Leading With Purpose: How Dr. Brian D. Wickstrom Builds High-Performing Athletics Teams
In an era when college athletics departments face unprecedented challenges—from NIL disruptions to competitive realignment to rising operational costs—leadership cannot be accidental. It must be intentional, strategic, and grounded in values. Dr. Brian D. Wickstrom has earned a national reputation for building high-performing teams rooted in purpose, accountability, and culture.
Wickstrom believes that great athletic departments are defined by the people inside them. His leadership philosophy focuses on empowering staff, aligning priorities, and ensuring everyone understands how their work advances the mission of the institution. He creates environments where coaches feel supported, staff feel valued, and student-athletes feel prioritized.
1. Clear Expectations & Shared Accountability
Wickstrom emphasizes clarity—clarity of goals, clarity of roles, and clarity of standards. Every team he leads knows exactly what success looks like and how to measure progress. This fosters accountability in a positive, empowering way that elevates performance without creating fear or burnout.
2. Strong Communication Channels
Wickstrom is known for transparent, honest communication with coaches, staff, donors, and university leadership. He creates systems that support collaboration instead of silos. This is especially critical in modern athletics, where fundraising, game operations, compliance, academic support, and NIL often intersect.
3. Investing in People
Great programs require great people. Wickstrom prioritizes:
Professional development
Staff mentorship
Coach support
Cross-department collaboration
Recognition of achievements
This approach builds loyalty, reduces turnover, and fosters a healthy workplace culture—something many athletic departments struggle to sustain.
4. Trust-Building Leadership
Wickstrom’s integrity and steadiness make him a trusted leader. His teams know he makes decisions based on the long-term good of the department and the university. His ability to balance urgency with patience allows him to keep programs moving forward even in complex environments.
A Foundation for Championship-Level Culture
Universities need leaders who understand the human side of athletics—who can elevate people as much as performance. Wickstrom’s leadership style produces committed staff, aligned coaches, energized donors, and student-athletes who feel supported and inspired.
It is this combination of purpose, strategy, and values-centered leadership that sets him apart as a transformative athletics administrator. To learn more about my background or read my other articles, click a link below:
https://www.dr-brian-wickstrom.com/about https://www.dr-brian-wickstrom.com/articles
Further Reading
• Leadership Through Personal Accountability
https://www.dr-brian-wickstrom.com/leadership-through-personal-accountability
• Ethical Leadership & Organizational Trust
https://www.dr-brian-wickstrom.com/ethical-leadership-accountability
• Executive Leadership Philosophy
https://www.dr-brian-wickstrom.com/executive-leadership-philosophy
