Comment: Among the various scare tactics in the battle over swimsuits that took place at the FINA Congress in Rome in 2009, was the famous “line” that removing the plastic bag suits would drive companies into bankruptcy and out of the swimsuit business. 

In the first round of approvals, post the Rome decision to return to a sensible suit profile and textile fabric, 17 companies submitted suits. This year, in the second season of new rules that imposed a ban on non-textile suits and the bodysuit cut, we have 39 companies with suit designs and new suits.

Rather than drive the companies OUT, we have companies coming IN, because the swimsuit rules are now reasonable and most importantly from the perspective of the companies, PREDICTABLE. Hence it is profitable once again to manufacture swimsuits, knowing that your work will not be superceded by another company with today's newest “miracle suit”. 

We were also told that companies would have fewer dollars to spend on athletes to come into their stable of sponsored athletes. While no definitive survey exists, a study of advertising suggests that that too, is bogus. In point of fact, MORE athletes are now being sponsored by more companies. 

Soon we’ll begin to hear about at least one company wanting to change the rules again, to cover the breasts of men. Someone needs to tell them that men’s breasts have never needed covering, and indeed, some spectators actually enjoy looking at men’s chests. Imagine that. One of the “lines” that will be handed out  is that we are denying men “marketing opportunities” that are available to women.  Please.  I do not believe that Messrs. Lochte and Phelps are being denied any opportunities available to Ms. Coughlin or Ms. Beisel in this area. 

Another “line” will be that then we’ll have “equality” of suits for men and women. 

Again, Please.  When men and women have the same bodies, we should consider that. I hope it will be multiple centuries off. 

John Leonard is Executive Director of the American Swimming Coaches Association