John Snelson, Athletic Director and Head Football Coach at Dickinson (TX) ISD, shares his approach to running a successful football program. Highlighting the structure of weekly practices, he explains how his team stays sharp, disciplined, and playoff-ready.
With open enrollment, school choice, and mid-season moves, athletic directors now must handle transfers at the intersection of compliance, communication, and student support.
For new athletes, transfers, and incoming freshmen, feeling welcomed and supported matters more than playing time. Those first impressions often determine whether they stay, grow, or step away.
When an injured player wants to return too soon, when a coach’s behavior must be addressed, when a weather call has no perfect answer, or when a parent demands an exception that can’t be given, these moments test an AD’s judgment, values, and resolve.
From symbols rooted in local history to characters who create unforgettable memories, mascots bring school spirit to life.
Sleep is the most powerful recovery tool an athlete has—but it’s also the one most often neglected. For high school ADs, teaching athletes how to rest may be just as important as teaching them how to play.
When athletics work hand-in-hand with academics, arts, and student organizations, it unites the entire school under one shared vision.
By defining clear expectations, communicating them early, and celebrating positive examples, ADs create a culture of respect that makes every game a reflection of shared values, not just the final score.
From digital ticketing and real-time security tools to streamlined staff communication, today’s athletic directors have powerful technology that streamlines game day operations.
When high school athletic directors clearly define values, communicate consistently, and align coaches under one vision, it turns separate teams into one thriving department.
