“It Almost Killed Me” — Hugh Freeze Opens Up on Mental Struggles, NIL Pressure, and Nearly Walking Away from Auburn Job in Emotional Interview on The Lou Holtz Show
When you think about SEC football, especially a program like Auburn, the first things that come to mind are big stadiums, fierce rivalries, relentless expectations, and massive pressure. But what we don’t always see is the toll it takes on the man leading the charge. This week, Auburn Tigers head coach Hugh Freeze gave fans a rare and raw glimpse behind the curtain in an emotional appearance on The Lou Holtz Show, where he admitted that the challenges of his first year at Auburn in 2023 nearly drove him to walk away from coaching altogether. In an era where coaches are expected to juggle recruiting, development, public relations, media chaos, transfer portal madness, and now the constant tug-of-war of NIL deals, Freeze said it bluntly: “Year one here, it almost killed me, Coach Holtz. I literally almost wanted to get out of it.”
That’s not something you expect to hear from a coach gearing up for a make-or-break 2025 season, especially one sitting at the helm of a powerhouse like Auburn. But Freeze didn’t hold back, and it was clear this wasn’t about drama or headlines. It was honest. Vulnerable. Human. He opened up about how much the landscape of college football has shifted and how difficult it was for him to adjust to a world where recruiting conversations feel more like financial negotiations than moments to build meaningful connections with young athletes. Coming off his time at Liberty, where he focused heavily on development and character, the abrupt shift into the “dollar value” culture of NIL at an SEC program hit him like a truck.
He said it straight: “It affected me when I went on the grass.” For a coach like Freeze, who has always prided himself on player relationships, personal growth, and building tight-knit team cultures, the intrusion of money into every interaction was jarring. That’s not to say Freeze is anti-NIL. In fact, he understands the players’ right to earn. But what wore him down was how transactional it all felt. Instead of talking about family, faith, grit, or how to lead a team, he found himself answering questions like “What’s the number?” before a player even committed to the vision. And for someone who views coaching as a calling, not just a job, that shift wasn’t just uncomfortable — it was borderline soul-crushing.
Freeze’s comments offer a sobering reminder that the NIL era, while revolutionary and long overdue in many ways, has also added a new layer of stress and complexity for coaches. These men aren’t just Xs and Os strategists anymore. They’re negotiators, fundraisers, and often the frontmen for million-dollar decisions that used to be kept far from the locker room. And for a coach like Freeze, who took the Auburn job not just to compete in the SEC but to build something lasting, that burden almost proved too heavy. He came into 2023 full of fire and belief, but the non-stop mental grind left him questioning everything.
But here’s the thing — Freeze didn’t quit. He didn’t tap out. He leaned in. He reevaluated his approach, leaned on his faith, his staff, and the Auburn community, and committed to building relationships the way he’s always believed in: authentically. That meant tuning out the noise, focusing on what he could control, and reminding his players and recruits that while NIL might be part of the process, it doesn’t define the Auburn experience. That takes guts in today’s college football world, where big money often talks louder than culture. But Freeze made it clear: if he was going to stay, he was going to do it his way.
His way seems to be working. Heading into the 2025 season, there’s renewed energy around Auburn’s program. Freeze hasn’t just adapted — he’s rebuilt. The roster has taken shape with intentionality, and his message is connecting again. One of the biggest signals of momentum came recently with the commitment of five-star athlete Bralan Womack, a player whose recruitment drew interest from across the country. Landing Womack wasn’t just a win on the field — it was a statement that Freeze’s vision is resonating, even in the NIL chaos. Womack didn’t commit just for the money. He committed because he believed in the program, the people, and the process. And that’s exactly the kind of win Freeze wants to build on.
The timing couldn’t be more important. Auburn opens the 2025 season against Baylor on August 29, a game that will set the tone for what could be a defining year. Expectations are high, the schedule is unforgiving, and the fanbase is hungry to return to SEC relevance. But now, Freeze heads into the season not just as a coach with a game plan — but as a leader who’s been tested, humbled, and refined by the pressure. And that might just be what gives Auburn its edge. Freeze isn’t guessing anymore. He knows what it takes to survive in this new era, and he knows how close he came to walking away. That kind of perspective has a way of sharpening focus and bringing out the best in a coach.
Auburn fans, who are no strangers to drama, change, or turbulence, have largely rallied around Freeze, appreciating his candor and commitment. In an age where authenticity is rare, especially in major college football, it’s refreshing to hear a coach tell the truth — even when it’s messy. Freeze didn’t need to say any of this publicly. He could have stuck to the script, talked about scheme, avoided the emotional stuff. But he chose honesty, and in doing so, he connected with people in a deeper way. It’s not just about football anymore. It’s about humanity, leadership, and what it means to stay true to yourself when everything around you is changing.
His story also shines a light on the unspoken side of coaching that fans don’t always see. The late nights. The mental fatigue. The family strain. The pressure to win at all costs while balancing the growing reality that your program’s future can shift based on which booster steps up or which recruit finds a better offer. Freeze put words to something many coaches have likely felt but never shared: that this job, for all its glory and perks, can eat you alive if you’re not careful. And that acknowledgment is powerful, especially for younger coaches coming up in the ranks who are trying to find their footing in this NIL-driven world.
Looking ahead, all eyes will be on how Auburn responds this season — and how Freeze leads them through it. But one thing is certain: the man on the sideline is stronger now. Not because he never struggled, but because he owned it, faced it, and fought through it. That kind of resilience is what builds champions, both on the field and off. The Hugh Freeze who opens the 2025 season isn’t the same one who nearly walked away in 2023. He’s sharper, tougher, and more grounded. And that could make all the difference for Auburn’s future.
Now we want to hear from you. What do you think about Hugh Freeze’s honesty and the mental toll of coaching in the NIL era? Do you appreciate his vulnerability, or do you think it’s just part of the job now? How should coaches balance relationships and business in today’s college football world? Let us know in the comments below — and if you came from our Facebook post, make sure to drop your thoughts there too. This is a conversation worth having, and your voice matters.
