Hokie ClubBLACKSBURG — Virginia Tech Vice President and Director of Athletics Brian White announced Wednesday the hiring of Ryan Gottlieb as Deputy Athletics Director and Chief Strategy Officer.
In this newly created role, Gottlieb will serve as the department's chief strategist for commercial growth and innovation, helping shape Virginia Tech Athletics' long-term vision in an increasingly dynamic collegiate athletics landscape. As a member of White's executive leadership team, he will focus on developing enterprise-wide strategies that enhance revenue opportunities, modernize business operations and position the department for sustained success.
An accomplished industry leader with nearly two decades of experience in college athletics, Gottlieb arrives in Blacksburg after serving as Deputy Athletics Director and Chief Commercial Officer at Florida Atlantic University.
Prior to his time at FAU, he spent four years at the University of Colorado as Senior Associate Athletics Director and Revenue Generating Officer, leading a department-wide transformation that increased operating revenues by 50% over a four-year span. His career also includes leadership positions at Rutgers, Georgia Tech, Alabama-Birmingham and Louisiana Tech.
"Ryan is one of the most respected and innovative revenue generators in college athletics, and we are thrilled to welcome him and his family to Blacksburg," White said. "His experience building sustainable revenue models, enhancing the fan experience and creating strategic partnerships will be invaluable as we continue positioning Virginia Tech Athletics for long-term success. Ryan understands the rapidly evolving landscape of college athletics and brings a unique blend of creativity, strategic vision and operational excellence that aligns perfectly with our ambitions for Hokie Nation."
At Colorado, Gottlieb oversaw a period of unprecedented commercial growth, helping increase annual athletics revenues from $90 million to $135 million during his four years in Boulder. He developed and executed strategic initiatives that drove more than $5 million in additional football season ticket revenue for the 2025 season while enhancing the department's overall business operations and fan experience.
He also transformed Folsom Field into a premier entertainment venue, bringing 11 major concerts to campus and attracting more than 400,000 attendees through performances by Dead & Company, Tyler Childers, Odesza, Phish and John Summit. Additionally, Gottlieb negotiated a landmark long-term food and beverage agreement that included an eight-figure upfront investment and ranks among the most significant concession partnerships in collegiate athletics.
At Rutgers, Gottlieb helped produce four consecutive years of men's basketball season ticket growth and led the nation in football attendance growth in 2021 while helping secure a naming rights partnership for the Rutgers Athletics Center.
"I'm incredibly grateful to Brian White for the opportunity to join Virginia Tech Athletics and become part of Hokie Nation," Gottlieb said. "Virginia Tech is committed to investing in athletics and growing resources to create a championship caliber experience for student-athletes and fans alike. I can’t wait to get to Blacksburg and begin working with our coaches, staff, and supporters to develop new resources that will take Virginia Tech Athletics to greater heights.”
Gottlieb began his career with The Aspire Group, then widely regarded as the industry leader in collegiate ticket sales and revenue generation. He quickly rose through the organization, ultimately leading a 20-person ticket sales and service team at Georgia Tech, where he helped build one of the most sophisticated ticket sales operations in college athletics.
Utilizing data-driven decision-making, precision sales planning and innovative customer relationship management strategies, Gottlieb and his team implemented a comprehensive sales ecosystem that exceeded industry standards and transformed the Yellow Jackets' approach to fan engagement. Those efforts resulted in record-setting ticket revenue years in both 2015 and 2017 and helped establish Gottlieb as one of the emerging leaders in the business side of college athletics.
A native of Atlanta, Georgia, Gottlieb graduated from the University of South Carolina in 2009. He and his wife, Kathryn, have two children, Stewart and Cecelia.