Bush Legacy: Culture of Opportunity

By Doug Donnelly
Special for MHSAA.com

April 6, 2018

By Doug Donnelly
Special for Second Half

CHELSEA – For the first time as Chelsea High School athletic director, Brad Bush has to hire a football coach.

What’s more, he has the unenviable task of replacing himself.

“I would say that nobody cares more about Chelsea football than I do,” Bush said. “It’s important to me that we find the very best person we can.”

Bush has coached the Bulldogs for 21 seasons. But, his coaching background goes much deeper than that.

He played at Ypsilanti High School for Hall of Fame coach Bill Giarmo, graduating in 1988. After playing quarterback at Cornell University in the Ivy League, he returned to Michigan, graduating from Eastern Michigan University, and started coaching for Bill Kohn, another inductee to the Michigan High School Football Coaches Association Hall of Fame. Bush then went to East Kentwood to coach with Giarmo.

Through his own playing days, coaching with those legends of the game and absorbing everything he could from afar, Bush has developed an impressive culture at Chelsea.

“Friday nights in Chelsea are a big deal,” he said. “We want to keep that tradition.”

Bush became the varsity head coach at Chelsea in 1997. At the time, Chelsea had only two playoff appearances. Bush’s Bulldogs went 3-6 that first season. After that, Chelsea didn’t have a sub-.500 finish for 15 years. The Bulldogs have been kept out of the playoffs only once since 1998.

Chelsea has had only three head coaches since 1965.

“I’m fortunate,” Bush said. “I went for a few more years than the other guys. It’s a great place to coach.”

Temperance Bedford head coach Jeff Wood was an assistant with Bush at Ypsilanti during the 1990s and said he thought then that Bush was going to develop into a great head coach.

“We knew he was going to accomplish greatness, not only as a football coach, but as a father, husband and professional in education,” Wood said. “Brad has always won and lost with great class and dignity. He’s a true Hall of Famer.”

If Bush never coaches at Chelsea again, his lasting legacy might be that culture surrounding the Bulldogs program. It’s known for its large number of football players, from middle school through the varsity, and a system that ensures every student athlete on every team leading to the varsity will play in every game. Teams at the middle school, freshman and junior varsity levels all start 22 players each game – with no two-way starters. For a Class B/Division 3 school, that isn’t the norm.

“We’ve had the same philosophy for 20 years,” he said. “Everybody plays in every middle school, freshman and junior varsity game. That’s how we do it. We start 22 kids on every level. Our kids know they will have the opportunity to play.

“Every kid on every level is going to play in every game. On most nights, we play more kids than the other team has players.”

While every school loses some athletes, or potential athletes, along the way, Bush said this system helps maintain a student’s interest in the sport. Often, he said, a player who may not necessarily be a starter as a freshman will learn the game, develop and turn into a starter by senior year.

“We feel that, over time, with repetition and practice, a kid will become an expert at his position,” he said. “For us, this is a big piece. … That was my thing here. I didn’t invent it. I absorbed it, watched it at other places.”

It’s tough to argue with the results. Chelsea won or shared Southeastern Conference championships in 1999, 2000, 2001, 2003, 2004, 2006, 2007, 2008, 2011, 2012, 2015, 2016 and 2017. The Bulldogs won seven District championships during the Bush era and played in the 2015 Division 3 championship game, falling to Orchard Lake St. Mary’s at Ford Field

He said he learned how to build a program from Giarmo and how to coach a football team under Kohn. Bush was quick to credit his assistant coaches who have remained with the program for years and helped build the culture. He said the program has sacrificed win-at-all-cost at the lower levels with the goal of developing varsity football players.

“You have to manage it,” he said. “That’s why you need a great staff. We have been lucky here with a great, dedicated group of guys. They always have the ultimate goal in mind.”

Bush said he won’t hamstring the next coach into running his system, but anticipates whoever is hired will buy into the culture after seeing what it’s about.

“The next coach has to run it the way he wants to run it, but I do believe we have created a culture here and we’d like to maintain that. You want to hire the right person who is going to handle the kids the right way.”

In addition to coaching at Chelsea and leading the entire athletic program, Bush also is heavily involved in the Michigan High School Football Coaches Association as a past president, serves on the Michigan High School Athletic Association football committee and has served on the National Federation football rules committee. He’s coached in all-star games and is a true believer in high school sports.

His record at Chelsea is 169-60.

“I have great energy,” Bush said. “I love coaching. I have a great passion for it, but I also know when you need to do certain things. I felt this was just the right time for the athletic department and the football team. It wasn’t one thing that led me to this.

“I love the game. I’m going to be very much involved.”

Doug Donnelly has served as a sports and news reporter and city editor over 25 years, writing for the Daily Chief-Union in Upper Sandusky, Ohio from 1992-1995, the Monroe Evening News from 1995-2012 and the Adrian Daily Telegram since 2013. He's also written a book on high school basketball in Monroe County and compiles record books for various schools in southeast Michigan. E-mail him at [email protected] with story ideas for Jackson, Washtenaw, Hillsdale, Lenawee and Monroe counties.

PHOTO: Chelsea's Brad Bush coaches his team during the 2015 Division 3 Final at Ford Field.

As Football Launches Again, Reeths-Puffer Fueled for Fresh Start

By Geoff Kimmerly
MHSAA.com senior editor

August 9, 2021

MUSKEGON – A Reeths-Puffer running back tripped and plowed into the Kit Kat-shaped bags he was supposed to be hurdling Monday, and his teammates laughed. The offensive line coach wore a shirt, like line coaches always do, that read “No One Works Harder Than The Offensive Line.” The sun came out about halfway through, but the breeze kept the weather just right, and after a hands-in, all-together “R-P!” someone shouted, “I’ve missed that!”

The setting was as typical as could be for the first day of football practice at any high school across Michigan over the last many years … except for 2020.

Remember a year ago? When COVID-19 precautions meant little to no contact for the most contact-filled sport? When locker rooms were closed and footballs were wiped down after every snap? And the possibility of the season ending at any moment hung in the air?

“I was telling the team (last year) we could play our first game and the rest of the season could get canceled, so you don’t know,” Rockets senior lineman Marco Fields recalled. “The seniors only got to play half their season, and some got hurt.

“Now that we know we have a full senior season ahead of us, for us seniors, all we can do now is stay focused.”

Muskegon Reeths-Puffer footballIndeed, although there’s little debate that COVID-19 is still lingering, just about everything Monday at Reeths-Puffer felt differently from the first day of football practice a year ago. And although varsity head coach Matt Bird thought he might have an answer to what remained the same from 2020 … he really didn’t.

 “The same is … (searching for his thought)

“… that you are … (pause)

“Kids … (trailed off)

“Actually, I don’t feel that anything is the same,” he admitted. “Other than we have a football, and we have some things involved from that standpoint.”

Monday marked a fresh start for high school football across Michigan, after last season included multiple COVID-related delays before finishing up in late January – which followed also an abbreviated regular season during which the conversation was forced at times into much more serious topics than the highlights on the field.

But every first day of practice means starting anew. And when it comes to fresh starts, Reeths-Puffer is a great place to begin Fall 2021.

Start with Bird, something of a master when it comes to building from a clean slate.

Way back in 2000, he was an offensive assistant when Grand Ledge won the Division 1 championship, the only Division 1 title that’s been won by a Lansing-area team. Six years later, he took over the Comets program and debuted with back-to-back 3-6 seasons (which predictably didn’t go over too well) before rattling off 10 winning seasons over the next 12 including a Semifinals trip in 2015. That eventually led to a rarely-seen career move after the 2018 season – leaving an established power for a new challenge, as Bird took the Reeths-Puffer job and took on a program that was coming off a second-straight 5-4 finish but accomplished with just under 30 players on the roster.

Bird led his first Rockets team to another 5-4 finish in 2019 … and then 2020 hit. Reeths-Puffer finished 2-5, but all things considered there were plenty of positives to take away.

When practice started, Bird was just finishing up recovery from COVID-19. And despite the unpredictability the season promised, the varsity still managed to grow to 53 players. 

“As a coach you have to acknowledge it,” Bird said Monday, recalling 2020. “But the thing that is frustrating to me is you want to acknowledge it, but when you look at it everything was done so differently; it didn’t even feel like a season. At times you’d get started, then kicked back, then started and kicked back. We couldn’t do team dinners, we couldn’t do a lot of the bonding things we do as a group, and that hurt us.”

Monday was the beginning of another fresh start for the Rockets. Set aside that the great majority of COVID restrictions are off – the program is still emphasizing a number of hygiene and health-related concepts to help players avoid illness – and the football-related details provide plenty of excitement.

Muskegon Reeths-Puffer footballOn one hand, Reeths-Puffer still plays in the Ottawa-Kent Conference Green – which includes the winningest program in MHSAA history in Muskegon High, back-to-back Division 2 champion Mona Shores and powerful neighbors Zeeland West and East. Grand Rapids Union, Holland and Wyoming all provide some intriguing possibilities as well heading into the new season.

But Bird’s varsity roster looks to push past 50 again, with 20 seniors including four returning senior starters on both sides of the ball. Fields is a Division I-caliber college line prospect, and the sophomore class is shaping up to be special with 6-foot-7 Travis Ambrose of particular note.

“I know every coach says their sport is the best team sport, but there’s something about football where you’ve got 11 guys out there and everybody can contribute,” Bird said. “The 6-5 kid to the 5-7 kid, and you can find a way to make that come together. I’ve always been a big fan, where it’s ‘Tell me that we can’t do something, and let me prove that (we can).’ … We compete using our strengths rather than focusing on some of the things that we don’t have.”

And there are lessons learned last season which, despite its wildness, should pay off. For example, last year teams were forced to focus more on technique with contact cut down substantially, and then rely on technology to cut down on face-to-face conversation. On Monday, Bird was recording his quarterbacks’ footwork with a tablet so he could share the video later over Google Meet, the new norm in communication but something Bird considers a valuable teaching tool brought on by the last 18 months.

The players, for their part, could allow themselves to feel a little lighter than a year ago. Fields and his teammates got to have more fun this time. And they were able talk about the expectations and aspirations that always make the first day a special one.  

“I’ve heard people are expecting a normal Reeths-Puffer, and some say ‘Rocket failure again,’ which is just us going 2-5 or whatever they’re trying to say,” Fields said. “But I think we’re going to take this thing all the way.”

“This is normalcy, to an extent,” was Bird’s take on the day. “And it’s just really nice.”

PHOTOS: (Top) Reeths-Puffer running backs hurdle a series of bags during a busy first practice Monday. (Middle) Clockwise from top: Assistant coaches Jari Brown (left) and Jeff Uganski work with the linemen; senior Marco Fields (front, blue sleeveless shirt) is among those working on his form; varsity coach Matt Bird works with one of his quarterbacks and their receivers. (Below) Bird gathers with his team at the end of their first practice of the season. (Photos by Geoff Kimmerly.)