Personalized and Athlete-Centred Coaching: A Holistic Approach to Modern Sport

In high-performance sport, coaching has long been driven by structure, outcomes, and short-term gains. Yet emerging research—and the voices of athletes themselves—remind us that these traditional models often miss something critical: the person behind the player. Personalized and athlete-centred coaching represents a shift toward deeper engagement, stronger identity development, and more sustainable performance outcomes.

This approach is grounded in Self-Determination Theory (Deci & Ryan, 2000), which outlines three key psychological needs: autonomy, competence, and relatedness. When coaches create environments that meet these needs, athletes don’t just comply—they commit. Personalized coaching doesn’t lower standards; it raises the bar by aligning motivation with meaning.

Coaching the Individual: More Than a Position or Statistic

Jonny McMurtry’s (2022) research into personal strivings among elite U20 rugby players revealed a compelling truth: athletes are often motivated by more than just selection or victory. Many seek personal growth, connection, or the opportunity to be part of something bigger. Yet in traditional systems, these drivers can go unnoticed—eclipsed by a focus on metrics and compliance.

Using tools like Emmons’ Personal Strivings Assessment (1986) allows coaches to uncover these deeper motivations. Supporting an athlete’s striving to “be a better teammate” or “lead with integrity” may yield just as much on-field performance as technical drills—while also building a foundation for long-term resilience.

Voice, Choice, and Challenge: Unlocking Sustainable Motivation

The next evolution of athlete-centred coaching is creating space for athlete voice. When players feel like contributors, not just participants, their investment deepens. In McMurtry’s findings, academy athletes voiced non-performance-related goals when given the opportunity, indicating untapped motivational layers.

Real-world examples support this shift. Michael Cheika, coaching Argentina, emphasized shared leadership and decision-making—not to soften expectations, but to harden commitment. Co-created goals, athlete-led routines, and reflective practices all support autonomy and build psychological safety. And when athletes feel safe, they take risks, learn, and grow.

Purpose Over Pressure: Supporting Athlete Identity and Growth

Elite athletes, especially those aged 18–20, are navigating a complex developmental period. Over-identification with sport—known as identity foreclosure—can increase vulnerability to mental health struggles and burnout. Purpose-driven coaching counters this risk by supporting identity beyond sport.

McMurtry’s study and the work of Côté (2009) in the Developmental Model of Sport Participation show that strivings like “developing resilience” or “being a role model” support long-term athlete well-being. By incorporating narrative reflection, life-goal mapping, and consistent 1:1 check-ins, coaches can help athletes integrate their sport into a broader, healthier sense of self.

The stories of players like AFL’s Jack Watts and NRL’s Latrell Mitchell highlight the cost of ignoring identity. When coaches prioritize only performance, players may struggle to adapt when adversity strikes. But when coaching supports the whole person, setbacks become opportunities for learning, not crises of self-worth.

The Competitive Advantage of Coaching with Care

Personalized and athlete-centered coaching is not a soft option—it’s a strategic one. It builds the foundation for lasting motivation, deeper engagement, and stronger team culture. In a sports world facing rising rates of dropout and mental health challenges, the choice is clear: coach the person first, and performance will follow.

Reflection for Coaches:

  • Are your systems flexible enough to reflect individual athlete needs?

  • How do you actively seek your athletes’ voice, feedback, and input?

  • What goals are your athletes striving for beyond performance?

  • How does your coaching support identity, not just ability?

Athlete-centred coaching is more than a trend—it’s a return to what great coaching has always been about: connection, purpose, and growth. Let’s keep shifting the lens from pressure to purpose.

Beyond the Scoreboard: Reclaiming Identity, Motivation, and Meaning in Youth Sport

Beyond the Scoreboard: Reclaiming Identity, Motivation, and Meaning in Youth Sport

What are our young athletes really striving for—and are we listening?

In the midst of performance pressures and identity crises across Australian sport, we need to look beyond the scoreboard. Drawing on my PhD research into elite youth rugby union players, this post explores how understanding an athlete’s personal strivings and evolving identity can reduce burnout, enhance motivation, and foster sustainable success.

From academy environments to grassroots clubs, how well do our systems support athletes not just in what they do, but in who they are becoming?

Read the full post below and let me know—how are you shaping identity in your coaching or leadership practice?

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The Power of Personal Strivings in Professional Sport: Insights from AFL and NRL

The Power of Personal Strivings in Professional Sport: Insights from AFL and NRL

In professional sport, success isn't solely about physical talent or tactical prowess—it’s deeply connected to athletes' personal strivings, their intrinsic goals and values. Recent events in AFL and NRL involving Jamarra Ugle-Hagan, Harley Reid, and coach Michael Maguire spotlight how crucial aligning internal motivations with external demands truly is. Could better understanding athletes’ personal strivings be the key to enhancing performance, resilience, and team cohesion? Explore how embracing these deeper motivations can foster sustainable success in high-performance environments.

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The importance of effective relationships in high performing teams in business and sport

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In high-performance sport, effective relationships play a crucial role in athlete development and performance. While success often takes precedence, research emphasizes the importance of building positive coaching behaviors such as trust, respect, and open communication. Professor Sophia Jowett’s work highlights key areas—closeness, coordination, complementarity, and commitment—that foster meaningful connections with athletes. However, focusing solely on winning can lead to burnout and hinder long-term growth. By prioritizing intrinsic motivation and psychological safety, coaches can nurture both effective and successful relationships. What are effective relationships in sport, and how can they be developed?

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Unconditional love in HP Business and Sport Teams?? How about caring with conditions....

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In high-performance teams, balancing care and accountability is essential, yet challenging. While fostering trust and empathy is crucial, so is setting clear expectations and maintaining responsibility for actions and performance. Great coaching involves aligning intrinsic motivation with supportive environments that emphasize autonomy, competence, and relatedness. Are your coaching practices creating spaces where athletes feel empowered, valued, and accountable? What steps will you take to strengthen your leadership and inspire your team to thrive?

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