The Next Era of Curling with Nic Sulsky

In this episode of The Playeasy Warmup, Kerri sat down with Nic Sulsky, CEO of The Curling Group, to talk about the organization’s ambitious vision for growing curling into a year-round global sports and entertainment property.

Since acquiring the Grand Slam of Curling in 2024, The Curling Group has been focused on expanding the sport beyond its traditional audience – growing international distribution, creating stronger connections between athletes and fans, and reimagining what the live curling experience can look like. That vision has also led to the launch of Rock League, a professional league designed to introduce a more innovative, entertainment-driven side of the sport.

Sulsky shared how The Curling Group is bringing new energy to the fan experience through music, mic’d athletes, enhanced hospitality, athlete storytelling and more opportunities for fans to get closer to the action. At the center of that strategy is a focus on authenticity – giving athletes the tools to tell their own stories and helping fans connect with the people behind the competition.

The conversation also explored what The Curling Group looks for when selecting host markets. For Sulsky, it goes far beyond finding the right venue. The organization is looking for true partners – destinations that want to activate around the event, involve local businesses, hotels and restaurants, and help create an experience that extends throughout the community.

From a venue perspective, the opportunity is surprisingly flexible. The Curling Group typically looks for venues in the 2,000- to 6,000-seat range with an ice plant and nearby hotel inventory, with its team able to transform hockey ice into competition-ready curling ice in roughly 48 hours. The organization is also open to exploring unique one-off events and more intimate experiences with the right partners.

And the next chapter is already taking shape. The Curling Group recently announced that the 2027 Rock League Championship will head to Kalamazoo, Michigan, while continuing to explore future opportunities across the U.S., Europe and Asia.

From building a global fanbase to creating unforgettable live experiences and finding the right host-market partners, The Curling Group is challenging what professional curling can look like – on the ice and beyond it.

Check our their new RFP here.

Watch the full conversation now.