In 2022, the Duke Blue Devils did something unprecedented in college basketball: they hired a general manager in response to the rise of NIL and the continued decrease in the amateur nature of college athletics. 

Here at UT Martin, the Skyhawks have tasked assistant coach Jawaan Holmes with the same responsibility. This is Holmes’ second season with UT Martin, under head coach Jeremy Shulman, who described him as a “superstar” in the new general manager role. 

“He’s phenomenal,” Shulman said. “This is the start of a big-time career for him as a GM, for sure.” 

Holmes was announced as the general manager of the UT Martin basketball team on May 1, but the concept of a GM role for the team came to fruition earlier in the year—in a phone call after the season ended in the spring. 

“I was on the way home from the Final Four when I got the phone call from Coach Shulman saying that he thought this might be a great time to implement the role as general manager, and he thought I would be a great fit for it,” Holmes said. “Being at the Final Four and going through all the seminars and breakout sessions…then talking to other coaches and GMs and things out there, it just made us realize how real it is.” 

A graduate of Fairmont State, Holmes has a degree in business administration and management, a background the team believed prepared him for this position. Holmes’ official description as GM placed him in charge of tasks such as fundraisers, community outreach, current/prospective player evaluation, roster construction strategy and NIL negotiations. 

Holmes described it as “wearing a lot of hats.” 

Despite the appearance of the first college basketball GM in 2022, the position is not yet standard. In fact, UT Martin became the first team in the Ohio Valley Conference and one of the few mid-major teams to have the role—something Shulman took pride in. 

“I said, ‘You know what? I love the concept. Why does it have to be just for big-time, high-major programs?’ We’re trying to make UT Martin a big-time program. We’re trying to make this a destination,” Shulman said.

The role has allowed Shulman to direct his focus solely on basketball instead of make decisions for fundraisers or answer calls from agents. He can now ensure the product on the court is the best it can be. 

“It’s been phenomenal, because a lot of the things I listed for that position aren’t things I enjoy. I don’t enjoy trying to raise money…I don’t want to have to worry about if an agent is calling. Agents are great. I’m friends with a lot of agents, but I still don’t want to spend a whole lot of time just talking to agents,” Shulman said. “I want to coach and watch film and player develop and improve as a coach as well. So, he’s able to do all of those things. All that takes a big load off my plate, where I can do the things I need to do to help us, hopefully, win games.” 

UT Martin currently rosters eight freshman scholarship players for the 2025-2026 season, making them one of the youngest teams in the country—also a testament to the work of the general manager. Holmes described the Skyhawk recruitment and team-building process in three steps: Love, Develop and Retain. 

The Skyhawks are also unique in their background. The roster represents 11 countries from around the world. A strategy that might keep announcers up at night but has paid dividends on the court and in the community. 

“International players really fit what we do. We really value the team game, unselfishness, real high basketball IQ, and the way a lot of international players have been taught from a young age,” Shulman said. “The other thing is, every place is different, and I love Martin, Tennessee…Our international players come here, and the town loves them. The county loves them. And everyone loves the accents.” 

The unique approach has even drawn national attention as the NCAA and ESPN wrote about UT Martin. Shulman hopes this approach will continue to garner support from the community and grow into something bigger. 

“I’d love to make this a new Gonzaga. Gonzaga started as a small, tiny school where no one knew what the heck or even how to pronounce it,” Shulman said. “Now they’re a powerhouse, but it took a vision, and it took a lot of hard work.” 

Another advantage the team believes a GM provides is retention. Shulman and his staff, with eight freshmen, are attempting to build the program from the ground up, which is not possible if players come and go. The ability to keep players in the system is integral to any team’s success, especially in the modern era of college athletics. 

“We’ve got a big-time GM and that GM’s going to do everything he can to retain our guys,” Shulman said. “I think it’s going to get guys returning year after year, and just help build this into a big-time, big-time mid-major powerhouse.” 

Along with his job as GM, Holmes maintains his position as an assistant coach. That includes film watching and being on the court to coach players at practice and games. He said that is just who he is. However, Holmes did not deny that there is likely a day when assistant coach will not be part of his title, and he will be a full-time GM—but not today. 

“It could be this year, could be next year, it could be the year after. Not really sure, but the balance isn’t hard,” Holmes said. “This is just one hat that I embraced and that I was willing to do.” 

Holmes will now get to coach the players he and Shulman brought to UT Martin on the hardwood, as the team tips off their season against UNLV in Las Vegas on Nov. 4 at 9 p.m.