Athlete marketing and the future of world swimming is the focus of Wednesday's edition of The Morning Swim Show.

Host Peter Busch brings us two interviews from experts talking about what is in store for the future of swimming. Swimming World senior writer John Lohn talks about what USA Swimming should have done immediately after the Olympics to keep their top swimmers in the public eye. He suggested another meet in the United States, and even if the swimmers aren't in peak form, it would provide great visibility. Lohn also analyzes what we could expect from Dara Torres, Hayley McGregory, Bobby Bollier, Nick Thoman and Cate Campbell.

Sports agent Gregg Clifton, who represents professional baseball players, said Michael Phelps and his team have done a great job keeping him marketable. He also said Dara Torres will be a great asset to the sport of swimming. He said Phelps should latch on to a company who can draw out a marketable four-year plan leading up to Phelps' appearance at the 2012 Olympics.