Scotty LaLonde

Managing Member

Scotty LaLonde founded Podium Marketing in 1999 as an agency to assist in seeking, negotiating and servicing sponsorship agreements in the lifestyle, motorsports and the automotive events industries. For over a decade LaLonde and his team have worked to build Podium into an engagement marketing industry leader that top brands seek out to help bring their sponsorship and events to life.
LaLonde’s experience includes marketing and event work with: Toyota, Scion, Lexus, Audi, Red Bull, American Le Mans Series, Yamaha Watercraft, Yamaha Electronics, Anheuser-Busch, Bridgestone, Champ Car, ExxonMobil, Joe Gibbs Racing MX, Feld Entertainment, Alli Sports, AMA Pro Racing, Rally Art, RealTimeRacing, SCCA Pro Racing, SCCA Pro Rally and US Skiing.

Rachel Lane

Director of Experiential Marketing

Rachel joined Podium in June of 2022 and stepped into a leadership role in June of 2026. Born and raised in Boise, Idaho, she graduated from the University of Idaho in 2013 with a degree in Recreation/Sports Management. After college, Rachel spent several years working in sports and community events in North Idaho before making the move to Colorado in 2020. She brings extensive experience in programming, experiential marketing, and event management. When not working, Rachel enjoys skiing, traveling, spending time with family, reading a good book, and being outdoors with her partner and her Bernese Mountain Dog, Winnie.

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Carrie Axelberd

Director of Business Operations

Carrie joined Podium in 2013 and oversees the company’s daily business operations.  She was born and raised in Connecticut, attended high school in Puerto Rico, and graduated from Florida International University. Carrie and her husband always talked of moving to Colorado, and in 2013, they relocated here from Florida with their three kids. She loves the mountains and enjoys hiking and spending time with her family. Carrie also enjoys cooking and trying new recipes. Before moving into business operations, Carrie’s background included hospitality management and sales.

Alex Rietze

Experiential Marketing Manager

Born in Rochester, NY, educated in Connecticut, Alex now calls Philadelphia home,where he manages all Tri-State Toyota events on behalf of Podium. Alex joined the team in 2021, making a move from the auto show circuit.  Alex loves ultimate frisbee, cooking, and the Buffalo Bills.

Nick Strong

Experiential Marketing and Print Specialist

Nick was born and raised in Salt Lake City, Utah. Growing up with the Wasatch Mountains in his backyard, he grew a passion for many outdoor activities like skiing, mountain biking, and rock climbing. He aspired to incorporate these passions into a career in the outdoor industry. After finishing up a degree in Marketing, he spent the next five years working event operations for the premier mountain-running race “Cirque Series.” Following the move out to Denver to experience all that the Front Range has to offer, the announcer from the Cirque Series recognized Nick’s event expertise and connected him with the Podium team in November 2022. Following a day of work in Golden, you'll find Nick climbing at the North Table Mountain crags and afterwards in the kitchen cooking up a storm for friends and family. 

Westley Smith

Graphic Design / Print Production Manager

Wes was born in Ohio and raised in Missouri. After several road trips to the mountains Wes decided to relocate to Colorado in 2021. Since graduating from the University of Central Missouri with a degree in graphic and print technologies in 2017, he has held several roles within the print and design field. Outside of work, Wes likes to ride his motorcycle, hike, dj, produce music, and spend time with friends and family.

Sonja Finholm

Experiential Marketing Specialist

Sonja joined Podium as a Brand Ambassador in 2022 while completing her degree in Human Resources and Management at the University of Colorado Denver. A Colorado native, she was born in Vail and raised in Littleton, giving her a lifelong appreciation for the state's outdoor lifestyle and scenery. After graduating, she worked full-time as a Marketing Lead for LaCroix Sparkling Water, overseeing the Denver market while continuing to work events part-time. In 2026, she transitioned into a full-time position as an Experiential Marketing Specialist with Podium, where she combines her passion for event management, and creating memorable brand experiences. Outside of work, Sonja enjoys spending time in the mountains skiing, hiking, and camping. She is engaged to her high school sweetheart and values quality time with him, her friends, and her family.

Yeti

Director of Nonhuman Activities

After graduation from Neanderthal University in the fall of 2008,  Yeti joined the Podium team in 2009 as an entry-level warehouse intern. Podium quickly learned that Yeti's passion and talent could not be contained. He quickly worked his way up to the position of Crowd Engagement Manager, and ultimately to Director of Non-Human Resources. Yeti's role at Podium includes fan engagement, grunting, general buffoonery, and eating everything in sight. During his free time, Yeti enjoys snowboarding, hanging with friends, and scrap booking.