Auburn Athletic Director John Cohen Says Hugh Freeze Is Doing Everything Right to Build a Championship-Caliber Football Program

In the high-stakes world of SEC football, success is defined by relentless dedication, competitive vision, and an unwavering commitment to excellence. According to Auburn athletic director John Cohen, head football coach Hugh Freeze is embodying all of those values as he works tirelessly to restore the Tigers to national prominence. Cohen, who was instrumental in bringing Freeze to Auburn in November 2022, has seen firsthand the progress Freeze has made—both on the field and behind the scenes—in laying the groundwork for long-term success on The Plains.

“Hugh is doing all the things necessary to be successful at Auburn,” Cohen said in a recent interview. “He’s recruiting with energy and purpose, developing relationships with players and staff, and creating an environment where everyone is pulling in the same direction. That’s what it takes to win in this league.”

The challenge Freeze inherited was not a light one. Auburn’s program, one of the proudest in college football, had endured years of instability and inconsistent play following the departure of Gus Malzahn and a brief, tumultuous stint under Bryan Harsin. Expectations at Auburn never waver, even during down years, and Freeze walked into a situation that demanded immediate progress and long-term results.

And that’s exactly what Cohen believes he’s getting from Freeze: a coach who understands the moment and has the blueprint for what success looks like—not just in theory, but in practice.

“Hugh Freeze knows what it takes to win in the SEC,” Cohen continued. “He’s done it before, and he’s doing it again—methodically, intentionally, and with a commitment that you feel in every part of the program.”

Freeze’s track record is one that speaks for itself. He built Liberty into a nationally respected program in the Group of Five and, before that, engineered the rise of Ole Miss in the early 2010s, securing wins over the likes of Alabama and assembling top-ranked recruiting classes. But it’s his fit at Auburn—a program that thrives on passion, grit, and southern identity—that has many believing he could be the answer the Tigers have been searching for.

“He fits Auburn,” Cohen said simply. “He understands the culture here. He respects our history, but he’s also not afraid to innovate. He’s brought in great people, invested in relationships, and shown the work ethic that resonates with our fans, our players, and our university.”

Recruiting has been one of the most immediate signs of progress under Freeze. In a league where roster talent often dictates success, Freeze has brought in highly ranked classes, leaned on the transfer portal to fill key gaps, and prioritized high-character athletes with the ability to contribute right away. Auburn’s 2024 and 2025 classes show a clear trajectory—an upward one—fueled by momentum on the trail and Freeze’s personal touch.

“Recruiting is about relationships, and Coach Freeze gets that,” Cohen said. “You see it when he visits families, when he talks to players, when he engages with our community. He’s a builder, and he knows how to bring people together for a common goal.”

The transfer portal, a relatively new tool in college football, has also been a significant asset for Freeze’s rebuild. Cohen praised Freeze’s ability to adapt to the evolving landscape of roster management, noting that Auburn has become a destination for players looking for both opportunity and stability.

“In today’s college football, if you’re not embracing the portal, you’re falling behind,” Cohen said. “Hugh and his staff have been incredibly strategic about the portal—not just adding talent, but the right kind of talent. It’s not just about stars; it’s about fit, mindset, and mission.”

Freeze has also shown a willingness to evolve on the field, adapting his offensive scheme and building a balanced attack that reflects Auburn’s identity: physical, fast, and fearless. While Auburn’s first season under Freeze came with expected growing pains, Cohen said the trajectory of the program has been unmistakably positive.

“You look at how we played last season—even in tough games, there was fight, there was discipline, there was accountability,” Cohen explained. “That doesn’t happen by accident. That’s culture, and it comes from the top.”

Cohen emphasized that Freeze’s impact goes beyond wins and losses. His presence around campus, his outreach to alumni and fans, and his attention to academics and player development all reflect a coach who is building a program, not just a team.

“He’s present. He’s involved. He cares,” Cohen said. “He’s making sure our student-athletes are growing in every aspect of their lives. That matters here at Auburn. That’s who we are.”

One of Freeze’s core philosophies, Cohen noted, is servant leadership—a belief that success begins with humility and service. It’s a mindset that’s taken hold in the locker room, among the coaching staff, and across the athletics department.

“There’s a sense of shared purpose around Auburn football right now,” Cohen said. “That comes from leadership. Coach Freeze isn’t just talking about culture—he’s living it. And when your head coach leads that way, it creates a ripple effect throughout the organization.”

Freeze’s attention to detail and his ability to connect personally with players have also stood out to Cohen, who previously served as Mississippi State’s athletic director and head baseball coach. He understands the intricacies of running a successful program—and knows what to look for in a head coach.

“Hugh takes the time to know his players—not just as athletes, but as people,” Cohen said. “He’s honest with them, he challenges them, but he also supports them. That’s the kind of leadership that builds trust, and trust is everything in a program.”

The expectations at Auburn are always high, and Freeze embraces them. Cohen said that from Day One, Freeze welcomed the pressure and never backed away from the responsibility of leading Auburn football back to national relevance.

“He’s not intimidated by expectations—he thrives on them,” Cohen said. “He came here because he knows what Auburn can be. He wants to be part of something special, and he believes in what this place can achieve.”

Freeze has been equally intentional about assembling a top-tier coaching staff, surrounding himself with seasoned coordinators, elite recruiters, and rising stars in the profession. Cohen called the coaching staff “a reflection of Freeze’s vision” and praised their collective ability to develop talent and elevate Auburn’s brand on and off the field.

“There’s a synergy in that building,” Cohen said. “You can feel it. They challenge each other, support each other, and they’re all aligned with the mission. That kind of cohesion doesn’t happen by accident. Hugh built it that way.”

As Auburn looks toward the 2025 season, optimism is high. The roster is stronger. The culture is more defined. And perhaps most importantly, there is belief—among players, coaches, fans, and administrators—that Auburn football is on the right path.

“Momentum is real, and we’ve got it,” Cohen said. “We’re not satisfied—we know there’s work to be done—but we also know that the foundation is in place. That’s because of Hugh Freeze and the way he’s approached this opportunity.”

Freeze’s faith has also played a central role in his leadership style. Cohen described it as an “anchor” that guides Freeze’s decision-making, relationships, and ability to lead through adversity. In a job as intense as Auburn football, that grounding can make all the difference.

“Hugh’s faith is part of who he is—it’s not something he puts on for show,” Cohen said. “It gives him strength, it gives him clarity, and it helps him lead with integrity.”

As the Tigers gear up for another season, the goal remains the same: compete for championships, do it the right way, and make the Auburn Family proud. With Freeze at the helm and Cohen’s full support behind him, that vision feels increasingly within reach.

“We believe in Coach Freeze. We believe in his process. And we believe in what’s being built here,” Cohen said. “The results are coming—because all the right things are already in motion.”

From the recruiting trail to Jordan-Hare Stadium, from the weight room to the classroom, Hugh Freeze is checking every box. And with John Cohen leading the athletic department, the alignment between administration and football is stronger than it’s been in years.

“Hugh’s doing the work,” Cohen said. “The kind of work that brings Auburn back to where it belongs—at the top.”