PROFILE
On December 1 , 2022 , the Sports Field Management Association ( SFMA ) welcomed its new CEO Laura Simmons , CAE .
In a letter to members , SFMA President James Bergdoll , CSFM , CPRP , stated “ We received hundreds of applicants and conducted numerous interviews with some very impressive individuals . After all was said and done , one candidate stood out among the crowd .”
Bergdoll added , “ Laura has a proven track record of association leadership , including developing innovative programs , growing membership , managing finances / budgets and implementing strategic plans .”
Most recently , Simmons served as deputy director for the Federation of State Massage Therapy Boards , and has more than two decades of experience serving associations and working in the world of property management . Simmons received her MBA from Webster University and a BA from the University of Kansas , and has been recognized as a Certified Association Executive ( CAE ) from the American Society of Association Executives .
“ In addition to Laura ’ s impressive background , in her first interview she brought boundless positive energy and showed great interest in tackling SFMA ’ s challenges and championing our members ,” Bergdoll stated . “ In short , she blew the selection committee away . Laura brings poise and professionalism to the role , and is absolutely an outside-the-box thinker who will provide a fresh perspective to the association .
“ Laura will be responsible for enhancing SFMA ’ s role and profile as a member advocate and positioning the association as the leader in the field for the years ahead ,” he added . “ The board of directors has every confidence she will succeed .”
SportsField Management magazine recently asked Simmons about taking on the role of SFMA CEO , and her vision for the association .
SPORTSFIELD MANAGEMENT ( SFM ): Please tell us a bit about yourself and your background .
LAURA SIMMONS , CAE : I got into the association management business by accident . When I graduated from college , we were in a bit of an economic downturn ; so , getting a job was not easy . I was working in retail , and through a friend of a friend , I found out about an office manager position . I took that , and it was with an association – and I fell in love with it . It was a small staff – similar to SFMA – and we all wore multiple hats . It was a great opportunity for me to get exposed to all areas of association management – not just one niche area . I loved working with members and helping them to better their profession and their industry . Over the years I have worked with a variety of different associations and membership organizations , learned all the best practices , and was able to hone my leadership skills . I have become more of a collaborative person – I like to brainstorm and bounce ideas off people . I am a firm believer that if I have a good idea and you have something to add to it , then it becomes a great idea – and much better than anything I could come up with on my own . I really appreciate diversity of thought and ideas and being able to formulate those things into action plans and goals for the future . My philosophy comes from working with – and for – the members , making sure I am doing what I can to help them achieve their goals .
SFM : In the official announcement to SFMA members , it was mentioned that in your previous roles you have developed innovative programs , grown membership , managed finances and budgets , and implemented strategic plans . Looking at all of that , what would you say are the biggest strengths you bring to SFMA ? SIMMONS : It would be that diverse experience . I only have a 30,000-foot view of the organization so far , and I have a lot of learning to do . But the fact that I have that varied experience from working with other associations , and the ability to wear many hats , gives me that ability to take in the full context of everything that is going on within the organization . Before making any decisions or making any moves , I am good at looking at every aspect – from financial to strategic to public relations . I am able to look at the entire realm of the organization and the impacts that decisions could have . So , my biggest strength is making fully informed decisions .
SFM : Would you say the most important attribute for any association executive is that type of flexibility and diversity ? SIMMONS : Yes , flexibility , diversity of thought , and collaboration – being able to listen to the members . I know every member is probably going to have a different answer if I asked , “ What is your number-one need ?” Being able listen ; recognizing individual traits of people ; and honoring those differences among individuals , their industries and their roles really is key to being successful in association management – regardless of your role .
SFM : What attracted you to the SFMA CEO position ? SIMMONS : Honestly , the dedication to the members . When I first found out about the position , I took a deep dive into the website and the magazine . It was the commitment to the values and the profession itself . Being able to build on the education and knowledge sportsfieldmanagementonline . com January 2023 | SportsField Management
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