This past week, our MSA Sport team had the opportunity to attend the NACDA Convention — a gathering that continues to be one of the most important touchpoints in collegiate athletics. On the surface, it’s a packed agenda of sessions, panels, and product showcases. But for us, it’s always been something more: a time to reconnect, to listen, to reflect, and most importantly, to recommit to the relationships that fuel our work.

NACDA isn’t just about business development or professional education. It’s about people. It’s about the long-time friends we’ve been fortunate to walk alongside for years — many of whom have risen from humble beginnings to now lead some of the most visible and impactful athletics programs in the country. It’s about shared values, lived experiences, and a mutual belief in the power of sport to uplift, transform, and unite.

Finding Clarity in the Chaos

There’s no sugarcoating it — the landscape of collegiate athletics is shifting fast. Between NIL, the House v. NCAA settlement, conference realignment, and the pressure to generate new revenue streams, leaders across the country are being asked to make tough decisions with imperfect information. One thing was clear across every conversation, formal and informal: no one has all the answers. But the best leaders aren’t waiting for certainty — they’re stepping into the unknown with courage and conviction.

That spirit resonated throughout the conference. Whether it was a session on fundraising and donor engagement, a panel discussing community-connected sports districts, or a conversation about how small college athletics quietly fuel Olympic dreams — what stood out most wasn’t the content itself, but the passion of the people delivering it. These are leaders who care deeply about their student-athletes, their institutions, and the role athletics can play in shaping better futures.

What We Observed — and What We Believe

We left NACDA with a few strong observations:

There are a lot of people trying to convince athletics departments to spend money — often with self-serving motives. There is deep, widespread uncertainty — which, ironically, may open the door for smarter, more grounded decision-making. And most importantly: there are exceptional people in this profession. People who believe in the value of sport. People who lead with empathy. People who are fighting every day for their student-athletes, their staff, and their communities.

At MSA Sport, our practice is built on a foundation of design excellence — the kind that elevates performance, enhances wellness, and strengthens identity. That commitment drives how we collaborate, how we think, and how we serve.

We’re not here to be the biggest firm in the room. We’re not here chasing portfolio pictures or press releases. We’re here to be trusted partners. To bring clarity where there’s complexity. To design spaces — whether grand stadia or humble training rooms — that help programs Train, Compete, and Succeed™.

What Matters Most Right Now

The most energizing part of the week wasn’t in the exhibit hall or the breakout rooms. It was in the stories. Over meals, in hotel lobbies, and between sessions, we caught up with people we’ve worked with for years — people we’ve learned from, laughed with, and leaned on. Athletics Directors, Facilities Managers, and Operations Leaders — each with a unique perspective, but all grounded in a shared mission.

We talked about how to do more with less. How to future-proof investments. How to protect student-athlete wellness amid the demands of NIL and performance pressures. How to engage donors in a more meaningful way — not just to fund buildings, but to create legacies. And we talked a lot about purpose: why we’re all really doing this work in the first place.

It reminded us that great design isn’t just about form or finish — it’s about making smart, meaningful choices that advance the mission of every athletics department we serve. Whether that’s through the energy of a gameday concourse or the quiet confidence of a recovery space, our role is to ensure design serves the people who rely on it.

Where We Go From Here

The House v. NCAA settlement is going to reshape the financial frameworks of college sports. That much is clear. But what’s still unfolding is how institutions will adapt — and how design partners like us can help them plan smartly, flexibly, and responsibly for the future.

At MSA Sport, we see our role not as architects chasing trends, but as collaborators committed to building long-term value. That means helping our clients navigate shifting terrain with confidence. It means creating environments that maximize resources, serve multiple functions, and prioritize wellness, culture, and performance. It means being present. Listening first. Designing with intention.

Above all, it means holding ourselves to the highest standards of design — because when the stakes are this high, excellence isn’t optional. It’s essential.

And it means staying true to who we are — a team that values humility over hype, relationships over transactions, and impact over ego.

One Last Thought

We’re grateful. Grateful for the people who make this profession so meaningful. Grateful to walk alongside programs big and small — from Power 4 giants to tight-knit Division III campuses — all of whom are doing the hard work to move their departments forward.

If NACDA reminded us of anything this year, it’s that while uncertainty may be the backdrop, the heartbeat of college athletics is still strong. And with the right partners, the right mindset, and the right design — the best is yet to come.