2025-26 Season

What Dusty May revealed about coaching, Michigan, and NIL on the Burning Sage podcast

Dusty May was interviewed by “SearchSZN” Twitter burner account Curry Hicks Sage in an early episode of the new Burning Sage Podcast, “a weekly podcast with college basketball’s most interesting coaches and newsmakers.”

The wide-ranging 90-minute conversation is well worth a listen and a subscription — $3 for the episode or $8 per month — and provides some insight and background on the Michigan head coach.

We listened to the podcast and picked out five of the most interesting notes and quotes that May shared throughout the conversation.

1. Unassuming demeanor

Curry Hicks Sage asked May about his perceived persona among fans as an “aw shucks Midwesterner” compared to other coaches viewing him as a “quiet killer,” which allowed May to share his thoughts.

“I do think it’s an advantage to be unassuming. Even when I was a young coach, I felt that by not being a threat, people were comfortable around you and were never threatened by you. So that became just kind of part of who I am, where you know it’s going to be a fight. I’m not going to broadcast the fight. I’m going to try to figure out any way that I can to win the fight. And we’re in a lot of battles. We’re competing on the court, we’re competing in recruiting, we’re competing for financial dollars now in the NIL space.

“I figured out early on that me getting out in front of everyone and broadcasting what I’m doing and who I’m fighting with, and I just felt like that would ultimately be a disadvantage, as opposed to just figuring out how to win each one specifically.”

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