June 23, 2025 • Athletic Administration

Results from Coach & A.D.’s 14th annual athletic directors survey

Where are all the qualified coaches? How do athletic directors deal with problematic fans? What concerns athletic directors most about the industry?

These are a few of the questions we answer in our 2024-25 State of the Industry survey of high school athletic administrators — the 14th year in which we’ve conducted this nationwide survey. This year’s report offers a unique glimpse into the challenges athletics directors face daily and offers a look at some of the new issues popping up in schools, including a rise in finding proper staffing for events as well as qualified coaches.

This survey provides some perspective on the challenges and opportunities that exist in high school athletics. It also provides direction for Coach and Athletic Director, as we base our content throughout the year on the report’s findings.

This year’s survey examines spending, fundraising, program management, and other critical components of high school athletics.

Here are the results from the 14th annual Coach & Athletic Director State of the Industry survey.

What’s On Your Mind: A Five-Year Snapshot

Here’s our annual ranking of the most concerning issues for high school athletic directors compared with how they ranked in previous years. Percentages represent athletic directors who said they were at least moderately concerned about that particular issue.

Top 5 Sports Added in the Last 3 Years

Girls Bowling (28.2%)
Badminton (26.3%)
Rugby (23.1%
Boys Bowling (17.9%)
Archery (17.3%)

In Their Own Words…On Identifying and Retaining Quality Coaches

“We partner with local sports organizations to get referrals of experienced coaches. During the identification process, we emphasize the importance of character and integrity in addition to coaching expertise. For retention, we offer flexible work arrangements and a chance to be involved in school-wide sports development initiatives.”

“Create a positive and cooperative working environment, so that coaches can feel the support and warmth of the team.”

“We have an alumni referral program. Our former athletes often know other qualified coaches in the field. When identifying coaches, we also assess their ability to adapt to different learning styles of students. To keep them on board, we provide regular performance-based bonuses and recognition for their achievements.”

“Good working environment, establish a clear promotion mechanism, provide training and learning opportunities, [and] complete sports facilities.”

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“We want our program to be a landing spot, not a stepping stone. We work hard to handle the logistics so that coaches can spend time focusing on the students.”

“Internally: establishing trusting relationships. Externally: networking, using online networks to market coach openings, marketing.”

“Not easy. Now hiring coaches who may not have the necessary experience but want to be involved in high school athletics. They want to learn. However, finding these individuals is few and far between.”