341. Grant Freeman - From 3 High Schools to 2 - Building Culture from the Ground Up

When a school district undergoes one of the most significant transformations in its history—shutting down three long-standing high schools to create two brand-new campuses—strong leadership becomes essential. In this episode of Coach 360: Beyond The Game, Coach Grant Freeman, Athletic Director at Wichita Falls ISD, shares the pivotal role that character, relationships, and culture play in leading through change.

Coach Freeman, a lifelong educator and coach, unpacks how his personal upbringing, the lessons he learned from his father, and a transformational leadership philosophy helped him guide coaches and athletes through a historic district-wide transition. Whether you're facing a program rebuild or want to cultivate a player-led culture, Coach Freeman’s experience offers a playbook on how to lead with purpose.

 

Key Takeaways

• Transformational vs. Transactional Leadership: Freeman emphasizes the importance of focusing on transformation—building people—rather than just checking off tasks.
• Building Culture During Transition: Leading Wichita Falls ISD through the consolidation of three schools into two required intentional culture-building and trust across unfamiliar teams.
• The Three E’s Framework: Freeman’s leadership philosophy centers around Effort, Execution, and Everybody—ensuring all stakeholders are aligned and moving in the same direction.
• Focus on Relationships First: In any program shift, relationships are the foundation. Freeman prioritized team-building among coaches and athletes who had never worked together before.
• Effort Is the Equalizer: Regardless of background or skill level, Freeman believes every student and staff member can control their effort—and that’s where excellence begins.
• Practical Character Building: Coaches model and teach what effort and leadership look like beyond the field—whether it’s picking up trash in a hallway or showing up to class on time.
• Filtering the Noise: In today’s digital world, leaders must help athletes and coaches discern genuine support from distractions.
• Tangible Sportsmanship Training: The Texas Way initiative turned abstract ideas of sportsmanship into teachable, repeatable actions for students, coaches, and even parents.
• You Are Not Alone: Freeman encourages coaches to lean on mentors and resources like 2Words Character Development when navigating challenges in leadership and program development.

 

Memorable Quotes

“We focused on being transformational instead of transactional.”

“Effort is the one thing everybody can give—regardless of skill or role.”

“The Texas Way gave us a landing spot for sportsmanship. It made a mythical creature tangible.”

“The most important thing coaches need to know is you are not alone.”

“You find out who’s running with you halfway down the track—that’s your team.”

“Coaches must walk with their kids beyond the field to teach character.”

“Culture change isn’t about resumes—it’s about personalities that fit the mission.”

“We’re not just merging schools. We’re merging people, values, and purpose.”

 

CONTACT COACH FREEMAN: [email protected]

 

COACH 360 IS PRESENTED BY: 2Words Character Development

Interested in connecting or taking the next step with 2Words Character Development? Let us know! Email Colton Leonard at: [email protected]

Visit http://www.2words.tv/preview to learn more and for a free week of the curriculum.

 

JOIN 2WORDS ON SPORTSYOU

Interested in regular encouragement on the SportsYou platform? 2W has a dedicated page on sportsYou where we share encouragements for coaches and athletes 2-3 times a week! Click here to join our sportsYou page. Use the access code C4CB-DN5T when prompted. 

 

The Texas Way Sportsmanship Initiative

Interested in registering for The Texas Way? Join the initiative at: www.PlayTheTexasWay.com

 

COACH 360 IS SPONSORED BY: ProMaxima

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