Want a front-row look at how sports careers actually start, and how a young club becomes a community heartbeat? Wes sits down with Professor Craig Schmitt of the University of Arkansas to connect the dots between classrooms, street teams, stadium design, and the human moments that make match days unforgettable. Craig’s path runs from youth hoops and nonprofit programs to graduate study and a faculty role where he “coaches” students into the recreation and sports industry. His central insight is deceptively simple: experience matters, but storytelling wins. If you can name the skills, show the outcomes, and explain the growth, you’ll move faster than titles alone ever will.

We dig into U of A’s layered approach, undergrad exploration across facilities, finance, marketing, revenue, and law; a master’s cohort embedded in college athletics; and PhD training rooted in rigorous research and teaching. Craig opens up the playbook on networking trips to franchises, venues, agencies, and pushing students beyond marquee brands to the wider world of sport tourism, outdoor recreation, and event operations. Then we zoom in on Ozark United FC: a regional identity that sidesteps the Razorback shadow and grassroots tactics that turn awareness into belonging across Fayetteville, Rogers, and beyond.

From there, the conversation becomes about experience design and fan psychology. Smaller, smarter venues. Proximity you can feel. Concourses that keep you in view of the pitch. Tech that extends identity beyond match day, paired with a warning about over-automation: when parking, tickets, and concessions go touchless, we risk losing the human spark that sells the second beer and creates a story worth retelling. Craig’s prediction is bold and timely: clubs that restore human touch points without sacrificing convenience will win loyalty. If you care about sports business, fan experience, or the future of soccer in Northwest Arkansas, this one hits the sweet spot.

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