USAPA INFRASTRUCTURE
GROWS YET AGAIN
GEORGE BAUERNFEIND HIRED
AS MANAGING DIRECTOR
OF MARKETING AND COMMUNICATIONS
BY JUSTIN MALOOF
USAPA EXECUTIVE DIRECTOR
his year, USAPA has made a substantial
commitment to growing the staff
infrastructure as eight new staff/
contractors have been added to the
team. In early September, the USA Pickleball
Association (USAPA) added another key member to
its leadership team—George Bauernfeind will be the
governing body’s Managing Director of Marketing
and Communications.
In his new position, Bauernfeind will lead USA
Pickleball’s Marketing, Communications and
Business Development department with a focus on
building and executing a comprehensive marketing
and brand strategy to broaden the reach, build the
brand, drive increased membership and grow the
sport of pickleball. This also includes efforts to grow
digital and social media engagement with members,
pickleball participants and sports fans. He will also
lead targeted media plans across all channels that
highlight USA Pickleball’s key strategic initiatives
and events, including the Margaritaville USA
Pickleball National Championships, the Regional
Tournaments, junior programs and recreational play.
Prior to joining USA Pickleball, George was Head
of Marketing for Olympic & Paralympic Programs
at BP America, a Team USA partner through
the London, Sochi and Rio Games. During his
leadership, they built from the ground up a fan
base and social following of more than 400,000
for @BPTeamUSA channels. He also implemented
several multi-channel, integrated marketing, brand
and digital campaigns that increased revenue, and
created, planned and managed 300+ events and
experiential programs, driving a big increase in
attendance and receiving “experience of a lifetime”
customer feedback and an “outstanding” rating from
internal teams. BP’s leadership and support for
the Paralympics and communities earned the team
the Amazing Impact Award from the U.S. Olympic
Committee.
Most recently, Bauernfeind
built a start-up content
business at TFA
Productions and was
executive producer of the
film “Empty Net” about
Team USA’s Paralympic
hockey team, who won
gold in dramatic fashion at
the Pyeongchang Games
despite many obstacles on
their journey. It premiered
on NBC Sports after Game
4 of the 2018 Stanley Cup
Finals and is currently
streaming on Amazon Prime.
George Bauernfeind
George is also a member of USA Triathlon’s
Marketing Board, promoting the growth and
development of triathlon, serving as a sport
ambassador, and providing leadership support of the
Marketing and Sponsorship agenda to drive brand,
fans, reach and sponsors.
Bauernfeind earned his undergraduate degree from
Indiana University’s Kelley School of Business and a
Master of Business Administration from Bellarmine
University in Louisville, KY. He was first introduced
to pickleball six years ago and enjoys playing with
his wife Susie and his two young adult sons, John
and Zach.
USAPA is extremely fortunate to have a person of
George’s expertise and professionalism leading
our marketing and communications efforts. The
Olympic initiatives he spearheaded as a high-
level executive will certainly provide USAPA with a
targeted approach as we position our organization
for substantial growth in the immediate future. He
brings a great deal of enthusiasm and will certainly
continue to elevate pickleball to the next level and I
couldn’t be happier to have him join our team.
SEPTEMBER/OCTOBER 2019 |
MAGAZINE
9