As a relative outsider to USMS (a paid member, but not involved in meets or masters club), I wish USMS would be more prominent in my Y program. There is a white board on deck with the "masters" workout of the week, but when I talk with fellow lap swimmers who swim for longer than 10 minutes, they have never heard of USMS and don't see the point in it. Perhaps they aren't into the challenges and just swim for relaxation, but the Y "masters" programs are a perfect place to "advertise" the pros of being a more cohesive group, or at least be notifed that there is more to swimming than endless laps in a bandaid filled, overheated pool.