Top 5 Ways Brian Schottenheimer is Changing Cowboys Culture in 2025

Brian Schottenheimer is quietly reshaping the very culture of the Dallas Cowboys.
He’s not just calling plays anymore — he’s establishing a new foundation, one built on discipline, accountability, and toughness that hasn’t been seen in Dallas since the Jimmy Johnson era.

Discipline starts with no exceptions — not even for star players. Everyone runs, everyone watches film, and everyone gets corrected in front of the room. There’s a clear message: this is a football team, not a celebrity camp.

Accountability now runs deeper than ever. Miss a blocking assignment or loaf through a route? You're getting called out. And not just in private — Schottenheimer makes mistakes visible to raise the standard for everyone.

Toughness is no longer just physical. Camp 2025 is shaping up to be mentally grueling. “We’re going to test their mind as much as their body,” one assistant coach shared anonymously. No more shortcuts, no more soft reps.

Communication is being rebuilt from the ground up. Schottenheimer implemented a “clarity first” philosophy — players and coaches speak with purpose, listen with intent, and resolve issues on the spot. Confusion? Not tolerated.

Team-first mentality is the core. There’s no room for ego. Stars like CeeDee Lamb are seen encouraging UDFAs in team drills. It's contagious — and by design.

“We’re not building a team,” Schottenheimer told staff. “We’re building a standard.”
And if this continues, it might just become the standard that finally gets Dallas over the hump.