Ep. 040: Building Championship Level Athletic Programs w/ Brent Buttjer
- Ryan Snaadt
- 7 hours ago
- 4 min read
Building Championship Culture: Leadership Lessons from AD Brent Buttjer and Ryan Snaadt
Des Moines business owners are constantly searching for the "secret sauce" of organizational growth. Whether you are scaling a tech startup in the East Village or managing a manufacturing plant in Ankeny, the fundamental challenge remains the same: How do you build a winning culture from the ground up?
In a recent episode of the Rhymes with Odd Podcast, Ryan sits down with Brent Buttjer, the Activities Director (AD) for Dallas Center-Grimes (DCG) Community Schools. With over 31 years in the Iowa education system, Buttjer has navigated the diverse landscapes of Iowa athletics—from the blue-collar "hard hat" mentality of Fort Madison to the high-stakes, high-revenue environment of Ankeny.
His insights offer a masterclass in leadership, personnel management, and the importance of community investment. Here is an overview of the key takeaways for Des Moines leaders and marketers.
The "Special DNA" of High-Level Management
Ryan Snaadt opens the conversation by highlighting the unique pressure of the AD role. Unlike a head coach who focuses on a single season and a specific roster, an Activities Director manages the entire ecosystem. At DCG, Buttjer oversees not just 16 athletic programs, but also Fine Arts, including show choir, jazz band, and speech.
For the Des Moines business owner, Buttjer’s "70-hour work week" reality is a familiar one. He describes the role as requiring a "special DNA"—the ability to keep multiple "plates spinning" simultaneously.
The Lesson for Leaders: True leadership isn't just about specialized skill; it’s about the "magnitude" of the position. As you move up the ladder, your job shifts from managing tasks (the "kids") to managing managers (the "coaches"). Buttjer notes that the further you move into leadership, the more intentional you must be about staying connected to the front lines.
Scaling Culture: From Fort Madison to Ankeny
One of the most compelling segments of the interview focuses on Buttjer’s transition between school districts with vastly different socioeconomic profiles.
1. The Turnaround: Fort Madison
When Buttjer arrived in Fort Madison, he encountered a "downtrodden" program where losing had become the status quo. To change the trajectory, he didn't just focus on the scoreboard; he focused on energy and competitiveness.
Personnel Changes: Buttjer emphasizes that building a championship culture often requires "coaching people out" of positions if they aren't bought into the new vision.
The "Road Cred" Factor: When hiring, he looks for a mix of "road cred" (veteran experience) and raw potential.
2. The Expansion: The Ankeny Split
When Buttjer moved to Ankeny, he faced a different challenge: the split between Ankeny High and Ankeny Centennial. This wasn't about "fixing" a broken culture; it was about rebuilding an identity in a high-expectation environment.
In Ankeny, the community expectation is simple: State Championships. Buttjer discusses how navigating "entitlement" is actually just navigating high expectations. For Des Moines marketers, this is a vital distinction. High-end clients and high-performing communities don't just want a product; they expect excellence as a baseline.
The $45,000 "Wow" Moment: Marketing and Revenue
Ryan Snaadt and Buttjer dive into a story that perfectly illustrates the scale of Iowa high school activities. In Fort Madison, a "big" Friday night gate might bring in $6,000.
However, during the first "Ankeny vs. Ankeny Centennial" rivalry game, Buttjer was met by police officers at the end of the night.
"They said, 'Are you ready to go to the bank? We're going to give you a police escort,'" Buttjer tells Snaadt.
The total revenue from the gate and concessions for that single night? $45,000.
The Marketing Takeaway: For local businesses, these numbers represent more than just ticket sales; they represent captured attention. In Iowa, high school activities are the primary social engine of the community. With participation rates as high as 84% at schools like DCG, the "market share" of school activities is unparalleled. If you aren't finding ways to support or integrate your brand with these community pillars, you are missing the largest audience in the Metro.
Why Participation Matters for the Future Workforce
A recurring theme in the Rhymes with Odd Podcast is the development of the individual. Buttjer argues that participation in activities (from E-sports to Football) is the best predictor of future success.
Eligibility and Accountability: Students learn that if they don't do the work in the classroom, they can't help their team on the field.
Controlling the Controllables: Ryan Snaadt reflects on his own time being coached by Buttjer, remembering the "little coaching points" that build confidence and translate into life skills.
For Des Moines employers, the "multi-sport" or "multi-activity" student is the ideal hire. They have been "stress-tested" by the 70-hour involvement culture and understand the value of a "hard hat and lunch pail" approach to their craft.
Conclusion: Investing in the Iowa Ecosystem
The conversation between Ryan Snaadt and Brent Buttjer serves as a reminder that whether you are coaching wide receivers or managing a sales team, relationships are the currency of success. Building a "Championship Level Program" requires:
High Energy: Breaking the status quo through sheer enthusiasm.
Strategic Hiring: Finding people who want to be in the community for the long haul.
Community Buy-in: Turning a Friday night game into a $45,000 economic event.
As Dallas Center-Grimes continues to grow and Ankeny remains a powerhouse, the leadership lessons from the AD office will continue to ripple through the Des Moines business community.
Looking to Level Up Your Brand’s Story?
If this episode inspired you to think differently about your organization's culture and community presence, Ryan Snaadt can help you capture that energy through professional video storytelling.
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