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Athleisure Mag™ | Athleisure Culture

ATHLEISURE MAG™ | Athleisure Culture
  • FITNESS
  • Food
  • Beauty
  • Sports
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  • Athleisure Studio
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  • THIS ISSUE
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ESPRESSO TIME | LAVAZZA DANIELE FOTI

November 18, 2025

The end of the Summer means that there are functions that take place that wraps the city up in the festivities - the US Open is one of them as everyone shares their love of their favorite athletes who play tennis. In addition to a number of activities that we attended during this time, we were guests of Lavazza at their US Open Suite at Arthur Ashe Stadium where we were not only able to catch Mixed Doubles with tennis’ biggest stars, but we got to know more about the brand, previewed a launch of their latest machine, and even got to see amazing partnerships that they are involved in! We got to hear about this and more from Daniele Foti, VP of Marketing at Lavazza North America. We sat down with Daniele to talk about many of the things we saw that we’re now able to share with our community.

ATHLEISURE MAG: Before we delve into all things Lavazza, can you tell us a bit about your background and how you came to the brand?

DANIELE FOTI: My career began in finance after earning a degree from Bocconi University in Milan and a Master’s in Accounting from Sweden. Those early experiences at General Electric Capital and Coca-Cola HBC gave me a strong grounding in business fundamentals. Over time, I found myself increasingly drawn to roles where I could have a direct impact on the business and help drive growth — understanding consumers, shaping brands, and supporting organizations in their evolution. That led me to roles at Reckitt Benckiser and L’Oréal Italy, where I honed my expertise in sales, trade marketing, and overall brand strategy.

AM: For those that are not familiar with Lavazza, what can you tell us about it?

DF: Lavazza is, at its heart, a family story built on more than 130 years of dedication to coffee and to quality. From the very beginning, the brand has represented Italian craftsmanship and innovation, from the first espresso blends to today’s sustainable coffee solutions. We are not just about coffee as a product; we are about coffee as a moment of joy, connection, and pause. Whether at home, in the office, or out in the world, Lavazza exists to elevate the everyday ritual of coffee into something memorable and meaningful.

AM: You’re the VP of Marketing at Lavazza. What does this role entail?

DF: My mission is to shape how consumers experience Lavazza across North America. That includes building campaigns that bring our heritage and innovation to life, creating partnerships that amplify our presence, and ensuring every interaction, from packaging to experience, reflects our premium Italian DNA. At its core, my role is about storytelling and helping people see coffee not only as part of their day but as part of their lifestyle.

AM: We had the pleasure of attending your US Open Suite to watch Mixed Doubles matches as well as to learn more about the brand. You presented Flavia at the suite. What should we know about it?

DF: Flavia reflects Lavazza’s commitment to bringing premium beverage experiences anywhere, especially in workplaces and home offices. It delivers café-quality coffee, lattes, hot chocolate, and a full variety of drinks at the touch of a button. At the US Open, guests experienced the new Flavia Aroma Brewer firsthand, discovering how it transforms an everyday break into a moment of indulgence — not just for coffee, but for any beverage the platform can provide. Flavia embodies the concept of “Expect More” — it’s about elevating every pause; offering multi beverage versatility, and creating a premium, indulgent experience every time.

AM: You have partnered with Jannik Sinner (Winner: Australian Open - 2, Wimbledon - 1, US Open - 1) for a while now. What can you tell us about how the brand and this athlete connected and why is this partnership important to you?

DF: Our partnership with Jannik is a natural and long-standing one, spanning over 10 years. Coffee and tennis both require dedication, rhythm, and energy, and Jannik embodies those qualities beautifully. Over the years, we’ve celebrated this connection through activations like the US Open, where Lavazza brings fans closer to the sport and the rituals that fuel performance. His authenticity, drive, and joy in what he does perfectly mirror Lavazza’s values. Together, we highlight excellence, consistency, and the everyday rituals—on and off the court—that make great achievements possible, and we serve as ambassadors of Italian excellence in the world.

AM: While we were at the suite, we got to see about some upcoming partnerships that are taking place with Apple TV’s The Morning Show. What can you tell us about this?

DF: Lavazza is proud to be part of the upcoming fourth season of The Morning Show, now streaming on Apple TV+. This partnership highlights our commitment to bringing moments of calm, warmth, and connection to people’s mornings. Amid the chaos of daily life, Lavazza offers a ritual to reflect, reset, and reconnect—reminding viewers that mornings are an opportunity to “Make Your Morning a Show.”

AM: With the holiday season coming up, what can we expect to see from the brand that our community can be excited about?

DF: The holidays are about conection, and coffee often plays a role in those moments. This season, we want to inspire people to slow down, savor, and share joy over a great cup of coffee. Whether it is gifting, entertaining, or simply taking a quiet moment for yourself, Lavazza will be there to make it special.We’re also excited to bring a unique experience to Art Basel this year, where fans can engage with our brand in an immersive, creative way—celebrating both art and the pleasure of coffee.

AM: Are there any upcoming projects that we should know about that are taking place this year or even early next year?

DF: Yes, there is a lot of momentum. We have recently partnered with American Airlines to bring Lavazza coffee into their premium cabins, giving us the opportunity to share our blends with travellers around the world. We are also expanding our footprint in the U.S. hospitality and entertainment sectors and continuing to bring Luigi, our beloved Lavazza coffee-robot, to new cities for more immersive brand experiences. Consumers should also look forward to our annual calendar and a special experience at Art Basel this year — we’ll have more to share soon! Looking ahead, Lavazza will continue to invest in exciting new initiatives in the market throughout 2026, making next year another thrilling chapter for the brand.

IG @lavazzausa

PHOTOGRAPHY COURTESY | Lavazza

Read the OCT ISSUE #118 of Athleisure Mag and see ESPRESSO TIME | Lavazza - Daniel Foti in mag.

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In AM, Food, Oct 2025, Sports, Tennis, TV Show, Athletes Tags Espresso Time, Lavazza, US Open, US Open Suite, Arthur Ashe Stadium, Daniele Foti, Coffee, VP Of Marketing, Lavazza North America, Bocconi University, Milan, Italy, General Electric Capital, Coco-Cola HBC, Recitt Benckiser, L'Oreal Italy, Mixed Doubles, Flavia, Jannik SInner, Australian Open, Wimbledon, Tennis, Athlete, Expect More, Apple TV, The Morning Show, Make Your Morning A Show, Apple TV+, Art Basel, American Airlines, Lavazza coffee, Premium Cabins, Luigi
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WELCOME TO US OPEN 2025

September 27, 2025

US OPEN LAVAZZA SUITES - MIXED DOUBLES

This time of year is one of our favorites as the US Open brings tennis’ best and brightes to play at Arthur Ashe and Louis Armstrong Stadium for 3 weeks. In addition to the action that is on the court, there are a number of adjacent events that take place throughout the city! Although the month of Sept. will continue these festivities, we’re recapping what we participated this month.

We kicked off our US Open experience with the team at Lavazza who invited us to go to their suite to watch a series of mixed double matches with our favorites!

We kicked off the morning hitting the grounds to see where fans can get their coffee fix as they arrive and in between matches. In addition to having a large free standing booth that serves hot and cold coffees, you can also get cocktails there as well such as an Espresso martini. Throughout the complex, there are smaller areas to get a coffee as well as to engage with the brands whether it’s playing interactive games to win prizes, photo opportunities with a “stadium” as well as their mascot Luigi!

After taking the tour, we made our way to the suite where we were able to watch phenomenal matches as well as to meet members from the executive team of hear about where Lavazza is focusing its efforts in terms of where it sits in the marketplace, partnerships that are very interesting that will be announced soon, and their partnership with Jannik Sinner (20X ATP Tour Singles Titles, 2X Australian Champion, 2025 Wimbledon Champion, 2025 US Open Champion).

It was great to sit outside of the suite to catch our first match Gaël Monfils (13 ATP Tour Singles Titles)/Naomi Osaka (2X Australian Open Champion, 2X US Open Champion) - L vs Lorenzo Musetti (2 ATP Tour Singles Titles, Team Italy Tennis 2024 Paris Olympics Bronze Medalist)/Caty McNally (8X WTA Tour Doubles Titles Champion) - W and Iga Świątek (WTA No 2 in Women’s Singles, 24 WTA Tour Singles Titles, 4X French Open Champion, 2025 Wimbledon Champion, 2022 US Open Champion)/Casper Ruud (13 ATP Tour Singles Titles) - W vs Madison Keys (2025 Australian Open Champion)/Frances Tiafoe - L played during Round of 16 which led to the Quarter Final between Iga Świątek/Casper Ruud - W vs Caty McNally/Lorenzo Musetti - L. Ultimately, Iga Swiatek/Casper Ruud won this round and advanced in their mixed doubles.

In the other matches for Round of 16, we saw Jack Draper (3X ATP Tour Title Champion)/Jessica Pegula - W vs Emma Raducanu (2021 US Open Champion)/Carlos Alcaraz (22 ATP Tour Singles Titles, 2X French Open Champion, 2X Wimbeldon Champion, 2022 US Open Champion) - L and then the other match in that round was Novak Djokovic (100X Singles Title Winner, 10X Australian Open Champion, 3X French Open Champion, 7X Wimbledon Champion, 4X US Open Champion, Team Serbia Olympic Tennis 2024 Gold Medalist)/Olga Danilović (2X WTA Singles Titles + 2X WTA Doubles Titles) - L vs Mirra Andreeva (3X WTA Tour Singles TItles)/Daniil Medvedev (20X ATP Tour Singles Titles + 2021 US Open Champion) - W. The winners from this portion of Round of 16 played one another for the Wyarter Final Jack Draper/Jessica Pegula - W vs Daniil Medvedev/Mirra Andreeva - L.

It was a great day of matches and feeling all the magic that comes with seeing the US Open and being part of the action.

IG @lavazzausa

@usopen

PHOTOGRAPHY CREDITS | PG 43 - 44 Kimmie Smith

WTA CLUBHOUSE X GILLETTE VENUS

Later that week, we made our way to the WTA Clubhouse where we got to enjoy a number of activities while celebrating women in tennis. Whether you took in a workout with Tunde Oyeneyin (Peleton instructor, Nike athlete, and NY Times Best Selling Author), enjoyed an array of treats at their cafe, shopped the marketplace or listened to the panel that included Taylor Townsend (WTA world No. 1 in doubles, 8X WTA Tour Titles, 2024 Wimbledon Doubles Champion, 2025 Australian Open Doubles Champion), Tunde, and Nana Agyemang (CEO of Every Stylish Girl) as they talked about the importance of confidence and navigating their careers that was moderated by The Cut’s Tefi Pessoa.

The WTA is the principal organizing body and global leader for women’s professionall tennis which was founded in 1973 by Billie Jean King (39 Grand Slam Titles - 12X Singles, 16X Women’s Doubles, 11X Mixed Doubles - 4X Australian Open Champion in Singles/Doubles/Miced Doubles, 3X French Open Champion Singles/Doubles/Mixed Doubles, 20X Wimbledon Champion Singles/Doubles/Mixed Doubles, 13X US Open Champion Singles/Doubles/Mixed Doubles) to govern the WTA Tour and rank female players.

It was great to hear from these women and to also continue to celebrate their achievements as well as continuing to get excited about US Open.

IG @wta

@gillettevenus

PHOTOGRAPHY CREDITS | PG 46 - 49 Gillette Venus

TASTE OF TENNIS NEW YORK

As we mentioned in last month’s issue, Taste of Tennis is a yearly event that is known for bringing the world of tennis and culinary together. Guests who attend this event enjoy being able to eat a number of dishes throughout the night and this year’s hosting partner for this event was Aqua New York. In addition, they get to meet tennis greats past and present who continue to bring the good vibes. This year Sloane Stephens (8X WTA Tour level singles titles, 2017 US Open Champion), Chris Eubanks, and Genie Bouchard to name a few were in attendance.

IG @tasteoftennis

EVIAN BIG FOE X DANIEL DINNER

We were excited to make our way to evian’s dinner which was held at SUMMIT One Vanderbilt. This sit down dinner brought Frances Tiafoe (along with his family and friends) and Chef Daniel Boulud together with the official water sponsor of the US Open, evian.

While taking in the stunning views, we enjoyed an array of appetizers, cocktails, chatting with Chef Daniel’s and taking a moment from all of the matches that we had watched during the week.

This sit down dinner was inspired by Frances’ favorite dishes that he grew up with. We were able to be among the first people to experience the evian Club’s limited edition menu. Each place setting had a glass evian bottle that had our names etched on it.

You can enjoy this meal exclusively at Chef Daniel’s flagship Michelin-starred Restaurant DANIEL from Sep 3-7th and can be booked now. For those that can’t make it here to NY, you can enjoy Chef Daniel’s Big Foe Treat Box at Goldbelly to enjoy from your home while watching the matches.

IG @evianwater

@bigfoe

@danielboulud

PHOTOGRAPHY CREDITS | PG 50 - 57 evian PG 58 + 59

Read the AUG ISSUE #116 of Athleisure Mag and see WELCOME TO US OPEN 2025 in mag.

In AM, Aug 2025, Celebrity, Athletes, Food, Sports, Tennis, Editor Picks Tags Evian, Water, US Open, Tennis, Frances Tiafoe, Arthur Ashe, Louis Armstrong, Lavazza, Espresso, Jannik Sinner, ATP Tour, Australian Champion, Wimbledon, Gael Monfils, Lorenzo Musetti, Naomi Osaka, Caty McNally, Iga Swiqtek, French Open Champion, Casper Ruud, Madison Keys, Jessica Pegula, Jack Draper, Emma Raducanu, Novak Djokovic, Olga Danilovic, Mirra Andreeva, WTA, Daniil Medved, WTA Clubhouse, Tunde Oyeneyin, Peleton, Nike, Athlete, Taylor Townsend, Nana Agyemang, Every Stylish Girl, The Cut, Tefi Pessoa, Billie Jean King, Singles, Doubles, Mixed Doubles, Gillette Venus, Taste of Tennis, Sloane Stephens, Aqua New York, Chris Eubanks, Genie Bouchard, SUMMIT One Vanderbilt, Chef, Chef Daniel Boulus, evian, evian Club, Goldbelly, Daniel, Big Foe
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PHOTO CREDIT | Wimbledon

WIMBLEDON 2025

June 24, 2025

The tennis season for 2025 continues on and all eyes are turned to Wimbledon which began Jun 23rd and will continue through Jul 13th! We’re looking forward to seeing our favorites hit the court as well as those that will become new favorites as well.

For those of us here in NY, we can enjoy the action by attending The Hill in NY which is in Brooklyn from Jul 11th - Jul 13th. Located on the banks of the East River in Brooklyn Bridge Park, fans have the ability to watch matches for free in an English garden setting - this includes signature floral strawberries and cream as well as tennis! Presented by American Express for opening night, Rita Ora will headline the night. On Sat and Sun, you will catch all of the action on Centre Court via a large screen which will broadcast the ladies’ singles and gentlemen’s doubles finals on Sat and the following day will have the gentlemen’s singles and ladies’ doubles! If you are interested in signing up, make sure to visit The Hill in NY.

Read the latest issue of Athleisure Mag.

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RUN THE COURT | TAYLOR TOWNSEND

May 25, 2025

The tennis season is always filled with a number of stories that reaches around the globe! We sat down with WTA Taylor Townsend who is ranked #2 in doubles. She has won 2 major double titles at the 2024 Wimbledon Championships and the 2025 Australian Open - both of them won with her partner, Kateřina Siniaková. She has won 7 WTA Tour Titles and has reached 2 other major finals for the 2022 US Open (with Caty McNally) and the 2023 French Open (with Leylah Fernandez). We enjoy watching her play singles and doubles throughout the season.

We sat down with Taylor Townsend to find out about her love of being on the court with the sport; how she stays in shape; how she approaches playing singles and doubles; as well as her partnership with Gillette Venus; and her legacy.

ATHLEISURE MAG: When did you fall in love with tennis?

TAYLOR TOWNSEND: Ooo I fell in love with tennis probably from the first time that I started playing, but I probably really started loving to play it when my parents were going through their separation and tennis was my thing that no one could bother me on the court, I wouldn’t get in trouble, I would just be out there and it was just my peace! I could say whatever I wanted and not get into trouble so that is when I really fell in love with the sport. I realized that it was my release. It was a way to let go and it was a judgement free zone and a worry free zone. My old coach used to tell me that when you step into the gates and you close it, everything else stays on the outside! I really embodied that and I re-fell in love with that in the game. It’s been in and out and I have found that love since coming back from having my son.

AM: When did you realize that you wanted to go pro? There is a huge difference in enjoying something that you love and then deciding that that is the thing that you will do all day every day!

TT: I always wanted to go pro. My sister and I grew up playing together and I always wanted to, but I never saw it as a reality. I didn’t think that it was possible you know? It was just like a dream, a kid’s dream! I’ve always been that person where you have to see it in order to believe it. It doesn’t mean that you have to do it yet, but I am the person that needs to be able to do it in order to know that it was possible. I honestly didn’t think that I would able to go pro until I made #1 in the Junior World Champions. When I became #1 in the Juniors, I didn’t quite feel ready and when I turned pro, I said it again that I wasn’t ready. But I did it anyway and at that time, I was the adult decider and I wrestled with that.

Obviously, I felt that this what what I was supposed to be doing! Regardless of the journey, I do feel that this is the domain that I am supposed to be in and that I can tap into all of my competitiveness as I am very competitive. Now at this point, I am just trying to relearn how I can play the game my way.

AM: Right!

We love that you play Singles and Doubles! What do you love about playing one vs the other?

TT: For singles, I really enjoy the me vs you! Tennis – there is nothing like it and even with the teams as a team sport when you are playing doubles, you still have to operate highly within yourself. Even though we’re a team, there is only 2 of us. It’s not like we’re 11 players. We are literally responsible for ourselves as well as uplifting each other! I have always done really well in team environments. I’m a natural leader, so I enjoy playing doubles as it’s a way to be able to still have that competitiveness and it’s a different kind of game. It’s very strategic in a different way as well as being tactical in a different way. Obviously, you have half the court and you have to go around another person, so you have to be tactical in what you do in that sense versus when you are playing Singles. For singles, it’s a lot easier to create openings on the court and you can hit into the open space knowing that the person is going to have to run there as there isn’t someone that is already standing there!

They both present different challenges that I enjoy and that it taps into different parts of me. They’re both really fun for me and now I am just finding my flow and my rhythm in singles the way that I have done in doubles.

AM: We have been a fan of yours for years and whether you’re playing singles or doubles, it’s always a vibe!

TT: Aww thank you so much!

AM: So you recently partnered with Gillette Venus. Why did you want to be involved in this partnership and what does it look like?

TT: I was really excited to partner with them! I’m really excited that beauty and wellness companies are starting to get into tennis and to partner with us as players and when we’re on our tours. So when they asked me to partner, I was really excited because I already use the products. So that was a no-brainer for me, but now getting into more of the storytelling, and the nitty gritty of it, it excites me more because I can see the opportunity for growth and elevation based on the storytelling. The things that they have chosen, we all have different paths and we have all done different things and we’re all are doing different things and it’s really cool because we are all current players. It’s really fun to be able to have a partnership like this where we can kind of expound as the season goes and as the tournament goes. To be able to do activations and events that we haven’t been able to do in the past, I've really enjoyed the partnership thus far and I'm super happy with the content that has come out. More than anything, we love partnerships because we get great things! Now I have the Gillette Pubic Hair and Skin Razor. For me, I have been able to add that to my pre-match and pre-gameday which I call my everything shower now. It’s part of the things that I do anytime that is before a match – before I play in any match of the first tournament. So I have that razor and I hit all of those areas that may show when I am wearing those little skirts and dresses knowing that I have no irritation, no razor bumps, or any of that which is honestly why I stopped shaving in the first place because it was just so annoying. So for me to be able to have this razor at my disposal at all times is amazing!

AM: Obviously, tennis is a great workout! But what are 3 workouts that you can do that we can share with our community here that they can include in their workouts?

TT: You don’t want to know what I have to do!

For me, I would say focusing on mobility. My coach says I’m built like metal or wood – it goes between the 2. It just depends on the volume. I had to really focus on mobility especially, after having AJ and a C-Section – I had to really focus on my hip area and hip mobility and all of that stuff. I don’t like saying flexibility because everyone has different levels of that. But being able to be mobile and to be able to do certain kinds of movements with ease and something that you can do at all times, that’s important.

Being able to build up your core – crunches, planks and all of that, I would say that really holds you up and stops you from having hip and back problems.

A lot of people think that you have to do all of these crazy workouts, but honestly, calisthenics. I do push-ups, sit-ups, planks, squats. All of those things are the fundamental movements for exercise and work that they actually build up the things that you are doing in real life. Calisthenics if you’re starting or looking for a change, that is the easiest way to go.

You’re never going to get good at it which is the annoying part.

AM: So true, but you have to show up and do it.

TT: And when you get into it, there is always going to be a challenge!

AM: You have so many accolades, so many things that you have won, placements in finals etc. What do you want your legacy to be known as in the sport?

TT: Ooo I love this question! I love that you used that word because when I was at Wimbledon 2 years ago, I was sitting in a café by myself and I was like, “what am I doing this for?” I was a year and a half into my comeback and I asked myself what I wanted out of this. I told myself that I wanted to create a legacy and so I want my legacy to be something that is long lasting and goes beyond trophies and accolades or anything like that. I want to have a lasting impression and to have something that is tangible as well as something that people can remember and that they can get a feeling. When they think about me being on the court or playing, they can feel me.

For me, the tangible thing is my big goals. I want to build sport complexes all around the world. My lane is tennis, but through tennis, I have crossed paths with a lot of amazing athletes and business people that can help expand that. For me, that is my tangible thing and I look at it like even where I live, I am creating a place where my son can go to after school, where he can get his training and all of the things with the sport that he wants to play because that is what I had growing up and it was a safeplace. It was a place where we were all working towards the same place, we worked hard, and it was a safe environment. That kept us out of trouble, it kept us away from things, and it kept us busy, occupied, and focused on positive things. So even with that, reaching into the community and building people up. I want to create that again where that is a safe place for kids to go and to be. For adults to be able to come and have that great time and they feel like they can be a kid again as well!

So when I think of a legacy, that is what I am thinking of and being able to use the sport in that way – that is what I see!

IG @gillettevenus

@tay_taytownsend

PHOTOGRAPHY COURTESY | Gillette Venus

Read the APR ISSUE #113 of Athleisure Mag and see RUN THE COURT | Taylor Townsend in mag.

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In AM, Apr 2025, Athletes, Sports, Tennis, Wellness, Wellness Editor Picks Tags Taylor Townsend, Tennis, Sports, Athlete, WTA, Championship, Wimbledon, Australian Open, Katerina Siniakova, US Open, French Open, Caty McNally, Leylah Fernandez, Gillette Venus, Gillette Pubic Hair and Skin Razor
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CITI TASTE OF TENNIS 2024

September 26, 2024

Aug. is always a fun month especially this year with the Summer Games at Paris 2024 giving us all the stories, cheers, and memories on a global stage and then we're able to continue onto US Open - the final Grand Slam of the year that takes place in Queens at Arthur Ashe Stadium. There are a number of events that kick off this tennis tournament and one of our favorites that we enjoy attending each year is Citi Taste of Tennis which took place at Gotham Hall this year. This event combines tennis players that are currently playing as well as veterans, a number of culinary and spirit brands, as well as competitions that take place between the sports and hospitality community. Avid readers got to know more about this event in terms of why it was created, what is involved, and more. You can read this in our JUL ISSUE #103 where we chatted with Penny Lerner of AYS.

We enjoyed seeing Qinwen Zheng (Team China Olympic G1) and Taylor Fritz (Team USA Olympic B1) making dishes with Executive Chef Cedric Tovar of The Palace Lotte Hotel on the main stage with Andre Agassi judging the cooking demo.

In between the action on the stage, we enjoyed tasting a number of dishes from an array of restaurants that included Carmine's Famous Homemade Meatballs from Chef Glenn Rolnick who was a sponsor at the event. We also stopped by Chef Luke Omarzu of Wolfgang Puck's CUT New York's USDA Prime Striploin Sirloin served with Summer Corn Salad, Salsa Verde, Sweet Corn, Cherry Tomatoes, Haricot Vert, Charred Pearl Onions & Parsley Allergens - Onion, Garlic, Anchovy & Dairy. There were a number of savory dishes and sweets that allowed our tastebuds to enjoy the night. In addition, there were siganture cocktails that flowed throughout the event! A true medley of sports meets culinary journeys.

Prior to the start of the event, we had the opportuity to talk with Andre Agassi who is known as the first man to complete both the Career Grand Slam (winning all 4 major titles over the course of a career) and Career Golden Slam (winning all 4 major titles and the Olympic Gold medal over the course of a career). He also has a Career Super Slam (which includes all four major titles, Olympic Gold and the Tour Finals (ATP Tour) over the course of a career).

He has won Grand Slams for the Australian Open 4X, French Open 1X, Wimbledon 1X, US Open 1X, Tour Finals 1X, and he won an Olympic Gold Medal as well. We wanted to know what he thought about this event as he kicked off the first one, what he is looking forward to at this year's US Open, and of course chatting pickleball!

ATHLEISURE MAG: What do you love about being part of this event as we know that you were involved in the inaugural one and have continued to participate over the years!

ANDRE AGASSI: Well, I love being able to be part of something that has grown into what this event has ultimately become! I love what it is does. I love the inspiration of what is behind it. I was here the first year so I mean, it’s crazy! So it’s cool to come back now a handful of years later and to see what it has turned into!

AM: Who are you excited to watch this year at the US Open?

AA: You know, I have been saying that we have 5 Americans now that are basically the top 20 of the world! I’d love to see one of them kind of have a breakthrough. I am a little biased but there is something really cool about having someone from America doing it here for this Grand Slam at the US Open. As it would be for someone in France to do it at Paris for the French Open. England was the same thing! One of the biggest things ever was when Andy Murray (won W 2X, UO 1) did it there! Of course when an Aussie does it in Australia that’s amazing too! I’d love to see an American break through!

AM: We got to see you play Pickleball earlier this year at Lifetime which was amazing!

AA: Oh yes!

AM: How is pickleball going. Any charity tournaments that you will do?

AA: Oh no, I’m not competing anymore!

AM: Simply for fun – not competing; however, you were pretty fierce out there even when it was just for fun!

AA: I know, I know it’s the way that I’m wired when it comes to getting out on the court! I haven’t quite yet decided whether I will enter a tournament, that was part of another part of my life.

IG @agassi

@tasteoftennis

@ayssports

It's always amazing to chat with one of the greats who continues to support the sport while also engaging in new ones such as Pickleball in his case.

We also had the pleasure to talk with Prakash Amritraj who is a former pro tennis player who is the host of Tennis Channel Live at the US Open which kicked off on Aug 26th and will run most mornings of the 2 week competition. The show is a mix of news, highlights, and special reports. It's a great way to stay on the pulse of what is happening.

Prakash was also the host of Citi Taste of Tennis and he kept the energy going throughout the culinary and sport event. We took some time to chat with him about tennis, the event, US Open, and more!

ATHLEISURE MAG: When did you first fall in love with tennis?

PRAKASH AMRITRAJ: I was 9½ - years-old in the summer of 1993. I used to travel with my dad at the senior-tour events. I found myself in the No. 1 locker room between Pete Sampras (winner of Australian Open 2X, Wimbledon 7X, US Open 5X, Tour Finals 5X) and Boris Becker (winner of Australian Open 2X, Wimbledon 3X, US Open 1X), and I said this is what I want to do.

AM: What did you enjoy about playing professionally?

PA: Several things: a. the comradery of my fellow athletes going into battle and being able to share that experience; b. the highs and lows of competition; c. overall, the incredible amount of adrenaline, electricity and inspiration that I’ve only found in sports.

AM: You've been Tennis Channel's year-round host of Prakash Worldwide. Can you tell us about these interview segments?

PA: I love it because at our desk I get to treat it more as a talk-show format instead of an on-court interview. I believe that because I’ve been in these players’ shoes we’re able to maintain a state of trust on the show. It allows them to showcase their personalities and what they bring to the game, and we have a lot of diamonds out there playing tennis right now. This ultimately helps to bring more people to our beautiful sport.

AM: We always love this time of year as we get ready to watch our favorites at the US Open. We'll be at Citi Taste of Tennis covering this event which is always a fun way for us to enjoy this time of year. You are the host this year. What are you excited about in terms of this event and what are you looking forward to?

PA: Hosting that event is as high-level as it gets in sports. I get to talk with Hall of Famer Andre Agassi and Olympic gold medalist Zheng Qinwen in the same evening. It combines both of my worlds: tennis and entertainment/film and, again, it helps us to grow this sport.

AM: With the tournament kicking off on Aug 26th and running through Sep 8th, we'll be able to hear your commentary. What is it like preparing to be part of Tennis Channel Live at the US Open?

PA: I probably shouldn’t say this, but none of it ever feels like work with TC. I watch US Open tennis and then the next morning we talk about it. There’s a lot of research that goes into every show, but I like to call my approach, “prepared unprepared.” We have a game plan going in but the more we can just have a conversation, the better it is.

AM: What are you looking forward to this year in terms of Tennis Channel Live at the US Open as well as the action on the court?

PA: I always try to find the non-sports elements to the storylines that unfold at these tournaments. There are so many life lessons from all these great players and matches, and there are things that happen at the US Open and other events or even in other sports that you can apply to all aspects of people’s lives. I’m looking forward to unearthing those during the US Open.

IG @prakashamritraj

@tennischannel

We enjoyed chatting with Prakash to get his insights about what is taking place this time of year and we're sure that he will share a lot of great memories that take place during this Grand Slam.

In the tennis world there are a number of personalities that we enjoy seeing and one that is also our favorite are tennis personalities that we see as the tour rolls on. We all enjoy seeing Frances Tiafoe and can't wait to see him during the US Open. Typically, when he is on the court, his girlfriend Ayan Broomfield, who is also a tennis player is also nearby serving looks, being parts of campaigns and this year, she was rocking the Citi Taste of Tennis blue carpet interviewing athletes about the US Open. As we have been fans of hers for years, we wanted to take a moment to find out how she stays on this schedule, maintaining her beauty routines, and why she loves this time of year as well!

ATHLEISURE MAG: We have enjoyed following you on IG and enjoy seeing your style, campaigns, and when you’re traveling with Frances Tiafoe as well! As we’re all here for Citi Taste of Tennis, we’d love to chat with you!

AYAN BROOMFIELD: Yeah of course!

AM: What do you love about this time of year?

AB: Oh my gosh, I was just telling my friend that this time of year it’s like our Met Gala! We get to come here and do the events, I get to watch Frances and I get to be around tennis at one of the best tournaments of the year and then we have NYFW! So, it’s just a month straight of tennis and fashion and those are 2 of my favorite things!

AM: Love that!

You’re style is always so on point and your skin is also flawless.

AB: I try my best!

AM: You are everywhere! What are your travel go-to’s that you love having with you since you are always on the go?

AB: Right? No, I mean, when I first started traveling a lot, I realized that every country has different products and you want to make sure especially as an African American woman that you have things that work for you and you don’t want to rely on any type of store in a different country. So when I leave, I make sure that I have my specific skincare routine, that I have my specific haircare routine, and to make sure that I have all of my trinkets, extensions and whatever I need to make sure I have what I need as I am gone for months at a time. I just want to make sure that I have everything that I need and of course clothes. I pack a lot!

AM: Of course you do!

For self-care, what do you do with that? If you’re just looking at your IG we see you all over the world and of course all of that travel seems so luxurious and exotic; however, we know that just navigating that can be a lot.

AB: The traveling is a lot! It becomes a little bit stressful when you don’t have a routine so I want to make sure that anytime I get into a new country, I am always working out, I am always walking and running, and eating as best as I can! It keeps you healthy and it keeps your mental sane. That’s just kind of where I like to be!

IG @ayan.broomfield

PHOTOS COURTESY | PG 165 - 169, 176 + 177 Citi Taste of Tennis/Getty Images | PG 170 - 175 Paul Farkas

Read the AUG ISSUE #104 of Athleisure Mag and see CITI TASTE OF TENNIS 2024 in mag.

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In AM, Aug 2024, Athletes, Tennis, Sports, Food Tags Citi Taste of Tennis, Summer Games, Paris 2024, US Open, Arthur Ashe Stadium, Gotham Hall, Penny Lerner, AYS Sports, Qinwen Zheng, Taylor Fritz, Executive Chef Cedric Tovar, The Palace Lottle Hotel, Andre Agassi, Carmine's, Chef Glenn Rolnick, Chef Luke Omarzu, Wofgang Puck's CUT New York, ATP Tour, Australian Open, French Open, Wimbledon, Andy Murray, Grand Slam, Lifetime, Pickleball, Prakash Amritraj, Tennis Channel, Tennis Channel Live, Pete Sampras, Boris Becker, Prakash Worldwide, Frances Tiafoe, Ayan Broomfield, NYFW, Met Gala
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PICKLEBALL POWER

June 25, 2024

We were invited to Life Time at PENN 1 for an exclusive event for their VIP Pickleball event that allows us to see the unveiling of their 7 courts at this location in Midtown, NYC! The event kicked off with a conversation with the company's founder, Bahram Akradi, Founder and CEO as well as tennis icon, Andre Agassi, with 60 ATP Tour Wins, 8 Grand Slam Titles (Singles – Australian Open 1995, 2000, 2001, 2003; French Open 1999; Wimbledon 1992; US Open 1994, 1999), and Team USA Tennis Olympic Gold Medalist for the Summer Games in 1996. This tennis champ has been passionate about pickleball and won $1M and the Pickleball Slam 1 2023 with his partner Andy Roddick against John McEnroe and Michael Chang. This year, he won the $1M purse and Pickleball Slam 2 with his wife, Steffi Graf as they beat John McEnroe and Maria Sharapova.

Andre was recently announced as inaugural chair of the Life Time Pickleball and Tennis Board with the goal of expanding access, enhancing programming and building community.

In addition to the Q+A we saw both men play exhibition tournaments with JOOLA Pros Anna Bright, Collin Johns, Ben Johns, and Tyson McGuffin.

LIFE TIME: Ladies and Gentleman welcome to our VIP Pickleball Event that is launching the 7 gorgeous new pickleball courts that we have here at Lifetime Pickleball in the heart of NYC! Today, we’re also partnering with JOOLA Pickleball as they recently launched their Generation 3 line of paddles with JOOLA Pros’ Anna Bright, Collin Johns, Ben Johns, and newcomer to JOOLA, Tyson McGuffin. All of them will be joining us in just a few moments.

Before that, I’d like to introduce 2 dynamic men! An ambassador in the world of health and fitness, along with being champions of the JOOLA and Life Time brands. One of these men is the Founder and CEO of Life Time, the other, career highlights include the winner of the first ever Pickle Slam partnering with Andy Roddick, side note is that he also won 8 Grand Slams and has an Olympic Gold medal! Let’s have a round of applause for Andre Agassi and Bahram Akradi.

So Andre, pickleball, what’s the first thing that you thought when you heard that word for the first time?

ANDRE AGASSI: I thought, why that name? Then I took 15mins to just sit with it and it took about a 20min learning curve and I fell in love with it.

LT: How about you Bahram, the first time that you heard of pickleball, what went through your mind?

BAHRAM AKRADI: At first I thought that it was just a sport for very, very, very, old people.

LT: So what is this sport, who are the people that play, and now we’re here in NYC specifically, talking about pickleball. So Bahram, when you first played, you said that we had to get more of this here at Life Time. And now, Life Time is the biggest provider of pickleball courts in the country. What was your vision for pickleball at first and has it come to fruition?

BA: Yes, so, I remember playing tennis in some of our other clubs and I saw these taped lines on the courts and I found it was because people were trying to play pickleball on them. Then people just started asking for us to have courts that were specific to this game. So I thought, well if I give them courts designed for pickleball, they will stop putting tape on my pickleball courts!

So we took one club and we took 1 tennis court and make it into 4 Pickleball courts and we did that to another tennis court. So then I thought that that would be the end of that! Then once I started playing it, I did it for 2 hours and I got hooked. I started with doubles, and then I began playing singles and that’s when I saw the opportunity for this sport! I saw how all kinds of people at all kinds of levels could play. We had the opportunity to have people come here with our large facilities, we have quickly grown to become the largest owner and operator of permanent pickleball courts, topping more than 680 permanent courts nationwide (including the most in New York City with nine), and serving as a host site for multiple MLP and PPA tournaments nationwide in addition to its own Pickleball Classic. So we wanted to take a run at it and I think that we have done that!

LT: To you Andre, what about your process of being a pickleball player as well as looking at your phenomenal tennis career?

AA: First of all, I just want to know with everyone that’s here, how many of you have played pickleball? Look at all these hands – why are you asking me this question haha?

For me, what I really appreciated so quickly about it separately from inside the lines is when you’re playing tennis, you have to spend a 1-2.5 years before the game opens up to you. It’s that feeling that you’re not so concerned with what you are doing with the ball – you’re thinking of what you are trying to accomplish. With pickle, you’re able to get out there and connect quickly and there is a low point of injury involved.

Then there is the dynamics of family as my extended family as well as my wife’s who are from Germany when they come, we can all play together and we’re all different levels. I would say that we would all be out there – aunts, uncles, cousins, etc and no one had their phones out for 2 hours. The phones are on the side.

For me, what the hell can I do at this age that I can actually get better at? I mean I have gotten better at so many things in my life already – except for pickleball and I am getting better! You know, I’m a tortured perfectionist and when I think about playing pickleball versus tennis, the thrill of having to unlearn some of the sensibilities that I had as a tennis player right? But I also had to maintain some skills right? I am able to put my mind to the task and I get the reward of seeing all of that come together and I can only see this sport continuing to grow as it has. I feel that if we have X amount of people playing right now, we’ll be able to 10X that in no time at all!

LT: Andre is long on pickleball, I love that!

Now, you had mentioned that you have been playing with your family – your wife – I mean she’s major! Do you prefer playing with her or against her?

AA: I mean, she has crossed some finish lines in her life!

LT: A lot of us have significant others, spouses, that we play with so it’s always interesting to know!

AA: I like playing on her side because we are connected and that’s how you start to really understand what your partner is like and what you can and can’t do and to start morphing into their game. It’s cool to be on the same side of the net and that way you won’t feel guilty body bagging her! I mean, she has a few shots that are unique and then there are other things that don’t translate so well. She wants to play everything pretty traditionally. She’s always expressed her energy and her blood pressure through physical output so she was like a racehorse on the tennis court, but for me, my energy was always shot making when I was on the tennis court. It was about taking the ball and doing something with it.

So some things translate a lot easier when playing pickleball, but it’s fun watching her get past that first part and then seeing her get into her stride in this game. She just started playing singles after starting with doubles and you know, there’s one thing I don’t know how this sport works with someone who struggles with their knees. So she’s being careful and she has a cyst in her knee so once that thing gets drained and her knee feels good, she wants to play singles.

LT: Andre, just so you know, that was also a singles challenge right there for Bahram to play Steffani in singles. Are your kids approaching you to play pickleball or are you approaching them?

AA: Well, my kids – my son is a senior at USC and our daughter, thank God still lives with us at home as education and school wasn’t her thing. She’s artistic and does her own thing, she’ll get out there and play. My son plays baseball so when he hits something, he’s not thinking about it staying within a certain perimeter.

LT: He likes to be out there with the foul balls!

Bahram, how did you and Andre meet and what makes you excited to bringing Andre on board as the Chair for Raquet and Paddle Sports here at Life Time?

BA: We started working together 15 years ago and we continued to grow as really close friends. I have all the love and admiration for his intelligence and athleticism. I have always loved Andre and I have always hoped that when the right time came, that we would be able to partner together and to do something good that would be for the greater good. Life Time is the largest provider of pickleball and we wanted to be able to continue to deliver and offer tennis and pickleball and there was no better person that I could imagine to be the chair of our tennis and pickleball board. With his vision, his insight and I called him and asked what he thought about this. When he told me about his vision and how it would utilize our platform, it was a no-brainer for me.

LT: Andre, we are approaching the 30th Anniversary of you winning your very first US Open. What kind of memories does that bring back for you?

AA: Well, I had hair.

LT: Where were we then? Was it touching your shirt?

AA: The hair was going past the shirt!

You know, it’s such a profound place in my professional journey as well as in my personal journey. You guys not only watched me grow up, you helped me grow up. You really did. I was 18 years old playing Jimmy Connors at night giving him the beating that he deserved! Someone yelled out, “Jimmy, he’s a bum, you’re a legend!” and I remember thinking that I got the legend part, but what? Then fast forward and I got into something that I had done my whole life in front of those people and then down the road after my journey, saying goodbye when I finally retired.

LT: Well I mean, we have an exhibition coming up shortly today!

AA: Yeah, I was told about that! I’m ready!

LT: On that note, let’s bring in our 4 JOOLA Pros, Anna Bright, Collin Johns, Ben Johns, and JOOLA newcomer, Tyson McGuffin! Come on down here! So we’re going to ask our pros a few questions right now so that we can get to know them a little better and then we will head down to the Life Time Pickleball courts as we have a a whole stadium court set up. I wonder if you thought about that this morning Andre?

AA: Ok, I’ m nervous enough!

LT: I mean, it’s almost like a US Open crowd!

So starting off with Anna since you have a microphone in your hand, what excites you the most about pickleball?

ANNA BRIGHT: I think you know, it’s so cool that everybody is here to experience the joy of pickleball and to see us and to watch it! What I love most is the growth of it and not knowing where the sport is going to take us! When I first started playing 2 and a half years ago, I never thought that I would be here in NYC to play a tournament here to meet people and to talk about this game! There’s on way to really know how this game will look in a year or 2 years especially since you have the Pro level and I feel like we’re always kind of being pulled around on a chain by the powers that be, but it’s crazy to see the growth of the amateur game and I hope that we will be back here next year and will need more seating! I’m kind of excited and I don’t even know for what specifically, but I can’t wait to see where it goes in the next few years.

LT: Bright future, Anna Bright! Hopefully we will need more seating and have more people in here next year.

Tyson, I’ve watched you drill on the courts and a 2 hour session turns into a 3 hour session and I think that your T-shirts were more wet than is humanly possible. What are you working on to improve your pickleball game? More specifically, to beat these 3 people around you actually and to beat up on Mr. Agassi today?

TYSON MCGUFFIN: Yeah I think that for me, I have lost some top matches this year. So I think that walking in and raising the level mentally and being a little tougher in those moments. I think that at the highest level, we are all really talented and it’s just about that when the going gets tough and your back is against the wall, you just have to mentally lock in and dial in. I want to say thank you New York and let’s go New York Knicks!

LT: Collin, you’re a professional pickleball player. There was a time when you were not a professional pickleball player.

What advice would you give to somebody that is trying to be a professional pickleball player or what's one thing that was really integral in your path as you went Pro?

COLLIN JOHNS: Um, being Ben’s brother probably is a good start. The tennis journey, I did that for many years and then coming over to pickleball, I think that that just let me witness that I was playing a different sport. There are certain things that are going to help you as background significantly, but there are other things that you have to learn how to change. If you look at the players that have had the most success, especially relatively rapidly – they are very open to learning the game and that was really good for me. It was certainly a credit to the guy on my left that helped me along the way. But, the event today and one I did yesterday, it’s just amazing to see where the sport has grown since I started playing. I’m very excited about being here today.

LT: Speaking of the guy to your left, Ben, you’re the middle of 7 children! What was it like growing up? Was it constant sports and competition of those 7 kids? Who was the most competitive?

BEN JOHNS: Yeah, I grew up as 1 of 7 kids, but also 1 of the 2 boys as we have 5 sisters so it was primarily just sports with this guy. Pickleball is the only thing that I ever won. So, I’m really just taking my sweet time with it! He is 6 years older and it was very competitive. So when you have someone that much older than you, you just get used to losing at everything! But it was a great upbringing and I wouldn’t do it over in any other way. I was very grateful and it all led me here!

IG @bahram.akradi

@lifetime.life

@agassi

@annabright.pb

@benjohns_pb

@collinjohns_pb

@tysonmcguffin

PHOTOGRAPHY COURTESY | Life Time

Read the MAY ISSUE #101 of Athleisure Mag and see PICKLEBALL POWER in mag.

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In AM, Athletes, Sports, Olympian, Olympics, May 2024, Tennis, Fitness Tags Athletes, Sports, Tennis, Olympics, Olympians, Pickleball, US Open, Australian Open, French Open, Wimbledon, Life Time, Fitness, Andre Agassi, ATP, Andy Roddick, John McEnroe, Michael Chang, Steffi Graf, Maria Sharapova, JOOLA, Anna Bright, Collin Johns, Ben Johns, Tyson McGuffin, Bahram Akradi, Raquet, Paddle Sports, Jimmy Connors
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PHOTOGRAPHY | Paul Farkas - John Starks (L) and Hannah Storm (R)

PHOTOGRAPHY | Paul Farkas - John Starks (L) and Hannah Storm (R)

FROM STORM WITH LOVE

November 7, 2017
L > R Sandra Lee, John Starks, Steve Schrippa, Hannah Storm and Dan Hicks

L > R Sandra Lee, John Starks, Steve Schrippa, Hannah Storm and Dan Hicks

We have been fans of Hannah Storm for years as we know her best from her work on ESPN speaking with a number of athletes across various sports, as well as her work with NBC covering Wimbledon, MLB and the Olympics. We were very excited to chat with her about the depth of her career, Brainstormin' Productions, and The Hannah Storm Foundation. We also attended her Charity Waiter Event earlier this month which included a number of her colleagues at her network, athletes, personalities, and industry leaders.

ATHLEISURE MAG: Tell us your journey to becoming a Sports Broadcaster and how you came to ESPN, as well as what shows you've been on with the network.

HANNAH STORM: That is a very very long answer! So, I’ll try to condense it. So growing up, I was the daughter of a sports executive and we moved all around the country. When I went to Notre Dame, I came in there having been in a lot of plays and musicals in high school and was somewhat of a ham as I loved performing. I decided I would channel that into television work and because I had really grown up around sports, I decided to pursue that and that was something that women didn’t really do at that time as a career option. I started off on the radio and began at my local station. We had a little TV station at my time so I interned there for free. I think that internships are so important and I did them at TBS in Atlanta over the summer. When I was in Houston, I did an internship there for experience while I was waitressing for money. 

When I got out of college, of course no one wanted to hire me. It was just uncommon to have a woman in that field. I would have news directors tell me that their audience would not accept a woman or that their sports directors would not work with a woman. One even said that they would hire a woman over their dead body. I got a lot of those kinds of responses. My father actually said that there were a lot of radio stations and TV stations around the country, so I started answering want ads. I actually got hired by a Rock and Roll heavy metal station to be a DJ. I loved the music as well and I thought, “ok I need to get on the air.” It was a great first job in Corpus Christi, TX. I saw another want ad up in Houston and this time, it was a person that was a DJ on the weekends and then they did sports during the week! I thought, “Ah ha! That’s me – that’s my in.”. So I drove up there and waited in the lobby for the program director to leave work one day. I popped up and handed him my tape and resume in person. I got that job and I started working part-time in TV in Houston.  I went to do the Rockets and Astros halftime and pre-game and I kept sending tapes out the whole time across the country. I was literally mailing tapes and resumes out all the time and then I got hired by a station in Charlotte that was a brand new station starting up looking to be different than other stations in the market. They thought, wouldn’t it be wild to hire a woman in sports.

So I was hired there as sort of a “let’s be different” kind of thing and less than a year later, I was hired by CNN. I was the first full-time female sports anchor there. I was in a department of about 75 men. So that was quite the experience there and a great thing was that I met my husband, Dan Hicks. 

Then I went from CNN to NBC. My first assignment was Wimbledon and my second assignment was the Olympics in Barcelona – Dick Ebersol from NBC was a really late night TV watcher and I was on at 2:30am a lot (sometimes 11) and so he saw me quite a bit on the air and thought that I had a lot of potential. So after 3 years at CNN, I went to New York at NBC for 10 years and he gave me unprecedented opportunities that a woman had never had in the business. I hosted Major League Baseball, I hosted the NBA, I hosted Notre Dame football – basically every event NBC had as they had a lot at that time. Then, NBC lost a lot of their sports properties media rights and I had always wanted to do morning news.

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Precipitously, they had started a new morning crew at CBS so I was on in the mornings at CBS for 6 years. CBS News had a lot of turn over and that whole morning crew was swept out, and then roughly at about 8 months later, ESPN was getting ready to launch daytime SportsCenter in the morning and you really needed to launch it with someone who had a name and an understanding of the morning show sensibility along with knowing sports. So I went back into sports at ESPN. 

I made a lot of decisions that brought me to various reasons for working where and when I did as this is just the quick version and a lot of it had to do with my children and their schedule. I always worked daytime or in the morning because of my kids. 

Now I have 2 in college and one that has 2 more years in high school. It’s gone by really fast!

AM: As a fan of your work, I like that you wear many hats from being a broadcaster, being an author and being a producer. What is Brainstormin' Productions and what was the catalyst behind creating this company?

HS: Great question. When I left CBS, and before I knew that I was going to ESPN, I had already been through a time at NBC and CBS where they were making broad business decisions for various reasons. None of them had to do with whether I was doing a good job, but it was based on things happening at a company wide basis. I think with my dad being a commissioner at the ABA and having an understanding of how things work with franchises and I have always understood how things along the way that are decided upon that are not personal. 

I wanted something that I had control over. This was important to me to be able to have something of my own and that I could create and do it in my own way and to run. It’s interesting because this was the impetus of what lead me to write my own book and I have always felt that I needed that creative outlet that I had control over and I wouldn’t wake up to find that it was gone.

So Brainstormin’ and my foundation were created when I left CBS and before I got to ESPN. My foundation and my production work were grandfathered into anywhere that I went. We started it out of my daughter’s tiny bedroom, we kicked her out of her room, and it was perfect for me as it was my first office. She slept in her sister’s bedroom and I was able to work in this closet and then it grew into my basement and now I have a cottage that we work out of which is awesome. 

We got our first big break when I was being introduced at the UpFronts to ESPN and as I was watching them do the presentation about the original 30 For 30 series. I thought that I could do that and wanted to do that! I introduced myself at ESPN to the person running 30 For 30. I asked if they had any slots left and he said he had two. 

I asked if there was anything that they didn’t have that they were desperate for. To me, this is something that I learned from my really good friend Nicholas Sparks (Bestselling Author of novels The Notebook, A Walk to Remember) which is to find out what the needs are and to fulfill those. He said that they did not have a women’s film nor a tennis film. My thoughts went to Chris Evert and Chris and Martina [Navratilova]. I ended up producing my first film Peabody Award winning 30 For 30 which was awesome and a great experience. I did several films: 9 For 9, SEC Stories, shorts, full length, etc. My first film which comes up on a different network, Epix, debuts on Nov 8th – Danica. I’m very proud of it as my films tend to be inspirational and aspirational whether they are about men or women. My last film was about Shaq and his coach Dale Brown at LSU – a relationship between two men. I’m already in discussion about more films and content across the board. It’s exciting to get into these conversations. Now that I have had a little bit of time to devote time to this it’s been a lot of fun.  

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AM: What is the process behind deciding which projects are greenlit or are a fit to being included within Brainstormin' Productions?

HS: There are definitely things that I know are good stories. I pitch those up to whatever entity that I think would be a great fit. It’s the same formula I have used all along – what do you need, what are you looking for – what are you missing? What fits your sensibilities and I take the myriad of ideas I have and take them in. That makes it a great fit. I have a varied team of people that I work with and I pair various producers and editors. It’s about pairing people that are right for the project and its ongoing team building. Just putting together groups of people and projects is fun as you’re running a project, working with a network and you’re creating the whole time and always thinking about it.  Sometimes you work on something and realize that that isn’t what you want to do and you don’t want to do things unless they’re going to be good!

AM: Tell us about the Hannah Storm Foundation and why this organization is so important to you.

HS: Yes! It’s been great! I was born with a port wine stain on my left eye area and it looked like I had a black eye, and I still do when you don’t see me with makeup on. People will ask what happened to my face etc. Growing up, my parents tried all kinds of surgeries – the cold laser surgery wasn’t available then. All different methods of surgeries growing up and it was a lot – they really tried to make it look better. Now the surgeries and technologies are available, but they are not covered by insurance and is prohibitive. Kids really need 10-12 surgeries, and many are severely disfigured. We’re able to fund those surgeries with one of the best surgeons in the world and one of the inventors of the laser, a South African doctor Dr. Milton Waner, who is at the top of his field and is known worldwide. We’re able to do the surgeries in conjunction with him and it’s a specific charity, but it is very close to my heart. 

The other mission of this charity is to fund a journalist internship at my alma mater, Notre Dame. It allows students to work on a practical level by writing for our alumni publication so that when they get out of college they have online and print content. Now we’re going more into visual, but when they get out they have published work when they leave college.

AM: We're excited to attend this year's Celebrity Waiter Event which is one of your foundation's events. Why did you come up with this format for this charity event, and since you have done this for a number of years, how do you decide which Celebrity Waiters will participate and are there those that do so at each of these events?

HS: Actually, Larry Fitzgerald of the Arizona Cardinals kind of gave me that idea. I saw that he was doing an event in Phoenix at Morton’s and I thought what a fun concept. He got his teammates to wait tables and I thought that was really neat and we partnered with Morton’s for our first event. I asked how the Phoenix event worked and whether he thought it would be a good idea for me to do and he said to go for it. It was crazy. 

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My celebrity waiters will eat and drink as much as the patrons and they have been hilarious. Mike Ditka enjoyed eating mash potatoes out of the center of the table which is one of my favorite memories from a previous event. It was hysterical and people love it. It’s just a fun and different experience and people don’t really do that. People get a kick out of it and my waiters have fun and it’s like – I’m not stuffy and I want it to be a party. 

We do a live auction and this year we’re being honored by All Sports United. It’s just really amazing and very celebratory and we’re coming together to do good. It’s a different and needed cause and we’re a global charity that people reach out from all over. We always identify a special child who will need something immediately and we have a fund in need that focuses on them. 

One year, we had a child that had something wrong with his eye and he needed immediate surgery and we set aside portions of the auction within the “funds in need” to take care of this critical surgery. A charity event impacts a number of lives and it doesn’t matter the number – just the act of doing it and that’s why we’re on this earth. We have to impact individuals and it costs a lot of money to take care of one child but we have to help – we’re their only hope! 

It’s been very gratifying and many of these children and families I may never meet! Some I have and it’s important that we know the doctor that is doing it and we are very much so on top of each case and what is taking place from the treatment plan. It helps to have such an acclaimed doctor that is a part of this as I think he is the most interesting man in the world!

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AM: You’re doing so many good things and it’s amazing that you’re able to get them done! 

HS: Well I don’t know how either! It’s so busy around here – that’s all I have to say! I have an incredible business partner, Carmen Belmont. We met when our kids were in pre-school and we’re still together to this day. She believes in me and everything we have going on. I am super creative with a ton of connections. She is super practical, she line produces, she does the books – she’s over at the hospitals. She’s the nuts and bolts of what we do.

AM: We know that you are married to NBC Broadcaster, Dan Hicks. How do you balance your time when you both may me be traveling to cover similar stories such as the Olympics or when you have schedules that cause you to be apart - how do you ensure your connection?

HS: The cool thing is that he is around during the week. So that’s nice. He is here now eating lunch and we’re able to go to my daughter’s field hockey games, we can have lunch together, we have dinner when we’re both home as I love to cook. I love that time right before dinner when I’m cooking and I have a glass of wine or scotch! 

Golf is essentially on the weekends so we can hang out during the week. Right now, golf is on a hiatus so that's  nice for a couple of weeks. Then obviously we do a lot of events – so I just got back from Chicago interviewing the Mannings for a corporate event. It’s funny, there is a lot more travel now than before. Whether I’m doing corporate events, filming or doing things for ESPN – there’s travel. It’s about balancing that out while having a daughter at home and it’s about being cognizant of that. Sometimes, you just have to do it and it sucks but it’s the reality of what we do. I mean, I suppose if we were actors we’d be shooting and doing the same thing. We’re home for spurts and then we also travel quite a bit!

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Read more in the Oct Issue and see From Storm with Love in mag.

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In Athletes, Celebrity, Fitness, Food, Lifestyle, Magazine, Oct 2017, Paul Farkas, Photoshoot, Pop Culture, Red Carpet, Sports, Style, Womens Tags Hannah Storm, Hannah Storm Foundation, John Starks, Sandra Lee, Steve Schrippa, Dan Hicks, ESPN, athletes, sports, NBC, Wimbledon, MLB, Olympics, Brainstormin' Productions, Charity Waiter Event, network, sports broadcaster, Notre Dame, TBS, Atlanta, Houston, television, DJ, Corpus Christi, Rockets, Astro, Charlotte, Rock and Roll, woman in sports, women in sports, CNN, female anchor, Barcelona, Dick Ebersol, football, NBA, ABA, Mike Tyson, Jesse Palmer, SportsCenter, college, UpFronts, 30 For 30, Nicholas Sparks, Bestselling Author, The Notebook, A Walk to Remember, Chris Evert, Martina Navratilova, Peabody Award, Danica, Danica Patrick, SEC Stories, 9 For 9, Epix, Dale Brown, LSU, Shaq, Dr Milton Waner, journalist, Larry Fitzgerald, Arizona Cardinals, Phoenix, Morton's, All Sports United, broadcaster, Carmen Belmont, Chicago, Mannings
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