Westcliff Athletics Expands Beyond the Field at BOSCA
Westcliff University’s Athletics Department is proving that success isn’t just measured by championships — it’s also about making strides in leadership and innovation off the field. Since its establishment in 2019, Westcliff Athletics has risen to national prominence, securing seven national titles — including the 2024 NAIA Finals National Championship in water polo and the 2025 USA Collegiate Large Co-ed Show Cheer Advanced title — alongside 25 conference championships. Now, the department is further solidifying its impact by leading discussions at the Business of Small College Athletics (BOSCA) conference, an event dedicated to addressing the unique challenges and opportunities facing small-college athletic programs.
Westcliff’s Role at BOSCA: A Platform for Leadership
In February, BOSCA hosted its first West Coast event at Vanguard University in Costa Mesa, Calif. Katie Rouse, Westcliff’s associate athletics director and senior woman administrator, and Brandon Peterson, the university’s assistant AD of sports branding, led key roundtable discussions, offering insights and strategies to help small-college athletic departments optimize their communications strategy.
During their session, Rouse and Peterson emphasized the importance of time management and resourcefulness, noting that success in small-college athletics isn’t just about having the biggest budget, but about operating efficiently and creatively within existing limits. They shared practical strategies to help departments maximize their potential through smarter, more effective approaches.
“Being invited to lead a roundtable session at BOSCA was really exciting. It’s truly a compliment to be thought of as a leader in this space among our peers of highly-talented individuals,” said Rouse. “It’s a testament to how hard our team works to promote our student-athletes and to be the best each and every day.”
For Peterson, the experience highlighted Westcliff’s rapid rise in the collegiate athletics landscape. “BOSCA meant that we’re doing something right here, and people are noticing,” he said. “They wanted to know how we do things, and that’s both an exciting and humbling position to be in. It was an honor to be asked to present at BOSCA.”
Innovation and Strategy: Key Takeaways from the Roundtable
The discussions at BOSCA focused on communication strategies, branding, and AI-driven tools for small-college athletics. Rouse and Peterson emphasized the importance of crafting a consistent narrative across all sports programs, ensuring that branding and messaging align with the university’s overarching goals.
“We really wanted to focus on how planning your strategy should directly tie into the ‘narrative’ for your department and university,” Rouse explained. “The story you’re telling should be consistent across all sports, in every season. Planning and prepping your content to reflect that will lead to better time management within all your teams as well. And while every institution is different in terms of resources, budget, staff, etc., you can craft a plan that will be sustainable for the whole year.”
Peterson also highlighted how AI-driven tools are reshaping operations in small-college athletics, making workflows more efficient.
“I’m in Westcliff’s year-long RISE leadership course created by Dr. April Vuong, and in our very first class last March, our class instructor, Harvard’s Dr. Maryam Malek, talked about how if you don’t adopt AI now, you are going to get left behind,” Peterson said. “Before I heard her advice, I was a skeptic. I’m a writer, and I was almost offended at the idea of a machine ‘writing for people.’ That’s not really what AI is. If you use it ethically, primarily for research purposes, it literally can save you hours, weeks, months.”
Looking Ahead: The Bright Future of Westcliff Athletics
As Westcliff Athletics continues to rise, its presence at BOSCA marks a transformation from an emerging competitor to an established leader in small-college athletics. With a relentless commitment to excellence, innovation, and student-athlete success, Westcliff is shaping the future of athletics — both on and off the field.
This rapid growth is a testament to strategic leadership and forward-thinking innovation. Under Dean of Athletics Shawn Harris, the department has built a winning culture rooted in the “5Cs” philosophy — character, culture, community, commitment, and championships — driving remarkable achievements, including:
- Over 30 championships
- More than 100 nationally and conference-recognized scholar-athletes
- A department-wide GPA exceeding 3.0
“The growth here has been tremendous. Having a front-row seat to our student-athletes’ individual and collective success is such an honor,” Rouse said. “Dean Harris knew the value of having a sports information team built of industry experts, and this truly launched the visibility and success of our efforts.
“Our team is committed to attending professional events to continue learning, continuing to self-audit, and taking risks to elevate our production level and ultimate recognition of our student-athletes and university.”
Stay connected with all things Westcliff Athletics by visiting the athletics website for team schedules, upcoming events, and more. And if you’re ready to get hyped for the season ahead, relive the energy of the Winter & Spring Sports Pep Rally!
As always, go Warriors!