190. Phil Andrews, CEO of USA Fencing, on Growing a Niche Sport, Membership Models, and Media Partnerships

How does a sport that many people notice only once every four years build sustained, double-digit growth year after year? What can associations learn from USA Fencing about making a specialized community more visible, accessible, and relevant, without a giant marketing budget?In this episode of Associations Thrive, host Joanna Pineda interviews Phil Andrews, CEO of USA Fencing. Phil discusses:How USA Fencing is both an Olympic national governing body and a member-based association, serving approximately 800 clubs and more than 50,000 active fencers ranging in age from six to 86.Why fencing has experienced four consecutive years of double-digit growth..Why associations cannot focus exclusively on serving the community already in front of them, but also make it easier for prospective members to walk through the front door.How the organization identifies celebrities, performers, business leaders, and other public figures with authentic ties to fencing, and builds relationships with them instead of relying on paid influencer campaigns.How USA Fencing’s strategic plan has addressed governance, operational excellence, collegiate partnerships, Paralympic athlete funding, brand growth, and revenue diversification beyond an events-heavy business model.The complexity of balancing the priorities of a 12-member board, athletes, coaches, referees, clubs, three fencing disciplines, Paralympic fencing, recreational members, and elite competitors.How USA Fencing is reconnecting former student fencers through data collection,, personal email collection, and alumni events that restore a sense of community across generations.References:USA Fencing Websitetryfencing.org