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Sport Business Management: Keiser University

Sport Business Management: Keiser University

$70.00 USD

Available As

vitalsource bookshelf

Accessing our ebooks is as easy as 1-2-3

1. We email you an access code after you place your order.

2. You redeem the code on the VitalSource Bookshelf.

3. Enjoy!


    This custom ebook includes chapters from Health Fitness Management, Third Edition, and Sport Marketing, Fourth Edition. It has been specifically designed for students taking the course Sport Business Management (PET4517) at Keiser University.


    Custom ebook for students taking the course Sport Business Management (PET4517) at Keiser University.

    Table of Contents

    Recognizing the Importance of Leaders and Managers
    From Health Fitness Management, Third Edition

    Understanding Organizational Design
    From Health Fitness Management, Third Edition

    Recruiting the Best Staff for Your Facility
    From Health Fitness Management, Third Edition

    Training and Developing Staff
    From Health Fitness Management, Third Edition

    Managing Staff Performance
    From Health Fitness Management, Third Edition

    Increasing Membership Sales
    From Health Fitness Management, Third Edition

    Strategic Marketing Management
    From Sport Marketing, Fourth Edition

    Managing Sport Brands
    From Sport Marketing, Fourth Edition

    Focusing on Customer Service
    From Health Fitness Management, Third Edition

    Retaining Members Through Program Management
    From Health Fitness Management, Third Edition

    Generating Revenue Through Profit Centers
    From Health Fitness Management, Third Edition

    Market Segmentation
    From Sport Marketing, Fourth Edition

    Understanding Financial Management
    From Health Fitness Management, Third Edition

    Social Media in Sport
    From Sport Marketing, Fourth Edition

    Maintaining Your Facility
    From Health Fitness Management, Third Edition

    Understanding Legal and Insurance Issues
    From Health Fitness Management, Third Edition

    Strategic Planning and Evaluation
    From Health Fitness Management, Third Edition


    Mike Bates is the owner of Refine Fitness Studio, located in Windsor, Ontario. Bates has worked in a variety of positions in the fitness industry, including sales, front desk, personal training, and management. He was recognized as one of the top sales managers at GoodLife Fitness in Canada and achieved one of the club chain’s highest retention levels. Bates is also a lecturer at the University of Windsor, teaching courses in sport management, human resource management, and strength and conditioning. He coordinates and teaches personal training and sports conditioning certification courses in Windsor and is a regular speaker at International Health, Racquet & Sportsclub Association (IHRSA), canfitpro, and Club Industry. He was the managing director of Human Kinetics Canada from 1999 to 2007. Bates holds BHK and MBA degrees from the University of Windsor.

    Michael Spezzano is a consultant in health, fitness, and healthy living program management and development, specializing in medical fitness programs and health care collaborations. Working with staff teams, he develops innovative and effective program solutions that respond to constituent needs and maintain organization health and vitality. Spezzano has extensive experience in developing and managing a broad range of adult and youth programming.

    Prior to his consulting work, Spezzano had a 35-year career with the YMCA. As vice president of programs and membership at the YMCA of Greater New York, Spezzano managed delivery of health and fitness programs and membership services for the largest Y in the United States. He was responsible for $60 million in annual membership revenue and three annual marketing campaigns responsible for producing 20,000 new members a year. Prior to that, he was the national health and fitness director for the YMCA of the USA. In that position he provided national Y leadership in the field of health and fitness. His responsibilities included program design and development, certification training, resource development, and consultation to 2,600 YMCAs in the United States.

    Spezzano has been featured in numerous national media outlets, including ABC TV online, New York Times, USA Today, Web MD, Newsweek online, Lifetime online, Men’s Health magazine, Weight Watchers magazine, Family Life magazine, and Wall Street Journal.

    Guy Danhoff has been teaching at Missouri Baptist University (MBU) in St. Louis, Missouri, since 2008. He currently serves as coordinator of the graduate fitness management program within the health and sport sciences division. Danhoff teaches courses in that division (fitness management, sport and social media, and sport marketing) as well as courses within the MBU School of Business (strategic management, entrepreneurial marketing, current issues in marketing, and introduction to marketing for health care systems). Danhoff completed all of his course work in 2018 and is slated to complete his business administration doctoral degree program at Walden University before 2020. His doctoral research capstone project is titled “Social Media Marketing Strategies to Increase Revenue in the Health and Fitness Industry.” Danhoff also holds a master’s degree in exercise science as well as a bachelor’s degree in corporate fitness from Western Illinois University in Macomb, Illinois (magna cum laude).

    Prior to teaching in higher education, Danhoff spent 14 years in the fitness industry, with positions in sales, sales management, business development, and marketing. He was the director of fitness entertainment technology and operations for MYE Entertainment North America. He was recognized with the Top Producer of the Year award by multiple fitness equipment and fitness technology companies, including Fitness Warehouse, Tectrix, and Netpulse. He was later appointed by Precor to manage two national sales accounts: XSport Fitness and Power Wellness. Today, Danhoff consults with organizations—ranging from small businesses to large global brands—regarding their digital and social media marketing strategies and the use of data analytics to drive business intelligence and revenue generation. Since February 2018 Danhoff has served on the board of directors for the Missouri Association for Health, Physical Education, Recreation and Dance (MOAHPERD), overseeing the direction of the organization’s digital marketing and communications.

    Bernard J. Mullin, PhD, is chairman and CEO of the Aspire Group, a leading global management and marketing consulting business focusing on the sport and entertainment industry. He previously served as president and chief executive officer of Atlanta Spirit, LLC, where he was responsible for overseeing all team and business operations for the NBA's Hawks and NHL's Thrashers and management of the world-class Philips Arena.

    Mullin has more than 30 years of experience in the sport management industry involving executive positions with professional teams and leagues, where he specializes in start-ups and turnarounds, breaking numerous all-time league ticket sales and attendance records. In addition to his position in Atlanta, Mullin served as the NBA’s senior vice president of marketing and team business operations, president and general manager of the IHL’s Denver Grizzlies, senior vice president of business operations for the Colorado Rockies, and senior vice president of business for the Pittsburgh Pirates. He has also acted as the owner’s representative on major design and construction projects, including Coors Field and University of Denver’s award-winning athletic facilities.

    Before and during his career in professional sports, Mullin spent several years in intercollegiate athletics and higher education. He served as vice chancellor of athletics for the University of Denver and as professor of sport management at the University of Massachusetts. Mullin holds a PhD in business, an MBA, and an MS in marketing from the University of Kansas, where he coached the varsity soccer program. He holds a BA in business studies from Coventry University in England, where he played soccer semiprofessionally for the Oxford City Football Club.

    Stephen Hardy, PhD, was a professor of kinesiology and affiliate professor of history at the University of New Hampshire until his retirement in 2014. In 2003-2004, he served as interim vice provost for undergraduate studies. Hardy also taught at the University of Massachusetts (where he earned his PhD), the University of Washington, Robert Morris College, and Carnegie Mellon University. Over three decades, he taught courses in sport marketing, athletic administration, and sport history as well as a popular introduction to the sport industry. Besides Sport Marketing, his publications include How Boston Played (1982, 2003) and numerous articles, book chapters, and reviews in academic presses. He is completing a coauthored history of ice hockey. His reviews and opinions have appeared in popular outlets such as the Boston Globe, New York Times, and Sports Business Journal. From 1995 to 1999, he was coeditor of Sport Marketing Quarterly. In 1997, he was elected a fellow of the American Academy of Kinesiology and Physical Education. He has won college and university awards for excellence in research and teaching.

    Hardy has extensive experience in college athletics. He played hockey for Bowdoin College in the late 1960s and cocaptained the 1969-1970 team with his twin brother, Earl. After coaching stints at Vermont Academy and Amherst College, he joined the Eastern College Athletic Conference in 1976, where he served as assistant commissioner and hockey supervisor until 1979. During that time, he supervised collegiate championships in venues such as the Boston Garden and Madison Square Garden, and he worked closely with the NCAA Ice Hockey Committee and its affiliated championships. He served on the board of directors of the America East Athletic Conference from 2000 to 2002. In 2003, he was selected by the Hockey East Association as one of 20 special friends to celebrate the league’s 20th anniversary. At UNH he served as faculty representative to the NCAA and chaired the president’s Athletics Advisory Committee from 1996 to 2011. He is a founder of the Charles E. Holt Archives of American Hockey, which are located at UNH’s Dimond Library. He lives with his wife, Donna, in Durham, New Hampshire.

    William A. Sutton, EdD, is the founding director and professor at the sport and entertainment business management graduate program in the management department at the University of South Florida. He is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Sutton has gained national recognition for his ability to meld practical experience in professional sports with academic analysis and interpretation.

    His consulting clients cover a who’s who of professional athletics: the NBA, WNBA, NHL, Orlando Magic, Phoenix Suns, MSG Sports, and New York Mets. Sutton frequently serves as an expert on the sport business industry. His insights and commentary have appeared in USA Today, New York Times,, Washington Times, Fox Business, Orlando Sentinel, South Florida Sun-Sentinel, Advertising Age, and Brand Week. On the international front, Sutton is a contributor to the Italian publications Basketball Gigante and FIBA Assist.

    Sutton served as vice president of team marketing and business operations for the National Basketball Association. In addition to working at the NBA, Sutton was past president of the North American Society for Sport Management (NASSM), a founding member and past president of the Sport Marketing Association (SMA), president of the Southern Sport Management Association, a special events coordinator for the City of Pittsburgh, a YMCA director, vice president of information services for an international sport marketing firm, and commissioner of the Mid-Ohio Conference. He was inducted into the College of Education Hall of Fame at Oklahoma State University (2003) and as an inaugural member of the Robert Morris University Sport Management Hall of Fame (2006), and received lifetime achievement awards from the Southern Sport Management Association (2012) and the Sport Entertainment & Venues Tomorrow conference at the University of South Carolina. He lives with his wife, Shana, in Tampa and Clearwater Beach, Florida.