We initiate a systematic study of four dimensional mathcal{N} = 2 superconformal field theories (SCFTs) based on the analysis of their Coulomb branch geometries. Because these SCFTs are not uniquely characterized by their scale-invariant Coulomb branch geometries we also need information on their deformations. We construct all inequivalent such deformations preserving mathcal{N} = 2 supersymmetry and additional physical consistency conditions in the rank 1 case. These not only include all the ones previously predicted by S-duality, but also 16 additional deformations satisfying all the known mathcal{N} = 2 low energy consistency conditions. All but two of these additonal deformations have recently been identified with new rank 1 SCFTs; these identifications are briefly reviewed.Some novel ingredients which are important for this study include: a discussion of RG-flows in the presence of a moduli space of vacua; a classification of local mathcal{N} = 2 supersymmetry-preserving deformations of unitary mathcal{N} = 2 SCFTs; and an analysis of charge normalizations and the Dirac quantization condition on Coulomb branches.This paper is the first in a series of three. The second paper [1] gives the details of the explicit construction of the Coulomb branch geometries discussed here, while the third [2] discusses the computation of central charges of the associated SCFTs.