About Us

Our Story

About Us: Mason's daughter and friends with their first ribbons SwimTopia was originally created in 2010 by Mason Hale after he was recruited to be the “computer guy” for his kids swim team. Mason was astonished to discover how time-consuming and hard running a swim team really was. Disappointed by available solutions, he was determined to save time and frustration for himself and others. Born from Summer League swimming roots, SwimTopia was designed to be intuitive and easy-to-use.

By making their jobs easier, our goal is to make volunteers easier to recruit and retain. We believe swim team participation should be less work and more fun for everyone involved.

Our Team

Mason Hale

CEO & Founder

Mason has been leading teams creating innovative software products for more than 20 years. He was Chief Technology Officer at OneSpot and Chief Technologist at Frog Design, where he created web and software solutions for clients including Microsoft, HP, Dell, Motorola, SAP, Disney and T-Mobile (among others). Mason was a year-round swimmer and captain of his high school swim team and was an active volunteer for his neighborhood summer league swim team for 15 years.

Elli Overton

Director, Sales & Marketing

Elli is a three-time Australian Olympic Swimmer, and graduate of the Haas School of Business at UC Berkeley. In the years prior to joining SwimTopia, she ran her own business providing swim instruction to adults and kids and coached summer league swimming for 4 seasons. Elli authored a children’s book for young swimmers called Jay’s Swimming Journey. She also volunteered as Meet Director and Merchandise Coordinator for her kids’ summer swim team.

Tracy Nelson

Director, Customer Success

At SwimTopia Tracy combines her previous experience as a business owner, manager, and consultant with her love of swimming. Helping ensure the success of SwimTopia’s customers, Tracy oversees the Customer Happiness team and Help Center, and is instrumental in onboarding and training customers. Tracy also coaches both summer and year-round swimming, and has been a swim mom and volunteer for 15 years. Tracy has supported her daughter’s progression from summer swimming in kinder to NCAA swimming today.

Chris Bonser

VP, Engineering

Chris loves leading teams to build software which delights its users. He discovered his affinity for code while creating software for semiconductor test equipment. He has been the solo developer for shoestring budget startups and the project lead for multi-million dollar projects at a Fortune 500 company. Chris is a former collegiate swimmer who still holds his high school 100 Butterfly record. He volunteers as a stroke and turn judge for his kid’s summer league team.