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.
Football Participation
June 13, 2017
Each summer, the Michigan High School Athletic Association issues several news releases that, together, help to inform us about the health of high school sports in Michigan. These include reports regarding participation and attendance.
The first of these releases will occur later this month when we report on participation and make comparisons to previous years. Later, there will be a report of how participation in Michigan compares to other states.
Without going into detail now, I’ll preempt the first release to provide its biggest news – football participation was down about five percent in grades 9-12 in 2016 compared to 2015.
The decline in number of schools sponsoring 11-player football is matched by the increase in schools sponsoring the 8-player game. So overall, the number of football schools is stable; but squad size is smaller.
Among other things, this predicts continuing growth in 8-player football, which expects approximately 60 schools this fall when the MHSAA 8-player tournament expands from one to two 16-team divisions.
The latest participation data also requires that those of us who love the game of football have much work to do; and that work has little to do with how either the 8- or 11-player tournament is conducted.
The focus needs to be on practice – including how early in August it begins and how much contact is allowed; the focus must be on personnel – including the importance of hiring on-staff teachers as coaches; and the focus must be on perceptions – including our narrative that our game has never been healthier for junior high/middle school and high school students and never more important for the unity and identity of schools and communities.
Like other sports, football is challenged by declining high school age enrollment, expansion in the number of sports offered by schools and increased single-sport specialization, as well as a largely misplaced concern for injuries.
On June 28, the leadership of the Michigan High School Football Coaches Association is convening a focus group to help identify the themes that resonate best with parents and who the most trusted people are to deliver those messages. This is an important effort.