Show notes
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.
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