Auburn Basketball’s Bruce Pearl Embraces New Era, Hires Matt Gatens as General Manager in Bold Off-Court Power Move

Auburn basketball head coach Bruce Pearl is no stranger to innovation, evolution, and the ever-changing landscape of college athletics. In his latest strategic shift, Pearl has turned to a familiar face to help guide the Tigers through the rapidly modernizing era of NIL, the transfer portal, and ever-growing recruiting competition. By hiring former Iowa assistant coach Matt Gatens as the program’s new general manager, Auburn has signaled loud and clear: the GM era in college basketball is here—and the Tigers plan to thrive in it.

For Pearl and Auburn, the decision isn’t just about filling a position; it’s about embracing a forward-thinking philosophy that mirrors the organizational structure seen at the highest levels of professional sports. With the lines between college and pro continuing to blur, the GM model is quickly becoming more than just a trend—it’s becoming essential. Gatens, a respected figure in the coaching world and former Hawkeye standout, returns to Pearl’s orbit with a unique blend of on-court experience and off-court management savvy. That’s exactly what Auburn needs in this moment.

Gatens previously worked with Pearl at Auburn as a graduate assistant before moving on to staff positions at Drake and eventually returning to his alma mater, Iowa. There, he gained valuable experience in high-level program management, recruiting coordination, and player development—skills that translate perfectly to this new general manager role. Now he rejoins a program that’s poised to take another leap forward, bringing a fresh yet familiar voice to the locker room, the office, and beyond.

The timing of this move is no coincidence. College basketball, like much of collegiate athletics, is undergoing a foundational transformation. With NIL (Name, Image, and Likeness) opportunities now entrenched in the recruiting process and the transfer portal acting as a de facto free agency system, head coaches are being stretched thin. Their roles have expanded far beyond Xs and Os. They are expected to be CEOs, recruiters, fundraisers, and mentors all at once. In response, programs like Auburn are redistributing responsibilities to keep pace—and stay ahead.

By adding a general manager, Pearl is effectively installing a layer of executive oversight, someone to manage the roster with precision and purpose. This isn’t just about talent acquisition; it’s about retention, branding, communication, and long-term program culture. Gatens will serve as a key liaison between players, staff, administration, and boosters, helping ensure that Auburn remains a top destination for elite recruits while maintaining continuity and cohesion within its locker room.

In the current climate, these kinds of moves can’t be optional—they’re mission-critical. Coaches can no longer afford to treat roster-building as a seasonal task. It’s a year-round enterprise requiring daily focus, deep industry connections, and a deft touch with players, families, and agents. That’s where someone like Gatens becomes invaluable. His coaching background gives him credibility with players, his organizational acumen provides a stabilizing force behind the scenes, and his familiarity with Pearl ensures immediate chemistry and clarity in execution.

More broadly, Gatens’ hiring places Auburn among a small but growing group of college programs adapting to this new administrative model. Programs like Duke, Kentucky, and Arizona have all explored similar hires in recent years. These roles might carry different titles—director of player personnel, executive director of recruiting, or player relations coordinator—but the function is the same: support the head coach in navigating a complex, competitive landscape.

The benefits of having a GM extend into every facet of a program’s operation. Take recruiting, for example. A general manager can track prospects more effectively, maintain daily communications, and build consistent, long-term strategies. In the NIL space, they can coordinate marketing efforts, maintain compliance with NCAA rules, and ensure players are capitalizing on their opportunities without distraction. In terms of roster management, a GM can anticipate departures, identify potential fits in the portal, and maintain the kind of balance that prevents late-spring scrambling.

For Bruce Pearl, who’s entering his 11th season at Auburn, the Gatens hire reflects his understanding that the job of a college basketball coach has changed dramatically from the one he accepted back in 2014. In that span, Pearl has built Auburn into a consistent SEC contender, highlighted by a Final Four appearance in 2019 and multiple top-10 finishes. To sustain that success in this new climate, he knows that adding bright minds and experienced voices is as crucial as signing five-star recruits or drawing up the perfect inbounds play.

There’s also something to be said about trust. Gatens is not a stranger parachuting in with a flashy résumé—he’s someone Pearl has worked with and believes in. That kind of synergy is rare and invaluable, especially when dealing with the nuanced realities of managing a locker room filled with diverse personalities and pressures. Pearl clearly values what Gatens brings to the table, not just as a strategist but as someone who can reinforce the culture Auburn has painstakingly built over the last decade.

The implications go beyond Auburn. With Pearl’s high profile and Auburn’s recent success, other programs will likely take note of this move. As the NIL and portal era becomes more normalized, expect more Power Five programs to follow suit, bringing in experienced basketball minds to serve as program architects behind the scenes. Athletic departments are beginning to treat their basketball operations like full-scale organizations, and the GM role is a natural byproduct of that evolution.

Gatens’ presence could also have a ripple effect internally. For Auburn’s current players, it means another layer of support and advocacy, someone who’s always working behind the curtain to make sure their needs are met and their potential is maximized. For incoming recruits, it signals that Auburn is all-in on modern player development and program stability. And for Pearl himself, it offers the bandwidth to focus on what he does best: leading, teaching, motivating, and winning.

It’s easy to focus on the flashier aspects of college basketball—highlight-reel dunks, buzzer-beaters, and five-star commitments. But what often separates good programs from great ones is what happens when the cameras are off and the gym lights are dimmed. That’s where a general manager makes the biggest impact. Whether it’s maintaining relationships, creating infrastructure, or executing long-term visions, the job is as vital as it is understated.

In Matt Gatens, Auburn has someone who understands the game, the grind, and the gravity of this new moment in college athletics. His presence won’t dominate headlines in the way a top transfer or NBA Draft pick might, but his fingerprints could end up on every win Auburn racks up next season—and beyond.

Bruce Pearl has never been afraid to push boundaries or break molds, and this move is just the latest example. The hiring of a general manager might once have been seen as unconventional or even unnecessary in college basketball. Not anymore. In today’s climate, it’s not just smart—it’s strategic.

So yes, the GM era in college basketball is officially here. And Bruce Pearl, always the innovator, just made sure Auburn is leading the charge.