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Before the why, there's a who. No athlete should wait until the game ends to figure out who they are. The Rostrum Group helps athletes build self, reveal it, and build again, through every phase of an athletic career. Identity is the foundation. Communication is how it's proven. From the first interview to the last huddle, we help athletes find who they are meant to be and the voice to prove it - on purpose.
Sarah Merrifield built her career in rooms where communication isn't optional: live on air, rinkside, no second take. A four-time Emmy winner and current NHL rinkside reporter for the Utah Mammoth, she founded The Rostrum Group to help athletes do the one thing the game never teaches — know who they are, and say it on purpose.
We develop communicators who command every one of them — athletes, executives, and everyday professionals who speak with intention and leave a lasting impression.
Everyone has a story to tell. You don't have to be an athlete building a professional brand to want to communicate better in everyday life. Explore our resources for navigating conversations of every kind — from the everyday to the difficult.
Learn more →Sarah brings the thesis behind The Rostrum Group directly to the stage — built on more than thirteen years inside professional sports media and the psychology of how identity actually forms.
Two signature keynotes and a media-training intensive, sharing one throughline. Before the Why, There's a Who turns the mirror on the room — the title is real, but it isn't the whole of you. Communication on Purpose shows how that identity becomes voice, on the record and under pressure. And the media-training intensive gives athletes the traditional, in-the-room reps the game never teaches.
Book Sarah for your school, conference, leadership summit, players' association, or team gathering.
Learn MoreBeyond coaching, The Rostrum Group is building a home for long-form storytelling about identity in sport: The Living Library, authentic conversations, and original storytelling that follow athletes through the arc no one talks about — who they become when the game ends, and why leaving the game is more difficult than getting in it.
Tell us where you are and where you want to go. We'll respond within 48 hours to schedule an initial conversation.
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— The Rostrum Group
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