“But insurance doesn’t really
manage risk; it simply fnances
it. So what if we could change
how much risk actually costs?
What if we could fnd a way to
help our clients fx their problems and have
those problems cost less money?”
That laser focus on reshaping
outcomes, as opposed to paying of bad
ones, is what makes the Fairly Group –
one of Amarillo’s fagship enterprises – so
unique, and so successful.
And it is why organizations as complex
as Major League Baseball (MLB) and the
National Football League (NFL) choose to do
business with Fairly Group, rather than some
of the more traditional players in the feld.
Fairly points to his work with MLB as a
“These athletes like to play, even when
get banged up. But the cost of injured
players is very high.”
Traditionally, of-season was when
players would recuperate and get treated
for their injuries. But with them heading
home during the of-season, MLB Clubs
had a limited ability to closely monitor their
treatment and therapy, which often led to
lingering injuries once they returned for the
“Our idea was: could we keep these
guys with the team through the of-season,
so the Clubs could more proactively help
them rehab better? Better support, better
facilities, better doctors surrounding them,
the best care, so that they could get better
This was the idea that MLB and Fairly’s
team came up with more than a decade ago.
“When we frst proposed this, they
looked at us and said, “Can we do that?,”
recalls Bill Creedon, Fairly Group’s CEO.
“But today, 15 years later,” adds Fairly,
“every MLB team takes a hands-on,
proactive approach to helping their players
recover and rehab during the of-season.
It became a completely new paradigm
about how baseball approaches of-season
injuries, because what we focused on was
Fairly landed in the city from New Mexico
as a college freshman, and knew he was
here to stay. He is adamant that had it not
been for the Amarillo spirit – embodied in
its people – he would not be savoring the
success he has today.
“I came here to go to college at West
Texas A&M University, and I never left.
Because what we have here are amazing
Adds Creedon, who relocated to Amarillo
from Denver, “Every single one of our [120-
odd] associates is engaged in a way I’ve
never seen before.
“They’re engaged in the culture; they’re
engaged in delivering something for the
client that is the absolute best. They wake up
every day and ask: what can we do better?”
That of-the-charts engagement has
led to an unheard-of zero turnover rate for
the company, which attracts people from
all over the country to work there. For its
part, Fairly Group is committed literally and
philosophically to Amarillo’s resurgence.
“This is where we live,” says Fairly. “This
is our community. We might do business
all over the world – we spend our lives on
airplanes – but we come home to Amarillo.”
For Fairly and so many other
companies, doing business in Amarillo has
been a grand slam.
“The traditional approach to managing risk has
been to sell insurance,” says Alex Fairly, president of
Amarillo’s Fairly Group, a company that is reshaping
how large companies view, and manage, risk.
RISK MANAGEMENT REDEFINED:
Group is Disrupting