Jesse Heninger: The Strategic Mind Helping Shape the National Scouting Combine Brand

Behind every successful national sports platform is a team working far beyond what fans and athletes see on the field. For the National Scouting Combine Foundation, that work includes not only elite evaluations and competitive opportunities, but also the vision, messaging, and strategy that define the organization’s national footprint.

As Chief Marketing Officer, Jesse Heninger brings a rare blend of experience across professional sports, athlete representation, live events, and political campaigning — a background uniquely suited to building a modern, multidimensional sports brand.

A Multidisciplinary Approach to Storytelling

Heninger’s career path has never followed a single lane, and that diversity has become one of his greatest strengths. From marketing and operating professional football teams, to running an NFL and CFL certified sports agency, to managing a statewide political campaign, each chapter has shaped how he approaches brand building for the Combine.

“The National Scouting Combine isn’t just one thing,” Heninger explained. “We host a national event, we operate a growing foundation, and we serve athletes, coaches, scouts, partners, and families — all with different expectations. The story we tell has to reflect that.”

Drawing from political messaging, live-event storytelling, and agency-level value communication, Heninger focuses on clarity, credibility, and relevance. He often notes a familiar parallel between past and present roles.

“During my arena football days, I spent a lot of time educating the public on what arena football actually was,” he said. “Today, I spend a similar amount of time educating people on what a combine really is and why it matters. That part hasn’t changed — just the scale.”

Seeing the Combine Through an Agency Lens

Before joining the National Scouting Combine leadership team, Heninger was introduced to the event as a resource for athletes he represented while operating an NFL and CFL certified sports agency. Spending time around the Combine environment, the value became clear quickly.

“My clients needed updated measurables, fresh exposure, and a real-time evaluation environment,” he said. “Film only goes so far — scouts still value the eye test, and you only get that in person.”

Viewing the Combine through the lens of an agency operator gave Heninger a deeper understanding of how athletes, parents, agents, and decision-makers evaluate opportunity. That perspective now directly shapes how the Combine presents itself — emphasizing transparency, development, and legitimate pathways rather than unrealistic promises.

Lessons from Professional Football Front Offices

Heninger’s time in arena football front offices required managing everything from rebrands and sponsorship acquisition to game-day execution and community engagement. Those experiences now translate directly into building a national-level event like the Combine.

“There are a lot of moving parts,” he said. “You’re bringing in scouts and coaches, engaging local communities, attracting fans to the All-Star Game, working with national and regional media, and establishing relationships in new markets like Naples. All of that has to work together.”

The ability to manage complexity, build systems, and execute under pressure has been essential as the National Scouting Combine continues to grow its footprint and reputation.

A Campaign Mindset for Partnerships and Growth

Managing a statewide political campaign further sharpened Heninger’s strategic skill set, particularly in coalition building and long-term planning.

“Campaigns teach you alignment,” he said. “Every partner, every media outlet, every stakeholder has a different motivation. Success comes from understanding those motivations and building relationships around shared goals.”

That approach now informs his work with sponsors, media partners, and community organizations, viewing the Combine not as a single annual event but as a long-term national platform.

Continued Growth Through Strategic Partnerships

Looking ahead, Heninger emphasized that continued growth for the National Scouting Combine is rooted in partnerships that directly enhance the athlete experience. One such example is the organization’s ongoing relationship with Dolphin Transportation Specialists, now a member of the Hoffmann Family of Companies, a long-established and respected presence in the Southwest Florida community.

Now entering their second year as the Official Transportation Provider of the National Scouting Combine, Dolphin Transportation Specialists plays a key role in helping athletes focus on performance rather than logistics. Through the partnership, Dolphin provides discounted coach transportation options for athletes traveling to and from the Combine, offering a dependable and organized solution during one of the most important weeks of their careers.

“Anything we can do to reduce stress for athletes matters,” Heninger said. “If we can help them spend more time worrying about their numbers on the field instead of coordinating rides or travel plans, that’s a win.”

The partnership reflects the Combine’s broader philosophy of aligning with trusted, community-rooted organizations that understand the mission and deliver real value to participants.

Building One of the Nation’s Premier Combines

Today, the National Scouting Combine stands as the second-largest combine in the country, behind only the NFL Combine. Its All-Star Game has become a nationally recognized post-collegiate event, and its coaching and scouting staff includes NFL Pro Bowlers alongside current and former personnel from the NFL, UFL, and CFL.

Operating out of one of the premier athletic facilities on Florida’s West Coast has elevated the athlete experience, but for Heninger, credibility remains the organization’s greatest achievement.

“Coaches, scouts, agents, and athletes trust what we do,” he said. “That matters more than anything.”

As the National Scouting Combine continues to evolve, Heninger sees responsible growth ahead — deepening partnerships, expanding national visibility, and strengthening the Foundation’s long-term impact.

“Our goal is to keep raising the standard,” he said. “To grow responsibly, stay true to our mission, and continue providing real opportunities for athletes who deserve to be seen.”