Craig Custance is the Head of Creative Development at The Athletic, a New York Times company. Previously, he was an Editorial Director at The Athletic, where he oversaw the NHL, college football and baseball coverage. As a writer, he spent over a decade as an NHL insider at The Athletic, ESPN and Sporting News. His latest book, The Franchise: The Business of Building Winning Teams was released by Simon and Schuster in October 2024. He is also the author of the book Behind the Bench: Inside the Minds of Hockey’s Greatest Coaches.

Before joining The Athletic, Custance was a senior writer for ESPN The Magazine, ESPN.com and ESPN Insider. He was hired by ESPN after three years as a national hockey writer for The Sporting News.

Custance got his start in journalism at the Atlanta Journal-Constitution, where he was hired in 1999. At the AJC, Custance was part of the Innovations department where he helped launch the newspaper’s digital sports coverage. He also worked on the sports desk as a writer where he covered football, sports enterprise and ultimately became the Atlanta Thrashers beat writer. He left the AJC in 2008 after nearly a decade working for the newspaper.

He’s a graduate of Michigan State University with a degree in journalism and lives in Clinton Township, Michigan with his wife Cassie and three children.