Meet Robert Goodman

Liberty University’s Robert Goodman Brings a Passion for Competition with a Heart for the Community

The growth of the Lynchburg region that we see today would not be the same without the impact of Liberty Athletics upon our community. A recent report conducted by Magnum Economics found that the university and its associated enterprises, students, and visitors contributed $534.2 million in direct regional spending in the 2021-2022 fiscal year, equivalent to $966.9 million in overall economic activity across the Lynchburg region. During this same period, events specifically associated with the university generated 133,339 overnight hotel room stays, totaling $14.9 million in associated hotel room revenue within the surrounding area. These activities were also associated with $14.4 million in tax revenue within the City of Lynchburg alone, and an incredible $1.1 billion in economic activity across the entire Commonwealth of Virginia.

Behind that impact are many individuals across the university who work to strengthen Liberty’s ties to the region—including Robert Goodman, Liberty’s Senior Associate Athletics Director for Revenue Generation and Branding Development. Since relocating from the Richmond suburbs in 2017, Goodman has played a key role in helping elevate Liberty Athletics—not just through brand growth, but by working to embed LU’s athletic presence more deeply within the surrounding community.

Meet Robert Goodman

With these transformative data points in mind, the Agenda recently sat down with Robert Goodman, Liberty’s Senior Associate Athletics Director for Revenue Generation and Branding Development. From the moment Goodman arrived in Lynchburg after relocating from the Richmond suburbs in 2017, he was charged with elevating the prominence of Liberty Athletics to the Lynchburg community by Athletics Director Ian McCaw. Stepping into a new and growing vision, he believed that it was important for the Liberty Flames brand to be as visible among the regional community as possible. As a part of this effort, Goodman also became an ambassador representing Liberty University Athletics at the Lynchburg Regional Business Alliance.

Building relationships within the community has been a key priority for Liberty Athletics—not just for marketing or brand awareness, but to foster genuine, two-way partnerships with local organizations.

“We’ve donated tickets to so many organizations,” Goodman shared. “We love exposing LU Athletics to those in the community who might not normally can attend events. It gives them a new experience, shows them that LU Athletics is there for them, and invites them to be part of the LU community down the road.”

Goodman adds that Liberty Athletics has made a deliberate effort to involve the community across all 20 of the university’s NCAA Division I athletic programs.

The Golden Age of Liberty Athletics

Amid the remarkable success of multiple Liberty athletic programs—from softball reaching the Super Regionals, to football competing in a prestigious New Year’s Six bowl game, to both men’s and women’s basketball earning NCAA “March Madness” appearances—it’s no surprise that Robert Goodman refers to this period as a “Golden Age” for Liberty Athletics.

He credits the university’s significant investments in top-tier facilities and coaching staff, along with strong administrative support, for helping 13 of Liberty’s 20 NCAA Division I programs capture championships in recent years.

Liberty’s on-field achievements have also fueled its upward trajectory in conference affiliations—moving from the Big South to the Atlantic Sun in the 2018–2019 season, and then to Conference USA in 2023–2024. With continued success, Goodman notes, Liberty is well-positioned for future opportunities should another conference shift arise.

During Goodman’s tenure, the quality of Liberty’s athletic facility offerings has grown exponentially, including all – season indoor football practice facility, a new basketball arena, an indoor track and natatorium featuring an Olympic-sized swimming pool and diving complex, as well as a golf practice facility with a fully playable 18 – hole course. “LU is for all intents and purposes a Power 4 program,” Goodman says, “We have all the facilities that those schools have, despite being not as big, they are just as nice. With our success across all our sports programs, we have come to the top of many of top student athletes’ perspective school lists.”

Fishing & Faith

However, helping to amplify the success of LU Athletics across the Lynchburg Region is not all Robert Goodman is about. Outside of work, he enjoys participating in what his dad taught him decades ago, a love of fishing. Relocating from the Capital Region to central Virginia comes with many benefits, and one of them is that the Goodman family is closer to their lake house on Smith Mountain Lake, where they love to catch Stryper on the weekends. Yet even more than that, he loves inviting friends to join in the hobby with him. “I love taking people fishing who love fishing, have never caught a Stryper before, so they can catch their biggest fish ever. I would much rather have other people catch a fish than me.”

But the single greatest thing that has driven Robert Goodman through both his career and love for the local community is his personal faith. In his own words, “God has always played a huge role in my life, and now that I’m able to easily profess my faith on a daily basis has made taking the job at Liberty that much easier,” adding that faith was a huge factor in his decision to come and work in his current role with Liberty Athletics. As a servant leader, he is also a huge believer in the power of hard work and has seen in his own life that “Becoming involved as early as you can in whatever field you want to study in, meeting and networking with others” can make a huge impact. “The harder you work now, the better off you will be later in life,” Goodman reflects.

Goodman’s Story Shows us why Lynchburg is a Destination

What sets Lynchburg apart is not just its scenic setting or affordability—it is the community spirit that fuels connection and opportunity. From local businesses and civic organizations to its thriving faith-based and educational institutions, Lynchburg blends the pace of a mid-sized city with the heart of a small town. For the Goodman’s and institutions like Liberty, that balance creates a space where both individuals and organizations can grow, serve, and belong. That balance also helped Goodman’s wife Krystyn open her own business—offering affordable products and fostering meaningful community connections.

Mission and Momentum

Robert Goodman’s journey with Liberty Athletics reflects more than a successful career. It highlights how one university’s vision, one family’s leap of faith, and one community’s openness can converge to spark something special. As Liberty University continues to shape the region’s identity through Champions of Christ and economic development, stories like Goodman’s remind us that behind every data point and headline are people settling, building connections, and embracing what is possible in Lynchburg.