Meet Colton Primm: 2023 Rising Lincoln Leader

Colton Primm

(This is one of 20 profiles on the recipients selected by an anonymous committee out of an extensive list of nominees for the 2023 Rising Lincoln Leader Award. The Lincoln Parish Journal thanks Mayor Ronny Walker and the Ruston-Lincoln Chamber of Commerce for their support of this award. Photo by Kevin Hawkins at


Name: Colton Primm

Age: 31

Employer: Louisiana Tech University (Department of Athletics)

Title: Senior Associate Athletics Director for Championship Resources

Hometown: Fayetteville, AR

How long have you lived in Lincoln Parish: Two years

Civic-volunteer organizations: ADs for Christ

Professional Highlights: Serving as sport administrator and Interim Head Golf Coach for Louisiana Tech during the spring of 2023 and helping lead the team to the finals of the Conference USA championships; Serving alongside fellow administrators and friends on the Louisiana Tech Athletics executive staff and helping make decisions to provide our student-athletes with the best experience possible and move our athletics department forward; Creating the Aillet Society, the first-ever major giving society (gifts of $25,000 and up) for Louisiana Tech Athletics, and building it up to 60+ members in year one (2022-23); Helping lead the fundraising efforts at the Razorback Foundation (University of Arkansas) and navigating through the Covid-19 pandemic while personally generating over $3M in revenue in 2020 and 2021; Leading the athletics annual giving program at the University of Central Arkansas and setting the all-time athletics fundraising record in 2018.

Dr. Eric Wood, VP and Director of Athletics at LA Tech, on Colton Primm:

“I’m proud of Colton and how committed he’s been not only to fundraising for our student-athletes and coaches, but also with finding ways to positively impact the donor experience. He’s been an excellent addition to the advancement staff, our athletics family and the Ruston community and he’s put together a great team that is poised to have an even greater impact once we get it rolling again this year. He is one of the rising stars in collegiate athletics fundraising and we are so thrilled to have him in the Louisiana Tech Family.”

Q&A with Colton Primm

What makes Lincoln Parish special?

The people. When my family moved to Lincoln Parish in 2021, the community welcomed us with true southern hospitality. It has been a friendly and safe area, which has made for a great place to raise our family.

How do you see your role in improving Lincoln Parish?

Louisiana Tech University and Louisiana Tech Athletics are an integral part of this community. My role within the athletics department is to build connection between our athletic programs and Louisiana Tech alumni, fans, and the local community in order to grow support for Tech Athletics. I believe that when Louisiana Tech flourishes, so does Lincoln Parish.

Who has played a pivotal role in your professional development and why?

I am blessed to be part of an industry (intercollegiate athletics) where there are few degrees of separation among everyone, and people tend to look out for one another. I’ve had stops at Ohio University, the University of Central Arkansas, the Razorback Foundation at the University of Arkansas, and now Louisiana Tech University. There have been multiple people at each stop who have played a pivotal role in my professional development, but none more than my current boss and friend, Vice President/Director of Athletics, Dr. Eric Wood.

I knew Eric Wood, the person, through our connection with ADs for Christ, long before I knew Eric Wood the boss. He is the same person now as he was then. He is a servant leader and because of the culture he has created, he makes coming to work every day a true joy. He has instilled confidence in me and made me a better fundraiser, a better colleague, and a better leader. More importantly, his impact has made me a better husband and father.