Lacrosse is entering one of the most important moments in its history.In this episode, Jake interviewed Marc Riccio, CEO of USA Lacrosse, to discuss how the organization is preparing for the sport's return to the Olympic Games in Los Angeles in 2028 and what it takes to lead a national governing body through a period of rapid growth. Marc reflects on his career spanning the New York Jets, agency leadership, consulting, and entrepreneurship before taking the helm at USA Lacrosse, where he now oversees a 420,000-member organization. They explore the strategies behind growing youth participation, why USA Lacrosse is investing heavily in schools and small-sided versions of the game, how data is shaping long-term decisions, and why the Olympics represent a transformational commercial and cultural opportunity for the sport. Marc also shares what makes running a national governing body different from leading a professional sports team and why he believes mission-driven organizations still need to operate like great businesses.

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