USTFCCCA CEO Sam Seemes Delivers Stirring Address During Opening Session Of 2024 Convention

Here is USTFCCCA CEO Sam Seemes’ speech in its entirety from Opening Session of the 2024 USTFCCCA Convention in Orlando, Florida.

Today we gather – collegiate coaches, junior college coaches, high school coaches – united by our dedication to track & field and cross country. In this unprecedented era of collegiate athletics, we must examine our role as stakeholders in securing the future of our sports.

While many of you might view today’s message as primarily affecting NCAA Division 1, I want you to understand, the ripple effects of what’s happening at that level will impact everyone in this room.

Therefore, this is one of the most important conversations that we will ever have. The decisions and actions that follow our discussion today potentially will echo through our sport for generations to come.

I want to focus on four critical words that will frame our discussion: THREAT, VALUE, CHANGE, AND EXPOSURE. Each deserves our full attention, as together they tell the story of where we are, and more importantly, where we must go

THREAT:

Let me be blunt: Our sports are under siege. Not in some distant future, but right now. The threats are real and immediate:
– Shrinking opportunities for student-athletes
– Vanishing budgets
– Disappearing scholarships
– Reduced coaching positions
– Complete program elimination
– Replacement by sports perceived as more valuable

If you think I’m being an alarmist, wake up. Every headline, every report, every analysis of collegiate sports points to an uncertain future for programs beyond football and basketball.

How did we get here? Through collective inaction. While stakeholders buried their heads in the sand, our foundation eroded. University Presidents, tasked years ago with controlling athletic spending, instead accelerated it beyond sustainability. The NCAA and its membership, comfortable in its status quo, failed to adapt. And yes, we in track & field and cross country must look in the mirror – we’ve failed to position our sports for the future by resisting change at every opportunity.

VALUE:

The metrics of value in collegiate athletics have fundamentally shifted. Most of us entered coaching believing in the intrinsic value of mentoring young athletes, using sport as a vehicle for education and personal growth. These values – once the cornerstone of collegiate athletics – have been superseded by revenue generation, TV ratings, and marketability.

Let’s be crystal clear: Nothing is guaranteed anymore. Our sport’s place in collegiate athletics is not a birthright. Yes, we have the highest participation numbers. Yes, we’re among the most diverse sports on campus. Yes, we produce exceptional graduation rates. But here’s the harsh reality – participation numbers and diversity statistics may make for good public relations, but behind closed doors, they’re not driving decisions.

What’s driving these value decisions today? Let me be specific:
– Media rights revenue
– Donor engagement
– Social media impressions
– Attendance figures
– Corporate sponsorship

Simply put, our sports do not measure up in these areas.

CHANGE:

The path forward demands transformation. Not incremental adjustments, but fundamental change in how we conduct our sports. And let me be clear – change means changing. Not talking about change. Not planning to change. Actually changing NOW.

I see some uncomfortable faces in the audience. Good. We should be uncomfortable. Comfort is what got us here.
Consider this: While we’ve been conducting competitions the same way for years, other sports have revolutionized their presentation to become more consumable products for institutions and the public.

I challenge each of you: Are you willing to commit to change for the betterment of our sports? Will you make decisions not just for your team or yourself, but for the collective future of track & field and cross country?

If you’re waiting for your institution, conference, NCAA, USATF, USOPC, World Athletics, or Congress to fight this battle – stop waiting. They won’t save us. We must save ourselves.

EXPOSURE:

The first step toward survival is revolutionizing how we present our sports to the public. We must package our competitions in an engaging, consumable format that excites audiences and attracts broadcasters.

Let’s be honest: All-day meets with endless time trials don’t engage the public and never will … nor with cross country meets with “tempo runs”. We need competitions with clear narratives, dramatic moments, and real stakes.

The time for comfort is over. We’re not just competing with football and basketball anymore – we have been outmaneuvered by other sports in your athletic departments that have embraced change and adapted to modern demands.

Our path forward is clear but challenging:
1. We must create tangible value for our institutions
2. We must implement meaningful change in how we operate
3. We must prioritize the spectator and viewer experience
4. We must revolutionize how we present our sport

The choices ahead won’t be easy. They’ll require courage, creativity, and yes, compromise. I’m asking you to approach these challenges with an open mind – not just about what needs to change, but about how you personally can be part of that change.

Smart choices rarely feel comfortable in the moment. They often require us to let go of what’s familiar, and that is not easy. But smart choices, made with careful consideration and an eye toward the future, are what our sport desperately needs right now.

As you leave this room today, I hope you’ll carry with you not just a sense of urgency, but a sense of possibility AND responsibility. The future of track & field and cross country isn’t written yet, but the window of opportunity is closing. With open minds and willing hearts, we can write that future together.

The choice is yours: Will you be part of the solution, or will you watch from the sidelines as our sports fade into irrelevance?