DALTON, GA — AstroTurf®, the industry leader in synthetic turf systems, has named Shawn Deeds as General Manager for the Upper Northwest Region, overseeing growth and customer support across Washington, Oregon, Idaho, and Montana. Deeds brings more than three decades of experience in high-level athletics operations and facility leadership, positioning him to help clients deliver durable, high-performance surfaces across every level of sport.
Deeds joins AstroTurf after an extensive career with Washington State University Athletics, where he most recently served as Senior Associate Director of Athletics, Facility Operations. At Washington State, he led day-to-day oversight of athletic events, facility operations, and postseason logistics, while supporting long-range facility planning and capital project coordination.
A former Washington State quarterback, Deeds first arrived at WSU in 1991 and earned varsity letters on Mike Price’s teams before beginning a long leadership path inside Cougar Athletics. He later served as Director of Football Operations (1998–2011), managing key program responsibilities including travel, scheduling, budgets, and recruiting weekends. His leadership and athletic background have also been recognized beyond campus, including his induction into the Kitsap Sports Hall of Fame.
During his time at Washington State, Deeds also played a key role in managing high-level program coordination, facility coordination, and day-to-day operational demands within a Power Five athletic department. His experience working alongside elite coaching staffs and administrative leadership provided him with a deep understanding of what high-performance programs require from their facilities.
Known for his operational discipline and attention to detail, Deeds earned a reputation for helping programs function efficiently under pressure. His work at Washington State extended beyond game day, contributing to long-term planning, facility utilization, and athlete-first decision making. Many professionals who passed through the department during that time have since gone on to leadership roles across collegiate athletics, reflecting the strong professional environment and standards Deeds helped uphold.
“As I step into this role, my priority is to serve our partners with the same level of preparation and accountability I experienced in collegiate athletics,” said Deeds. “The Upper Northwest has a strong sports culture, and a wide range of facility needs. I am excited to help clients build surfaces that support performance, durability, and long-term value.”
AstroTurf COO Philip Snider highlighted Deeds’ background as a key asset for the region. “Shawn understands what high-level programs expect because he’s lived it,” said Snider. “His experience inside a Power Five athletic department, particularly in football, gives him a unique perspective that resonates with our clients. He brings credibility, structure, and a team-first mindset that aligns perfectly with AstroTurf’s values.”
In his role as General Manager, Deeds will lead regional sales strategy, support vendor relationships, and guide clients through complex facility decisions across collegiate, municipal, and multi-field complex projects. His leadership further strengthens AstroTurf’s commitment to pairing technical expertise with real-world athletic experience.
With Deeds leading the Upper Northwest Region, AstroTurf is well positioned to continue expanding its footprint while delivering surfaces trusted by programs at every level of competition.
About AstroTurf® Corporation
AstroTurf® Corporation is the original inventor and innovator of synthetic sports surfacing, leading the industry for 60 years. Known for pioneering surfacing solutions, AstroTurf® Corporation delivers cutting-edge products focused on performance, safety, and sustainability.
The company’s portfolio includes AstroTurf® fields, the trusted name in synthetic turf; Rekortan® tracks, the benchmark for elite running surfaces; Laykold® courts, the premier choice for tennis and multi-sport court play; and SYNLawn®, the industry leader in residential and commercial landscaping solutions. These products are the original brands in their respective categories and set the standard for quality and innovation in sports and recreational surfacing.
AstroTurf® is dedicated to creating world-class sports and recreational environments that inspire athletes and elevate communities. For more information, visit astroturf.com.
About Sport Group
Sport Group is a leading designer, manufacturer and installer of artificial surfaces serving the global sports flooring, leisure and landscaping and industrial markets to over 70 countries globally. Headquartered in Burgheim, Germany, the company’s brand portfolio includes AstroTurf® (the iconic brand that invented the industry), Polytan®, SYNLawn®, LigaTurf®, Poligras®, Rekortan®, and Laykold®.
Sport Group is an industry leader in green technologies, pioneering sustainable products and services such as the world’s first carbon neutral soccer turf, the world’s first carbon zero field hockey turf and development of the industry’s first, and only, turf recycling facility capable of recycling EPDM rubber.
The company has approximately 2,400 employees and operates nine vertically integrated manufacturing facilities and 31 distribution centers across the Americas, EMEA and Asia-Pacific regions. For additional information about Sport Group, please visit sportgroup-holding.com.
