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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.

Physical Literacy

April 26, 2016

Dr. Tony Moreno has been on the faculty of Eastern Michigan University since 2004, and he has worked with the Michigan High School Athletic Association coaches education program since 2000. He met recently with the MHSAA’s Task Force on Multi-Sport Participation. This paraphrases some of what he shared:

  1. Young people who do not learn physical literacy (learn how to solve movement problems), are less likely to be physically active and, therefore, less likely to be physically fit (and more ultimately costly to society).

  2. Specialization leads to silos of ability that hinder competence and confidence in other activities, and these deficits last a lifetime. Sports done right creates a culture of problem-solvers.

  3. Research is inconclusive if specialization is the path to the elite level of sports, but it is conclusive that specialization is the path to chronic, long-term negative effects.

  4. The root of today’s problems is the loss of physical education from schools. The result today is “privatized PE” available for the “haves” (not the “have-nots”). It’s a free market, capitalized experience for those able to pay for it; but it’s no longer just for country club sports, but all sports, and it’s even coming to football (7 on 7).

  5. Those who want to reintroduce multi-sport participation or return schools to the center of the youth sports experience must learn how to compete with non-school, commercial offerings for the hearts and minds of parents and coaches, which is where the “cash and control” of youth sports resides.

  6. To educate means “to draw out.” Our purpose in school sports is to draw out the hidden abilities in youth and help them build confidence and competence to become healthier problem-solvers. Specialization is an expensive health issue for society that balanced participation can help to mitigate.