Why Liam Coen wants to change Jaguars’ culture despite bounce-back 2025 season

The Jacksonville Jaguars are coming off a breakthrough campaign. However, head coach Liam Coen believes the franchise’s biggest challenge is only beginning. He guided the Jaguars to a 13-4 record and an AFC South title in his first season. Now, Coen has turned his attention toward building a culture capable of sustaining success rather than celebrating one standout year. Speaking to media during training camp, Coen acknowledged that Jacksonville has yet to earn the leaguewide respect reserved for perennial contenders.

Insider Jeremy Fowler shared that Coen even joked about scrolling through his phone and noticing how little national attention the Jaguars still receive. For the head coach, Jacksonville has not produced consecutive playoff appearances since the late 1990s. That means one strong season is merely a starting point. Coen is emphasizing a high-energy environment. Rather than coaching players to avoid mistakes, he wants Trevor Lawrence, Travis Hunter, and the rest of the roster to experiment and play with freedom.

Live from Jacksonville…

-The Travis Hunter two-way experiment rages on
-Liam Coen plots sustained success

With @JayHarrisESPN pic.twitter.com/3QB4ooBebU

— Jeremy Fowler (@JFowlerESPN) July 31, 2026

By doing this, Jacksonville hopes to establish the type of consistent standard that has long eluded the franchise. For Coen, changing the Jaguars’ culture is about ensuring last year’s division title becomes the expectation rather than the exception.

Jacksonville’s 2026 offseason has mirrored that long-term approach. The Jaguars focused on continuity while making targeted roster upgrades. The departure of Travis Etienne prompted the signing of Chris Rodriguez Jr. The defense added depth through the acquisition of defensive lineman Ruke Orhorhoro. Without a first-round draft pick following the 2025 trade for Travis Hunter, Jacksonville concentrated on strengthening the trenches and tight end room. Now, the Jaguars have entered training camp intent on proving their 2025 success was the beginning of a lasting contender rather than a one-year breakthrough.

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