As a lifelong avid sports fan and a proponent of “relational” research, Chad takes great pride in projects that ensure the love of sports continues for future generations.
He co-founded Luker on Trends with Dr. Rich Luker in 2009 with the goal of providing deeper intelligence to help clients grow their fan bases over a lifetime. Luker on Trends later became a part of SSRS. Chad has led strategic projects for major brands including ESPN, the NFL, MLB, EA Sports, and Anheuser-Busch. He was also recognized as a Sports Business Journal Forty Under 40 recipient in 2019. Prior to receiving his PhD, Chad worked in marketing for both professional and collegiate sports. His strategic work now focuses on understanding why fans engage, the value of community, and the importance of in-person social experiences to enriching people’s lives.
He has degrees from both Wake Forest University and NC State University. ACC rivalry is fiercely competitive as his immediate family members have ties to 9 different ACC schools. Outside of work, Chad’s interests include hiking and running. He also loves to create things, whether it is DIY construction projects or artwork at home.