FITCHBURG — The Game On Sports and Performance Center in Fitchburg is a popular draw for sports enthusiasts of all ages in state and beyond.
Fitchburg State University alumnus and Double Falcon, Adrian Olivera ‘16 ‘21 — the Director of Operations at Game On — is a key player for helping strengthen the brand and allowing its positive impact across the region to blossom.
“In my role at Game On, I oversee the day-to-day operations of the facility, which includes hiring and training staff, coordinating logistics for events, camps, and leagues, and managing the master calendar for all bookings,” said Olivera, 31, who has worked at Game On since 2022. “I also focus heavily on business development — identifying new revenue streams, building strategic partnerships, and driving community engagement.”
Olivera, a Fitchburg native who lives “just down the road from (his) childhood home,” completed a bachelor’s degree in exercise and sports science and a master’s degree in business administration at Fitchburg State.
Game On is a state-of-the-art facility that features six full-sized outdoor turf fields, 10 indoor basketball courts, 14 volleyball courts, and eight pickleball courts. Game On is the hub for camps, clinics, leagues and tournaments, ranging from basketball, soccer, volleyball, flag football, softball, baseball and more. There’s also food, a fitness center and batting cages indoors.
“Game On serves as a one-stop destination for athletes at every stage of their journey,” Olivera said. “We offer a wide range of programs, including camps, clinics, and 1-on-1 training. Through a recent partnership with Elevated Physical Therapy and Fitness, we’ve expanded our amenities to better serve our community. Athletes now have access to a collegiate-style weight room for strength and conditioning, as well as injury prevention and recovery services provided by a licensed physical therapist all under one roof.”
Beyond youth development, Game On also caters to the general population and former athletes through competitive adult leagues in basketball, soccer, and even cornhole. The facility provides a safe and inclusive space for everyone to enjoy recreational sports, such as pickleball, volleyball, lacrosse, and more.
“Adrian is a fantastic leader with high character, integrity, and skills that we value as an organization,” said Game On Senior Vice President Dean Hirtle. “We are extremely proud to have him on our team. His value to our organization is top notch and he has my full trust in running the business, while building relationships and creating business development opportunities. Great people help fuel strong businesses, and Adrian has certainly played a huge part of our success.”
Hirtle calls Olivera a “team player” with a positive attitude who is willing to do whatever it takes to get the job done.
“He has demonstrated the ability to handle challenging situations, while being solution driven,” Hirtle said. “His experience coming to Game On Fitchburg as an athletic director has really provided the structure and organization that has helped us grow as a business. He’s a true leader, coach, mentor, and business leader that we are lucky to have here at Game On Fitchburg.”
Olivera has that burning desire to succeed and credits his two brothers for fueling that competitive spirit at an early age.
“I was constantly challenged through sports and friendly rivalry, which helped shape the disciplined mindset I carry into my professional life today,” he said. “I’m committed to continuous self-improvement and hold myself to high personal standards. Much of my motivation comes from within, guided by written personal and family goals that I review daily to stay focused and inspired.”
The keys to success are simple but powerful, says Olivera.
“Be authentic, be respectful, show up on time, stay goal-oriented, and always be the hardest worker in the room,” he said. “I believe that living by these principles can take you wherever you want to go.”
Olivera continued to work hard after earning his bachelor’s degree, and he had a plan in place when he decided to hone in on a master’s degree.
“I pursued my MBA to equip myself with the strategic business skills and industry insight necessary to excel as a sports professional,” he said. “By combining this formal business training with my lifelong passion for athletics, I’m positioning myself to achieve my ultimate goal of serving as a university athletic director.”
Olivera started his sports management career as an athletic director at South Lancaster Academy from 2018-2022. During that span, he secured his real estate license in 2018, and is currently a listing agent and bilingual specialist with Pelletier Properties in Leominster, along with working for Game On.
“I was looking to expand my career in the business side of sports,” Olivera said, “and the opportunity to take on a new challenge helping grow a newly established sports facility that also happens to be the largest sports complex in New England, located right in my hometown, was a clear and easy decision.”
Another easy decision was attending Fitchburg State. That educational move has helped Olivera greatly in his career.
“The friends and classmates I met made for the great experience,” said Olivera, noting he was a commuter student who worked two jobs while in college. “It provided me with the knowledge and skills to understand and interpret financial statements, as well as the ability to develop and apply business strategies that drive growth and contribute to a company’s overall success.
“Fitchburg State is a great university, with competitive pricing and great educators. It was my hometown university, and being able to stay with family and get a good education was important.”
Original article
Comments