USA Track and Field Taps New CEO

(ATR) After two worldwide searches lasting 16 months, USA Track and Field finds a new CEO in its own backyard and already on the payroll.

The board of the Indianapolis, Ind.-based organization unanimously chose Max Siegel, who will begin work May 1.

Although USATF officials believe the move brings unity, stability and a dynamic fundraiser to the sport, it is controversial because of Siegel’s previous roles.

Siegel joined the USATF board in 2009, resigning six months ago as his company began work for the NGB. However, he was on the board when former CEO Doug Logan was fired in September 2010, a situation that may draw comparisons to the ouster of Jim Scherr as U.S. Olympic Committee CEO in favor of board member Stephanie Streeter in 2009. The unpopular Streeter was subsequently replaced by Scott Blackmun.

Vice chair Steve Miller, who ran the search, said he feels confident "we went through the processes accordingly and took our time and Max was the best candidate."

Siegel, 47, has been active in NASCAR as an owner and as president of global operations at Dale Earnhardt, Inc. He is also an attorney who has worked with the Olympic sports of swimming, gymnastics and skiing, as well as in the television and music industries.

Siegel signed a two-year deal for $500,000 a year – a higher base salary than Logan earned – plus unspecified bonuses.

"We’re fortunate he put his hat in the ring," said Stephanie Hightower, the USATF president and chairman who was once considered a candidate for the CEO job. "We cast a wide net, not only nationally but internationally in the sports and entertainment arena."

"We thought he could bring some leadership as well as help to position our sport into the future."

University of Oregon track coach Vin Lananna reportedly turned down the job last May, necessitating a new search.

"Who wouldn’t want this challenge?" asked Siegel. "I really feel like I wanted to do something where I can make an impact, which goes beyond competitionon the field and impacts lifestyle."

Besides elite athletes, USATF has a grass roots program and more than 30 million adult runners. Siegel said he will try to regain attention and market share that track and field has lost over the years.

"My whole career has been working in growth opportunities in under-represented or underserved markets," Siegel said. "We have only scratched the surface for the potential of the organization."

He said he plans to "respect the tradition of the sport while being innovative" and will rebrand USATF in the marketplace in an attempt tocultivate corporate partners. That includes helping athletes capitalize on their window of opportunity to attain sponsorship.

Siegel’s agency, which has not landed any major deals since it began consulting, will finish ongoing projects.

Siegel, the only African-American CEO of a U.S. national governing body, said he will retain the London Olympics medal goal set during Logan’s tenure. "We said 30 medals and we’re sticking by it."

Hightower said she will try to make sure the CEO and board, made up of volunteers, will be 100 percent aligned with one another and working on common goals. "We are going to stay at the 30,000 foot level and Max has been given full authority to run the day-to-day organization," she said.

"I don’t want to say we’re going to agree on every aspect, but those days of having that kind of chaos – we’re saying that time is gone and it’s over ... There will be a common front and we are excited and we trust Max’s leadership to move us forward, and that’s my story and I’m sticking to it."

Written by Karen Rosen.

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