Deep in the Heart Athletics LLC
Empowering Coaches. Developing Young Athletes. Celebrating Rural Texas High School Sports and the Communities That Make Them Great.
About Deep in the Heart Athletics LLC
Deep in the Heart Athletics LLC is dedicated to empowering coaches with exceptional professional development, inspiring the next generation through inclusive youth and girls flag football leagues, and celebrating the heart of Texas high school sports. Founded by Steven Firmin, a veteran Texas High School Football coach and current Offensive Coordinator/Assistant Head Coach of the Shepherd Pirates 4A-D2, our organization combines decades of coaching expertise with a passion for rural Texas communities.
Working alongside Creative Director Colin Carsrud, a former Texas High School football coach and current Academic Affairs Coach with Texas A&M University, we share immersive stories that highlight the strength, resilience, and positive impact of sports in rural communities. Our mission is to elevate the voices of coaches and young athletes while providing the resources, training, and media coverage that rural Texas high school sports deserve.
Our Services
Coaches Clinics & Professional Development
Comprehensive professional development programs and coaching clinics designed to enhance coaching skills, share best practices, and foster growth among high school football coaches across Texas.
Youth Flag Football & 7v7 Leagues
Inclusive youth and girls flag football leagues that develop young athletes in a supportive environment, emphasizing skill development, teamwork, and a love for the game.
Texas High School Football Media & Reporting
In-depth media coverage and storytelling that celebrates rural Texas high school sports, highlighting the strength, resilience, and positive community impact of athletes and coaches.
Experience That Leads With Purpose
Steven Firmin
Owner
Veteran Texas high school football coach with decades of experience developing athletes and leading programs at the 4A level. Steven currently serves as Offensive Coordinator and Assistant Head Coach of the Shepherd Pirates 4A-D2, where he brings a player-centered, detail-driven approach to every phase of the game. His passion for professional development, youth sports access, and rural Texas communities is the foundation of Deep in the Heart Athletics and drives its mission forward every day.
Colin Carsrud
Creative Director
Former Texas high school football coach and current Academic Affairs Coach at The University level, blending coaching insight with academic and creative leadership. Colin oversees media strategy, storytelling, and brand development, ensuring that every piece of content reflects authenticity, purpose, and respect for the people behind the game. His work bridges athletics, education, and media to elevate voices and stories that deserve to be seen and heard.