According to the latest NCAA college athletics demographics, there are a total of 143 Black athlete directors in all three NCAA divisions. Reggie Theus is one of 48 ADs working at Black colleges and universities. But the former college and NBA player holds the rarefied dual role in Division I, as athlete director and men’s basketball coach at Bethune-Cookman (B-C).
Theus, who B-C hired in 2021, was featured earlier this year in MSR’s Sports Odds and Ends. He reflected on his unique role: “It allows me to do big-picture things. I’ve got a lot of great ideas.”
The Wildcats AD/HC spoke to the MSR again, earlier this month during the annual SWAC media days. Bethune opens its 2023-24 season at Minnesota on November 6.
“I’ve got a young team, a mixture of good players and some JUCO players. We’re just trying to figure all that out right now,” admitted Theus.
The SWAC coaches earlier this month named 6-foot sophomore guard Zion Harmon preseason all-SWAC first team. He played in all 32 games a season ago, averaged 13.7 PPG, fifth in the conference in total points (439), ninth in assists (90), and tenth in threes (53).
Harmon also recorded an assist in all but one game and multiple assists in 23 contests last season. His projected backcourt mate is 6’4” senior guard Demani McEntire, who last season led both the team and the SWAC with 64 steals.
Bethune-Cookman also has four bigs: sophs 7-foot Elijah Hulsewe, 6’9” James Henderson, Jr., 6’9” Yousouf Timera, and 6’10” frosh Kiante Williams.
“I look at our depth. I look at our size. And I think that we’re going to have enough size and depth to really deal with just about anything,” continued the coach. “The one thing we lack is a little experience, and that’s something that I have to find out early.”
Theus played college ball at UNLV (1975-1978), then was a first-round pick by Chicago and played for five NBA clubs and two overseas teams. His 15-year career saw him twice named NBA All-Star, making the All-Rookie first team, and seeing his No. 23 retired by UNLV.
His coaching travels, which began after he retired as a player in 2002, include the NBA (Sacramento head coach in 2007-08), stints at three colleges as an assistant and head coach, and NBA D-League head coach. This also includes a stint as Timberwolves assistant coach (2009-11).
When asked, Theus said he is looking forward to returning to the Twin Cities with his club in a few days. “What I know about Minnesota is that they’re very, very, very solid people, kind people, and they love their sports,” he recalled.
“I had a great time there, and I’m looking forward to going back. I have some friends that are still there. It will be a nice reunion for me.”
Running a Division I athletics department, especially for a private Black university, is challenging. Bethune-Cookman is a nonprofit HBCU located in Daytona Beach, Florida.
“I think the hardest part is not having state money. We have to generate all the money that we receive ourselves. I took over a job that did not have any sponsorship, that didn’t have any great relationships with their donors,” explained Theus. “So I have really been spending the last couple of years just trying to bring back those relationships.”
Nonetheless, “I feel really blessed to be able to have both jobs,” said Theus. “To have the opportunity to make a difference in the athlete department in general, is just a dream for me…
“I have the energy. I have the drive. I’m blessed to have the opportunity.”
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