Building culture: who, yours, process, result, response

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My guest: PJ Fleck is the head football coach at the University of Minnesota. Before that, he transformed Western Michigan from one win to 13 wins and a Cotton Bowl appearance. Before his coaching days, PJ was a stud receiver at Northern Illinois and was a guy I played against in college. Coach Fleck has built one of college football's most distinctive culture-driven programs. You'll hear why he maintains an 80-20 split favoring high school recruiting over the transfer portal, how he runs practice with a 32-second clock to make it harder than games, and why he sees himself as a cultural driver rather than a motivational coach. This is a conversation recorded with all of our coaches inside "The Arena." That is our mastermind group for coaches in all sports. And it did not disappoint.

Notes:

Stop recruiting, start selecting. PJ doesn't chase the highest-rated players... He looks for fit and alignment with his values. Ask yourself: Are you trying to convince people to join your team, or are you selecting people who already want what you're building?

Efficiency beats duration. PJ runs 95-minute practices with a 32-second play clock, always moving, always intense. The principle: Make practice harder than the game. Where in your work are you confusing time spent with intensity and focus?

Internal drive trumps external motivation. PJ calls his ideal players "Nektons," always attacking, never satisfied. He's looking for people who prove their worth to themselves, not to others. If you need constant external motivation, you're not ready for elite teams.

A leader must teach and demand. A team member must prepare and perform. These aren't opposing forces—they're two sides of the same commitment to excellence.

My junior year at Ohio University. I was the quarterback of the Ohio football team. We lost to No. 17 Northern Illinois 30-23 in overtime on a Saturday night. P.J. Fleck caught the game-tying 15-yard touchdown pass late in the fourth quarter. PJ finished with 14 catches for 235 yards and a touchdown. (I threw a 30-yard TD pass to Anthony Hackett to put us up a TD right before halftime). Let your team see you played. They do"Guess that Gopher" before team meetings, where players guess which coach's highlights they're watching. Give them a peek behind the curtain. It builds credibility and connection.

PJ honors his mentor, Jim Tressel, by wearing a tie while coaching. Who are you honoring through your daily practices?

Keep your door open. PJ has no secretary. Players can walk into his office at any moment. Create fluidity between you and your team.

Transparency after tragedy is a choice. When PJ's son died from a heart condition, he had two options: never talk about it again, or let it shape him. He chose radical transparency, knowing it would get scrutinized. That's where "Row the Boat" comes from.

A losing season reveals what you actually need. After going 1-11 at Western Michigan while also getting divorced, PJ says every coach should experience a losing season. It forces you to identify what you actually need versus what you don't need.

Choose what scares you. When deciding on Minnesota, Heather asked him, "Does this scare you?" He said, "Hell yeah, it scares me." His response: "Well then, that's where we're going."

Life versus living. Living is the salary and contract. Life is about moments and memory. If you can't stay in the moment and reflect on great moments or hard moments, life will be like mashed potatoes to you.

Your expectations should match your resources. The gap between expectations and resources is called frustration. The bigger the gap, the more frustration from everyone around you.

Maintain an 80/20 model if you can. 80% high school players, 20% transfer portal. PJ has one of the highest retention rates in the country because of selection and fit, not recruiting.

"It's not about the money until it's about the money." The kids' PJ gets value for other things before the money talk. They enjoy the experience of being a college athlete.

PJ leads with "I'm really difficult to play for." PJ's opening line to recruits. He asks for a lot. This makes people who are lazy, complacent, or fraudulent run like hell. "This is going to expose me."

Start with good people, not good players. Out of 500 kids, who are the best 25 young men? PJ doesn't get five stars. He gets two and three stars who believe they can be five stars.

A chip versus a crack on your shoulder. Once you do something the media says you couldn't do, they'll set a new bar. All PJ wants is kids who want to prove to themselves that they can do what people say they couldn't.

You don't need PJ's personality. You need the internal drive to be the best version of yourself. That's what he's selecting for.

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"I'm not a motivational coach. I'm a cultural driver." PJ picks their "how." He picks their journey. If someone needs constant motivation, they're not ready.

Peel back the Instagram filter. Everything you see on social media is filtered. You have to dig deeper with this generation to find out who they really are.

Hire former players back. PJ's staff has more former players who played for him than ever before. They cut their teeth in the building. In this transactional era, former players help you stay transformational.

The HYPRR System. This is PJ's hyperculture framework he created after going 1-11:

H (How): The people. Nektons who always attack. How you do one thing is how you do everything. Consistency matters.

Y (Yours): Your vision. It's YOUR life, not anyone else's vision. Players are the builders. Don't tell me you want an extravagant home and then hire bad builders.

P (Process): The work. The who, what, when, where, and why. Anyone should be able to ask those questions at any point.

R (Result): Focus on the HYP. It's not the officials' fault. It's not the other team's fault.

R (Response): How will you respond to the result?

Don't believe the hype. Everything about hype is before the result happens. Focus on How, Yours, and Process instead.

Someone will take what you were taught was horrible and create a business model. PJ uses Uber and Airbnb as examples. We were taught "stranger danger" as kids. Now we get in cars with strangers while drunk and sleep in their homes. The right people plugged into crazy visions can change everything.

Define success as peace of mind. That's how PJ's program defines success. Not wins and losses.

Train body language. "Big chest" means standing up straight. Players are not allowed to put their hands on their knees or their heads. If you can't hold yourself up, trainers need to check on you.

Teach response, not reaction. You can have emotions, but train to not be emotional. The real world wants to see you react. Train to respond properly in every situation.

Your words have power. PJ's players know the definitions of 150 words that will help them for the rest of their lives. Give substance to the filters. That's your job as an educator.

Cut all the fat off practice. PJ was from the era of 3.5-hour practices. He has ADD and needs to move. He got bored as a player, so he vowed to run practice differently.

Run a 32-second play clock constantly. Every 32 seconds, you run a play. You are always under the two-minute warning in practice. This trains your team to operate under pressure.

Never practice longer than 95 minutes. It's one thing to watch as a recruit. It's another to experience it as a player. Kids puke during dynamic warmup in the first week because it's that intense.

Make practice harder than the game. The game will eventually slow down for your players if practice is legitimately harder.

Nektons flow through water currents without being affected. Don't let circumstances dictate behavior. Train this mindset daily.

The biggest jump in sports is from high school to college. 17-year-olds playing against 24-year-olds. It's not just talent. It's experience, development, strength, and confidence all at once.

Never let any environment be too big for your coaches. Train your staff to be comfortable in all situations, not just your players.

Always be learning outside your field. PJ attends leadership seminars with SEALs and Green Berets. At one dinner, a retired military officer who looked like Sean Connery scanned the room quietly, then said: "I'm taking in all the good in the room. I'm also coming up with a plan to kill every one of you, in case I need to." He never came back to the table because he got called to active duty and left for Afghanistan. Always be ready. That's what makes you special.

Watch to learn. PJ watched "Landman" and took notes on how to run the next team meeting. His wife hates that he can never relax. Find teaching and education in everything you do. When you stop, you stop growing.

Get better at celebrating. PJ has a great bourbon and champagne collection. He celebrates more than he ever has. Balance the intensity with moments of joy.

Make transformational programs real. Gopher for Life program. Monthly educational courses. Monthly date nights where players bring their dates and learn dinner etiquette. Monthly racial education class. Weekly coach development on Thursdays, where coaches speak on any topic to advance their careers.

Don't let important things stop when the news cycle moves on. COVID and racism got put in the same bracket. When COVID stopped, racism education stopped everywhere. Not at Minnesota. Keep going.

Bring back the fun. After wins, players can't wait to pick the design for the next team shirt. PJ gives them five options, and they get into it. People are losing the fun connection that made elementary school great.

A coach's job is to teach and demand. A player's job is to prepare and perform. If you're a coach, you better be teaching things: life, sport, relationships. Elite teams are led by players. Your job is to get as many elite people to the front of the bus as possible.

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