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Michael DiRocco
JACKSONVILLE, Fla. — Following each victory celebration in the Jacksonville Jaguars’ locker room this season, coach Liam Coen would perform an enthusiastic fist pump and declare, «How does that feel?» This catchphrase came from his father, Tim, who used it after wins while coaching in college and high school in Rhode Island — though his fist pump was a bit different.
As the season progressed and the wins increased — 11 … 12 … 13 — the fist pumps became larger and more enthusiastic. So did the cheers and excitement from players and coaches.
«[It’s] a lot of buildup, a ton of prep, emotions, communication, there’s that line between being exhausted and adrenaline at various times,» the rookie head coach reflected on the postgame ritual. «So yeah, even as a coach, you want to unwind a bit afterward.»
Players enjoy it as well.
«I can’t quite put my finger on it … Whether it’s a fist pump or not, it’s always thrilling each week to see him come in with such energy and enthusiasm,» tight end Brenton Strange shared. «… It motivates us to fight for him, the organization, and everyone here even harder.»
When owner Shad Khan appointed Coen last January, the Jaguars had just wrapped up a 4-13 season. They were dealing with a quarterback in Trevor Lawrence who was struggling and a defense that ranked 31st overall, last in pass defense, and had forced the fewest turnovers in the league.
Nearly a year later, Coen — together with executive vice president Tony Boselli and general manager James Gladstone — has guided the Jaguars to a 13-4 record (the second-highest win total in franchise history), clinched an AFC South title, and is set for a home wild-card game on Sunday (1 p.m. ET, CBS) against the Buffalo Bills.
The significant turnaround was triggered by a shift in the team’s culture to a «one-voice» strategy, a readiness to adjust and move away from ineffective assignments, and helping Lawrence to reach the peak of his performance.
If you check with the players, they will tell you that Coen, 40, is the primary factor in this improvement.
«He understands what it takes to forge a great football team,» running back Travis Etienne Jr. stated. «He knows what the players need to hear to prepare for Sunday. And I believe he has been excellent for us. He essentially came in to transform everyone’s mindset and truly instilled a growth mindset for all of us.
«We’re grateful for him and are eager to see what he brings for us moving forward.»
Arizona Cardinals tied the contest against the Jaguars with a field goal with three seconds left in the final quarter. The Jaguars responded with Cam Little’s 52-yard field goal to start their possession, while the defense clinched a 27-24 win by deflecting a fourth-down pass inside the 5-yard line.
In the locker room afterward, Strange succinctly articulated a transformation he sensed within the organization.
«I’m incredibly proud of this team for maintaining composure and never giving up because it’s been a different story in the past,» he remarked. «What sets this team apart is our steadiness; we keep pushing forward regardless of circumstances.»
There’s no disconnect between the head coach and general manager on matters such as playing time, team identity, and play-calling responsibilities. Defensive players aren’t resorting to rock, paper, scissors to determine field time. And there are no claims of players quitting.
Now, there is harmony among Coen, Boselli, and Gladstone.
They function under what Boselli called a «one voice» principle, meaning that the message given to players, coaches, staff, and the broader organization is consistent: there’s a specific standard to be upheld if you wish to be a member of the Jaguars.
«Mentally and physically tough individuals who cherish football and the game itself,» Coen articulated in Week 18 while describing his expectations for his players. «… we desire these guys to ultimately care for one another and prioritize the team above all.»
Tank Bigsby.
Bigsby entered the offseason vying with Etienne for the top running back position, but as training camp progressed, it became evident that Etienne had secured the role. Bigsby was displeased, and the coaching staff had multiple discussions with him regarding his attitude, according to a source familiar with the situation. He had only five carries in the Jaguars’ season-opening victory over Carolina (Etienne had 16 carries for 143 yards) and at times appeared disengaged with teammates and coaches on the sidelines.
He was traded to the Philadelphia Eagles the following day.
Since day one, Coen sought to promote teamwork and collective effort.
Several players noted that it became clear in January that there were changes in the atmosphere and sentiment within the team facility in 2024. Coen rearranged locker assignments during the offseason to encourage players to familiarize themselves with different teammates. Defensive end Josh Hines-Allen stated that competition drills held during offseason conditioning and organized team activities fostered camaraderie.
«That right there was a solid beginning for us as a competitive team,» Hines-Allen commented. «Desiring to celebrate your teammates while also wanting to compete against them. I considered it an excellent start for us.»
Coen has also developed his own motivational approach.
He has embraced the «nobody respects us» mindset. This became especially evident after the Jaguars’ Week 14 win over the Indianapolis Colts when he answered a query about how the Jaguars would manage the respect that would inevitably follow their ascension to 9-4 and first place in the AFC South.
«That’s the beauty of it. It’s not coming,» he asserted. «You know that. It’s just not. And that’s the beauty of it, and it’s completely fine.»
Two weeks later, he capitalized on a remark made by Denver Broncos coach Sean Payton about the Jaguars just before the teams were set to clash at Empower Field at Mile High: «It’s a smaller market, but you observe a really good team.»
In his postgame news conference after the Jaguars’ 34-20 victory, Coen’s first words were: «Grateful that a small-market team like ours can come into a place like Mile High and get results.»
Linebacker Foyesade Oluokun noted that Coen ensured everyone was aware of Payton’s comments leading up to the game, and the players thrived on it.
«An untrained observer might think, ‘Oh, that was merely a nice remark. I figured [Payton] called us a good team,'» Oluokun reflected the following day. «However, we dislike that little-brother narrative, so that energy he brought to the locker room was invigorating.
«… I appreciate that energy.»
Brian Thomas Jr. had an impressive rookie season in 2024, but he struggled with dropped passes and appeared hesitant to engage in contact early in this season, prompting Coen to elevate rookie Travis Hunter to the WR1 position in Week 7. Against the Los Angeles Rams that week, Hunter caught eight passes for 101 yards and a touchdown — one of three 100-yard performances by Jaguars players this season.
The Jaguars were not receiving much production from receiver Dyami Brown, who they had signed to a one-year, $10 million contract in the offseason. Brown recorded 16 catches for 194 yards, three drops, four carries and averaged 40 snaps per game in the first seven weeks, prompting the Jaguars to promote Parker Washington — originally the No. 4 receiver — into a greater role.
When Hunter sustained a season-ending knee injury during practice ahead of the next game, Washington was given even more responsibility. He collected 17 catches in the seven games before Hunter’s injury and 36 (and counting) in the nine games since — including two outings with over 100 yards.
The Jaguars also brought in receiver Jakobi Meyers at the trade deadline from the Las Vegas Raiders to compensate for Hunter’s absence. Since then, Meyers has evolved into Lawrence’s most reliable target, particularly in the middle of the field.
On defense, the Jaguars were seeing minimal output from veteran defensive lineman Emmanuel Ogbah (12 tackles in eight games despite being on the field more than 60% of the snaps in four of those games) and 2024 second-round pick Maason Smith (11 tackles in nine games) throughout the first nine weeks of the season. As a result, they turned to undrafted rookies Danny Striggow and B.J. Greene to assume Ogbah’s responsibilities and Matt Dickerson in place of Smith. Ogbah has been inactive in three of the last five weeks, and Smith has been inactive since Week 15.
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Coen’s communication abilities are exceptional, remarked center Robert Hainsey, who had been with Coen last season in Tampa Bay. Players value Coen’s transparency and honesty, along with his capacity to engage in difficult conversations, he explained.
«Every coach must be willing to tackle those tough discussions, and [Coen’s] committed to addressing them candidly,» Hainsey commented. «It’s not an attack. It’s not confrontational, it’s not personal. Whatever the situation, it’s simply, ‘Hey, this is what’s currently happening.’ And when someone approaches you like that, you reciprocate as an adult. That dynamic between players and coaches is indicative of a positive culture.»
Another shift Coen implemented involved his starting quarterback.
Starting in the offseason, Coen revamped Lawrence’s footwork — for instance, he is now positioning his left foot ahead of his right in shotgun formation (Lawrence had positioned them the opposite way throughout his entire football journey) — and standardized his dropbacks.
This is all integrated into Coen’s offensive strategy. The footwork is combined with specific concepts, routes, and the depth of the drop, which is tied to timing.
While it took Lawrence half a season to adjust to his third offensive scheme since being drafted, everything appeared to click after Coen made one additional modification. He encouraged Lawrence to «cut it loose.» This implied that Lawrence was no longer overthinking avoiding mistakes. Over the past two months, Lawrence boasts a 77.3 QBR (third highest in the NFL), 251.1 passing yards per game, 19 touchdowns, five interceptions, 187 rushing yards, and five rushing touchdowns. Moreover, the Jaguars hold an 8-0 record.
«Liam and I maintain a solid relationship, and we’re consistently communicating,» Lawrence shared. «And, as a quarterback, it’s a comforting feeling when you know your coach has faith in you. …
«A significant aspect of the whole teamwork dynamic is the trust between the coach and us and vice versa. I think that trust is developing each week, and it’s been enjoyable.»
Josh Allen.
The Bills are favored by 1.5 points on the road according to DraftKings sportsbook, despite the Jaguars standing as AFC South champions and winners of eight straight games.
The Bills lead the league in rushing (159.6 yards per game) and boast the NFL’s top-ranked pass defense (156.9 YPG), but handling Allen poses a major challenge for the Jaguars. He has accumulated 39 total touchdowns (25 passing, 14 rushing), ranks seventh in Total QBR (64.7), and in mid-December orchestrated a comeback against the New England Patriots from a 21-0 deficit to win 35-31 in Gillette Stadium.
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«I recall facing him in 2020, and again in 2022 [when Coen was with the Los Angeles Rams], and he exhibited some remarkable skills against us like stiff-arming defenders and launching the ball down the field effortlessly,» Coen reflected. «Observing him as a competitor through numerous playoff appearances, he consistently steps up to make significant plays in critical moments, which is why he has long been an MVP candidate.»
The Jaguars possess the league’s best run defense (85.6 yards per game), and Lawrence — who concluded the season with 4,007 passing yards and 38 total touchdowns (29 passing, nine rushing) — is showcasing the finest football of his career during the team’s eight-game winning streak.
Regardless of the outcome, Coen accomplished a remarkable transformation of one of the NFL’s worst teams in under a year.
«Liam is an outstanding coach,» cornerback Greg Newsome II remarked. «For this to be his inaugural season is incredible. I believe he deserves the Coach of the Year award.»
