Kirby Smart sends clear message on culture, leadership, and development at SEC Media Days

At SEC Media Days in Atlanta, Georgia head coach Kirby Smart did more than preview his team’s 2025 season, he delivered a masterclass in messaging. Entering his 10th year in Athens, Smart reflected on the program’s evolution while outlining a clear cultural and developmental roadmap for the youngest Georgia roster of his tenure.

A major theme throughout Smart’s podium appearance was the emphasis on identity over hype. Georgia’s 2025 team is composed of 54% first- or second-year players, a stark contrast from last year’s veteran-laden group. But Smart isn’t concerned with inexperience as a weakness. Instead, he sees it as a spark.

“What do you get with that?” Smart said. “You get youthful exuberance… fire, passion, and energy.” He later added, “If [our players] don’t [bring juice and energy], they’ll be confronted by the players that do.”
Smart’s choice of language wasn’t accidental. Throughout the session, he repeatedly highlighted “fire, passion, and energy” as pillars of the program’s culture, elevating them to the level of non-negotiables. While avoiding naming specific leaders, he made it clear that Georgia’s internal accountability will come from players who embody that mindset, not necessarily from the most experienced voices.

Quarterback Gunner Stockton, projected to lead the Bulldogs under center, drew particular praise for his preparation. “He prepared every game as if he was the starter,” Smart said of Stockton’s relief performance against Texas last season. “He taught a lot of our young players that you’ve got to be prepared and ready.”

The message? Leadership isn’t about status; it’s about consistency.

Another key takeaway came during Smart’s response to a question about walk-ons and roster limits. His tone shifted, revealing genuine concern about what he views as a dwindling space for development and opportunity. “I can’t really give a message to the next walk-on because I don’t know that there’s going to be an opportunity,” Smart admitted. Yet even within that uncertainty, he doubled down on character and love for the game as essential traits, whether in scholarship stars or unheralded contributors.

He also made clear that Georgia’s recruiting model still values relationships over transactions in an NIL-driven landscape. “We think the relationship still wins out,” Smart said. “Because the relationship allows you to push people and demand excellence.”

Smart’s stance on development was equally firm. Asked how he accelerates depth-building amid portal pressures, Smart responded pointedly: “You don’t speed up development… It takes what it takes.” His commitment to long-term growth and internal development contrasts with today’s tendency for quick fixes.

Smart also addressed the marquee matchups ahead, especially Georgia’s home game against Alabama. Rather than hyping the rivalry, he grounded it in tradition. “It’s what college football is about… I wish it could happen more often,” he said.

Ultimately, Kirby Smart’s appearance wasn’t about headline-grabbing soundbites. It was about substance. His answers communicated unwavering values: toughness, preparation, leadership through action, and respect for the traditions and relationships that make college football great. And in an era where the sport faces constant flux, Smart’s message was loud and clear: at Georgia, the standard remains the standard.