Swim Up Hill Expands “All Roads Lead to LA28” Campaign with Yearlong Program Launch at Charlie’s Place in Kalamazoo, Michigan
Powered by brands like STEEZY and Aqua by Dolfino, this public-private initiative brings free swim lessons, local jobs, and civic pride to Kalamazoo, all under Swim Up Hill’s national Olympic campaign
Kalamazoo, Michigan - Swim Up Hill, the nonprofit redefining equity in swimming, is making waves in the Midwest. As part of its national All Roads Lead to LA28 campaign, the organization has officially launched a yearlong municipal swim program at Charlie’s Place in Kalamazoo, Michigan, turning a city facility into a hub for youth empowerment, job creation, and Olympic legacy-building.
Charlie’s Place in Kalamazoo, now home to Swim Up Hill’s yearlong program and Olympic legacy initiative.
Fueled by support from community partners, private donors, and socially minded brands, the initiative provides free swim lessons and aquatic education for over 100 local youth, while training and employing more than six instructors from the area. The project also includes over two pallets of gear donated by Aqua by Dolfino and features filmed storytelling campaigns in collaboration with SwimAppeal and Discovery Kalamazoo.
“This partnership is a living example of what happens when vision meets collaboration,” said Jamal Hill, Paralympic medalist and CEO of Swim Up Hill. “From Kalamazoo to LA, we’re proving that water is a tool for transformation, one city at a time.”
Backed by apparel brand STEEZY and the Frink donor family, the launch cements Kalamazoo as the latest stop on a national roadmap that is turning Olympic momentum into real, local change. From lifeguard certification to after-school swim access, the partnership shows how public-private collaboration can build long-term, city-based social infrastructure.
“With this support from Swim Up Hill and our local partners, we’re not just running a swim program, we’re empowering a community,” said a representative from Charlie’s Place.
The timing aligns with a city-wide summer kickoff and upcoming feature content highlighting Kalamazoo’s local gems, including the Air Zoo, historic downtown, and its deep civic pride. It’s not just about learning to swim. It’s about making sure the road to LA28 starts in places like Kalamazoo.
The Air Zoo, one of Kalamazoo’s celebrated landmarks featured in Swim Up Hill’s storytelling campaign.
Program Highlights
This yearlong program will serve over 100 local youth through free swim lessons while training and employing more than six instructors from the Kalamazoo area. With over two pallets of gear donated by Aqua by Dolfino, Charlie’s Place will become a year-round access point for community-first aquatic programming, setting a new standard for what public-private swim equity can look like.
How to Get Involved
Supporters can help expand the campaign by sponsoring additional city-based swim initiatives, donating gear or funds, or contributing volunteer hours. Municipal leaders are also invited to join the All Roads Lead to LA28 movement, bringing Olympic legacy and water equity to their own communities.
MEDIA CONTACT:
pr@swimuphill.com
