Edmonton Elks head coach Mark Kilam shaved off his longtime beard in front of his players during Grey Cup week, embracing a team moustache campaign that running back Justin Rankin described as a meaningful show of commitment.

Speaking at Grey Cup Media Day on Thursday, Kilam said starting quarterback Cody Fajardo helped launch the idea, with the quarterbacks and offensive line growing moustaches before getting the rest of the team involved, according to reporting by Dan Ralph published by CBC.

The 47-year-old Edmonton native initially resisted. He said facial hair had been part of his appearance since high school, apart from one or two occasions when he shaved to see how he looked without it.

Rather than quietly changing his look, Kilam waited for an opportunity to make an impression. At a team meeting, he spoke about buying in, then retrieved clippers from behind a curtain and removed his beard in front of the players, leaving a handlebar moustache.

“They lost their minds,” Kilam said. “There were guys running around, jumping. It was awesome.”

Rankin, who had been among those encouraging the coach to shave, said the players had not known what was coming. He viewed the gesture as Kilam demonstrating the same commitment he was asking of them.

“He did it in front of everybody, which, that’s awesome,” Rankin said. “That’s a leader leading.”

Edmonton faces the Montreal Alouettes in Sunday’s Grey Cup at McMahon Stadium in Calgary. Rankin said the coach’s decision had brought the Elks closer together ahead of the championship game.

The reception at home was less unanimous. Kilam said his wife, Andrea, supported the change and understood why he made it, but his two teenage daughters were not fans. His eldest struggled to make eye contact across the table at a family supper, he said.

Kilam is still adjusting to seeing himself without the beard. He plans to decide after the Grey Cup whether to grow it back or keep the moustache, but ruled out going entirely clean-shaven.

“I’m having fun with the guys,” he said. “I did it for them.”

Sources