by Kirsten Carlson
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magine you are hanging out on a warm spring day, happily going about your business and all of a sudden a big bus pulls up and who steps off it all full of energy and toting his squash racquet, but none other than Jonathon Power. That would make just about any squash fan’s day, and at the very least spark curiosity in someone who has never heard of the sport. Well, this scenario will soon be a reality for residents of several North American cities. A bus tour to spread the word about squash is just one of many initiatives comprising SquashPower, a squash marketing and development company chaired by Canadian World. No. 6 Jonathon Power.
“SquashPower will expand the development of squash through education, promotion and grassroots programs,” said Power. “Our goal is to help squash players reach their goals.”
IT'S OFFICIAL (L-R) Rick Keating (Chief Marketing Officer),
touring pro John White, Chairman Jonathon Power and
CEO Segun Maku make up the braintrust behind SquashPower.
The company, officially founded in November 2005, will embark on a range of tasks, with the main goal being to help squash grow. SquashPower has a comprehensive player representation program, and currently represents Power and Scotland’s John White, who recently relocated to the US. SquashPower will market these players and manage their careers, and also help them with the next step once their squash career is over.
SquashPower’s focus is to develop the sport further. This includes working in areas where the sport is emerging, such as inner cities, and could include working with urban squash programs. This also means going outside North America to nations where the sport is new. SquashPower hopes to be able to identify young, talented players in some of these areas and support them and help them reach their potential.
“If a sport can be launched in an organized way, it develops national pride, and takes national heroes within the sport and takes them into an international scene,” said Rick Keating, SquashPower’s Chief Marketing Officer. “If we can go into a country and identify an up and coming 13-year-old and develop them and help them reach a high level, wouldn’t that be great?”
Keating and Power are two of the six senior executives heading up SquashPower, all with diverse business and squash backgrounds. Keating said Power is very involved, despite his hectic PSA Tour traveling schedule. According to Keating, when Power is traveling he is constantly working, including talking to other players about getting involved with SquashPower. Keating said that Power’s insight as a top player is vital to the company.
Power will have a very hands on role in SquashPower in the coming months, including in the bus tours, which are tentatively set for spring, with cities yet to be determined. Initially the bus tours will be in North American cities and will feature exhibitions with the squash superstar. So be prepared, because squash’s most unpredictable player may be showing up at your doorstep sometime this year. |
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