Beyond the Boardroom Natalie Norman, CEO of the Healdsburg Prune Packers
By Will Bucquoy
What were some of your favorite baseball memories as a child? Easy. Saturday mornings, rallying every kid in the neighborhood for a game. No full gear—just scraps and imagination. One glove from an older brother, bases made from whatever we had, tennis balls when baseballs ran out, and two bats passed around like treasures. What sparks your love of baseball? Its elegance, challenge, and poetic rhythm set it apart from any other sport. As an attorney, I’ve seen division firsthand—so I cherish baseball’s unique power to unite people, even briefly, in shared joy and community. How did you wind up in the dual roles of CEO of the Prune Packers as well as president of the league? Norman aims to lead with grit and grace, treating the league like a startup: lean, urgent and mission driven. The Prune Packers began their 2025 season with the goal of clinching their fifth straight league championship and, to spoil the ending for you—they did just that! The Prune Packers beat the rival Humboldt Crabs in a best-of-three league championship series in August. For more information on the Healdsburg Prune Packers, visit prunepackers.org . These roles found me through a series of life “dots” I never expected—but said yes to. I committed to leading with impact, knowing I’d step aside if I couldn’t deliver. Helping the sport thrive and watching our team and league flourish has been deeply fulfilling. How do you handle conflicts of interest between CEO and league president? There are none. All member teams know I care about them equally and am fiercely protective of them. As PEL president, I listen and work hard for all teams. If I failed one member, I would be doing a disservice to the Packers anyway, because they would then play in a poorly run league. Same applies to all the teams, they cannot be disconnected or treated unfairly. That will not happen under my watch. Full stop. What role does community engagement play in the success of the team? Fans are everything. Community engagement is the heartbeat of our success. Packed stadiums energize players, local businesses thrive, and our nonprofit network channels that passion into tangible impact. Through deep- rooted traditions, modern outreach, and shared victories, we build history hand-in-hand with the fans who make it matter. How do you attract and retain talented players for the summer league? S aturday mornings in Natalie Norman’s old neighborhood weren’t quiet—they cracked alive with the echo of bats against stitch-worn baseballs and the scramble of sneakers over faded chalk lines. No uniforms, no rosters—just raw joy, borrowed gloves and a girl on the mound who made every boy second-guess their swing. What started as a childhood passion has led Norman to her current position as Pacific Empire League president and CEO of the Healdsburg Prune Packers. Her devotion to both the team and league stems from a simple creed—if she can’t lead with impact, she’ll step aside.
We attract top players through winning teams, strong scout ties and unmatched visibility. League-wide tech like Trackman boosts development, while stunning locations and high-caliber coaching—such as our very own local Joey Gomes’ winning legacy with the Packers—keep talent thriving and returning. How do you measure success beyond wins and losses? Success goes beyond the scoreboard—it's found in growth through losses, deep community ties and the joy we bring to families. We're fiercely competitive, but never forget: winning is sweet, and sharing it with our fans makes it unforgettable. What are your long-term goals for the league and the team? The long-term vision for the PEL is sustained excellence—growing only with elite teams and preserving top-tier competition. For the Packers, it’s about community uplift, financial strength, fan joy and creating a legacy rooted in safety, service and spirited play. What advice would you give someone aspiring to work in sports management? Sports management isn’t a career you dabble in, it’s a calling. Ask yourself: Is your heart in it, truly in it? If not, don’t bother. There are plenty of ways to earn a living. Baseball is the best sport in the world. If you don’t love it, if you’re not willing to fight for it with every ounce of your heart, your spirit, and with your guts, then go do something else.
82 NorthBaybiz
September 2025
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