How Notre Dame Football Coach Marcus Freeman’s Unwavering Belief in ‘Culture Wins’ Shapes Success at Every Level
Marcus Freeman, the head coach of Notre Dame football, is a man who stands firmly behind one core principle: culture wins. This simple yet profound belief forms the backbone of his coaching philosophy and approach to building a successful football program. For Freeman, success isn’t just about recruiting the most talented athletes or designing the flashiest plays; it is about cultivating a culture where values, accountability, and collective purpose come first. His conviction that “culture wins” transcends the gridiron and applies at every level—from individual players to the entire Notre Dame community—and it is this emphasis on culture that Freeman believes will lead the Fighting Irish to sustained success.
When Marcus Freeman took over as Notre Dame’s head coach, many eyes were on him to see how he would handle the immense pressure and expectations that come with leading one of college football’s most storied programs. Despite being relatively young and having a background primarily as a defensive coordinator, Freeman made it clear that his focus would not solely be on Xs and Os. Instead, he repeatedly emphasized culture as the foundation for everything Notre Dame football strives to achieve. This focus on culture is not a new concept, but Freeman’s passion and authenticity in championing it have struck a chord both within his team and across college football.
Culture, in Freeman’s view, is about more than just team spirit or motivational speeches. It encompasses the daily habits, attitudes, and behaviors that define a program. It’s about building an environment where every player understands their role, respects their teammates, and holds themselves accountable to a higher standard. For Freeman, culture is also deeply tied to character — he wants his players to grow not just as athletes but as individuals who embody the values Notre Dame represents. Integrity, discipline, humility, and resilience are cornerstones of the culture Freeman seeks to nurture, believing these traits naturally translate into performance on the field.
One of the key reasons Freeman believes culture is so important is that talent alone isn’t enough to guarantee success. Many teams have star players, but without a strong culture, those teams can struggle to function cohesively. Freeman understands that football is the ultimate team sport, requiring everyone to operate in sync and support one another. When the culture is strong, players buy into a shared mission, making sacrifices for the good of the team and pushing each other to be better. This collective mindset, Freeman asserts, creates an environment where success becomes inevitable because the players trust and hold each other accountable.
Freeman’s approach to building culture is deliberate and consistent. From the moment players join the Notre Dame program, they are immersed in the expectations and values that define the team. This starts with clear communication about what it means to be a Fighting Irish player—not just in terms of skill but in attitude and commitment. Freeman and his staff work hard to establish trust and respect early, setting the tone for how players will interact with coaches, teammates, and the community. This consistency helps create stability within the program, allowing players to focus on development rather than navigating chaos or uncertainty.
Another crucial aspect of Freeman’s cultural philosophy is leadership development. He believes every player has the potential to be a leader, and it is the coach’s job to help uncover and nurture that potential. By encouraging leadership at all levels, Freeman fosters a culture of accountability and empowerment. Veteran players mentor younger teammates, creating a pipeline of leadership that sustains the program beyond any one season. This peer-driven leadership model strengthens the culture, making it self-reinforcing and resilient even during challenging times.
Freeman’s belief in culture also extends to how the team interacts with the broader Notre Dame community. The Fighting Irish have a rich tradition that extends beyond football, and Freeman emphasizes that players are representatives of the university’s values and legacy. This perspective encourages players to take pride in their role and understand the responsibility that comes with wearing the Notre Dame uniform. Community service, academic excellence, and personal conduct all factor into the culture Freeman promotes. By connecting football success to these larger ideals, Freeman creates a deeper sense of purpose and belonging for his players.
The results of Freeman’s cultural approach are already beginning to show. Notre Dame has experienced moments of on-field success, but more importantly, the program is developing a reputation for resilience and character. Players and staff alike speak about the positive atmosphere and shared commitment within the team. Freeman’s focus on culture has attracted recruits who want to be part of something bigger than themselves, further reinforcing the program’s trajectory. As the team continues to grow under his leadership, the emphasis on culture is shaping not just how they win games but how they build a sustainable and respected program.
Freeman’s perspective on culture also offers valuable lessons for coaches and leaders beyond football. In any team or organization, success depends heavily on the environment and relationships that leaders cultivate. Talent and strategy are important, but without a strong, positive culture, those elements can falter. Freeman’s approach demonstrates that investing in culture—through clear values, consistent expectations, leadership development, and community connection—can create lasting success. His belief that culture wins resonates because it taps into the human element of teamwork and achievement.
In a world where winning is often reduced to statistics and results, Marcus Freeman’s emphasis on culture reminds us that true success is about more than just numbers. It’s about creating a space where individuals come together with a shared purpose, hold each other accountable, and strive for excellence in all aspects of their lives. At Notre Dame, Freeman is proving that when culture is the foundation, winning becomes a natural outcome. This philosophy not only guides his coaching but also inspires players, staff, and fans to believe in something greater than just the scoreboard.
Ultimately, Marcus Freeman’s unwavering belief in “culture wins” is what sets him apart as a coach. He understands that building a winning football program requires patience, persistence, and a commitment to values that transcend the game itself. Through his leadership, Notre Dame football is not just chasing championships but creating a legacy rooted in integrity, teamwork, and character. For Freeman, culture is not a buzzword—it is the key to unlocking the full potential of his team at every level, and it is what will sustain the Fighting Irish for years to come.
