U.S. Figure Skating today announced that it has named longtime sports industry leader Matt Farrell as its Chief Executive Officer. Farrell brings nearly 30 years of experience to the organization, having spent the majority of his career in C-suite positions within the Olympic movement.
Before joining U.S. Figure Skating, Farrell most recently served as CEO of Bat Around, a virtual mixed-reality software and app designed for use in batting cages, while also leading his own sports marketing consulting firm, Farrell Sports. Most notably, Farrell spent more than 13 years as Chief Marketing Officer at USA Swimming where he led all commercial operations, helping the organization reach the highest sponsor revenue and membership numbers in its history. Additionally, Farrell has held marketing leadership roles at the United States Olympic and Paralympic Committee, Warner Brothers Entertainment and the Golf Channel/NBC Sports.
“It’s clear that Matt brings the expertise and vision needed to lead U.S. Figure Skating through the lead-up to the 2026 Olympics and beyond,” said Sam Auxier, who is stepping down as interim CEO and will resume his role as president. “His proven leadership within the U.S. Olympic & Paralympic movement, combined with his deep knowledge of the sports industry and bold, strategic thinking will help accelerate the sport and the organization into a new era of growth and success. I would like to thank board members Jackie Chang and Tina Lundgren for all of their work co-chairing the CEO search committee that led us here.”
Farrell will be responsible for building strategies to enhance programming and membership, generate partnership and philanthropic revenue and steward relationships across the national and international sporting communities.
“I’m incredibly honored to step into this role at such an exciting time for U.S. Figure Skating,” Farrell said. “With an historic Worlds behind us and the 2026 Olympics in Milano Cortina ahead, there’s a fresh sense of momentum and possibility across the sport. In the months to come, I’m eager to collaborate with our amazing athletes, passionate fans and dedicated partners to keep growing the community we all care so deeply about.”
In addition to its internal search committee, U.S. Figure Skating retained executive search and leadership advisory firm, Elevate Talent, to lead the search for the substantial position.
“We are proud to have partnered with U.S. Figure Skating during this important leadership transition,” said Jeff Yocom, senior partner of Elevate Talent. “Through a comprehensive and highly competitive process, we were pleased to help identify the best candidate to lead the organization into its next chapter. We are confident that Matt’s leadership will position U.S. Figure Skating for continued success on and off the ice.”
Farrell and his wife, 1984 Olympic silver medalist in gymnastics Michelle Dusserre Farrell, reside in Colorado Springs and they have two adult daughters, Abby and Zoe. He will officially assume his role on May 19 and will be based at the organization’s headquarters.
