Brian Hartline arrived at American Athletic Conference Media Days carrying the resume of a national champion but speaking with the mindset of a builder.
The first-year South Florida head coach isn’t interested in making bold predictions or putting a number on victories. Instead, Hartline made it clear his first season will be defined by something much deeper: building a championship culture that can sustain success for years to come.
Introduced by AAC Commissioner Tim Pernetti, who praised USF for hiring “someone of his caliber” and noted Hartline’s experience at the highest level of college football, the former Ohio State offensive coordinator opened by expressing appreciation for his new conference.
“I’d like to personally start with Tim Pernetti,” Hartline said.
“It’s my first time being exposed to this conference over the last seven months, and it’s been really well done at a high level. His vision, his passion for this conference, and his ability to have the right conversations in the right rooms have been outstanding.”
Hartline then turned his attention to Bulls Nation, signaling his excitement about leading one of the American Athletic Conference’s flagship programs.
That enthusiasm has been evident since he accepted the job following nine seasons at Ohio State, where he helped the Buckeyes win six bowl games and a national championship while developing some of the nation’s top offensive talent.
Now, the challenge is different.
Instead of coaching an established powerhouse, Hartline inherits a USF program coming off a 9-4 season and a bowl victory, with expectations continuing to rise after the program’s resurgence.
For Hartline, the transition has involved more than simply changing offices.
“Moving my family, building relationships with new players—it’s not necessarily an adjustment as much as it is an enhancement,” Hartline said. “I’m creating new routines and new ways of operating.”
Those relationships have become his number one priority.
“They don’t really care how much you know until they know how much you care,” Hartline said. “I’m just trying to make sure we’re building relationships first and execution second.”
That philosophy extends well beyond the locker room.
Hartline has spent considerable time connecting with high school coaches throughout the Tampa Bay area, recognizing that recruiting local talent will remain one of the cornerstones of the program.
“We have a lot of great coaches in the area,” he said. “We’ll continue trying to find more creative ways to get around them, get them on campus more and continue to build those relationships.”
Success Begins with Daily Habits
When asked about expectations entering his first season, Hartline avoided discussing win totals or championships.
Instead, he described a process-driven approach centered on accountability and daily excellence.
“My expectations are for us to continue to maintain and enhance the standard of excellence we’ve had academically,” Hartline said. “We’re looking to develop an elite culture and a standard of excellence in everything we do.”
His goal is to prepare players not only for success at USF but for professional football.
“These guys all want to play in the NFL,” Hartline said. “We’re teaching them what being a pro looks like—the way you operate, the way you arrive every day, your work ethic, how you watch film, how you work together. The way you do things ultimately dictates how successful you are.”
While championships remain the ultimate objective, Hartline believes they are earned through consistency rather than talked about.
“Do we want to win football games? Absolutely. Do we want to win championships? Absolutely,” Hartline said.
“But maximizing our current position is the best way to characterize success in Year One—not by stats, not by wins and not by championships, but by the way you operate on a daily basis.”
Defining the Bulls’ identity, Hartline didn’t hesitate when asked how he wants his football team to be identified.
“I want us to be tough,” he said. “I want us to be resilient. And I want us to be disciplined.”
To Hartline, toughness means executing regardless of the circumstances. Resilience is measured by how a team responds after adversity. Discipline provides the consistency necessary to finish games and compete for championships.
“I think we’ve done a really good job assembling a roster,” Hartline said. “We have a lot of guys that love football and a lot of guys with ability. Now we’re chasing consistency—play after play, drive after drive and game after game.”
Building Through Development
Like every modern college football coach, Hartline must navigate the transfer portal. But while he acknowledges its value, he made it clear that player development remains the foundation of his program.
“I love building rosters through high school development,” Hartline said. “Your culture, your veterans, being proud of being a Bull—that’s a weapon more than ever.”
He called the transfer portal an important resource but emphasized it must complement—not replace—the development of players already within the program.
“It’s definitely a variable and a resource that can be used in a good way,” Hartline said. “But like anything, if you don’t know how to use the resource, it can be pretty bad too.”
A Destination, Not a Stepping Stone
One of the day’s most compelling moments came when Hartline was asked about the perception that USF serves as a stepping-stone job.
His response reflected both the realities of modern college football and his belief in South Florida’s future.
“I think in this new world, anytime you win football games, somebody wants to try to grab you,” Hartline said. “Whether it’s a player or a coach, that’s just common.”
Hartline joked that he was rumored to be leaving Ohio State nearly every offseason.
“I was leaving Ohio State every year,” he said with a laugh.
But he quickly became serious.
“I don’t feel like that’s the case at South Florida, or I wouldn’t be here,” Hartline said. “I would never take an opportunity with the idea that I’m leaving that opportunity. I saw a place that has a ceiling-less trajectory.”
That belief mirrors the vision shared by Vice President for Athletics and CEO of Athletics Rob Higgins, who has repeatedly spoken about positioning USF among the nation’s premier athletic departments.
As Hartline begins his first season in Tampa, his message is clear. He isn’t promising championships overnight. He’s promising the habits, culture, discipline and relationships that championship programs are built upon.
If those foundations take hold, Hartline believes the victories—and perhaps something even bigger—a college football playoff will follow.