10 Qualities of Successful Athletic Directors

Effective athletic administrators help make a coach's job easier and a lot less stressful. But, poor administrators could be a big reason why coaches choose to leave their programs.

Are you looking to be more effective as an administrator and create better relationships with your coaches? Here are 10 qualities all Athletic Directors need to have to be successful in 2025 and beyond.

10. Visionary 

Be an Athletic Director who has an inspiring vision for the sports programs at your school or organization. Being able to develop and communicate your vision for the future will motivate your coaching staff and rally everyone together. Having a vision will also show your enthusiasm and care for the wellbeing of the programs not just to your coaches, but to the entire community.

9. Advisor

Be an Athletic Director who provides feedback to the coaching staff. Most people in general crave feedback and evaluation so they know if they are doing well or if there are areas for improvement. And your coaches are the same! They want someone who recognizes good, and poor, performance and who then encourages them to continue developing. Let your coaches know about professional development opportunities like coaching clinics, conferences, or even books and podcasts to help them be the best version of themselves. 

Accountability also goes hand in hand with feedback and development. Set goals and continue to check in with your coaches to show them that you care, and that you’re a resource for them.

8. Resourceful

Another quality of a successful Athletic Director is being able to be resourceful. Provide your programs with the proper funds or provide them with ideas and resources to help fundraise for those funds. As part of your resourcefulness, being connected with the school and the community can play a big part in funding for sports. Don’t be afraid to tap into and effectively utilize the different financial resources that may be available.

7. coach at heart

Coaches want an Athletic Director who has been in their shoes. They want to have someone who understands exactly what obstacles, frustrations, and pressures that come with coaching. If you have experience with losing seasons, injuries, and overbearing parents lean into those experiences in your role!

If your coaches don’t know this side of you, show them. Create a space where they can be seen, heard, and know that they have someone on their side. Showing your athletic side and not just your administrative side can be a big key to success as an Athletic Director.

6. Communicator

You know what they say, communication in key. Strive to have solid communication with your coaches, the administrative staff, and others in your school or organization. Keep everyone up-to-date and stay on top of what activities and events are going on. Not only will your coaches trust you, your communication will present a positive image of the Athletic Department to  the school and community.

5. Honest

 Be an Athletic Director who is honest and ethical with the coaching staff. Sticking to your word and following through with actions and plans will make you respected by your coaches. Make it known that you prioritize the best interests of the athletes.

4. Fair

Everyone has a favorite sport and you might even have some that you prefer over others. But, another quality of a successful Athletic Director is being fair to all programs. Show that you care about all of the sports and strive to treat coaches and players as fairly and equally as possible. 

Avoiding favoritism will keep your coaches, and community, from resenting you.

3. Organized

 Juggling schedules, travel, expenses, paperwork, and so much more for all of your sport teams isn’t easy, but staying organized will help you be effective and successful in your role. If you find it hard to get organized or stay focused during limited amounts of time, check out these Time Management Tools and Techniques.

2. Active Listener

Coaches prefer ADs who listen to them. And not just someone who listens to them vent, but someone who is available whenever they need and not just by appointment. Create a space where your coaches feel comfortable, but also actually listen to them so you can provide suggestions or an outside perspective to help whatever situation they’re dealing with.

1. Supportive

The biggest quality of being a successful Athletic Director is being supportive. Coaches don’t want to feel like they are always being judged or critiqued, they simply want to know that someone supports them. Whether it’s losing streaks, slumps, and upset wins or new practice ideas, program processes, or fundraisers, encouraging your coaches makes a big difference.

We hope that you can take these 10 qualities into the New Year for more success in your Athletic Director role. If you are looking for more resources for you and your coaches check out Dr. Dish’s Coaches Corner.