Nearly four decades after her final game as a player ended on the floor of the , Susan Walvius has returned to South Carolina women’s basketball — this time with a business blueprint designed for the NIL era.
In 1986, Walvius’ All-American career at Virginia Tech came to a close with a 67-54 loss to South Carolina in Columbia. At the time, it was simply the end of a season. In hindsight, it marked the beginning of a full-circle journey. After launching her coaching career with the Hokies and eventually rising to head coach, Walvius was hired by South Carolina in 1997, taking over the very program that had once ended her playing days.
Over 11 seasons, she compiled a 165-160 record and led the Gamecocks to two NCAA Tournaments, including an Elite Eight run in 2002 — the program’s deepest postseason finish at that time. When she stepped down after the 2007-08 season, few could have predicted her next chapter would unfold not on a sideline, but in the corporate world.
Walvius co-founded SHEEX, a performance bedding and sleepwear company she helped grow into an “eight-figure revenue” brand. The pivot sharpened her expertise in operations, marketing, and strategic growth — skills that have become increasingly valuable in modern college athletics.
Now, under head coach — who replaced her in 2008 — Walvius is back in Columbia as Senior Director of External Affairs, officially titled NIL Operations Coordinator, with a base salary of $200,000. Her office sits near the same space she once occupied nearly two decades ago.
“It’s a full-circle moment,” Walvius told The State. “… I’m super excited. I’m glad to be here, glad to be back a part of something that I spent 10 years of my life doing.”
Why Walvius — and Why Now?
The hire wasn’t the result of a public job search. Instead, it was relationship-driven. Though Walvius and Staley didn’t know each other well, longtime associate head coach Lisa Boyer — who had coached Walvius during her final playing season at Virginia Tech — connected the dots.
“We had the position and we just wanted somebody that could come in here and have a business background, a basketball background,” Staley said. “One day I was with Coach Boyer. Coach Boyer was like, ‘What do you think about Susan?’ I was like, ‘Yeah, that might be a great marriage, so to speak.’”
That “marriage” is strategic.
South Carolina has become a national powerhouse under Staley — winning three national titles, nine SEC Tournament championships and more than 500 games over the past 18 years. But sustained dominance in today’s environment requires more than elite coaching and recruiting. It requires infrastructure, donor alignment and aggressive NIL engagement.
Walvius fits that gap.
“When somebody takes your place at a university and you watch them talking about all the changes and all those kinds of things, that’s hard,” Walvius said. “But I spent that time with her and fell in love. I understand why people love her. I understand the culture that she’s created. I really admire what she’s built.”
Defining Her Role in the NIL Era
While Staley has been deeply involved in NIL strategy — from helping players sign with agents to committing the program to the Players Era Championship for expanded NIL opportunities — Walvius’ arrival is not about replacing that leadership.
“It’s all hands on deck,” Staley said. “I have to continue to do what I do. I think there are some things I’m missing that Susan’s filling in that gap of me not being in some places… She’s done a great job.”
Walvius’ responsibilities center on three pillars:
- Re-engaging alumni
- Strengthening community outreach
- Identifying and cultivating new NIL revenue streams
“Honestly, my focus right now is bringing the alumni back into the fold — that’s important — community outreach, identifying the right NIL opportunities for players — I think that’s critical,” Walvius said. “Mentorship is important. Financial literacy is important to me. … I think there are things that I can do in my role with the community relationships that I have, that I can help the players.”
Importantly, Walvius will not determine how NIL money is distributed. That remains with Staley and her staff. Instead, she is tasked with expanding the pie.
“This is to make sure that any gap that could be there in a rev share, that I’m identifying that and giving them every opportunity to recruit the best possible players that they can recruit within the NCAA parameters,” Walvius said.
The Competitive Reality
Walvius is clear-eyed about the challenge. South Carolina sits in the middle tier of SEC enrollment size, meaning its donor base does not naturally rival the largest institutions in the conference.
“I think other schools find this, we are not the largest school in the SEC and there are challenges there,” she said. “We are up against some heavy hitters, of large schools with big donors… I want to do everything that I can to help Dawn have the best opportunity to be successful.”
The comparison underscores a broader truth: NIL has intensified disparities, and sustained championship contention now requires sophisticated fundraising operations alongside elite player development.
Why Return After Nearly 20 Years?
Walvius had largely stayed away from sports after leaving coaching. Her return signals not nostalgia, but purpose.
“Because I care about the program, because I believe in Dawn Staley, because I love this community and I want to do everything I can,” Walvius said. “I also understand some of the challenges that Dawn is going to face against some of these major SEC programs in this element with these rule changes that are out there. I believe I have the relationships in the community to help.”
Her perspective on NIL is nuanced. She supports athletes earning money but anticipates change ahead.
“I like that the kids can make money, but I do think there will be some regulation,” Walvius said. “Because I don’t know that it’s sustainable the way it is today.”
The Bigger Picture
South Carolina’s trophy room — once Walvius’ head coach office — now symbolizes the program’s transformation under Staley. Yet the mission remains the same: compete for national titles.
In today’s college athletics landscape, that mission requires more than X’s and O’s. It demands business acumen, donor engagement and strategic NIL growth.
Walvius’ return isn’t about revisiting the past. It’s about fortifying the future — ensuring the Gamecocks remain not just champions on the court, but competitive in the evolving economics of the sport.
