By Alec Millender

Sports Capital Journalism Program

SAN ANTONIO – The Houston Cougars do not just rely on talent. Their success in a 35-3 season has been built upon culture, a relentless, all-encompassing standard that defines their program from top to bottom. At the heart of that culture is head coach Kelvin Sampson, a man whose influence on his players extends far beyond the court. To many, he’s more than a coach. He’s a father figure.

Sampson’s philosophy starts with recruiting young. “We had five guys that were 17 years old when they came in,” he said Friday, the day before his team will meet Duke in a national semifinal game. “Jamal Shead was 17. JoJo (Tugler) was 17. J’Wan Roberts, 17. Javier Francis was 17.

“I think the strength of our program,” Sampson continued, “is maybe not recruiting the five-star guys like a lot of other schools do, but we develop guys into five stars. We take a lot of pride in that.”

Senior forward J’Wan Roberts recalls arriving in Houston without a clue of what culture meant.

“I didn’t know what I was getting myself into when I first got to the University of Houston,” Roberts said. “I didn’t know what culture was. The guys who came before me helped me along the way, and that taught me. As the years went by, I started to understand the system. At first, I didn’t know why Coach was yelling at me, why he ran me so much. But now I see. He only wants the best for me.”

Roberts, now a team leader, says younger players look up to him. “I’ve learned so much from Coach Sampson,” he said. “How to be a leader, how to bring it every day. I can honestly say I look at him as a second father.”

That culture of accountability and intensity runs deep.

When asked how their intense practices translate to game time, Roberts responded, “That’s all we know. Coach comes to practice every day with a standard and that’s play hard and compete. He always says, ‘Competing is a competition… It’s who wants it more.’”

Tugler, a sophomore forward, echoed the sentiment. “Who’s on the floor first?,” he said. “Who makes fewer mistakes? That’s what matters. I knew Houston was going to make me a better person, a better player. I’m not worried about stats.”

Across the roster, players point to one thing as the turning point: Summer workouts. For Houston, summer isn’t optional, it’s foundational.

“It all starts in June,” said junior guard Emanuel Sharp. “Coach preaches toughness and hard basketball from day one. For the freshmen, transfers, and new guys, it’s a culture shock.”

Sharp credits teammate Milos Uzan, the starting point guard, for adapting quickly. “Coming into this program and being the head of the snake is tough,” Sharp said, “but Milo’s done it. Waking up at 6 a.m., giving 110 percent every day, that’s what prepares us for big moments. We’ve won a lot of tough games, and it all traces back to summer.”

Mentorship, Sharp adds, is critical. “It’s crucial to have guys to show you the way,” he said. “I had Jamal Shead. Everybody had someone. That’s part of the culture.”

And the heartbeat of that culture? Kelvin Sampson.

“Coach comes in every day with the same mindset,” Sharp said. “He’s one of the most consistent people I’ve ever met. He taught me how to work hard, how to lead. That’s how we all try to live and play.”

Like many, Sharp admits there were moments he wanted to quit. “Freshman and sophomore years were tough,” he said. “I used to think, ‘Do I really want to do this?’ But I pushed through and that’s why we’re here today.”

Graduate guard Mylik Wilson recalls the toughest workout of his life this past fall.

“I was throwing up,” he said. “My legs were cramping. I could barely feel them. But going through that — it builds us. Now, when the game gets intense, it’s nothing new. We’ve already been through it every day. That’s what prepares us for battle. We value each other. We push our minds, our bodies, it’s just whatever it takes mentality.”

And that mindset shows. Even with a matchup against fellow No. 1 seed Duke (35-3) and U.S. Basketball Writers Association and Associated Press Player of the Year Cooper Flagg on the horizon, Tugler isn’t flinching.

“We play who we play,” Tugler said. “It’s all about toughness. It’s always about toughness.”

Uzan, the Oklahoma transfer, admits the transition wasn’t easy.

“Coach expects everyone to meet a certain standard,” he said. “It was something I had to adjust to. But once I did, I got comfortable. That’s when I started to take off.”

Tugler said that’s exactly why he came to Houston. “I wanted a place where I could become a better person and a better basketball player,” he said.

Houston doesn’t need slogans plastered all over its facility. As Sampson said during a recent press conference, “We don’t have a bunch of signs around our place. Just one: Culture.”

That’s the message, the mission, and the mindset. And its why Houston continues to separate itself — not just with wins, but with how those wins are earned.