Springfield College

James Kelley

James Kelley is a seasoned expert in sports management. He has worn many hats in private and public educational institutions, including coaching sports and serving as an assistant athletic director. Currently, he is the director of athletic operations at Springfield College.

In an interview with Education Insider, Kelley shared insights on his career trajectory, roles and responsibilities, industry trends and challenges and how to guide students throughout their athletic careers.

Guiding Students with Proven Expertise

I started my career in independent private education, taking on a range of roles including coaching, academic advising, managing communications and leading school trips. My passion for athletics led me to earn a master’s degree in sports management and become an assistant athletic director at Brooks School. After that, I ran athletic operations in a regional public school before moving to Springfield College, a Division III NCAA institution.

As director of athletic operations and a member of the athletic leadership team, I oversee scheduling, event preparation, equipment and apparel across 26 athletic programs. I manage daily operations and logistics in collegiate athletics, with support from a full-time staff, a part-time grad assistant and a vital team of student workers. Their reliability in handling equipment, laundry and preparing tasks ensures our programs run efficiently and meet the daily demands.

Driving Performance and Upholding Student Experience

The landscape of collegiate athletics is shifting rapidly. Name, image and likeness legislation and the House vs. NCAA settlement have opened the door for universities to directly compensate student athletes. While this primarily affects Division I programs, the trickle-down effects are beginning to influence Division II and III institutions. Part of the settlement includes reducing the number of athletes that can be enrolled in a program. This reduction pushes more athletes down the divisional ladder, impacting enrollment and opportunity.

“Athletics is an extension of the classroom and a place to learn resilience, discipline and teamwork. These lessons shape future leaders, parents and teammates.”

For institutions like Springfield College, which already face financial strain, the challenge is managing the current enrollment cliff. While our student athlete numbers have held steady for the past two decades, their proportion within the student body has grown.

Strategic Leadership Amid Shifting Athletic Demands

Despite limited endowments and donor bases, we're committed to providing every athlete a valuable and high-quality experience. As a campus, we are dedicated to fostering an inclusive and respectful community in vision and practice.

Our goal is to ensure the foundation of collegiate athletics remains strong even as the system around it evolves. That means strategic decisions around equipment, apparel and operations that ensure access to industry-standard gear and uniforms that foster pride and performance.

We rely heavily on our student labor force, many of whom are supported through federal work study. Their role is essential to the daily execution of athletic programs. The pressures affecting athletic programs today are real, but not insurmountable. By staying agile, creative and deeply attuned to the student athlete experience, we can easily navigate these shifts.

Building Purposeful Athletes for Life Beyond

In collegiate athletics, everything starts with staying true to who you are individually and institutionally. Not every school centers its identity on sports, and that’s perfectly fine. Programs and student athletes thrive most when values align. The reality is that few will turn pro. That’s why the quality of experience matters more than the brand's size.

Athletics is an extension of the classroom and a place to learn resilience, discipline and teamwork. These lessons shape future leaders, parents and teammates. That’s why families, coaches and professionals should look beyond titles and reputations and toward mission, culture and care.

Having graduated from Springfield College, I’ve seen how value-driven education can prepare students to lead purposeful lives. Though I wasn’t a student athlete here, my journey was shaped by what I learned through its community and mission.

Advice on Aligning Athletics and Mission

For professionals exploring coaching or director roles, my advice is to look beyond the job title. Take time to understand the school, its values and the people behind the program. Athletics isn’t just about sports; it’s lessons in character, leadership and resilience. It’s an extension of the classroom and the institution’s mission. That’s why I choose opportunities where those lessons align with my purpose and values.

Whether mentoring athletes or guiding teams, you should belong to a culture that fosters both growth and integrity. If you are investing your time or living the experience every day, it has to matter. The environment you commit to should reflect what you stand for and the impact you want to make. Ultimately, the right fit isn’t just about the position; it’s about finding a place that helps you teach, lead and leave a meaningful legacy.