The GSB Interview: Roger McClendon, New Executive Director of the Green Sports Alliance

Roger McClendon was named Executive Director of the Green Sports Alliance on January 15. The former Chief Sustainability Officer of Yum! Brands took a break from the whirlwind of his first six weeks weeks on the job to talk with GreenSportsBlog about his path to the Alliance and his early thoughts on where the organization needs to go.

 

GreenSportsBlog: Congratulations, Roger! I’m sure you’re being pulled in a million directions, so let’s get into it. When did your interest in sustainability and sustainable business begin?

Roger McClendon: Thank you, Lew, for the opportunity to talk to GreenSportsBlog readers. I’m an engineer by academic training and a graduate from the University of Cincinnati. Early in my professional career I studied and worked on automating manufacturing processes in a paper mill using control theory and algorithms to improve production efficiency. I also worked on wastewater treatment and power generation systems. Those projects focused on important questions like how do you reduce waste and improve the process as well as save money?

So it was that mindset that drew me to sustainability, technology, and innovation. Of course this work became the foundation of my environmental sustainability experience and background. And, as time went on, I became interested in the social and governance sides of the sustainability equation as well. Things like diversity, how workers are treated, human trafficking, public policy, shareholder proposals, etc. These are, I think, undervalued aspects of the sustainability world, and was something I pushed in my role as Chief Sustainability Officer at Yum! Brands.

 

roger mcclendon gsa

Roger McClendon, the new executive director of the Green Sports Alliance (Photo credit: Green Sports Alliance)

 

GSB: Speaking of the CSO job, that didn’t exist before you took it on in 2010. How did you come to create it? And how did Yum! Brands management react?

Roger: Sustainability was not really on top management’s radar screen when I brought it to them in 2009-10. But you have to understand David Novak, the founder of the company, which was a spinoff of the restaurant brands KFC, Pizza Hut, and Taco Bell from PepsiCo was a passionate values-driven leader. His management style recognized that, by putting people first, profits would follow, not the other way around. Before the Yum! Brands spinoff, I had worked my way up through the engineering ranks at KFC and, in so doing, had seen that prioritizing sustainability would grow profits and drive new business.

So after the spinoff, I saw that the new company had a Corporate Social Responsibility or CSR function but there was a big gap: Sustainability was not included. I saw this as a huge opportunity for the company. I conducted some benchmarking studies internally to see how applying a sustainability lens — efficiency, innovation, environment — could improve our best practices. Then I looked outside the company to see how corporations like GE and P&G were treating sustainability. Eventually, I made a presentation to top management about how sustainability could be a powerful business driver. They loved it! David did ask ‘Why should I make you CSO?’ I said ‘Because I’m already doing the job!’ And that was that.

 

David Novak Yum!

David Novak (Photo credit: Yum! Brands)

 

GSB: Great story! Was there any pushback from management and/or the rank-and-file at Yum! Brands about sustainability? Did some say things like ‘Why are we doing this tree hugger, Berkeley stuff?’

Roger: There was some of that cultural stuff but the broader challenge was that big change is difficult, especially in a penny-profit business like restaurant chains. I mean, we worried about each napkin that we bought. Getting 16, 17 year-old employees and franchisees to implement programs and promotions was always a heavy lift.

GSB: How did you overcome that?

Roger: Well we always looked to show all stakeholders how sustainability aligned with value creation. And we emphasized, especially with millennial and GenZ employees, that we were transforming Yum! Brands into triple bottom line company — People, Planet, Profit. And now the company is well on its way to living those values.

GSB: Aside from the very important transition on corporate values, what were some of Yum! Brands biggest sustainability wins during your tenure as CSO?

Roger: Thanks for asking. We helped drive energy efficiency initiatives that have resulted in an estimated savings of 4.3 megawatt hours (mWh) of electricity globally. Yum! Brands also created Blueline, a sustainable restaurant design, build, operational, and maintenance standard that uses key restaurant-relevant aspects of LEED, paired with proven, actionable solutions in areas such as lighting and optimized hood exhaust and ventilation systems.

These initiatives and more resulted in Yum! Brands being named to the Dow Jones Sustainability North America index in 2017 and 2018. We also earned Top 100 Best Corporate Citizens status by Corporate Responsibility Magazine, also in 2017 and 2018.

GSB: Have any of the major Yum! Brands messaged sustainability to consumers?

Roger: Consumer messaging really has been centered on the local level rather than through national ads. KFC in Australia did a local campaign around its switch to canola oil. That screams sustainability and health without actually saying it. And the folks got it.

GSB: Which is great. I understand you retired from Yum! Brands last spring but you’re way too young to be fully retired. Was Green-Sports and the Alliance on your radar at the time?

Roger: Not really. I mean, I was well aware of the sports greening movement, especially since KFC, Pizza Hut and Taco Bell sponsor all manner of sports. And I’d been at conferences at which folks from the Alliance spoke. So I knew Green-Sports was a growing and good thing but I wasn’t looking at it as a landing spot when I retired from Yum! Brands.

Instead I worked with the Aspire Basketball Foundation in Louisville where my family lives. It teaches life skills, leadership, and personal development to high school students and those in a gap year before college, all through the prism of basketball, which I played at the University of Cincinnati and love. That’s what I was doing when I heard about the opening at the Alliance. I reached out to Scott Jenkins, the Board Chair at the GSA and we talked about the job, how I would be able to magnify the impact of Green-Sports at a high level. I thought, ‘this sounds like a great fit’ so I went for it.

 

roger mcclendon uc hoops

Roger McClendon, while a member of the  University of Cincinnati Bearcats, launches a jump shot over Virginia Tech’s Dell Curry, aka Steph Curry’s dad (Photo credit: University of Cincinnati Athletics)

 

GSB: And you got it!

Roger: I’m very thankful and realize that, as I take this position, I realize I stand on the shoulders of giants who created the Green-Sports movement like Christina Weiss Lurie, minority owner of the Philadelphia Eagles and their Go Green initiative, the late Paul Allen, owner of the Portland Trail Blazers, Seattle Seahawks and Sounders, and an early funder of the GSA, and Allen Hershkowitz, one of the true Green-Sports visionaries.

GSB: Indeed. And, as you take the helm at the Alliance, you do so as the movement is at what I see as a pivot point, from a Green-Sports 1.0 world, in which the focus is on greening the games and venues, to the Green-Sports 2.0 world, in which the emphasis shifts to engaging fans, both those who attend games and those who consume sports via media. I know it’s early days, but with that backdrop, what do you see as the top two or three items on your agenda?

Roger: That’s a great way to frame it, Lew. And you’re right, it’s early days. So my first order of business is engaging the Board, teams and venues, and the media to get a great sense of the state-of-play in Green-Sports. At the same time, I think we need to take a look at what’s next — Green-Sports 2.0 as you call it — and then what comes after that.

GSB: Green-Sports 3.0?

Roger: That’s right.

GSB: What do Green-Sports 2.0 and 3.0 look like to you right now?

Roger: First, it’s important to note that the sports world has done an admirable job on Green-Sports 1.0, greening the venues…

GSB: Thanks certainly go to the Alliance for its part in 1.0.

Roger: I wasn’t here for that work, obviously, but I’ll accept that thanks on behalf of the people who were. The greening of stadiums, arenas, and training centers needs to continue. And then we need to go forward on not only fan engagement, but also on helping our member teams, venues, leagues and more take on environmental and social issues in ways that have measurable impacts. The 17 UN Sustainable Development Goals or SDGs can serve as great metrics for us.

GSB: Absolutely. Of course seven of the 17 SDGs focus on the environment¹. Going forward, will the Alliance work mainly on helping its members on those seven green SDGs? Or will it look to put as much weight on the social and governance aspects of sustainability, as it does on the environment?

Roger: The United Nations Sustainable Development Goals is one framework that I think the Alliance can leverage with our key stakeholders and determine where we should focus and prioritize. It can help us focus on what has the most material impact to our partners, members, fans, and communities as a whole.

There is a process of engagement, alignment, strategy development and execution planning that the Alliance will facilitate with our partners, members, and other key stakeholders. I anticipate that the Alliance and our partners will focus primarily on social and environmental sustainability issues and less on governance.

GSB: Finally, I want to get your take on climate change. I think it’s fair to say that the sports world at large and the Alliance to this point have, for the most part, stayed away from the topic. How do you want to take it on?

Roger: Well this gets into what problems do we want to help solve. Can we impact things like access to clean drinking water, dealing with drought, wildfires, and more? I say yes and we need to get involved in a strategic, focused way to do that sooner rather than later. But do we need to get into the politics of climate change? I think we should stay away but, at the same time, focus on doing what we can to help venues and teams to reduce their emissions.

GSB: Understood. Thing is, I think it will be much harder to stay away from climate change and the politics surrounding it with the recent introduction in Congress of the Green New Deal proposal. How might the Alliance’s alter its approach to climate change in a Green New Deal world?

Roger: We don’t have to debate climate change as the science is evident. We do have to act as a responsible citizen, business, community, city and country. We need to focus on improving sustainable operations and supply chains as well as partnering and investing in smart city infrastructure and develop social and environmental awareness and engagement movements to engage future generations.

GSB: Sounds good, Roger. I look forward to our future conversations to see the types of Green-Sports 2.0 initiatives the Alliance undertakes under your leadership, particularly on fan engagement and climate change. In the meantime, all the best.

 

¹ Seven SDGs that focus on the environment are Clean Water and Sanitation, Affordable and Clean Energy, Sustainable Cities and Communities, Responsible Consumption and Production, Climate Action, Life Below Water and Life on Land. The rest of the SDGs are: No Poverty, Zero Hunger, Good Health and Well-Being, Quality Education, Gender Equality, Decent Work and Economic Growth, Industry/Innovation/Infrastructure, Reduced Inequality, Peace and Justice, Partnerships to Achieve the Goals

 

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Roger McClendon Announced as New Green Sports Alliance Executive Director

On Friday, GreenSportsBlog broke the news that the Green Sports Alliance had hired Roger McClendon as its new Executive Director. He comes to the Alliance from Yum! Brands (KFC, Pizza Hut, Taco Bell and more), where he most recently served as its Chief Sustainability Officer.

Yesterday, the Alliance officially announced the McClendon hire, plus the addition of six new members to the Board. Here are some highlights from the announcement.

 

In a press release distributed Tuesday, McClendon commented on his new role as Executive Director:

“I am honored for the opportunity to lead the Green Sports Alliance. I look forward to taking the Alliance to the next level and ensuring sports plays a key role in the global sustainability movement, focused on measurable impact,” McClendon said. “Along with our Board, members and staff, we are poised to develop the Alliance’s vision, while leveraging global innovation and strategic partnerships, to improve the social and environmental well-being of future generations.”

 

roger mcclendon gsa

Roger McClendon, new Executive Director of the Green Sports Alliance (Photo credit: Green Sports Alliance)

 

McClendon told Ian Thomas, writing in Tuesday’s Sports Business Journal, that one of his first actions as Executive Director will be to embark on a listening tour with Alliance members and partners. His early goals include:

  • Having the Alliance move beyond working only on “environmental issues, moving to that next level of impact.” McClendon cited the United Nations Sustainable Development Goals (SDGs) that not only includes environmental objectives like clean water and sanitation, but also social and economic issues such as eliminating poverty, ensuring quality education and achieving gender equality.
  • Working with teams to engage fans to take positive environmental actions
  • Building on the Alliance’s work of the “greening” the games and the venues in which they are played, but also helping to engage sports fans to take positive environmental actions as well.

“We are very excited to have Roger take on this leadership role,” Scott Jenkins, GSA Board Chair and General Manager of Atlanta’s Mercedes-Benz Stadium said in a statement. “His results-driven track record in sustainability and sports (he was a four-year starter for the University of Cincinnati basketball team) presents a unique opportunity for the Alliance to further innovate, influence and inspire the communities we serve.”

 

Scott Jenkins

Scott Jenkins, Board Chair of the Green Sports Alliance and GM of Mercedes-Benz Stadium, host of next month’s Super Bowl LIII in Atlanta (Photo credit: Mercedes-Benz Stadium)

 

McClendon will make his first appearance as Executive Director on Thursday at Green Sports Alliance’s Sports & Sustainability Symposium at Arizona State.

Turning to the Alliance’s Board, the six new members are:

 

Dune Ives_Executive director of Lonely Whale Foundation

Dune Ives, executive director of Lonely Whale Foundation (Photo credit: Lonely Whale Foundation)

 

  • Kunal Merchant, Managing Director, Lotus Advisory, a strategic consultancy with a strong sports practice. Prior to Lotus, Merchant was the Mayor’s Chief of Staff for the City of Sacramento, where he played a central role in the development of the acclaimed Golden 1 Center, home of the NBA’s Kings and the world’s first LEED Platinum-certified indoor sports venue.
  • Jill Savery, Founder and CEO, Bristlecone Strategies, a sustainability advisory and consulting firm. Savery won gold at the 1996 Atlanta Olympics in synchronized swimming.

 

Jill Savery_Head Shot

Jill Savery (Photo credit: Jill Savery)

 

  • Cyrus Wadia, former Vice President, Sustainable Business and Innovation, Nike, where he led the company’s sustainability strategy.
  • Jamie Zaininovich, Deputy Commissioner and Chief Operating Officer, Pac-12 Conference, the first collegiate sports league to become a GSA member

 

GSB’s Takes:

  1. The Alliance sees McClendon as both a visionary and a top-flight manager. He has best-in-class sustainable business and sports chops — pioneering and successful CSO at a high-profile Fortune 500 company and a serious Division I college basketball player. Will McClendon be able to marshal his experience and skills to successfully lead the GSA through the challenging and exciting transition from Green-Sports 1.0 (greening the games) to Green-Sports 2.0 (engaging masses of fans on the environment) and beyond? Time will of course tell the tale but GSB can see why hopes are high in Portland. 
  2. Using the power of sports to help link the attainment of UN environmental SDGs to non-environmental SDGs like eliminating poverty and gender equality is an important endeavor — in the end, they’re all related. A cautionary note: Make sure the environment does not get lost in the process.
  3. While not wanting to put too much stock in a press release, two words — “climate” and “change” — were conspicuous by their absence. GSB looks forward to talking with McClendon soon about his plans to take on climate change and much more.
  4. The additions to the Board are a Green-Sports All-Star squad. Dune Ives was present at the birth of the GSA. Jill Savery, like Roger McClendon, is someone who is both a successful sustainability practitioner and an ex-athlete. Elaine Aye brings a veteran strategic sustainability consultant’s perspective. Jamie Zaininovich’s experience with PAC-12 network contracts provides much-needed media business savvy to the GSA. I don’t know Messrs. Merchant and Wadia, but having folks with municipal government and Nike sustainability experience on the Board can only be a good thing.

 


 

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BREAKING NEWS: Roger McClendon of Yum! Brands Named Executive Director of Green Sports Alliance

Roger McClendon, Chief Sustainability Officer of Fortune 500 restaurant management company Yum! Brands, has agreed to become the Executive Director of the Green Sports Alliance, according to a source.

 

McClendon brings a track record of sustainable business leadership along with a passion for sports to the Green Sports Alliance’s top management position. The Executive Director position has been open since August when Justin Zeulner left the Alliance. A several-months long recruitment process, led by a national search firm, resulted in McClendon’s hiring.

He worked for Yum! Brands, the Louisville, KY-based parent company of KFC, Pizza Hut, and Taco Bell, for 23 years, launching the Chief Sustainability Officer role in 2010. Under McClendon’s leadership as CSO, the company was named in 2017 to the Dow Jones Sustainability Index and as one of the 100 Best Corporate Citizens by Corporate Responsibility Magazine.

 

roger mcclendon yum!

Roger McClendon, CSO of Yum! Brands, will become Executive Director of the Green Sports Alliance (Photo credit: Yum! Brands)

 

McClendon was a four year starter for the University of Cincinnati basketball team (1984-85 to 1987-88). When the 6′ 4″ guard finished his Bearcats career, he did so as the school’s second leading career scorer, trailing only the legendary Oscar Robertson. McClendon was elected to the UC Athletics Hall of Fame in 1998.

 

Roger McClendon UC Hoops.png

Roger McClendon, member of the University of Cincinnati Athletics Hall of Fame, launches a jump shot over Virginia Tech’s Dell Curry* (Photo credit: University of Cincinnati Athletics)

 

According to its website, the Portland, OR-based Alliance, which opened its doors in 2011, currently has 413 member teams, leagues and venues. It looks to leverage “the cultural and market influence of sports to promote healthy, sustainable communities where people live and play.”

 

GSB’s Take: This is a particularly important hire for the Alliance as the Green-Sports movement is at an inflection point. It is moving from what GSB calls Green-Sports 1.0, the greening of the games themselves (i.e. LEED-certified venues, Zero-Waste Games) to Green-Sports 2.0, engaging fans, athletes and media on environmental action, especially including climate change. GreenSportsBlog will bring you updates on the McClendon-to-Green Sports Alliance story as they develop.

 

* Dell Curry is Steph Curry’s dad

 


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GSB Eco-Scorecard #6: Catching Up with Green-Sports Leaders On The Field

Since 2013, GreenSportsBlog has told the stories of the great environmental work being done by teams, managers of venues and athletes. But as far as the sports side of the Green-Sports equation was concerned, we really didn’t go there.

Until last September, that is.

It was then that we launched GSB Eco-Scoreboard: Catching Up with Green-Sports Leaders on the Field, an occasional series highlighting recent on-field/court results of the greenest teams and athletes. Why? Because if they do well, their green messages will gain a wider audience.

And if they struggle? Well, those of us engaged in the climate change fight know what struggle is all about. We can relate.

With that in mind, please enjoy our sixth Eco-Scoreboard.

 

 

ECO-LINEBACKER CONNOR BARWIN SIGNS WITH NEW YORK GIANTS; LOOKS TO MAKE 53 MAN ROSTER

Connor Barwin, the 31 year-old linebacker, recently joined his fourth NFL team when he signed a two-year contract with the New York Giants.

Barwin, who previously played with the Houston Texans, Philadelphia Eagles and Los Angeles Rams, brings much needed pass rushing prowess to Big Blue’s defense (he’s notched 55.5 sacks over his first nine NFL seasons). And he also brings a passion for the environment that has been sorely lacking from the New York-New Jersey sports scene.

The former second round draft pick out of the University of Cincinnati has been very engaged on the environment — climate change in particular — throughout his career. While in Philadelphia, Barwin rode his bike to work, drove an electric car, and spoke out about climate in the community. And, as part of an endorsement deal with NRG, the Eagles energy sponsor and developer of the 11,000 panel solar system at Lincoln Financial Field, the linebacker helped install solar panels on residential roofs in the Philadelphia area and on missions to Haiti.

 

barwin
New York Giants LB Connor Barwin (r), then with the Philadelphia Eagles, helped install solar panels atop the roof of this couple’s home in Cherry Hill, NJ in 2015. (Photo credit: NRG)

 

In a 2014 interview with Jared Shelly of Philadelphia Business JournalBarwin credits his dad with being the inspiration for his environmentalism: “My dad was a city manager who spent two decades pushing public transit in Detroit, the car capital of the world. He had a huge amount of civic pride which carried over to me as a child…It just seemed very instinctual and natural to take care of where you lived.”

With the Giants set to match up against the Jets tonight in their annual preseason battle for New York area bragging rights and the Snoopy Trophy (arguably the most meaningless trophy in sports — the game doesn’t count!), I will be focusing on two players.

As a diehard New York Jets fan, most of my attention and interest will be focused on rookie quarterback Sam Darnold and whether he can take the next step towards earning the starting job for opening night against the Detroit Lions.

And I will also be pulling for Connor Barwin to have a solid performance. He needs to play well since he’s not a lock to be on the Giants opening day roster, although most projections have him making the team.  Assuming he does, Barwin will be able to bring his brand of eco-athlete leadership to the Big Apple.

 

VESTAS 11TH HOUR RACING RALLIES TO FINISH 5TH IN ROUND-THE-WORLD VOLVO OCEAN RACE DESPITE NOT STARTING TWO LEGS AFTER TRAGIC CRASH IN HONG KONG

Vestas 11th Hour Racing, the sailing team with the world class sustainability ethos, got off to a fast start in the ’round-the-world, 2017-18 Volvo Ocean Race last fall. Led by a pair of Americans, skipper Charlie Enright and team director Mark Towill, the squad was in a tie for second place in the seven boat field after the race’s first three legs (Alicante, Spain to Lisbon; Lisbon to Cape Town; Cape Town to Melbourne, Australia).

 

Mark Towill Atila Madrona

Mark Towill, team director of Vestas 11th Hour Racing (Photo credit: Vestas 11th Hour Racing)

 

 

Vestas 11th Hour Racing crew portrait. Charlie Enright

Vestas 11th Hour Racing skipper Charlie Enright (Photo credit: Vestas 11th Hour Racing)

 

And the team was near the lead towards the end of the Melbourne to Hong Kong leg when disaster struck about 30 miles out from the Hong Kong Harbor finish.

In the wee hours of the morning on January 20, Vestas 11th Hour Racing collided with an unlit fishing vessel. Despite a badly damaged bow, Towill# and the Vestas 11th Hour Racing crew carried out a search and rescue effort. Nine Chinese fishermen were rescued but one fisherman tragically passed away.

There are no words to describe how the loss of the fisherman’s life affected Towill, Enright, and every other member of the Vestas 11th Hour Racing squad.

But despite heavy hearts and the massive repairs resulting from the severe damage to the boat, the team decided to try to rejoin the race. They did so despite missing legs 5 and 6 (Hong Kong to Guangzhou, China, and then to Auckland, New Zealand), which meant there was no chance of winning.

Still, Vestas 11th Hour Racing rebuilt boat was at the start line for the Auckland to Itajai, Brazil leg. They were in second place coming around Cape Horn at the southern tip of South America, and then the mast fell over.

That had to be the end, right?

Wrong.

The team persevered, fashioning a new mast out of a light post.

Somehow Vestas 11th Hour Racing earned a strong third place showing in the Itajai to Newport, RI leg. They backed that up with another third place finish in the transatlantic Newport to Cardiff, Wales leg. The squad eventually ran out of steam, finishing sixth in the Cardiff to Gothenburg, Sweden race and last in the final leg, Gotenburg to The Hague, Netherlands.

Overall, Towill, Enright and Company persevered to earn a tortuous, costly but impressive fifth place finish.

 

A video review of Vestas 11th Hour’s challenging circumnavigation of the globe in the Volvo Ocean Race, focusing on sustainability and perseverance (9 min 44 sec)

 

Also impressive was this: At each Volvo Ocean Race stopover, the team met with a local non-profit to learn about their environmental work. Sustainability partner 11th Hour Racing awarded a $10,000 grant to each organization as part of their mission to leave a sustainability legacy beyond the race.

Will Enright and Towill make another run at the ’round the world race in 2021-22 and will they partner with 11th Hour Racing? That is all to be determined. The only thing we know for sure is that 2021-22 race will have new owners, with Atlant Ocean Racing Spain replacing Volvo (although Volvo cars will still be a sponsor).

# Towill substituted for Enright as skipper for Leg 4 because the latter had to sit out due to a family crisis.

 


 

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