There is currently a limited understanding of the value of athletic trainers (ATs) working in the secondary school setting. Therefore, our objective was to explore high school athletic directors’ perceptions of an AT’s roles and services and the means in which those perceptions are established, specifically as they relate to the value of ATs. A qualitative methodology was utilized for this investigation. High school athletic directors were interviewed regarding their experiences with the use of athletic training services. Data was analyzed using the consensual qualitative research approach. Athletic directors demonstrated an overall understanding of the roles and responsibilities fulfilled by ATs. The value of ATs was associated with factors such as enhanced athlete safety, reduction of costs for parents, and increased productivity of coaches. Overall, athletic directors display a favorable view of ATs, however support for these positions predominantly relies on anecdotal evidence rather than data to validate the use of athletic training services.