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Who’s the Customer?

February 18, 2014

“If you ask your board, ‘who are your customers?’, you are likely to hear a lot of comments and no consensus.” That’s what I heard a speaker say to a group of association leaders last summer; and it has set me on a course of asking different groups this question: “Who is/are the MHSAA’s customers?” We allow respondents to allocate up to 100 points so they can give weight to their responses. Here’s what I’ve learned so far.

The board of directors of the Michigan Interscholastic Athletic Administrators Association (MIAAA) rated athletic directors as the top customer of the MHSAA (by a wide margin), followed in order by student-athletes, coaches and officials.

By an even wider margin, the MHSAA Student Advisory Council named student-athletes as the MHSAA’s top customer, followed by athletic directors and coaches tying for a distant second, and officials an even more distant fourth.

And the MHSAA’s governing body, the Representative Council, agreed that student-athletes are the top customer. Athletic directors were second, coaches third and officials fourth.

I suppose that when we ask audiences of coaches or officials or principals or others who they believe is or are the MHSAA’s customer(s), there will be some variation in the order of things. But I think we can already discern a comfortable pattern so far: everyone puts a premium on student-athletes. And that’s as it should be.

The MHSAA is unique among the state’s educational groups – we’re not an association of school boards only, or superintendents only, or principals only, or athletic directors or coaches or any other single group. We’re an association of schools, undertaking to represent all those groups and student-athletes themselves.

Seeking Serious Solutions

April 13, 2018

Too much time is being spent on season-ending tournaments, and too little time on the regular season, and practice, and making sports heathier, and promoting student engagement, and the role of sports in schools.

There are exceptions, of course.

  • The Michigan High School Athletic Association Soccer Committee is a rarity, expressing that there may be too much competition and not enough practice and rest in school-based soccer.

  • The MHSAA Competitive Cheer Committee is constantly looking for the right balance of athleticism and safety – a blend that will challenge the best and grow the sport among the rest.

  • The MHSAA Junior High/Middle School Committee is tackling large, tough topics and beginning to make culture-changing proposals to carry the brand of school sports to younger students.

These are examples of the conversations of which all school-based sports leaders must have much more.

Because our standing committees have often failed us and spent too much time on matters of too little consequence, the MHSAA has often resorted to special task forces or work groups to help get necessary things done.

  • This is how Michigan got ahead of the curve on the length of football practices and the amount of contact. A task force was appointed when the football coaches association and the MHSAA Football Committee were ineffective.

  • Years ago, it wasn’t a standing committee but a work group that brought us the eligibility advancement provision for overage 8th-graders.

  • That’s how cooperative programs came to our state.

  • That’s how we got coaches education started, and it’s how we extended coaches education to apply to more coaches on more topics.

  • This is how we are making progress now – a Task Force on Multi-Sport Participation, and a Work Group on the Transfer Rule.

We need more of this – small groups diving deeply into topics over multiple meetings. Educational athletics has significant problems that require serious solutions, and new strategies for seeking those solutions.