The Grand Strand’s newest public high school took its first step into the world of South Carolina High School sports with the hiring of the school’s first Director of Athletics, William Payne in early 2023.
Payne is a proven coach, administrator and motivator at both the high school and collegiate levels. He arrived in Myrtle Beach from his most recent position as director of athletics at the West End Christian School in Hopewell, Va.
Prior to his move into administration, he served as men’s basketball coach at the Miami University Regionals campus in Ohio and as head men’s basketball coach at the State University of New York Adirondack in Queensbury, NY, having led that program through the pandemic season of 2020-21. He started his coaching career at Music City Christian College.
“We had tremendous applicants for our athletic director position,” ACA principal Mike Lorenz said. “William was at the top of our list from the start, and he was tremendously impressive when we spoke to him. He has a strong vision for what Atlantic Collegiate Academy sports can be and I am excited to have him and his family joining us on this journey.”
As a coach, Payne has led his teams to championships, but he has also focused on the mission of educating the students he has worked with to prepare them for lives after sports. Payne sits on the Board of Directors of a sports non-profit that works to educate high school athletes, parents, and coaches on the college recruiting process
“My family and I are thrilled to be a part of the Atlantic Collegiate Academy family,” Payne said. “I am excited to be able to work along-side Mr. Lorenz as we build a program from the ground up. Very few have an opportunity such as this and I will be working diligently from day one to build and grow all aspects of Armada athletics.”
Payne is a well-respected motivational speaker who works with coaches, administrators and players on the mental side of athletics. His activities have included serving as Director of Coaching Ambassadors for All In Team Sports and as the owner of The College Basketball Process, a successful platform that helps educate high school basketball players and parents on their college options. He was featured on episode 155 of the Hoop Heads Podcast
As a college athlete himself, Payne played for two seasons at Free Will Baptist College before transferring to the University of Cincinnati. He earned an Associate’s degree in Human Services & Addiction before completing his Bachelor’s degree in Psychology from Lambuth University in Jackson, Tenn. He also holds a Substance Use Disorder Therapy certificate.
Payne and his wife, Allie, have five sons – John, Keith, Marcus, Morgan, and William, Jr. – as well as one daughter, Keshonna, and one granddaughter, Charlie.
