SiriusXM Mad Dog Sports Radio host Adam Schein is addicted. For more than 25 years, he’s been fueled by a passion for what he calls the greatest form of media around. Sports radio was the destination Schein knew would be his calling from a very young age. Now, 22 years after leaving WFAN for Sirius Satellite Radio, that addiction has only grown. More passion has provided more fuel for a career built on informed opinion and entertainment that continues to reach new heights.
“I still get the rush every single day for preparation, execution, and collaboration. There’s nothing like rolling up your sleeves and embracing the process and the fun of Schein on Sports,” said Schein. “The most important minute on my show is when you are listening. Simple as that.”
Schein is a Sirius original, beginning his career with the satellite radio platform in August 2004, just two years after it became commercially available. He was the first talk show host heard on SiriusXM NFL Radio. Schein spent years hosting programs alongside gridiron legends such as John Riggins, Rich Gannon, and John Madden.
In 2013, Schein moved to the all-sports Mad Dog Sports Radio channel, expanding his scope and commentary beyond the NFL. He considers Mad Dog Sports Radio the best sports radio station in the country. He’s surrounded by some of the industry’s biggest names, from Stephen A. Smith to Chris “Mad Dog” Russo.
“When I left WFAN, people thought I was crazy,” notes Schein, who joined Sirius before its merger with XM Radio in July 2008. “Now, we’re a behemoth. I’m not remotely surprised by the growth of SiriusXM. Every year there’s an example of how we get that much better.”
Growth Of Schein On Sports
Today, Schein is a cornerstone of consistency on the Mad Dog Sports Radio lineup. His nationally focused show tackles the biggest stories of the day, features a guest list that rivals few, and has built a passionately loyal audience that continues to grow each year. Schein has never taken the opportunity for granted, nor has he become comfortable enough to ease off the gas.
For Schein, the culture of the channel drives every host and every show to a higher level.
“The ultimate thing in radio, there’s a feeling of the next show is going to be better than the next. Whether it’s [Mike] Babchik, Katie Nolan, Mad Dog [Chris Russo], or Stephen A. Smith. There’s great camaraderie between shows,” said Schein. “When you have that kind of togetherness on a channel, it goes a long way in terms of what hits your ears and the chemistry between the hosts. Right now, it’s at a fever pitch and an unprecedented level.”
The results speak for themselves, and recognition often follows. Earlier this year, four Mad Dog Sports Radio programs ranked among the top 10 in Barrett Media’s annual national sports radio rankings. Schein on Sports finished sixth overall, its highest placement to date.
“It means the world. It also speaks to the respect level that people in the industry have for what we do on our channel,” said Schein. “Lineups can change, but we’re in such an unbelievable place right now with our lineup. For all of us collectively and individually, we’re in a groove right now and hotter than ever. On a day-to-day basis, there is a ‘first’ from the hosts and the audience that every show is going to be a rock and roll performance you can’t miss.”
Expanding Beyond Sports Radio
Success often creates additional opportunities. Schein’s success with Schein on Sports has been no exception. Last year, he began handling in-game updates for the NFL on CBS. Then, in March, he launched another daily program, Schein Time, a streaming sports talk show for the New York Post and California Post Sports.
“Everything always revolves around the radio show. That’s the only way it works for me. I’ve always been loyal to SiriusXM, and they’ve been incredible to me,” said Schein. “I’m lucky with CBS and the Post, they absolutely understand the radio show is the daily priority.”
For years, Schein has maintained a disciplined approach to preparing Schein on Sports. However, Schein Time requires a different strategy. Rather than planning for a structured three-hour national radio show, the streaming format allows greater flexibility. The target is about 45 minutes, but the show can run longer or shorter depending on the conversation. While many of the topics overlap, the audience and presentation differ.
“It’s totally different in terms of the mediums. One is a national radio program, the other is YouTube. It’s so different in the time spent on topics and the method to the madness,” notes Schein, who launched the show’s dedicated YouTube channel last week. “It’s more about what’s going to be a break out. What will hit on social. Different things work differently on Schein Time.”
The feedback during Schein Time’s first few months has been overwhelmingly positive. Schein said the analytics the Post hoped to achieve have met and exceeded expectations. While he doesn’t obsess over every metric, Schein pays close attention to what resonates with digital audiences and why, especially across different platforms.
“I’m a big believer in the beginning of the show taking chances. Let’s see what hits, what doesn’t in the court of public opinion and learn from it,” said Schein. “I pay a lot of attention to the Instagram numbers in particular, and always take a look at that more than anything else. I find that the data Instagram provides gives great insight for our team on what is working for us.”
With the NFL season just over a month away, Schein said launching the show’s YouTube channel before kickoff was critical, especially as every platform battles for attention during what could be the biggest season yet for sports content consumption.
More The Merrier
The sports media industry is highly competitive. As brands across the country prepare for the fall season, many are searching for new ways to reach consumers. Next month, SiriusXM will add 42 Audacy-owned local radio stations to its platform, including 23 sports radio brands with established audiences across the country.
Rather than viewing those additions as competition, Schein sees the opportunity differently.
“I learned a long time ago at SiriusXM, the more the merrier. You want people to subscribe and be a part of the SiriusXM family,” says Schein. “NBA Radio is great for us. College Sports Radio is great for us. I don’t think of Audacy’s brand being added as competition… People get ancy, and those listening to those local brands may discover us.”
Schein said the additional stations don’t create extra pressure because those expectations have been part of the culture since day one.
“It’s my job to make sure you’re also simultaneously hooked when you come to us,” says Schein. “That news to me was just awesome. It takes the bigness of SiriusXM to a level that’s just off the charts. I was pumping my fists when I saw the news.”
One familiar brand making its SiriusXM debut in September is Schein’s former home, New York City’s WFAN, where he reportedly was rumored to be returning following Mike Francesa’s retirement.
Years later, Schein insists the thought of leaving SiriusXM for a return to WFAN has never entered his mind.
“In all sincerity, my goal is to be at Mad Dog Sports Radio and SiriusXM for my entire career. That’s not spin in any way. I love what I do,” said Schein. “I’m smart enough to not close doors elsewhere, but I haven’t thought about it. Not once.”
In an industry where personalities constantly chase the next platform, Adam Schein has built his career by remaining loyal to the one that first hooked him. Television, streaming, social media, and YouTube have expanded his reach, but they haven’t changed his identity.
More than two decades after discovering his calling—and 22 years after betting on SiriusXM—Schein is still chasing the same feeling. The microphone comes on, the adrenaline kicks in, and the addiction to sports radio is as strong as ever.
That’s exactly the way he wants it.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.