Former Washington State University athletic director Bill Moos (’74 History) published his memoir in early 2026. It took five years to pen Crab Creek Chronicles: From the Wheat Fields to the Ball Fields and Beyond. Here, he talks about his process, key messages, media buzz, and balancing WSU’s athletic budget.
Q&A with Moos
Talk about your writing and editing process. When and how did you decide to write your memoir? How long did it take? How did you decide what to leave in and what to leave out? What was editing like?
It gives me a tremendous amount of pride to say that my book is one hundred percent self-penned. I wrote every word myself. I found it to be gratifying, therapeutic, and downright fun. I am, at my very core, a storyteller. So putting my life’s journey in print was relatively easy. The five-year process started with creating templates for each chapter with time frames, locations, individuals involved, key events, and a synopsis. I depended heavily on research to make sure dates, names, and quotes were accurate. Though the Internet was helpful with that, many of the narratives were confirmed by virtue of journals, correspondence, newspaper articles, and a wide assortment of personal keepsakes—all of which had been organized through the years and chronologically placed in dozens of large plastic tubs. Once a chapter was finished, I sent it to an established author I had come across who would offer a few suggestions but primarily addressed punctuation. With exception of the first couple chapters that were written during the COVID-19 shut down, most of my writing was done between 5:30 and 10 a.m. in the quiet confines of a climate-controlled area in my barn.
Talk about the title. Why did you decide to call it Crab Creek Chronicles?
Crab Creek is a spring-fed waterway that flows through a pasture where our cattle grazed during the summer when I was growing up. A good distance from my family’s farmstead and difficult to access, it offers its own unique sites, smells, and sounds. It has always been dear to me, partly due to the cattle roundups I got to experience as a child, but also because, in contrast to everything else in my life, it has never changed.
There’s a quote from Ernest Hemingway at the beginning (but no mention of him throughout). Why does this particular quote resonate with you?
Hemingway’s quote pays tribute to those who take risks, make sacrifices and embrace discipline, all three of which are key themes in my book.
Who is this book for? Who is your target audience, and what do you hope they take away from reading your book? What are your key messages or take-aways?
It is a memoir that reads like a novel. There are heroes and villains, victories and defeats, triumphs and tragedies, and, of course, a beautiful love story. In addition, every chapter ends with a cliff hanger intended to keep the reader turning pages. The book offers firsthand lessons regarding inspiration, motivation, determination, dedication, and admiration. Perhaps the most important theme is thriving to live life to the fullest and do so without regrets.
Your memoir has drawn headlines in Sports Illustrated, USA Today, The New York Times, and more. Were you expecting this kind of media buzz? What has it been like to be back in the spotlight?
My strategy in marketing the book included timing and location for the launch. Several of the chapters contain information that the media was unaware of, and some of that quickly became national stories of keen interest. Talking about those stories along with the current state of college athletics has enabled me to resurface to some degree—which I am enjoying.
Your time at Nebraska seems to be getting the most attention in recent book coverage. What do you think about reliving some of those frustrating moments?
Most of my thoughts center around vindication.
What do you see as your greatest strengths as an AD?
A competitive nature, along with a fearless imagination, were certainly two things I was known for. Creating an environment within the department where every employee felt valued was something I stressed. Building an administrative team that believed in a blueprint for success and that was willing to adhere to the risks involved to achieve it was critical. I was known as a coaches’ AD, letting them do their job without being in the way but always available when needed while insisting on accountability. Communication was a priority, not just within the department but externally as well. It was important to me to be accessible to fans as well as the media, which occupied much of my time. This was essential when building a program because to do it right often took more time than either of them expected.
How would you characterize your time as AD at WSU?
Every chapter of my book refers to WSU, including four that are exclusively about my experiences as a Cougar. Overall, I spent a total of 25 years in Pullman, starting as an 18-year-old college freshman and concluding as a 66-year-old athletic director. During my career, I had the good fortune of directing the athletic departments at four wonderful universities and will always cherish the experiences I had with each of them. But, I have only one alma mater, and it will always hold a special place in my heart.
How rare is it today for a former collegiate football player to serve as an AD? What advantages do you think it lends to the role?
It is becoming increasingly rare to see former college athletes in the role of athletic director in the industry today. I always found it valuable because I was in the student-athletes’ shoes at one time, which allowed me to relate to the challenges they faced. It was also beneficial when discussing pertinent matters at both the conference and NCAA levels as I felt I could speak from the pulpit and people would listen.
When was last time you heard from Phil Knight? What did you learn from your connection with him?
When the Cougars would play at Oregon during my time as the WSU athletic director, Phil would always send someone to the visiting AD box to invite Kendra and me to join him in his suite at halftime. Those visits were always lighthearted and fun. I learned a few things regarding branding and marketing through my association with Nike that proved to be most valuable, and certainly Phil played a role in that.
You talk about going for sizzle. Did former WSU football coach Mike Leach ever take his sizzle too far? Especially in some of the things he said during news conferences?
Mike Leach’s sizzle was displayed on the field and, in time, became a big hit with both fans and the media. During his first couple years, however, neither of those two groups were overly complimentary of what they were seeing. And though we both knew good times were on the horizon, I probably responded to the criticism better than he did.
Now that your memoir is finished, how are you spending retirement?
Kendra and I are enjoying life on our ranch while staying up to speed with our five children and seven grandkids. We are finally building the main house we planned on doing nearly 20 years ago.
Talk about NIL, the transfer portal, and their impact on college athletic programs.
Amateurism in college athletics is a thing of the past, and that is unfortunate. This is something I have been outspoken on and is talked about in my book.
How can WSU athletics become self-sustaining? If you were the AD today, what would you do to balance the athletic budget?
I applaud how WSU responded to the situation they were left with when the conference collapsed. Very commendable. But, in my opinion, more support from the state is essential to become solvent. WSU is the state’s land grant institution, and a damn good one. Tuition dollars come from enrollment dollars that have been proven to come from the “sizzle” of the institution, and that comes largely from athletic success.
What else do you want Cougs, Coug fans, and other readers to know about you?
There is nothing more to tell. They will find it all in my book! Go Cougs!
Moos on the Podcast
On the magazine podcast, Moos discusses his 2026 memoir Crab Creek Chronicles: From the Wheat Fields to the Ball Fields and Beyond, childhood and WSU days, and the state of college athletics.
The episode will post on August 14.
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