“Failing to prepare is preparing to fail.” – John Wooden
I’m currently doing some consulting work with a small college on the West Coast, helping them build a brand-new athletics department—including the hiring of coaches for their programs.
As I’ve been reviewing resumes and cover letters, I continue to be amazed at how few coaching candidates know how to clearly talk about themselves as leaders. Even fewer can explain—clearly and confidently—why they want the job and what they plan to provide as the head of a college program.
A few weeks back, I wrote a blog walking aspiring college coaches through how to properly write and organize a coaching cover letter—one that demonstrates knowledge, purpose, and intentionality. If you missed it, you can read it here:
👉 https://coachmattrogers.com/4-keys-to-a-significant-coaching-cover-letter/
This week, I want to focus on something that almost never shows up in applications—but absolutely should:
Your first 90 days.
Let’s be realistic. No 90-day plan ever unfolds exactly as written. Every job throws curveballs the moment you step into the role. But that shouldn’t stop you from clearly expressing your vision—either in your cover letter or as an add-on document to your application.
If you’re not telling the search committee what your plan is and why you’re the right person to execute it, you’re missing a valuable opportunity. A thoughtful 90-day plan can often supersede concerns about age, limited experience, or a non-traditional path.
Everyone has to start somewhere.
Your job is to show them why you’re ready to start here.
Build Your Army
No matter how experienced or talented you are, you can’t succeed at the college level by yourself. Your first responsibility is putting the right people around you.
Great programs are built by coaches who know they can’t do this alone—and plan accordingly.
Be prepared to answer:
- How will you put your staff together?
- How will you “re-recruit” current players and get them excited to stay instead of jumping into the portal?
- What is your plan for building out the roster?
- How will you integrate returning athletes with incoming freshmen and transfers?
- What tools, resources, and strategies will you use to recruit right-fit student-athletes to that institution?
- What is your timeline for completing your staff and your recruiting class?
This is leadership work—not administrative busywork.
Build Community Support
Once you have clarity around your staff and you’re on your way to building a roster, your next responsibility is understanding the people and departments that support your program.
Ask yourself:
- How will you build relationships within the athletics department?
- Where will you focus your early energy across campus?
Intra-campus relationships matter more than most coaches realize:
- Faculty
- Admissions and Financial Aid
- Residence Life
- Student Life
- Public Safety
- Food Services
- CFO, Controller, and the people responsible for the budget
And don’t overlook:
- How you’ll reconnect with alumni
- How you’ll build trust with boosters and supporters
You’re not just leading a team—you’re joining an institution.
Marketing, Fundraising, and Community Service
I don’t know many college athletic departments—at any level—where coaches aren’t expected to fundraise and friend-raise.
So be honest in your planning:
- What is your plan to raise money?
- What is your plan for the money you raise?
- How will you get fans in the stands?
- How will you grow your following—locally and regionally?
- What role will camps and coaching clinics play?
- How will you use social media with intention?
- How will you teach your athletes to be productive members of the community—on and off campus?
Programs that last are visible, invested, and connected beyond wins and losses.
Academics, Graduation, Retention, and Life After Sport
These areas could easily be separated, but they work best when they’re aligned.
Be ready to explain:
- How you’ll monitor each athlete’s academic progress
- How you’ll proactively keep grades high
- What you’ll do when an athlete starts to struggle academically
- How you’ll help athletes grow as people in the classroom and on the playing surface
- How you’ll guide them at the end of their college careers toward jobs, graduate school, or other meaningful next steps
This is where coaching turns into mentorship.
The Bigger Question
Is all of this achievable in your first three months?
Of course not.
But it is imperative that you demonstrate a birth-to-death model for your program.
Do you have a plan to:
- Get athletes to campus?
- Keep them engaged, supported, and developing?
- Remain a mentor and guide after they graduate?
This takes real thought and real preparation.
So ask yourself honestly—if you don’t have a plan for these areas, and you haven’t spent time thinking through how you want to lead at each stage, are you truly ready to run a college program?
The candidates who have done this work always stand out in interviews.
Will you?
I’ll be cheering for you.
Continue the Journey
If this blog resonated with you, there are several ways to continue learning, sharpening your approach, and preparing yourself to lead with intention.
📚 Books & Recruit’s Journals
My books and companion Recruit’s Journals are designed to help coaches, athletes, and families think clearly, plan intentionally, and take ownership of their journey.
👉 https://coachmattrogers.com/books
✍️ Weekly Blog
Each week, I publish practical, experience-driven blogs on coaching, leadership, recruiting, and the college journey.
👉 https://coachmattrogers.com/blog
🎙️ Podcasts
You can listen to in-depth conversations with college coaches, athletic directors, and leaders from across the country on both podcasts:
- Significant Coaching Podcast
- Significant Recruiting Podcast
👉 https://coachmattrogers.com/podcast
🚀 Significant Recruiting Launchpad
The Launchpad is a step-by-step resource built to help recruits and families organize their process, communicate effectively with coaches, and stay grounded in what matters.
👉 https://coachmattrogers.com/significant-recruiting-launchpad
🧠 Recruiting & Coaching Strategy Sessions
If you want personalized guidance—whether you’re a coach preparing for a job search, a recruit navigating the process, or a family trying to make informed decisions—you can schedule a free strategy session with me anytime.
👉 https://calendly.com/mrogers_significantcoaching/schedule-with-coach-matt
No matter where you are in your journey, my goal is simple: help you think clearly, prepare intentionally, and lead with confidence.
I’ll be cheering for you.
