If you’re reading this and you’re an Athletic Director, let me start by saying: you’re not alone. It’s the end of the academic year. If you’re anything like me, your calendar has been a mix of senior banquets, exit interviews, facility walkthroughs, hiring panels, and trying to remember what rest feels like. At times, it feels like only someone with a unique kind of passion (and let’s be honest, resilience with a side of stubborn optimism) would choose to do this job year after year. And yet… here we are.
Lessons from the Trenches
This year reminded me that no two seasons are ever the same. We navigated the usual challenges, injuries, eligibility questions, and schedule changes, but also had bigger conversations about identity, inclusion, and what it means to lead with empathy. The biggest takeaway? Culture beats strategy when the pressure is on. Invest in your team culture early and often.
We also learned the importance of communication. With athletes, with coaches, with administration. Silence breeds confusion, but clarity, even when it’s uncomfortable, builds trust.
Graduating Seniors: Bittersweet Goodbyes
This is the heartstring section of the year. Watching seniors grow from wide-eyed freshmen to confident leaders is one of the best parts of the job. But saying goodbye? Always tough. That final walk across the stage or the last time they lace up, those moments hit differently.
We try to be intentional about how we celebrate them, not just with a banquet or a senior day ceremony, but by publicly acknowledging their growth, leadership, and lasting impact. Their journeys help shape the culture for those who come after them. If you’re not capturing their impact, whether through stories, social media, or a “senior spotlight” tradition, you’re missing a chance to reinforce what matters most in your program.
Freshman Orientation Starts Now
Speaking of which, those incoming student-athletes? They’re not just names on a roster. They’re already watching how we communicate, how we welcome, and how we live out our program values. Preseason isn’t just physical prep, it’s cultural indoctrination (in the best way).
New Coaches, New Dynamics
We hired new coaches this year. That meant a crash course in onboarding, mentoring, and in some cases, rebuilding. My advice: don’t assume even the most experienced coach knows your campus culture. Build in shadowing, mentorship, and regular check-ins. Don’t just hand them a binder, walk with them through the first season. Their success is your success.
Coach Evaluations: Beyond the Scoreboard
We’ve been refining our evaluation process, not just asking “did you win?” but “did you lead well?” Metrics matter, but so does growth. Are coaches connecting with their athletes? Are they modeling integrity? Are they actively developing themselves? Formal reviews are helpful, but real-time feedback and relationship-building make the most significant impact.
And Now… We Do It All Again
Here’s the wild part: as we wrap up this year, we’re already knee-deep in planning the next. Scheduling, recruiting, compliance, facilities, it’s a relentless cycle. And still, most of us wouldn’t trade it. Because for every logistical headache, there’s a breakthrough moment: a first-time champion, a shy freshman becoming a vocal leader, a coach rediscovering their why.
We may be wired differently, but we’re wired for impact.
So, Fellow ADs—Here’s My Ask:
As you close out the year, take a moment to reflect. Write down what worked. Be honest about what didn’t. Reach out to a new AD and offer your wisdom, or better yet, ask for theirs. We’re better when we share the load.
Let’s keep learning, leading, and building programs that matter. We’re not just shaping athletes, we’re shaping lives.
Onward,
Your fellow AD in the arena
Stay Loc’d In
Dr. K.H. Richardson
