James Franklin addresses NIL plan for recruiting at Virginia Tech: 'We’re not going to lead with money'

James Franklin is wasting no time establishing the foundation of his philosophy at Virginia Tech. During his introductory press conference, the Hokies’ new head coach laid out a clear, detailed vision for how he intends to build the program, and how he plans to navigate the ever-evolving world of NIL and roster construction.

First, Franklin pushed back on the idea that success has to be transactional, despite a college football era defined by rapid movement. More than anything, he emphasized that Virginia Tech will still be built on long-term player development and old-school values, even as the sport shifts around him.

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“I’m a big believer that this is still a developmental game for young men — developing them on the football field, developing them in the classroom, and developing them to be prepared for the next phase of their lives,” Franklin stated. “I still believe you can run your program with an old-school perspective. I want this to be transformational, not transactional.”

Franklin acknowledged that college football has entered a polarizing time, one where NIL and transfer movement have accelerated dramatically. Still, he refused to concede that programs must abandon their identity to compete. Instead, he argued that the best modern programs blend tradition with adaptation.

He also stressed how critical it is for Virginia Tech to mirror the infrastructure of the sport’s elite. The Hokies don’t just need to pitch development, they must present an environment that feels big-time from the moment recruits step on campus.

“They need to walk into Virginia Tech football and have it look, feel, smell, and operate like big-time football — every aspect of it,” Franklin said. “How we make them feel when they walk into the building, how important they are to what we’re trying to do.”

He made clear that’s only part of the equation though. What truly matters, he argued, is eliminating deficiencies. Against the top programs in the sport, lacking even one key piece, whether it be facilities, staff, support, or culture, becomes the difference: “What stands out are the things you’re lacking,” he claimed. “Every box needs to be checked.”

Franklin couldn’t end his soliloquy without shifting to the topic dominating the sport in NIL. The Hokies’ new head coach didn’t mince words either. He’s not going to make money the first, second or even third selling point of his program, but he was equally firm that Virginia Tech must remain competitive in that area.

“We’re not going to lead with money,” he explained. “I want young men to choose our program because it’s where they want to be. But we do need to be competitive with other schools, because it doesn’t make sense to ask these young people to walk away from significant money.”

Alas, that balancing act will be central to how Franklin builds his roster. Unlike some programs that rely heavily on transfers, Franklin made his model clear, intending Virginia Tech to be a high school developmental program first and foremost. However, his this coming season could be an exception.

“In Year 1, we’ll probably use the portal differently than we will in future years,” Franklin noted, but he cautioned against becoming too dependent on the portal, “… If you’re a portal team and you live by the portal, then every year you’re going to have to live by the portal. It’s hard to ever get out of that cycle.”

As you can tell, Franklin delivered a clear and unmistakable message in one press conference. Virginia Tech is planning to compete with modern tools, but they’ll also build their bounce-back with traditional values.

They won’t lead with NIL in the process, but they won’t fall behind in it either. Above all, they’ll be built to last, and not constructed overnight. Perhaps it’ll be what leads to him getting over the hump he never could at Penn State.