Cam Achord: The Packers' New Special Teams Revolution

From Cleats to Coaching

He wears cleats to practice even though he won't take a snap. He runs stride for stride with the kick returners, yet he doesn't have a ball in his hands. He takes a knee to demonstrate how kickers want the ball angled, but he's not a holder. He'll even throw himself — nose first — into a player even though he's not in pads.

He's Cam Achord, and he's here to change everything you ever thought about the Green Bay Packers' special teams.

The 39-year-old Mississippian is part your father's football coach with a hands-on, foul-mouthed approach, and part Gen Z analytics savant. He's one of a kind, there's no doubt about that, according to former New England Patriots special teams star Matthew Slater, who played for Achord from 2018 to 2023.

"When you said that he's still running around out there with cleats on, I couldn't help but laugh to myself," Slater said. "More a shake of the head because he still can't believe some of the things Achord does on the field."

This isn't just about enthusiasm — it's about absolute commitment to excellence. The intensity that Achord brings is not something you see often in today's game, especially not from a coach who's more interested in teaching than just yelling at players.

The Broken Nose That Changed Everything

The most famous incident of Achord's dedication occurred in 2019 during a practice drill when he was an assistant special teams coach for the Patriots. The goal? Get his players ready for double-team situations — or “vice” drills.

"I tell them, 'Quit pulling me like you're gonna pull a coach,'" Achord recalled. "I was like, 'Pull me like you're gonna pull the freaking vice. Yank!'"

And they did. The result? A broken nose — and a lesson in perseverance.

Since then, he's worn cleats just for better grip during practices. And it paid off when he nearly kept up with Bo Melton on a long kick return.

"He told me right before that play. He said, 'I'm running with your ass,'" Melton said. "So I was like, 'Oh man!' He brings it every day. Like whatever you do, he going to get on your ass when you do great. He's going to be happy as hell. He's going to be jumping around when you do good. And he going to rip your ass when you're not doing so well."

A Coach With a Method

Achord loves to teach — and his approach is nothing short of revolutionary. Since his arrival in Green Bay, every one of his sessions with the media has been part press conference, part educational opportunity.

His ability to simplify complex concepts while maintaining an energy that energizes both players and staff sets him apart from his peers. One day, after being asked how kickers want the ball positioned, he came off the podium and demonstrated the proper technique — right there in the Lambeau Field media auditorium.

"You guys also got a coaching clinic I understand?" Packers coach Matt LaFleur said the next day. "That was the first one I've seen in a long time. He's juiced up about football and brings great energy for our guys."

This isn't just about passion; it's about precision. Achord studied over 3,000 punts to understand how far balls roll after hitting the ground — a simple concept that many teams overlook. And he didn't stop there.

He also analyzed Matt Slater's vice rep percentages over six seasons, using those numbers as benchmarks for his current players. In doing so, he set a standard — one that could finally elevate the Packers' special teams to what it should be.

The Numbers Don't Lie

Under Achord's guidance, the Patriots' special teams units ranked first, third, 26th and 31st in ESPN's FPI rankings across his four seasons as coordinator. While not always consistent, those numbers reflect a coach who takes pride in every detail.

After New England, he spent two seasons as the Giants' assistant special teams coach — and now, at the helm of Green Bay's special teams, he is making waves even before a full season begins.

The early returns are promising. After Sunday's 20-17 overtime win over the Jets, LaFleur handed out two game balls — both to special-teamers: Skyy Moore, whose 63-yard punt return in the fourth quarter helped set up the game-tying field goal, and Trey Smack, who made the game-winning kick and hasn't missed a single field goal yet.

"Had each other's backs," the Packers posted on social media after the game.

Moore's performance was historic — his 63-yard punt return and 43-yard kickoff return were longer than any of Green Bay's longest returns last season. These are not small improvements — they're game-changers.

The History Behind the Problem

Green Bay's special teams have been a mess for years, with nine different coordinators since 1999 — six fired, two forced into retirement, and one who left under mysterious circumstances.

Special teams blunders have cost the Packers dearly:

• The 2014 NFC Championship Game loss against the Seahawks, when they ran a fake field goal for a touchdown in the third quarter and recovered an onside kick in the final minutes.
• The 2021 wild-card loss to the 49ers, who blocked both a punt and field goal in the same playoff game.
• The 2023 three-point loss to the 49ers in the divisional round, when Anders Carlson missed a 41-yard field goal attempt in his only season with the Packers.
• Last season against the Bears, who recovered an onside kick and forced overtime — then went on to win the game and the NFC North.
• The wild-card loss to the Bears last season, when kicker Brandon McManus missed two field goals and an extra point — Bisaccia's final game as coordinator.

With so much failure stacked up, many fans are skeptical. But if you ask Matthew Slater, he believes Achord brings something different — a real shot at turning things around.

"It's hard to speculate on what's going to happen in the NFL," Slater added. "But I do think that his players will feel as prepared as they've ever been over the course of their careers. They'll have all the answers to the tests that they need. It'd be up to them to be able to go out on the field and execute it."

Why This Matters for the Pack

Special teams can make or break a team — especially in playoff scenarios. When games come down to one crucial play, you want your players to be ready — not scrambling because they were unprepared.

Achord's style of preparation is designed to give players the confidence they need to perform under pressure. He doesn't just coach; he prepares. And that's what separates him from countless others who've tried and failed in Green Bay.

As the Packers take on Atlanta in primetime Thursday, they'll be looking for more than just a win — they're hoping to prove that this new era of special teams is real. If players like Moore and Smack continue to shine, it won't be long before other teams start taking notice.

We're not just talking about one game or one season — we're talking about an entire transformation that could redefine what it means to be a top-tier NFL special teams unit.

Cam Achord is here to change everything. Let's see if the Packers are ready to join him in the revolution.