“We weren’t just coaching football. We were building something lasting.”
On the rugged southern Oregon coast, where rain, wind, and isolation test your toughness long before your first snap, Kevin Swift spent 21 years turning a tiny program into a powerhouse. His journey didn’t begin with state titles or sellout crowds. It started with a single belief: culture wins—especially at small high schools where resources are limited, but heart can be unlimited.
After four decades in coaching—including 35 years at the high school level and 20 as a head coach—Swift knows the secret to sustained success in small-school football: build a culture players believe in, and everything else follows.
How One Small School Built a Big-Time Culture
Gold Beach High School didn’t have the biggest roster or flashiest facilities. But under Swift’s leadership from 1997 to 2018, it made five state title appearances and won two. Those championships weren’t won with trick plays or raw talent alone—they were rooted in something deeper.
“You always talk about empowering your kids and giving them an opportunity to have ownership over what’s going on in the program.” (01:40)
Swift took that philosophy seriously. In 2004, he introduced a new punt formation—one that evolved into a creative, player-led offensive weapon. He didn’t just tell players what to do, he asked them what they saw, and he gave them freedom to act on the field. That decision didn’t just change the playbook—it changed the culture.
Giving Players Ownership Changed Everything
Swift wasn’t trying to be clever or unconventional for the sake of it. He wanted to teach kids how to think, lead, and trust themselves.
“I think the most important thing to take from this is finding a way to empower the kids, give them some ownership, trying to make the game still fun.” (08:48)
This approach flipped the usual top-down coaching model on its head. At Gold Beach, even special teams became something players fought to be part of—not just an afterthought. By the time the team ran six plays out of its punt formation—each one named and suggested by players—the team had created more than a strategy. They had created identity.
Discipline and Freedom Can Coexist
Swift never abandoned structure—he merged it with freedom. A Catholic school graduate who valued discipline and accountability, he still made space for innovation by trusting his athletes.
“I believe in a very disciplined, structured team. But I think we evolved as coaches.” (05:36)
That evolution made a difference. His players didn’t just memorize plays—they believed in them. They helped build them. The outcome? A culture where kids owned their roles, stayed committed, and kept competing—even from the bench. That energy showed up in practice. It showed up on game days. Most importantly, it followed them off the field.
Takeaways for Coaches in Small Schools
If you’re coaching at a small high school, it can feel like you’re always behind. But Swift’s approach proves something different: winning culture doesn’t come from school size—it comes from your mindset.
Here’s what worked for him:
- Build structure, but stay open to evolution.
- Listen to your athletes. Let them lead.
- Create ownership, not just obedience.
- Let kids think critically and contribute ideas.
- Design systems that keep every player engaged.
- Blend discipline with room for creativity.
- Make even special teams a source of pride.
- Focus on culture before scheme
Kevin Swift’s 40-year coaching career offers a simple but powerful blueprint: when kids feel ownership, culture takes root—and winning follows.
Related:
Brian Kight – Changing Culture
Creating Buy-In and Playing to Strengths for a Strong Start