Heather Goodman

Co-President, TRUE Cresset Sports + Entertainment

Heather Goodman is the Co-President for the Sports & Entertainment division of Cresset, which provides a comprehensive suite of wealth management services to a diverse roster of clients across sports, entertainment, and entrepreneurism. With more than 30 years of financial services experience, Heather provides leadership to the greater firm, drives its business processes, and focuses on growth and expansion.

Prior to joining Cresset, Heather was the Co-Founder, COO, and President of TRUE Capital Management. Heather with Doug Raetz created TRUE in 2007 and grew it into a $2 billion wealth management firm focused on professional athletes and entertainers. Their entrepreneurial drive, strong interest in private investments, and cultivated relationships provided distinct service and investment opportunities, which extended brand building opportunities for their clients.

Heather particularly excels at analyzing business challenges and building the necessary foundational infrastructures to meet them. Over the years, her financial facility and business acumen have given TRUE a strategic edge, helping to fuel the firm’s global reach across all categories of the sports world. Her ability to structure, negotiate, and close complex transactions propelled TRUE to become a pioneer in wealth management for professional athletes and entertainers.

Prior to her time at TRUE, Heather was a Financial Advisor with Citigroup Global Markets and a CPA at Deloitte in their consumer products practice.

Heather is committed to the success of TRUE’s clients and partners, and to that end, actively serves in an advisory capacity to several entities. She has served as the Audit Committee Chair of Novus Capital Corporation I and II, as well as other board positions on private companies.

Heather was born and raised in the Bay Area and earned her Bachelor of Science degree in business administration, with an emphasis in accounting, from California Polytechnic State University, San Luis Obispo.

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