by Larry Eder
RBR Interviews: Seven Questions with the new USATF Chief Content and Communications Officer, Jay Holder
It was announced just two weeks ago (July 14) that Jay Holder would be the new USATF Chief Content and Communications Officer. Jay Holder is a long-time media professional, with time at the Atlanta Track Club, Press liaison at the Olympics and World Championships, and major marathons. Jay Holder’s first day at USATF in his new position was Monday, July 28. We were quite fortunate to have Jay Holder respond so fast (he spent the day flying to the 2025 USATF Outdoors, which begins on July 31, but with a USATF presser tomorrow, Jay will have his first event in his new role.
The significance of this new combined position should not be underestimated. Jay Holder’s responsibility is to give the USATF federation a more positive position in the media, where, at times, it has suffered. USATF has been watched and criticized over the past couple years due to financial challenges and the loss of key staff, plus what some saw was a lack of transparency.
Jay Holder will have to look at those situations and provide a conduit to the media, both new content builder, but also the long term media, who have supported the sport during times of less interest in the sport. More established media, long form, print, digital and photography have been frustrated by past comms teams not recognizing traditional media organizations and longevity in communicating the stories of the sport with old school and new school media techniques. Jay Holder comes to his complicated job with not only those situations but the constant knowledge that he represents USATF and at times, for political, but also for legal reasons, transparency is just not possible.
Jay Holder will have his hands full, but many keen observers believe that Mr. Holder is up for the challenge.
Please enjoy the seven questions answered by Jay today. We look forward to working with Mr. Holder in his new position.
RunBlogRun, #1. How did you get involved in sports media?
Jay Holder: I went to school for broadcast journalism where I ran XC and Track and Field and also produced hockey coverage. After school, I worked for more than a decade in local television news across the country. When I worked at WABC in New York, I was responsible for much of the production around the New York City Marathon. I also volunteered in media operations at the NYC Grand Prix. It was there that I discovered what kind of work I felt truly called to do. I met Rich Kenah from Atlanta Track Club through that volunteer work and he brought me on to run marketing and communications there. While there, he was kind enough to allow me to freelance at major marathons and eventually the Olympic Games. Doing media and broadcast operations as well as PR for some of the largest events in the world was an incredible experience and I have been fortunate enough, all these years after volunteering in New York, to make this my full time job
RunBlogRun, # 2. Do you have a favorite experience and event from Atlanta Track Club?
Jay Holder: I loved my time at Atlanta Track Club. I have two very different answers to this question. The first is the 2020 U.S. Olympic Team Trials – Marathon. We invested so much in that event. From a marketing and PR perspective, I didn’t know what to expect. Our team left no stone unturned promoting the event and the athletes participating. I will never forget coming out on Marietta Street before the race and seeing the sea of people who came out to cheer. It was a true “wow” moment. Of course, days later, the world shut down with COVID-19. I am so grateful we got in under the wire.
The second is the All-Comers Track & Field Meets. These are really the core of Atlanta Track Club’s mission. The meets are a series of six free, weekly events truly open to everyone. All ages and abilities would show up to compete, have fun and maybe learn a new discipline. There is no more pure example of track and field.
RunBlogRun, # 3. You have emceed pressers around the world, do you have a favorite marathon?
Jay Holder: Plead the fifth! I love a big road race more than anything. The atmosphere and anticipation is just unmatched. Boston, New York, Chicago, Berlin and of course, the Olympic Trials all have their own unique vibes and I get so excited for all of them.
RunBlogRun, # 4. What was toughest part of managing pressers at Worlds and Olympic Games?
Jay Holder: On nights when there are multiple gold medal competitions, it can be pure chaos, despite the best planning. For starters, as the press conference moderator, you are often not able to see all of the events. So, to come up with questions on the fly for medalists in an event you didn’t watch can be a real challenge. Then, there’s the unpredictability of when the athletes become available. One medalist may move through the mixed zone and post-event control very quickly, while another may take hours. You can’t do press conferences until all three medalists are in the room. Often times, the schedule would go out the window and we would just have to do the conferences when all three medalists arrived in the room. This was on moment’s notice many times for the reporters in the room and for the Olympic streaming team, which included all of the interpreters.
RunBlogRun, # 5. What is the preparation time for a presser at a marathon for you?
Jay Holder: I start thinking about the pre-event press conference the second I get the list of athletes on the start list. Obviously, it changes throughout so I try not to get too invested until a 7-10 days beforehand. But the questions I am going to ask, how I am going to try and draw out personalities, those are things I think about when I’m on my own run. For post-event pressers, there is only so much you can prepare for. The people and the conversation are dependent on those final moments of the event. Prep for that involves really being in tune with what is happening in the race and then taking the minutes between the finish line and the media center to compile one or two questions you think might be on everyone’s mind. My goal is to get the obvious stuff out of the way so the journalists can ask unique questions.
RunBlogRun, # 6. You are now the content and media director at USATF, how do you see your job?
Jay Holder: That’s a big question! My title is the Chief Content and Communications Officer. If I had to sum it up, I see my role as ensuring the story and mission of USA Track and Field reaches as many people as possible on the various platforms and mediums by which they receive their information. We have a tremendous opportunity on the Journey to Gold to get new fans and athletes excited about track and field. Having collaborative relationships with journalists, our TV partners and of course, the athletes.
RunBlogRun, # 7. You have found a way to have fun on social media and have a private life as well. What would you tell young athletes about controlling their narratives on social media?
Jay Holder: Just be authentic. I am not an influencer in anyway, shape or form so my personal social media is not super interesting. It’s just my kids and my adventures. But I think social media is a great way to show off your personality off the track and connect with new fans!
photo: Linkedin
#jayholder, #USATF, #Contentinsports, #Communicationsinsports, #WorldAthletics, #Olympics, #TracktownUSA, #runblogrun, #RunningNetwork
