# Keith Morris: The standard you walk by is the standard you accept - building a great culture at York Sport

Page: https://stenobird.com/podcast/sporth-e-7092584/keith-morris-the-standard-you-walk-by-is-the-standard-you-accept-building-a-great-culture-at-york-sport
Text version: https://stenobird.com/podcast/sporth-e-7092584/keith-morris-the-standard-you-walk-by-is-the-standard-you-accept-building-a-great-culture-at-york-sport.md
Podcast: [sportH.E](https://stenobird.com/podcast/sporth-e-7092584)
Published: 2025-04-30T07:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/ben-oconnell6/episodes/Keith-Morris-The-standard-you-walk-by-is-the-standard-you-accept---building-a-great-culture-at-York-Sport-e322agc
Audio file: https://anchor.fm/s/f0ba4adc/podcast/play/101836748/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2025-3-27%2F75def4a4-d63d-0eb6-af77-bcc4aa9e7fc6.mp3
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Duration seconds: 2872

## Resource

In this conversation, Keith Morris, Director of Sport at the University of York, shares his journey in sport management, detailing his experiences from his early career. He discusses the challenges faced in higher education sport, the importance of building a constructive culture, and the need for flexibility in managing diverse teams. Keith emphasizes the significance of passion in sport, the necessity of clear communication, and the lessons learned from past mistakes in leadership. We also discuss the importance of navigating difficult conversations, self-reflection, and the need for effective management within university sport. We explore the significance of collaboration between departments, building relationships with student leaders, and the lessons learned from the COVID-19 pandemic. Lastly, Keith shares insights on the influences that have shaped his perspective and offers valuable advice for aspiring sports professionals, emphasizing the importance of integrity, understanding one's role, and fostering a positive environment. Keith recommends 'Surrounded by Idiots' by Thomas Erikson.

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## Transcript

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