When Joey McGuire took over as head coach at Cedar Hill High School at just 31 years old, he stepped into big shoes, replacing Robert Woods — a coach later inducted into the Texas High School Football Hall of Fame. Woods had been let go due to a lack of wins, a reality that left a lasting impression on McGuire.
“That’s the life of a coach,” McGuire told On3. “At 31, I already understood that winning is what keeps you employed. That mindset has stuck with me every year since.”
Over the course of two decades in high school coaching and now at Texas Tech, McGuire has never lost sight of that truth — this isn’t just coaching; it’s about winning. And that understanding has helped him handle the increasing pressures at Texas Tech, where the program’s expectations have rapidly escalated.
Originally, McGuire was brought in to tap into his deep ties in Texas high school football, unearth under-the-radar talent, and gradually build a competitive, sustainable program. But things changed fast. After oil magnate Cody Campbell sold his company for over $4 billion, he started pouring significant NIL money into Texas Tech football. That financial boost drastically upgraded the roster, arguably making it one of the most talented in the Big 12 — almost overnight.
And with that transformation came immediate pressure to deliver. Big investors expect big returns, and for Texas Tech, that means challenging for a Big 12 title and even a College Football Playoff spot as early as this season.
“This is a different job than the one I signed up for,” McGuire admitted. “There’s definitely more pressure, but I’d take this over being in a spot where you need luck just to stay competitive. Now, we’ve got the depth and talent to survive injuries and still compete. That wasn’t the case before.”
The Red Raiders aggressively revamped their roster in the transfer portal, adding about 20 new players — particularly strengthening the trenches and secondary. Key pickups include UCF defensive lineman Lee Hunter, edge rusher Romello Height (Georgia Tech), cornerback Brice Pollock (Mississippi State), Skyler Gill-Howard (Northern Illinois), and Cole Wisniewski (North Dakota State).
With Texas and Oklahoma now in the SEC, the Big 12 is wide open. Teams like Arizona State, who went from preseason bottom-dweller to conference champion last year, show how tight the competition is. Games are often decided by a few points, and upsets are common.
Texas Tech went 8-5 last season, but McGuire considers that record below expectations — even though they beat both Big 12 title game participants. With the current roster and resources, there’s no room for another “just okay” season.
“We aimed for a specific number of defensive backs but kept adding because the support was there,” McGuire said. “Yeah, the pressure is real — but it’s the kind I welcome. Every critique I hear, I’ve already said to myself. And with the talent we now have, we’ve got what we need to go to war. Now it’s on the coaching staff to make it all work.”
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