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  "documentTitle": "McKinsey Evolving USSAs Alpine Domestic Development System in Partnership with Clubs",
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      "text": "Limited awareness of USSA value to parents/athletes; 91% of members do not use MyUSSA benefits.",
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      "text": "Coaches see little value in certification; Need support beyond theory; Requirement for officials to pay to volunteer feels unfair.",
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      "text": "Want more boots on the ground; SkillsQuest viewed favorably (89%) but implementation is hard; Value of membership/fees unclear; Awareness of Club Development is low.",
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      "text": "Clubs' most critical needs include: Procuring hill space, Finding good coaches, Attracting athletes, Costs to families, 58% feel USSA ignores needs, USSA rules increase costs/complexity.",
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      "text": "As a parent, I've never heard from USSA.",
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      "text": "The biggest thing keeping me up at night is education of [my] coaches.",
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      "text": "We need people on the ground at the clubs on a regular basis sitting down with their base, reviewing protocols, identification models, etc.",
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      "kind": "quote",
      "text": "We lose our best kids today to hockey; and that’s in a ski town!",
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