Catching Up With: Carl Liebert, CEO of 24 Hour Fitness

P24 Hour Fitness CEO Carl Liebert GETTY IMAGES

The Olympics were somewhat unfamiliar to 24 Hour Fitness CEO Carl Liebert in 2008. He joined the company in late 2006, three years after it signed a sponsorship with the U.S. Olympic Committee, and the Beijing Games were his first as CEO. Four years later, the former basketball player at the U.S. Naval Academy has more perspective on the Olympics as a marketing platform. He spoke with staff writer Tripp Mickle about USA Basketball, the evolution of the USOC’s leadership and what he plans to do in London.

■ Basketball is a big thing for you, both as a former player and USA Basketball sponsor. What do you expect from the team here?

LIEBERT: I saw them in Vegas. I saw them in D.C. against Brazil. They’re really coming together nicely. One of the things I love associated with Coach (Mike Krzyzewski) is what happens in the game is a reflection of preparation. I know how hard he’s preparing. I saw some pictures at halftime of the Brazil game. The president came in the locker room. There were pictures with coaches and players. The only person not in a picture was Coach. It was halftime. He was only up by 5, and he’s thinking about winning the game. He’ll get that picture if they win the gold.

■ You have worked for years at Krzyzewski’s camps. Who do you think will replace him as the national team coach?

From left: Olympic athlete Tony Azevedo; U.S. men's basketball coach Mike Krzyzewski; 24 Hour Fitness Chief Marketing Officer Bill Quinn; Chairman of USA Basketball Jerry Colangelo; Liebert; U.S. women's basketball coach Geno Auriemma; Olympic athlete Kerri Walsh; and USOC Chief Marketing Officer Lisa Baird at the opening of Team USA's High Performance Training Center. GETTY IMAGES

LIEBERT: That is such a tough call. There are incredible coaches out there. Selfishly, I’d like to say Coach K will leave Duke and become the national team coach. The question is: Will it be an NBA coach? I think (San Antonio Spurs coach) Greg Popovich would be a great fit. I’m close to him because of my relationship with David Robinson (who was my teammate in college). He coaches the Spurs like a college team sometimes, so I’m a huge fan of his. If it’s a college coach, someone like Michigan State’s Tom Izzo comes to mind.

■ The USOC has new leadership now. What is different about working with the USOC here than in Beijing?

LIEBERT: If you think about the change the USOC has gone through. In ’08, we were still hopeful for Chicago. There was an underlying tension but some optimism. Then you go through the last four years and look at what Scott (Blackmun) and Lisa Baird have done and it feels more settled. It feels like there’s a plan. I know Larry Probst well. We’re on the Jimmy V Foundation board together. He’s working hard to develop a better relationship with the IOC and takes pride in that, which is great. If anything, I feel like we’re on more stable ground. It doesn’t feel as uncertain. The leadership of the USOC is solid. Scott’s established his credibility with not only employees and sponsors but also athletes.

■ What events do you plan to get to here?

LIEBERT: I’m all over the place. I haven’t been to a swimming event, so I’m going to swimming. I’m going to diving. I’m going to artistic gymnastics. Obviously basketball. Track and field. Badminton, and I’m trying to get into table tennis. And I wanted to see Wimbledon, so we’re going to do that.