After nearly four decades of bringing his own brand of positive "Bruin Family" cheerleading to the UCLA sideline, alumni cheerleader Geof Strand is hanging up his hat and retiring his bell following the Bruins' home finale against Arizona State on Nov. 23 at the Rose Bowl.

Known for imploring the Rose Bowl crowd with his 'Every Man, Woman and Child!' and 'Not Yet, Not Yet, But NOW!' cheers, Strand has been instrumental in building fan support through initiatives such as the formation of the Alumni Band and The Bruin Breakfast Club.

“I am truly honored and blessed to have been able to serve and expand the passion and comradeship of the Bruin Family for the past 38 years,” said Strand. “As I retire, I sincerely thank 'Every Man, Woman and Child;' you are wonderful fans.”

Strand, a champion with UCLA rowing who was elected head student cheerleader in 1970, began as alumni cheerleader in 1976 when new head football coach Terry Donahue asked him to put his cheerleading sweater back on and lead the alumni at the Coliseum.

Helping promote the move to the Rose Bowl in 1982, Strand and his crew served up free beer to encourage fans to come tailgate before the games and has been a fixture outside the Pasadena landmark prior to games ever since.

After 38 years in his volunteer role, Strand's sole motivation has remained constant: to build the Bruin Family into a positive and enthusiastic force while making every single fan feel that they are a valuable part of the team and pageantry of UCLA Athletics.

“We cannot thank Geof enough for his tireless dedication and passion for all things UCLA,” said UCLA Athletic Director Dan Guerrero . “As anyone who has been to a game at the Rose Bowl can attest to, Geof has a tremendous ability to inspire the crowd and keep everyone involved. While he is retiring, this is certainly not goodbye, and we look forward to seeing him at UCLA games for years to come.”

To honor Strand's dedication and support for the Bruins over all these years, UCLA will recognize him, as well as cheer partner Frank Foellmer, at halftime of this Saturday's game against Arizona State with a video tribute, an on-field presentation and a gift of season tickets for life. Additionally, friends are invited to enjoy a slice of cake and celebrate Strand's accomplishments approximately two hours prior to kickoff at the Alumni Band pre-game concert held in the Fan Zone.