USATF Announces Former Board Member as New CEO, by Toni Reavis, note by Larry Eder

Max Siegel was named the new CEO of USA Track & Field on Monday afternoon, April 22, 2012. It is early Tuesday morning in rainy old London, and I am packing for my return to Madison, Wisconsin tomorrow.

My phone has been ringing and the twitter world has been communicating. Sanya Richards Ross wished Max good luck. We did too.

12maxsiegelusatf.pngMax Siegel, USATF's new CEO, photo courtesy of USA Track & Field

I have met Max Siegel a half dozen times, for a few minutes. He seems sincere, has a good sense of humor and obviously understands marketing and sports marketing. Also, and this comes from my years of ad calls and marketing presentations, Max Siegel looks the part: fit, well dressed, positive and succesful, Max Siegel will walk into marketing groups and ad agencies and will be well received. Siegel gets it: he knows the talk, and can do the walk.

I have posted the observations of Toni Reavis, who is one of the most articulate writers on our sport, and his first observations on the process of naming a new CEO.

The truth is, we need a CEO who stays a while, can close and works at keeping his various constituencies in order. We also need a CEO who looks at all USA Track & Field does and focus on three things, not the many that will confront him on May 1, when he takes the position.


by Toni Reavis


In a move that comes as no surprise, USA Track & Field announced today that its board of directors has selected 47 year-old Max Siegel, a marketing executive and former USATF board member from Indianapolis, to serve as its new CEO.  USATF has been operating without a full-time CEO since the board dismissed Doug Logan in September 2010 after a rocky two years at the helm.  Chief Operating Officer Mike McNees had been serving as interim CEO.       Mr. Siegel becomes the fourth chief executive officer in the organization's history following Ollan Cassell (1980-1996), Craig Masback (1997-2008), and Doug Logan (2008-2010). He will assume his duties on May 1st under a two-year contract.     Since USATF announced last month that it intended to hire a new CEO before the June track & field trials in Eugene, Oregon, many long-time observers of the sport surmised that the selection would come from within the USATF family. And since Mr. Siegel had been a USATF board member whose firm was hired last October to oversee the USATF marketing effort going into the summer Olympics, he was widely expected to be named to the CEO position. Read more of this post

To see all of Toni Reavis blog: Siegel is new CEO.

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