The Sports Info Business

It has been a while since a sports executive has been featured in the blog so it was about time to feature a 10 questions segment with an industry leader.

In the past, folks like Fred Claire, Tim Mead, Chris Hibbs and Jeff Idelson have been featured.  You can click on links to see past features.  However, today, I’d like to introduce you to John Arrix.

1. Tell us about your company, your job and your responsibilities:

In February 2010, I acquired Lax.com – a leading lacrosse ecommerce site and content provider. As CEO my role is focused on growing the national footprint of the brand.  Our growth strategy is primarily focused on leveraging our content to drive traffic and stimulate shopping consideration.

2. Tell Us what your average week is Like:

Like any small company, I wear a lot of different hats. My focus is sales and marketing. I am also involved in our content planning and try to stay on the warehouse operations of the business – inventory, customer service, etc.

3. Tell us about your career path including jobs in the sports industry:

I have been in the sports marketing industry since 1985.  During those 25 years, I have always been on the agency side of the business, focusing on consulting and event management.  My agency experience has proved to be very valuable with my new venture at Lax.com.

4. What was the best advice you ever received and let us know if you follow it today?

One of the most important pieces  of advice I received was to always be on the revenue generation side of the business.  Those who generate revenue can control their own destiny.

5. What are your top sports memories you are most fond of telling others?

A couple great memories – 1) the creation and management of Major League Baseball’s Old Timers Series  (some amazing stories and experiences with the greatest names in the game), 2) the creation of the snowboarding property The Collection, securing the athletes as well as blue chip sponsors like Snickers and Kraft and 3) the acquisition of Lax.com, proving that perseverance pays off.

6. Finish this thought, If I were not working in sports I would be…..

I would probably be in the advertising sales world.

7.  The front page of your web site talks about your groundbreaking work.  Tell us about it.

As for groundbreaking  work, The Collection was a significant accomplishment. It involved a group athlete representation, it had an athletic component (trainers, travel, etc.) and sponsor solicitation. I am not sure my other accomplishments are groundbreaking but they certainly had an impact. Sony Ericsson’s sponsorship of the Sony Ericsson Open in Miami is an assignment that I was proud to have managed. Sony Ericsson’s sponsorship and IMG’s passion combined to make the event one of the best in the world.

8. Name a few mentors you have had and why they’ have had an impact

Certainly one key mentor was my father. He started Capital Sports in 1973 and was one of the pioneers of the sports marketing industry. I worked with him and Capital Sports from 1985 – 1999.

9. Where do you see opportunities for growth in sports and why?

Obviously the merger of sports and media. The opportunities lie in where you can merge sponsorship and media (on line is critical). I also believe there is an opportunity in creating properties and building measurable value with on line media.

10. Executives always talk about passion in your job.  What are you passionate about and why?

Passion about building things, creating and growing businesses.

Some of the past sports executive features can be accessed by clicking on the names below

Nicole Alison – National Hockey

League Executive Josh Rawitch – Vice President of the Los Angeles Dodgers

Bill Robertson — Vice President, Minnesota Wild

John Drum — Vice President, Arizona Cardinals

Fred Claire — Former General Manager and Executive Vice President, Los Angeles Dodgers

Bill Shumard — CEO Special Olympics Southern California

Brad Mayne — President and CEO American Airlines Center

Sam Piccione — AEG China

Jim Small — Vice President, Major League Baseball for Asia

Bill Chapin, Director, Seattle Seahawks

Picture this, if you will.  You decide to run in a 5K race on the weekend for fun.  Normally, you would expect the usual hills, trails and packs of people running along side you.  A nice outing but pretty boring right?  Just what you would expect from  a 5K race.

Now take all of that and add in some real spice.  How about a race that is a bit more challenging?  Take the 5K race and things like barbed wire to crawl under, fires to jump over, obstacles to climb on the course even battle “Spartans” who are trying to stop you from finishing.

Sounds more like your type of event, right?  On December 12, this race is coming to Southern California for the first time and its not too late to sign up for this day-long event, scheduled to take place in Malibu.

Need more of a reason.  Here, compliments of the folks from the Spartan Race, are the Top 10 reasons to run in this fun event a week from Sunday.

10.  The Spartan Race in Los Angeles on Dec 12, 2010 is your last chance to compete in a Spartan Race in 2010, the race’s explosive inaugural year.  Say that you were there when it all started.

9.  If you live in a cold climate, what better way to celebrate the holidays than to spend a weekend in sunny L.A.?

8.  Don’t waste your time in a shopping mall–give the gift of enrollment in the Spartan Race to friends and family!  Your holiday shopping will be over before your eggnog hangover has even begun.

7.  Better yet, avoid your eggnog hangover altogether, and change up your boring office holiday party.  Spend your eggnog dollars to sign all your coworkers up for the Spartan Race.  Competing as a team on a sunny L.A. afternoon may just generate more spirit among you  than an evening filled with spirits.

6.  Training for the race is a great way to work off your extra holiday calories.  Just because you act like Santa Claus doesn’t mean that you have to look like him!

5.  Competing in the Spartan Race is sure to reduce your stress during the pressure-cooker that is the month of December.  Take time out from holiday chores and a packed social calendar to reward yourself with physical activity.

4. What better way to get in the holiday spirit than to immerse yourself in the Spartan spirit?  It’s about putting others before yourself, and in the Spartan Race, a genuine feeling of camaraderie connects the competitors.

3.  What will your resolution be for the new year?  Planning ahead will help you achieve your goals.  If increased confidence, personal effectiveness, and improved health will be on your agenda for 2011, you’re more likely to get there if you start now.  Competing in the Spartan Race on Dec 12 will launch in the right direction with a shot of confidence.

2.  What better gift to give to yourself than the joy that will come from successfully completing a Spartan Race?

1.  If you win the Spartan Race, you qualify to compete in the Death Race, scheduled for June 2011 in Pittsfield, VT.  And that’s the best gift of all.

Finally, if those 10 reasons have not sold you on spending the afternoon with more than 1,000 others who have already signed up for this event, then watch this YouTube video from a previous Spartan Race and get inspired.  Its not too late to join in the fun.

I learned about this event in the last week or so and I must say, I am only writing about it since I did some research about the event.  True confessions:  I am not an action sports affianado and the folks at the Maloof Money Cup certainly did not approach me to do a blog about the event.  I just learned about it from surfing the web.

That said, Vans shoes has gotten behind to sponsor the Maloof Money Cup when it comes to Orange County, CA starting tomorrow,  The event is scheduled to run from August 4-8 and will feature some of the best skateboarders around.  Brands that target the action sports industry are also a sponsor or advertising.

According to a press release, there is nearly $450,000 in cash and prizes up for grabs.  The world’s greatest skateboarding event will feature the VOLCOM Street Pro, Carl’s Jr. Pro Vert Championships, World Industries Amateur Championships, Women’s Pro Street, Tech Deck Best Trick Contest, Masters of Street and Vert, and a 50,000-square-foot Festival Village featuring skateboarding activities for all ages, autograph signings and live music.

Before coming to Orange County, the tour stopped in New York and as part of their promotion for the event created the World’s Largest Skateboard which was displayed in Times Square.  Many companies, when opting for attention grabbing promotions, go right to Times Square to call attention to a product, company or special event.  The display made the local news in New York.

As part of the 2010 OC Fair, the Maloof Money Cup is part of the OC Fair, recently named the No. 11 top U.S. fair in attendance. Last year, the OC Fair saw 1,072,018 visitors through its gates during its 23-day run. The OC Fair is poised to break into the Top 10 in 2010, which will mark its 120th year. The 2010 OC Fair opened on July 16 and runs through August 15.

If you recognize the Maloof name but do not know where from, the family owns the NBA’s Sacramento Kings and the Palms Resort in Las Vegas.