KNOXVILLE, Tenn. — In a college football era where athletic departments are leaning heavily into NFL-style front office structures — complete with General Managers (GMs), player personnel directors, and analytics specialists — Tennessee head coach Josh Heupel is taking a more traditional approach. And he’s doing it with purpose.
While programs across the SEC and beyond are racing to mimic professional team hierarchies by adding General Managers to oversee recruiting, NIL negotiations, and roster management, Heupel says the Volunteers are staying focused on cohesion, communication, and clarity — not titles.
“We’ve got a great structure in place,” Heupel said during spring practice availability this week. “We’re not chasing labels. We’re focused on execution, relationships, and culture. That’s what wins in college football, even in this new era.”
Over the last three years, more and more college football programs have hired individuals with NFL or recruiting backgrounds to serve in de facto General Manager roles. The rise of the transfer portal and Name, Image and Likeness (NIL) opportunities has created an urgent need for programs to manage rosters like businesses — complete with cap-style budgeting, free agency-like transfers, and retention battles.
At places like Alabama, Georgia, and Texas A&M, GMs are tasked with managing the daily flow of roster logistics, analyzing recruiting pipelines, assisting with NIL strategy, and working closely with head coaches on personnel decisions.
Heupel doesn’t dispute the value those roles can offer, but he’s clear about what Tennessee’s priority remains: internal alignment.
“I think every program is unique,” Heupel said. “You’ve got to build things in a way that fits your people. For us, it’s not about whether you call someone a GM or not — it’s about having the right people in the right seats and everyone working in sync.”
Instead of centralizing power in the hands of one “General Manager,” Tennessee utilizes a collaborative approach. Heupel credits Executive Director of Recruiting Brandon Lawson, Director of Player Personnel Jake Breske, and Director of NIL Strategy Ethan Conley as key figures in Tennessee’s success managing modern roster challenges.
“Brandon, Jake, Ethan — those guys do an incredible job,” Heupel said. “We’re talking constantly. We’ve got open lines of communication. We’re aligned philosophically, and we understand what we’re trying to build. That’s what matters more than a title.”
Lawson and Breske, in particular, play crucial roles in the recruiting process and the identification of talent — whether from the high school ranks or through the transfer portal. Conley coordinates with Tennessee’s NIL collective and ensures that the program remains both competitive and compliant in the rapidly evolving landscape.
The GM craze in college football is largely driven by the transfer portal, which has turned roster turnover into a year-round process. For Tennessee, the transfer portal has been both a blessing and a battlefield. The Vols have brought in key contributors through the portal under Heupel, such as former Michigan defensive back Wesley Walker and Oregon wideout Dont’e Thornton.
Heupel acknowledges the need to stay aggressive in the portal but doesn’t believe in using it as a crutch. Development remains Tennessee’s primary philosophy.
“The portal gives us flexibility,” Heupel said. “But it’s not about collecting talent. It’s about building a team. We’re not just looking for the best athlete — we’re looking for the right fit.”
That fit includes cultural alignment, work ethic, and positional need. Heupel noted that his staff spends just as much time vetting a player’s character and academic record as they do watching highlight film or reviewing Pro Football Focus metrics.
“You’ve got to be smart about who you bring into your locker room,” he said. “Chemistry matters. That’s where the collaborative approach really helps us. Everybody has a voice. Everybody’s engaged.”
One of the key responsibilities of GMs in today’s college game is navigating NIL deals — not necessarily negotiating them, but understanding how NIL affects recruiting, player retention, and internal dynamics.
At Tennessee, Heupel believes relationship-building is more powerful than business negotiation.
“Our NIL approach is about education and transparency,” he said. “We’re making sure our guys understand the opportunities available to them, but we’re also focused on helping them grow as people and professionals.”
Tennessee’s “Spyre Sports Group,” one of the most prominent collectives in the country, has helped the Vols remain competitive in NIL. But Heupel credits the success to alignment between the football staff, administration, and the collective.
“You win when everyone’s pulling in the same direction,” Heupel said. “That’s what we have here. That’s why I’m confident in the path we’ve chosen.”
While many programs have rushed to embrace the GM model, not everyone is convinced it’s the best approach for college football. Some coaches and insiders argue that the GM title can blur lines of authority, add unnecessary bureaucracy, or even create tension between staff members.
Former Florida coach Dan Mullen, now an ESPN analyst, recently said that GMs in college football “can be a great asset, or a total disaster — depending on how the head coach empowers them.”
Heupel seems to agree with that sentiment, albeit indirectly. “I don’t need another layer,” he said. “I need clarity. I need accountability. And that’s what we’ve got. Everyone here knows their role, and everyone here is committed.”
Since arriving in Knoxville, Heupel has led a strong turnaround for the Volunteers. His up-tempo offense has energized fans and recruits alike. Tennessee finished the 2022 season with an 11-2 record, including a win over Alabama and a dominant Orange Bowl victory over Clemson. The Vols finished the 2023 season 9-4 and are viewed as a dark horse SEC contender heading into 2025.
In terms of recruiting, Tennessee has landed multiple top-10 classes, highlighted by five-star quarterback Nico Iamaleava, who is expected to take over as the full-time starter this fall.
Heupel believes the Vols’ success in recruiting and development proves that their model is working.
“Players want to be somewhere that feels like home,” he said. “They want real relationships. They want to get better. We’ve shown that we can do that — without needing to copy what everyone else is doing.”
As Tennessee prepares for the 2025 season, the focus remains on execution — not expansion of titles or org charts. Heupel and his staff are doubling down on what they believe is a winning formula: relationships, development, and communication.
“We’re not anti-innovation,” Heupel clarified. “We’re just making sure our structure supports our values. That’s how you sustain success.”
Still, he acknowledges that the college football landscape is constantly evolving — and that Tennessee will adapt as needed. “If we ever get to a point where a GM-style role helps us win, we’ll consider it,” he said. “But it’ll be because it fits our culture, not because it’s trendy.”
In the meantime, Heupel is betting on something deeper than job titles: trust.
“Football is still about people,” he said. “And when you get the right people in the building, the results take care of themselves.”
