AD 360 — "How a Great Athletic Director to Coach Relationship Unlocks Your Program's Potential"

Podcast Host: PlayOn Sports
Date: January 27, 2026
Guests:

• Greg Vandermade (Host, Former Athletic Director)
• Scott Rosenberg (Co-host, Former Athletic Director)
• Brandon Derek (Head Football Coach, Frederica Academy, Georgia)

Episode Overview

This episode dives into the crucial dynamic between high school Athletic Directors (ADs) and coaches, exploring how strong relationships can unlock a program’s true potential. Featuring long-time head football coach Brandon Derek, the discussion traverses daily operations, communication best practices, resource management, the impact of analytics, and the evolving coaching landscape. The conversation is a must-listen for administrators, coaches, and anyone invested in high school athletics leadership.

Key Discussion Points & Insights

1. Foundations of a Great AD-Coach Relationship

[02:09 – 04:11]

• Consistent Communication: Brandon describes a relationship built on daily check-ins—“We pretty much meet every morning and it’s not about anything. It’s just checking in on each other, see how everybody’s doing and what we need.” (Brandon Derek, 02:34)
• Mutual Respect: Emphasis on open dialogue and understanding each other's parameters. Coach Nash, Derek’s AD, values coach input and brings collegiate/NBA experience that aids mutual understanding.

2. Time, Boundaries & Preventing Burnout

[05:14 – 07:38]

• Implicit Boundaries: While emergencies are addressed anytime, there's a mutual understanding about respecting personal time, especially after hours.
• Organizational Discipline: “Most of the time, I wake up at 4 o’clock in the morning worried about my organizational skills.” (Brandon Derek, 05:14)
• On Setting Limits: Derek even gives players a curfew for communication—“Don’t send me anything after 9:30... if you’re in trouble or whatever, call me.” (06:49)

3. Fostering Input, Ownership & Evolution

[09:12 – 15:11]

• Encouraging Opinions: Derek stresses the importance of non-“yes men” assistants—“I want somebody that’s going to be like coach, we need to be doing this, we need to be doing that.” (09:12)
• Adapting to Change: “You better evolve with change or you’re going to get left behind.” (09:48)
• Student-Centered Approach: Even players and trainers contribute ideas. The value of relationships with and between kids is repeatedly emphasized.

4. Building & Sustaining Winning Cultures with Limited Resources

[15:11 – 20:22]

• Small Program Challenges: Derek has coached with as few as 19 players. Relationship-building is essential in such close-knit environments.

• Resourceful Support: Robust fundraising efforts, parent involvement, and administrative backing have enabled facility upgrades and nutrition programs.

  Notable Moment:

  “I’m like, hey, we’re going to spend $15,000 on food... to feed these guys for 25 weeks and make sure that they’re getting a certain amount of protein.” (16:28)

• Holistic Program Support: Football’s success is leveraged to uplift the entire athletic department, sharing resources and focusing on communal growth.

5. Budgeting Realities & Advice

[20:22 – 25:09]

• Success-Driven Funding: “If you’re successful in athletics, the budget gets expanded…” (20:22)

• Transparency & Altruism: Derek’s approach is to candidly discuss needs with the AD and share resources with other sports when able.

• Fiscally Responsible Leadership: Prioritizes the welfare of the entire department, recognizing athletic synergy.

  Notable Quote:

  “If I’ve got my money…and my restricted money, I go down and buy the hurdles or I go buy stuff for…which I had to get club. We got softball started. I helped buy their uniforms...” (22:47)

6. The Proliferation of Analytics & Digital Tools

[27:13 – 36:18]

• Film Study for All: Technological tools streamline operations for even small teams. Example – daily filmed practices, rapid digital “cut-ups,” cloud-based analytics, and remote collaboration with current/former coaches.

  Memorable Exchange:

  “I've got like three computer monitors up in here and everybody’s downloading the film... they send out texts, say, ‘Hey, look at the film. Boom. Get it corrected.’” (27:49)

• Equity in Storage & Data: The team uses MaxPreps Advantage for unlimited video storage and analytics. Access to years’ worth of film “levels the playing field” for small schools.

  Notable Quote:

  “…the unlimited storage piece... really brought some equity to schools in terms of…size not making such a difference in budget.” (33:39 - Scott Rosenberg)

• Impact on Coaching Workflow: Automated stat-tracking, easier breakdowns, and collaborative review save hours and boost efficiency. Players themselves access analytics to study opponents and self-improve.

7. Trends in Coaching & Evolving Expectations

[39:01 – 47:15]

• Changing Communication & Generation Gaps: “When I was playing high school football, you could grab somebody over the face mask and, you know, chew somebody out...I think it’s the approach [that has changed].” (39:27)
• The Challenge of Instant Gratification: “Kids love that instant gratification… But...there’s no substitute for work.” (39:57)
• Values-Based Leadership: Derek focuses on developing life skills, not just winning games—“My job is not to go win a state championship. My job is to make you a better young man... a community leader.” (41:30)
• Leadership Culture: Seniors are expected to lead; culture is built from the top down.
• Coaching Success = Holistic Growth: Derek values student development—academic monitoring, personal feedback, resilience, and “teaching life lessons.”

8. Advice for Athletic Directors

[47:15 – 49:01]

• Listen & Value Coaches’ Input: “I think they [ADs] listen to them. Value their opinion… every sport has their own trials and tribulations.” (47:15)

• Protect Coaches’ Time: Time management is fundamental; respecting boundaries includes supporting the entire staff efficiently.

• Shared Tools & Solutions: Highlighting digital platforms that save time benefits all sports.

  Notable Quote:

  “How do you spell love? T-I-M-E. How much time do you want to spend with somebody...” (48:50)

Notable Quotes & Memorable Moments

• On Communication

  “We pretty much meet every morning and it’s not about anything. It’s just checking in...”
  — Brandon Derek, 02:34

• On Evolving

  “You better evolve with change or you’re going to get left behind.”
  — Brandon Derek, 09:48

• On Holistic Impact

  “My job is not to go win a state championship. My job is to make you a better young man...”
  — Brandon Derek, 41:30

• On Coach Burnout and Boundaries

  “Don’t send me anything after 9:30... if you’re in trouble or whatever, call me.”
  — Brandon Derek, 06:49

• On Shared Success

  “Winning breeds winning. As one program wins... everybody else looks at you and is like, I want one of those too.”
  — Scott Rosenberg, 25:09

• On Protecting Time

  “Time is money... How do you spell love? T-I-M-E.”
  — Brandon Derek, 48:50

Segment Timestamps

• [02:09] — Foundations of the AD-Coach relationship
• [05:14] — Boundaries & time management
• [09:12] — Openness to input, evolution, and leadership
• [15:50] — Resources and administrative support
• [20:22] — Budgeting advice and strategies
• [27:13] — Analytics, digital tools, and efficiency
• [39:01] — Coaching trends and changes over decades
• [47:15] — Advice from coach to athletic directors

Overall Tone & Takeaways

The discussion is candid, collegial, and full of practical wisdom—veteran coach Brandon Derek shares lessons from nearly three decades as a high school coach, infused with humor and frankness. The hosts add insights from their AD backgrounds, making the episode equally relevant for aspiring and seasoned athletic leaders.

Key takeaways:

• Open, consistent, and informal communication is foundational.
• Respect for personal time and boundaries prevents burnout.
• Leadership means fostering input, evolving with the times, and serving the whole.
• Digital analytics have revolutionized coaching at the high school level.
• A successful program elevates all sports and the broader school community.
• The primary role of both coaches and ADs is to help student-athletes grow as people.

For listeners seeking practical strategies and fresh perspectives on leadership in high school athletics, this episode of AD 360 provides actionable insights and the experienced voices of professionals who “get it.”