To many people, lacrosse is just another sport. But to those who love the game, it is a way of life. Lacrosse is not just
The Sports Facilities Management has hired best-in-class team mates to run Halo Lacrosse events seamlessly.
Take a look at the Halo Team: the people who have made all these events possible.
Joel Franklin is passionate about high quality sports event management and the positive impact his work has in the lives of others. He brings over three decades experience in directing tactical business operations and collaboration with organizational leaders. Since the beginning of his career, Joel has understood the importance of caring for customers, respect, inclusion, innovation and giving back to the community. This led to him cultivating strategic business relationships with Fortune 500 and partners through the Americas and Europe. He joined SF Companies in May 2020 as Events Manager.
Prior to joining SF Companies, Joel acted as founder and managing director of Level 2 Sports: a startup focused on delivering high quality athletic events and cross-marketing channels. His efforts in founding the Baltimore Elite Lacrosse Club and directing the National Lacrosse Classic made collegiate and professional opportunities accessible to tens of thousands of players. His work ethic and understanding of event operations gives him a unique perspective when leading teams in the global sports events industry.
An avid lacrosse enthusiast for over 50 years, Joel played the sport at the collegiate level, has a Certification of Professional Achievement from Columbia University with a focus on sports management, global expansion of sports, sports analytics, and data. He is a Baltimore native and enjoys spending time with his wife, children, and grandchildren.
Justin joined SFM in February of 2020 serving as the National Director – Events & Entertainment. With extensive experience in the sports tourism industry and having held director positions in several organizations, he has a proven track record of entrepreneurial success in rapidly growing companies. As a life-long competitor and sports tourism enthusiast, he has a deep appreciation for the economic, social and community-based benefits sports provide.
Prior to joining SFM, he spent three years representing the $2.8 billion tourism industry of DuPage County, Illinois, as the Director of Business Development. In this role, he created and launched the DuPage Sports Commission to harness the power of sports tourism on behalf of the County’s 38 communities and nearly one million residents and numerous stakeholders. During this time, he orchestrated new event and entertainment partnerships with dozens of national governing bodies and rights-holders and led the creation of new grassroots events.
Jeff Martin is an Event Coordinator for Sports Facilities Management and works with the Halo Lax, Hype Nation, and AMP event brands. He has worked with athletes, coaches, vendors, and facilities across the US and Canada.
Jeff has worked within the athletics industry for many years and from multiple perspectives. Prior to joining SFM, Jeff was a part of the original coaching staff responsible for the creation and operations of the Men’s Lacrosse program at the Florida Institute of Technology. While at Florida Tech, he also worked with the university’s event staff to manage and operate basketball, volleyball, and football games and fundraisers. Upon leaving Florida Tech, Jeff moved on to managing the sports programming for an indoor/outdoor athletic facility in Auburn Hills, MI. Most recently, Jeff was an Event Portfolio Manager for LEGACY Global Sports and managed the National Lacrosse Classic, one of the most diverse lacrosse events in the country that combined education and competition directed by NCAA coaches for boys and girls of all ages.
Ashley Whittaker has led a variety of sports, recreation, events and fitness branding and marketing campaigns, strategies, and special projects since 2008. Since joining the company in 2016, Ashley leads corporate marketing and business development for both SFA & SFM helping to achieve year-over-year sales goals and sustained growth for the firms. Ashley also leads the SFM Facility Marketing department which leads the brand development, marketing strategy, reporting and execution oversight, and graphic design for the SFM Network portfolio and limited-term marketing projects. This team’s experience spans 10 states in businesses ranging from small local aquatic facilities, to ninja gyms, public parks, and sports tourism destinations. In 2019, Ashley led the brand logo & identify, email nurture campaign development, and overall launch of the
SFM Network identity and campaign.
With over eight years of experience in marketing and advertising management as well as event planning, Tracy brings in-depth knowledge of marketing best practices and project management to SFM. Her educational background includes a B.B.A in Marketing from the University of Texas at San Antonio, where she was an intern for the company managing marketing initiatives for all NCAA sports with the university. In this unique role, she was able to assist the sports marketing company with UTSA’s inaugural football season and gained invaluable experience working in the sports marketing industry. Since 2012, she has been a freelance marketing and social media advertising consultant working with a variety of clients and projects across multiple industries. Previous to
her current role, Tracy worked for a large social media company where she led a team in Austin, Texas, and Dublin, Ireland, in advertising campaign management while also completing her MBA with Concordia University Texas in Austin.