NIL and the Changing Landscape

The introduction of Name, Image, and Likeness (NIL) opportunities has fundamentally reshaped the landscape of Division I athletics. Much of the conversation has centered on athletes and the financial opportunities now available to them, but far less attention has been given to the coaches who support those athletes every day. Strength and conditioning coaches, in particular, have found themselves navigating a dramatically different environment than they did just a few years ago.

The transfer portal and NIL have combined to create a more fluid roster than ever before. Strength coaches are no longer building long-term development plans around athletes they expect to work with for four or five years. Instead, they may inherit transfers who have trained under several different systems or lose key athletes just as they are reaching peak performance. The emphasis has shifted from simply developing athletes over time to rapidly assessing movement quality, addressing deficiencies, reducing injury risk, and integrating new players into the team’s physical culture as efficiently as possible.

The relationship between coaches and athletes has evolved as well. Many student-athletes now arrive with personal trainers, private skill coaches, nutrition advisors, and even their own performance philosophies. Strength coaches must balance respecting these outside influences while maintaining a cohesive training program that serves the team’s competitive goals. Communication, collaboration, and adaptability have become just as valuable as expertise in program design.

This new era also places greater pressure on strength and conditioning professionals to demonstrate measurable value. Athletes who view themselves as personal brands often expect individualized attention and evidence that a training program will enhance both their performance and their longevity. Coaches who can collect meaningful data, communicate progress effectively, and create trust-based relationships will be better positioned to retain athlete buy-in in an increasingly competitive collegiate environment.

While NIL has undoubtedly created new challenges, it has also elevated the role of the strength and conditioning coach. Those who embrace flexibility, continue to refine their skills, and recognize that today’s athletes require both high-level coaching and individualized support will continue to have a profound impact. The fundamentals of developing stronger, healthier, and more resilient athletes have not changed—only the environment in which that work takes place.