Ramrod of the Rams

If ever a man seemed out of place as a professional football coach, it is George Allen. There are a few others like him who never played a game of pro football themselves. But how many of them hold a master's degree in ad ministration from the University of Michigan, or have written four books, or are given to such sublime reflections as: "I am never really happy unless I can get up in the morning and look at an ocean, a lake or a river; I get strength from looking at a moving body of wa ter." None. But a good many coaches may soon be moved by the resident intellectual of their profession. George Allen, in three seasons as head coach of the National Football League's Los Angeles Rams, has accomplished one of the most striking transformations in pro football history.

Not since Vince Lombardi in 1959 took over a hapless Green Bay Packers team and turned it into a powerhouse that captured five N.F.L. titles in the next nine years has there been a success story to equal Allen's. The Los Angeles team that George inherited in 1966 had not enjoyed a winning season since 1958. That first year under Allen, the Rams won eight games and lost six. Last year, they scored the most points (398) in the N.F.L., allowed the fewest (196), and posted a record of eleven victories, one defeat and two ties before finally losing the Western Conference title in a play-off with Lombardi's Packers. So far this year, the Rams have won seven games, lost only one, and they are the choice of many experts to represent the N.F.L. in this year's Super Bowl.

Looking for Winners. As a nonviolent man in the world's most violent sport, Allen may be an anomaly. But he has long been regarded as one of the most brilliant tacticians in the game. After nine years as a small-college coach (Morningside in Iowa, Whittier in California), he served for eight years as an assistant to Head Coach George Halas of the Chicago Bears and was the architect of a stubborn defense that carried the Bears to the N.F.L. title in 1963; after the championship playoff, the Chicago players presented him with the game ball. Halas himself thought so much of Allen that he brought suit in an attempt to stop George from going to the Rams in 1966. It took considerable pressure from N.F.L. Commissioner Pete Rozelle to persuade Halas to drop the suit.

"Ability is not all there is to this game," says Allen, "and a good athlete is not always a winning one." What Allen looked for in Los Angeles was winners, and he was perfectly willing to trade away good athletes to get them. One of his first acquisitions was Bill George, a linebacker from the Chicago Bears, who is said to have begun his new career in Los Angeles by flattening a malingering teammate. Other trades brought the Rams such established stars as Flanker Bernie Casey, Halfback Tommy Mason, Linebacker Myron Pottios and Cornerback Irv Cross. Allen also drew heavily on his inheritance. He promoted reserve Quarterback Roman Gabriel to No. 1, developed his style and confidence to a fine point. Gabriel is now considered one of the league's most dangerous passers.

Charge! Under previous coaches, the Rams were noted for their wide-open offense and sievelike defense. Allen installed an uncomplicated ball-control offense, similar to Green Bay's, backed up by a brutal defense that relies heavily on the charge of the "Fearsome Four-some"--Ends "Deacon" Jones and Lamar Lundy, Tackles Merlin Olsen and Roger Brown. Between them, they weigh a total of 1,096 Ibs. Last season the Fearsome Foursome flattened opposing quarterbacks 43 times; this year they have already accomplished the feat 27 times--tops in the league.

Allen's biggest contribution to the Rams' success is probably his nononsense approach to the game. Although he has never been known to criticize a player in front of teammates or to make a scene on the sidelines, Allen can be tough when he wants to. He slapped a $500 fine on one Ram player who showed up five minutes late for practice; any player who exceeds his prescribed weight at the regular Thursday weigh-in is automatically fined $100 per pound.

Allen's own dedication to the game is so complete that he often forgets to eat and has to get vitamin injections from the Rams' doctor. During the season, he practically survives on ice cream, which he eats, says his wife, "because he doesn't have to chew it. Chewing would take his mind off football."

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