TEAMING UP: Tyson Group brings Talent Assessment and Team Performance Strategies to The ALSD

Tyson Group, the award-winning sales consulting, coaching and training firm that serves some of the biggest names inside and outside of sports and entertainment announces an exciting new partnership with the Association of Luxury Suite Directors (ALSD)—the sports and entertainment industry’s community leader in premium seating, venue design, build and technology.

Lance Tyson, President & CEO of Tyson Group, said:

We’re seeing our clients contending with three major issues: a changing sales landscape, more pressure on sales leaders and shifting selling profiles. We’ve helped countless organisations within the sports and entertainments space increase sales productivity, reduce sales cycle time, and gain higher close rates. We couldn’t be happier for this partnership with the ALSD, a world-class organisation. We understand their marketplace and we know their clients’ needs.

This is another big step in ALSD’s evolution as the company looks to expand internationally, coming off the heels of their 4th annual ALSD International conference, hosted at the game-changing Tottenham Hotspur Stadium in London, UK.

Jeff Morander, the newly appointed CEO of the ALSD, said:

We’ve been excited about this partnership for months, because it’s exactly what we wanted to add to the ALSD. I’ve had countless people tell me their biggest pain point is staffing and recruiting. And that’s where Tyson Group comes in.

A key component of the partnership provided by Tyson Group is Sales Leadership Training, beginning with a leadership track during ALSD conferences that builds throughout the event, featuring topics such as Hiring and Selection and Agile Negotiations.


Tyson Group is also giving ALSD participants exclusive access to Tyson Group’s talent assessments, based on changes to KPIs as they relate to the market. These assessments evaluate up to 140 core sales competencies necessary for a truly high-performance sales team. Leaders are then coached by Tyson Group how to utilise team and individual assessment results to improve team performance.

Morander said:

This assessment tool is going to be an eye-opener for a lot of teams and venues. We knew that a key component to the new growth strategy of the ALSD brand was to bring in the best of the best in sales solutions. Without question that company is Tyson Group.

About Tyson Group

Tyson Group offers expert sales consulting and training tailored to companies’ individual needs, cultivating talent that yields measurable results. They have consulted on multi-billion-dollar negotiations for the nation’s most prominent sports stadiums, developed elite sales teams and advised on the installation of sales methodology for countless organisations.

Tyson Group is frequently sought out for its expertise in selecting, onboarding, training and coaching the right talent to drive organisations to the next level. They have proven experience creating, establishing and implementing organisational changes and new processes that help sales teams meet and exceed goals in a vast array of industries.

Tyson Group is available for commentary.

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About Association of Luxury Suite Directors

The Association of Luxury Suite Directors (ALSD) was established in 1990 to provide a single platform for its member teams and venues with accurate and timely information from across all layers of the premium seat industry in stadiums and arenas throughout North America with a growing global reach. With its integrated marketing and advertising programs, the ALSD is also positioned to link buyers and sellers, including vendors, suppliers, and food and beverage concessionaires for the venue marketplace.

In 2013, the ALSD rolled out the Design & Build Forum, on the heels of a key period for new venues and major renovations. In 2022, ALSD redeveloped its technology community, introducing the Technology Symposium to study innovation and revenue generation.

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Sports Venue Business organises and delivers ALSD International – EMEA’s leading event for the Premium Seat & Hospitality sector, with a focus on optimising revenue through New Builds, Renovations & Service Expansions – on behalf of the ALSD (Association of Luxury Suite Directors).

The 2022 event featured a high-level conference, an exhibition showcasing industry-leading products & services, networking events and a behind-the-scenes tour of Tottenham Hotspur Stadium, powered by THFC and Levy UK + Ireland.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

#ALSD – Leading the Premium Seat sector for the last 30 years

#sportsvenuebusiness – The leading platform for sector news, views & developments


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