Matt Campbell, newly appointed head coach of Penn State football, is aiming to replicate the success he achieved at Iowa State, where he led the Cyclones to unprecedented heights in the Big 12 Conference. Speaking at the Big Ten media day, Campbell emphasized core values such as fitness, character, toughness, and alignment—principles that defined his tenure at Iowa State and helped transform the program into a consistent contender.

During his decade-long stint with the Cyclones, Campbell guided Iowa State to 14 victories over ranked opponents, including four wins against top-10 teams, and produced eight of the school’s nine winning Big 12 seasons. His approach included cultivating strong leadership among players, fostering accountability, and building a culture that extended beyond the field into academics, nutrition, and conditioning.

Since joining Penn State, Campbell, 46, has brought a significant number of former Iowa State players with him—24 transfers in total—alongside numerous Penn State holdovers. To ease the transition and avoid divisions within the team, he has stressed the importance of merging these groups into a cohesive unit grounded in shared responsibility. He implemented leadership groups combining players from both programs, encouraging seniors to set the tone.

At Iowa State, Campbell’s system relied on developing leaders who maintained and elevated standards over time. Notable players like David Montgomery, Allen Lazard, Brock Purdy, and Breece Hall helped establish that culture, which Campbell hopes to nurture anew at Penn State with emerging talents such as Rocco Becht and Ben Brahmer.

Despite his successes, Campbell’s time at Iowa State was not without challenges. Following a standout 2020 season that included a Fiesta Bowl victory, the Cyclones faced heightened expectations but regressed to a 7-6 record in 2021 and 4-8 in 2022. In response, Campbell undertook significant staff changes, including firing some close associates, demonstrating his willingness to adapt and hold himself and others accountable.

The move to Penn State presents a different environment with higher stakes. The Nittany Lions enjoy access to a larger recruiting base, more elite talent, and significantly greater resources—including nearly $147 million in football-generated revenue in fiscal year 2025, compared to Iowa State’s substantially smaller budget.

Campbell acknowledges the intensified pressure at a Power 4 school but maintains that success will stem from internal commitment to shared values and team-oriented leadership. “If we handle the values and standards internally, our player-driven leadership, staying committed to each other, not letting selfishness come in,” he said, “the scoreboard’s going to take care of itself.”

Players like Rocco Becht praise Campbell’s consistent approach, noting his focus on character and work ethic as foundational to building the best possible team. As Campbell settles into his role at Penn State, he is betting that the principles that propelled Iowa State’s rise will translate into new achievements in Happy Valley.