Max Siegel: Driving Excellence and Innovation at USA Track & Field Ahead of LA 2028

In this exclusive interview, Taruka Srivastav of iSportconnect spoke with Max Siegel, CEO of USA Track & Field (USATF), to discuss his journey leading one of the world’s most successful national sports governing bodies. From fostering inclusivity and innovation to preparing for the LA 2028 Olympics, Siegel shares insights into his leadership philosophy, USATF’s transformative initiatives, and the strategies driving their dominance on the global stage.

You’ve been leading USA Track & Field . What has been your guiding philosophy in steering the organization through a decade of growth and challenges?

Since taking the helm as the CEO of USA Track & Field in 2012, my guiding philosophy has been to foster an environment that prioritizes inclusivity, innovation, and excellence, both on and off the track. 

Over the past decade, USATF has been dedicated to creating opportunities for athletes at all levels and championing diversity, equity, and inclusion within our sport and the US Olympic Movement. I’m proud to say that USATF has become the most diverse National Governing Body (NGB) in the US Olympic Movement, with diverse representation across the organization at all levels. 

USATF has experienced significant growth over the past decade, and our commitment to empower athletes and staff, build partnerships, and drive meaningful change within the sport remains unwavering. 

What are the key initiatives or strategies you’ve implemented to ensure the long-term success of USA Track & Field, both on and off the track?

Athlete support remains our top priority. We drive initiatives that support our athletes both during and beyond their competitive careers, ensuring their long-term success and the continued growth of the sport. For example, in April 2024, we announced the expansion of our maternity support to better address the unique needs of female athletes after they have children and set them up for success when they return to competition. 

Additionally, our recent partnerships with August, a menstrual hygiene product supplier, and skincare brand Neutrogena ensured all athletes have access to everything they might need while at competitions, including the Paris 2024 Olympic Games. 

We also consistently prioritize high-performance investments to ensure athletes have the resources they need to excel globally. These efforts include funding world-class training facilities, comprehensive coaching support, and financial assistance for travel and competition expenses. 

Finally, by creating opportunities such as Journey to Gold and the USATF Grand Prix events, we provide athletes with essential world-ranking opportunities and competitive preparation. 

How has USA Track & Field embraced innovation in training, fan engagement, or competition to stay ahead in the ever-evolving sports landscape?

It is exciting to see the evolution of the sports landscape and particularly the growth of Olympic sports. At the 2024 Olympic Trials, we tried to deepen the connection between fans and the sport through creative collaborations, such as incorporating commentary from pop culture icons like Snoop Dogg. The Trials drew record-breaking viewership, with over 5.2 million people tuning in for Noah Lyles’ 100m final, the highest ratings for the Trials since 2012.

We’ve also expanded our global reach through events like the USATF Bermuda Grand Prix, which saw a 132% increase in viewership in 2024. This event showcased elite performances and highlighted Bermuda’s culture and people and their passion for track and field, creating a deeper connection with fans worldwide. 

With the LA2028 next, what are the primary goals for Team USA, and how are you preparing to achieve them?

We’re very much looking forward to having an Olympic Games on home soil, especially after witnessing the incredible success of Paris 2024 and the impact the Games had on France. A critical component of USATF’s preparations for LA28 is the Journey to Gold strategic roadmap. It is designed to provide athletes with competitive opportunities and the tools they need to excel on the global stage. Events under this roadmap, such as the USATF Grand Prix meets which take place in major cities such as Los Angeles and New York City, have proven successful in helping athletes prepare for major international competitions. These events were instrumental in enabling 19 athletes to compete at the 2023 World Championships and ultimately qualify for Paris 2024.

We have begun planning for the next quadrennial and are exploring innovative ideas to improve the experience for athletes and fans.

We look forward to building upon USATF’s recent successes, including recognition as the Member Federation of the Year by World Athletics in 2024. As part of our commitment to long-term success, we are enhancing athlete support, streamlining pathways to elite competition, and implementing strategic initiatives that are designed to secure our future success. 

Another significant development for us and a key part of our preparation for LA28 is the integration of U.S. Paralympics Track & Field into Team USATF. This historic merge not only strengthens our competitive edge but also underscores our commitment to advancing the sport for athletes of all abilities.

How does USA Track & Field maintain its dominance on the global stage, especially with increasing competition from other nations?

Investing in our athletes is our top priority. We maintain our success by prioritizing investments in grassroots programs and comprehensive athlete development. These efforts are key to ensuring a steady pipeline of future champions and maintaining dominance on the global stage. 

USATF’s commitment to athlete development extends through every phase of an athlete’s career, from youth programs to elite competition pathways. This holistic approach allows athletes to progress seamlessly, equipped with world-class coaching, facilities, and opportunities to compete at the highest levels. 

In 2024, USATF’s youth athletes excelled at the World Athletics U20 Championships in Lima, earning 16 medals, including eight golds, and finishing at the top of the medal and points tables. At the same time, Team USATF’s master athletes were outstanding at the World Masters Athletics Championships, leading the medal count. These achievements highlight the depth and breadth of talent supported by USATF and its ability to empower athletes at every stage of their careers.

What do you hope to leave as your legacy with USA Track & Field, especially concerning its Olympic success?

Team USATF stands as the world’s number one track and field team, a testament to the extraordinary talent, hard work, and dedication of our athletes, supported by an exceptional network of coaches, medical staff and administrators.

My legacy, I hope, will be defined by the foundation we’ve built to empower athletes at every stage of their careers – not only while they proudly represent Team USATF but also in the opportunities that come after competition.

Ultimately, I aspire for USATF to be recognized not only for its culture of excellence and sustained success but also for its leadership in fostering diversity, inclusivity, and community engagement. By making our sport accessible and inspiring to all, we can secure a vibrant and thriving future for track and field.

What strategies have you implemented to grow track and field’s fan base in the U.S.?

The successful hosting of the 2022 World Athletics Championships in Eugene, Oregon, was a pivotal moment for the growth of track and field in the US. It was the first time the event was held in the US, and it laid a strong foundation and provided a platform to engage new audiences, elevate the profile of track and field, and inspire a new generation of fans and athletes here.

In addition to major global events, USATF has prioritized the development of a domestic circuit of meets to grow fan engagement in the US. These meets, inspired by the quality and structure of the Diamond League, are strategically located in major cities like Los Angeles and New York. We also focus on creating a vibrant, festival-like atmosphere around these meets to attract casual sports fans and local communities, making the experience exciting and memorable for all.

How do you approach securing sponsorships and partnerships that align with the values of USA Track & Field? Who are your current commercial partners?

This historic success of USATF over the past decade was made possible by the upward commercial trajectory of our organization. 70% of USATF revenue comes from sponsorship so this has equipped us to enhance competitive opportunities and significantly improve the resources and support available to athletes and the entire USATF community.

Our partners align with our core values and allow for strategic investments that deliver both competitive and organizational success. We seek partners who share our vision of advancing the sport, supporting athletes, and engaging communities meaningfully. 

In the age of social media and streaming, how is USA Track & Field leveraging technology to connect with a younger audience?

We are very invested in using social media to engage with new and younger audiences and give our athletes a platform to build their own brands and presence on social media. We embrace the power of social media to bridge the gap between athletes and fans and create a strong connection to our sport. 

For example, at the 2024 Olympic Trials, we set up a dedicated content creator lounge right next to the mixed zone so athletes could stop in after their races and engage with different influencers. This was a huge success, and we are excited to incorporate similar strategies in our future events, enhancing the athlete-fan interaction even more.