CONFERENCE NOW

Joe Theismann Shares Experiences with Change

By Marty Maciaszek

NSGA Director of Communications

Joe Theismann quickly changed a lot of plays during his decorated career as a college and professional quarterback. But two very public events that led to life-altering audibles were a big focus of Theismann’s entertaining and energetic closing keynote address, “The Challenge of Change,” at the 2021 NSGA Management Conference & Team Dealer Summit in Naples, Florida. “I don’t look at this as much as change anymore as an opportunity,” Theismann said. “The question is can we capitalize on them?” Significant change No. 1 occurred for Theismann before his senior year at Notre Dame when he was asked about the pronunciation of his name by sports information director Roger Valdiserri. Theismann found the question a bit odd as he said “Theeseman” (like cheese). Valdiserri mentioned the school believed he could win the Heisman Award for college football’s best player and a “Theismann for Heisman” campaign where he changed the pronunciation of his name could help his cause. “Fifty-nine years ago a brand was created, but it was more of an opportunity,” Theismann said of the name change. “I get that question more than I do about my leg.” Theismann finished second in the 1970 Heisman voting to Jim Plunkett. His opportunity to start his pro career came with Toronto in the Canadian Football League for three years before he joined the Washington Football Team in the NFL. Theismann became the record-setting leader of a Super Bowl champion, won NFL and Pro Bowl Most Valuable Player awards and was selected as the NFL Man of the Year for his community service and dedication to the health and welfare of children in 1982.

He was preparing for his 163rd consecutive game as a player with Washington on November 18, 1985. Millions of people would be watching the Monday Night Football game against the New York Giants and witnessing significant change No. 2 for Theismann. “I started to believe all my headlines and thought I was all those things,” Theismann said. “One of the most important things that exists today is the relationship you have with an organization. I got full of myself. I was Joe Theismann, football star. I was the leader, I was the quarterback of the football team and a champion. I became an individual that thought the world revolved around me. “I wasn’t playing that well when I walked into the locker room and sat down and had a heart-to-heart with Joe Theismann. I wanted to assess where I was and the direction I wanted to go in. Normally I would hit the team logo silently as I walked out to the field for the game. That night I hit the logo and said, ‘Tonight, your life is going to change Joe.’” It changed dramatically in the second quarter on a flea flicker play. The Giants weren’t fooled and Theismann suffered a gruesome compound fracture of his leg when he was sacked by NFL Hall of Famer Lawrence Taylor. Theismann’s playing career was over. “Fifty-five thousand people gave an ovation to this man who thought he needed no one,” Theismann said. “It was an unbelievable experience

>> Super Bowl champion quarterback Joe Theismann during his

closing keynote at the NSGA Management Conference & Team

Dealer Summit.

to have my leg broken. With the direction I was going the Good Lord entered and said, ‘Enough.’ I had to start over as a person. “Once I got hurt I had to be a better person. My whole world changed but my attitude changed as well.” Theismann pivoted into an Emmy-award winning career as a football analyst with outlets such as ESPN and the NFL Network. He became a successful entrepreneur and author, which includes his book How to Be A Champion Every Day, which was released in June 2020. And he shares the lessons he has learned throughout his life with companies and organizations such as NSGA. Joe Gibbs, his Hall of Fame coach, taught Theismann the importance of everyone on a team toward its success. Al Saunders, another ex-NFL coach, once mentioned the importance of being part of the “able” family. “Will they be available, will they be reliable and will they be accountable,” Saunders told Theismann. Theismann also learned a valuable business lesson from the restaurant which bears his name in the Washington, D.C., suburb of Alexandria, Virginia. “Customer service is the only reason you’re in business. It’s all about the customer,” he said. “It’s the little things you can do. I have a plaque from 1975 when I got into the restaurant business. It says, “People Don’t Care How Much You Know Until They Know How Much You Care.” Theismann shared how enthusiasm, motivation, goal-setting, preparation and hard work lead to success. He told the story of going to talk to the New Orleans Saints and legendary quarterback Drew Brees taking meticulous notes.

>> Joe Theismann and Class of 2020 Sporting Goods Industry Hall of Fame inductee Peter

Capolino show off their 1982 Super Bowl rings.

And Theismann talked about all the changes necessitated by the COVID-19 pandemic in March 2020 and the impact it had on the sporting goods industry and Management Conference attendees. “The pandemic has done something to all of us,” Theismann said. “If it had not occurred all of us would probably be doing the same things we had been doing prior to that. “The pandemic forced us to look at business relationships and personal relationships and more important our relationship with ourselves. All the pandemic has done for us is allow us to study ourselves as much as our competitors. Look at it as a gigantic bye week where you sort of reload and go forward. “I look around this room and I don’t see average, I see exceptional. I see exceptional individuals who have survived a difficult time.”

He acknowledged Tyler Grogan, the President of Grogan-Marciano Sports in suburban Boston, who was in attendance. Theismann discussed his admiration for Tyler’s dad Steve, the owner of the business, and the toughness he displayed in the Super Bowl XX loss to the Chicago Bears during his long career with the New England Patriots. Theismann also touched on one of the key issues impacting the sporting goods industry right now. “How many cargo ships are there sitting off the ports right now,” Theismann asked with a smile. “I can’t get footballs. If anyone can help me with that and the same with jerseys I’d appreciate it.”

>> Joe Theismann gets into telling a story for the audience at his

closing keynote at the NSGA Management Conference & Team

Dealer Summit.