Cuff raises the bar before the final whistle

When Rob Cuff stepped onto the floor in 2018, state trophy presentations were routine. He had presented thousands with the Utah High School Activities Association, but this one was different.

Waiting for the trophy with outstretched hands was his daughter, Shaylee, who then was a senior on Skyridge’s volleyball team.

“All the girls were there, but I actually got to give her the trophy,” Cuff said. “It was special.”

After a career built on creating opportunities for student-athletes, the moment captured what mattered most, the students.

That philosophy guided Cuff through 25 years at the UHSAA, 17 as executive director. When he retires July 31, he leaves a legacy of growth, expanded opportunities for student-athletes and the belief that high school athletics are an extension of the classroom.

“Athletics offer those teachable moments of winning and losing, and how to bounce back and get up one more time than you fall, and being able to win with humility, dignity and class,” Cuff said. “All of those are lessons that go long after you’re done playing.”

As a multi-sport athlete in football, basketball, baseball and track, Cuff learned from his father, who coached him, before becoming a teacher and basketball coach at Mountain View High School. He was named Rookie Teacher of the Year and led the Bruins to two state titles before joining the UHSAA as an assistant director.

Executive Director Rob Cuff advocated for student-athletes during his 25 years at the UHSAA and saw significant growth in the number of athletes and schools participating. (Photo courtesy of Rob Cuff)

 “I could have stayed coaching another few years, but I wanted my kids to have the benefit of a high school experience where I could just be their dad,” he said.

When Cuff arrived at the UHSAA, there were 125 member schools with about 78,000 participants. Today it’s 160 schools with more than 115,000 participants in athletics and activities.

The association added girls golf, boys and girls lacrosse, girls wrestling, boys volleyball, competitive cheer and esports during his tenure. 

Girls wrestling has become one of the UHSAA’s biggest success stories.

“We had about 125 girls wrestling against boys and now, we’re up to about 1,500 girl wrestlers,” he said.

Unified Sports, through a partnership with Special Olympics Utah, also expanded, offering several sports. 

“Unified is a great program. It’s not just in high schools, but it’s in elementaries and middle school,” he said.

Cuff, who also officiated high school football for 12 years, is proud of the UHSAA’s sportsmanship initiative, Raise the Bar, that promotes character, leadership, respect and responsibility. Its most visible element, “Do Rowdy Right,” encourages students to cheer for their own team rather than against their opponents.

Cuff said the COVID-19 pandemic was the most difficult challenge he faced. In spring 2020, Utah joined every state and canceled spring sports.

“It was the fear of the unknown. Nobody knew, so we stopped playing,” he said. 

Months later, Utah was the first state to resume high school football. Despite testing requirements, spectator restrictions and changing health guidelines, the UHSAA allowed every sport to compete during the 2020-21 school year.

“We had every state championship that year; some states didn’t return high school sports until spring 2021,” he said.

Cuff’s influence extended beyond Utah. He served on the National Federation of State High School Association’s Board of Directors for four years and became the NFHS president during 2021-22. 

In June, 1,000 participants nationwide attended the NFHS Summer Conference, the second time Utah has hosted it.

Cuff now wants to focus on family, with three grandchildren and two more on the way. His plans aren’t set except for sleeping in a little later than his current routine, which starts with six-mile walks beginning at 4 a.m.

UHSAA’s future is entrusted to Ryan Bishop, who previously served as UHSAA assistant director from 2014 to 2017. 

Looking back, what stands out aren’t board meetings or policy decisions.

“The biggest accomplishments I’ll remember most are when I was with the student-athletes, at student-leadership conferences, and seeing them compete and doing their best,” he said. “Not everybody can be a champion, but everybody can be a winner.”

Retiring UHSAA Executive Director Rob Cluff presents Todd Hyer a plaque this past spring for his 40 years of dedication as a UHSAA referee. (Julie Slama/City Journals)