Modern Leadership in Athletics: How I Adapt to Regulatory Changes, Evolving Student Needs, and the Future of College Sports

College athletics is undergoing one of the most transformational periods in its history. NIL reform, transfer flexibility, legal challenges, revenue-sharing conversations, and shifting conference landscapes have created a new era — one that demands leadership rooted not only in tradition, but in adaptability, strategy, and student-centered purpose.

Throughout my career, I have navigated multiple phases of collegiate athletics, and one thing has remained constant: leadership must evolve at the same pace as the industry. You cannot lead athletics today using the mindset of five or ten years ago. Student expectations have changed, external forces have changed, and the national conversation around college sports has changed. My focus has always been to understand the environment, anticipate what’s coming, and position the institution so it stays ahead of the curve.

To me, modern athletics leadership begins with one core idea: students deserve an experience that prepares them for life. Whether we’re talking about NIL, mental health, academic support, competitive excellence, or career development, student-athletes need infrastructure that helps them thrive. I have always prioritized well-being, education, and holistic development as a central part of athletics strategy.

NIL has been one of the most significant shifts. Rather than resisting change, I have focused on empowering student-athletes with the knowledge, support, and protection they need. NIL can strengthen programs when it is structured ethically. I believe in education first — helping student-athletes understand contracts, financial implications, brand responsibility, and long-term impact. With the right leadership, NIL becomes an extension of student growth, not a distraction from it.

I also believe that compliance and integrity must always anchor athletics decision-making. Regulatory changes come fast, and institutions must stay proactive, not reactive. I’ve learned to build strong internal processes that protect both the institution and the students. Transparency and consistency are essential, especially now.

Another defining element of modern leadership is communication. Today’s student-athletes want clarity and authenticity. Staff want direction. Donors want honest engagement. Presidents want accountability. Media wants accuracy. I’ve always made communication a strength of my leadership—whether through team meetings, donor conversations, press interactions, or cross-campus coordination.

Adaptability is another necessity. Whether navigating roster transitions, competitive pressures, or strategic realignments, leaders must make decisions rooted in both data and values. Athletics is unpredictable, and leadership requires steady temperament during highs and lows.

But even with all the changes, one truth remains: athletics continues to be one of the most powerful storytellers of an institution. Teams shape identity. Student-athletes shape community pride. Successful programs elevate enrollment, visibility, advancement opportunities, and national reputation.

As college sports evolves, I remain committed to leadership that puts students first, protects institutional integrity, embraces innovation, and supports competitive excellence. The future of athletics will belong to those who can adapt — and adapt with purpose.

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