Missouri Valley / Heart Of America

USTA Heart of America Names New Executive Director

Jerod Fox | May 14, 2021



Following a search that saw many great candidates, USTA Heart of America is proud to announce its new Executive Director, Sheila Goins. Goins is transitioning into the role currently and will fully take over the position effective June 1.


“I’m very excited about taking on a new task and getting to know everyone,” Goins said. “I look forward to continuing the great trajectory that the district has been on.”


Goins will succeed Helen Elliott as USTA Heart of America’s Executive Director. Elliott held the position for 25 years and has helped the district in innumerable ways.


“(Elliott) has so much knowledge from her time in the position,” Goins said. “She’s very highly regarded and I think she’s provided excellent leadership for the district over the years.”


Goins is originally from the Washington, D.C. area, and lived in Iowa for many years. While in Iowa, she picked up tennis at the suggestion of her husband and friends. She became involved in USTA leagues, which is where she got her first taste of USTA Heart of America tennis.


“Having competed against the Heart of America, I always thought that it was a very strong and solid district,” she said. 


She and her family moved to the Kansas City area in 2018, and quickly became involved in area tennis. She had played for and captained several USTA League teams, in tournaments, Tencap and World Team Tennis (WTT), among other involvements, making connections on and off the court.


Those connections helped lead her to her new role. While going through her texts one day, Goins saw a message from a tennis friend telling her that she would be a good applicant for the Executive Director position. After looking at the job listing, she decided to go for it.



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“I looked it up and saw the requirements and I thought, ‘I think I could add something, I bring a lot to the table and it sounds like a fun job,’ so I threw my hat in the ring,” she said.


Among what Goins brings to the table are her strategic thinking and communicability, she said.


“I have the ability to see situations from multiple perspectives, which allows me to come up with solutions that can be win-win for everyone,” she said. “I think my communication skills will be an asset in this role.”


As she transitions into the role, Goins already has goals in mind. Her immediate priority will be making sure that this summer’s tournaments and the USTA Heart of America District Championships run smoothly. Long term, she is passionate about seeing the continuing growth of the game of tennis. She also wants to make sure that she is a voice for the people.


“I like hearing from people,” she said. “Understanding what their concerns are and what the USTA can do to make their tennis lives better.”



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