The Cost of Winning

As a keen observer, Gerald Gurney gives us real insight into the challenges facing college athletics. He devoted much of his professional life to making academic achievement for student athletes a core mission. This memoir describes his efforts to do just that. -- David Boren, past president, University of Oklahoma
Dr. Gerald Gurney was a great man. He was a pleasure to work with when I was athletic director at the University of Oklahoma. His goal was to graduate every student athlete. A man of great character and integrity. -- Steve Owens, 1969 Heisman Trophy winner, athletic director, University of Oklahoma, 1996-1997
The Cost of Winning is essential reading for college sports enthusiasts. A story told through comedy, satire, and tragedy, Dr. Gurney’s memoir reveals that the athletic scholarship system for profit-driven sports is a charade. As he compellingly illustrates, there are winners and losers in the game of big-time college sports—a game that profits from the exploitation of athletes. This is a score that needs to change. -- Mary Willingham, co-author of Cheated: The UNC Scandal, the Education of Athletes, and the Future of Big-Time College Sports
Gurney stands out as one of the rare experts in rules compliance and academic support, combining deep experience with unwavering integrity. His reputation is built on a career marked by a steadfast commitment to ethical principles, even when faced with pressure from influential coaches and college presidents. With knowledge of the inner workings and hidden secrets of college athletics, Gurney’s insights offer a genuine and unfiltered perspective on the field. His reflections are not just informed but authentic, providing a crucial and honest view of the complexities of college sports. -- Donna A. Lopiano, PhD, president of Sports Management Resources and The Drake Group, co-author of Unwinding Madness
Each chapter in The Cost of Winning reminded me of what a privilege it was to learn from and work with Gerry. As I read, I could almost hear his booming voice and see his smile, as he shared his unmatched knowledge of the highs and lows of big-time college sports. Gerry’s memoir not only critiques the commercialization of college sports but also follows his journey as a dedicated advocate for exploited college athletes. This book is a must-read for anyone wanting to see beyond the facade of the Power-4 college sports industry and understand the true 'cost of winning.' Gerry’s honest and compelling account is both eye-opening and invaluable. -- Richard M. Southall, EdD, professor, Department of Sport and Entertainment Management Director, College Sport Research Institute (CSRI), University of South Carolina
In this poignant memoir, Gerald Gurney provides a rare insider’s view of the challenges in supporting the academic goals of college football and men’s basketball players. He reveals how a multi-billion-dollar sports entertainment industry promotes a narrative of academic success while undermining these athletes’ chances to benefit from their promised educations. Serving as a testament to his unwavering commitment to their welfare, The Cost of Winning also reflects Gurney’s lifelong efforts to hold NCAA officials and college sports leaders accountable. Ultimately, it presents vintage Dr. Gurney, marked by pointed criticism of the NCAA and a deep respect for academic integrity and higher education in America. -- Ellen J. Staurowsky, EdD, professor of sports media, Ithaca College
In The Cost of Winning, Gerald Gurney offers an insightful, behind-the-scenes look at the pitfalls of college sports and the struggles to course-correct. For anyone eager to understand the latest bizarre twists in the evolution of intercollegiate athletics, while enjoying a compelling read, this book is for you. -- Andrew Zimbalist, PhD, professor emeritus of economics, Smith College; co-author of Unwinding Madness
Dr. Gerald Gurney was an outstanding and thought-provoking leader in college athletics. He challenged us to think critically and continuously focus on the welfare of the student-athletes. Integrity and graduation, and the person (whether a mentee or a student-athlete) were his focus. -- Ursula Gurney, deputy athletics director, University of Missouri Kansas City; former president of the National Association of Academics and Student-Athlete Development Professionals (N4A)
Gerald Gurney’s book The Cost of Winning gives one of the few 'boots on the ground' looks at big-time college athletics from the academic perspective. His unvarnished description of real-life conversations and events is not a 'tell-all' as much as a dose of reality. Coupled with his passionate admiration for all student-athletes regardless of background or circumstance, this book is a testament to his devotion to a life-long pursuit of supporting college students. -- Brian Davis, educational consultant and former athletic administrator, University of North Carolina and University of Texas, Gurney mentee and former Iowa State University student-athlete
‘Keep them eligible, Gerry,’ the university president said—unwittingly revealing the academic corruption in college sports. Why the corruption? The Cost of Winning explains why: people cave. Faculty cave; administrators cave; presidents cave. Where others cave, Gerald Gurney stood tall. Color him, Professor of Courage. -- Jon Ericson, founder of The Drake Group
As a friend and more importantly my mentor, Dr. Gurney was without a doubt the preeminent authority on the course and future of collegiate athletics. -- Max Weitzenhoffer, faculty and former regent, University of Oklahoma
As a mentor and friend, Dr. Gurney’s influence reached far and beyond my college years and his unwavering support not only helped me graduate but also ensured I was equipped for life after my professional athletic career. His impact on my personal and professional journey has been both profound and long lasting. -- Renaldo Works, former University of Oklahoma student-athlete and NFL athlete; National Football Foundation National Scholar-Athlete
When Bob Hitch became the AD of SMU, he asked me to recommend who he should bring on board. I knew without hesitation that Gerry Gurney was the right choice. The full story of this pivotal time and much more is revealed in The Cost of Winning. As Gerry foresaw, the landscape of college athletics is poised for significant change, for better or worse. Anyone aspiring to a career in this field must read The Cost of Winning to understand and navigate this evolving 2.0 revolution! -- Lynn Lashbrook, EdD, president and founder of Sports Management Worldwide
There are simply no words that describe what Dr. Gurney meant to me. He supported me, challenged me, and gave me opportunities that literally changed my life. I absolutely would not be where I am today with the happy and healthy life that I have if it weren’t for him. I am one of many that he impacted in this way. -- Annette Bryntesson-Moran, assistant dean of students, University of Oklahoma College of Engineering, Gurney mentee and former University of Oklahoma student-athlete
Dr. Gerald Gurney represents everything that is right about collegiate athletics. Always authentic, Dr. Gurney saw potential in me that I was unable to see in myself. My professional and personal successes today are directly linked to the indelible challenges, encouragement, and support I received from Dr. G. -- Carl Anthony Pendleton, police captain, City of Norman, former University of Oklahoma student-athlete
In this book, Gerald S. Gurney delivers a posthumous and unflinchingly honest examination of the ethically fraught world of NCAA Division I athletics. Far more than a memoir, this book stands as a scathing exposé, policy critique, and ethical manifesto, combining decades of administrative insight with a resolute call for reform… The Cost of Winning is both timely and timeless. * The Journal of Issues of Intercollegiate Athletics *