Leading Through Change: How I Guide Athletic Departments Through Uncertainty, Transition, and Transformation
Change is inevitable in college athletics. Programs evolve, leadership shifts, budgets fluctuate, conferences realign, and student-athlete expectations grow every year. Through it all, the most important role of an Athletics Director is to provide clarity, direction, and stability when uncertainty becomes the norm.
Throughout my career, I’ve led departments through coaching transitions, facility overhauls, fundraising restructuring, strategic plan launches, and cultural resets. What I’ve learned is that people do not fear change—they fear uncertainty. My job is to replace uncertainty with transparency, confidence, and a clear sense of purpose.
1. People Want Honesty More Than Perfection
When transitions happen, I communicate early and often. Staff, coaches, and student-athletes deserve to know what is happening and why. I’ve found that even difficult news becomes manageable when delivered with honesty, empathy, and clarity.
Transparency transforms anxiety into trust.
2. Alignment Prevents Confusion and Builds Energy
Change creates natural tension, but alignment eliminates fragmentation.
I work closely with:
Coaches
Administrators
Student-athletes
Faculty
Donors
Senior leadership
to ensure everyone understands where the department is going and how their role fits into the big picture. Alignment brings pace, and pace brings progress.
3. Culture Is the Anchor During Transition
In times of change, culture becomes the stabilizing force. Leaders must reinforce:
Expectations
Standards
Communication habits
Accountability
How we treat each other
What we represent as a department
If culture is healthy, you can navigate any transition.
4. Decisions Must Be Principle-Based, Not Pressure-Based
When pressure increases, leaders must resist making reactive decisions. I rely on a decision-making framework that prioritizes:
Ethical considerations
Long-term impact
Student-athlete experience
Institutional values
Strategic vision
Pressure fades. Principles last.
5. Celebrate Progress to Sustain Morale
Change is exhausting for teams. Small wins matter. I highlight:
Staff efforts
Academic achievements
Fundraising milestones
Facility improvements
Competitive growth
Student-athlete success stories
Recognition keeps departments moving forward with optimism and energy.
Leadership Through Change Builds Stronger Departments
When handled well, change does more than move a department forward—it strengthens identity, creates resilience, and brings people together. I believe the best leadership is revealed not during calm seasons, but during transitions.
And every transition is an opportunity to elevate an entire program.
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
Look at these two articles from my experience at St. John Bosco:
https://www.dr-brian-wickstrom.com/articles/st-john-bosco-student-centered-leadership-wickstrom
https://www.dr-brian-wickstrom.com/articles/st-john-bosco-operational-excellence-wickstrom
