MSSBA Faculty

Program Director

David Petyon has more than 20 years of data analysis experience. His analysis has helped businesses make $5 million to $2 billion decisions. His most notable analysis led to the first-of-its-kind smart meter system in the United States. He has also provided analytics foundational in passed/approved legislation. Most of his work engages executives and managers in deep-dive analytics for decision-making in complex environments. Peyton was awarded Excellence in Teaching for the College of Business at the University of Central Oklahoma for five consecutive years, 2006-2010.

Appointments: Director, Master of Science in Sports Business and Analytics

Awards: Clemson Business College Excellence in Teaching Award, 2019-2020

Education:

• Doctor of Philosophy, Business Administration, Marketing, Northcentral University, 2020
• Master of Business Administration, Liberty University, 2005
• Bachelor of Arts, Management Information Systems and Operations Management, University of Central Oklahoma, 2001

Industry Experience:

• Consultant, Data Science Analyst, Concert Sea Analytics (Owner)
• Educational and Analytics Consultant, Manhattan Associates
• Engineering Education Consultant, Baker-Hughes Inteq
• Senior Data Analyst, OGE Energy Corporation
• Metrologist, Raytheon
• Aviation Maintenance Chief, US Navy

Currently, Couch serves as a professor of practice in the Department of Management at Clemson University, teaching sports business to Master of Science students and principles of management to business undergraduates. He also serves as a guest lecturer at Clemson and other colleges and universities around the country.

Couch also runs a consulting company, Couch Collegiate Consulting Company Inc., serving clients in the college athletics space, as well as the name, image and likeness ecosystem.

He joined TigerImpact, Clemson's purpose-driven NIL collective, as its executive director in April 2022. Prior to that, Couch worked at IPTAY as a senior associate director, joining Clemson Athletics in 2005. In his role with IPTAY, he primarily oversaw major gifts and prospect management. He also had oversight responsibilities for the premium seats department, IPTAY hospitality and concierge services, and the Block C Club. Couch also served as a liaison between the Clemson University Alumni and Development CORE team and IPTAY.

Before joining IPTAY, he served as the director of community relations for the Raleigh-Durham Skyhawks, the director of sales promotions for the Durham Bulls Baseball Club, the director of major gifts for the Greenville Health System and the senior director of development for Virginia Tech's Pamplin College of Business. He has close to 30 years of experience serving athletics and fundraising organizations.

Couch graduated from Wofford College in 1989 with a bachelor's degree in accounting. He was a scholar-athlete, playing football and earning academic and athletic scholarships. In 2019, he completed his master's degree in athletic leadership at Clemson University.

Couch lives in Greenville, South Carolina, with his wife, Christi. She is originally from Wheeling, West Virginia, and graduated from West Virginia University in 1989. The couple has been married for 34 years and has four sons. Bo, 31, is a 2016 Clemson graduate; Jack, 29, is a 2018 Clemson graduate; Colten, 26, is a 2022 Clemson graduate; and Nick, 24, is a 2024 Clemson graduate who also played on the Clemson baseball team.

Couch volunteers and has served on various boards throughout his life, and currently serves on the Greenville Homeless Alliance innovation committee. He enjoys traveling, attending sporting events and spending time with his family.

Allan Glass is an associate professor with over 20 years of executive leadership experience spanning business development, operations and information technology. His strategic leadership has driven significant organizational growth, including helping Pennsylvania Paper & Supply Company achieve average annual revenue growth exceeding 10% from $8.7M to $58.5M. Glass has served in dual roles as Vice President of Strategy & Development and CIO, managing business infrastructure investments and leading large-scale IT implementations on time and under budget. His diverse experience includes successful startup ventures, nonprofit leadership resulting in $2.3M balance sheet improvements, and international mission leadership across four continents. Glass brings real-world business acumen combined with academic excellence, having received multiple teaching awards, including the Joel A. Kobert Award for Distinguished Teaching.

Awards:

• Joel A. Kobert Award for Distinguished Teaching, Centenary University, 2020
• Academic Excellence Award nominee, Endicott College, 2024, 2023, 2020
• Excellence in Teaching Award nominee, Endicott College Alumni Association, 2019

Education:

• Doctor of Philosophy (Ph.D.), Management, Clemson University, 2025
• Master of Business Administration (MBA), Saint Joseph's University, 2011
• Bachelor of Arts (B.A.) in Organizational Leadership, Eastern University, 2003

Industry Experience:

• Founder, The Manasseh Group
• Vice President, Strategy & Development/CIO, Pennsylvania Paper & Supply Company
• Board Chair, Foundations Christian Counseling
• Interim Executive Director, World Servants
• Team Leader, Group Capital
• Technology Division Head, DAJ Strategic Solutions

Matt Hersel is an associate professor in the Department of Management at Clemson University. He received his Ph.D. in Organization Studies, Strategy, and Change from Auburn University's Harbert College of Business. In 2022, he was awarded the Wilbur O. and Ann Powers College of Business Emerging Scholar Research Excellence Award and was a nominee for Clemson University Junior Researcher of the Year. He was also a Powers Emerging Fellow prior to earning tenure. He currently serves as president of The Wilbur O. and Ann Powers College of Business Faculty Advisory Council.

His primary research interests involve stakeholder-focused management and the organizational effects of changing social evaluations following ethical transgressions. Specifically, he is interested in how leaders manage the aftermath of misconduct and other types of scandals.

Professor Kathryn Kisska-Schulze, J.D., LL.M., is the associate director and Elliott Davis associate professor in the School of Accountancy at the Wilbur O. and Ann Powers College of Business. In Spring 2024, she launched the School of Accountancy's first Sports Law course. She has published 13 sports-related research articles in high-level journals, including the Vanderbilt Law Review, Alabama Law Review, Oklahoma Law Review, American University Law Review, Ohio State Law Journal, Marquette Sports Law Review and Virginia Sports and Entertainment Law Journal. She has spoken on sports-related issues at the University of Oklahoma, Florida State University and Georgia Tech; been quoted or cited to in the Independent Mail, The Post and Courier, Sportico, Extra Points and The Regulatory Review; served as the chair of the Sports and Entertainment Law Section of the Academy of Legal Studies in Business; and is a member of Clemson University's Faculty Athletic Council.

Ron Landis has a Ph.D. in industrial and organizational psychology from Michigan State University and more than 30 years of experience in conducting research and providing consulting in the areas of quantitative methodology, measurement development and data visualization and dashboard development.

Landis is a pioneer in research methods – he has published more than 70 journal articles, book chapters and works in edited volumes. Evidence of his work is that it has been cited more than 7,300 times with a h-index of 39. His work has been published in leading journals, including Organizational Research Methods, Organizational Behavior and Human Decision Processes, Personnel Psychology and Journal of Applied Psychology. He is also a fellow of the American Psychological Association and the Society for Industrial and Organizational Psychologists.

Russell L. Purvis is a professor of management in the Wilbur O. and Ann Powers College of Business at Clemson University. His research, with over 7,100 citations, explores project management, professional identity and the adoption of disruptive technologies in higher education and business. He has published in leading journals, including MIS Quarterly, Organization Science and Management Science. Purvis also brings more than four decades of industry experience in project management and systems development to his teaching and consulting.

Dirk Roskam is a clinical assistant professor with over 25 years of professional experience and a multi-disciplinary background spanning finance, legal, operations and business management within diverse organizations. His professional time in the sports industry began with Gus Macker Basketball, which led to a front office position with the Lansing Lugnuts (MiLB), at the time the Class A affiliate of the Chicago Cubs. He has additional time working with the Grand Rapids Griffins (AHL) affiliate of the Detroit Red Wings, Wichita Stealth (AFL2), Grand Rapids Rampage (AFL), through the family office, which also leads the Orlando Magic (NBA). Roskam is a formerly licensed Contract Advisor of the National Football League Players Association (NFLPA) and supported sports tax compliance work for Palace Sports and Entertainment, which owned the Tampa Bay Lightning (NHL) and Detroit Pistons (NBA).

Roskam earned his LLM in Taxation from Washington University in St. Louis, Ph.D. and MBA from Clemson University, and JD from Western Michigan University Thomas Cooley Law School. He maintains active legal licensure through the State Bar of Michigan, Washington, DC Bar Association and the Federal Tax Court.

Ryan Toole is a principal lecturer in the Department of Management at Clemson University with expertise in sports business education and AI-enhanced pedagogy. He earned his Ph.D. in Business Administration (Executive Leadership) from Clemson University in 2025 and holds a Sports Management Certification from the University of Florida (2024). Toole has been instrumental in developing Clemson's sports business curriculum, designing and launching MGT 8410 (Sports Business I), MGT 8420 (Business of Sports II) and ENTR 2010 (Sports Entrepreneurship). He pioneered the use of AI in business education by developing "Professor Tiger," a custom GPT chatbot providing 24/7 student support—the first faculty member in the department to implement an AI teaching assistant.

Toole brings extensive teaching experience at scale, having instructed over 10,000 students across 22 semesters, and serves in multiple department leadership roles. His industry background in marketing and business analytics, combined with his commitment to cutting-edge pedagogical methods, equips him to prepare students for the rapidly evolving sports business landscape. He has completed over 20 professional development workshops in AI and sports business, ensuring his courses reflect the latest industry trends and technological innovations.

Education:

• Doctor of Philosophy (Ph.D.), Management, Clemson University, 2025
• Certification, Sports Management, University of Florida, 2024
• Master of Business Administration (MBA), University of South Carolina, 2010
• Bachelor of Science, Marketing (B.S.), Clemson University, 2004

Industry Experience: Marketing and Business Analytics