Tamarah Strauss (BSSPM ’12, MSSPM ’13)

At age 35, Tamarah Strauss (BSSPM ’12, MSSPM ’13) has already built an impressive career at the intersection of communications, sports and wellness, working with some of the most recognizable brands, organizations and athletes, including Formula 1, Delta Air Lines, retired NBA star Dwyane Wade, American tennis standout Ben Shelton and Olympic champion Katie Ledecky.

Today, as vice president of communications at Thorne, a science-backed health and wellness brand, she leads corporate, consumer and internal communications, overseeing media relations, thought leadership,  brand storytelling, issues management and executive positioning. Her path began at the University of Florida’s Department of Sport Management, where her passion for athletics and wellness first took shape into a profession.

“I really wanted to study sport management, because I knew I wanted to work somewhere in the sports world,” Strauss said. “I didn’t know exactly what that was going to look like, but I knew that UF had a strong program for it.”

Growing up as a competitive swimmer who spent 20 to 25 hours a week in the pool, Strauss developed a deep appreciation for athletics and wellness. At UF, she continued pursuing her passion by swimming for the university’s club team. 

Outside the pool, Strauss immersed herself in classes and hands-on experiences that expanded her understanding of the sports landscape. One class that left a lasting impression was taught by Trevor Bopp, Ph.D., an alumnus and former assistant professor at the UF College of Health & Human Performance.

“He was always very raw and real with us about the industry and what to expect,” she said. “The sports industry is so niche and special, and there are so many people who want to be in it. Once you’re in it, it’s an amazing thing, but you have to want it, and you have to be willing to work really hard.” 

Another defining experience was her four years as a marketing and promotion intern with the UF Athletic Association, a role she describes as transformative. 

“My boss was always open to me bringing ideas to the table and willing to listen,” Strauss said. “As a woman in the industry, it was also meaningful to have a female mentor to look up to.”

Through the college’s combined degree program, she earned both her bachelor’s and master’s degrees in four years.

“In the master’s program, I was exposed to a lot more in a smaller amount of time,” she said. “It set me up to be able to figure out what path I wanted to try after graduation.” 

Her path came into focus during a sports public relations internship with Korff Enterprises, the then organizer of the New York City Triathlon and the Ironman U.S. Championship. In this role, she also worked closely with the company’s PR agency of record, Rubenstein Communications.

“That was my first exposure to communications and PR, and I fell in love with it,” Strauss said. “The internships I had really reinforced that this is the career path for me.”

Shortly after graduation, Rubenstein offered her a position in New York City, launching her career in communications.

Over the years, Strauss rose through the PR agency world representing major sports, entertainment and consumer brands and organizations, like USTA, Chase Center, UBS, NYC Marathon and Manchester City. Her work has spanned Super Bowls, the U.S. Open and some of the biggest moments in professional and Olympic sports.

“There’s that old saying that if you love what you do, you’ll never work a day in your life,” Strauss said. “I think it’s really hard to find something that you’re super passionate about, but when you do, eat that up, learn everything you can. That’s really gone with me every step of my career.”

One of her most memorable experiences was representing Katie Ledecky, nine-time Olympic Gold medalist and volunteer swim coach for the Florida Gators, in the lead-up to and during Ledecky’s 2021 Tokyo Olympics cycle.

“As a former competitive swimmer, it was an incredible full-circle moment,” she said. “Organizing a three-day media tour in New York City, celebrating Katie was a career highlight. She appeared on NBC’s Today Show, CNN, CNBC, The Tonight Show Starring Jimmy Fallon, and so many others, and on the final afternoon of the media tour, Katie rang the Closing Bell at the New York Stock Exchange. It was amazing to be behind the scenes, orchestrating every detail – it truly didn’t feel like work.”

After nearly a decade in agency communications, she made the leap in-house in 2022, becoming Thorne’s first dedicated communications hire. She was drawn to the opportunity to build a communications function from the ground up and the company’s purpose. Since then, Strauss has helped shape Thorne’s evolution from a 40-plus-year-old, science-driven company into a globally recognized consumer wellness brand, building its communications function and expanding how the company shows up with consumers, media, employees and the broader industry.

Looking back on her educational and professional journey, Strauss encourages students to remain open-minded about internships and career opportunities within the competitive industry.

“A lot of people dream about working for a team in the NBA, NFL, MLS or NHL, but there’s so much more to the sports industry,” she said. “Working for a team can be an incredible experience, but don’t limit yourself to one idea of what a career in sports has to look like. Be open to opportunities you may not have considered. Some of the best experiences in my career came from paths I never would have predicted when I was a student at UF.”