In the latest episode of the Franchise Whispering Podcast, host Bob McKay welcomes Madison Gates, a seasoned expert in franchising and youth sports marketing. With over a decade of experience, Madison shares her journey and valuable insights on how sports and franchising intertwine, and how her passion for youth development drives her work at i9 Sports.
Madison Gates began her career over a decade ago as the marketing manager for Carstar, where she played a crucial role in expanding the brand to over 700 locations in North America. Her experience in B2C marketing allowed her to understand the importance of educating consumers, which was pivotal during the pandemic. She later took on the role of VP of Marketing at Mako, where she led significant brand transformations and technology implementations.
Madison’s background in sports management from the University of Michigan significantly influenced her career path. She emphasizes the parallels between teamwork in sports and building successful business operations. According to Madison, effective leadership in both arenas hinges on understanding talent dynamics and fostering empowerment within teams.
In the podcast, Bob and Madison discuss the evolving role of Chief Marketing Officers (CMOs) in today’s business landscape. Madison underscores the need for collaboration between CFOs and CMOs to ensure that marketing strategies align with overall business goals, enhancing customer experiences and retention.
Because they are closely connected to consumer data and innovation, CMOs are uniquely positioned to lead the companies of the future.
Madison’s passion for youth development shines through her current role at i9 Sports. The organization focuses on helping children succeed in life through sports, promoting values such as teamwork and confidence-building. Madison highlights the importance of creating a fun, pressure-free environment for kids, steering away from the cutthroat nature of competitive sports.
A significant part of Madison’s strategy involves educating parents about the benefits of sports participation for their children. She aims to shift the focus from specialization and performance pressure to skill development and enjoyment. Madison’s insights reveal how essential it is to foster a supportive community around youth sports, ensuring that every child has the opportunity to play.
Madison notes the growing interest in girls’ sports, particularly in volleyball and flag football. With initiatives to increase female participation in sports, organizations like i9 Sports are committed to creating inclusive programs that cater to all interests. Madison’s vision for youth sports includes campaigns that promote mental health, physical activity, and a break from screen time.
