U.S. Figure Skating Names Matt Farrell CEO

Matt Farrell has been named the chief executive officer of U.S. Figure Skating, one month after the national governing body’s success at the World Figure Skating Championships in Boston and with less than one year before the 2026 Olympic and Paralympic Summer Games in Italy.

Before joining U.S. Figure Skating, Farrell most recently served as CEO of Bat Around, a virtual mixed-reality software and app designed for use in batting cages, while also leading his own sports marketing consulting firm, Farrell Sports.

“I’m incredibly honored to step into this role at such an exciting time for U.S. Figure Skating,” Farrell said. “With an historic Worlds behind us and the 2026 Olympics in Milano Cortina ahead, there’s a fresh sense of momentum and possibility across the sport. In the months to come, I’m eager to collaborate with our amazing athletes, passionate fans and dedicated partners to keep growing the community we all care so deeply about.”

U.S. Figure Skating has been without a permanent CEO since the resignation of Tracy Marek in October 2024 after less than two years in the position.

Farrell will be responsible for building strategies to enhance programming and membership, generate partnership and philanthropic revenue and steward relationships across the national and international sporting communities.

Previously, Farrell spent more than 13 years as chief marketing officer at USA Swimming and has held marketing leadership roles at the United States Olympic and Paralympic Committee, Warner Brothers Entertainment and the Golf Channel/NBC Sports.

U.S. Figure Skating retained Elevate Talent to lead the search for the position. Farrell will officially assume his role on May 19 and will be based at the organization’s headquarters in Colorado Springs.

“It’s clear that Matt brings the expertise and vision needed to lead U.S. Figure Skating through the lead-up to the 2026 Olympics and beyond,” said Sam Auxier, who is stepping down as interim CEO and will resume his role as president. “His proven leadership within the U.S. Olympic & Paralympic movement, combined with his deep knowledge of the sports industry and bold, strategic thinking will help accelerate the sport and the organization into a new era of growth and success.”