Sports/Lifestyle Marketing consultant

Specialist & Consultant


A seasoned Sports Marketing/esports executive, Jim Garfield grew up in Evanston, IL and attended Indiana University where he earned his B.S. in Public Affairs from the School of Public and Environmental Affairs and raced in the famous Little 500 bike race as well as captaining the Adidas Intermural Championship Soccer team for two years.

Following his passion for sports, Jim began a professional career in Adventure Racing as Red Bull’s first American athlete, captaining winning teams throughout his career.  After retiring as a competitive athlete, Jim continued to follow his passion for sports and healthy lifestyle by creating JLG Management, representing professional athletes, brands and entertainment projects in the sports, active and healthy lifestyle marketplace.  Jim was recognized by the State of California and given the California Legislative Sports Award, for excellence and leadership in the Woman’s Sports and Fitness Industry in the effort to fulfill the goals of Title IX.

In addition to JLG Management, Jim served as a Senior Publicist for Paolucci Communication Arts, winning multiple national awards for his innovative marketing and public relations strategies. Jim also served as Director of Media and Marketing for The Active Network, the worlds largest on-line registration technology company, creating and selling innovative national integrated marketing campaigns leveraging the Active Networks various channels and helping the company prepare for its successful Initial Public Offering.  After The Active Network’s IPO, Jim joined Life Time Fitness as Executive Brand Builder, creating successful national integrated marketing campaigns across Life Time’s clubs, events and media assets.  Looking for a broader platform, Jim joined the global Challenge Family Triathlon brand, as Director of Commercial Relationships focusing on U.S.A., Mexico, Canada and Brazil.  

After the pivot away from North American events for Challenge Family, Jim continued his work in the health, wellness and sports marketplace by opening the SCOUT Sports and Entertainment office of Horizon Media in Los Angeles, the largest private media services company in the world.

Leaving Horizon Media, Jim had the opportunity to help launch The WHAM Network as Chief Operations Officer.  The WHAM Network was at the time, the world’s largest media network focused on the lifestyle and culture of esports and gaming.

Most recently, Jim served as Chief of Staff to the President of MRC Entertainment, the global entertainment company that owns MRC Studios (“House of Cards”, OZARK, “The Great”), HOLLYWOOD REPORTER, Billboard Magazine, SPIN, VIBE and MRC Data. 


Established and direct all aspects of boutique professional athlete/brand management agency that assists professional athletes maximize earning potential and build strong personal, marketable brands through strategic career development: sponsorship negotiation, licensing, endorsements, broadcasting opportunities, and endemic and non-endemic marketing opportunities. 
•	Represent athletes, brand and entertainment projects in the sports, gaming, active and healthy lifestyle marketplace.
•	Create and execute effective marketing and advertising campaign strategies with various multinational brands.
•	Develop, implement  and execute successful corporate health, wellness and participation programs.
Noted Accomplishments: 
o	Researched and selected potential acquisition targets for private equity firm, resulting in $5M investment in global mass participation sporting events (MPS) brand in the sports/health vertical.
o	Corporate consultancies include: Red Bull, Tough Mudder, Sketchers USA, Herbalife International, Los Angeles Marathon, Six Senses Resort destinations and MRC Media, including MRC Studios, BillBoard Magazine, Hollywood Reporter, SPIN and VIBE.
o	Negotiated $5M in sponsorship contracts for individuals and events. 


Recruited to launch global operations for an independent and neutral programming network dedicated to the news, lifestyle and culture of esports and gaming found on OTT channels, mobile devices, and connected television. 
·	Led multi-disciplined team of eight prior to develop operational strategy for the network’s worldwide launch.
·	Directed production of original content. Monitored budgets, production schedules, and resources.
·	Secured licensing and negotiated competitive contracts with third parties: films, documentaries, episodic gameplay, instructional, tournaments and more.
·	Defined policies and procedures and established continuing operational management of IT, Marketing, Sales, Finance, and Human Resources.
·	Partnered with CEO to develop business plans, marketing strategies, and strategic initiatives.
·	Collaborated with CEO to cultivate, solidify and manage strategic partnerships across multiple verticals, such as advertisers, recognized influencers, media agencies, and distribution partners.
·	Discovered opportunities to further expand the company through investments, raising capital, potential acquisitions, sponsorships, and corporate alliances.
Noted Accomplishments: 
o	Instrumental defining creative content for original programming that aligned brand promise to support lifestyle, culture and slogan of gaming and esports, “Where Gaming is a Force for Good.”
o	Advanced distribution contracts for 20 OTT outlets, including Zumo, Pluto, Comcast, Roku, and three digital television broadcasters.


COO/ Global Operations

Recruited to grow business on West Coast of US by advancing marketing strategies for Fortune 500 companies within premier sports, various events, esports and entertainment, through the entertainment division of Horizon Media. 
·	Opened the satellite office and mentored junior staff members in sports marketing strategies and methodologies.
·	United with Horizon Media’s Los Angeles branding teams to develop marketing ideas and presentations to expand existing business.
Noted Accomplishment:
o	Acquired three new clients and fostered relationships with Fortune 500 companies for the firm to manage their sport-based sponsorships and marketing efforts, resulting in $350K each of new business in first 6 months.


Manageing Director

Collaborated with European private equity firm seeking expansion of MPS to North America to increase effectiveness of existing intellectual properties and Challenge properties. 
•	Analyzed and initiated potential acquisitions in US, Canada, Mexico and Brazil.
•	Administered marketing deliverables and teamed with multiple international departments to ensure potential clients aligned with corporate goals. 
•	Traveled to multiple international event sites to enforce proper presentation of sponsorship packages and support potential and existing client relationships


Vice President and Director of Commercial Partnerships

Tasked with capitalizing on advertising opportunities within athletic/fitness gyms and at live events. Teamed with Fortune 500 companies to maximize their marketing budgets within the fitness market segment.
·	Sold, coordinated placement, and steered the advertising assets of posters, banners, magazines, and TV along with sponsorship opportunities across 109 nationwide clubs.
·	Discovered and evaluated potential MPS acquisitions and partnership opportunities.
Noted Accomplishments:
o	Negotiated and closed sponsorships for over 120 events such as: The Chicago Triathlon; The New York Triathlon; Women’s Event Series in 11 different markets; and multiple half-marathon multi-city series, plus several stand-alone individual events throughout the country.


Executive Brand Builder 

Acquired and supervised integrated marketing campaigns with Fortune 500 companies to provide targeted advertising on website of largest global processor for MPS events.
Noted Achievements:
o	Searched for targets for acquisition and strategic partnerships, expanding significant business revenue.
o	Created social media campaigns driving traffic to website. Gained more than 190K Facebook followers in first six months.


Director fo Media and Marketing

Find out detailed information about james garfield, Sports/Lifestyle Marketing consultant in santa monica , CA

james garfield: Sports/Lifestyle Marketing consultant in santa monica , CA

james garfield