Name: Joe Lanser
Institution: UW-Milwaukee
Title: Assistant AD-Ticket Sales & Service

When and why did you decide to pursue a career in Athletics?
I was a student manager for a junior college basketball team, and found my passion doing the little things and the thankless jobs that made success possible. The coach I was working for encouraged me to change my major to Sport Management and his belief in me fueled me to go all in. My love for the atmosphere and people you meet in college athletics made my desired path clear from that point.

What advice would you give someone looking to enter the field of collegiate ticketing?
I was a student manager for a junior college basketball team, and found my passion doing the little things and the thankless jobs that made success possible. The coach I was working for encouraged me to change my major to Sport Management and his belief in me fueled me to go all in. My love for the atmosphere and people you meet in college athletics made my desired path clear from that point.

Who has been the most influential person in your career and what is the best advice they have given you?
Chris Barker (Exec Associate AD/CRO at NIU) who I worked for as a Grad Assistant would say "If you're not moving forwards, you're moving backwards" which has stuck with me. He would also always ask "What've you got for me?" anytime he came in my office, and having him ask what ideas I had helped me get over imposter syndrome and not be afraid to pitch my ideas from an early stage of my career.

What is a book, podcast, or resource that has positively influence your career?
The Sales Game Changer by Rob Cornilles. Has played a major role in my approach to sales and how I form relationships with fans. The principles of result-centered selling, success is as success does, and the power of urgency are important for anyone who works in a ticket office, regardless of role.

What is your favorite memory you have working in college athletics?
At Sam Houston State in Spring 2021, hosting the FCS Playoffs and then getting to go to Frisco, TX for the FCS Championship game. It was a year of pure chaos, but getting to witness our football team defy the odds and win their first ever national championship was a surreal experience. You could feel what it meant to the fans and to longtime staff, and that was special to be a part of.

What is one job you would like to try for a week and one job you would not enjoy trying?
I would love to try my hand at coaching basketball. I would not love being a GM responsible for managing NIL.

About NAATSO: NAATSO is the first organization of its kind to provide educational and networking opportunities; enhancement of acceptable operating standards and ethics; and establishment of the overall prestige and understanding of the profession of athletics ticketing administrators. For more information about NAATSO, please visit www.naatso.com. NAATSO is administered by the National Association of Collegiate Directors of Athletics (NACDA), which is in its 61st year. For more information on NACDA and the 19 professional associations that fall under its umbrella, please visit www.nacda.com.