I have
just gotten back from a mini-vacation where I was able to unplug for a few days
and collect some thoughts on what I deem to be one of the most important
aspects of team sport. My opinions and thoughts on this are drawn from my
experiences both in the private sector of coaching and now in an institutional
setting and they are my own. Many of which have been stolen or borrowed over
years of working with many different sport/strength coaches, therapists,
business leaders, teachers and most importantly, all the wonderful athletes. I
am by no means an expert in this, but then again I don’t know that many people
are. Most of this is based on trials and tribulations over the span of about 20
years of coaching and it is my hope that you may be able to draw something
useful from it.
Culture is a tough definition when
it comes to team sport. It is very vague on one hand but widely thrown around
on the other. For the purpose of this
blog it should be understood that we are using the term in a broad sense with
the focus being placed on some of the small pieces that make up culture such as:
accountability/expectations, transparency, habit formation, leadership and
creating an atmosphere that is conducive to increasing performance.
It is
hard to argue with the fact that the majority of successful businesses and
sport teams possess two qualities in which they are able to drive performance
from, talent and culture. There are many attributes that help to foster
greatness, but it is hard to argue that without talent and culture, there is
not much of a base to build from. Many successful entities have one or the
other and at times there is a combination of the two, but what separates the
perennial power houses from the occasional success stories is the ability to
hold the two aspects together as much as possible for as long as possible.
Both
talent and culture can be built, but for the purpose of this blog we should
consider the key points that talent can be acquired through recruiting; where
culture must be built from the ground up.
This doesn’t mean we are not trying to develop talent, it just means
that key roles can be filled in a timely manner if your resources allow for it.
The points below are in no particular order and are steps that we have taken
and continuously worked towards in any venture I have been involved in.
·
Culture is built by an unwavering love and
passion for what one does. It is infectious but can easily be destroyed by a
simple lack of caring or ownership by as little as one person
·
CARE. And show it. It is easy to say all of
this, but to live it is a completely different story. It is both emotionally
draining and time consuming, but if you show your passion for it, people will
respond accordingly. This means giving more of yourself even when there will be
times that you are close to tapping out.
o
During our seasons of play, our staff tries to
get out to as many games as we can. Our athletes know the kind of hours we put
in and they know that sticking around for a 7pm game adds hours to our already
long days. However, this shows that we are invested in them and genuinely want
to not only show our support, but watch how they play/move on their field of
play in order to pick up on something we may have missed training in the gym.
·
Own your mistakes because we all make them at
some point. Pointing the blame at someone else when you are ultimately supposed
to be in charge reflects upon your leadership abilities.
·
Share your vision with those that are going to
help you build it. The week before I started I told my assistant that I wanted
to change the world and her reply was “let’s do it”. If she wasn’t on board with my ridiculous
ideas we would not have been able to be as impactful as we have been.
·
Surround yourself with people that challenge you
and your ideas. Chances are, someone on your staff or one of your athletes have
been in a similar situation and you may be able to adapt something from their
past that can impact your future.
o
Ensure that you have a diverse staff. We all have something unique we can offer but
if you hire people that are similar to you the chances of being challenged are
lessened. From a coach standpoint, we
can’t all relate to every athlete we work with but by including diversity
within your team the likelihood of being able to reach more athletes is
improved.
·
Enabling is the first step to entitlement.
Entitlement should not be confused with empowerment. Empowering someone comes
from setting the bar/standards high and giving them (by them I mean your athletes
and your staff) the tools needed to create something great. One works to earn something so they may be
rewarded with a result. The other comes from a mindset that one deserves the
result without doing the work to achieve it. You reap what you sow and whatever
seeds you plant will grow.
o
I know that this is a tough one for many coaches
to deal with so I will share my approach on the enabling and entitlement
issues. Make your athletes work for
everything (and I mean everything).
If they want to clean from the floor, show us you can deadlift and hang clean
well and that you qualify to do so. If an athlete asks for anything (extra
mobility work, conditioning, strength, etc.) we follow up with an email asking “Why
do you need this? What are your time constraints? When are you able to do these
extras so that we can program accordingly? If there is no thought put into it,
or the response time is poor, we will call them on it. Our time is valuable,
but we are always willing to make time for those that will show us they are
willing to do a little more
o
This may seem like an easy concept to some, but
it seems lost to many: If you allow for
a habit to form and repeat itself, what do you think the end result may be? For
example: A sport coach would not or should not allow poor technique to pass in
training or practice sessions because we know that habit will transfer to a competition
setting. Why would anything related to culture be any different? Why would it be ok to show up late to a
session once, but not the next time?
·
We have all heard the old adage “hire slow, fire
fast” I assume? In my setting, we are attempting to build the culture slowly
over time and correct the issues as quickly as we are able to. This ensures
they do not become more problematic as both good and bad aspects of culture are
infectious. I remember going to a conference on social media and the speaker
stated that for every positive review you receive online it will touch 5-8
people but every negative review will reach 30.
Culture is no different.
·
Create autonomy and ownership. When we coach our
athletes we give them minimal cueing with the mindset that they will need to
figure some things out on their own. The same goes with our expectations in the
weight room; the more they can figure things out on their own, the more likely
it is to stick. When the majority of your team is figuring things out, the more
ownership is likely to take place. The more signs you have in the weight room
saying “pick up after yourself”, “don’t drop dumbbells”, etc. the more likely
they are to be ignored. They just become part of the décor. Ownership can also be instilled through a
sense of pride. Make the best of your
space (field, office, weight room etc) and focus on highlighting the finer
points and making the best of those that aren’t necessarily up to par.
·
In order to improve culture, we must have leadership.
I find this to be one of the most difficult aspects because we are in a time
where our self-worth is dictated and measured on our cell phones and social
media accounts, not by our actions and real life successes. Somehow who you
follow or who follows you is now an accomplishment?
o
The leadership must start at the top down, and
roles for both coaches and athletes must be fostered, encouraged and well-designed.
We know that it is difficult to develop leadership with any generation and in
all settings, but does that come from a lack of inherent leadership
capabilities, or a lack of mentorship and guidance? If you think your role as a
coach only involves coaching, I wouldn’t bother reading any further.
o
If you create accountability, you will see
glimmers of leadership emerge which allows for you to identify who your key
players will be.
·
We know that culture takes years to build, and
we know that everyone loves change, except when it happens to them. Be patient
and expect that there will be a ton of hiccups along the way.
o
Assess the needs of your environment and create
a plan of attack. When a change or shift is needed we intuitively try to rip
the band aid off and attempt to fix everything at once. Your assessment becomes
your guide to triage your given situation. Work back from what your ultimate
goal is and try to target small, impactful things that will add up over time.
This can be something as simple as having your athletes wear clothing that
represents their team for every session, or not allowing tardiness or unexplained
absences.
o
Many people are hardwired to resist change.
Communicate plans well in advance and educate the people around you as to why
change does not have to have a negative connotation.
o
Anticipate those that will be resistant to
change and be prepared to educate them accordingly. These are the people that
say, “We have always done it this way”, or, “this is what the best team in the
world does”. If you butt heads with these people or challenge them in a
negative fashion, you will never win them over. But if you drop your ego, and
are prepared to show “why” and “where” you may be impactful, the likelihood of
them buying in is much greater. If we expect our athletes to be a cohesive unit
and work together, we must hold ourselves to the same standards. Ultimately, if you do butt heads, you can at least know that you have given someone an
opportunity to learn something new, which may serve as a learning experience
for future issues.
o
Do NOT
be hard on yourself when something doesn’t work as planned. We have over 600
athletes representing 25 teams and over 60 coaches. There are so many variables
and unique personalities at play that we will have to take some lumps along the
way and reframe our failures as an opportunity to learn.
o
Be professional. There are very few instances in
this world where this will not separate you from others. Replying to emails in
a timely fashion, with your spelling and grammar in check, thanking people when
they help you, or being on time are simple things that anyone can do with
minimal effort. Quite frankly, they go a long way.
·
Structure and principles are key, not necessarily
systems. Obviously we all have systems in play, but be weary of rigidity in
them. If we want creative coaches and athletes there needs to be some wiggle
room. Rigid systems can create mindlessness, and in many cases may zap autonomy.
Keep in mind, many athletes (specifically in team sport) crave structure and
are attracted to being around others with similar mindsets.
·
Create accountability by defining and
reinforcing parameters that put it back on the athlete to take ownership. In
our setting we have very few non-negotiables (do not be late, do not miss
sessions, support your fellow athletes, no headphones, no phones in the gym and
wear shoes). The only time these are
excused are when the athlete gives the coach prior written notice. We have over
600 athletes and ask that they email us so that we have a paper trail which
also keeps us as a staff accountable. We also have one poster spread around the
gym and verbally reinforce them to encourage accountability. If an athlete
comes in and says, “my knee hurts”, we can instantly refer to the poster which
asks questions such as:
o
Did you report your injury to the S and C staff
immediately so you may receive modifications as needed?
o
Have you had an assessment or therapy yet?
o
Have you done your pre- and/or post-work for
this injury yet?
This is simple, yet effective. It
is far from perfect, but it is a form of accountability and ownership, both key
pieces to the culture puzzle.
·
Punishment should not be confused with
accountability or consequences. Punishment is easy and is quite often delivered
out of emotion. If we want our athletes to be able to focus and control
emotions on their field of play what kind of example are we giving them when we
struggle to control ours? In our setting, if an athlete shows up late without
prior notice, they are asked to leave. The consequence is they miss the workout
for that day. If it becomes a recurring issue, we will give them their program
and they may train out of the student gym for a period of time and their coaches
will be alerted of this. Quite often,
this can give you an idea as to where the leadership lies. If no one notices a
member of their team is missing or cares to do so, you may have some issues you
need to address. Conversely you may have athletes that always notice when
someone is absent or you have brought it to their attention and they are not
sure how to deal with the situation or get upset. We need to be cautious when
conflicts or issues arise and we place it in the hands of the athletes. Coaching should be more than just telling
athletes what to do and when to do it. Our goal is to help create strong,
productive members of society, and something as simple as helping them with
conflict resolution skills is invaluable.
·
Be encouraging.
We all know when our athletes are doing something great, but do you address
this in an intimate or closed environment? There is nothing wrong with
mentioning positive notes to a group, but bringing one of your athletes into
your office to say how pleased you are with their progress is next level…..Watch
them open up: the color in their face and posture changes immediately, and most
importantly, you have given them a feeling of empowerment and accomplishment
(both of which can easily be lost in the team environment).
o
On the flip side, if you fill your athletes with
false praise, then praise becomes absolutely meaningless. Pick and choose times
where there is merit so they know that you honestly mean it. If the majority of
what comes out of your mouth is fluff the athletes will see through you.
o
If you have something to raise that is negative
or may come off that way, the same approach is useful. Everything should have
meaning and purpose.
·
I would like to say that once you mention
something once it becomes a done deal.
This is rarely the case, so ensure that you repeat your message as
needed before issues arise with the understanding that you are in this for the
long haul. Having said that, if it is only a few outliers that are missing the
message, speak with them individually or in a small group to ensure there is
impact behind it. It is useful to be
realistic in your approach here as well.
For example, we have a dress code for the weight room and expect
everyone to be early to their sessions. We know that when teams report, new
members may not have team issued clothing in the first couple weeks and that
they are still working out class schedules. Since we are prepared for this, we
reiterate the message as needed, give them a realistic timeline, and things
clean themselves up in a matter of weeks.
·
Be as encouraging to your staff as you would
your athletes. If they know that they are appreciated for their work and that
you value them, they are more likely to have the ability to carry on your
cultural expectations in your absence. In our setting I have one full-time Assistant
Coach, and a Student Coach and Graduate Assistant Program. I have to be able to rely on them to be able
to hold our athletes to the highest standards. My goal as the head coach is to
mentor and guide our staff to one day either take my position (or a similar one)
and have the tools necessary to be successful.
·
Command respect by not raising your voice. When
you yell all the time, or bark orders, a couple of things happen. First, it
makes the athletes focus on your tone and think, “this coach is a dick”, and
the message becomes lost. Secondly, it makes the athletes think something is
wrong. We are not in war here, this is
not life and death. Having said that, there are times where you may need to
raise your voice outside of motivational or potential injury settings, and just
as when you praise and athlete, these should be used sparingly so that the
message is impactful.
·
Speak at a level where everyone can hear you,
and not any louder. Athletes that think it is acceptable to speak over you will
be shushed by the leaders in the group that value the importance of your
message. It also forces attention in a world where attention spans are
diminishing. If you are unable to garner the athlete’s attention, stop talking
and wait for them to finish their conversation. They will get the message
fairly quickly that this is not acceptable.
·
Do not expect perfection, encourage it and give
the athlete the tools needed to do so and it will come. In our setting, we can
have up to 50 athletes in the gym at any given time with only 2 coaches on the
floor. I know that we will not get perfection immediately with this ratio, but
I do know that if someone walked in nothing would look horrendous. If you
create an environment where athletes understand that they must qualify to do your
core movements/skills they will accept progressions or regressions much more
readily. This allows us to ensure that our principles stay intact while
minimizing the risk of injury and reinforcement of negative patterns.
·
Encourage competition before it is necessary. We
live in a time where everyone is praised for participation. Include competition in your training
environment when it is feasible. As an example, our non-travelling football
athletes will do a competitive circuit on the Friday or Saturday of a game
weekend. They are expected to train as those that would travel do without the
reward of playing and this is an opportunity for them to continue to compete,
have purpose, and feel as though they are still a valued member of the team. We
explain and educate them as to why we are doing this. Travelling or not, every
member of the team has a role and without them remaining in shape and
competitive they cannot drive those that travel to compete at the level needed
in training. Let’s also not forget what it is like to be a student-athlete. At
the end of the day, training can get mundane and even though it may not fit
into your training plan there are simple competitions you can partake in that
will not negatively affect your end goal. Chances are, they won’t physically
make any huge impacts either, but mentally it can create a change immediately
in the training environment.
·
Be adaptable. Things change on an hourly basis
when you are in a big business or institution.
You must figure out what is essential,
what is useful, and what is possible, and formulate decisions and
programs based on this.
·
Keep your strengths strong while bringing up
your weaker areas. Too often we identify
“needs” and neglect what we do well
to fix everything else. Our ultimate
goal is to do the basics and do them well and progress from there.
·
Be proactive not reactive. The more you can
anticipate, the easier your life will be. When we are reactive, chances are we will
have more of an uphill battle trying to achieve your end goal.
·
Do not accept mediocrity. It is really easy when
you are a lone coach on the floor with many athletes, but if they know that you
hold technique and work ethic in a high regard it is easier to hold them
accountable.
o
Success and failure are equally infectious. In
our setting, we know that we will have an influx of athletes in late August,
early September. This is where we spend a lot of time on technique. We try to
place our novice lifters with our more experienced and technically sound lifters.
This has multiple benefits, one being that the experienced lifters pass down
the importance we place on technique, specifically at this time in their respective
seasons, and it encourages both leadership and ownership to both parties
involved.
o
This should also carry over to the importance of
athletes taking care of the weight room.
They know we have a limited budget and that we clean it ourselves. If
you allow them to leave it a mess after a session and let your student coaches
or interns clean up after them you are not demanding the most out of your
athletes. You can choose to say your job is to make them stronger, powerful,
more conditioned, etc. Or, you can choose to help give them life skills that
will carry on with them for the rest of their life.
·
Educate those around you constantly. We hold
monthly meetings with our student coaches but encourage questions daily. We
also encourage our athletes and coaches to ask questions and if they don’t have
any questions, we explain why we are doing what we are doing. If they have a
deeper understanding of the message and collective vision, they are more likely
to support it and be enthused by it.
·
Treat everyone the same. If you let your star
player or favorites walk in late or do anything that others aren’t you are
setting yourself up for failure. We work in a team setting, even with our
individual sports and the fastest way to destroy things is to let them think
they aren’t a team and that somehow some individuals get a free pass to do as
they please.
·
Identify the people you are dealing with
(coaches, support staff and athletes). This may seem simplistic but you will
meet the same personality traits 100’s of times in your life and if you have a
better idea of the type of people you may be dealing with it may allow for you
to relay your messages and communicate better. If you haven’t recognized this
yet in your career start to take note on how people interact in similar
situations and after a few years it becomes like the movie Groundhog Day. I stole the passage below from a business conference
I was at and I apologize that I don’t remember who coined these. There are many
more traits, but these are an easy start:
§
Adapters:
Those that can’t wait to get things done and will do whatever it takes to do
so! They volunteer their time and give more of themselves for the sake of the
greater good.
§
Resisters:
They question everything and quite often are very vocal about their displeasure
around the water cooler. I think this is important as well, although they can
be a huge pain if their resistance is just for the sake of it, and not at all
constructive.
§
Coasters:
They find a way out of everything. Quite often they will do the least amount of
work and utilize the most resources.
·
Mental toughness is a term that gets thrown
around quite often nowadays. We all want resilient athletes, workers and staff,
but the idea of beating people down to build them back up should be left out of
sport. If you look at the athletes or
staff members that you deem to be mentally tough what are the characteristics
you see? If you can identify what makes
them unique you can begin to add character as one of your key recruitment
tools. We find that instead of breaking people down to build them up, encourage
them to achieve their goals and to demand more of themselves to be more
effective. Be demanding, but fair and understand that what works for one person
usually only works for that person only.
o
If you want mentally tough kids, demand the
highest out of them, make discipline a key component of your program, and
differentiate it from disciplining them. Holding high standards and punishing
are two very different things. Raise the
bar, and don’t encourage your athletes to reach it, encourage them to jump over
it, and the mental toughness and resiliency will come. In our setting as S and
C coaches, sport coaches will identify mental toughness as an attribute they
would like to see in certain players. I quite often ask for examples of where
they see this lack in specific athletes to see if we can actually affect
change. If our hockey coach says a player is soft in contact we will look to see
why. Did they have a previous injury
that is making them hesitant? Are they fit enough? Or, do they just lack the
ability to get into a position where they can create success? Because, if they
do, we can work on “mental toughness” with them and by “mental toughness” I
mean confidence.
o
Understand that in any population you work with,
you do not have a full understanding of everyone’s background (upbringing,
parents, sleep habits and other uncontrollable factors). Not everyone you work with will fit the mold
you would like to see them in so it is up to you to either refine that mold or
make a tough decision.
·
Lastly, question yourself. If you think you are doing everything
perfectly you may want to re-evaluate things.
There is much more at play here,
but this is a start and I hope that you as a reader, coach or employer may get
a tidbit that is useful within your own unique situation. Just as in coaching,
what works for one, works for one, but that doesn’t mean we can’t learn from
others’ trials and tribulations.
Ultimately, if you want to affect change you will have many long days
and sleepless nights, but know that there is light at the end of the tunnel if
you have the right people around you. The second you find yourself no longer
caring, I suggest you move on in your career. You may be able to gut out your
long days but then it just becomes work… and who wants that?
NONE of this would be possible
without the support of Lisa (my assistant), our Student Coaches and Grad Assistants,
and our bosses that gave us the autonomy and support needed to build something
better so that one day we can achieve greater things. Having our sport coaches
and athletes believe in what we were trying to do and understood the importance
of putting culture before performance has made this journey that much
better.
Yours in Strength,
Joe McCullum