Bill Allard

Bill Allard

CEO, Athlete’s Performance

Bill Allard is the Chief Executive Officer at Athletes’ Performance, an industry leader in performance training for professional athletes. AP has trained many of the top performers in sport, including NFL first round picks (8 in 2008) and veterans (over 180 currently in the NFL), NBA first round picks (7 in 2007), World Cup heroes (US Women’s Soccer, German Men’s Soccer) and MLB All-Stars (6 in 2008). Bill oversees daily operations and growth for three Athletes’ Performance facilities across the United States, and also leads AP’s consumer brand, Core Performance, which provides sports training, fitness, nutrition and lifestyle content that is developed by the experts at Athletes’ Performance. The Core Performance portfolio includes four popular fitness books, a digital media site ( and a luxury personalized training center in Santa Monica, California. In addition to leading Athletes’ Performance and Core Performance operations and growth, Bill oversees development and activation with AP and CP partners, including adidas, Gatorade, GoFit, EAS, and Sheraton.

Prior to joining Athletes’ Performance, Bill was Chairman and CEO of Marquis Jet Partners. Marquis Jet, through an exclusive partnership with Netjets (a Berkshire Hathaway company), provides private jet travel for individuals and corporations. He led the company through its growth from 0-$500 million in sales in five years.

Before leading Marquis, he served as president and COO of SFX Sports Group where he directed all business development, acquisition strategy and overall corporate operations for the Sports Group’s four core competencies: Event Management; Marketing; Talent Representation; and Television & Entertainment. Under his direction, the Sports Group developed and produced internationally televised sporting events, managed and marketed hundreds of professional athletes, supported the sports marketing activities of numerous Fortune 500 corporations, and produced a wide range of sports-themed television series and feature films.

Prior to SFX, he served as president and chief operating officer of ProServ, Inc., an integrated sports marketing firm. He has appeared on The Sporting News “The Top 100 Most Powerful People in Sports” for three years, in 1999 was also named one of Sports Business Journal’s “Forty Under 40,” and was listed by the international paper The Guardian as one of the 50 most powerful people in the world of sports.

Bill received his MBA in 1989 from the Harvard Business School and received a BS from Babson College in 1983.