Sovereign Sportsman Solutions Names Chris Willard as Director of State Agency Engagement

Sovereign Sportsman Solutions is excited to announce that Chris Willard is joining the Company as Director of State Agency Engagement.

In this newly created role, Willard will lead Sovereign’s efforts to develop and activate strategies to grow fishing, hunting, camping, and Outdoor Recreation participation in partnership with Sovereign’s state and provincial clients.

“Chris Willard is a nationally-recognized leader in the R3 (recruit, retain, reactive) movement and we are extremely fortunate that he is joining our team,” said Bill Creighton, Sovereign’s Chief Marketing Officer. “His knowledge, experience, and close working relationships across all of the Conservation community will enable Sovereign to help our state and Canadian partners increase their Customer numbers, grow their revenues, and ensure their relevancy for years to come.”

Willard spent 15 years with the Oregon Department of Fish and Wildlife where he was most recently R3 Coordinator responsible for that agency’s R3 program planning and execution. He is a former board member of the International Hunter Education Association (IHEA), and he helped develop the National Hunting & Shooting Sports Action Plan, as well as the Recommendations and Strategic Tools for Angler Recruitment, Retention and Reactivation (R3) efforts.

“S3’s customer-focused, multi-channel approach to growing participation in outdoor recreation is going to transform the business of conservation,” said Willard. “I’m excited to join their team.”

Willard will continue to play a leading role in the R3 community and will represent Sovereign at industry and trade association conferences as well as on committees, in working groups, and as an industry expert speaker.


About Sovereign Sportsman Solutions ( Sovereign is a leading provider of business services and technology platforms for the outdoor recreation industry.

We partner with state government agencies, tribal councils, and Canadian provincial governments across North America to provide transaction-based licensing, permitting, vehicle registration, campground reservation, and mobile solutions. Sovereign works with our partners to leverage a network of more than 5,600 retail sales agents, including Cabela’s, Bass Pro Shops, Walmart, Academy Sports, and thousands of other value-added industry leaders.

Our government and industry partners trust us to provide exceptional online sales platforms and industry-dedicated support operations, along with marketing and client engagement capabilities designed to grow revenue and relevancy well into the future.

Sovereign Powers the Business of Conservation

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Nashville, TN 37204



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