SAND ROCK — For most people, turning 30 is not something to look forward to. But Sand Rock head coach Russell Jacoway doesn't look any worse for wear.

When the current "dean" of Cherokee County coaches steps onto the field with his Wildcats at Pisgah Friday night, Jacoway will begin his 30th consecutive season at the helm of the maroon and white. That tenure places Jacoway behind only Lamar Harris of Hubbertville and Buddy Anderson at Vestavia Hills for most consecutive seasons at one school (35 for both). The all-time record belongs to Woody Clements of Holt at 41 years.

The passion is still the same today as when Jacoway first blew his whistle.

“Oh yeah, I remember that first day,” Jacoway says. “Coach (James) Rowe had to settle me down. I was trying to get four hours worth of stuff into two hours.”

Since that time the methodology of practice has changed.

“The workouts and everything are constantly evolving,” Jacoway says. “I used to have players run 40's until I couldn't blow the whistle any more. Today all the players stations are timed. Plus, we spend so much time on technique. We also film and review all of our practices.”

In spite of the improvements, Jacoway sometimes still pines for the good old days.

“I used to really enjoy just sitting on my front porch putting together a game plan with my yellow legal plan,” he says. “When it comes to technology, some of it I like and some of it I don't. But, it has improved the way we do things. It's good when it works, but boy when it doesn't work it's a headache. My legal pad always worked.”

Throughout the years changes have taken place among ranks of area coaches while Jacoway has held pat despite offers to go elsewhere.

“Sure there have been offers,” he says. “But I've always thought of Sand Rock as a hidden diamond.”

There are quite a few current coaches who have taken lessons from the Man on the Mountain. Spring Garden's Jason Howard sums it up best.

“Every chance I get, I'm picking his brain,” Howard says. “I'm trying to learn something or to see it from a different angle. He has a unique perspective and he's not afraid to share with anyone.”

Jacoway's father passed away when he was in the 8th grade, a loss that has led to a lifelong willingness to share without reservation. Often, Jacoway says, he can put himself in the place of the coach across the way on a given Friday night.

“I pretty much have been where they are, or know what they are going through,” he says.

After three decades under the Friday night lights Jacoway has plenty to share. He can tell them how he started 0-10 in 1983, or about the memories of 1985 when the Wildcats ran the table on their way to a 15-0 record and a state title. From the bottom of the valley to the top of the mountain, Jacoway always has a nugget to impart.

Looking back, Jacoway now knows the match with Sand Rock was the right one for him.

“I've been lucky,” he says. “Back in junior high I decided this is what I wanted to do and I've never changed. I don't know how many years I'll keep going. But, I still enjoy doing this and there is nothing else I want to do.”

As the seasons progressed, Jacoway has always been able to look around and see the fruits of his labors.

“I look around at the chain crew, my coaches, the concession stand, our stat guys and I see so many of our former players,” he says. “It's really special. I've got so many of their kids playing now. I'm just waiting on their grandkids.”