Joshua Shoemaker: Finding Your “Why” in Sports Operations
Olivia Watkins | NILvana Sports
Working in sports is often seen as exciting and glamorous, but the reality is much more demanding — and rewarding in different ways. Joshua Shoemaker, Director of Operations for Women’s Lacrosse at the University of Southern California, offered a detailed look into his path, daily responsibilities, and advice for students looking to enter the industry. His insights highlight the importance of persistence, adaptability, and staying grounded in your “why.”
Starting Out: Volunteering and Persistence
Shoemaker didn’t take a traditional path into sports. At 28, he decided to go back to school and pursue athletics opportunities. That’s when he began volunteering with football, an unpaid role that quickly showed him he loved the “buzz” of athletics and the relationships that came with it.
He explained that his break came when a football athletic trainer needed help with equipment. What started as a volunteer opportunity eventually turned into a full-time role. Shoemaker spent four years volunteering before earning his first paid position. His journey shows how persistence, patience, and a willingness to help wherever needed can lead to long-term opportunities.
The Reward: Growth and Relationships
For Shoemaker, the most rewarding part of the job is being around people. He enjoys seeing student-athletes learn, grow, and mature over time. The relationships built along the way are what make the long hours and hard work worth it.
Skills That Set Professionals Apart
When asked what skills matter most, Shoemaker pointed to availability, flexibility, and attention to detail. But beyond that, he emphasized personal traits: honesty, integrity, empathy, and intuition. In his view, success in sports operations isn’t just about technical skills — it’s about character and how you interact with people.
Advice for Students Starting Out
Shoemaker’s advice to students is simple: get involved with everything. Be open to opportunities, even if they don’t seem like your ideal role at first. Adaptability, he stressed, is essential. He also reminded students that a degree doesn’t guarantee a job. “Nothing is handed to you. It’s about people. You have to find your why.”
The Future of Sports and NIL
Looking ahead, Shoemaker sees NIL as one of the biggest forces shaping the future of college athletics. The new landscape of athlete compensation and revenue distribution creates both opportunities and challenges. In some cases, he noted, NIL has even led to coaches or programs facing budget adjustments or “pay cuts.” Understanding how NIL affects not just athletes but also the business and staffing side of athletics is crucial for anyone entering the industry.
Misconceptions About the Industry
One of the biggest misconceptions, Shoemaker explained, is that working in sports is glamorous. In reality, much of the work is behind the scenes, and staff members often make sacrifices that go unnoticed. At times, people even invest their own resources just to make things happen. The industry may look polished from the outside, but day-to-day, it’s about grinding and solving problems.
Final Takeaway
Shoemaker’s career path and perspective reflect the realities of sports operations: long hours, unexpected challenges, and sacrifices. But he also made it clear that the rewards are real — building relationships, being part of a team, and making a difference in student-athletes’ lives. For students preparing to enter the industry, his advice is straightforward: work hard, stay adaptable, and never lose sight of your “why.”
