Athletic Director: The importance of setting clear expectations

Coaches play a key role in transmitting sporting values and objectives to players. As an athletic director, it’s essential to work with them from the start of the season to set clear guidelines on how expectations are to be communicated to players and parents. This includes sporting goals, expected behaviors, and how to handle the unexpected. Your role is to support coaches by providing communication tools and organizing regular meetings to ensure that everyone is moving in the same direction.

Clear communication with the coaches strengthens their leadership and creates an atmosphere of respect and discipline within the teams, while enabling them to better manage the challenges that may arise throughout the season.

Parents are essential partners in the success of school sports programs. As athletic directors, it’s essential to communicate expectations about their role to them early in the season. This includes information on commitment policies, schedules, and how they can support their children without interfering with the coaches’ work.

Well-informed parents can be invaluable allies, particularly in providing logistical support or helping out at sporting events. By clarifying their role and responsibilities, you help to maintain a harmonious relationship between coaches and families, while avoiding the frustrations that can arise from a lack of communication.

Misunderstandings and conflicts can quickly emerge if expectations are not well defined. As an athletic director, you need to ensure that everyone involved – coaches, players and parents – is aligned with the season’s objectives and methods. Setting up regular communication mechanisms, such as meetings or digital tools to centralize information, is crucial to avoid misunderstandings.

By establishing these practices from the very start of the season, you reduce the risk of tensions and give yourself the means to intervene quickly should problems arise, ensuring a smoother, more productive season.

As the season progresses, it can happen that players show signs of becoming less motivated or less attentive. As a sports manager, it’s essential to encourage coaches to regularly reiterate the goals and expectations set at the start of the season. This reminder allows players to recall what motivated them to embark on the adventure from Day 1. By evoking these initial motivations, coaches can help athletes regain their momentum and passion for the sport. By emphasizing expectations in terms of effort, discipline and progress, coaches reinforce group dynamics and encourage renewed commitment throughout the season.