It’s All About People: Interview with Chad Gruen, CEO of 3STEP Sports

I recently went one-on-one with Chad Gruen, CEO of 3STEP Sports.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?

Chad: My journey began in the trunk of my car, quite literally. As a teenager, my dad told me that if I wanted to drive, I had to find a job, but I never wanted to work for someone else. I wanted to own my destiny. So, at 16, I took a risk and bought $300 worth of soccer balls, put them in my Volkswagen GTI, and started coaching soccer. I worked seven days a week, balancing high school classes, playing varsity soccer, and coaching multiple teams on the weekends. That grind taught me resilience, discipline, and the value of hard work.

The challenges I faced early on were pivotal to my growth. For instance, when I started, I believed everyone should work as hard as I did, which made it difficult to retain good people. I learned that leadership isn’t about expecting others to match your pace but about understanding people’s motivations and aligning them with the mission.

Another key moment was realizing I needed to scale quickly. I scaled my first youth sports business (SMP Sports Group) over two decades with the same leadership team into the Midwest’s largest multi-sport youth platform and eventually sold it to 3STEP Sports in 2022. Through it all, the lessons of empathy, time management, and adaptability have been instrumental.

Adam: In your experience, what are the key steps to growing and scaling your business?

Chad: The key to growth and scaling your business is simple: it’s all about people. When you prioritize people’s needs and give them the tools to succeed, growth is inevitable.

I don’t want my legacy to be defined by financial success or branding, but by the lives I’ve impacted. Scaling a business requires motivating people, creating alignment, fostering autonomy, and building trust.

It’s also critical to stay mission-driven. At 3STEP, our mission is to empower people through sport, creating opportunities for athletes and employees alike. By focusing on mentorship, offering meaningful career paths, and supporting our team, we’ve built a culture that fuels growth. 

Adam: What are your best tips on the topics of marketing and branding?

Chad: In the world of youth sports, the most important brand isn’t ours. It’s the logo on the athlete’s shirt. For marketing and branding to resonate, you need to remove ego from the equation and focus on what truly matters to your audience. At 3STEP, that means prioritizing the athletes, parents, and coaches we serve and creating an authentic connection.  

Successful branding requires viewing your story through the lens of the consumer. It’s not about what we want to say; it’s about what they want to hear. Athletes identify with the logo on their shirt — they train in it, compete with it, and wear it with pride. We are here to empower, not overshadow, this connection felt by the athletes and their families. By aligning our messaging with their values and needs, we create meaningful connections that drive brand loyalty and trust.

Adam: What do you believe are the defining qualities of an effective leader?

Chad: I believe the best leaders are authentic, always real. To do this well and efficiently, a great leader/manager needs to operate at two levels: getting to the issues at 3 inches while also stepping back to design strategy at 30,000 feet. Creating a strategy that people believe in makes disruption more tangible and change for the better more achievable. I call this managing at 3 inches and 30,000 feet.

Within that, two qualities define effective leadership for me: communication and time management.

Great leaders communicate clearly and consistently. Without communication, trust and accountability break down. That’s why I prioritize tight feedback loops, so my team knows they can count on me.

Time management is equally important. As CEO, I view my time as the least important in the business. My role is to enable others to perform at their best. Effective leaders prioritize their team’s success, valuing their time and contributions above their own.

Adam: How can leaders and aspiring leaders take their leadership skills to the next level?

Chad: The key to elevating your leadership is understanding that leadership isn’t about you. It’s about the people you serve. I tell my kids, “You can’t lead if no one wants to follow.” Leadership starts with assembling the right team, aligning them with your mission and values, and fostering a culture of collaboration and trust.

It’s also important to lead with principles rather than transactions. When people buy into your principles, day-to-day decision-making becomes seamless. True leadership is about creating a shared vision and inspiring others to work toward that common goal.

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?

Chad:

1. Answer the “why.” Be clear about your purpose and communicate it effectively. If your team doesn’t understand the “why,” motivation and alignment will falter.
2. Work with people you like. Surround yourself with people who share your values and inspire you. Success is a team effort.
3. Listen. Whether it’s your employees, customers, or community, listening is the foundation of effective leadership and decision-making.

Adam: What is your best advice on building, leading, and managing teams?

Chad: Be direct. People crave honesty and vulnerability. While it may be tempting to say what others want to hear, real relationships are built on truth. Teams thrive when they trust their leaders and feel aligned with their values. 

The reality is that most people don’t want to lead. They want to follow leaders who inspire them and challenge the status quo.

Adam: What is the single best piece of advice you have ever received?

Chad: The best advice I’ve received is to “remember your audience.” Whether it’s a business meeting, a coaching session, or a personal interaction, empathy is critical. Understanding your audience allows you to tailor your approach, build stronger relationships, and achieve better outcomes.

I’d also add another piece of advice that has shaped my work ethic: “You can outwork anyone.” This mindset was instilled in me by my grandparents, who moved to America from Germany with nothing and built a life here. Even though I was never the best athlete on my team or the smartest person in my class, I would outwork everyone because that’s the one thing I could control. 

Adam: Is there anything else you would like to share?

Chad: One thing I’d like to emphasize is the importance of staying focused on your purpose and goals. A lot of organizations get swept up in the here and now and lose sight of their north star.

At 3STEP, our goal isn’t to win championships; it’s to empower people through sport. When you stay true to your mission, success becomes a byproduct, not the sole focus.