About

The Athlete Viewpoint Story

Why We Created Athlete Viewpoint

Every student-athlete and coach wants to win. Every parent wants what’s best for their son or daughter and to know they are safe. And every Athletic Director knows that their most important job is making sure they have the right people leading each area of their program.  

We’ve lived and understand each of these roles.

We know the disappointment that comes from a season that comes up short, having to make a coaching change, or managing a student welfare issue. And we know the joys of raising a championship banner, watching your student-athletes walk across the stage at commencement, and knowing your department and staff are performing at an optimum level.  

Athlete Viewpoint partners with schools who value their people as their greatest assets. We’ll gather detailed information so you can make sure that your people – the student-athletes you serve and the staff and coaches who support them – are at the core of all you do.

Our Mission

As athletics become more of a business, AV believes it’s critical to remember that students are at the core. Naturally, AV takes pride in collaborating with and supporting partners who prioritize the student-athlete experience.

Our mission is to provide every student-athlete an opportunity for both a distinctive education and a championship experience.™

Who is Athlete Viewpoint

Athlete Viewpoint launched in August 2016 by co-founders Michael Cross and Jennifer Cross. Mike is a former Division I AD and industry veteran who personally understands the challenges of the profession. Jennifer contributes her valuable insights from decades of experience as a leadership consultant and executive coach. 

With support from an industry-leading Board of Advisors comprised of Athletics Directors, Institutional Research experts, faculty and a licensed Counseling Psychologist, Athlete Viewpoint is the best tool nation-wide to gain insight and valuable data about the student-athlete experience.

Read more here about the members of our team.

headshot of Michael Cross

Michael Cross

Co-Founder

Michael Cross, PhD has been a change agent in intercollegiate athletics for over two decades with professional stops at Michigan, Princeton, Bradley and Penn State Universities. As a former student-athlete, coach, administrator and athletic director, Mike is a tireless advocate for the student-athlete experience. He is a regular conference speaker and frequently confers with professionals across the country regarding research, ethical challenges and professional development. A master griller, he still has a lethal jump shot and continues to play pick-up basketball. Mike also loves planning family vacations and golfing with his sons.

As our Chief Executive Officer, we employ Mike to think big thoughts – many of which he generously shares through his professional blog: The Ultimate Sports InsiderConnect with Michael –

headshot of Jennifer Cross

Jennifer Cross

Co-Founder

Jennifer Cross, owner of Princeton Leadership Services, is a sought-after consultant, conference presenter and board certified executive coach who designs training and regularly publishes articles on leadership development, organization and team culture. She loves partnering with organizations who view their people as their greatest assets and loathes the archaic SWOT analysis. Strategic collaborations include a diverse array of clients from higher education, college athletics and business. Jennifer loves a good family movie night, reading a great book on the beach, and walking her very slow dog Jocey.

Jennifer is our Chief Operating Officer and will be happy to show you a demo of our platform or answer the phone when you call!  Connect with Jennifer –

headshot of Ryan Spencer

Ryan Spencer

Technical Director

Ryan Spencer is an experienced research analyst with a demonstrated history in the data analytics and visualization industry. He supports our campus partners as our Technical Director. Ryan blends his extensive education and training in statistical data analysis (R, SAS, Python) and data visualization (Tableau) with outstanding creativity. Ryan is our global traveler with recent visits to South Africa, the South of France and England.

His client support is exceptional. Have an idea about what you want to learn from your information? He can figure out a way to make it happen.

headshot of Ingrid Carlsen Dian

Ingrid Carlsen Diaz

Partner Fulfillment Specialist

Ingrid Carlsen Diaz brings the attention to detail expected of a computer scientist, combined with sunshine-in-a-bottle personality. She ensures that our campus partners’ surveys are distributed accurately and on schedule. Prior to coming to Athlete Viewpoint, Ingrid was an Autodesk CAD Technical Specialist who authored courseware, trained design professionals in the architectural and engineering fields, and provided technical software evaluations and testing. Her interests include being a roadie to an aerialist (her daughter), swimming endless laps in the pool or ocean, and mapping her family’s genealogy (she’s as far back as the 1100’s!).

Ingrid enjoys connecting with our campus partners. Shoot her an email and you will certainly get a friendly response.

Board of Advisors

Athlete Viewpoint users benefit from the experience, collective wisdom and active engagement of our board of advisors.  Our board members demonstrate a long-time commitment to student-athlete welfare, and possess domain knowledge in survey design and data analysis, building a culture of student engagement, Title IX practices, and mental health support.

Pete Bothner

Director of Athletics
Nazareth College

Dr. Brett Burchette

Assistant Vice President, Institutional Advancement and Adjunct Faculty, Sport Management
Drexel University

Richard J Cole Jr.

Director of Athletics
Hofstra University

Dr. Charvi Greer

Associate Athletics Director, Academic Services/Senior Woman Administrator
Tulane University

Phil Hughes

Assistant Provost and Assistant Athletic Director, Academic Success Program
University of Michigan

Dr. Christine Jehu

Licensed Psychologist and Staff Counselor
East Carolina University

Erin McDermott

Director of Athletics and Recreation
University of Chicago

Dr. Karen Zaruba

Assistant Vice Provost for Academic and Budgetary Affairs, former Assistant Director for Enrollment Management & Student Surveys
University of Michigan