In June 2022, the Jacksonville University Athletics program welcomed seasoned leader Rick Canter as the department’s new Deputy Athletic Director and Chief Operating Officer. In August 2024, Canter was promoted to Associate Vice President/Deputy Athletic Director, recognizing his leadership and transformative impact on the athletic department. Now entering his third year, Canter oversees a broad portfolio of operations that have directly elevated the student-athlete experience, departmental performance, and community engagement.
Canter arrived at Jacksonville following an 11-year tenure at Longwood University, where he most recently served as Deputy Athletics Director. Reflecting on his move to JU, Canter shared his gratitude for the opportunity to join a program grounded in purpose and committed to excellence.
“I'd like to thank Athletic Director Alex Ricker-Gilbert for his trust in me and for the opportunity to join a department of such dedication and excellence,” said Canter. “From the moment I stepped foot on campus, I felt viscerally the sheer drive and energy that the coaches and staff have. This is a special place, and I truly look forward to helping Jacksonville Athletics reach greater heights."
In his role, Canter manages all external units within the department, including External Strategy, Marketing, Facility Management, External Operations, Ticketing, Sports Information, Creative Services, Corporate Partnerships, and Student-Athlete Services. He works closely with Athletic Director Ricker-Gilbert on strategic priorities and daily operations and is a key member of both the Athletics Executive Team and the Senior Leadership Team.
Under Canter’s leadership, Jacksonville University Athletics has made steady progress across several key areas. The department recently achieved its highest-ever annual GPA of 3.52, reflecting a continued emphasis on academic support and student success. He has helped guide capital projects and facility improvements from planning to completion and supported the launch of a High-Performance Team to better address the holistic needs of student-athletes. Canter played a significant role in onboarding RealResponse for the department, offering student-athletes and staff an anonymous platform for feedback. He also helped establish a partnership with Gemstone Media, Inc., enhancing broadcast capabilities while creating student internship and work study opportunities. In addition, he has contributed to the expansion of Name, Image, and Likeness (NIL) efforts and the introduction of weekly development resources for student-athletes, coaches, and staff.
Canter also serves as the sport administrator for baseball, softball, and volleyball, and plays a crucial role in shaping strategic initiatives alongside campus leadership. Additionally, he contributes to broader institutional priorities as a member of the Athletics Diversity, Equity, and Inclusion Planning Committee and the University Behavioral Intervention Task Force.
Senior Vice President and Athletic Director Alex Ricker-Gilbert praised Canter’s unique skillset and wide-ranging experience.
“Rick will have an immediate impact on our student-athletes, coaches, and staff. He brings a wealth of experience ranging from strength and conditioning to fundraising to academic support. It is rare to find someone with his skillset, and I am excited to have him by my side as we continue to build.”
Canter has also been actively engaged in several prestigious professional development programs throughout his career. He is a 2025–2026 participant in the NCAA Pathway Program, designed to prepare senior-level athletics administrators for the role of athletics director. In January 2018, he was selected and completed the NFL Athlete Development Professional Certification through the University of Pennsylvania’s Wharton School. Canter was also a participant in the NCAA Leadership Academy Workshop (Fall 2016 and Spring 2017), and has been involved in multiple industry mentoring initiatives, including the Division I-AAA Athletics Directors Association Mentoring Program (2019–2020), the College Athletic Business Management Association's Mentor Me Program (2020–2021), and the TopConnect AD Symposium (October 2020 and June 2021).
Before arriving at Jacksonville, Canter’s career in athletics began in strength and conditioning at institutions including Robert Morris, Auburn, Pitt, and Bloomsburg University of Pennsylvania. At Longwood, he rose from a part-time strength coach to Deputy AD, holding leadership roles in student-athlete enhancement, administration, and external operations. His tenure included development of a Mental Health Emergency Action Plan, creation of a Coaches Leadership Academy, NIL policy development, and oversight of the Student-Athlete Scholarship Fund. He served as an adjunct professor over his 11 years at Longwood, building curriculum and teaching various courses for the Department of Kinesiology and the Department of History, Political Science, and Philosophy.
Canter holds a bachelor’s degree in Exercise Science from Bloomsburg University (2009) and a master’s in Instructional Leadership with a concentration in Sport Management from Robert Morris University (2011).
Rick and his wife, Marissa, live in Jacksonville with their son, Jax.
WHAT THEY’RE SAYING ABOUT CANTER
“Rick is an extremely bright administrator who leads with his heart. He leads through a teacher's lens, while continually focusing on getting better. Jacksonville is getting a star in the making.”
— Troy Austin, Deputy Director of Athletics/Development
“Jacksonville has hit a homerun with the addition of Rick Canter. He’s a thoughtful, strategic and innovative leader that builds influence through genuine relationships and intentional focus on elevating those around him. He’s a rising star that made a tremendous impact in his time at Longwood and I know he will continue to do great things for the student-athletes, coaches and all of JU.”
— Michelle Meadows, NJCAA Senior Vice President - COO & CFO
