It's never about just basketball
Rob Newson • 11 March 2026
But it's always basketball
We're always teaching and coaching the game, whether it's with 8 year olds who are just starting or professional players trying to win a Championship.
But it's rarely, if ever, about just the game.
It has to be about something more than just putting the orange ball into the orange hoop. If that's all there is to it, then I'm out.
It's about discipline, team-work, communication, effort, responsibility, courage, leadership, belief, problem-solving, co-operation.
It's about holding a space for people to have a dream, to own it, pursue it, fail, and start all over again.
It's about running forwards and backwards, jumping, landing, throwing, catching, and lateral movement.
It's about time management, dealing with adversity, managing difficult emotions, engaging in difficult conversations, getting up early, staying late.
It's about balancing academics.
It's about love, joy, and fun.
It's never just about basketball. But it's always basketball.
And that's why we love it.
Coach, I’m going to say something that might make you cringe: You are a salesman. I know, I know. You didn’t get into youth basketball to "sell" anything. You got into it to teach the game, develop players, and maybe win a few trophies along the way. But here is the hard truth: if you’re coaching, you’re in sales. Every time you ask for a defensive rotation, a 6:00 AM workout, or a specific style of play, you are selling an idea. And your players? They are your customers. The Authority Trap The biggest mistake we make as coaches of under-18s is leaning on the "Whistle of Authority." We think because we’re the adult in the room, we’re always right and they have to listen. We treat it like a dictatorship rather than a choice. But buy-in is always a choice. When we hide behind our title, we stop doing the one thing great salespeople do better than anyone else: Relationship building. On the court we're yelling feedback in the middle of play expecting players to listen and implement. Outside of practice we’ve become too comfortable with WhatsApp and SMS. It’s "efficient," right? Wrong. It’s safe. It allows us to avoid the friction of real conversations. If you want to build a real program, you have to be comfortable talking—face to face and on the phone. Every time a parent shows up to watch a session, that isn’t a distraction; it’s a lead. It’s an opportunity to understand what’s happening in that kid’s life outside the gym that might be affecting their performance on the floor. The "Pain" of the Phone Call I talk to coaches who are terrified of calling a parent "out of the blue." They don't want to be "annoying." But let’s be honest: Are you afraid of being annoying, or are you afraid of what you might find out? Picking up the phone to ask for feedback is risky. You might find out something important that forces you to change how you operate. The "pain" of making those changes is often why we choose to do nothing. We stay in the dark because the light requires us to grow. The Principle: Authentic coaching is an ongoing sales process rooted in the courage to prioritize human connection over the safety of perceived authority. What it looks like in practice: DO: View every pre-practice chat as "renewing the contract" of trust with your players. DO: Ask parents for feedback. Even the negative stuff is vital data that helps you serve them better. DON'T: Rely on "Because I said so." If they aren't buying what you're selling, you haven't explained the value well enough. DON'T: Use text messaging to avoid uncomfortable conversations. If it matters, use your voice. Why it matters The customer is always right. Whether that’s the player or the parent paying the fees, our job is to serve them. If you aren't selling, you aren't listening. And if you aren't listening, you aren't coaching—you’re just talking to yourself in a gym full of people. Pick up the phone this week. Ask a parent how they think things are going. The answer might be exactly what you need to hear to take your team to the next level.
