The linked article says all you want to know about Luke Fickell. Kind of a long read but well worth it.
One quote from the article. I asked Fickell what his impressions were of UW when he was at OSU. “Tough, hard-nosed, physical,” he said. “I didn’t know anything about Madison, I didn’t know anything about Wisconsin” — he pronounces it Wess-consin — “but I knew the way they played, how hard they played, the type of kids that I believed they had here. That held pretty true once I got here.”
https://www.channel3000.com/madison-magazine/uw-footballs-new-head-coach-sends-expectations-sky-high/article_165dbdd2-4053-11ee-88cc-2b11fc64f4b7.html