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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.

What is Educational Athletics?

May 20, 2016

In an effort to be even better at something the Michigan High School Athletic Association already does well, MHSAA staff spent four hours with the leader of the Massachusetts Interscholastic Athletic Association, Bill Gaine, who is one of the nation’s most passionate advocates for teaching people what “educational athletics” means and how to actually educate students through school sports.

Here is how the MIAA answers the question: “What is educational athletics?”

  • Interscholastic athletic competition is an extension of the classroom and an educational activity that provides outstanding opportunities to teach life lessons.

  • Through participation in such programs, young people learn values and skills that help prepare them for the future.

  • Leadership, goalsetting, teamwork, decision making, perseverance, integrity, sacrifice, healthy competition and overcoming adversity are inherent in the interscholastic athletic framework and also support the academic mission of schools.

  • Student-athletes earn the privilege to participate by succeeding academically, and the resulting positive outcomes continue far beyond graduation.

  • These programs exist to prepare young men and women for the next level of life, not the next level of athletics.

  • Wins are achieved through athletics by developing successful athletes and teams, but more importantly, wins are achieved through the educational experience by developing successful and responsible students, leaders and community members.

  • The positive educational outcomes of interscholastic athletics do not happen by chance. They happen because teacher-coaches and school administration adopt an intentional and purposeful approach to the interscholastic athletic experience.