One of the most rewarding aspects of our work is helping search committees identify the best possible leader for their mission—even when that individual does not yet hold the title of CEO.
This was a key topic of conversation when Sterling Martin joined the panel at CEO Update Live this month alongside Brittany Carter of CEO Update and the Senior Partner of another major search firm. The discussion centered on the 2025 Association CEO Recruitment Trends Report, which showed that 66% of association CEOs placed from October 2024 through September 2025 were taking the top job for the first time.
We have noticed a similar pattern in our own searches. In 2024, 75% of Sterling Martin’s placements were first-time CEOs.
The data confirms what we consistently see when partnering with a board’s search committee on a CEO search: boards are increasingly willing to bet on potential and proven capability.
This comes up frequently when evaluating candidates. For example, a Division President at a Fortune 100 company may be managing a business unit larger than many national associations. Or a Chief Operating Officer at a large trade association may have been running day-to-day operations for years.
Neither may have “CEO” on their LinkedIn profile or résumé yet, but both can possess the operational grit and strategic vision required to lead.
It is encouraging to see the industry widening its lens on what CEO readiness looks like.
For boards beginning to think about succession planning for 2026 and beyond—or for executives mapping out their own path to the CEO seat—these insights are a strong place to start.
The full report breaks down these demographics in detail.