LANSING, Mich. — On a summer afternoon inside WKAR’s Current Sports studio, host Al Martin welcomed a guest whose impact reaches far beyond the football field. Matthew Brown, president of the Lansing Cowboys Youth Football Organization, sat down not to talk wins and losses, but mentorship, access, and the power of believing in kids who need it most.
What unfolded was not just an interview — it was a blueprint for how youth sports can change lives.
From a Helping Hand to a Movement
Al Martin: How did the Lansing Cowboys get started?
Matthew Brown: “It really started about three years ago, and honestly, it wasn’t planned. I was walking past a football field where the Lansing Dolphins were practicing and noticed a coach who could use some help. I offered to jump in for a day or two. They handed me a whistle — and we never looked back.”
That moment sparked what would become the Lansing Cowboys, a youth football program serving boys and girls ages 7 to 14 across the Lansing area. Brown laughs when he recalls how quickly things escalated.
“As soon as they threw me a whistle, I threw one to my nephew, Deon Hollis,” he said. “He’s been the head coach ever since. Deon loves kids, and he has a real passion for helping them succeed.”
A Program Where Cost Is Never a Barrier
What sets the Lansing Cowboys apart is simple — and rare.
The program is 100% free.
- No registration fees.
- No equipment costs.
- No financial barriers.
“We saw families who wanted their kids active but simply couldn’t afford helmets or shoulder pads,” Brown explained. “Especially during the economic downturn, that was real. So we filled the gap.”
Brown, an insurance professional by trade, approached his firm, Insurance Market Advisors, with a simple request: help kids play.
“They didn’t hesitate. They bought in completely and became our founding and ongoing sponsor,” he said. “That’s how we made it free for everyone.”
Tryouts That Change Lives
Each summer, the response is overwhelming.
“We’ll have 200 to 300 kids show up to tryouts,” Brown said. “There’s no risk for parents. The worst thing that can happen is your child leaves in better shape than when they arrived.”
Roster limits are difficult for Brown — not because of logistics, but because of heart.
“We say 80 kids every year,” he admitted. “But my heart pushes it to 110.”
And for kids who don’t make the final roster?
“We don’t call them cuts. Every child receives a minimum scholarship to another program so they still get to play.”
Football as a Classroom for Life
Martin: Why is football such a powerful teacher?
Brown: “Football teaches rules, discipline, and teamwork — the same things kids need in school and in life. You may not like everyone you work with, but you still have to work together toward a goal.”
That philosophy extends beyond the field.
“We didn’t start by leading with academics,” Brown said honestly. “We had to build a winning culture first. Once kids were invested, we showed them academics matter just as much.”
The Story of the ‘Best Cowboy’
One story Brown shared brought the studio to a standstill.
“There was a kid — not the best football player — but he had character,” Brown said. “Every Friday, he’d do field cleanup to earn a small allowance. What we didn’t know at first was that he was using that money for bus fare.”
The child rode his bike to the bus stop, transferred routes, and made the long journey home — all so he could come to practice.
“He loved football that much,” Brown said. “That’s a Cowboy.”
That season, Brown honored the boy at the awards banquet — not as the best athlete, but as the Best Cowboy.
Safety, Concussions, and Doing What’s Right
As concerns about youth football safety grow nationwide, Brown is direct.
“Being a father of seven, I take this seriously,” he said. “Our equipment is always up to date. That’s another benefit of being fully funded — we control safety.”
If a concussion is suspected?
“We pull the player immediately. No exceptions. They don’t return without medical clearance — and even then, I’ll limit their exposure if my gut tells me they’re not ready.”
Proper tackling is taught early.
“No child should ever tackle above the waist,” Brown emphasized. “Waist, hips, legs. Take down the giant. There’s no highlight reel at this age — just safety.”
More Than a Game
For Brown, youth football is a bridge — not a destination.
“I don’t want kids thinking an NFL contract is the pinnacle,” he said. “Ownership. Entrepreneurship. Education — that’s the goal.”
When asked what a child truly gains by becoming a Lansing Cowboy, his answer was immediate:
“Respect. For yourself. For your parents. For your community. If you can’t respect your mother, you can’t respect anyone.”
A Lasting Legacy in Lansing
The Lansing Cowboys compete in the Mid-Michigan Youth Football League, drawing strong community support and packed stands at Gardner Middle School.
“Our parents are incredible,” Brown said. “The atmosphere is electric. It’s real football.”
As the interview closed, one thing was clear: the Lansing Cowboys are not just building athletes — they’re building young men and women equipped for life.
And for Matthew Brown, that return on investment beats anything Wall Street could ever offer.