Sports Management Podcast

Why are so many esports organizations struggling financially despite the industry's enormous popularity?

Esports has millions of passionate fans, global competitions, and increasing mainstream recognition. Yet building a profitable esports organization remains a major challenge.

In this episode of Sports Management Podcast, Marcus Filipsson speaks with Jonas Gundersen, Founder & CEO of Fusion Esports Group and CEO of Astralis, about what needs to change in the business of competitive gaming.

Jonas shares why he believes esports grew too quickly, why traditional sports business models don't always translate to gaming, and how Fusion is building a different approach to owning and monetizing esports brands.

We also explore Jonas's remarkable personal journey — from leaving school at 16 to becoming a professional Counter-Strike player, entrepreneur, and leader in the global esports industry.

In this episode, we discuss:

• Why esports organizations struggle to make money

• Venture capital, investment, and sustainable growth

• The acquisition of Astralis and the strategy behind Fusion Esports Group

• What traditional sports can learn from gaming culture

• How Kylie Jenner's business model applies to esports

• Why the next generation will reshape sports, education, and work

• Jonas's journey from school dropout to esports CEO

• AI, entrepreneurship, and breaking into the sports industry

Episode timestamps

00:00 Introduction to Jonas Gundersen and Fusion Esports Group

02:35 Why esports organizations struggle financially

04:53 The problem with venture capital and rapid growth

06:03 Why esports shouldn't copy traditional sports

08:40 Multi-team ownership and the Fusion strategy

10:32 What traditional sports can learn from esports

13:20 The future of esports

14:40 What sports businesses can learn from Kylie Jenner

20:03 Leaving school at 16 and finding a career in gaming

24:20 Building Ninjas in Pyjamas into a global business

25:52 Founding Fusion Esports Group

29:01 Why Fusion acquired Astralis

32:51 Career advice for the next generation

36:05 AI, talent, and the future of work

39:36 How to stand out when applying for jobs

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What is the real cost of Olympic success?

Sweden consistently produces world-class athletes and Olympic medalists. But behind the medals, many athletes face significant financial challenges.

In this episode of Sports Management Podcast, Marcus Filipsson speaks with Hans von Uthmann, President of the Swedish Olympic Committee, about the business, politics and future of the Olympic movement.

Hans reveals why Swedish elite sports receive less funding than several comparable European countries, explains the financial struggles facing Olympic athletes and shares his perspective on Sweden's unsuccessful bids to host the Winter Olympics.

We also discuss one of the most controversial questions in international sport: Should Russian and Belarusian athletes be allowed to compete in the Olympic Games?

In this episode, we discuss:

• Why Swedish athletes struggle financially despite Olympic success

• How Sweden's elite sports funding compares with other European countries

• The value of Olympic medals for national identity and Sweden's international reputation

• Why Sweden lost its bids to host the Winter Olympics

• The influence of politics on Olympic host selection

• Russian and Belarusian participation in international sport

• Preparations for the Los Angeles 2028 Olympics

• The importance of female coaches and women in sports leadership

• Hans's journey from international business leadership to the Swedish Olympic Committee

CHAPTERS 00:00 Meet Hans von Uthmann 00:15 Leading the Swedish Olympic Committee 01:49 Why Sweden produces elite athletes 03:41 Balancing participation and elite development 04:44 Why Swedish elite sports are underfunded 05:34 The value of Olympic medals 07:19 How Olympic success inspires young athletes 08:26 Convincing businesses and government to invest 09:29 Why Sweden hasn't hosted the Winter Olympics 13:44 Politics and Olympic bidding 16:16 Should Russian athletes compete in the Olympics? 19:10 Where should sport draw the line? 20:55 Preparing for LA 2028 22:05 The financial struggles of Swedish Olympians 25:03 Hans's journey from business to sport 28:12 Women in sports leadership 30:57 The future of the Swedish Olympic Committee

About the guest

Hans von Uthmann has served as President of the Swedish Olympic Committee since 2023. Previously, he held senior leadership positions in international business and served as President of the Swedish Basketball Federation.

This conversation offers a rare perspective on what happens behind the scenes of the Olympic movement and the challenges of sustaining elite sporting success.

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Is American rugby about to experience its biggest growth opportunity ever?

With the LA 2028 Olympics, the Men's Rugby World Cup in 2031 and the Women's Rugby World Cup in 2033, the United States is preparing for an unprecedented period of international rugby exposure.

But will the sport be ready to capitalize on it?

In this episode of Sports Management Podcast, Marcus Filipsson speaks with Nate Dalena, CEO of Rugby NorCal, about the future of rugby in America and what it takes to build a sustainable grassroots sports organization.

Nate explains why major sporting events are only the beginning, how rugby can attract more young athletes, and why the sport needs more coaches, referees and well-run clubs to support long-term growth.

In this episode, we discuss:

• The future of rugby in the United States

• Preparing for the 2031 and 2033 Rugby World Cups

• Why women's rugby represents a major growth opportunity

• The dangers of early specialization in youth sports

• How to build sustainable grassroots sports organizations

• Why rugby needs more media exposure and accessible broadcasts

• Nate's journey from player and coach to CEO of Rugby NorCal

• How volunteering can open doors to a career in sports

Whether you work in sports management, coach young athletes or simply want to understand how sports grow, this conversation offers valuable insights into the future of American rugby.

CHAPTERS 00:00 Introduction to Nathan Dalena and Rugby NorCal 00:37 Rugby's position in the United States 01:38 Growth opportunities in women's rugby 03:40 Flag rugby and school-based development 04:29 Why rugby needs more education and media 07:03 Competition for young athletes 08:10 Early specialization and youth sports burnout 12:27 Why parents should encourage multiple sports 15:42 Preparing for the Rugby World Cups 20:26 Building sustainable rugby clubs 22:50 Nathan's career journey 26:16 Why Rugby NorCal started a podcast 29:43 Advice for aspiring sports professionals 32:52 Where to follow Rugby NorCal

About the guest: Nate Dalena is CEO of Rugby NorCal, an organization responsible for youth and high school rugby in Northern California.

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Is modern football pushing players to their physical limits? And who is responsible for protecting them?

In this episode of Sports Management Podcast, host Marcus Filipsson sits down with Dr. Mark Gillett, Chief Medical Officer of the Premier League, to explore the realities of player welfare, injury prevention and medical leadership at the highest level of professional football.

After seven years overseeing medical governance in the Premier League, Mark is approaching the end of his tenure. He shares insights from a career that has included Chelsea, West Bromwich Albion, Olympic sport and elite sports medicine.

We discuss the challenges of balancing player safety with competitive advantage, the impact of an increasingly demanding football calendar, and how artificial intelligence could change injury assessment.

Mark also reflects on the pressure of working in professional football, communicating difficult medical decisions, his experience during COVID-19 and the lessons he has learned throughout his career.

In this episode, we discuss:

• Who is responsible for protecting Premier League players?

• Player welfare, fixture congestion and competitive pressure

• Why hamstring injuries remain a major challenge

• How AI could transform sports medicine

• The reality of working behind the scenes in elite football

• Career advice for aspiring sports medicine professionals

• Life after the Premier League

Episode timestamps

00:00 The role of the Premier League's Chief Medical Officer

02:40 Working with Premier League clubs and Olympic teams

03:38 Fixture congestion and player welfare

04:19 Player safety versus competitive advantage

05:07 Football injuries and hamstring problems

05:43 Knee health and life after football

07:26 What's next after the Premier League?

08:19 Mark's journey into sports medicine

09:37 Cycling the Tour de France for charity

11:29 Overcoming career challenges

12:42 Breaking into professional sport

14:14 Lessons from working at Chelsea

16:08 Communicating difficult medical decisions

18:00 Artificial intelligence in sports medicine

19:57 The next chapter of Mark's career

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Do sports teams actually know who their fans are?

Teams and rights holders collect enormous amounts of data through ticketing, merchandise, food & beverage, CRM systems and digital platforms. But according to Cole Rubin, having the data and actually understanding the fan are two very different things.

Cole is the Co-Founder of FanFeed and has spent more than 20 years building businesses across live events and ticketing. His entrepreneurial journey started in college, when he launched a business taking Baltimore Ravens fans to away games, eventually leading him into the rapidly growing secondary ticket market.

In this episode, Cole shares what that journey taught him about the business of live sports and why he believes AI, fan data and hyper-personalization will reshape the fan experience.

We discuss the "invisible fan," one-to-one personalization, the future of ticketing, data privacy, sponsorship, entrepreneurship and why relationships and soft skills may become even more valuable in the age of AI.

Timestamps:

00:00 Introduction 01:50 Starting a business to pay for college 03:53 Discovering the ticketing business 05:41 Building Dynasty Sports & Entertainment 07:47 Why relationships matter in sports 10:04 Starting again with FanFeed 14:16 What FanFeed actually does 17:40 The future of one-to-one personalization 20:06 Are sports teams using their data effectively? 22:40 Fan data and sponsorship 25:30 Privacy and the value exchange 30:11 AI and the future of ticketing 33:48 What makes a great live event experience? 34:47 Advice for building a career in sports 36:28 Why soft skills will matter more in the AI era

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What happens when the sport that has defined your life suddenly ends?

Anna Laurell Nash is a two-time world champion boxer, three-time European champion, two-time Olympian and PhD who today serves as Executive Director at the Center for Sports and Business at the Stockholm School of Economics.

In this episode of Sports Management Podcast, Anna shares her remarkable journey from starting boxing at 17 to becoming one of the world's leading female boxers.

We discuss her Olympic journey, losing to a young Claressa Shields at London 2012, battling Graves' disease during her career, and the identity crisis she experienced when she stepped away from elite sport.

Anna also explains why athletes need to prepare for life beyond competition, how skills developed through elite sport translate into business, and why women's sport still represents a major untapped business opportunity.

In this episode:

🥊 Starting boxing at 17 🏆 Becoming a two-time world champion 🇬🇧 Losing to Claressa Shields at London 2012 🧠 Athlete identity and retirement 🎓 Combining elite sport with a PhD 📈 The business opportunity in women's sport 💼 Building a career after professional sport 🔥 Recovering from Graves' disease

TIMESTAMPS

00:00 Introduction 01:21 How Anna discovered boxing 03:02 Hiding her boxing competitions from her father 04:31 Starting boxing at 17 06:42 Becoming a world champion and Olympian 08:05 London 2012 & Claressa Shields 10:55 The athlete identity crisis 13:33 Combining boxing with a PhD 15:54 Finding purpose after boxing 17:19 The business opportunity in women's sport 20:14 Fairness and inclusion in boxing 22:34 Battling Graves' disease 26:30 Supporting the next generation 28:02 Advice for building a career in sports

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Can sport ever truly be separated from politics?

Terrence Burns has spent more than three decades working at the highest levels of Olympic marketing, sponsorship and bidding.

In this episode of Sports Management Podcast, Terrence takes us inside the business and politics of the Olympic movement — from commercialization and sponsorship to the extraordinary process of bidding to host the Games.

We also tackle some of the most difficult questions facing global sport.

What does "sportswashing" actually mean? Should countries with controversial governments host major sporting events? Should Russian athletes be allowed to compete? Do Olympic boycotts achieve anything? And where should sport draw the line between universal values and geopolitical reality?

Terrence also shares stories from Olympic bids involving Beijing, Sochi, PyeongChang and LA28, and explains why winning a bid is ultimately about much more than stadiums, infrastructure and hotel rooms.

Finally, we explore Terrence's remarkable career journey — from working as a janitor at Delta Air Lines to becoming one of the most experienced Olympic marketing and bidding experts in the industry.

In this episode:

00:00 Introduction 00:46 Has the Olympics become too commercial? 02:03 Why Olympic sponsors get marketing wrong 06:00 LA28 and Olympic venue naming rights 07:13 How commercialization changed the Olympics 08:56 Athletes, social media and personal brands 15:44 What actually wins an Olympic bid? 19:52 Beijing, Sochi and PyeongChang 26:09 What does "sportswashing" really mean? 29:14 Human rights and hosting major sporting events 31:54 Should Russian athletes compete? 35:46 Do Olympic boycotts actually work? 37:31 What to expect from LA28 39:52 Terrence's unusual career journey 45:38 Learning from losing Olympic bids 50:27 Who should come on the podcast next?

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Could padel become the new golf for business, networking and hospitality?

In this episode of Sports Management Podcast, Marcus Filipsson sits down with Chris King, Founder of Crafted and former co-founder of Sports Recruitment International.

Chris is building Crafted around a different vision of modern hospitality—combining sport, wellness, nature, community, coworking and social experiences in one place.

We discuss why padel has become central to that model, why Chris believes it works particularly well as a business and networking sport, and whether padel can translate its extraordinary participation growth into a successful spectator product.

Chris also shares his thoughts on the modern wellness industry, why people may be over-optimizing their health, the loneliness created by remote work, what today's employees are really looking for from employers, and why hospitality increasingly needs to create a sense of belonging rather than simply provide accommodation.

We also explore Chris's unconventional career journey—from studying sports science and being rejected by Nike and IMG to building an international sports recruitment business and eventually launching Crafted.

In this episode:

• Is padel becoming the new golf? • Why padel works so well for business networking • Can padel succeed as a spectator sport? • The future of sports hospitality • Why community and belonging matter more than ever • Has wellness culture become too obsessive? • Sport, nature and the hospitality experience • Why people increasingly choose culture over salary • How to break into the sports industry • Why curiosity and hustle still matter • Chris King's unconventional career journey • The future of Crafted

00:00 Introduction 00:11 What Is Crafted? 01:41 Disconnecting From the Digital World 02:19 Building a Sustainable Hospitality Concept 04:10 Why Padel Became Part of Crafted 05:22 Wellness, Wild Swimming & Cold Therapy 06:33 Has Wellness Culture Gone Too Far? 07:48 Why Balance Matters More Than Optimization 08:28 Designing a Different Hotel Experience 09:40 Why Chris Chose Padel 11:00 Can Padel Become a Spectator Sport? 12:26 How Guests Use Crafted 13:04 Remote Work and the Loneliness Problem 14:13 Combining Work, Travel & Hospitality 15:14 How Global Brands Use Crafted 16:31 Experiences Beyond Alcohol 17:12 Sustainability & Biodiversity 19:16 Is Padel Becoming the New Golf? 21:14 Why Padel Is More Inclusive 21:51 The Future of Crafted 23:55 Could Crafted Expand Into Scandinavia? 25:29 Chris King's Career Journey 27:26 Being Rejected by Nike and IMG 28:03 Leaving Corporate Life at 26 28:33 Building Sports Recruitment International 30:42 Building the Right Company Culture 33:15 How to Break Into the Sports Industry 35:25 Why Your LinkedIn Profile Matters 36:31 Choosing the Right Career Path

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Welcome to episode 267 of Sports Management Podcast.

Can you build an entirely new sport from scratch?

In this episode of Sports Management Podcast, Marcus Filipsson speaks with Greg Roe, former Team Canada trampoline athlete and Co-Founder of the Freestyle Trampoline Association.

Freestyle trampoline started as an athlete-led movement fueled by backyard videos, social media and a generation that wanted to experience trampoline differently from the traditional Olympic system.

Today, the association operates events around the world—but getting there meant creating everything from judging systems and equipment standards to insurance, sponsorship models, international events and an entirely new sporting culture.

Greg shares what it really takes to build a sport from zero, why freestyle trampoline has been described as a sport "born on Instagram," whether Olympic recognition actually matters, and why brands are becoming less interested in follower counts and more interested in direct access to customers.

We also discuss the realities of entrepreneurship, protecting a sport from investors too early, the future of action sports and Greg's remarkable journey from a Russian orphanage to Team Canada and eventually building a global sports organization.

In this episode:

• How a new sport gets created from scratch • Why freestyle trampoline was born through social media • Athlete-led sports vs traditional federations • Can an Instagram-born sport reach the Olympics? • What sponsors actually want in 2026 • Why follower counts are losing commercial value • Building events, rules and infrastructure from zero • Protecting the culture of a young sport • The reality of 12 years of entrepreneurship • Greg's journey from Russia to Team Canada • The future of freestyle and action sports

00:00 Introduction 00:14 What Is Freestyle Trampoline? 01:29 Building an Athlete-Led Sport 03:20 How Do You Create a Sport From Scratch? 05:18 Why Athletes Wanted Something Different 07:19 Breaking Away From Traditional Trampoline 09:07 The Viral Video That Changed Everything 10:18 Finding the Right Co-Founder 10:49 Building the Sport Without Advertising 12:43 Can a Sport Born on Instagram Reach the Olympics? 14:20 The Rise of the "Flipping" Sports Industry 15:35 Competition Between New Action Sports 18:06 Building a World Championship 21:15 The Business Behind a New Sports League 24:38 Why Some Sports Never Grow 26:26 Why Taking Investors Too Early Can Be Dangerous 27:13 Working With the X Games 28:41 Why Follower Counts Matter Less to Sponsors 30:50 What Brands Actually Want 33:55 Does Freestyle Trampoline Need the Olympics? 35:29 Building a Business Beyond Competition 39:16 The Reality of Being a Sports Entrepreneur 42:46 Fighting an Established Industry 44:23 Greg's Journey From a Russian Orphanage 45:23 Becoming an Elite Trampoline Athlete 47:46 Team Canada, World Records & America's Got Talent 51:24 From Athlete to Entrepreneur 51:37 Where to Find Freestyle Trampoline

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What can sport accomplish beyond competition?

In this episode of Sports Management Podcast, Marcus Filipsson speaks with Rita Finkel, Co-President of the Armory Foundation and Director of Armory College Prep in New York City.

The Armory may be known as one of the fastest and busiest indoor tracks in the world, but its impact stretches far beyond athletics.

Rita explains how the organization uses sport as a gateway to education, opportunity and community—helping underserved young people prepare for college, placing students into meaningful paid internships, creating programs for seniors and bringing together one of New York City's most diverse communities.

We also discuss whether college degrees still matter in the age of AI, why internships are so important, what sports can teach us about life, Rita's career in fencing and track & field, and the leadership lessons she's learned over more than two decades at the Armory.

In this episode:

• How the Armory combines sport and education • 11 years of 100% college admission for Armory College Prep seniors • Why college still matters in the age of AI • The importance of internships and career exposure • How sport can support underserved communities • Tackling isolation and inactivity among older adults • Leadership lessons from Dr. Norbert Sander • Rita's advice for building a meaningful career • The history and future of the Millrose Games

Time stamps:

00:00 Introduction 00:19 Inside the Armory Foundation 01:47 Using Sports to Support Education 02:36 100% College Admission for 11 Years 03:04 How Armory College Prep Works 04:56 Finding Scholarships and Financial Aid 06:05 Do College Degrees Still Matter in the Age of AI? 08:31 Why College Fit Matters 09:22 The Power of Paid Internships 11:31 Why Critical Thinking Still Matters 12:27 From Fencing to Track & Field 14:43 Why Track & Field Is Different in the United States 16:59 The 2026 World Cup in New York 17:40 Rita's Journey Into Sports 18:45 Helping Seniors Through Sport 21:07 Why Community Matters 23:25 Rita's Career Advice 25:31 The Leadership Lesson That Changed Her Thinking 26:48 Why Great Leaders Change Their Minds 26:54 Career Setbacks and Resilience 30:09 The Armory's Community Impact 31:33 Inside the Millrose Games

If you enjoy the episode, follow Sports Management Podcast and share it with someone who believes sport can create change beyond the playing field.

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