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Carrie LeCrom, Ph.D.

Executive director

Phone: (804) 828-6443

A member of the Center for Sport Leadership staff since 2003, Carrie LeCrom was named executive director in 2015. As a Lynchburg College undergraduate with a dual major in Business Administration and Sport Management, LeCrom was honoured as an Athletic and Academic All- American soccer player on a team that advanced to the Elite Eight of the 2001 Division-III Women’s Soccer National Championship. In 2003, LeCrom graduated from the Center for Sport Leadership at VCU and, realizing her passion for combining academics with athletics, completed her doctoral studies at VCU in 2007. At the Center, she is responsible for setting the program’s strategic direction, handling academic matters, expanding the global reach of the program, and teaching (Leadership, Research Methods, Global Sports Issues, Sport for Development). Under her guidance, the program has launched a dual degree program (M.Ed./MBA) and a doctoral track in Sport Leadership, and has seen significant growth in terms of competitiveness and national reputation.

LeCrom is passionate about the use of sport for social change, and has generated over $650,000 in grant funding from sources such as the U.S. Department of State and the NCAA. Some notable initiatives that she has coordinated include travel to Ethiopia, Africa, for a coaches training program, as part of a U.S. State Department funded grant in 2007. In 2010-11, she completed another State Department funded grant which involved a 2-year exchange between soccer coaches in the U.S. and China that aimed to build cultural understanding between the countries. She and her colleagues recently completed a similar grant with South African coaches (2015-16), targeted at creating social change through soccer. LeCrom initiated the Center for Sport Leadership’s participation in an international conference where students and faculty traveled to Paris, France, to attend the 2007 World Cup of Rugby and participate in the World Sports Forum, held in St. Denis, France. Additionally, since 2004, LeCrom has coordinated the European Model of Sport course, a 12-day study abroad trip offered annually where students travel overseas to various European cities to gain new perspectives on much more than sport.

LeCrom’s research interests lie in sport for development (sport as a vehicle for social change), global sport, and sport consumer behavior. She has published in journals including the Journal of Sport Management, Sport Management Review, Sport in Society, the Journal of Applied Sport Management, the Journal of Sport for Development, and Sport Marketing Quarterly, in addition to presenting at various conferences. She is also on the editorial board for Sport Management Education Journal. In 2014 she was awarded the Ruch Award for Excellence in Teaching, the highest teaching award given by VCU’s School of Education annually, and in 2016 she was the VCU School of Education’s Award of Excellence recipient for combined excellence in teaching, research and service. LeCrom is married to the Director of Youth Development for the Richmond Strikers Soccer club; they have one daughter and one son.

See Dr. LeCrom's publications