & Experience Advisor
Lori Daniel supports the employee and customer experience for North Alabama Swim School, with responsibility for recruiting support, onboarding coordination, customer service, and communication.
She serves as an early point of contact for prospective employees, conducting initial screening and coordinating candidates through the hiring process. Lori also supports the communication systems that connect families with the appropriate programs, services, and members of the team.
Her role helps bring consistency to the human side of the organization's operating systems. Whether the interaction involves a prospective employee, a current team member, or a family, the objective is a clear, responsive, and professional experience.
Lori's focus is ensuring that good systems are matched by good human interaction.