Where Sisterhood Wears the Crown

Today, Swimsuit USA International stands as one of the most recognized women’s empowerment platforms in the modeling world—a vibrant mix of competition, mentorship, and community. Under the steady vision of Kathy Wheatley, what began as a single idea has evolved into a global family. Across continents, contestants arrive not just to wear a crown but to find confidence, friendships, and opportunity. “It’s more than a pageant,” Kathy says. “It’s a sisterhood.”

From the outside, SUSA dazzles: sunlit resort stages, photo shoots along turquoise beaches, elegant finales in Mexico or the Caribbean. Yet beyond the spectacle lies its true purpose: to create pathways for women to grow. Contestants gain exposure, professional guidance, and experience that translate into careers in modeling, television, and business. The organization’s culture of support keeps many alumni returning as mentors, judges, or partners, transforming competition into continuity. For Kathy, this sense of family is what defines success.

“Watching these women evolve, seeing how they carry themselves into the world—that’s what keeps me doing this.”

From Stage Lights to Strategy

Kathy Wheatley knows every layer of the industry because she’s lived it from both sides of the camera. Before becoming the architect of Swimsuit USA, she was Miss Texas Petite, learning firsthand what it means to stand on stage and be judged not only for appearance but for poise and confidence. That early experience revealed how powerful pageantry could be when used as a tool for growth rather than mere display.

She carried that insight into production. In 1991, Kathy launched Elite Productions and Tropic Events, companies focused on large-scale promotions, sponsorships, and national model searches. Those ventures taught her the mechanics of the industry: negotiating contracts, building partnerships, orchestrating logistics, but also the human side—how to keep a team motivated under pressure. Her reputation for precision and warmth soon made her a go-to director in the pageant circuit.

That credibility culminated in her long tenure with Miss Hawaiian Tropic Texas, where she guided her contestants to an unprecedented thirteen national and international titles. It was proof that her system worked: discipline balanced with empathy, ambition paired with mentorship. Yet when that franchise closed in her region, she saw not an ending but an opening.

The Birth of Swimsuit USA

In 2009, Kathy founded Swimsuit USA International, determined to design something that reflected her values. She envisioned a platform that celebrated beauty, yes, but also resilience, professionalism, and the joy of collaboration. “I wanted women to walk away with tools, not just trophies,” she explains.

From the start, SUSA had global ambition. Regional qualifiers now span the United States, Latin America, Europe, Africa, and Australia, leading to finals hosted at destination resorts that double as celebrations of culture and travel. Kathy’s hands-on leadership keeps every detail aligned, from staging and photography to sponsorship and branding. On her Instagram, she often shares behind-the-scenes glimpses: long production days, rehearsal energy, and moments of laughter that show how the business of pageantry is also an art of people.

What distinguishes SUSA is tone. It doesn’t chase shock or spectacle; it builds sustainability. The brand thrives on authenticity and consistency. Sponsors and former contestants return year after year because the environment feels safe, creative, and purposeful. Kathy insists that empowerment only matters when it’s lived daily through professionalism, respect, and genuine mentorship.

Beyond the Crown

Fifteen years on, Swimsuit USA has grown into a movement that stretches well past its stages. Winners collaborate with fashion houses, travel brands, and philanthropic projects. Many speak about the confidence they gained more than the title they won. That, Kathy believes, is the real victory. Her philosophy has remained unchanged since day one: success isn’t the size of the audience but the strength of the community. Under her direction, SUSA continues to prove that beauty and ambition can coexist, and that when women support one another, crowns become secondary to connection.

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