Welcome to Business Life 360 with Kristi Kay, where we cover trends and impact in the world of business.

We get to know CEO leaders and innovators, and we see firsthand how business and life connect.

Business life 360 with Kristi Kay is made possible in part by KeyBank National Association trustee for the Walter Eaton.

Her Human Memorial Fund and ProMedica Toledo Hospital, celebrating 150 years of serving our community.

Also by viewers like you.

Thank you.

Kristi K: Welcome to Business Live 360.

I'm your host, Kristi Kay.

On this episode, we're exploring the new frontier of collegiate athletics with millions of fans and an industry bringing in billions of dollars in revenue.

The face of sports, as we've known it, is changing before our eyes.

League commissioners, directors of athletics, coaches and student athletes all face a new and challenging business model.

So kick back, relax and come along with me.

This is business life.

360.

One thing is for certain, the more things stay the same, the more they change in collegiate athletics.

Coming up in my first interview, you'll meet women's basketball coach Tricia Culp, one of the winningest women's basketball coaches in the country at the time of the interview.

She was a 15 year coach in the Mid-American conference at the University of Toledo.

Shortly after my interview with Coach Cal up and her three captains at U. Toledo.

Coach got the call that she was named the head women's basketball coach for the University of Miami Hurricanes in Miami, Florida.

Yet another reminder of the dynamic and ever changing business of collegiate athletics.

Well, later in the show, we'll get to learn more about coach's new life from Miami, Florida.

Talking with her about her new home, her team, and the university of Miami's athletic program.

Tonight, you get to see one of her last down interviews with me at you, Toledo, and then later our first with Coach call up at the University of Miami.

And now check out part one.

Coach call up.

It's great to be with you today.

Tricia Cullop: Thank you for having me.

Kristi K: You are the winningest coach in the University of Toledo women's basketball history.

How does that strike you?

Tricia Cullop: Well, it tells you I'm pretty lucky.

I've coached a lot of really talented players, and I've had a lot of help from some great assistants.

You don't do any of this by yourself.

Kristi K: Were you a born leader?

Would you?

When you look back on your younger years, would you say, oh yeah, I've always kind of had that in me?

Or did you learn that as you went through life and coaching?

Tricia Cullop: I think it's something that just evolves.

I think I was really, really lucky that I had two incredible parents, and even my grandparents were just phenomenal people that were givers.

they always were looking for ways to help everyone around them.

And then, you know, as I got into athletics, I had just an incredible high school coach, who went above and beyond for me.

Kristi K: So how did you develop the eye for leadership?

What are you looking for in someone who's a future leader or currently, who is a leader on the team that you say?

Yes.

I really want to have this person's skill set.

Tricia Cullop: Well, there's three things that we look for in recruiting place.

The first they're always from.

So the first one is, you know, the one that catches your eye immediately as athletically, can they help us win our conference.

we want to go to postseason.

Do they pass that first litmus test?

if they do, then we dive a little deeper.

do they have the attitude that we want to coach?

Are they someone that's going to be a great representative of our brand and of and of our not only our team, but our athletic department.

The third one is academics.

Are they someone that's going to be really successful at the University of Toledo if we bring them here, or are they going to work hard in the classroom?

Kristi K: Now you command such respect.

You are one of the top coaches in the country in women's basketball.

What is the key?

Tricia Cullop: I think the key is is surrounding yourself by great people.

I think also, you know, making sure that I tell our players this all the time, staying hungry and humble.

Kristi K: Something I've said on many occasions is there's confidence and then there's Coach Tricia.

Call up confidence.

And how is it that you have developed the confidence and the esteem that really shows up every time you walk on the court and every time you walk in a room?

Tricia Cullop: I think what would people see in a game is the effect of a lot of practices.

I'm a big believer in preparation and my staff helps me a lot with that, but if we've done the work to prepare, then I feel very confident when a game starts and I have a lot of confidence in the players that we have.

they're very proven.

they put in a lot of work.

When you've done the work, I feel like you're way more prepared and at ease when you have a test, which is a game.

Kristi K: How do you see NIL name, image and likeness in terms of recruitment?

Has that impacted you already?

and how do you see that going forward?

Tricia Cullop: Well, first, I'd say it's a great opportunity for the student athletes.

You know, it's something that my generation couldn't come close to.

you know, we we played for a scholarship, and that was it.

now our players do have a chance to capitalize on their name and their image.

And their likeness.

And so it provides them an opportunity to, you know, build a name for themselves, build their brand before they get out of college.

And so I'm very supportive of it.

It is challenging.

It's challenging simply because at the highest level, what's happening in nil is is very different than what's happening at a mid-major level.

Kristi K: As you think about that, let's say a decade from now, 20 years from now.

What do you think the sport of women's basketball and NCAA athletics in general is going to look like?

How do you feel about the impact of, let's say, name, image and likeness and that coaching from a coaching perspective, right.

Tricia Cullop: Well, first I'll just say women's basketball in general is booming.

in recent years, when all of the things came to light under Covid, we started to dive into the finances and lo and behold, we found out.

Guess what?

We make money.

I think it's an incredible time for women's athletics and women's basketball in general.

because people are showing up.

I think it's one of those things where if you invest in it, it grows, and if you water it, it grows.

I do think we're in an interesting time in, in an, in a critical juncture because our, our TV contracts just got renegotiated for women's basketball.

And it's in a much better situation now than it was, you know, 2 or 3 years ago.

Kristi K: Tell me about the three student athletes that I'm going to be talking with here shortly.

Tricia Cullop: Kenisha Lockett was a Mac player of the year a year ago.

she's she's battled through some obstacles this year because she had an injury in the middle of the season.

She's a phenomenal player, an amazing person.

And, someone that has left her mark here.

She's one of the greatest players to ever play here.

She's the second leading scorer in school history.

Sophia Wired, is one of the best leaders I've ever been around.

She's our point guard.

She's always.

In her last three years, she has been one of the top players in the country in assist turnover ratio.

She's someone I've given a lot of reins to on the court because she really understands the game.

She's got an incredible IQ.

but is just a great person.

And then Kira Goss is a kid that I'm glad is not graduating this year.

she is a kid who was All-Defensive team last year in the Mac for the last two years.

that's a thankless job.

to be a defender.

Everybody wants to talk about scores.

You don't usually make the paper because you were the best defender.

so she's doing a thankless job, and she gives us her all.

I've really thoroughly enjoyed their my three captains.

Kristi K: It's great.

I'm excited to interview them.

And I want to say thank you so much, Coach Carla, for being the person you are.

The human you are.

Thank you.

as well as the coach, you lead so many of us by example.

So.

Tricia Cullop: Thank you.

Thank you.

Kristi K: Sophia, we're great to have you here, Kanisha.

Great to have you here, Kiara.

Great to have you here.

You three are incredible athletes.

And I am honored to be here with you.

To talk more about playing for Coach Tricia, call up and about your leadership.

So tell me, what is it like to play for coach?

Call up.

Quinesha: It's been great playing for her.

Like, you can really see the development that she has over the years, like from our freshman year to now.

Like she's just learned different ways to coach and understand her players.

Sophia: She wins a lot of games.

She knows how to win.

but it's just been amazing.

Kristi K: One thing I noticed, too, about your team is you each are unique and your personalities, your backgrounds.

But yet you all come together and you have a great time on the court.

So how does that work?

Because that leadership on the court.

Leadership off the court.

How do you develop such a great camaraderie?

Khera: Yeah, I think we just spend.

A lot of time together.

I've been with them for.

Four years, but they've.

Been together for.

Five.

we do stuff off.

The court.

That helps build our bond.

Which shows on the court, too.

Yeah.

Kristi: That's awesome.

Quinesha: Yeah, I would definitely say, like, the way that Coach Cullop recruited us was insane.

Like, all of our personalities are different, but we just mesh really well together.

Kristi K: And when it comes to player development, what have you learned most?

Sophia: I would just say there's a lot to improve on.

coach Cullop does a good job developing your shot.

I know she's worked with Khera a lot on her shot.

but for me, mostly it's just been about, like, knowing what plays to run for each person.

she's done a really good job developing me as a point guard.

and just kind of being able to read everybody on the team like she does, it's all good.

Quinesha: Yes.

for me, I would just say, trying to stay focused and control my emotions.

Like, coach really has the time because I just can get in my head a lot.

But, just trying to stay focused on the game in here in the moment.

Kristi K: In terms of name, image and likeness, how has it impacted your world as student athletes?

Sophia: You know, me and Q just got a car recently from, you know, Jim White Toyota.

So that's on changed.

that single deal changed our whole life really completely.

but it's just given us opportunities to do a little bit more.

I mean, money's always nice to have, and it's helped, really kind of just let us not have to worry about expenses.

Kristi K: Best part of playing with Coach Cullop?

Sophia: Winning and hanging out with her every day.

She's pretty cool.

Quinesha: She got all the jokes in the world for you.

Quinesha: Yeah, definitely a people person.

Kristi K: Well, best of luck the rest of the season.

And it's great to be with you today.

Thanks so much for your leadership and the impact that you're all making on this community and well beyond.

Thank you.

Absolutely.

Good luck.

Thank you.

More from coach.

Call up later on.

My conversation with her sparks even more interest in the changing dynamics of collegiate athletics.

And who better than my next guest?

And now it's my honor to introduce vice president and director of athletics at the University of Toledo, Brian Blair.

He's been a leader in athletic programs across the country, and is one of the youngest and most forward thinking aides in the business.

Brian, welcome.

Great to have you here on Business Lively 60 and business Life after Hours.

Brian Blair: Absolutely.

Thanks for having me.

I always enjoy seeing you and enjoy this conversation for today.

Kristi K: One of the big things that we're talking about on this show is the change and the shift in collegiate athletics.

You've been in athletics for a long time as a player, and also now as an ad.

tell us a little bit more.

And for our audiences sake, what is name, image and likeness and what is happening with the NCAA in terms of new policies that are being set for collegiate athletics?

Brian Blair: Absolutely.

So for the longest, phrases, it almost endorsements.

student athletes at the NCAA level couldn't take part in endorsement.

So we couldn't have an area restaurant pay a student athlete for an appearance or autographs or for a commercial, or using their true name, their picture, their image, their digital landscape, and or their likeness of them to promote those products.

And so a couple years ago, this came about, and I think everybody thought it'd be more of that endorsement type model.

I think what we've seen is you kind of have this bifurcation in two different directions of what it's become.

there's traditional endorsement model.

and we certainly I think if you've been to any of our basketball games, you see some of our student athletes in a commercial for Nunez chips, or other entities, or signing autographs or selling jerseys and apparel with their name on it.

That's that's a portion of it.

Then you have this other portion where it's really become some of our most loyal supporters, being willing to donate their money to student athletes through our initial collectives or third parties that support Toledo Athletics and make sure those student athletes have the opportunity for an opportunity and in return, their student athletes take part in nonprofit activities, whether it be hospital visits or soup kitchens or other type of activities within the community.

So when you say, you know, you're kind of talking about two different realms, but both are incredibly important to what we do in incredibly important in the landscape of college athletics.

Kristi K: We are truly living this in real time in terms of student athletes and athletic departments.

So I'm curious to know, for you personally, is this a long time coming?

Like, do you feel like student athletes should be getting paid at this point?

Brian Blair: Yeah, I do I mean, it's interesting.

So I started my career after law school going and working in L.A. in a post graduate program and a half, and we'd sit in those scenarios, those meetings, and we'd have waiver cases, and we talk about NCAA rules.

And one of the things that first jumped out at me is, what can a student athlete do an endorsement when a professional athlete can, or some of our coaches do, and you see a Nick Saban on an Aflac commercial with Don Staley, like those are coaches, do an endorsement deals and always struck me, well, why can't we do that?

Why can't student athletes do that when that's all well out of our problems?

Well, that was a long time ago.

Fast forward to now.

Kristi K: If they would have just listened to you.

Brian Blair: Yeah.

At all ideas, I'm sure.

but if you fast forward to now and they have that opportunity, I think what is shown is that's really good.

And the student athletes can take advantage of those.

And I think the great thing is, in a market like Toledo, we have more opportunities in many of our counterparts throughout the league.

I think the other piece of it is something we're still trying to get our hands around.

When you've got third parties and many people don't understand what name, image, likeness or NATO is, and you're trying to explain it and explain how it's different in the same.

Some of our university fundraising, there's just there's a lot of confusion, a lot of moving parts.

And I think that's the piece we're really trying to get straightened out and be more informative and inform people, okay, you make whatever decision you want to make with your money, but at the same time, we want to make sure you're informed about all the great options to support Toledo athletics.

Kristi K: So that's a great point.

Let's drill down on that for a second.

So as donors, you can give and have given, let's just say to the athletic department and the program for years.

And now all of a sudden name, image and likeness groups, these Nil groups are coming along.

And now I have an option of either giving to you and the athletic department or to the programs that really recruit and have to retain some of the student athletes.

So that money then would go to the players, it would go to endorsements or commercials, perhaps a new car for players, recruiting them, and perhaps they go into the portal.

Is that truly how it works?

And give us a little bit more background on that?

Brian Blair: Yeah.

I mean, I think now you've got one more bucket, to, to have an option.

And I think there's some nuances to make a donation of this get you parking or sweet access versus this gives you access via the collective to what they can and want to do to incentivize, those donors to support those activities.

but certainly, I mean, this is a huge piece of recruiting and retention of, of student athletes.

And when you've got high quality student athletes, we want to make sure everything that we offer the University of Toledo, you never walk away from here feeling like I have to go somewhere else to get that opportunity.

And whether it's name, image, likeness, whether it's high cal, high character, opportunities where there's nutrition, we want to make sure our student athletes have every single opportunity here that they would anywhere else in the world.

So they say, hey, you know what?

I want to be a rocket.

I want to stay a rocket.

I want to graduate a rocket.

And that's always going to be our goal.

Kristi K: So okay, let's step back a minute and look at some of the the conferences.

So you have a school like the University of Toledo in the Mac, the Mid-American conference.

But when you start to look at the SEC or the Big Ten or the big 12, those schools may or may not have unlimited budgets when it comes to name, image and likeness and therefore recruitment and retention of student athletes.

How does a school like the University of Toledo and a mack school really compete?

Brian Blair: Yeah, I mean, there's an old saying, I think it comes through the Marines or Navy Seals.

It's how do you eat elephant?

Well, one bite at a time.

Right.

So I think it's important to not say, okay, what we have is not what X Big Ten School has.

So we should just give up.

I think our starting point is dominating the Mid-American conference.

If we dominate the Mid-American conference to the degree that I know we can leverage it on natural resources, that's going to make other opportunities on the other side of that a lot more attainable, right?

So I think whatever we do, we start with, are we the best in the conference at it?

We were the first in a conference for me and I know standpoint to have an AI program in the first in the conference have, you know, collectives and all the Metro show that were leaders in, in io through the conference.

So I think that's the appropriate starting point.

Kristi K: The big win.

Brian Blair: It is, it is.

And we're first the conference championships.

We're first in GPA.

We're first in a lot of things.

Right.

So one sustaining that but then asking what's next and what's that next layer of aspirational peer we want to compete with.

I don't know that that necessarily automatically jumps to a Big Ten or SEC program, but there's a lot of programs in between that in the Mid-American conference that we need to make our next focal point.

So we continue to climb that ladder and continue to be competitive.

And it's got to be more than transactional.

And I think that's the most important thing.

It certainly in know All plays a big piece of that.

But our coaches play off a big piece of that.

Do do they have the deep relationships with our student athletes where it makes it really hard for that young man or that young woman to walk into that coach's office and say, hey, I know you loved me.

I know you walked into my home as a 17 year old recruiting me.

I know you've cared for me.

I know you've given me and pick me up when I was down, but I've got an extra 5000 over here, so I'm going there.

We want to make that conversation as hard as possible, because we love our student athletes as much as possible, and we show them we love them.

And I think that combination of giving them a great experience, letting them play in front of packed stadiums and arenas and having coaches and other staff rooms that really love them and build deep, meaningful relationships.

That's a recipe for success.

That's a recipe we've always been at for them.

And I think in this new world, that's probably more important than ever.

Kristi K: Well, Brian Blair, thank you so much for this perspective.

It's great to hear from an athletic director in terms of the new transformational landscape that we're facing and living in real time.

So thanks for being in business life and business life after hours.

Brian Blair: So thanks for having me.

I appreciate it.

Kristi K: And now let's check back in with a new University of Miami head women's basketball coach, Tricia Culp.

So, coach, call up.

I just have to say welcome back to business life 360 from Miami, Florida.

Tricia Cullop: Thanks for having me.

Kristi K: It's great to see you again.

And just a few things have changed since the last time we sat down on the court at the University of Toledo.

Congratulations to you on your new job as head women's basketball coach at the University of Miami.

Tricia Cullop: It's taking a little adjustment, but I tell you what, I. I absolutely loved my time at Toledo.

the people in Toledo made that job an incredible job, for so many years.

And I know I have some lifelong friends that, I will always stay in touch with.

that made my career there incredibly special.

But this was an incredible opportunity that I just couldn't pass up.

And, I'm really excited about the future here as well.

Kristi K: So it's no surprise, as we said in our first segment, that your leadership skills precede you everywhere you go.

Have you had a chance then to meet the new team?

I know you haven't been there for very long, but if so, what was that moment like?

Tricia Cullop: You know, it's it's always fun to get to know, people that you haven't had a chance to coach yet and, and start to develop bonds with them.

it's been fun to walk around this campus with them.

It's a beautiful campus, to eat lunch with them, to go to dinner with them, to start to develop the strong bonds that I had at Toledo with my players.

There.

And so what's been fun was to bring two of my assistants with me, that were with me for six years and four years, and Jesse Ivey and Daniel Page, because I know that they'll help me, build the strong chemistry that we had on that campus.

but also to keep a few assistants that were here because it's an unusual situation, and that the coach before me retired.

it was in a situation where the team was losing.

They were actually doing very, very well.

And so I kept her top assistant and I kept two other assistants that were very, integral to their success.

And it's really helped me move quickly here.

Kristi K: Well, it has been a while since you've taken a new job, right?

So how has a transition been this far?

are your boxes packed?

Tricia Cullop: You know, I'm still actually going to head back to Toledo this weekend and start to to try to pack some more.

I've got to get my house on the market.

the good thing is, I did find a house here.

I'm looking forward to getting back into a house.

Kristi K: Well, we talked about you have a couple of pets.

Tell us about those dogs of yours.

And when they're going to make the move.

Tricia Cullop: Yeah.

Rocky and Maggie, I've got a little shitzu that, is older and, you know, he.

Because my two dogs are both, like, 14 and 15 years old, I, I'm taking my time getting them down here.

I want to get into a house first.

I don't want them to have to get used to different places.

But I do miss him.

You know, I think every, every coach should have a dog because they love you whether you win or lose.

And and they're just great company.

I enjoy taking walks with them and I missed that.

so I'm looking forward to seeing them this coming weekend.

But I'm I'm more excited about getting them down here.

Kristi K: And some pretty darn good weather down there too.

So that's not too bad either.

Yeah.

Tricia Cullop: Yeah, I may get a tan at some point.

Kristi K: Yeah, right.

Exactly.

so on this show, we talk about all the changes that are taking place in collegiate athletics.

And one of the things that we've touched upon before in our first interview is really name, image and likeness.

And the University of Miami Hurricanes, I know they have a a stronger budget for that than maybe you would have had in Toledo.

So how is that going to impact your recruiting class as you look ahead?

Tricia Cullop: You know, it's very competitive.

at this level, I think in the first conversation that you have with a student athlete, if you don't talk about that on the phone, then you're probably not going to be in the future conversations with them.

It is a very integral part of the recruiting process at this level.

And, you know, there's a lot of varying levels of what people are able to offer, student.

Kristi K: Athletes now, something that I don't know if those at the University of Miami know this about you yet, but you know how to attract a huge crowd at games.

So this is going to be fun to watch.

What's your bet?

But at the same thing that you had in Toledo is going to be carrying over to the University of Miami.

Tricia Cullop: One thing that was exciting, about a week and a half ago, is that the twins, recommitted to us that played here before, and they they're they're probably the the biggest following on social media of any player that I've ever coached.

So number one attendance was the best when they were on the roster here.

And so I'm excited they're coming back.

they asked me, you know, how to coach.

How do you feel about social media?

And I said, I'm so excited that you've capitalized on it.

You you understand how to make the most of it and monetize it.

But I'm really excited about their following to get them to games.

they have some very creative ways that I think will be unique in how we draw people to the games that I'm grateful for.

I'm also grateful for the fact that a lot of people from the Toledo surrounding area retire in South Florida.

And so we have a built in fan base that's here that we're snowbirds.

That didn't always come to my games when I was at Toledo, because it was getting colder and they came down to their winter home.

So what I'm hoping is that between the two of us, we can improve that just on those two things alone.

But we will get our kids out in the community and start to develop relationships like we did it.

Toledo.

And we'll work very hard at that, because it is a lot more fun when you have people in the stands.

And, for my career, Toledo is so blessed.

And and I really hope that we can build that for our players here.

Kristi K: As you were leaving Toledo, how was a goodbye?

I know your team.

You were so close with your team, your your three captains in particular that we talked to earlier in this show, mentioned just what it's like to play for you.

Tricia Cullop: You know, it was hard.

Things moved so fast when I took the job that I didn't get to tell our players in person.

And that's something that I wish I could change.

I wish I could have walked into a room and hugged all of them and told them in person how much they meant to me.

I had to tell them on zoom, which I think it had leaked on social media and they probably had found out that way, which is not how you want to tell anyone that you're close to that.

That's how it happened.

but I did get to see a lot of them.

I went to watch Kenisha Lockett in the at the Final Four and the All-Star game.

The majority of the team was there to support Kenisha, so I did get to see them in person.

did get to hug them and tell them how much I still love them and that, you know, I'll always be in their lives in some way, as an advocate, as a person, that will be a reference on jobs.

And those kids know that I'm always going to be there for them, and I'm always cheering them on, even if I'm not on the same sideline.

So I wish them nothing but the best.

I hope they win their fourth championship in a row.

this season and I hope I get to at least watch it even if it's online.

because I think the absolute world of all of it.

Kristi K: So, coach, I just have to say, we're all cheering for you every single step of the way.

You have been such an asset with the Mac, and no doubt you're going to be an asset there in Miami with the SEC.

And just know that we're thinking about you, are watching you.

We're so grateful that you are part of business life 360 today.

And we're cheering for you.

Thank you.

Tricia Cullop: Well, thank you.

And just know I'll always be cheering for the rockets to.

Kristi K: How eye opening to hear from one of the country's leading women's basketball coaches, her team captains, and an insightful athletic director.

As we gain perspective and learn more about the new frontier of collegiate athletics.

And that's a wrap on this episode of Business Life 360.

I'm your host, Kristi Kay.

Thanks for joining me to learn more about the exciting initiatives and trends in innovation, in business and in life.

I'll see you on the next business life.

360.

Connect with Kristi K on LinkedIn at Kristi K Hoffman and hear the Business Life 360 with Kristi K conversation on FM 91 on Thursday mornings.

To watch previous episodes and more.

Visit our website at Dawgs BL 360 and listen to Kristi, KS podcast Business Life After Hours.

Wherever you listen to your podcasts.

Business life 360 with Kristi K is made possible in part by KeyBank National Association trustee for the Walter E Hewn Memorial Fund and ProMedica Toledo Hospital, celebrating 150 years of serving our community, also by viewers like you.

Thank you.