Context: Student motivation has been linked to persistence until graduation for athletic training students. There is little research, however on ways athletic training programs (ATPs) foster student motivation. Objective: To expand upon the existing literature regarding retention of students in ATPs, specifically examining the concept of student motivation to complete degree requirements from the perspective of the program director (PD). Design: Qualitative study. Setting: One-on-one telephone interviews. Patients or Other Participants: Eight PDs from professional master's and 16 PDs from undergraduate ATPs. Data Collection and Analysis: We asked PDs to participate in a tape-recorded semistructured telephone interview. We analyzed data using a general inductive approach and secured credibility by utilizing member checks, multiple analyst triangulation, and peer review. Results: Motivation for degree completion, as evaluated by the PD, is fostered by "internal motivation, program pride and continued tradition of program success," and "accomplishment of the personal goal to become an athletic trainer." Conversely, 1 major theme, "disinterest or dissatisfaction with a career in athletic training," evolved as a reason to not remain motivated to complete the degree requirements for athletic training. Conclusions: Program directors reported that internal drive and the achievement of personal goals influence the persistence of students in their ATPs. Students are also motivated by the successes of previous students in the program and feel a responsibility to uphold the legacy.