Miss USA on Thursday named Thom Brodeur as its chief executive, outlining a strategic plan aimed at cleaning up a franchise dogged by a string of scandals and renewed interest in reviving its cultural cachet. The plan centers on three bold changes: moving away from a standalone reality-TV spinoff toward a more fan-driven, always-on content approach; reintroducing publicly visible scoring; and expanding distribution on NBC platforms to reach audiences year-round.
Brodeur told Daily Mail that the pageant would commission a reality show and other content formats for NBC platforms such as Peacock and Bravo, with the main national pageant still scheduled for fall. He envisions an "America's Sweethearts"-style ongoing documentary about the winners' journeys, comparable to Netflix's coverage of the Dallas Cowboys cheerleaders. He argued the brand should be one that viewers can follow throughout the year, not just during the live telecast.
The new leadership team includes Laura Clark as co-national director and psychotherapist Elisa Banks-Lovely as co-national director, focusing on mental health and wellness programming. Mara Martin will head communications and public relations, Mackenzie Kern marketing, and Holly Lynch production. The plan includes dropping non-disclosure agreements (NDAs) and dissolving the selection committee that could overrule judges in past years, with Brodeur stating, "If you have nothing to hide, don't." He says the centerpiece should remain the contestants—the women pursuing their dreams and the brand’s integrity.
The changes come after a years-long string of controversies. In 2022, a rigging scandal involved several contestants alleging that the winner was preselected, leading to an internal investigation, the resignation of then-director Crystle Stewart, and sanctions against the Miss USA brand. The following year, Miss USA titleholders Noelia Voigt and UmaSofia Srivastava both stepped down, citing mental health concerns and alleged abusive treatment by the organization. Kyrst, Miss USA 2019, died by suicide in early 2022, prompting renewed scrutiny of the pageant's handling of contestants' mental health. The Miss USA organization is owned by Miss Universe and has faced dwindling viewership as a cultural institution.
Brodeur said the goal is to restore the pageant to the prominence it once enjoyed when titleholders were household names and regular fixtures at award shows. He argued that "there have been 74 winners of Miss USA, and 42 Miss Teen USA winners, but tens of thousands of lives have changed because of this brand" and emphasized a commitment to transparency, increased access to voting and the contestants' stories, and the operational integration of mental health resources.
Brodeur pushed back on the idea that the pageant would simply be a one-night event, noting that the live show would be complemented by streaming and on-demand viewing. He remarked that "the brand has to be more than a monolithic" and that audiences increasingly consume content on streaming platforms rather than traditional cable. He said NBC's networks would be a future home for Miss USA content, and a revised distribution plan would allow fans to re-watch the national pageant and related programming.
The pageant's new leadership also aims to show scoring on-camera again, a throwback to earlier eras, and to ensure that winners are selected for their voices and public image as well as their gowns. He described the criteria as evolving toward inclusivity and public engagement rather than secrecy. That approach would align with the organization's broader emphasis on mental-health support and the "Still She Rose" program that Clark helped launch during Miss Earth.
The new plan has drawn cautious optimism from some contestants and observers, including April Simpkins, Cheslie Kyrst's mother, who welcomed the leadership changes and praised the new co-directors' work on mental health and communications. Industry watchers will be watching closely to see if the changes translate into a more transparent and more widely followed Miss USA brand.
Brodeur's team has signaled a broader commitment to ongoing storytelling, including a potential ongoing documentary series following the journeys of contestants, the realities of training and competition, and the challenges of balancing pageant life with education, family, and finances. The aim is to keep the franchise culturally relevant beyond the fall pageant, while preserving the essence of the competition.
In sum, the Miss USA organization is betting that a more open, multi-platform presence, a refreshed governance structure, and a renewed focus on the well-being and voices of contestants can rebuild trust with viewers and participants alike as it seeks to reclaim a place in American culture.