Marolt Begins New Strategic Management Restructure For USSA

Ben TheyerlDecember 16, 20101

PARK CITY, UT (Dec. 16) – The U.S. Ski and Snowboard Association has announced changes in its organization to create a more consolidated management team and tighter focus on raising money to support its athletic programs. The changes, announced by USSA President and CEO Bill Marolt, are the outgrowth of a USSA Strategic Plan adopted by the Olympic sports organization in May.

“Our USSA Strategic Plan has given us a clear vision of where we need to go over the next Olympic quadrennium,” said Marolt. “These changes will allow us to be more responsive to the marketplace and to create a more integrated focus on raising money to support our athletic programs to be best in the world.”

Marolt identified three key structural areas, assigning or re-assigning responsibilities to three Executive Vice Presidents.

Luke Bodensteiner, an Olympian and 14-year USSA staff member, has been named Executive Vice President, Athletics. He will continue to oversee all of the USSA’s athletic programs including elite teams, development, sport education and high performance areas of sport science and sports medicine.

Mark Lampe, a former U.S. Ski Team member and 16-year staff member, will continue as Chief Financial Officer, overseeing all financial management as well as additional elements of company operations and infrastructure management including human resources, building management and other operational areas.

Andrew Judelson, who joined the USSA as Chief Revenue and Marketing Officer in May, will oversee all areas of the USSA’s commercial enterprises including revenue and marketing, corporate partners, suppliers and licensees, media, digital, content development and distribution, membership, information technology, image and video, communications, events, as well as Foundation. Vice Presidents Calum Clark (Events), Tom Kelly (Communications) and Trace Worthington (Foundation) will report to Judelson.

“The integration of all revenue production, including our Foundation, under one leader is vital to our ability to fund athletic programs,” said Marolt. “Andrew has an amazing staff team that will continue to excel under this new structure and to enhance opportunities to grow our funding for athletics.”

As a part of the restructuring, all three Executive Vice Presidents will report directly to Marolt. The position of Chief Operating Officer has been eliminated. Dick Coe, who has held that position since 2006, including overseeing successful construction management of the USSA’s Center of Excellence, will continue to work directly with Marolt on special projects.

The restructuring is one of many steps taken by Marolt under the USSA Strategic Plan since May. In an effort to grow the business side of the organization, Judelson was recruited from his previous position as Chief Marketing Officer for Sports Illustrated last spring. The result has been a strong sponsorship renewal rate and introduction of new partners like Putnam Investments – all in the traditionally slow post-Olympic season.

Source: USSA

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Ben Theyerl

Ben Theyerl was born into a family now three-generations into nordic ski racing in the US. He grew up skiing for Chippewa Valley Nordic in his native Eau Claire, Wisconsin, before spending four years racing for Colby College in Maine. He currently mixes writing and skiing while based out of Crested Butte, CO, where he coaches the best group of high schoolers one could hope to find.

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One comment

  • xcq

    December 16, 2010 at 11:07 pm

    Wow, that sounds about a hundred thousand times more effective than MWSC’s “reorganization”.

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