Member Feature: Chelsey LaRock

Chelsey LaRock is a Business Development Director at BI WORLDWIDE, based in Dallas, where her work centers on enterprise organizations and the ways people connect to performance, recognition, loyalty and incentive strategies. Across roles and industries, a consistent theme has emerged in her career: creating experiences that help people feel motivated, engaged and connected.

In her current role, LaRock works with organizations navigating priorities that can be both practical and deeply human. Sales performance, employee engagement, recognition, customer loyalty and incentives all involve more than a single program or message. They depend on understanding audiences, identifying what matters to them and building relationships that support lasting participation. Her business development work brings those considerations together for enterprise organizations.

That relationship-focused approach is informed by a professional path that has moved through several distinct environments. Before joining BI WORLDWIDE, LaRock spent nearly 15 years in sports radio and media. During that time, she worked with local and national brands across broadcast, digital, sports and events. The range of channels and settings offered a close view of how brands meet audiences where they are, whether through live programming, digital touchpoints or event experiences.

Sports media is also an environment built around energy, communities and shared moments. While the approved details of LaRock’s work do not describe individual campaigns or projects, the breadth of her experience points to a career spent working at the intersection of brands, content, audiences and events. Those settings require attention to relationships and to the experience people have with an organization, a message or a community.

LaRock’s background also includes entrepreneurship and operational leadership. As a former barre3 studio owner, she owned and operated her studio for more than five years. The role involved leading a team, building a community and learning firsthand about leadership, culture and the responsibilities of running a business.

Studio ownership brought a different kind of proximity to the people at the center of an organization. Building a community means creating an environment people want to return to and contribute to. Leading a team means considering culture not as an abstract idea, but as something reflected in daily interactions, expectations and support. Operating a business adds another dimension, calling for decisions that balance the needs of people, the work at hand and the organization’s ongoing direction.

These experiences across media, events, business ownership and business development share a common thread. LaRock describes much of her career as coming back to building relationships, connecting people and finding ways to create experiences that motivate and engage others. It is a straightforward focus, but one that can apply across many types of organizations and audiences.

For enterprise organizations, engagement can involve employees, sales teams and customers, each with different reasons for participating and different expectations of the experience. Recognition may help people feel seen for their contributions. Incentives can provide a clear reason to pursue a goal. Loyalty initiatives can create opportunities for a brand to continue a customer relationship. In each case, the effectiveness of an experience is tied to whether it feels relevant to the people it is intended to serve.

LaRock’s career reflects the value of seeing those audiences as communities rather than simply categories. Her time in sports media included work across broadcast, digital, sports and events, fields where shared interest can bring people together. Her experience as a studio owner involved building an in-person community and leading a team. Today, her business development role focuses on helping enterprise organizations consider strategies connected to motivation, recognition, loyalty and performance.

There is no single formula for creating engagement. Organizations have different cultures, goals and audiences, and the approaches they choose need to fit those realities. LaRock’s professional story instead highlights a durable starting point: relationships matter. Connecting people thoughtfully and designing experiences with motivation in mind can support stronger participation across teams, customers and communities.

As LaRock continues her work at BI WORLDWIDE, her varied background remains connected by that same emphasis. From sports media to studio ownership to enterprise business development, her path shows how skills developed in one setting can carry forward into another. At the center is an interest in helping people connect, feel engaged and take part in experiences that matter.