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.
Better Business
June 10, 2016
Maybe someday corporations that are generating increasing revenue by wringing money out of a decreasingly active population will realize that it would be a better business plan to promote more physical activity among what has now become the majority of young people – those who are not frequently active.
I am encouraged that “someday” may be coming soon when the symbol of business – The Wall Street Journal – features an article on the dangers of sport specialization that is too early and intense. The article promotes the benefits of balanced participation among youth.
In the May 17 issue, author Ben Cohen wrote this about NBA MVP Stephen Curry:
“Curry is already the most popular NBA player among kids. His approval ratings these days are close to ice cream’s. There was once a time when children wanted to be like Michael Jordan. Now they want to be Curry. But following his example doesn’t mean they have to grow up as the best shooter who ever lived. It may be as simple as dabbling in other sports when they’re still young.
“That’s because Curry is also the poster child for a saner approach to youth athletics. In an age of hyper-specialization, Curry has reached the pinnacle of his sport by doing the exact opposite. He played basketball, but he also played some baseball, football, soccer and basically everything else in a sport buffet. What worked for Curry, experts say, could work for everyone.
“As sports scientists continue to study how elite athletes develop, many of them have come to the conclusion that early specialization is the wrong approach. In the last five years, the American Medical Society for Sports Medicine, the American Academy of Pediatrics and the International Olympic Committee have published research supporting the position that children should sample different sports, rather than picking one too early.
“They have found that specializing in one sport at a young age is unnecessary and may even be unhelpful. Early focus on one sport – and only one sport – can increase the risk of overuse injuries and raise the potential for burnout. It also robs impressionable athletes of a diversity of experiences that can benefit them as they develop both as athletes and adults. The final argument against specialization may be the most obvious of them all: It’s not as fun.”
There’s much more to what Cohen writes, and we have posted on our Health & Safety page. Here is the link.