From the Trenches: The Issues Facing Education Based Athletics & Strategies for Today's Athletic Administrators

Are you thriving or surviving in your role as an athletic leader? In a recent survey and focus groups conducted, we asked over 300 athletic directors from schools of various sizes, demographics, and locations to identify the issues they face in their roles as athletic leaders. This article provides a unique glimpse into the issues athletic directors are facing.

Athletic directors play a crucial role in leading, organizing,? and managing education based activity programs. They are responsible for a wide range of tasks, including hiring coaches, scheduling games, arranging transportation, managing budgets, and ensuring compliance with regulations. However, the position of an athletic director is not an easy one, and many of them face burnout due to multiple issues that they have to deal with on a regular basis.

Athletic directors have the challenging task of overseeing interscholastic athletic programs, organizing events, managing budgets, and ensuring compliance with regulations. However, in recent years, athletic directors have faced an increasing number of issues that make their job more demanding than ever.

In this article, we will discuss the various issues that athletic directors face and provide strategies to help them thrive and survive through these challenges.

Parental Involvement and Outside Influences

Dealing with parental involvement and outside influences can be a time-consuming and challenging task for athletic directors. Here are three strategies that can help address this issue:

1. Set clear expectations and boundaries: Athletic administrators should communicate clear expectations and boundaries for parent behavior. This can be done through parent meetings or written communication, such as a parent handbook or code of conduct. Administrators should make it clear that disruptive or disrespectful behavior will not be tolerated and may result in consequences for the parent and/or athlete.
2. Encourage involvement: Athletic directors can encourage parents to get involved in booster clubs or other support organizations. This can help create a more positive and collaborative relationship between parents and athletic directors. Athletic administrators can involve parents in a positive way by providing opportunities for them to volunteer, fundraise, or support the program in other ways. This can help parents feel more invested in the program and can create a sense of community and collaboration. Administrators should recognize and appreciate the contributions of parents and communicate the positive impact they have on the program.
3. Create a positive culture: Athletic directors can work to create a positive culture within their programs. This can include emphasizing sportsmanship, teamwork, and community involvement. A positive culture can help minimize negative outside influences and keep the focus on the athletes and the program.
4. Encourage open communication: Athletic administrators should encourage open communication with parents and provide opportunities for them to express their concerns and feedback. This can be done through regular parent meetings or individual conferences with parents. When communicating with parents, administrators should listen actively and respond with empathy and understanding, even if they do not agree with the parent's perspective.

"Dealing with difficult parents can be tough, but remember that patience, understanding, and clear communication can go a long way. Keep your cool, listen actively, and don't give up on finding a common ground. You've got this." ~ Brent Buttjer

Facilities and Program Space

Another major challenge facing athletic directors is providing enough facilities and space to accommodate their programs. Here are three strategies that can help address this issue:

1. Utilize creative scheduling: Athletic directors can look at creative scheduling options to make the most out of their existing facilities. For example, schools can stagger practice schedules or consider sharing facilities with nearby schools.
2. Invest in facility improvements: Upgrading or expanding facilities can help address the space issue. Schools can apply for grants, seek donations, or work with booster clubs to fund these improvements.
3. Encourage participation from co-op schools: Athletic directors can work with small schools to encourage participation in joint programs. This can allow schools to share resources, increase participation numbers, and create more opportunities for athletes.

"Facilities issues and lack of space can present challenges for our programs. But let's not forget that great athletes are not made by their facilities, but by their determination, resilience, and commitment to their sport. Let's use our limited space as an opportunity to sharpen our skills, creativity, and teamwork, and prove that we can overcome any obstacle in pursuit of our goals."? ~ Brent Buttjer

Leading and Managing Booster Clubs

Many schools have booster clubs that support sports programs by providing funding, equipment, and other resources. While booster clubs can be a great asset to athletic programs, they can also pose challenges for athletic directors.

1. Establish clear guidelines: Athletic directors should establish clear guidelines for booster clubs, outlining what they can and cannot do, how they should operate, and how they will be held accountable. These guidelines should be communicated clearly to all booster club members, coaches, and administrators, and should be reviewed annually to ensure they are still relevant and effective.
2. Foster strong relationships: Athletic directors should work to foster strong relationships with booster clubs, building trust and open lines of communication. This can help to avoid misunderstandings or conflicts that can arise when booster clubs operate independently of athletic departments. Athletic directors should also strive to recognize and appreciate the contributions of booster clubs, showing gratitude and respect for their efforts.
3. Provide training and support: Athletic directors can help booster clubs operate more effectively by providing training and support. This may include workshops on fundraising, event planning, or financial management, as well as access to resources such as templates for budgets or event planning documents. By providing booster clubs with the tools they need to succeed, athletic directors can help ensure that they operate in a way that supports the goals of the athletic department.

“Booster clubs play a vital role? in supporting our sports programs. Leading & managing these boosters requires a collaborative & strategic approach that aligns with the goals & values of our school community. Let's work together to build strong & sustainable booster clubs that foster a culture of engagement, transparency, & accountability. By communicating clearly, empowering our volunteers, and leveraging their skills & resources." ~Scott Garvis C.M.A.A.

Lack of Support from Administration

Some athletic directors feel that their work is undervalued and that they are not given the resources and support they need to do their job effectively. This can lead to burnout and frustration, and ultimately impact the success of the athletic program. Here are three strategies that athletic directors can use to address this issue:

1. Build Relationships with Upper Administration: Athletic directors should make an effort to build positive relationships with upper administration. This can include meeting with them regularly to discuss the athletic program and its needs, sharing success stories and data that illustrate the program's impact, and collaborating with them on initiatives that benefit the entire school community. By building a strong rapport with upper administration, athletic directors may be able to secure additional resources and support for their program.
2. Advocate for the Athletic Program: Another strategy is to advocate for the athletic program within the school and the community. This can include creating a strategic plan for the program that outlines its goals and objectives, communicating regularly with parents and other stakeholders about the program's successes and challenges, and seeking out partnerships with local businesses and organizations that can provide additional resources and support. By raising awareness and visibility for the program, athletic directors may be able to secure more support from upper administration.
3. Use Data to Make the Case: Athletic directors should also make use of data to demonstrate the impact of their program. This can include tracking participation rates, academic performance, and other indicators of success, as well as collecting feedback from student-athletes, coaches, and parents. By using data to make the case for the program, athletic directors can show upper administration the importance of investing in athletics and the positive impact it can have on the entire school community.

"As an athletic director, What is your Why?? I understand the challenges that can arise from a lack of support from administration. However, I believe that by harnessing our passion, dedication, and resourcefulness, we can demonstrate the value of our programs and the positive impact they have on our community. By staying focused on our mission and working together, we can overcome any obstacle and achieve the success that our student-athletes deserve." ~ Scott Garvis C.M.A.A.

Recruiting and Retaining Quality Coaches is a Key Concern for Athletic Directors

One of the most significant challenges for athletic directors is recruiting and retaining quality coaches. Without quality coaches, athletic programs may not be able to achieve their full potential, and student-athletes may not have the guidance and leadership they need to succeed both on and off the field. Here are six strategies that athletic directors can use to improve their recruitment and hiring of quality coaches:

1. Establish clear hiring criteria: Athletic directors should develop a clear and comprehensive set of hiring criteria for coaching positions. These criteria should include both the technical skills and experience required for the job, as well as the coach's ability to work with student-athletes, parents, and other members of the athletic department.
2. Offer incentives: Some schools have found success in offering signing bonuses or paying teachers who coach for three years. This approach can help attract high-quality coaches who may be hesitant to take on additional responsibilities.
3. Recruit former players: Head coaches who recruit former players can be an effective way to build a strong coaching staff. These individuals have a deep understanding of the sport and can be motivated to give back to the program that they were a part of.
4. Look for candidates within the school: Hiring coaches who already work in the building can be a cost-effective way to bring in quality coaches. These individuals are already familiar with the school culture and can provide a level of continuity that outside hires may not be able to match.
5. Develop a robust recruitment process: Athletic directors should develop a recruitment process that allows them to identify and attract the best candidates for coaching positions. This process may include advertising job openings on relevant websites, networking with local coaches and athletic departments, and reaching out to coaches at the collegiate and professional levels.
6. Build relationships with local coaching communities: Athletic directors should build strong relationships with local coaching communities to better understand the coaching landscape in their area. By establishing relationships with local coaches and athletic departments, athletic directors can gain valuable insights into potential coaching candidates and build a network of trusted resources.
7. Provide professional development opportunities: Athletic directors should provide ongoing professional development opportunities to coaches to help them improve their skills and stay up-to-date with the latest trends and techniques in their sport. This may include attending coaching clinics, participating in online courses, or providing access to coaching resources and materials.
8. Offer competitive compensation and benefits: Athletic directors should offer competitive compensation and benefits packages to attract and retain top coaching talent. This may include offering bonuses for longevity, and offering flexible practice and game scheduling.
9. Foster a positive and supportive work environment: Athletic directors should create a positive and supportive work environment for coaches that promotes open communication, collaboration, and teamwork. By fostering a positive culture within the athletic department, athletic directors can help coaches feel valued and motivated to succeed, which can ultimately benefit student-athletes and the entire athletic program.

“Recruiting and retaining quality coaches is essential to the success of our sports programs. Coaches are not only mentors and role models for our student-athletes, but also ambassadors in our school community. By providing professional development, recognition, and resources, we can empower our coaches to reach their full potential and make a positive impact on our student-athletes and school culture." ~ Scott Garvis C.M.A.A.

Lack of Support from Maintenance, Facility, & Grounds staff

This can have a major impact on the success of athletic programs, as these staff members are responsible for ensuring that facilities and equipment are in good working order for practices and games. When these individuals do not prioritize athletic programs or are not available to address issues, it can create major challenges for athletic directors.

1. Develop relationships and lines of communication: Athletic directors should take the time to build relationships with maintenance, facility, and grounds staff members. They should meet with them regularly to discuss any concerns or issues and work together to find solutions. By developing open lines of communication, athletic directors can ensure that staff members understand the importance of athletic programs and the impact that they have on the school community.
2. Provide training and resources: It is important for athletic directors to provide training and resources to maintenance, facility, and grounds staff members. This may include workshops or classes on maintenance and repair techniques specific to athletic equipment and facilities. Athletic directors should also provide staff members with the necessary tools and equipment to properly maintain and repair athletic facilities and equipment.
3. Recognize and appreciate staff members: Athletic directors should recognize and appreciate the hard work and dedication of maintenance, facility, and grounds staff members. This can include publicly acknowledging their contributions at school events, providing incentives for exceptional performance, and offering opportunities for professional development and advancement.

“The role of our maintenance, facility, and grounds staff play in creating a safe and functional environment for our athletes is vital in the safety of our athletes. However, in the face of struggles in this area, we must remember that our true measure of success lies not in the obstacles we face, but in the determination and perseverance we demonstrate in overcoming them. Let us lead by example, fostering a culture of collaboration, communication, and respect, and working together to achieve our goals despite any challenges that may arise." ~ Brent Buttjer

Recruitment and Retention of Volunteers | Event Workers

Another challenge facing athletic administrators is finding event workers for games and tournaments. This can include scorekeepers, timekeepers, announcers, and other event personnel.

1. Create a list of reliable volunteers: Athletic directors can reach out to parents, alumni, and community members to create a list of reliable volunteers who can help with events. They can also advertise for volunteer positions on social media and other platforms to attract new volunteers.
2. Provide training and support: Athletic directors can offer training sessions to volunteers to help them understand their roles and responsibilities. They can also provide support during events to ensure that volunteers have what they need to perform their duties.
3. Offer incentives: Athletic directors can offer incentives such as free admission to games or other perks to volunteers who work a certain number of events. This can help motivate volunteers to continue helping out.

“Recruitment and retention of volunteers and event workers is essential to the success of our programs. It's not just about filling roles, but about building a community of dedicated and passionate individuals who share our vision and values. Let's work to create a culture of appreciation, recognition, and support for our volunteers and event workers. By nurturing these relationships, we can attract and retain the best talent, and ensure that our events are executed with excellence and impact." ~ Brent Buttjer

Lack of student-athletes buy-in, to dedicate themselves, and be committed to their respective sports programs

When athletes don't show up to practices, put in the work, or support their teammates, it can be frustrating for coaches, ADs, and other staff members.? Improving athlete buy-in, dedication, and commitment requires creating a culture of accountability, fostering a sense of community, and providing support and resources. By implementing these strategies, athletic directors can help athletes reach their full potential and contribute to the success of their sports programs. Here are three strategies that athletic directors can use to improve athlete buy-in, dedication, and commitment:

1. Develop a culture of accountability: One of the best ways to improve athlete commitment is to develop a culture of accountability. This means setting clear expectations for athletes and holding them accountable when they don't meet those expectations. Coaches and ADs should communicate the importance of dedication and commitment to their athletes and emphasize how these traits contribute to team success. They should also establish clear consequences for athletes who don't show up to practices, games, or team events.
2. Foster a sense of community: Another strategy for improving athlete buy-in is to foster a sense of community within sports programs. This can be accomplished by organizing team-building activities, encouraging athletes to support each other, and creating a positive and inclusive team culture. When athletes feel connected to their teammates and coaches, they are more likely to be committed and dedicated to the team's success.
3. Provide support and resources: Finally, athletic directors can improve athlete buy-in by providing the necessary support and resources to help athletes succeed. This might include providing access to training facilities, hiring qualified coaches, and offering sports-specific training programs. ADs should also ensure that athletes have access to proper equipment and safety protocols. By providing athletes with the resources they need to succeed, athletic directors can help them feel more committed to their sport and team.

"In sports comes not just from physical talent, but also from mental fortitude and dedication to the team. It takes a collective effort from every student-athlete to fully buy-in, commit themselves, and work towards a common goal. Remember, it's not just about the individual performance, but rather the team's success as a whole. Embrace the process, trust in your coaches and teammates, and give it your all every day. The results will speak for themselves." ~ Scott Garvis C.M.A.A.

Low Participation in Sports Programs

This can be due to a variety of factors, including competing activities, lack of interest, and insufficient resources. However, there are several strategies that athletic directors can employ to improve participation rates and increase interest in their programs. Here are three possible strategies:

1. Focus on promotion and marketing: Athletic directors can work to increase participation by focusing on promotion and marketing of their sports programs. This can include creating engaging social media posts, hosting open houses and tryout sessions, and sending out regular newsletters to parents and students. By raising awareness and generating excitement around their programs, athletic directors can attract more interest and encourage more students to participate.
2. Encourage multi-sport participation: Another strategy that athletic directors can use to increase participation is to encourage multi-sport participation. Many students may be hesitant to commit to a single sport due to concerns about burnout, injury, or boredom. However, by emphasizing the benefits of multi-sport participation and working with other coaches and programs, athletic directors can help students find a balance between their various interests and develop well-rounded skills.
3. Offer alternative sports and activities: Finally, athletic directors can increase participation by offering alternative sports and activities that may be more appealing to students. This can include less traditional sports such as ultimate frisbee, disc golf, or crossfit-style training programs. By diversifying their offerings and providing options that cater to a wider range of interests and abilities, athletic directors can help to draw in more students and keep them engaged in their programs.

“I believe that every student has the potential to benefit from participating in sports, regardless of their level of experience or ability. By? promoting the value of education-based athletics, and creating opportunities that engage and inspire all students by offering a range of programs that reflect our students' interests and needs, we can increase participation, foster a sense of belonging, and enrich the lives of our student-athletes." ~ Brent Buttjer

Official Shortage, Recruitment and Retention of Officials

Finding and retaining officials is another major challenge facing athletic directors. Here are three strategies that can help address this issue:

1. Set a pay scale: Associations can set a pay scale for officials to help attract and retain officials. This approach can also ensure that officials are being compensated consistently across the state for their time and effort.
2. Encourage community involvement: Athletic directors can encourage community members to get involved in officiating. Schools can offer training sessions, workshops, and mentorship programs to help individuals become more comfortable with officiating.
3. Develop an officials pool: Athletic directors can work with other schools to develop a statewide pool of officials. This approach can help ensure that there are enough officials available for games and can make scheduling easier for athletic directors.
4. Create a recruitment program: One effective strategy is to create a program that targets prospective officials. This can involve reaching out to local schools, colleges, and even businesses to find people who may be interested in officiating. Additionally, some states have programs in place that help to train and certify new officials. These programs can be a valuable resource for athletic directors looking to recruit new talent.
5. Offer incentives: Athletic directors can also offer incentives to prospective officials. These might include financial rewards such as a stipend or bonus for working games, or other perks like free admission to events or access to training and development programs. These incentives can help to attract more people to the profession and encourage them to stay involved over the long-term.
6. Foster a positive culture: Finally, creating a positive culture around officiating can also help to recruit new officials. By promoting the importance of the role that officials play in the success of athletic events, and emphasizing the value of fair play and sportsmanship, athletic directors can help to create an environment that is attractive to potential officials. Additionally, fostering strong relationships between officials and coaches, athletes, and fans can help to build trust and respect, making it more likely that officials will continue to work games and events in the future.

“The shortage of officials is a critical issue facing education based athletics. It's not just about filling positions, but about ensuring that we have qualified and dedicated officials who uphold the integrity and fairness of our games. Let's work together to recruit and retain officials by creating a supportive and rewarding environment that recognizes their contributions and encourages their growth. By investing in our officials, we can strengthen our sports programs and build a culture of excellence and professionalism that benefits everyone involved." ~ Brent Buttjer

Student Sections and Fan Behavior during athletic events has become a growing concern for athletic directors

Poor sportsmanship and disrespectful behavior can have a negative impact on the game, the athletes, and the overall culture of the school. By implementing these strategies, athletic directors can create a positive and respectful sports culture that encourages good sportsmanship and positive behavior among students, parents, and other spectators.

1. Education and Communication: Athletic directors can provide education and communication to students, parents, and other spectators regarding expectations for behavior at athletic events. This could include sharing codes of conduct, posting signs, making announcements, and providing training for student leaders.
2. Positive Reinforcement: One way to encourage positive behavior is to offer positive reinforcement for good sportsmanship. This could include recognizing student sections and individuals who exhibit appropriate behavior, offering incentives for good behavior, and creating a culture of positive reinforcement.
3. Consequences for Inappropriate Behavior: In order to deter inappropriate behavior, there must be consequences for those who engage in it. This could include ejection from the game, suspension of attendance at future games, and even legal consequences for particularly egregious behavior.
4. Increased Security: Athletic directors can work with school administration and law enforcement to increase security at games. This could include more police presence, security cameras, and trained security personnel to monitor and address inappropriate behavior.
5. Peer Monitoring: Athletic directors can work with student leaders to create a peer monitoring program. This program would involve students monitoring the behavior of their peers and reporting inappropriate behavior to school officials. This would create a culture of accountability and discourage negative behavior.
6. Engage Parents: Athletic directors can work to engage parents in addressing negative behavior. This could include parent-teacher conferences, parent meetings, and parent education sessions focused on creating a positive sports culture.

“The importance of creating a positive and safe environment for our student-athletes, fans, and spectators. While student sections and fan behavior can present challenges, let's view them as opportunities to educate, engage, and elevate our school culture. By setting clear expectations, promoting sportsmanship, and encouraging inclusivity, we can create a vibrant and enthusiastic atmosphere that reflects the best of our school spirit. Let's work together to make every game an unforgettable experience for everyone involved." ~ Scott Garvis C.M.A.A.

Lack of Financial Resources and Budgeting

Another critical issue facing athletic directors. Rising costs of officials, transportation, and equipment can strain already tight budgets, making it difficult to provide a comprehensive athletic program. To address this issue, athletic directors can consider the following strategies:

1. Conducting a thorough review of the athletic department budget: Athletic directors should take a close look at the athletic department budget to identify areas where costs can be reduced or reallocated. This may involve prioritizing spending on essential items like safety equipment or finding ways to reduce transportation costs.
2. Seeking out alternative funding sources: Athletic directors can explore grants, fundraising opportunities, or partnerships with local businesses to generate additional revenue for the athletic department. They can also work with booster clubs or other community organizations to help raise funds for specific projects or initiatives.
3. Developing a long-term budget plan: Athletic directors should develop a comprehensive budget plan that accounts for both short-term and long-term needs. This can help ensure that the athletic program remains financially sustainable and that funds are allocated in a way that supports the program's overall goals.

There’s nothing like the excitement surrounding a high school sporting event. Upgrading your fundraising efforts starts with conveying that passion—and explaining the market it can bring—to local businesses. ~ Scott Garvis C.M.A.A.

Lack of Transportation

Transportation is a critical issue for high school athletic programs, as it is necessary to have reliable transportation to get athletes to games and competitions. However, finding and retaining qualified bus drivers can be a challenge for athletic directors. Here are three strategies that can be implemented to improve transportation for athletic programs:

1. Partner with local Rental Car or transportation company: One solution is to partner with local transportation companies to provide suburbans, cars, and drivers for athletic events. Many companies have the resources and staff to provide safe and reliable transportation for student athletes, and they can often offer competitive pricing. Athletic directors can work with these companies to establish contracts for regular transportation services, which can help ensure that buses and drivers are available when needed.
2. Recruit and train new bus drivers: Another strategy is to recruit and train new bus drivers specifically for athletic events. This can involve reaching out to the community to find individuals who are interested in driving for sports teams, and providing them with the necessary training and certification. Many school districts offer training programs for bus drivers, and athletic directors can work with district officials to develop a program that focuses specifically on the needs of athletic programs.
3. Provide incentives for drivers: To retain bus drivers, athletic directors can offer incentives such as school gear, activity passes, and recognition for outstanding service. By creating a positive and supportive work environment, athletic directors can help ensure that drivers are motivated to provide safe and reliable transportation services for student athletes. Additionally, offering incentives can help attract new drivers to the program, as they will see that the district values and rewards their contributions.

"Let's come together as a community to explore alternative transportation options and find creative solutions to ensure that every student-athlete has the opportunity to participate in their respective sports programs. Remember, where there's a will, there's always a way. Let's keep pushing forward and never give up on our goals." ~ Brent Buttjer

Finding Time to Lead vs. Manage Athletics

?Athletic directors often find themselves bogged down with day-to-day management tasks, leaving little time for them to lead their programs. They struggle to find time for professional development, creative thinking, and reflection, which are all essential to running a successful athletic program. In this section, we will discuss some of the strategies that athletic directors can use to find time to lead and manage their programs effectively.

1. Prioritize time management: The first step is to prioritize time management. This means organizing tasks based on their level of importance and their deadline. The use of a to-do list can be helpful in keeping tasks in order of priority. By doing so, it will be easier to identify which tasks require immediate attention and which ones can wait.
2. Schedule reflection time: Schedule regular reflection time on the calendar, allowing the athletic director to reflect on the program's strengths and areas for improvement. Reflection time can also be used to consider new ideas and innovations to be incorporated into the program.
3. Professional development opportunities: Finding time for professional development is essential for athletic directors. Investing time and resources in attending professional development events, seminars, and conferences, can help enhance the athletic program's operations and effectiveness.
4. Delegate tasks: Delegation is key when it comes to time management. Delegating tasks to trusted and competent individuals can free up time for athletic directors to focus on strategic initiatives.
5. Use technology: The use of technology can be a time-saver for athletic directors. By implementing scheduling software, communication tools, and data management systems, ADs can streamline processes, enhance communication, and gain more time for strategic thinking.
6. Seek assistance: Finally, athletic directors can seek the assistance of other departments, such as IT, finance, or marketing, for support in managing specific aspects of their programs. Collaborating with other departments can improve efficiency and effectiveness, allowing for more time for the athletic director to focus on strategic initiatives.

Digging out of the Trenches

Finding time to lead and manage a successful athletic program can be challenging for athletic directors. However, by prioritizing time management, scheduling reflection time, investing in professional development, delegating tasks, using technology, and seeking assistance, athletic directors can find the time to lead their programs effectively. This will help improve the quality of the athletic program and provide student-athletes with the best possible experience.

Being an athletic administrator comes with a host of challenges that require skill, dedication, and creativity to overcome. From managing budgets to dealing with difficult parents and improving fan behavior, there is no shortage of issues that athletic administrators must navigate. However, with the right strategies in place, athletic administrators can effectively manage their programs and create a positive environment for student-athletes, coaches, and the community. By prioritizing professional development, building strong relationships with staff, and utilizing resources available, athletic administrators can improve their ability to lead and manage their programs successfully. While the challenges may be daunting, it is the tireless work of athletic administrators that makes it possible for student-athletes to have a rewarding and fulfilling athletic experience.

Athletic Directors Please reach out to Brent Buttjer or Scott Garvis C.M.A.A Garvis if you ever need any resources or tools to help you in your role as an athletic administrator.