Press release

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

Chris Willard (Photo: Business Wire) 0
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Chris Willard (Photo: Business Wire)

Sovereign Sportsman Solutions (“Sovereign”) is pleased to announce that Chris Willard has joined the company as director of state agency engagement. In this newly created role, Willard will lead Sovereign’s efforts, in partnership with state agencies, to initiate strategies to grow fishing, hunting, camping and outdoor recreation participation.

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Chris Willard (Photo: Business Wire)

Chris Willard (Photo: Business Wire)

“In our view, Chris is hands down the most recognized leader in the R3 (recruit, retain, reactive) movement, and we are extremely fortunate to work with him,” Sovereign’s founder and CEO Eric Richey said. “His knowledge, experience and close working relationships across all of the conservation community will enable us to assist our US Fish and Wildlife agency clients and our Canadian provincial partners to engage their customers, 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 its R3 coordinator. He is a former board member of the International Hunter Education Association (IHEA), and he helped develop both the National Hunting & Shooting Sports Action Plan and the Recommendations and Strategic Tools for Angler Recruitment, Retention and Reactivation (R3) Efforts.

“Sovereign’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 about this new challenge.”

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 ( We are 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, registration, reservation and mobile solutions leveraging 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 partners. Our government clients 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. Together with our partners, Sovereign powers the business of conservation in North America.