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Why I Lead in Athletics

I’ve loved sports for as long as I can remember.

 

From the time I was six years old, I played anything I could—soccer, baseball, backyard football, kickball, dodgeball. My first clear sports memory is of watching Dwight Clark make The Catch from Joe Montana, replaying it over and over again in my bedroom. As I grew up, I was constantly in motion: pickup basketball games at the park, neighborhood football games, or sneaking away to catch whatever big game was on TV. I’d check on how the Buckeyes were doing against Chuck Long’s Iowa team, watch Keith Byars run wild across my living room floor, and even rig up a tiny TV in the back of my mom’s van so I wouldn’t miss Bernie Kosar and the Browns stomp the Vikings.

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Clearly, I was more than a fan—I saw the world through the lens of sports.

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That perspective carried me through my own playing career, through years of football, soccer, and baseball into my teens and early college years. Sports were a stabilizing force for me during some of the most challenging times in my life. When my parents went through a long and difficult divorce, I found belonging and consistency in my teammates. The locker room became a safe place, and the field became a proving ground. Sports were there when not much else was.

Ian Palmer in a button up light colored business shirt
Ian Palmer leads a team of army cavalrymen in a march while bearing ceremonial swords
Ian Palmer in full official army fatigues in front of an American flag
Ian Palmer in combat attire gives instructions to a group of military members in a desert

After a few Division III football programs showed interest—and after briefly entertaining the fantasy of walking on at Notre Dame as a kicker—my playing career came to an end. But the lessons I learned through sports stayed with me: discipline, teamwork, humility, and the idea that success is best measured by the team’s outcome, not your own. Those lessons shaped me in ways that extended far beyond the field.

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When I began my career in the Army—first through ROTC, then as a commissioned officer—I realized how seamlessly those lessons transferred. Leadership in the military looked and felt a lot like leadership in athletics. Both are built on cohesion, culture, discipline, training to standard, developing others, serving others, and winning—whether that victory is on the scoreboard or in accomplishing the mission.

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There were moments in my career when I considered leaving the Army, and every time I did, the only thing that ever felt like a real alternative was coaching. The parallels were undeniable. Both worlds demand cohesive cultures made of discipline, accountability, and serving others in the pursuit of victory.

 

My love for athletics never faded—it evolved. I found new purpose at the intersection of leadership and athletics: helping coaches and teams reach their full potential not just through better strategy, but through stronger culture and leadership.

Today, my work is about bringing those two worlds together. I partner with coaches who want to go beyond the X’s and O’s—to build championship cultures rooted in personal leadership, aspirational vision, and disciplined execution. My mission is to help leaders in athletics cultivate teams where trust, accountability, and shared purpose drive sustained success.

It’s not just consulting—it’s coaching leaders to coach better, lead better, and ultimately, build something that lasts.

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