Shifting the Culture of a School’s Athletics Program
Enid (Oklahoma) High School has a rich tradition in athletics, music, performing arts and activities. Over the years, there have been multiple state championship teams in multiple sports and activities. And several players have even gone on to have historical post-high school careers.
At some point, however, there was a significant decline and emphasis on culture, pride, tradition and character. Consequently, the program’s success diminished over time. In recent years, however, a comprehensive shift in the culture has taken place. The implementation of the motto “Live the Creed” has now re-established and re-invigorated a positive culture not only in the athletic program but the entire high school.
The “Live the Creed” mentality is based on a longstanding tradition at Enid High School originally called the Plainsmen-Pacer Creed. This creed was once the foundation for a successful culture at the school, and it is now once again being used to help restore a strong sense of tradition and pride at the school.
Developing a healthy team culture is crucial in athletics and fine arts activities. Successful programs develop strong cultures that define the specific program as well as its collective commitment. Embracing these “commitments” sets the standard that will separate the program from all others.
In the early stages of the culture shift, it was important not to rush into the development of the collective commitments. Those decisions impact the program’s long-term success and, therefore, should be well-planned and well thought-out.
Making one-dimensional changes to a program will not stand the test of time. So, an effective process needed to be followed. The process helped guide the team – and the program – in making decisions, and agreeing on commitments, based on multiple factors that would positively impact the entire program.
First Steps
Look in the Mirror. When a shift in culture is necessary, there are several steps that must take place to create buy-in. All parties (administrators, teachers, parents, coaches and athletes) should have specific, well-defined roles that they are responsible for during this process.
Shifting the culture of any organization is an arduous task. Culture, in and of itself, is a series of habits. And, as we know, change is hard for some. Many people prefer to do things the way they have always been done. And to make a shift in culture, there must be a change in mindset.
One of the first steps in the Enid High culture shift was assessing the current culture of the program (then beginning a discussion about what needed to change). An honest evaluation of the current staff was also paramount to success. Brutal honesty can be hard for some people to hear and to accept. But it must occur in order to improve.
In toxic programs, the culture includes coaches with fixed mindsets who view student-athletes as the problem, rather than the purpose. Acknowledging the need for change is arguably the most important turning point in a culture shift. Once a program acknowledges the need for change, it can then begin to build back on a solid foundation.
Establishing the Non-Negotiables
Along with the evaluation of each individual program, there was also an evaluation of the bigger picture. The following questions were asked: “What are the overall goals and expectations of the entire athletic program?” and “What are the expectations of the supporters?” There needed to be consistency with the overall mission, vision and goals of the district. And there needed to be similar expectations of excellence in order to increase the chance of all programs succeeding.
Once it was determined which members of the team were fully on board, only then could the program begin to have discussions about identifying the athletic program’s “Championship Traits.” These traits needed to be in place to set the tone before anyone could expect positive change…or championships.
The parameters for the “Championship Traits” were to include common values, core attitudes and similar beliefs/standards that the athletic department wanted to see developed in the program. When those “Championship Traits” were established by team members, students were then more likely to abide by them and more likely to help instill them in others. These standards created what is now the foundation of the new culture at Enid High School.
Once the need for change was accepted, it was easier to identify the direction the team needed to go. The Championship Traits were the foundation that the program would stand on moving forward and the ones that students would follow in both good times and bad times. The traits, created and agreed upon by those directly involved, ended up accelerating progress during the process of the culture shift.
Be Intentional
Early in the process, identifying what success (or change) looked like was a vital piece of the puzzle. Victories on the scoreboard would most certainly not be the first thing experienced. So, what was it that should be realistically expected during the early phases of a culture change?
In highly successful programs, there is a culture in place that is functioning at a high level. Athletes and coaches are focused on proper development, as opposed to a focus on winning. As Mike Leach once said, “You’re either coaching it or allowing it.” The focus must be on teaching and coaching communication skills and relationship building – along with a special emphasis on continuous learning for all. Only then will the victories begin to come.
Everyone in the program should be coached up to be competitive, caring and positive, while also holding all student-athletes (and coaches) to the highest standards. Established expectations for coaches, parents and athletes were then clearly defined and clearly communicated to all stakeholders. During the early phases of the culture change, everyone was intentional in their teaching and the coaching of the culture expectations. If there was not deliberate intentionality, every day in every way, then the cultural shift could not effectively take hold.
Big Picture
The Enid athletic departmental believed athletics to be a vital part of the total educational program. It emphasized a “student first” philosophy and, as a result, built the program around self-controlled issues that had an impact on student success. There is now a strong focus on Character, Intensity and Attitude – all areas that are within everyone’s control.
Coaches began to teach athletes about ways to handle their emotions in intense situations. There is now an expectation that student-athletes have the confidence to get involved, to try, to fail, and…to succeed. These lessons help build resilience in young people and set students up to be successful in all aspects of life and in the many different situations they may have to go through. It adds a framework – and the skills necessary – to become a champion in every walk of life.
Bring it All Together
It is critical, when developing goals for a culture shift, that they are aligned with those of the campus and the district. At Enid Public Schools, the superintendent has just three non-negotiables:
Always keep the students’ best interest at heart;
Be professional at all times; and
As problems arise, follow the chain of command in solving those problems.
In changing the culture of the athletic program, Enid High tried to stay consistent with all three of those non-negotiables. Coaches, parents, teachers and community members were encouraged to model the behavior that we wanted to see from student- athletes. That included everything from being on time to answering emails in a timely fashion. It even went as far as setting the expectation that coaches show up to games for other sports too… in order to show support for all student-athletes. That way, the coaches, parents, teachers and community members were setting the tone for the expectations of the students and for helping EHS positively shift the culture of the program.
The adults did the unrequired work and sought continuous improvement. They “coached” each student-athlete toward developing an inside-out mentality, knowing that they must be deliberate in developing and/or maintaining the desired culture shift. Involving all stakeholders, and aligning all goals and expectations, were key aspects in shifting the culture in a positive direction.
Investing In Programs and Appreciating People
The positive culture shift within the EHS program was assisted by a very supportive administration, Board of Education and community. Over the past 12 years, the taxpayers of Enid, Oklahoma approved bond packages totaling almost $200 million. A good portion of that money went to improving athletic and activities facilities. By aligning the school district’s Strategic Plan, goals and objectives, the groundwork was laid that the community does, in fact, value and support extracurricular activities and wanted the best for their kids. Knowing that everyone is rowing the boat the same direction creates the opportunity to instill a very positive atmosphere, climate and morale. If a coach needs equipment, he or she knows that it will be available – as long as it is what is best for kids.
Along with the investment and support of the community, by providing money, facilities and equipment, the mental and emotional support for students (and coaches) was also provided, in what can often be a stressful profession. Coaches, sponsors, teachers, administrators, school board members and community members all know that they are valued and appreciated. And, as a result, when complaints do arise, coaches and athletes know that they will be supported.
Transformations endure, staff morale strengthens, and student learning rises in positive culture environment. If that positive culture environment is not already present, then it is necessary to begin to put the appropriate time, effort, energy and money into shifting that culture. When the focus is on people, events and positive experiences for students, then success will eventually breed more success.
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