Former Penn State quarterback explains why James Franklin’s “CEO” approach failed to deliver

Originally posted on A to Z Sports | By Nick Wright | Last updated Oct 24, 2025 4:48 PM ET

When Christian Hackenberg talks about James Franklin, he does so with a mix of respect and realism. The former Penn State quarterback, who started under both Bill O’Brien and Franklin from 2013 to 2015, understands the DNA of the program better than most. His recent comments on the Hot Mic podcast have added to the debate over Franklin’s leadership style and why it no longer worked for the program.

Hackenberg views Franklin with a mixture of respect and disappointment

“He was consistent, and I’ll give him that,” Hackenberg said. “There was a lot of positives to his tenure at Penn State in terms of development around the program, building facilities, lobbying for money and getting an injection into the program.”

There's no doubt that Franklin rebuilt Penn State's foundation. He turned Penn State into a modern operation, complete with top-tier facilities, aggressive recruiting, and a national brand that reflected his vision. But Hackenberg believes that same executive mindset was part of the problem. “That’s a CEO type of role to me, and that’s what he’s really, really good at,” he said. “When you look at his hires, with the exception of probably Joe Moorhead, from a coordinator standpoint and the actual X’s and O’s on the field, and the execution of the talent accumulation he did through recruiting and the transfer portal, it just hasn’t matched up.”

Hackenberg’s critique mirrors what has played out this fall. Penn State began the 2025 season ranked 5th in the nation, still chasing a breakthrough after last year’s playoff run. Instead, the Lions stumbled to a 3-3 record after losses to Oregon, UCLA, and Northwestern. The offense sputtered under inconsistent play-calling and a lack of cohesion, while the defense faltered in critical moments. Franklin’s game-day management had come under fire, particularly his conservative fourth-down decisions and late-game adjustments. And when coaching at a top tier program, production is everything.

“You can have all the toys and trinkets and fireworks around a program,” Hackenberg added. “But it comes down to production on the field and success, and that’s ultimately what you’re going to be judged by.”

Few players would have more insight into the program. Hackenberg lived on both sides of Penn State’s transformation. He saw the emotional rebuild after sanctions and the rise of a modern brand under Franklin. Now, a decade later, that model feels detached from the demands of today’s college football environment.

Accordingly to Hackenberg, Franklin’s CEO structure once gave Penn State credibility and stability, but in 2025, it feels like a liability.

This article first appeared on A to Z Sports and was syndicated with permission.

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