When this series began three months ago, SWM was informed that there would be eight new Pro Fastpitch softball teams. We chose to highlight the three western teams, and as the league began, only six teams took to the field. SWM decided to interview the Colorado Altitude´s CEO as they prepare to enter the NPF league next season.

What originally began as an eight-team league, the National Pro Fastpitch began its season on June 1 with only six teams. Two teams have postponed their entry into the league for one more season. The San Antonio Armadillos and the Colorado Altitudes are not out for the count, but they want to make sure their teams add to the success of the new league and don’t distract from the new partnership with Major League Baseball. In an email interview with President/CEO Danny E. Stroud, SWM got to the bottom of the Colorado Altitudes decision to wait yet another year.

SWM: What is your feeling about the decision to wait another year?

Stroud: My first point is that I wish the league success and I have mixed emotions about our decision to not launch this year (it was our decision and I take responsibility for that decision, right or wrong.) I have strong emotions about it. I met some great owners and developed some friendships that I value. We’d like to consider launching the Altitude in 2005. We’ve continued to maintain the name and presence and even licensed the name to Kroenke Sports for their new sports cable TV network (The Altitude Sports and Entertainment Network). We are keeping our options open at this point.

SWM: How did this postponement come about?

Stroud: Here’s why we did what we did. Our self-defined charter for buying the franchise was to use the team as a platform for our primary philanthropic objectives. We never took any other position. But, for various reasons, as things progressed, it looked like the team/league was going to suck up a lot of money and time with uncertain results. In the end, I simply liked the risk/reward profile of focusing our efforts directly on the primary objective. (Sure, being a pro team owner has a certain amount of cache and I could certainly become accustomed to that! But at my stage in life, I do not need that form of gratification. I am already a successful businessman with a great family)

SWM: What was the main concern coming into this season?

Stroud: Women’s professional softball has been on-again, off again since 1948. The main impediment has never been fan interest or athlete competence since the sport has a good following and, as you know, some of the finest athletes on the planet are female softball players. The issue has almost always been finding a spot on the docket of sponsors, advertisers and broadcasters. In this day and age, the sport just has not been able to do that. I am not sure exactly why it is that way. It is my hope that those circumstances will change soon.

SWM: What are the Altitudes plans from here?

Stroud: In the meantime The Colorado Altitude will focus directly on our core/primary objectives. We’ll be re-doubling our efforts on projects such as building more/better facilities for youth girl’s softball (there simply are not enough good softball fields for the kids on the Colorado Front Range). Softball fields are not only good for the game but are a tremendous source of revenue for communities and institutions (colleges). Just ask the city of Aurora about the Sports Complex (a 212-acre sports facility with 23 softball fields). We think this is a huge opportunity.

We’ll also be taking a long look at how we can channel some fundraising to specifically support under financed youth players. Title IX has been good for girls in general, but what it has done is keep softball out of the middle schools. The girls are forced to play club ball if they want to play at all. Not that club ball is a bad thing, but some of the players simply cannot afford it.

SWM: What other challenges do you see facing the NPF?

Stroud: There is a shortage of umpires and tournament management personnel. Some organizations such as USSSA, ASA and Triple Crown are working on this, of course. But our (my family) association with the Colorado Wildfire softball club in Highlands Ranch, Colorado, over the last few years has highlighted the lack of results in these areas. We think that a more targeted effort will produce better results. For example, umpires make very little money per game. That limits the pool to those that are doing it for the enjoyment. That pool is not big enough to support the demand and tournaments must be scheduled around umpire availability. Although there are a lot of great umpires in the state, the supply/demand situation does little to improve the quality and quantity over the long haul.

SWM: Everyone at SWM wishes you the best of luck. Anything else you would like to add?

Stroud: All that said, we have embellished and extended our Colorado Altitude tag line to be "Reach New Heights" because our goal is to help youth girls and young women reach new heights in their quest to become successful, healthy and productive adult women.

We’ll stay on that target and will use whatever methods we think will produce the best results.