The real star of this episode isn't Steve DeLay, it's The Ultimate Toolkit, an 11-workbook effort co-authored with sports marketing legend Jon Spoelstra as a way to redefine ticket sales in the modern age. DeLay explains the various ways in which The Ultimate Toolkit came to form, including the reasons why its important for every franchise and athletic department to take a hard look at their revenue goals and ticket sales staff training. DeLay talks about why The Ultimate Toolkit offers up a lot of sales trainer secrets, including how to conduct group and season ticket sales, as well as boot camps. Delay also covers reasons why revenue generation sometimes remains a mystery to teams and how The Ultimate Toolkit can put each reader on the path to personal and professional success in the sports industry. Twitter: @SteveDeLay2

For more information: http://www.theultimatetoolkit.com

Fifteen years after leaving the Dallas Stars for the Texas Rangers, Paige Farragut is now one of the top executives selling tickets in Major League Baseball. Farragut talks about the highs and lows of selling both two straight seasons of World Series appearances by the franchise, as well as methodology toward keeping those customers long-term through incentivized season ticket holder programs. Farragut talks about the industry’s future, as the cusp of CRM data collection grows, so that franchises learn as much as they can about the prospective and current customers they have in the community.

With an office in Hong Kong, IMG Vice President of Business Development and Digital Media Tom Broom showcases various ideas for the future in terms of activating the globalization of sport brands. Broom explains how specific digital media rights in countries such as Singapore, India and China are exploding as demand for content as well as corporate sponsorship activation grows. Broom talks about some of the various ways in which brands such as the NFL and NBA have performed grassroots efforts to develop their brand further, creating deeper relationship ties within the Asian markets through flag football and street court initiatives. Broom also discusses the mysteries of the East by those coming from the West, as well as the differencials in culture for those sports executives attempting to envelope themselves in Asian customs and mindset.

Matt McGovern is running one of the top smaller promotions for unarmed combat sports with World Fighting Championships. McGovern covers not only the Las Vegas-Tahoe-Reno markets with his fights, but also into Louisiana with an eye on the Pacific Northwest. McGovern talks about some of the challenges he faces while running boxing and MMA promotions, as well as whether multiple major fight leagues can exist and stay on-par with the UFC promotions around the world. McGovern discusses his business acumen approach to the entire promotion game, which he considers lacking in some of the other fight promotions. Twitter: @WFCFights

In an industry where administrators jump from job to job every few years, John Gruppo has only been in two positions during his 13 year career. Gruppo served as a jack of all trades at Northeastern, in the capacity of Assistant Athletic Director of Business and Ticketing for over 10 years, then left for George Washington University, to work as the Assistant Athletic Director of Budget and Finance. Gruppo talks about having to do it all alone when it comes to certain duties as folks start out in this industry, as well as why its good to move, but it can also raise institutionalization questions if people stay too long at a job as well. Twitter: @JohnGruppo

Mike Mossholder has sold marketing inventory for the NFL, NASCAR, Horse Racing, and MLS Soccer, but for the last three years has sold the UFC globally. Mossholder talks about what the differences are with brand managers between perception and reality, as well as how he utilizes UFC President Dana White to help facilitate some of the biggest brands in the business. Mossholder discusses where the UFC is expanding globally, reaching into the Southeast Asian and Oceania markets, and specifically tailoring those fight match-ups to those countries timezones in order to reach maximum impact.

Chuck Lamson brings over 30 years to his sports consulting business, trying to help potential owners understand exactly what they need to know about running a franchise. Not everyone heeds the advice, but Lamson talks about some of the easiest ways that owners avoid making revenue in sports business. Lamson talks about his time with the Tulsa Drillers, as well as how drawing people to a sports event is one of the hardest things in the world to do.

In 2012, The Big Sky Conference reformed their logo and brought in several changes both on and off the college field. Associate Commissioner Ron Loghry discusses the challenges that were presented and met by the Conference’s leadership, as well as how the conference expansion led to some unique opportunities with new school membership. And Loghry also confirms one of the stories about University of Montana fans calling the conference office, outraged by a certain young ticket manager’s policies back in 2010.

From the first moment that Charlie Hildbold walked into the indoor football league franchise in Allen, Texas, he has been fighting to keep the franchise alive. Hildbold talks about the early days of the former IFL Allen Wranglers, where NFL Wide Receiver Terrell Owens played for half a summer and the corporate sponsors were trying to revolt. Hildbold talks about the Wranglers franchise folding and the birth of the IFL Texas Revolution, which has improved on several of the issues that the Wranglers could not seem to control. Twitter: @CharlieHildbold

Guest services takes on a whole new meaning at the Washington Capitals. Rick Olivieri explains that the title means really focusing on retention of season ticket holders, ensuring that the VIP customer service is promoted heavily, rather than simply a concierge service for high-end fans. Olivieri discusses some of the ways that the Washington Capitals have chosen to grow their audience as well as maintain some of their loyal fans. Twitter: @RickOlivieri