Why Adam Schein Keeps Sports Radio as the Centerpiece of an Expanding Career Beyond SiriusXM

SiriusXM Mad Dog Sports Radio host Adam Schein is addicted. For more than 25 years, he’s been fueled by a passion for what he calls the greatest form of media around. Sports radio was the destination Schein knew would be his calling from a very young age. Now, 22 years after leaving WFAN for Sirius Satellite Radio, that addiction has only grown. More passion has provided more fuel for a career built on informed opinion and entertainment that continues to reach new heights.

“I still get the rush every single day for preparation, execution, and collaboration. There’s nothing like rolling up your sleeves and embracing the process and the fun of Schein on Sports,” said Schein. “The most important minute on my show is when you are listening. Simple as that.”

Schein is a Sirius original, beginning his career with the satellite radio platform in August 2004, just two years after it became commercially available. He was the first talk show host heard on SiriusXM NFL Radio. Schein spent years hosting programs alongside gridiron legends such as John Riggins, Rich Gannon, and John Madden.

In 2013, Schein moved to the all-sports Mad Dog Sports Radio channel, expanding his scope and commentary beyond the NFL. He considers Mad Dog Sports Radio the best sports radio station in the country. He’s surrounded by some of the industry’s biggest names, from Stephen A. Smith to Chris “Mad Dog” Russo.

“When I left WFAN, people thought I was crazy,” notes Schein, who joined Sirius before its merger with XM Radio in July 2008. “Now, we’re a behemoth. I’m not remotely surprised by the growth of SiriusXM. Every year there’s an example of how we get that much better.”

Growth Of Schein On Sports

Today, Schein is a cornerstone of consistency on the Mad Dog Sports Radio lineup. His nationally focused show tackles the biggest stories of the day, features a guest list that rivals few, and has built a passionately loyal audience that continues to grow each year. Schein has never taken the opportunity for granted, nor has he become comfortable enough to ease off the gas.

For Schein, the culture of the channel drives every host and every show to a higher level.

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“The ultimate thing in radio, there’s a feeling of the next show is going to be better than the next. Whether it’s [Mike] Babchik, Katie Nolan, Mad Dog [Chris Russo], or Stephen A. Smith. There’s great camaraderie between shows,” said Schein. “When you have that kind of togetherness on a channel, it goes a long way in terms of what hits your ears and the chemistry between the hosts. Right now, it’s at a fever pitch and an unprecedented level.”

The results speak for themselves, and recognition often follows. Earlier this year, four Mad Dog Sports Radio programs ranked among the top 10 in Barrett Media’s annual national sports radio rankings . Schein on Sports finished sixth overall, its highest placement to date.

“It means the world. It also speaks to the respect level that people in the industry have for what we do on our channel,” said Schein. “Lineups can change, but we’re in such an unbelievable place right now with our lineup. For all of us collectively and individually, we’re in a groove right now and hotter than ever. On a day-to-day basis, there is a ‘first’ from the hosts and the audience that every show is going to be a rock and roll performance you can’t miss.”

Expanding Beyond Sports Radio

Success often creates additional opportunities. Schein’s success with Schein on Sports has been no exception. Last year, he began handling in-game updates for the NFL on CBS. Then, in March, he launched another daily program, Schein Time , a streaming sports talk show for the New York Post and California Post Sports.

“Everything always revolves around the radio show. That’s the only way it works for me. I’ve always been loyal to SiriusXM, and they’ve been incredible to me,” said Schein. “I’m lucky with CBS and the Post, they absolutely understand the radio show is the daily priority.”

For years, Schein has maintained a disciplined approach to preparing Schein on Sports . However, Schein Time requires a different strategy. Rather than planning for a structured three-hour national radio show, the streaming format allows greater flexibility. The target is about 45 minutes, but the show can run longer or shorter depending on the conversation. While many of the topics overlap, the audience and presentation differ.

“It’s totally different in terms of the mediums. One is a national radio program, the other is YouTube. It’s so different in the time spent on topics and the method to the madness,” notes Schein, who launched the show’s dedicated YouTube channel last week. “It’s more about what’s going to be a break out. What will hit on social. Different things work differently on Schein Time .”

The feedback during Schein Time’s first few months has been overwhelmingly positive. Schein said the analytics the Post hoped to achieve have met and exceeded expectations. While he doesn’t obsess over every metric, Schein pays close attention to what resonates with digital audiences and why, especially across different platforms.

“I’m a big believer in the beginning of the show taking chances. Let’s see what hits, what doesn’t in the court of public opinion and learn from it,” said Schein. “I pay a lot of attention to the Instagram numbers in particular, and always take a look at that more than anything else. I find that the data Instagram provides gives great insight for our team on what is working for us.”

With the NFL season just over a month away, Schein said launching the show’s YouTube channel before kickoff was critical, especially as every platform battles for attention during what could be the biggest season yet for sports content consumption.

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