Tennessee Volunteers Football Coach Josh Heupel Explains Why He Hasn’t Jumped on GM Craze
KNOXVILLE, Tenn. – May 4, 2025
While college football programs across the country are racing to adopt NFL-style general manager (GM) roles in their football operations, one of the sport’s rising powerhouses is taking a different approach. Tennessee Volunteers head coach Josh Heupel addressed the growing trend this week and explained why he has yet to follow suit, choosing instead to maintain a more traditional coaching structure on Rocky Top.
During a media availability ahead of spring workouts, Heupel was asked why Tennessee hasn’t formally appointed a general manager — a role many major programs, including Alabama, USC, and Michigan, have adopted to manage roster construction, NIL strategy, and the transfer portal.
“There’s no doubt the game is evolving, and I respect what other programs are doing,” Heupel said. “But here at Tennessee, we’ve built a model that works for us. I’m heavily involved in roster management, and we’ve got a fantastic support staff that handles NIL, recruiting, and analytics without needing to label someone a GM.”
Staying Hands-On in a Changing Landscape
The GM model has become increasingly popular in college football as programs seek to mirror the NFL’s front-office structure. With the explosion of NIL and the constant churn of the transfer portal, many coaches have handed over personnel responsibilities to an executive-type figure. These GMs often oversee recruiting departments, manage NIL partnerships, and handle scholarship allocations — all tasks that once fell solely under the head coach’s domain.
But Heupel isn’t sold on the one-size-fits-all approach. Instead, he has leaned into collaboration, trusting his tight-knit staff to divide responsibilities while maintaining his own active role in building the roster.
“We’ve been successful because our entire staff is aligned,” Heupel explained. “When you look at how we’ve recruited, how we’ve used the portal, how we’ve supported our players — it’s a collective effort. My fingerprints are still on everything because I believe in staying connected to the entire process.”
Results Speak for Themselves
Heupel’s approach has paid dividends. Since taking over in 2021, he’s engineered a dramatic turnaround in Knoxville, culminating in a top-10 finish in 2022 and a constant presence in the national recruiting conversation. Tennessee’s offense has become one of the most feared in college football, and the program recently landed the nation’s No. 1 recruit, quarterback Jayden Mitchell.
Analysts say Tennessee is managing the modern college football landscape well — even without a dedicated GM.
“You don’t need a GM just to say you have one,” said ESPN analyst Tom Luginbill. “If the head coach is capable of balancing recruiting, roster strategy, and development like Heupel has, the title becomes less important. The results are what matter.”
Focused on Culture, Not Titles
Heupel emphasized that the priority for Tennessee remains culture and cohesion — not mimicking the latest trend.
“You can give someone a title, but if the culture in your building isn’t right, it won’t matter,” he said. “Our staff knows their roles. Our players trust the system. That’s what wins.”
Still, Heupel didn’t completely shut the door on evolving in the future. He acknowledged the pace of change in college football and left open the possibility that Tennessee might eventually adapt its structure.
“We’re always evaluating,” he said. “If adding a GM-type position makes us better at some point, we’ll consider it. But for now, we’re winning with what we’ve got.”
Looking Ahead
As Tennessee continues its ascent in the SEC and on the national stage, Heupel’s unconventional approach will remain under the spotlight. In an era where buzzwords like “NIL strategy” and “roster optimization” dominate the headlines, the Vols are proving that chemistry, clarity, and commitment to fundamentals still go a long way.
