The Transfer Portal: Gen Z's Default Setting

The transfer portal has become one of the hottest topics in college sports, reshaping the landscape like never before.  With more athletes exploring new opportunities, coaches are being forced to rethink how they build and retain their rosters. Some coaches are questioning their long-term future in the business altogether! The pace of change feels relentless. 

I often hear, “Kids these days are different.” My response? “Yes, they are. Why wouldn’t they be?”  The world has certainly changed.

How We Got Here

Here’s a quick overview of major developments in college athletics over the past few years:

2018: NCAA transfer portal was introduced.  To offer a more streamlined approach and to add more transparency amongst schools, the transfer process moved from ‘permission to contact’ to ‘notification of transfer’. ‘Permission to contact’ required student-athletes to inform coaches of their intent to leave, in which coaches and/or administrators could deny the request. ‘Notification of transfer’ gave autonomy and freedom of movement to student-athletes.

2019: California became the first state to pass the “Fair Pay to Play Act”: Essentially, the start of NIL.

2020: COVID called for eligibility extensions. Athletes were granted an extra year of play.

2021: Immediate eligibility was granted for 1-time transfers. This transfer rule only applied to undergraduates. Graduate transfers were eligible for transfer without sitting out.

2021: Student-Athletes could benefit from their Name, Image and Likeness (NIL).

2024: Multi-time transfers were allowed immediate eligibility.

It’s important to acknowledge other societal shifts during these years; The rise in mental health awareness, social justice movements, and gender equity.  COVID, singularly, presented numerous challenges including virtual and hybrid learning for Gen Z. Implementation of NIL and the changes within the transfer process speak to who Gen Z is and what they have endured, not just in sport but on a worldly level.

What Makes Gen-Z Athletes “Different”

1. Unlimited Options: Choice and Customization

Gen Z is a generation of option overload.  One size does NOT fit all.  Having grown up with the internet, they are used to having unlimited options for everything.  They seek experiences that are customized to who they are in terms of values, interests and identities.

2. Autonomy: Independent and Self-Directed

Gen Z wants decision-making power.  Social media has empowered Gen Z to build their personal brands while using their platforms to advocate for issues important to them. They understand and embrace using their voice.

3. Connectivity: Digital Natives

Gen Z is the most digitally connected generation, with information always at their fingertips. Socially and professionally, they build and maintain relationships online, often feeling more connected to digital community over real-world.  Despite being digitally connected, they report the highest levels of loneliness and isolation.

4. Focus on Well-Being: Mental Health Advocates

With rising rates of anxiety and depression, Gen Z is more open about mental health struggles. They value balance and will advocate for rest.  They expect a holistic approach to both training and the workplace, prioritizing personal growth beyond performance.

The Transfer Portal is Gen Z’s Default Setting

The process of entering the portal mirrors the way they navigate the world, daily.  They actively seek ‘better fit’ options that offer a true sense of belonging, an empowered voice and an environment that supports their growth. 

I’d be naïve to ignore the impact of NIL (and other factors) on athletes transferring, but at its core, Gen Z seeks to be seen, valued, and supported.

Changing the Setting

Coaches play a vital role in shaping and empowering this incredibly talented generation. But there’s a caveat; you must meet them where they are.

Cliches about family and well-being can’t just be used as recruiting pitches.  They must be practiced and reflected in your everyday culture. Traditional coaching methods are simply outdated.

Gen Z thrives when…

• They understand their purpose and believe in what they are building.

• They are seen, valued, and supported by coaches and teammates.

• The environment fosters holistic development.

Strategies for Improving Athlete Retention

Foster Psychological Safety:

• Lead with transparency. Clearly state expectations and goals.

• Model vulnerability by owning mistakes and asking for help.  Exhibit that it’s ok to express challenges.

• Empower athletes and coaches to support each other.  Adapt to a more collaborative approach by encouraging peer feedback. Allow them to have a voice in the mission!

• Shift your title from “Coach” to “Educator”.  Name the corrective action you want them to take, not the mistake. Players need to feel safe failing and growing.

Emphasize Emotional (and Social) Intelligence:

• Regulate your own emotions in high-pressure situations. Athletes mirror you. Calm and thoughtful responses lead to greater performance.

• Foster open communication and encourage athletes to be radically honest.

• Be mindful of their time. Today’s athlete craves balance.

• Set personal growth goals along with performance goals.  Celebrate progress rather than outcomes.

• Embrace their individuality. Acknowledge their authenticity within their style, presence and beliefs.

Create Personal and Professional Opportunities:

• Encourage integration into campus culture outside of athletics.  Find mentors and/or interest groups where they feel a sense of belonging.  Share resources based on their values and passions.

• Involve your alumni.  Partner alum up with athletes in their professional fields.

• Research the off-campus community for social impact and advocacy opportunities.

Gen Z gets a bad rap! Truth is, they have endured major societal shifts in their short lifetimes. Embracing the future of coaching is a great opportunity to shape the next generation of change-makers.  They are creative innovators, socially-aware community builders and the most educated generation yet. When embraced and understood, Gen Z is an incredibly impactful generation.

Change is hard but evolution is necessary.  Are you up for the challenge, Coach?