Marketing Through Middle Schools

October 8, 2013

Often, when I’m not sure that a big change in a policy or procedure of the Michigan High School Athletic Association would be good or bad for school sports in Michigan, I ask myself:  “If we were creating the MHSAA for the first time today, would we do this? Would this change be what we do today?”

Applying this question to the subject of 6th-graders, I believe we would create an association and develop rules that would engage 6th-graders and serve them. Sixth-graders would not be orphans, but a part of the MHSAA, just as they are a part of most of our member school 7th- and 8th-grade buildings.

Young people are starting sports much younger today than 100 years ago when the MHSAA was created, or 50 years ago when the MHSAA was incorporated. If the MHSAA were created today to serve any students before 9th grade, I’m certain it would not leave out 6th-graders who are walking the same halls with 7th- and 8th-graders, and who have been playing competitive sports almost since the first day they starting walking at all.

Furthermore, I’m one of many with this opinion: the most important thing we can do to enhance high school sports is to grow junior high/middle school sports programs.

The earlier we disconnect young people from non-school sports and engage them in school-sponsored sports, the better our chances are of keeping high school athletic programs healthy, and the better our prospects are of keeping both participation rates and conduct standards high.

School sports is in competition for hearts and minds of young people. Our competition includes movies, jobs, cars, video games, boyfriends and girlfriends and club sports . . . especially club sports.

School sports needs to market itself better, and part of better is to be available earlier – much sooner in the lives of youth.

More contests at the junior high/middle school level and more opportunities for 6th-graders should be parts of our marketing strategies on behalf of educational athletics generally.

Software Development

August 8, 2014

In his book The Sports Gene, author David Epstein causes the reader to think about athletic performance as software more than hardware; and I believe this is even more important for us to consider in educational athletics.
In school sports, at least in most situations, we still believe that opportunity is for everybody, regardless of gene pool or body type. High school sports teams often have an eclectic mix-and-match look that defies each sport’s stereotype on other levels.
In school sports, coaches don’t select and sculpt the body type as much as welcome what comes to them and work to develop skills to overcome inherent shortcomings.
In school sports, we focus on the software more than the hardware on other levels as well.

We are concerned with character development more than physical development, on principles more than physiques. It’s the operating system we focus on, much more than the hardware.

We also judge success differently – more on intangibles than tangibles, more on heart and mind than trophies and medals.