Tarsha LaCour didn’t expect transitioning to the Dallas Mavericks in 2018 after a 19-year HR career at telecom giant AT&T to be as much of a stark contrast as it turned out to be. “It was culture shock,” she said during From Day One’s Dallas conference. 

Performance management processes were largely manual, employee records were kept in file cabinets, and staff frequently put in long hours that weren’t always sustainable. “I walked up to what I thought was our system of records, and someone pointed and said, ‘Those file cabinets over there,’” LaCour described during her conversation with Stephen Koepp, From Day One’s Editor in Chief and Co-Founder. For LaCour, now the Mavericks’ Chief People Officer, this became an opportunity to build an HR function as dynamic as the basketball team on the court. 

LaCour, along with former Mavericks CEO Cynt Marshall, sat down with every employee to conduct one-on-one assessments, mapping out available skill sets and cultural needs. “We did a compensation analysis to make sure everyone was at or above market,” she said. “And we built out ERGs, learning functions, business partners, everything.”

LaCour prioritized staffing and technology to professionalize the HR department. Her first goal was to convince leadership to invest in recruiting, which was no small feat. Once that mission was accomplished, her second goal was layering performance-management, recruiting, and workforce modules onto the existing ADP system. LaCour followed that up by creating a dedicated diversity, equity, and inclusion team, followed by learning-and-development specialists.

Championing Wellness and Recognition

LaCour went on to launch the Mavs Vitality Program (MVP) after recognizing the additional burdens game days put on staff, sometimes requiring them to work past midnight. MVP is a holistic wellness initiative that covers multiple areas, from physical and mental health to financial well-being, she says. 

“We bring in counselors on retainer and offer financial-planning workshops so our young staff can build real wealth,” she said. 

Alongside the wellness programs, the Mavericks created an annual award banquet based on respect, authenticity, fairness, teamwork, and safety (CRAFTS), where peers nominate and vote for standout colleagues. “We give out over 100 awards by team, then crown one True Maverick,” LaCour said.

Leading Through Disruption

Few events have tested LaCour’s change-management chops like the recent trade of superstar Luka Dončić that left fans and employees stunned. “Everyone loved Luca,” she said. 

LaCour’s counsel to distraught team members was to acknowledge the loss, trust leadership decisions, and stay focused on the business at hand. She coined the acronym ACT (acknowledge, communicate, and trust) to guide decision-making during challenging times. “We empower our leaders with data to make fast, informed choices, rather than wait for C-suite direction,” LaCour said. 

To stay ahead of changes and disruptions, learning and development has also become a priority. The Dallas Mavericks have embraced an ethos that embraces continuous learning under the guidance of new CEO Rick Welch. LaCour’s team curates OpenSesame courses on their learning management system (LMS), creating mandatory paths for new hires, people managers, and high-potential employees. 

Mentoring and coaching round out the offerings, ensuring team members gain core leadership skills that are transferable across industries. 

A Winning Culture

Unlike some organizations that waver on their DEI commitments depending on political climates, the Mavericks’ dedication is ingrained in their DNA, LaCour says. “Sports and music unite people from all walks of life,” she added. “So, inclusion is second nature, woven into our policies, hiring practices, and vendor relationships.”

The Maverick’s HR transformation underscores LaCour’s belief that winning on the court starts with empowering those behind the scenes. “Our end goal is simple,” LaCour said. “Make this a great place to work, uplift our community, and—yes—win championships.”

Ade Akin covers workplace wellness, HR trends, and digital health solutions.

(Photos by Steve Bither for From Day One)