So nice to meet you! First off, what’s your name? Tell our readers a bit about yourself—where you’re from originally and where you live now.

Denny Lennon, AAU Beach Volleyball Commissioner and President of Sports Stories, Inc. Born and raised in Venice, California and now live in the South Bay of Los Angeles.

Tell us one thing you love about where you live now?

Specifically I live in Westchester, California, near LAX. Actually, what I love about living in Westchester is how convenient the location is, considering how much I travel in and out of LAX and how much of my programming for AAU Beach volleyball takes place in the South Bay. It also well situated to cover many of the top high school athletic programs for my prep sports show on LA36 TV.

Tell us a little bit more about what your company does and how it started? How does it help your customers?

My company, Sports Stories, produces unique features on athletes and the sports world, ranging from our exclusive documentary on basketball legend Jerry West to our featured coverage of up-and-coming Olympic athletes.

My position as Commissioner of Beach Volleyball is with the Amateur Athletic Union (AAU), a 40-sport, million-member organization with a rich history in our country. The AAU was founded in 1888 and led our country's development of recreational sports, as well as the United States Olympic movement, for close to a century. It then redefined itself, focusing primarily on youth sports programming for the last 50 years.

If someone wants to start a business, what advice will help them?

First, make sure your business aligns with your greatest passion and your life’s purpose. When your work reflects who you are, it no longer feels like work.

Second, master your craft. Become an expert in what you do.

Third, develop excellent communication skills. You must be able to clearly explain what you do and how it benefits your customers.

Finally, make sure you—or someone on your team—understands sound business practices, your industry, and what differentiates your company from the competition.

If someone wants to start a business, what advice would you give them?

Do not let what you don't know get in the way of what you do know. Starting a new business, or anything new, can be intimidating if you don't remember the assets you bring to the project. In many cases, those assets are enough to succeed if you are willing to put in the work.

What was one feedback from a happy customer/client that you won't forget about?

In April 2025, I served the AAU as a delegate for U15 beach volleyball teams competing in the International School Sport Federation (ISF) Gymnasiade in Zlatibor, Serbia. During time spent at the opening ceremonies, Culture Night, or even in the Food Hall, the young athletes were connecting with other young athletes in different sports from around the world, without the interference of politics or biases. They were making new friends and sharing their love of sport.

The parent of one of our AAU Beach Volleyball players turned to me and said, “The AAU has changed my child's life. Thank you!”

Where do you see your company in the future?

With Sports Stories, I see its continued growth as we, as a people, continue to find inspiration and entertainment in athletics of all kinds.

The AAU, under the thoughtful and strategic leadership of the National Office in Orlando, Florida, will continue to increase membership as it grows its global brand.

What is the biggest misconception about your industry?

Considering much of what I do focuses on athletes 18 and under, there exists a negative misconception about youth sports and also about the younger generation. Most of what happens in youth sports is great: families spending time together, young people learning life skills through competition, and the time-proven fact that hard work and dedication bring about results.

I also push back on adults in older generations who look down on the kids who are coming up. I see a whole lot of motivated young people who are mentally and physically fit.

What has been one of your biggest struggle building your business and how did you deal with it?

Change. Change in personnel, change in technology, change in all parts of life.

I deal with it by always remembering an adage I learned from the great UCLA basketball coach and teacher, John Wooden: “Not all change is progress, but progress requires change.”

Once you are at peace with the fact that change is inevitable if you are to succeed, you accept it and do your best to move forward.

Who was your favorite music artist and athlete growing up?

I grew up in and around the “California Sound,” so I suppose Crosby, Stills, Nash & Young holds that spot in music.

In sports, I used to pretend I was either Jerry West or Kareem Abdul-Jabbar as a kid shooting hoops in the backyard. Getting to meet both of them later in life was a true thrill.

Any shoutouts you want to make?

Of course. Any success I have had has always been based on who was on my “team.” I am lucky to have a wife who is an integral part of all the “wins” and with whom I get to share the success and fun times.

I also want to give a shoutout to my 16-month-old grandson, Pax, and my “to be named later” and not-yet-born granddaughter, who are basically awesome.

Where can our readers learn more about you and your company?

Follow AAU Beach Volleyball on Instagram: https://www.instagram.com/aaubeach/

Sports Stories episodes air on LA36 Cable TV in Los Angeles, and the website is https://www.sportsstoriesdl.com/.