The Franklin way: Built on relationships, trust and belief

It’s easy to see why Hokie fans are eager to rally around their new leader. James Franklin’s remarkable 30-plus years in collegiate coaching speak for themselves—boasting a 128–60 record as one of only three active FBS coaches with a 68-plus winning percentage and 14-plus seasons of head coaching experience. 

Under his leadership, the Langhorne, Pennsylvania, native earned four New Year’s Six bowl victories, a 2016 Big Ten championship and the 2016 Sporting News Coach of the Year honor. His tenure at Penn State returned the program into a consistent contender on the national stage. 

Now, as the 37th head coach of the Virginia Tech football team, Franklin is once again ready to put his proven program-building blueprint into action and elevate the Hokies to national prominence. 

The location may have changed, but Franklin’s core values have not. 

It’s his unwavering belief in genuine, meaningful relationships – relationships with players, coaches, staff and the broader community – that makes him a natural fit at Virginia Tech, a program deeply rooted in the university’s guiding principle of Ut Prosim (That I may serve), which champions service, connection and teamwork. 

“What’s most important is the relationships, the staff and the players,” Franklin emphasized in his first message to Hokie Nation. 

“The players here at Virginia Tech are going to find out I’m a players’ coach. That’s what it’s all about for me. That’s what it will always be about.” 

He built a culture based on family at both Vanderbilt and Penn State, creating an environment where players felt like kin and lives were re-shaped on and off the field. In an era of coaching carousels, his assistants would stick around. To Franklin, every role matters, every contribution counts, and no effort goes unnoticed.  

During his time at Penn State, just moments before stepping onto the stage at the 2017 Fiesta Bowl pregame press conference, Franklin paused to introduce himself to volunteers, shake their hands and thank them for helping support the week’s events. 

“Something as simple as thanking the people who help make game day and our team events possible is important to me,” Franklin said. “It’s something I remind the team of after every win in the locker room, and it’s something I hope sticks with them throughout life.” 

Franklin traces this philosophy back to a formative moment early in his career, when mentor Dwight Galt challenged him to lean deeper into relationship-building as a driver of team success. Though Franklin already possessed many of the traits of an elite coach, Galt stressed that without strong relationships, none of it would matter. 

“It really hit home with me that you can be the best coach in the world—you can be driven, you can be passionate, you can understand fundamentals and schemes––but if guys don’t want to play hard for you, it’s not going to matter. From that point on, I changed and grew.” 

Relationships matter. People matter. Team matters. And, of course, family matters. 

Franklin attributes much of his growth to his wife, Fumi, and their two daughters, Shola and Addy. He often says fatherhood changed his perspective and strengthened his empathy – both as a coach and as a leader. Close mentor Gary Bowman describes the girls as keeping Franklin “anchored to what is really important,” providing constant support and grounding. 

“Being a dad gives you perspective,” Franklin explained. “It reminds you what truly matters. These players are someone’s son. I’m going to treat them the way I’d want someone to treat my daughters.” 

Franklin’s relationships with players have always blended love and accountability. He coaches hard because he cares deeply, and players respond to that. 

That care has fueled not only Franklin’s success, but also lifelong bonds. 

“I’m proud of him, happy for him,” Penn State running back Nick Singleton said when Franklin was announced at Virginia Tech. “He’s a really good coach, even better person… It’s always about the players. So, Virginia Tech, they got a guy right there.” 

Safety Zakee Wheatley echoed the sentiment: “He’s going to make it family-orientated. You’re going to feel the love, you’re going to feel the passion. He’s going to be a great leader.” 

Relationships are also what helped bring Franklin to Blacksburg in the first place. The Friday before his arrival, search committee member J. Pearson—who had spent weeks building a relationship with Franklin—flew to State College with Bud Foster to meet with Franklin and his wife, Fumi, over spaghetti. Their conversations, first sparked in October when Franklin became available, were central to his decision. 

And when Franklin made up his mind, his character shone through once more. The night before signing his contract, he picked up the phone to call Frank Beamer and ask for his blessing. 

“I was a little concerned because I called him three times and he didn't answer,” Franklin joked. “But I was able to eventually get his blessing, and that means a ton to me… Nobody is more important to Virginia Tech football than Frank Beamer and his family.” 

But perhaps the clearest window into Franklin’s heart came when he spoke about former colleague Brent Pry. 

Pry, who served as Franklin’s defensive coordinator for years at Vanderbilt and Penn State before becoming Virginia Tech’s head coach in 2021, remains one of his closest friends in the profession. 

“I always say I’m not going to get emotional, and then I get emotional,” Franklin admitted when thanking the former coach during Wednesday’s press conference. “Brent Pry’s a good friend… I know he poured his heart and soul into this place. I know Virginia Tech is better today because of Brent and the commitment that he made.” 

Just wait to see what happens in Blacksburg. With relationships at the heart of every winning culture he’s built, Coach Franklin’s arrival signals the start of a powerful new chapter for the Hokies.