The International Olympic Committee (IOC) endorsed full recognition of World Lacrosse for men’s and women’s lacrosse, an important step forward in the sport’s journey to
SFM Events, LLC has hired best-in-class teammates 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.
Joe is an emerging event professional with extensive experience planning large youth lacrosse events throughout the Northeast United States. He has guided the execution of lacrosse tournaments and showcases with an average attendance of over 5,000 athletes and guests per event. Joe brings an entrepreneurial spirit, expertise in the operational aspects of youth lacrosse events, and deep knowledge and love for the sport to his role as the event manager for Halo LAX.
In his role, Joe is responsible for developing and executing Halo LAX events at SFM Network venues. He serves as the liaison between the SFM Network and participating teams and individuals to ensure a tremendous event and tournament experience. Additionally, Joe drives the growth of the Halo LAX brand by performing business development, planning, and operational tasks for new events.
Joe graduated from the University of Tampa where he played lacrosse and was an integral part of teams that won four straight Sunshine State Conference Championships. He was also placed on the All-Academic Team.
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.
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.