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Sandra Thomas founded the Chicago Social Club in 1989 for fun. Now president of Sport & Social Clubs of the U.S., she oversees a network of grass-roots sports organizations in 23 major markets with 40% annual growth. Sponsors include Quaker Oats Co.'s Gatorade, Anheuser-Busch and Brown-Forman Corp.'s Jack Daniel's.

Age: 34

Insight: Young people resent hard-sell tactics.

Young adult hotspots: Travel events, floor hockey, soccer and volleyball. Coed teams are preferred.

Opinion: There is no stereotypical consumer.

Peeve: The myth that the U.S. is one homogeneous market. Regional differences are sharp.

Tip: Don't overanalyze, or you'll never do it.

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