The Deep Game of Buy-In: How to Earn Athlete Trust and Build a Winning Culture
Introduction
Building athlete buy-in is one of the most underrated but powerful tools a coach can develop.
When athletes believe in you, your program, and themselves, performance doesn't just improve—it transforms.
Buy-in is the secret sauce behind great teams, resilient individuals, and lasting success. It’s the psychological and emotional investment an athlete makes in you as a coach, the training program or system, and the goals and values of the team.
Athletes work harder when they believe it matters. They adhere more to the plan (even when it’s tough), and they bounce back faster through setbacks or plateaus.
In this post you’ll find 6 solid ways to earn your athletes’ trust and create a winning culture. And I’ve included some of the most successful coaches I’ve worked with who exemplify these strategies.
Let’s get to it!
6 Winning Strategies for Athlete Buy-in
1. Build Real Relationships
Relationships are the bedrock of athlete buy-in.
Be present: Communicate by making eye contact, asking real questions, and actually listening.
Remember details: Know their name, background, and personal goals. Show them they matter.
Be human first: Athletes perform better when they feel seen beyond their stats. Get to understand their motivations to compete and acknowledge their feelings.
Create a safe space for open communication.
Show that you genuinely care, not just about performance, but about them as people.
“They don’t care how much you know until they know how much you care.”
Youth athletes need consistency and care. Elite athletes need respect and authenticity. Both crave trust.
Terry Crawford’s legendary impact on Track and Field began at the University of Tennessee.
The Ten that Made One speaks volumes about Terry’s winning leadership style and positive impact on the sport for more than 5 decades.
2. Explain the "Why"
Information empowers. When athletes understand the reason behind a drill or a lift, they’re more likely to commit.
Use sport-specific logic in terms they understand: "This lift builds the acceleration you need out of the blocks."
Make it visual: Show them videos, comparisons, or even whiteboard sketches.
Relate it to their goals: Connect the daily and weekly workouts to competitive performance.
Clearly explain the reasoning behind individual and team training plans, goals, and expectations.
Youth: Keep it short and fun. Think analogies and gamification. Elite: Be ready with data, rationale, or evidence-based backup.
Pat Summitt's team-building approach emphasized open communication, individual attention, and a strong sense of community, encouraging players to take ownership of their growth and development.
3. Let Them Have a Voice
Ownership sparks investment.
Ask for feedback: Use check-ins, RPE (rate of perceived exertion) scales, or ask how they felt they performed on a play or attempt.
Let the lead: Ask them to lead stretches or drills, or coach teammates on technique.
Co-create goals: Involve them in planning and adjustments. Let them set their own personal performance goals for a competition.
This doesn't mean athletes run the show—it means they're part of it. That distinction matters.
Clark Duncan leads post-game motivational sessions with coaches, players, families, and the student body at South-Doyle High School.
SDHS football team in mental training to build team cohesion.
"The wins have been meaningful, but his role in helping us change the culture of our school and the positive impact made on the lives of our young men, will never be forgotten." Tim Berry, Principal.
4. Celebrate Progress
Recognition reinforces behavior. Athletes want to know they’re getting better.
Track metrics: Jumps, sprints, lifts, reps.
Show improvement visually: Before-and-after videos, PR boards, charts.
Celebrate effort, not just outcomes: Did they stay focused? Push hard? Compete?
Youth athletes thrive on visible, fun markers. Elite athletes respond to measurable results and individualized feedback.
5. Be Consistent and Authentic
Trust is built over time, not intensity.
Follow through: Do what you say you will.
Model the behavior: Mindset, work ethic, attitude, attention to detail. Live what you expect.
Be real: If you don’t know something, say so, and find out. Athletes respect honesty.
Consistency in your coaching inspires trust and confidence.
South-Doyle Rugby Club, Tennessee Rugby Association 7s 2014 Champions
Through team building and transformational leadership, Head Rugby Coach Matt Lance led the team to numerous titles and National Championship competition.
6. Adapt to the Individual
There’s no one-size-fits-all in coaching. Personalization shows you’re paying attention. That’s powerful.
· Know your athletes: Some want technical details, others want space to compete. Know who needs a push and who needs patience.
Personalize your cues and feedback: What works for one might not work for another.
Balance structure with flexibility: Adjust plans without losing the plan.
Common Mistakes that Kill Buy-In
Overcoaching or micromanaging
Ignoring athlete feedback
Lack of transparency
Constantly changing plans with no explanation
Coaching without connection
These habits don’t just reduce buy-in—they can erase it.
Quick Takeaways
Gaining athlete buy-in isn’t about giving a speech. It’s not a slogan. It’s the day-in, day-out relationships you nurture with your athletes that builds a winning culture.
Trust is everything—build real relationships.
Explain the why behind drills and plans.
Give athletes a voice—feedback creates ownership.
Celebrate progress, not just outcomes.
Be consistent and authentic—walk your talk.
Coach the individual, not just the team.
Avoid micromanaging and vague plans—they kill buy-in.
Culture is built daily through actions, not words.
