Better Every Day: The Power of Feedback and Reflection in Building Elite Athletic Programs
In the world of education-based athletics, progress doesn’t happen by accident. It’s built, brick by brick, on a foundation of purpose, reflection, and relentless pursuit of growth. As athletic directors, our job is not only to manage schedules, balance budgets, and keep the buses running on time—it’s to inspire a culture of excellence, empower the people around us, and lead with intentionality.
One of the greatest tools we have in that mission is feedback.
Recently, I was reminded of the transformative power of feedback by Zachary Michel @Teach_MrMichel on twitter. It is apparent that Mr. Michel is a passionate educator who understands the importance of data-informed leadership. His reminder struck a chord: when we take time to gather meaningful feedback, we open the door to growth not only for our programs, but for ourselves as leaders.
Today, I want to dive into why feedback is critical to our work, how it applies to athletic directors and our stakeholder communities, and how intentional reflection can elevate our programs to become what I like to call “bound for greatness.”
The Role of Feedback in the AD's World
Let’s face it—being an AD is like conducting an orchestra where half the instruments are still learning to play. You’re juggling administrators, parents, coaches, officials, bus drivers, booster clubs, and most importantly, student-athletes. Amid that chaos, it’s easy to slip into autopilot or focus only on putting out fires.
But when we take a step back, breathe, and actively seek input from those around us—parents, coaches, and students alike—we learn more about how our leadership is being received, where the pain points lie, and what opportunities we might be missing.
Let’s break down why feedback isn’t just a nicety—it’s a necessity.
1. Feedback Improves Performance
Just like a coach watching film on Monday morning, feedback gives us a clear picture of what’s working and what’s not. It illuminates blind spots and allows us to refine our strategies. As ADs, we often make hundreds of decisions in a week. Feedback provides clarity and focus, helping us avoid repeating missteps and double down on what’s effective.
Whether it's evaluating how we communicate game changes, the equity of our program offerings, or how well we’re supporting new coaches—data-driven insight leads to smarter action.
2. Feedback Fosters Growth and Development
You can’t grow if you don’t know where to grow. Self-assessment is powerful, but it’s incomplete. We need the voices of others to guide our development as leaders and to evolve our departments.
Are we mentoring our assistant coaches effectively? Are our programs inclusive and accessible? Are our vision and values being seen and felt on the ground?
These are questions we can’t answer in a vacuum. Feedback bridges that gap, helping us become not only better athletic directors—but better servant-leaders.
3. Feedback Enhances Motivation
When student-athletes, coaches, and even parents are asked for their honest input, something powerful happens: they feel heard. They feel valued. That, in turn, boosts morale, increases motivation, and strengthens loyalty.
A motivated team is an inspired team. And an inspired team becomes a community that pushes together toward excellence.
4. Feedback Strengthens Relationships
Our job is relational. No spreadsheet, calendar app, or slick graphic can replace the value of human connection. Asking for feedback—and truly listening—builds rapport, earns trust, and opens the door for honest conversation.
It tells your coaches, “You matter.” It tells your athletes, “I see you.” It tells your parents, “You’re part of this journey, too.”
And in times of conflict or crisis, those relationships become your safety net.
5. Feedback Improves Decision-Making
Leadership is not about making the most decisions. It’s about making the right ones.
Feedback enables that. It widens our lens, introduces new perspectives, and allows us to assess consequences and priorities more accurately. When you’re navigating complex issues—equity in program funding, staff changes, safety policies—the more informed you are, the more confident your decisions become.
6. Feedback Identifies Potential Issues Early
One of the greatest benefits of consistent evaluation is prevention. Feedback helps us spot cracks before they become chasms.
For example, an annual survey might reveal that a specific team is feeling unsupported or unsafe in their environment. That data gives you the chance to intervene early—coaching the coach, improving facilities, or addressing cultural concerns—before they result in athlete burnout, parent complaints, or worse.
7. Feedback Boosts Engagement
When people are invited to be part of the process, they become more engaged in the outcome.
Gathering feedback from your constituents—whether through annual evaluations, open forums, or anonymous surveys—creates a sense of shared ownership. It transforms the athletic department from a top-down operation into a living, breathing ecosystem where every voice has value.
8. Feedback Reduces Turnover
Athletic departments run on people. And people stay where they feel respected, supported, and appreciated.
Whether it’s retaining your coaches, strengthening student-athlete retention, or even supporting a fellow admin who’s on the edge of burnout—feedback helps uncover concerns before they become exit interviews.
9. Feedback Encourages a Growth Mindset
As ADs, we preach growth mindset to our athletes all the time. We talk about grit, resilience, and continuous improvement. But are we modeling it?
Inviting feedback—and acting on it—is how we walk the talk. It says, “I’m not perfect, but I’m committed to getting better.” And that mindset becomes contagious throughout the department.
10. Feedback Facilitates Performance Management
Let’s be real: without evaluation, you’re just guessing.
Whether you're evaluating head coaches, support staff, or even the effectiveness of your own leadership, a structured assessment system allows you to track progress, set goals, and offer meaningful support.
Performance management is not about criticism—it’s about alignment. Feedback ensures we’re all rowing in the same direction, with clarity and purpose.
A Call to Action: Introducing the Comprehensive Athletic Department Survey
This year, I’m proud to introduce a Comprehensive Athletic Department Evaluation Survey, designed with input from industry standards like the NIAAA Evaluation Criteria and grounded in real feedback from athletic leaders across the country.
This survey touches on the heart of our work:
- Philosophy, Mission, Vision & Core Values
- Educational Compatibility
- Mentoring & Staff Development
- Program Safety & Risk Management
- Communication, Access & Equity
- Budget & Fundraising
- Personnel & Program Assessment
- Technology
- Sports Medicine
- Innovation & Creativity
It’s not just a set of checkboxes—it’s a tool for transformational change.
And it’s not just for the AD. This survey will be distributed to stakeholders across the board: parents, student-athletes, head coaches, assistant coaches, and support staff. Because our athletic department is only as strong as the people who believe in it.
Final Thoughts: Be Brave Enough to Ask, Bold Enough to Grow
Leadership is not about having all the answers—it’s about having the courage to ask better questions.
So to my fellow athletic directors: embrace the process. Invite the feedback. Lean into the challenge. Whether you’re leading a high school powerhouse or launching your first program, there is always room to grow. Always a way to get better.
I’ll leave you with this: Great programs don’t happen by accident—they’re built on purpose, evaluated with honesty, and refined with courage.
Let’s keep building. Let’s keep reflecting. And let’s get better every single day.