Member Insights: “It is so rewarding to be involved in the Olympic movement. There is a real sense of camaraderie.”

iSportconnect recently spoke to Jeff Plush, former Commissioner of the National Women’s Soccer League, following his appointment to the role as USA Curling’s latest CEO earlier this year, to discuss his excitement at being part of the Olympic movement, creating participation improvement at a challenger organisation and learning from previous jobs.

Firstly, congratulations Jeff on being appointed CEO, how excited are you to take on this role?

Thank you, Ben. Obviously very excited. It is so rewarding to be involved in the Olympic movement. There is a real sense of camaraderie and positive spirit that is infectious. It promises to be an enjoyable journey.

What was it about this opportunity with USA Curling that appealed to you, is it a sport you’re familiar with or had prior interest in?

So, I grew up in Colorado Springs, Colorado, very close to a dedicated three-sheet rink at the old Broadmoor World Arena. We watched it all the time but admittedly at that time, as a young boy, I didn’t understand what was going on, I tried it and found out quickly how hard it is.

What are the key areas, in your opinion, that can help USA Curling to grow participation levels of the sport?

Well, the first is certainly more and better dedicated ice facilities. When people participate in our Learn-to-Curl programs they are hooked. More facilities will equal more high quality touchpoints and I have confidence we can retain them.

We can do so much more on the ladies side, I know very well there is a significant number of motivated female athletes, we just need to show them the opportunities in our sport.

Second is development, in particular young women. We can do so much more on the ladies side, I know very well there is a significant number of motivated female athletes, we just need to show them the opportunities in our sport.

You’ve spent a lot of time working within Major League Soccer, a sport that has continued growing in the USA, so what learnt in those roles can be translated across to another challenger sport that will also be trying to grow from a smaller position?

Well, I am very comfortable in a challenger brand situation. I was on the MLS Board for six years, starting in the pre-Beckham years and through the fantastic growth in new owners, stadiums and players. So, I had a front row seat and hopefully played a small part. There are many things I have taken away from that experience, but probably most important is staying the course. Being committed to your values and strategy, even in the face of challenges. Don has done an amazing job, especially when it was really hard. We are quite small by comparison but the curling community’s passion and ambition is similar and I’m super excited about our future.

What are the goals for USA Curling during the next two years as you build toward the next Winter Olympics?

Well, in part one goal is to get out of the mindset of thinking in quadrennials. We have both the opportunity and responsibility to get better every day, the 1% Sir Dave Brailsford speaks of. We will continue to build all of our programs as we look forward to Beijing 2022, but also 2021 Worlds in Canada and Switzerland. I am also excited to be in the process of hiring a new person to oversee the sporting side, we will makeover the role to be far more holistic combining the national teams, development, grassroots and Paralympic. A true integrated and collaborative pyramid.

To close, what’s been the best education you’ve had throughout your time working within the sports industry that you would transfer to others?

Well, perhaps as much a life lesson as a career lesson, but it is that no matter how much capital you have, or technological assets, the single most valuable resource is human capital. We are in the people business, whether that be athletes or fans or partners or colleagues. And I love that as I have always taken relationships very seriously and never for granted. And I have been quite blessed because of that.