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Eli Lederman
LOS ANGELES — Lincoln Riley and Jen Cohen spent over nine months securing the hire.
In early 2024, USC’s head coach and athletic director aimed to recruit a general manager, targeting someone capable of modernizing the Trojans’ front office in the lucrative landscape of college football.
They evaluated a wide array of candidates, emerging personnel stars from both the Power 4 and NFL sectors. Texas Tech general manager James Blanchard declined the role, as did Alabama’s Courtney Morgan. Consequently, Riley and Cohen’s search spilled into the fall of 2024, extending through the program’s 7-6 conclusion in Riley’s third year leading the charge.
«We discussed that [search] more than any other single subject during our years together,» Riley mentioned to ESPN earlier this month. «We both realized the significance of finding the right fit and providing that individual with an excellent staff.»
«Our patience has yielded results,» he continued.
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Ultimately, USC zeroed in on a bold, highly energetic 30-year-old with experience in the front office and a keen understanding of the sport’s shifting dynamics: Chad Bowden from Notre Dame.
The offspring of Jim Bowden, who formerly managed the Cincinnati Reds, Chad was the director of recruiting at the University of Cincinnati when the Bearcats made it to the College Football Playoff in 2021. While at Notre Dame from 2022 to ’25, he successfully revamped the personnel structure alongside Marcus Freeman and assembled the roster that faced Ohio State for the national championship on January 20 this year.
Just four days after the championship, USC enticed Bowden with a multiyear contract exceeding $1 million annually, according to ESPN sources. In under a year, he has forged one of the most comprehensive recruiting classes for 2026 in the nation, revitalizing the Trojans — at least for now — as a recruiting powerhouse.
«I was aware of the potential this place possessed,» Bowden stated. «It had the makings of something historic. A dynasty could be established here.»
Indeed, following the revamping of its front office, adopting a highly aggressive recruiting strategy, and initiating new efforts to strengthen local connections, Bowden, Riley, and USC are poised to enter the early signing period on Wednesday with ESPN’s top-ranked recruiting class in the 2026 cycle. If this remains the case, it would signify the Trojans’ first No. 1 class since 2007, harkening back to the prime years of the Pete Carroll era.
sign 33 prospects this week, including 18 members of the 2026 ESPN 300, highlighted by five-star recruits Keenyi Pepe and Elbert Hill. Notably, the class encompasses 19 commitments from California, just four fewer in-state enrollees than the program, surprisingly, signed throughout its initial three complete recruiting cycles under Riley altogether.
The financial outlay? Industry insiders informed ESPN that the Trojans’ incoming class will exceed $9 million, heavily linked to a series of front-loaded NIL agreements that stimulated a surge of 21 commitments from February 1 to May 30 prior to the implementation of the House settlement in July.
However, uncertainties persist. Can USC’s newfound investment — in its roster, a restructured front office, and a key player in the contemporary college football recruitment movement — finally return it to constant national prominence and secure the Trojans’ position at the top for good?
Internally, there is confidence that the program’s star-studded 2026 recruiting class is merely the beginning.
«Everyone desires for this place to be exceptional again,» Riley remarked. «It feels as though the groundwork has been laid, and everything is in place for a significant run. I believe we’re just witnessing the onset of that.»
BOWDEN SPENT A SIGNIFICANT PORTION of his initial 90 days as the general manager of USC navigating the Los Angeles traffic.
He traveled extensively across Orange County and Los Angeles to interact with prominent university benefactors. He met with coaches at top high school programs such as Mater Dei and St. John Bosco. From the homes of aspiring recruits to the sideline of Snoop Dogg’s youth football league, Bowden roamed Southern California with a straightforward and emphatic message.
«It was about saying, ‘Man, this is how we intend to develop it,» he expressed to ESPN earlier this month. «California is our primary focus. It is our sole concern. We aim to nurture the state.»
Of all the responsibilities on Bowden’s agenda upon his arrival in January, none were more crucial than this one. Rehabilitating USC’s image locally was essential for the program’s revitalization.
During Carroll’s tenure from 2001 to ’09, the program built a figurative fence around California recruiting. According to ESPN research, 69% of USC’s high school signings originated from within the state during five cycles spanning 2006 to 2010. In Carroll’s prime years with the Trojans, the top talent from California remained home, fueling USC’s most successful era in the 21st century with local recruits.
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«I was at Long Beach Poly in the early 2000s,» recalled Mater Dei head coach Raul Lara. «I’ll always remember how consistently USC’s staff visited our school. My initial year, I had five All-Americans. They ultimately signed four of them.»
Back then, it would have been unimaginable that the Trojans could ever struggle to maintain local pipelines. However, in the post-Carroll era, the Trojans’ presence within the state began to diminish.
The NCAA sanctions necessitating Reggie Bush’s return of his Heisman Trophy shook the program and led to USC losing 30 scholarships in 2010. The succession of three head coaches in six years — Lane Kiffin, Steve Sarkisian, and Clay Helton — resulted in even more instability. Years later, USC lagged in adapting to the continuously evolving financial model of college football. The university’s initial in-house NIL collective, «BLVD,» collapsed after a brief nine-month existence. Numerous other efforts also failed significantly.
Several high school coaches across the state noted to ESPN that by the 2020s, as schools like Alabama, Georgia, and Ohio State ramped up their recruitment efforts on the West Coast, the Trojans effectively relinquished their status as the region’s leading recruiting entity.
«We felt that other institutions were more successful in recruiting locally than they were,» Mission Viejo coach Chad Johnson remarked. «It was like, man, we hadn’t seen USC at all. However, we were witnessing Oregon making daily visits.»
Initially, Riley also faced challenges in pinpointing the right strategy. After transitioning from Oklahoma in 2021, he projected a national vision for recruitment as part of his appeal to restore USC. Two years afterward, Riley expressed that the roster he had taken over contained «players from California who, in my view, shouldn’t be on the USC roster for various reasons.»
«Staying hidden behind the guise of ‘At least we’re recruiting California kids’ isn’t beneficial to the program,» he told reporters in the fall of 2023.
This sentiment irked local programs and recruits alike. It was glaringly evident in Riley’s early USC classes. Since 2006, the Trojans signed only three classes with fewer than 50% of the recruits hailing from California, as revealed by ESPN research; each of these was under Riley.
Throughout those three cycles, USC obtained only nine of the 73 in-state prospects featured in the ESPN 300. Meanwhile, future stars (and California prospects) like Matayo Uiagalelei (Oregon), Nate Frazier (Georgia), and Dijon Lee Jr. (Alabama) migrated to out-of-state programs. In the 2025 class, Alabama (5), Oregon (4), Washington (4), and Texas A&M (3) secured as many or more elite recruits from California compared to Riley and the Trojans (3).
«The landscape has shifted significantly,» Sierra Canyon coach Jon Ellinghouse commented. «They prioritized national recruitment for a while. Consequently, they lost traction, resulting in several years of struggles where minimal success was achieved. It all spirals downwards.»
Trent Mosley instantly perceived this shift. His older son, Emmett Mosley V, was a three-star recruit in the 2024 class. Neglected by the Trojans at that time, he ended up at Stanford and then transferred to Texas in 2025.
Trent Mosley had already established a strong relationship with Bowden during their Notre Dame days. He pledged to USC in March, just under two months after Bowden’s arrival.
«From kid to kid, the entire approach changed when Chad joined USC,» the elder Mosley recounted. «He’s formed a connection with our family. It’s authentic.»
On Wednesday, the Trojans are set to sign eight of California’s 31 top 300 recruits for the 2026 cycle, almost equal to the total from 2023 to ’25. In summary, at the conclusion of Bowden’s first cycle at USC, the Trojans will secure more California recruits — 19 — than in any class since 2011.
«Chad brought an invigorating atmosphere,» remarked Russell Redeaux, father of four-star running back commit Deshonne Redeaux. «Everything surrounding USC had turned into a wait-and-see situation. Chad took charge decisively. I think many of us in California appreciated that.»
JONAS WILLIAMS WAS still officially committed to Oregon when he took a trip to USC in early February.
ESPN’s No. 3 dual-threat quarterback had already established a connection with Riley through frequent phone calls. However, during a visit to Riley’s office, Williams was genuinely taken aback when a vibrant personality burst through the door.
«Chad entered and exclaimed, ‘What up, fam?’ And I was like, ‘What’s up?'» Williams recalled. «Then he introduced himself and was just a relatable guy. You could effortlessly connect with him due to his youthful vibe. Honestly, I couldn’t gauge his age.»
Talanoa Ili, ESPN’s No. 6 outside linebacker, shared that his phone was constantly buzzing with Bowden’s texts until he eventually committed to the Trojans in June. Bowden was even more direct in his approach with four-star offensive guard Breck Kolojay.
«He rang me and essentially said, ‘I’m drafting you,'» said Kolojay, who chose USC over Georgia and Miami in July. «That was his statement. He said, ‘I’m drafting you. There’s no need for you to choose.’ I found it amusing when he said that. However, I quickly realized this guy is an impressive individual.»
High school coaches throughout the state have noted a renewed sense of optimism from USC since Bowden’s entry. Many also commend Bowden’s forthrightness. «Chad is transparent,» noted St. John Bosco’s Jason Negro. «He has recognized their weaknesses and is actively addressing them with determination.» These same traits have helped Bowden bond with Riley as well.
«We’re both quite straightforward,» Riley described. «At times, you get the impression you’ve collaborated with someone longer than you actually have. That feeling materialized rather quickly.»
Bowden has developed a reputation as a versatile asset in recruiting: a talented relationship builder, a forthright negotiator, and an enthusiastic motivator willing to go to great lengths to secure victories.
At Notre Dame, he once donned a leprechaun outfit to welcome recruits. In another, more notorious occasion, Bowden was expelled from the South Bend airport for blasting music from a boom box as recruits arrived at baggage claim.
Bowden attributes the seemingly quick success to the front office team he has put together at USC.
Director of recruiting operations Zaire Turner and recruiting analyst Logan Snead — child of Los Angeles Rams GM Les Snead — joined him from Notre Dame. Assistant general manager Drew Brown (Illinois) and director of player personnel Max Steinecker (Wisconsin) rapidly came on board last winter. Additionally, Bowden retained numerous previous USC personnel staffers, including Aaron Amaama, Skylar Phan, and Weston Zernechel, who are vital components in one of the most robust and well-resourced personnel teams in college football.
«We boast the finest front office team in the country,» Bowden declared. «The entire operation resembles the NFL.»
Mark Bowman underwent a significant transformation regarding USC, ultimately committing to the Trojans’ 2026 class in May. Interestingly, months prior, toward the end of the 2024 season, ESPN’s No. 29 overall prospect was resistant about visiting the program altogether.
«To be candid, we had to persuade him to attend that game,» Bowman’s father, Kirk, stated. «He didn’t show much interest. But once Chad was in place, everything shifted for us.»
By the time Bowden arrived in January, Bowman had Georgia, Ole Miss, Oregon, and Texas among his leading schools. However, Bowden’s pitch was honest and captivating.
He conveyed to Bowman and his family that USC could anticipate being a solid team of eight to nine wins in 2025, but he anticipated the Trojans’ rebuild wouldn’t achieve its full potential until 2026 or 2027. Throughout the forthcoming months, Bowden emphasized how pivotal their son was to that vision.
Bowman committed to USC in May, impressed by the combination of optimism and realism. Before the Trojans’ victory over Iowa on November 15, his father approached Bowden on the sideline and had a discussion.
«I said, ‘Chad, everything you told us is unfolding as promised,'» Kirk Bowman recalled. «As a parent, that brings immense reassurance. It shows that ‘This guy had a vision, and it is truly manifesting here.’
THERE ARE INDICATIONS of advancement everywhere around USC. The program’s capability to secure the nation’s No. 1 recruiting class, as well as maintain it over the past six months, is just one example.
The Trojans concluded the regular season at 9-3, a noteworthy improvement following a decline in 2023. Financially, with Cohen, Riley, and Bowden’s alignment, USC is well-positioned to sustain its momentum in acquiring talent. Next summer, the program will transition into a cutting-edge performance center valued at over $200 million.
For Bowden, it’s all that Cohen promised when he joined USC.
«The sole reason for what we’ve accomplished this year is due to Jen Cohen’s vision,» Bowden stated. «It’s precisely why I chose to transition from Notre Dame to USC; Jen’s vision for this program was centered on winning. It intended to be as assertive as possible. It required proper alignment and structure in all facets of the program.»
Crucially, under Bowden’s guidance, the Trojans were among a cohort of Power 4 programs that capitalized on the pre-revenue sharing market this spring by heavily investing in front-loaded player contracts before the spending cap came into effect with the House Settlement on July 1.
«Just like everyone else nationwide,» Bowden remarked.
Numerous programs distributed front-loaded agreements to retain active players on their rosters and attract new ones from the transfer portal. According to ESPN sources, few institutions, if any, have been as proactive with such deals for the 2026 high school class as USC, which secured 30 of its 33 commitments in the 2026 cycle prior to July 1.
Industry sources indicated to ESPN that USC initiated financial arrangements to committed recruits through collective agreements earlier this year, issuing parts of a given contract ahead of time to minimize the cap hit upon their arrival on campus. Per ESPN sources, Bowman, the Trojans’ fourth-ranked commitment, has already received the first half of a three-year contract valued in seven figures annually.
Within the personnel sector, USC’s financial approach and general strategy for roster management in the 2026 recruiting cycle evoke a range of reactions, from admiration to envy to widespread skepticism.
«They’ve effectively stayed ahead of the curve,» a Big Ten personnel director conveyed to ESPN.
«Their administration has adopted an aggressive stance, and I believe they possess the financial resources to execute it,» remarked an SEC GM. «They’re banking on the idea that the regulations won’t be enforced, which is really astute.»
By regulation, student-athletes must disclose all pre-college NIL earnings to the College Sports Commission upon enrollment. Nevertheless, since the NIL framework launched earlier this year, doubts have surrounded the enforcement and its ability to oversee agreements and early payments, like those distributed by USC and other schools this recruiting cycle.
A signing class that might ultimately exceed double the average Power 4 class has its fair share of critics, too. «Their high school class may nearly equal the cost of our entire roster,» stated an ACC GM. Some critics question the worth of a potential eight-figure high school class under a revenue-sharing model and in an era of unrestricted transfers. Others express worries about the genuine talent within a group comprising as many ESPN 300 commitments as any nationally.
The Trojans have witnessed numerous false starts over the last fifteen years. Riley, holding a 35-17 record at USC, falls noticeably short of the high expectations established upon his appointment four years ago. He is acutely aware that perceptions, especially in Los Angeles, hold great significance. Reality does, too.
Indicators suggesting USC is — at long last — on the brink of an upward trend are present. The program is spending as if it were a College Football Playoff contender. Gradually, but certainly, critical local connections and pathways are being rejuvenated. With Bowden, the Trojans possess one of the most ambitious personnel figures in college football, alongside a modern front office designed to manage the program’s roster effectively.
«I think people needed to witness evidence that this university was committed, that they had the right personnel in place, and that the reconstruction and the excitement surrounding it were more than mere rhetoric,» Riley told ESPN. «People have heard promises about this place before. They want to see evidence of it becoming the powerhouse that we all know it is capable of being.»
On Wednesday, the Trojans will cement the top-ranked signing class in the nation.
For Riley and Bowden, this signifies more than just a recent milestone in the shifting perception around USC. Within the program’s 2026 recruiting haul, they perceive a talent collection that could redefine the program and perhaps the clearest indication yet of where the Trojans’ reconstruction may lead.
«This group recognizes the opportunity,» Riley noted. «They understand its significance. I believe they all sense that something extraordinary is poised to unfold here.»
