When P.J. Fleck was hired in early January, he began the task of overhauling the whole Gophers football operation, from the way his players practice, sit in class and interact with others.
"I am here to change the culture," he announced at his introductory news conference.
But he also has others in mind when asking for that change: fans and followers who've been beaten down by a half-century without a Big Ten championship.
"The most significant challenge is changing people's perspectives, beliefs, thoughts, the way they walk, talk, act about Minnesota Golden Gopher football," Fleck said Tuesday, two days before Thursday's opener against Buffalo at TCF Bank Stadium. "When you haven't won a championship since 1967, people feel like it'll never happen."
That 1967 title was a three-way share among Minnesota, Purdue and Indiana, and since then, the Gophers' best Big Ten finishes were second place in the West Division after a winner-take-all loss to Wisconsin in 2014 and a quartet of third-place finishes before division play (1968, '73, '76 and '86).
Compounding the situation for the Gophers is the exact reason why Fleck is here. He is the team's third head coach in as many years, following the health-related retirement of Jerry Kill during the 2015 season and the firing of Tracy Claeys after last season. In addition, the Gophers had three head coaches, Glen Mason, Tim Brewster and interim Jeff Horton, from 2006 through 2010. In a sport in which program stability breeds success, Minnesota has had little.
"People start to doubt what's gonna happen next," Fleck said. "That's what we have to change. All the reasons why [people] say, 'We can't win championships.' We can win championships. We have to start thinking that way."
Still, Fleck has warned that sustained success won't come overnight. "A lot of people mistake my passion and energy for promise now," he said during Monday's weekly radio show.