Emergence of Executive Roles in High School Sports: A New Era of Athletic Management
As financial investments in sports continue to surge and policies evolve rapidly, major collegiate athletic programs have increasingly adopted the role of general managers (GMs) to stay ahead of the curve. These GMs are tasked with scouting and recruiting top talent, managing name, image, and likeness (NIL) agreements, and fostering strong relationships with boosters and sponsors. This strategic approach has begun to influence the landscape of high school athletics, signaling a shift toward more professionalized management at the youth level.
High Schools Embrace Professional Management Strategies
In a notable move, Digital Pioneers Academy-a public charter school in Southeast Washington established in 2017 with a focus on computer science-appointed a GM for its boys’ and girls’ basketball teams in early June. The school selected Lawrence Moten, a native of Washington and the all-time leading scorer at Syracuse University, to fill this role. While other institutions, such as Oak Hill Academy in Virginia, have previously hired prominent figures like NBA legend Carmelo Anthony as co-GM, Digital Pioneers is among the first to implement this model at the high school level.
“The landscape of sports at all levels-high school, college, and professional-is undergoing significant transformation,” stated Mashea Ashton, CEO of Digital Pioneers. “Having Lawrence Moten onboard provides our students with invaluable guidance and insight, especially given the shifting dynamics and emerging opportunities in sports today.”
Defining the Role of a High School General Manager
So, what responsibilities does a high school GM undertake? According to Robert Harris, the school’s athletic director, the role involves coordinating logistics such as travel arrangements, scheduling games, and conducting thorough evaluations of prospective student-athletes. Harris emphasized that his decision to bring Moten on board was influenced by their shared history-Moten attended Archbishop Carroll High School alongside Harris-and Moten’s extensive experience as a college and professional athlete, along with his broad network within NIL and recruiting circles.
“Our goal is to build an athletic department that mirrors a college program, allowing us to develop student-athletes comprehensively while enabling coaches to concentrate on team performance,” Harris explained. This structure aims to prepare students for future athletic and academic pursuits by delegating responsibilities effectively.
Recruitment and Opportunities for Underserved Athletes
As a public charter school, Digital Pioneers has the advantage of recruiting athletes without the financial barriers faced by private institutions. Moten’s involvement is particularly strategic in attracting talented students whose families may prefer or require more affordable educational options. With a background in early childhood education from Syracuse University, Moten has previously led youth basketball initiatives and coached at Gallaudet University, serving deaf and hard-of-hearing students in Washington, D.C. He plans to work full-time within the school to foster meaningful relationships with students and support their development both on and off the court.
The Power of Name Recognition and NIL Integration
Bill Carter, an NIL educator and consultant, highlights the significant advantage of hiring figures like Moten-whose name recognition can open doors for aspiring college athletes. “Having someone with Moten’s profile can be instrumental in helping students access recruitment opportunities and secure scholarships,” Carter noted. While Moten acknowledges that students must still put in effort to earn scholarships, his network can provide a crucial boost in navigating the complex landscape of college sports and NIL deals.
“Our ultimate aim is to give students a genuine shot at a free education and to prepare them for success beyond sports, whether in business or other ventures,” Moten shared. His professional playing career in the NBA from 1995 to 1998, with teams like the Vancouver Grizzlies and Washington Wizards, adds credibility and insight to his mentorship role.
Early Success and Future Aspirations
Digital Pioneers celebrated a milestone this month with the graduation of its inaugural class, all 66 students of whom secured placements at colleges or universities. The school’s athletic program is already making waves, with its football team debuting last fall and finishing undefeated in the regular season before clinching the Public Charter School Athletic Association championship. The program’s inception was partly a response to tragic events-four students interested in football were victims of shootings between Halloween 2022 and July 2023-highlighting the school’s commitment to providing safe, constructive outlets for youth.
Building a Competitive Athletic Profile
To elevate its athletic standing, Digital Pioneers has recruited experienced coaches from Eastern High School, including Gary Johnson and Lonnie Harrell, who led their teams to D.C. State Athletic Association Class A titles this year. While the role of a high school GM may differ from that of a college counterpart-focusing less on financial management-navigating NIL opportunities remains a key component. Ashton and Moten anticipate that as the program grows, so will its engagement with NIL deals, with plans to expand its national profile through a rigorous travel schedule and competitive matchups against top private schools.
Preparing Athletes for the Business of Sports
Moten emphasizes the importance of early education about the business side of sports. “When I was coming up, loyalty and love for the game were paramount. Today, understanding the business aspects is crucial,” he explained. “The sooner young athletes grasp the financial and branding elements of their sport, the better positioned they’ll be for success in college and beyond.” This proactive approach aims to equip students with skills that extend well past their playing days, fostering lifelong opportunities in various industries.
