167 Corey Knight on how the USPA Is Growing the Business of Powerlifting

Powerlifting has one of the most passionate communities in sports, but Corey Knight believes the sport is still only scratching the surface of its potential.On this episode of the Sports Business Leaders Podcast, we sit down with Corey Knight, Chief Marketing Officer of the United States Powerlifting Association (USPA), to talk about growing strength sports through culture, storytelling, events, and brand partnerships.Corey shares why powerlifting is more accessible than many people realize, how USPA is approaching nearly 300 events per year, and why creating a sense of identity and belonging is critical to building a sports property.We also dive into the business side of powerlifting, including how brands can authentically enter strength sports, why the best sponsorships improve the athlete experience, and why partners are ultimately buying access to attention, trust, and community, not simply logos and booths.Corey also shares a great example of USPA bringing a beauty brand into a women’s powerlifting event, showing how unexpected partnerships can work when they genuinely connect with the community.It’s a conversation about the future of powerlifting and what it takes to turn a passionate community into a stronger sports property without losing the culture that made it special.