top of page
Image by Mitchell Luo


Jon Schmieder

Founder + CEO

Jon has over 25 years of direct experience in the sports tourism industry having held senior leadership roles with three different sports commissions; Phoenix, Tulsa, and Denver.  Schmieder brings a wealth of experience in sports tourism and economic development having also served in lead staff positions for the Senior Olympic Games and Pop Warner Football and Cheerleading. 

Jon Schmieder Headshot

Schmieder twice served as Chairman of the National Association of Sports Commissions (NASC) and was on the organization’s Executive Committee for six years.  While Schmieder served as the President of the Phoenix Regional Sports Commission, the NASC chose the organization as the 2012 Large Market Sports Commission of the Year. 

Schmieder was named the 2012 CEO of the Year by the Phoenix Chapter of the Organization of Non-Profit Executives.  In 2016, Connect Sports honored Schmieder as an industry “Game Changer”.

He holds a bachelor’s degree in marketing from the University of Arizona.  He also holds a master’s degree in higher education leadership from Northern Arizona University.

  • LinkedIn

(602) 369-6955

Cole served as the manager of Olympic & Paralympic Training Center sport business development for the United States Olympic & Paralympic Committee from 2016-2020. In this position, McKeel was in charge of generating outside revenue for the Olympic & Paralympic Training Centers in Colorado Springs, Colo. and Lake Placid, N.Y. Prior to his role with the USOPC, McKeel worked as the marketing and media assistant and diversity and inclusion champion for USA Bobsled & Skeleton. In this role, McKeel was responsible for the company’s partnerships with BMW and Under Armour.

Cole McKeel Logo


Vice President of Partnerships

McKeel serves as the Vice President of GoEmpire Group, a professional basketball athlete representation firm in Chicago. In this role, McKeel is responsible for international operations, including client recruiting and relations, as well as ensuring the continued satisfaction of GoEmpire clients. In addition, McKeel is an adjunct professor for the sport and recreation management program at the University of Alaska Fairbanks. He serves on advisory committees for the Southeast Tourism Society and the Adapted Sport Leadership & Business Symposium.


McKeel was the head manager for the basketball team at the University of Louisville, where he graduated with honors with a bachelor degree in sport administration and minors in business administration, finance and marketing. Upon graduation, McKeel furthered his education at UofL, earning a MBA with a concentration in finance. He also has a MS in Olympic Studies, Olympic Education and Organization and Management of Olympic Events from the International Olympic Academy in Olympia, Greece. 

  • LinkedIn

(270) 210-9364

Polk holds a bachelor’s degree in sport management from West Virginia University. He also earned his MBA and a master’s degree in sport management from West Virginia University.

Dean Polk Headshot


Vice President of Data and Strategy

Polk’s experience in the sports industry began while serving in various game-day roles within the athletic department while a student at West Virginia University. It was during this time that he also interned for the Greater Morgantown CVB. Upon graduating, Polk continued his work within the sports tourism industry, working at ESPN Wide World of Sports and for USA Baseball.

Prior to joining HUG, Polk was the business development manager for the Hershey Harrisburg Sports and Events Authority. Polk has a strong background in event solicitation and execution and earned his STS certification from Sports ETA.

  • LinkedIn

(304) 582-7633

Jay Boling Headshot

Jay Boling

Partnership Development Manager

Jay Boling brings over 9 years of experience in sports tourism, destination marketing, and intercollegiate athletics to the HUG team. His career began as a Marketing & Promotions Assistant for the University of Georgia Athletic Association. Following a promotion in the Facilities and Event Management office, he was named Sales Manager with the Athens (GA) CVB where he served as the lead recruiter for sporting events to the city. Boling’s expertise in sports tourism and hospitality management exposed him to several notable rights holders, including USA Gymnastics, USA Crits, USTA, FIRST Robotics, and the NCAA.



  • LinkedIn

(404) 790-9054

Through his affiliation with the Athens Jaycees, he also worked as Director of Volunteer Recruitment and Registration lead for the annual Athens Twilight Criterium, regarded as one of the most popular bicycle crit races in the world.


Boling holds a bachelor’s degree in Business Management from Georgia College & State University and a master’s degree in Sport Management & Policy from the University of Georgia.

bottom of page