Ever wonder how the most successful sports facility managers do it?

They seem to keep their fields and courts booked, memberships growing and operations humming without breaking a sweat.

Is it luck, or is there a system that sets them apart?

The youth sports industry is booming. This market, valued at $50 billion in 2024, is forecast to reach $114 billion by 2032. Still, sports facility managers face mounting challenges of rising costs, increased competition and persistently thin margins.

In a business where every dollar counts, thriving requires more than hard work. It takes smart, systematic sports facility management—habits that optimize usage, streamline operations and turn missed opportunities into predictable profit.

To help you meet the challenge, let’s reveal the playbook of high-performing sports facility managers and learn five habits to plug revenue leaks, create new income streams and turn small wins into long-term success.

1. Streamline operations

Many facilities juggle spreadsheets and a patchwork of apps. It may feel familiar using multiple tools to manage bookings, payments and communications.

But the cracks in that system widen as staff become overwhelmed by administrative tasks instead of focusing on members and programming.

This is where all-in-one sports facility management software shines. It combines scheduling, payments, memberships and communications in one place.

These solutions act as an operations command center. One dashboard tracks bookings, billing, staff, resources and engagement. No more switching tabs or bouncing between disconnected apps. Comprehensive solutions reduce errors, save time and improve coordination across your team.

What you can learn from this: Let all-in-one software replace siloed apps. You’ll automate workflows and free up staff for high-value activities, such as enhancing customer experiences and driving growth.

2. Optimize space

Every square foot of your facility should be earning.

Successful managers run back-to-back programs with minimal buffer time and offer special programming to fill traditionally slow periods. They also employ multi-use strategies: a court that hosts youth leagues by day may hold adult pickleball or fitness classes at night.

Another best practice is split-space arrangements. Modern sports facility management software enables you to divide an underused resource into multiple concurrent sessions. For example, break up a turf field into two half-field rentals for training sessions and manage it all through one interface.

What you can learn from this: Treat underused areas as revenue leaks and get strategic about how you fill them.

3. Boost usage the easy way

Unlike optimizing space layout, this habit focuses on filling every time slot.

Cancellations are a standard time and profit leak, but they don’t need to be.

Successful managers let automation eliminate dozens of back-and-forth phone calls daily. Auto-waitlists, real-time alerts and self-serve online booking handle cancellations, keeping your sessions booked and your members satisfied.

What you can learn from this: Use technology to fill gaps and improve customer experiences. You’ll boost efficiency and turn missed opportunities into steady income.

4. Simplify scheduling

Tired of last-minute changes upending your schedules?

Picture this: It’s Tuesday night, and storm warnings force you to reschedule practice on eight baseball fields. Calling hundreds of families at the last minute isn’t realistic.

Fortunately, sports facility management software solves this headache fast. Drag-and-drop tools let you rebuild schedules in minutes. Auto-conflict checkers prevent double bookings, and real-time text alerts keep everyone in the loop.

Scheduling software makes life easy for members, too. With mobile booking, users can register in less than a minute. Smart filters help them find the right class, time, and instructor, and the software remembers their preferences for next time.

What you can learn from this: Let technology lend a hand so your team can stay focused on delivering great experiences.

5. Make the most of data

One facility’s new reporting tool revealed that drop-in users weren’t converting to memberships. With that information, the manager launched a targeted promotion that quickly turned casual visitors into members.

Many facilities miss opportunities like this because they don’t track customer behavior, field/court usage or program performance. Without visibility, underperforming time slots and early signs of churn go unnoticed.

By contrast, savvy managers rely on data to make timely decisions. For example, they use forecasting tools to anticipate slow periods. Then, they introduce exciting new programs and special pricing before revenue starts to dip.

What you can learn from this: Use reporting tools to monitor performance and predict trends. With the right data, you can be more strategic about new income streams.

Make success a habit

Running a profitable business isn’t about working longer hours or chasing trends. The most successful sports facility managers adopt proven habits that plug profit leaks and drive more revenue.

Programs, pricing and people are all key ingredients in a facility’s success. But without the right systems in place, even the best-run operations can fall short. Tools like real-time scheduling, automated waitlists and data analytics not only save time; they also streamline operations and help you make smarter decisions daily.

Start with one or two of the habits described above and tailor them to fit your needs. When smart systems power good habits, success isn’t just possible — it becomes a predictable next step.

Billy Becher is founder of Playbook365, a leading event housing and tournament software provider. The technology offers tournament, club and facility management solutions. To date, it has powered more than 61,000 events for more than 1 million teams and contracted more than 21 million hotel room nights. Playbook365 is part of Travel + Leisure Co. (NYSE:TNL), the world’s leading membership and leisure travel company.

The youth sports industry was estimated at $37.5 billion worldwide in 2022 and is expected to grow at a compound annual growth rate of 9.2% until 2030. The number of youth sports-related events is increasing yearly and attendance is soaring. Event organizers are managing more fields and courts to accommodate thousands of young athletes and their families arriving in destinations every weekend.

As sports tourism grows, so do group housing needs. Many organizers are turning to third-party housing companies to ease the load. Housing companies help event organizers find and manage hotel needs for their events. Once contracted, they work with teams to manage hotel blocks, oversee compliance with stay-to-play policies and handle all customer service from parents and coaches.

If you’re thinking of working with a housing company, consider these best practices below to build a successful partnership that boosts profits and enhances the experience for players and their families.

Maximize revenue and savings: Effective housing companies have a background in hospitality and understand hotel contracts. They’re well-equipped to negotiate favorable room rates, concessions, and numerous other extras. Many event organizers miss opportunities to increase revenue and cut costs because they lack the time or bargaining power to secure better deals. Let your housing partner handle the details of hotel negotiations. Better rates and concessions drive bigger crowds to your events.

Push for proximity. Experienced housing companies have vast databases with family-friendly hotels near sports venues. Proximity means a smoother, more enjoyable experience for your players and fans.

Improve outcomes. Ask your housing company to track performance throughout the event lifecycle. Are families booking within the team block? Is housing on pace to achieve your goals? Do you need to add rooms to accommodate more teams? Let real-time data reveal potential issues and adjust on the fly to enhance event outcomes.

Prove economic impact. Your housing partner will provide a room pick-up report after each event. Use it to show economic impact and gain destination support for future events.

Ditch the back-and-forth. Managing team blocks and locking in room rates require  phone calls, emails and texts with hotels. Skip the back-and-forth and let your housing company handle the logistics.

Manage compliance. Do you have traveling team policy? Your housing company is equipped to manage compliance requirements. A great partner puts tremendous effort into matching room blocks with team lists and tracking reservations. The result? You save time and grow reservation capture.

Reduce risk. Anything can happen in sports, from injuries to bad weather. Housing companies know what to negotiate to mitigate or avoid stiff attrition and cancellation fees.

Maintain rate integrity. Housing companies work to guarantee the lowest available rate in hotel contracts. If a family finds a better offer, let your housing partner know. Good travel planners go back to the hotel to secure the best possible deal.

Present options. Some families prefer premium accommodations, while others insist on budgetfriendly rates. Ask your housing company to provide options. You’ll increase participation and customer satisfaction.

Make it easy. Empower parents to book faster with an intuitive booking platform they can use anytime, anywhere.

Streamline operations. With sports travel booming, the volume of housing requires professional organizations that have robust technology. You want a partner with tools to manage group blocks and provide hotels with real-time reservation data. Keep attendees and hotel partners happy with seamless check-ins.

Win with service. Families today are dealing with a lot, causing some to change plans and shorten or cancel their stays. As a result, teams must add or remove players from rosters, sometimes at the last minute. Attendees need customer service to answer their questions and ensure everything runs smoothly.

Other families extend their stays and turn sports events into fun getaways. They expect the same level of service during the event that they receive on vacation. Event organizers know it’s the experience that brings families back year after year. That commitment to service defines and grows their tournament business. Housing companies are in the business of customer service. Clearly define your vision so they check all the boxes on exceptional customer care.

Open communications, ease, and service are essential for successful partnerships. As sports tourism grows, so do group housing needs. If you outsource event housing management, consider these best practices. They’ll help you move faster and generate more revenue. Plus, you’ll deliver incredible experiences that make teams and families thrilled to come back.

As president of EventPipe, Mike Mason works with many third-party housing companies. EventPipe is a provider of event housing management software. The platform simplifies group housing throughout the event lifecycle, from room block management and RFP tools to fan housing, analytics, and reporting.

Youth sports organizations are cornerstones of many communities. However, a dark side lurks within some organizations with financial misconduct by those entrusted with funds. Recent cases underscore how common this is:

• The former president and treasurer of a youth baseball league faced charges of embezzlement and money laundering
• Three soccer league organizers were accused of stealing more than $47,000 between 2018 and 2022
• Two major instances of embezzlement cost the Jr. 49ers $256,000 and a New Jersey youth soccer league over $91,000.

These cases highlight a lack of background screening for leadership positions. This financial exploitation depletes resources meant for young athletes and erodes the trust of parents and the community. Comprehensive background screening is a powerful tool to mitigate this risk.

Parents put their trust in the people who coach and organize their children’s sports teams. The thought that these adults might misuse that trust is something no parent wants to confront. Youth sports organizations often handle significant sums of money in registration fees, equipment costs and fundraising proceeds. Background checks can unearth red flags such as past charges for fraud, embezzlement or theft. Identifying such patterns of unethical behavior allows organizations to make informed decisions about who holds the purse strings.

The benefits of background screening extend beyond protecting finances. Multiple people in youth sports have direct contact with the kids including coaches, referees, bus drivers and volunteers. Implementing background checks specific to each state and organization adds a layer of protection for participants.

A thorough screening process demonstrates the organization’s commitment to transparency and accountability, fostering a sense of security and trust within the community. Here’s a closer look at what a background screening process for youth sports should entail;

• National Criminal Database Search: This checks for convictions across a vast database, providing a nationwide perspective on an individual’s criminal history.
• SSN Verification and Address History: This confirms a person’s identity and allows for a more comprehensive search by tracing potential aliases and uncovering discrepancies.
• National Sex Offender Search: This checks national registries to identify individuals convicted of sex offenses.
• Checking Alias Names: People may use aliases for various reasons. This step helps ensure a thorough search by looking for criminal records under any names a person may have used.
• County and Statewide Criminal Court Searches: National databases offer a broad view, but local searches can uncover misdemeanors and other charges that might not be included in a national search.
• Social Media Screening: While legal considerations exist, some organizations include social media checks to look for patterns of concerning behavior or potential red flags.
• Real-time Continuous Monitoring: This advanced service provides ongoing checks for criminal activity, ensuring the safety net remains strong even after the initial screening.

The need for stricter background screening in youth sports is gaining traction. By implementing a well-designed background screening process, youth sports organizations can make a significant stride in creating a safe and positive environment for young athletes. Organizations benefit from reduced financial risk and increased community trust. Parents gain peace of mind knowing their children are in a safe and responsible environment.

Many resources are available to youth sports organizations seeking to implement effective background screening programs. Experienced screening partners offering robust screening services can provide the in-depth education and support organizations need to create and execute a comprehensive and effective screening program. These experts can help guide organizations in creating solutions to fit its specific needs and budget, ensuring a balance between thoroughness and affordability.

The financial well–being of youth sports organizations is paramount to their ability to serve their communities. By prioritizing robust background screening for leadership positions, organizations can protect their finances, build trust with parents, and ensure that youth sports organizations remain bastions of positive development, free from financial misconduct.

Ryan Carter has been with Protect Youth Sports for 17 years, starting when the company had less than 1,000 clients. Protect Youth Sports works as a provider of background screening and protection solutions for youth sports organizations in the United States.

Whether it is a cornhole championship, esports fighting game tournament, pickleball, archery, billiards or surfing competition, paying out prize money to winners is not what tournament organizers most look forward to after putting on a major event or tournament. However, how quickly the players get paid is of utmost importance. No one wants to be blasted with competitor complaints about not getting paid. And event organizers want to comply with any financial and tax regulations to avoid costly fees, penalties and interest for non-compliance. Here are five things that can simplify prize payouts.

Simplify the Onboarding Process for the Winners: Prize winners don’t want to spend more than a few minutes onboarding onto your payment system, so filling out tax forms and providing personal information needed to receive payments must be straightforward and easy. Further, if someone has a question or needs help onboarding, they want to be able to pick up the phone, submit a support ticket, or send an email with the ability to engage a real person. A simple and quick payment process will build trust and loyalty with your participants.

Prevent Fraud & Adhere to Regulatory Requirements: Have you heard of the concept of check-washing? It’s a real thing in prize payouts: someone adding in an extra 0 and committing fraud. Even something as simple as someone not cashing in their check can lead to a mismatch on your balance sheet. Regulatory requirements are always changing and to be compliant, you need to make sure you are following the latest rules and financial regulations. Verifying identity and following the Know Your Customer and Anti- Money Laundering regulatory process is also paramount and something that can be streamlined and/or automated.

Automate Tax Information Collection, Reporting and Filing: Correctly collecting tax information can be a challenge in international prize money payouts, where many countries may tax prize money winnings. Tournament organizers might not be aware of the necessary withholding requirements and exceptions for international players and without using an automated platform that does this on your behalf, it can be a time-consuming task to manually collect tax forms and information. There are also penalties and legal repercussions if you don’t correctly handle tax information collection, reporting and filing. Getting winners paid in the easiest and most compliant way should always be top of mind.

Offer Multiple Payment Methods for Winners: Offering multiple, convenient and easy payment methods for your winners is a necessity. Gone are the days of cutting a check or offering one payment option when multiple fast, digital payments are available. It is important to provide customized solutions and a concierge service that can tailor payment methods to accommodate the preferences of all payees in the methods and currencies that they can receive. Today, prize winners require payment choice and speed and different individuals prefer various payment methods to receive their prize winnings. Event organizers are going to fall behind and not provide an optimal experience if they don’t offer options to those receiving prize money.

Use an Optimized Banking Network to Provide a Global Solution:  Optimizing payment routes and ensuring that your winners receive the money in the currency they chose with the best conversion exchange rates is another strategy to implement, especially if your events and tournaments are global. Having an optimized global banking network with efficient payment routes will save time and money. Finally, as a tournament organizer, use a global payments platform with established payment routes and methods to minimize payment fees and expedite processing times for your prize money payments.”

Han Park is the chief executive officer of Payment Labs, a payment platform that empowers companies to issue quick and compliant payments to anyone, anywhere. The company has processed over $20 million in prize payments. Prior to Payment Labs, he was President of Turtle Entertainment America, a subsidiary of ESL Gaming.

Editor’s Note: FIFA will soon reveal its schedule for the 2026 World Cup in North America including a host city for the World Cup final, a race largely seen as between Dallas and NY/NJ. Below, Monica Paul of the Dallas Sports Commission makes her case for why Dallas should be the pick.

My enthusiasm, excitement and optimism remain the foundation of my belief that Dallas will shine in the global spotlight of FIFA World Cup 26. Dallas’ once-in-a-generation opportunity is creating a lasting and positive legacy for North Texas through the world’s most popular sport while showcasing the world’s greatest venue, AT&T Stadium, on the globe’s greatest stage. The world-class stadium is one of five reasons I believe Dallas is the ideal location to host the 2026 FIFA World Cup Final.

AT&T Stadium: Home of the NFL’s Dallas Cowboys, AT&T Stadium has established itself as one of the premier sports venues in the world, supplying first-class amenities and atmosphere. With abundant seat and suite offerings, AT&T Stadium has the ability to expand its capacity to over 90,000 fans. Massive and modern, AT&T Stadium’s climate-controlled, retractable roof prevents potential weather and heat issues when the FIFA World Cup Final is played on July 19, 2026. Adding to its allure, AT&T Stadium is located next to the Texas Live! entertainment district, Globe Life Field and Choctaw Stadium, which can combine to host an additional 100,000 people to participate in the World Cup experience at watch parties, concerts and fan-festivals.

Dallas Fort Worth International Airport: With over 73 million passengers passing through its terminals in 2022, Dallas Fort Worth International Airport stands as the world’s second busiest commercial airport. The traffic volume underscores the growth of the region and establishes DFW status as a top global hub prepared to accommodate large crowds and support the influx of tourists and fans flocking to the area. With its world-class airport and centralized location in the United States, Dallas is globally accessible, making it an ideal location to host the 2026 World Cup Final.

Big-Event Experience: Dallas is a thriving and electric sports community, establishing itself as a destination location for world-class events, including World Cup games in 1994, Super Bowl XLV in 2011 and the Final Four in 2014. Since its inception 10 years ago, the Dallas Sports Commission has secured major sporting events for the region, including the College Football Playoff National Championship in 2015, the NFL and NHL Drafts in 2018, WrestleMania in 2016 and 2022, and a pair of NCAA Women’s Final Fours in 2017 and 2023. With over 18.9 million viewers, the 2023 Women’s Final Four is the most-watched women’s college sporting event in history. Overall, since 2014, the Dallas Sports Commission has recruited and hosted over 570 events with more than 8.1 million attendees and an economic impact surpassing $4.3 billion.

Passionate Youth Soccer Community: The Dallas area is home to some of the best youth soccer programs in the nation, creating the foundation for a thriving and growing soccer community. Recognized as the best in the nation, FC Dallas Youth player development program allows young players to receive elite training opportunities from the FC Dallas coaching and front office staff. North Texas remains a hotbed for great soccer players and numerous nationally recognized club teams, including Solar Soccer Club, Dallas Texans and Sting Soccer Club, providing top-notch coaching and competitive teams that contend for titles in state, regional and national tournaments. The programs add to the growing fandom of soccer fans across the region.

Strong Economy: Dallas has set itself apart from other markets with a strong economy, a thriving business sector, a booming real estate market, and a low cost of living that make it an attractive destination for businesses and tourists alike. Named America’s top market for sports business by the Sports Business Journal, Dallas finished ahead of both New York City and Los Angeles for the honor. The city’s strong economy means that businesses, hotels, and other services are prepared to accommodate the influx of international tourists associated with the 2026 World Cup Final.

As the executive director for the Dallas Sports Commission, Monica Paul plays an essential role in implementing bid strategies and marketing programs that enhance Dallas’ acquisition of sports competitions and events, including solicitation of Olympic, professional, collegiate and amateur sports. Prior to joining Visit Dallas in 2008, Paul was the associate director of events at USA Volleyball, where she oversaw the international events for the USA Women’s and Men’s National Teams and served as director of competition for the 2007 National Senior Games in Louisville, Kentucky. Before that, Paul served as director of international and domestic events for USA Taekwondo, and director of events, marketing and sponsorships for the Junior Volleyball Association of Austin.

Locker rooms have evolved to serve a purpose greater than giving athletes a space to change — they now act as hubs of activity, preparation and relaxation. These spaces can create a multipurpose environment that becomes an extension of a building’s synergy rather than an afterthought in the design process. Designers are increasingly looking toward innovative approaches to such projects, focusing on enhancing privacy, diversifying purpose and setting a tone through aesthetics.

Understanding the Purpose of Privacy

Each locker room user requires different levels of privacy. From an athletic standpoint, that often means creating spaces that are distinct for athletes and staff, including coaches and non-coaches. It is crucial for designers to take these needs into account when approaching these environments and develop solutions that can be utilized in tandem with larger, open communal spaces, such as single stall changing rooms. An additional consideration arises with media access to locker rooms. When adding this factor in, the layout must be mindful of allocating open, more public-facing areas where cameras may be permitted in conjunction with secluded areas for athletes.

For multipurpose arenas and stadiums, designers must also be conscious of building visiting locker rooms that are flexible enough to handle teams from different sports. These spaces may serve a double purpose as green rooms for talent that may come to the facility such as speakers, concerts, etc. These varying degrees of privacy demands make adaptable interiors integral to establishing user-friendly locker rooms that feel efficient for every occasion.

Creating Multiple Touchpoints

Locker rooms no longer exist within one confined zone. Instead, many designers are opting to incorporate amenities throughout the space, maximizing circulation and limiting traffic. Each area is designated for a particular purpose — one may be a wall of day lockers for athletes who need to store their keys and phone before practice, while another may feature showers and partial walls for those who need more amenities to prep or cool down. While designers are implementing this strategy, it is crucial to always have the “traditional” wet and dry area locker rooms to serve as a centralized resting point.

Adjacently, training rooms have a direct relationship with locker room environments. The main goal in designing a training room is to meet the needs of training staff by facilitating a flow of treatment in the space. This can materialize through a nutrition station consisting of a sink, shelves for protein bars, fruit, or shelf stable items, cabinets, blenders for smoothies and refrigerators for the athletes to store their own snacks and drinks.

Aesthetics for Every Mood

Locker rooms serve many purposes for athletes. Thus, these environments must be flexible and multipurpose to meet the needs of every unique situation. Designers are increasingly utilizing a spa-like approach for locker rooms, building spaces for athletes that incorporate elements such as glass shower doors, trough sinks and higher partitions to put users at ease. On the other hand, if a more energized environment is needed, locker rooms may be equipped with dynamic, customizable lighting. Color changing lights can uplift a space with team colors or be dimmed in order to enhance focus. Nevertheless, lighting is a key element of locker room design that can make or break a space.

Keep it on Brand

When it comes to designing for athletics, spaces should be reflective of the team, eliciting feelings of pride that will carry out onto the court or field. There are a number of considerations to be had in this regard, including finding fun ways to incorporate nods to the brand throughout, whether subtly, such as embossed seats or lockers, or bold and loud, like showcasing the team logo on the floor or ceiling. Moody Nolan’s Experiential Design Studio employed this concept when designing for The Ohio State University’s Covelli Center as well as Alabama A&M University’s Event Center, utilizing school spirit as a central element to the design.

Given the dynamic nature of athletics, it is important to create branding elements that are flexible, giving them the ability to evolve over time alongside the team itself. For example, if you have a graphic displaying championships won, it should have the capability to be added to over time. One of the best ways to tackle this challenge is by incorporating historical elements or a timeline, paying homage to the history of the team and encouraging the players to bring that legacy with them. In the same realm, when designing showcases, it’s important to find the right balance between designating enough room for future trophies and awards while avoiding making the case look empty. Designers must also take into consideration that not all trophies are the same size, introducing the challenge of establishing a sense of scale within the case to ensure that trophies don’t look out of place due to size.

Capturing the Essence

Overall, locker rooms now encapsulate the essence of every athlete, setting them up for success, whether it’s practice, training or the championship game. Though their impact may feel limited, locker rooms leave a lasting impression on each user, ranging from aiding in retention by influencing collegiate athletes in choosing a school to prepping teams for championship-winning performances.

Cassandra Bukowski is a senior project architect for Moody Nolan. She has been with the firm for nearly 14 years and is a graduate of The Ohio State University, having worked on renovations and additions to collegiate recreation centers with over $470 million worth of construction.

Movements for change are driven by a leader, usually many leaders, who have a vision. Being such a leader and catalyst in the evolving world of sports commissions is something I aspire to. With a rich background in sports that spans being a player, leader and mentor, my experiences have influenced how I approach making change for the better. My advocacy for an inclusive environment in sports, especially for women and women of color, is driven by a personal understanding of the challenges faced within this arena. This narrative represents the collective aspirations of women in sports, striving for recognition and the opportunity to lead and inspire.

Sports commissions, traditionally viewed as solely vehicles for economic growth through attracting sporting events, have a largely untapped potential to be so much more. And now, sports commissions and sports tourism organizations worldwide are increasingly recognizing their role in social impact. It feels like not only a necessary evolution but an imminent one. I am proud to be part of an industry that is looking at sports beyond the fields and courts to create opportunities, foster inclusivity and drive change in communities. We can and should continue to build support programs that empower underrepresented groups, promote health and wellness of all kinds, and foster a sense of community cohesion.

As the Durham Sports Commission’s deputy director, I have witnessed the transformative potential of using this platform to promote community growth and engagement. The first Emerging Women in Sports Leadership Summit we embarked on this year is a perfect illustration. The summit gave women in sports a chance to grow as leaders, learn from other trailblazers, improve their talents and widen their networks. The One Team, One Durham Fund, which provides youth sports opportunities irrespective of financial means, underscores our focus from economic benefits to community development and social responsibility.

Across the nation, other sports commissions have embraced similar initiatives. The Seattle Sports Commission has formed the Seattle Alliance in concert with the city’s professional sports teams. The alliance supports the King County Play Equity Coalition, a prominent area advocate that leads efforts to dismantle barriers to sports participation and champions inclusive programs through a $500,000 donation over four years. Beyond the financial commitment, the Seattle Alliance communicates a powerful statement of shared vision for equitable access to sports, particularly for underserved youth. Similarly, the Kansas City Sports Commission has an initiative called WIN for KC dedicated to empowering women and girls in sports. Impactful events including a triathlon and women’s sports awards celebration exemplify how sports commissions can create substantial social impact. Celebrating women’s achievements in sports while simultaneously encouraging participation and leadership is a potent combination.

Such initiatives demonstrate that sports commissions can be instrumental in nurturing future leaders, particularly women, in sports. This aligns with the broader shift in the industry, as seen in organizations like Women Leaders in Sports, which has evolved from focusing on college sports to encompassing women leaders in the sports realm. Their mission to develop, connect and champion all women in sports is indicative of this paradigm shift.

On this path, facing racial and gender prejudices is an ever-present challenge. To overcome these obstacles, one must combine business savvy with inner fortitude. I have worked to build an inclusive environment in athletics while navigating these intricacies as a woman of color. My strategy is all-encompassing, emphasizing not only career success but also encouraging personal development and making a big difference in the community. In this process, mentoring is essential. Helping young women navigate the difficulties of the sports industry emphasizes the value of adaptability and resilience. It’s about giving them a voice and a place at the table in an industry that has traditionally been dominated by others. I wholeheartedly believe the world of sports will be all the better for it.

I will continue to be an ally and a champion for women and women of color in this industry. There is immense power in numbers and at every level, our voices need to be heard. The more voices that are heard together, the louder we will be. It’s not a choice between driving economic impact for our cities through sports or effecting meaningful social change. I say, why not do both?

Kaila’Shea Menendez is a native of Raleigh, North Carolina, and a former women’s basketball student-athlete at Western Carolina University. Prior to joining the Durham Sports Commission team, she served as the senior director of leadership programming and events at Women Leaders in College Sports and oversaw the execution of all association-wide events, including the Women Leaders National Convention annually.

My best friend and I are in the midst of attending the 25 most iconic and prominent sporting events in the world as part of our curated bucket list. As part of this pilgrimage, we recently had the privilege of attending the gentlemen’s final at the All England Lawn Tennis & Croquet Club, aka Wimbledon.

I deliberately use the word “privilege” as that is what it was and how it felt. That single word encompassed the vibe and captured the match day experience from our vantage point as seasoned and experienced sports spectators.

Those that host major events such as Wimbledon cannot rely upon how the competition will shape up over a fortnight. Predicting the weather and certain other logistical elements that impact the patron experience are routinely even tougher to foretell.

Because of these and other factors, those hosting events — regardless of the event’s status and profile — would do well to appreciate the following observations that enabled The All England Club to put on a spectacular event. Two caveats bear mentioning. First, it could be argued that our experience, only attending the gentlemen’s final, was an outlier. Second, is the the fact that we attended an event first hosted in 1877. But neither of these diminish the following observations as plenty of major events have routinely stumbled their way through regardless of the quality of the competition and legacy status.

In short, The All England Club:

Knows Its Customers

Whether catering to avid tennis fans or corporate spectators conducting business development, the Club was familiar with their wants and needs as evidenced by how each was greeted and by whom. This included amenities such as designated hospitality tents and high-end welcome/waiting areas made available to arriving guests. Knowing their client base and its myriad needs made those in attendance far more comfortable.

Takeaway: The Club’s keen attention to different attendee demos made all feel comfortable and recognized.

Manages Expectations Well

The Club supplied information about the tournament on its website, via its app and through ample onsite signage. Each of these helped prepare patrons for what to expect in the lead up to, and during, the event. In our case, we referenced and relied on the app not only to download our tickets, but as the go-to source for navigating the grounds and accessing important match day updates. By managing expectations through clear, concise and user-friendly communication, costly surprises were averted.

Takeaway: The Club armed attendees with the right mix and amount of information.

Delivers on Customer Service

The initial appearance of seeming to be overstaffed was replaced by a sense of approachable, unwavering professionalism regardless of staffers’ duties and responsibilities. It’s not often that those hosting major events passionately demonstrate they are grateful for your being in attendance. The sheer volume of staffers and volunteers at every juncture clearly made attendees feel valued.

Takeaway: The Club’s approach to customer service at every turn made for a seamless experience.

Offers A Multitude of Experiences    

Whether visiting the Lawn Tennis Museum, exploring the numerous merchandise stores, watching matches from Henman Hill while picnicking or mingling over a bite to eat or drink from any number of places within the grounds, attendees had options and could comfortably navigate the grounds in the process. In doing so, the ability to engage in memorable conversations was on full display.

Takeaway: The blend of experiences made for an enjoyable and unique afternoon on the grounds.

Lives Up to Its Brand

The Club consistently communicated, managed, and reinforced its brand from the moment you approached the facility.  It did so against a pristine backdrop and beautiful grounds reinforced by history and tradition. But it didn’t seem to rest on its laurels in the process and this was evident and refreshing to see.

Takeaway: A brand is a promise to consumers; and the All England Club kept its promise to attendees.

Admittedly, we watched Carlos Alcaraz defeat Novak Djokovic in a thrilling five-set match and did so in 70-degree weather from a great vantage point within Centre Court. But had any of these been lacking, that the All England Club mastered the five points above would have resulted in a similarly amazing experience — because everyone felt as if it was a privilege to be there. How rare is that?

David Carter is founder of the Sports Business Group consultancy and an adjunct professor of sports business at the USC Marshall School of Business. He also serves as a global ambassador for Bucket List Events, which offers once-in-a-lifetime experiences to the best international sporting events and festivals around the globe.

The business model, structure and governance of sports organizations are crucial in determining how they are managed, the dynamics of their activities and long-term sustainability. The main differences between International Federations and U.S. professional sports leagues are organizational structures, governance, revenue models, talent management strategies, leadership styles, profit orientation, sports specification rules, and conflict resolution mechanisms.

On the other hand, American leagues such as the NFL, NBA, MLB and MLS, among others, operate through a franchise-based model. This model offers greater uniformity and coordination, albeit at the expense of global scalability of the sport. For example, the PGA Tour has agreed to merge with rival LIV Golf, resulting in a significant change in operations throughout the league.

Governance and Leadership: The governance model of IFs seeks to ensure representation and collective decision-making. Each member country, regardless of its size or sporting performance, has equal voting rights. On the other hand, American leagues follow a more centralized governance structure, with the league commissioner playing a significant role in organizational leadership. This approach, while promoting unity and quick decision-making, can lead to criticism of excessive power or top-down decision-making. The commissioner of a U.S. league not only sets strategic directions but also enforces major policy decisions for the teams.

Talent management: In sports governed by IFs, athletes usually compete for their respective countries in international competitions such as the World Cup, World Championships or the Olympics. The development of these athletes is generally carried out by National Federations and/or Regional or State Federations, meaning that IFs have limited direct involvement. In contrast, American league franchises adopt a more hands-on approach, with in-house management of player recruitment, negotiation and development. The U.S. pro sports leagues’ draft system serves as a suitable example, where league teams select eligible players with the goal of maintaining competitive balance.

Engagement of Stakeholders: Engagement of stakeholders is a crucial facet of sports administration. IFs primarily interact with national federations and governmental bodies, while American leagues engage with a more diverse set of stakeholders, including franchise owners, player unions, broadcasters, and fans. This variation requires different negotiation strategies and skills.

Disciplinary Control and Resolution: U.S. leagues generally maintain high control over disciplinary matters, leading to swift and uniform disciplinary actions. However, IFs often rely on national and regional bodies to enforce discipline, resulting in varied enforcement standards. IFs typically resort to an internal judicial body or the Court of Arbitration for Sport for arbitration. On the other hand, U.S. leagues usually handle disputes internally, with the commissioner’s office having the final say, although disputes can be brought to external courts.

The contrasting business models of International Sports Federations and US Sports Leagues in the realm of sports highlight the different approaches taken in their operations. These distinctions arise not only from organizational considerations but also from cultural, economic and historical contexts that have influenced the development of these organizations in their respective spheres.

In a constantly evolving sports landscape, flexibility, innovation, and clear strategic objectives are essential to ensure sustainable growth over time. Successful sports management relies on pillars such as sound governance, good financial management, continuous talent development, effective use of social media and proactive engagement of stakeholders.

By examining theoretical frameworks and practical experiences, we can harness the power of sports as one of the most significant catalysts for building a better society. Recognizing and understanding the different strategies used by International Sports Federations and U.S. leagues, we can extract valuable insights to shape a future where sports thrive and make an even greater contribution to the progress of our global community.

Michel Cutait currently works as acting Secretary General at World Obstacle, the international governing body for obstacle sports. He is a former strategy advisor at the Brazilian Triathlon Confederation. He has written five books, the last one called Management Performance Rio 2016 Olympic Games.

Alabama’s location in the South is synonymous with religion – the religion of collegiate athletics. Celebrating state pride through college sports is a deep-seeded tradition that both unites and divides families but also lends itself to a “welcome wagon” for families, fans and student-athletes traveling to events in destinations across the Yellowhammer State.

College football tends to come to mind with powerhouse rival programs at the University of Alabama (Roll Tide!) and Auburn University (War Eagle!), but collegiate programs and events span the state from NASA hub Huntsville to the white-sand beaches along the Gulf Coast, sparking sports travel for families and fans from all over.

In the Huntsville area, creativity stands out among many collegiate events and having two NCAA schools in the region – Division I Alabama A&M and Division II University of Alabama at Huntsville. The Huntsville-Madison County Convention & Visitors Bureau spearheaded transforming Toyota Field from a minor league baseball stadium into a football field for the Jacksonville State vs. University of North Alabama game in 2022, bringing the first college football game to the city of Madison. The event generated more than $1 million in economic impact, drew 10,000 fans to the game and brought national attention from ESPN with a live ESPN+ broadcast.

“College athletics are woven into the fabric of Alabama, so hosting these championship level events is part of our DNA,“ said Joel Lamp, sports convention sales manager for the tourism office. “These events provide Huntsville an elevated platform to tell our story, but also introduce our city to potential residents about the jobs and quality of life in our area. While everyone knows about Alabama and Auburn, we have so many other great college programs that are doing big things that combined make a massive economic impact on the state.”

Home of world-renowned FAME Studios, Muscle Shoals, or “The Shoals” as the region is referred to, is steeped in music history but also sees major economic impact from sports travel. The Careco TV Boat U.S. Collegiate National Championship for bass fishing has taken place in Florence on Pickwick and Wilson Lake for the better part of the last decade, contributing greatly to the local economy.

Meanwhile along The Plains, the “Auburn Family” welcomes droves of fans and sports travelers each year and has hosted many collegiate events from NCAA regional men’s and women’s golf championships, the NCAA Swimming & Diving Championships as well as a variety of SEC championships. With student-athletes like Olympic gold medalist Suni Lee and a variety of Olympic swimming medalists competing for the university as well as teams like six-time NCAA champion equestrian being consistently at the top of pack, Auburn’s influence in bringing in sports tourism is key, but Auburn-Opelika Tourism’s scope is vital.

“Part of hosting championship events is ensuring the experience extends beyond the competition, and that takes a collaborative effort with the community,” said Auburn Athletics Director John Cohen. “Our friends at Auburn-Opelika Tourism as well as the city of Auburn, the city of Opelika and surrounding communities embrace our visiting teams when they compete on The Plains and provide a championship experience that is second-to-none.”

Making your way down the state, Baldwin County, the 11th-fasting growing metro area in the country, relies on sports tourism, particularly outside of the peak summer season. Foley Sports Tourism hosts a variety of collegiate events and in 2021 secured a 10-year contract with the Sun Belt Conference having hosted its women’s soccer, cross country men’s and women’s and volleyball championships.

“The impact for our destination is not only vital from an economic standpoint, but yields a positive community environment as well,” said Shellie Kichler, marketing and sales director for Foley Sports Tourism. “Hosting major championship events helps to grow interest, enthusiasm and encourages participation from our community and are key to successful development of youth athletes.”

Gulf Shores and Orange Beach – Alabama’s 32-mile white-sand beach destination – has been home to the NCAA Beach Volleyball Championship since its inception in 2016. Gulf Shores & Orange Beach Tourism/Gulf Shores | Orange Beach Sports & Events, the city of Gulf Shores and host institution University of Alabama at Birmingham have the championship through 2024.

“Gulf Shores | Orange Beach Sports & Events and the city of Gulf Shores have gone above and beyond when it comes to being the destination for the NCAA Beach Volleyball National Championship,” said Ted Feeley, associate athletic director of communication and beach volleyball sport administrator at UAB. “They make this a special event for everyone involved and it is a bucket list item to see the sport of beach volleyball played at the highest level. The beautiful beaches, amazing food and first-class accommodations have made the NCAA championship a destination trip for the student-athletes, coaches and fans, and it is an event that continues to get better each and every year.”

In 2022, sports tourism contributed 133,145 room nights and $93.82 million in economic impact in Gulf Shores and Orange Beach, and the NCAA championship is one of approximately 140 events the organization facilitates each year.

“Alabama is a vibrant state filled with diverse landscapes from the foothills of the Appalachian Mountains to the Gulf Coast,” said Beth Gendler, president and chief executive officer of Gulf Shores & Orange Beach Tourism and GSOB Sports & Events. “We hope as sports travelers experience our beaches during athletic events, they will decide to explore other parts of the state for sports and leisure trips.”

Alabama is shining as a collegiate sports draw, but the road trip doesn’t stop there. Communities are growing through the state and the economic impact of sports tourism extends far beyond the initial visit. Student-athletes, families and fans come for sporting events but return for Southern hospitality and experience the “welcome wagon” again and again.

Born and raised in Montgomery, Alabama, Ally Mills Dorrough, APR, TMP, received her bachelor’s in public relations at Auburn University in 2011. Dorrough joined Gulf Shores & Orange Beach Tourism in 2013 as its public relations coordinator and became the communications and marketing specialist in 2018. In 2023, she was promoted to communications and marketing manager for Gulf Shores & Orange Beach Tourism and Gulf Shores | Orange Beach Sports & Events. She is an elected member of the national PRSA Travel & Tourism Section Executive Committee (named the 2024 national chair), an active member of Alabama PRSA (previously served on the board of directors) and serves on the South Baldwin Chamber Foundation Board of Directors.