Norm VerMeulen

Head Coach – Michigan Lakeshore Aquatics

Email: [email protected]

In September 2025, Norm VerMeulen was named the seventh Head Coach in the history of Michigan Lakeshore Aquatics (MLA), bringing more than a decade of coaching experience and a proven record of athlete development and team success.

Prior to his appointment, Norm served as MLA’s Associate Head Coach from 2022 to 2025, where he played an instrumental role in the club’s continued growth and competitive achievements. During his tenure, he coached athletes to national-level standards, including qualifiers for USA Swimming’s Senior and Junior National Championships, Futures Championships, Speedo Sectionals, and the Michigan State Championships. Under his leadership, MLA swimmers consistently earned High Point Awards at state and zone meets—such as the Central Zone Championships—and helped secure multiple top-five team finishes at the Michigan Ultra Championships and the Michigan Age Group State Championships.

Norm’s impact extends beyond results in the pool. He has guided numerous swimmers to selection for USA Swimming’s Zone Select Camp, and many of his athletes have advanced to compete in collegiate programs across all divisions—NCAA Division I, II, III, and NAIA.

He rejoined MLA in 2020 after a successful tenure with Byron Center Aquatics and Byron Center High School from 2013 to 2019, where he served as Head Age Group Coach and Head Coach of the middle school teams. Norm began his coaching career at MLA in 2010 under Michigan coaching legend Don Kimble, laying the foundation for his long-standing commitment to athlete development and team excellence.

A proud alumnus of Grand Valley State University (Class of 2009), Norm competed as a member of the men’s water polo team. He is also a 2005 graduate of Holland High School, where he was part of the 2004 MHSAA Division I State Championship swim team.

Coaching Philosophy

Norm believes that the most successful athletes are built through a balance of technical mastery, personal accountability, and a genuine love for the sport. He is committed to fostering a positive and inclusive team culture where athletes are challenged to set ambitious goals, train with integrity, and grow both in and out of the water.

His coaching emphasizes long-term development over short-term results, preparing swimmers not only to excel in competition but also to carry forward the discipline, resilience, and teamwork learned through swimming into their lives beyond the pool.

Above all, Norm is passionate about creating a training environment where every athlete—regardless of age or ability—feels valued, supported, and inspired to reach their full potential.

Holly Morren

Swimming - Head Age Group Coach 

Holly Morren brings a wealth of competitive experience, coaching passion, and a proven track record of developing swimmers from aspiring age‑group athletes to high‑level competitors. As Head Age‑Group Coach at Michigan Lakeshore Aquatics, she draws from her own swimming success and years of mentoring swimmers at Byron Center, West Michigan Swimmers & Liquid Lightning to help every athlete reach their potential.

During her own swimming career Holly was one of the most decorated swimmers in Michigan high school swimming history as she was a member of 3 MHSAA State Championship teams & a 5 time All American all at Holland High School under West Michigan legend Don Kimble. Did you know? Holly & her brother Jeremiah are the only brother/sister duo in state history to win the same event (100 Free) in the same year at the MHSAA State Meet. She was also a frequent contributor at Junior Nationals for Michigan Lakeshore Aquatics & Byron Center Aquatics.

After her competitive swimming career, Holly transitioned into coaching, bringing her firsthand knowledge of racing, training, and athlete mindset to her coaching roles. At Byron Center (both in the club program and high school level), Holly has been involved in developing age‑group swimmers, instilling strong technique, racing discipline, and a love for the sport. Under her guidance, many swimmers have improved their personal bests, achieved qualifying times for regional, state, Sectional & National meets and built solid foundations that have allowed them to compete in all divisions at the college level.

Email: [email protected]

Ashley Shipps

Swimming - Assistant Coach

Email: [email protected]

Mike Daley

Masters Swimming - Head Coach

Email: [email protected]

Mike is a seasoned swim coach and self-described swim nerd with extensive knowledge of teaching, adult learning, training, and motivational techniques. His coaching philosophy focuses on developing superb technique to swim fast without injury. His coaching teaching focuses on quality and a belief that training more efficiently in practice results in racing faster in competition enabling athletes to reach their fitness and competitive goals and aspirations.

He is a competitive triathlete, including a three-time Ironman finisher and certified Ironman coach. He loves open-water swimming locally in the summer and internationally.

Mike is an avid traveler domestically and internationally with his Fabulous wife, Maureen. M & M especially delight in visiting their daughters Cara and Colleen, who live in Brooklyn and Morocco. M & M also relish hosting family and friends at their home on the south shore of Lake Macatawa.

Jennifer Sierra

Masters Swimming - Coach

Jen started her swimming career before she could walk. She was enrolled in swim lessons and started swimming competitively at age 6. She participated in age-group, USAS, high school and college swimming. She started coaching and teaching swim lessons at age 14. She was known for her technique clinics and stroke improvement methods through her private lessons.

She has taught swim lessons, directed stroke clinics, and coached age-group, middle school and high school swimming for more than 15 years. After taking a break from swimming to raise a family and explore other career opportunities including teaching, quality management and entrepreneurship, Jen is back in the pool coaching the dynamic master’s program.

Jen is also a swim parent. Her daughter is a swimmer for West Ottawa High School and is a lifeguard at the Holland Aquatic Center. You can find Jen swimming with our master’s team during the early morning practices and find her on deck coaching the mid-day practices.

Shanna Brack

Masters Swimming - Coach

Shanna grew up in the small town of Freeland, Michigan whose high school did not have a competitive swim program. However, that didn’t stop her from finding ways to spend as much time as possible in the water ~ trips to the local community college pool with her father, long hours in her backyard pool, and various excursions to lakes and oceans with her family and friends.

The love of being in the water grew when her journey took her to Holland, where she joined the Master’s program at the Holland Aquatic Center and took an adult swim class. She improved her freestyle technique through that program and patient instruction and subsequently participated in open water events. She has just started her journey as a coach but is very excited and eager to help others enjoy and relax in the water as much as she does.

Shanna is a homeschooling mother to three: Barend, Juniper, and Tiller, and wife to an amazing and patient husband, Travis, of 22 years.

Jennica McCoy

Masters Swimming - Coach

Jennica is a Holland native who started her passion for the pool sitting at her mom’s feet in the press box at West Ottawa.  She started swimming competitively when she was 7 and continued through high school.  In middle school, she found a passion for water polo and played through high school and at Colorado State University. 

After college, she spent several years supporting her husband as they moved around for the military.  When he retired, they moved back to Holland where she found the masters' team.  Recently she has taken an interest in open water swimming and joining the team at local area lakes.  Jennica started coaching when she was in high school and is a USA swimming certified coach.  Jennica can be found in the water at morning masters’ practices or filling in coaching when needed. 

When she's not in the water herself, she can be found supporting her kids as they find their own swimming path.  Outside of the pool, Jennica loves spending time with her husband and her homeschooling four kids.  She can be found hiking, biking, going to the beach or doing anything outside… even yard work.