Larry Peters – Chief Revenue Officer, World of Dance

What makes sport so powerful at bringing people together? In this episode of Defining Moments, Dustin Heise sits down with Larry Peters, Chief Revenue Officer at World of Dance, to explore the business, culture, and community behind sports and entertainment. Larry shares what he has learned from more than 15 years working across major sports, live entertainment, brand partnerships, technology, and new market development. The conversation covers why sport creates such a strong shared identity, what dance can teach us about community, and why brands need to move beyond simple logo placement toward real engagement.   Larry also reflects on the mindset that has shaped his career, including his attraction to emerging opportunities, startups, new markets, and businesses that require strong storytelling to grow.   They also discuss how technology is changing sponsorship and fan engagement, the risks involved in building new businesses, and what Larry hopes to help create through World of Dance and Staydium in the years ahead.   It is a conversation about connection, growth, partnerships, and building experiences that people genuinely want to be part of.