In the competitive world of sports, recruiting and retaining athletes is as much an art as it is a science. Whether you’re a rowing coach, a soccer trainer, or leading a youth basketball program, you’ve probably spent countless hours refining your knowledge of technique, physiology, nutrition, strength training, mobility, and the psychological aspects of performance. And that’s all incredibly important—your athletes need to trust that you can help them win. But there’s another vital factor in coaching development and recruitment of athletes that often goes overlooked: your character.
As coaches, we spend time discussing drills, practice plans, erg scores, and VO2 max. We design the perfect training cycle to peak at the right moment. But ask yourself this: are you also intentional about the first impression you make? Because for many families, the decision to join—and stay—in your program comes down to one powerful question:
“Is this someone I want mentoring my child?”
The Dual Lens of Athlete Recruitment
When a parent meets a coach for the first time—whether on a phone call, a tour of your facility, or at a team meeting—they’re evaluating more than your credentials or the program’s record of success. They’re assessing you through a dual lens:
Professional Competency: Can this coach deliver success, structure, and athletic growth?
Personal Character: Is this the type of adult I want influencing my child’s values, behavior, and self-concept?
Sure, they want to hear about your training philosophy, how you build athleticism, how you handle race schedules, how organized your communication is. But what they’re really watching for is how you carry yourself, how you speak about your athletes, how you handle pressure and disappointment, and whether your personal values align with theirs.
In other words, you are the product—not just the program.
Coaching Is Leadership—and Leadership Is Personal
Sports, especially at the youth and high school levels, are more than just a path to victory. They’re a crucible for personal development. In many cases, the coach becomes one of the most influential figures in a young person’s life.
If you’re in this profession, you already know: teenagers don’t always listen to their parents. But they will watch you. They will absorb how you behave under stress, how you speak to them, and how you treat others around you. That influence is lasting—and parents know it.
That’s why the best strategy for athlete recruitment and retention doesn’t stop at your technical expertise. It begins with authentic leadership—showing up as the kind of person you’d want mentoring your own child.
First Impressions Matter
Let’s look at that first meeting with a new family. You might be thinking about showcasing your program’s achievements, communicating the season calendar, explaining fees, and outlining your athlete development pathway. All of this is necessary.
But behind the scenes, here’s what parents are really noticing:
Do you look them in the eye?
Are you approachable?
Do you show respect for their child as a person, not just as an athlete?
Do you have clear boundaries and professionalism, while still being personable?
Do you speak about the “whole person,” not just their athletic potential?
These soft skills often tip the scale. Why? Because parents don’t just want their kid to improve in sport—they want their kid to be in a safe, structured, values-aligned environment.
This is especially true for long-term retention. The best athletes and families don’t stay in your program just because you’re good at writing workouts. They stay because they believe in you.
Model the Behavior You Want to See
One of the most underrated elements of coaching development and recruitment is how you model resilience and emotional intelligence. Athletes and parents are constantly watching how you respond to:
Defeat or missed goals
Injury setbacks
Conflict with other athletes or parents
Team dynamics and leadership transitions
Travel stress and competition weekends
You don’t need to be perfect. In fact, showing vulnerability and accountability—owning mistakes, expressing disappointment constructively, and recovering with grace—can often have more impact than trying to maintain an image of flawless control.
These moments of humanity are what bind a team and inspire trust. Your emotional composure becomes the culture standard. When you show how to navigate adversity, your athletes gain the permission and framework to do the same.
Character as a Coaching Asset
So how do you cultivate this deeper dimension of coaching development and recruitment of athletes? Here are actionable strategies:
1. Reflect on Your “Why”
Remind yourself regularly why you coach. Make sure your purpose extends beyond wins and medals. Let athletes and families hear you talk about growth, responsibility, and life lessons. Build that into your team language.
2. Establish Core Values
Have a short list of 3–5 core values your program lives by—things like integrity, effort, humility, respect. Reinforce them daily. Speak about them openly. Reward athletes who exemplify them.
3. Be Visible and Approachable
Don’t disappear after practice. Be present at regattas. Help carry oars. Greet every athlete. Learn siblings’ names. These small acts humanize you and build relational capital.
4. Train Your Staff on Soft Skills
If you have assistant coaches, make sure they understand the importance of tone, patience, and communication. Every interaction matters—and they are ambassadors of your culture.
5. Document and Share Testimonials
Ask current families and athletes to share stories about what makes your program unique. Social proof builds trust, especially when it reflects your values in action, not just performance outcomes.
Selling Yourself vs. Being Yourself
When you step into a recruitment conversation, don’t think of it as “selling the program.” Think of it as revealing who you are—because ultimately, people buy into people.
Be the kind of person who:
Is genuinely curious about the athlete’s goals and fears
Speaks with clarity and optimism
Stays consistent in word and action
Shows respect to everyone in the room
Communicates clearly and calmly—even when things go wrong
These qualities are your competitive advantages—and a core part of effective coaching development and recruitment of athletes.
The Long Game: Building a Reputation of Trust
The most effective recruitment strategy isn’t an ad campaign or a snappy slogan—it’s the ongoing word-of-mouth recommendation of satisfied athletes and parents who trust you.
They’ll spread the word because:
Their athlete got faster, stronger, and more confident
They saw the coach show up with integrity, day after day
Their child had someone to talk to when life felt hard
They saw values reinforced that aligned with their home
That’s the kind of reputation that can’t be bought. It’s earned.
Final Thoughts: Coaching is a Human Business
In coaching development and recruitment of athletes, technical proficiency opens the door—but your character keeps it open. When parents and athletes sense they’re joining a team that cares, that upholds standards, that leads with empathy and courage—they’re not just signing up for a sport. They’re joining a movement.
As coaches, we have the rare privilege of shaping not just performance, but people.
So keep writing those workouts. Keep learning the latest in biomechanics and sports psychology. But also take time to refine your presence, your empathy, and your example.
Because in the end, athletes don’t just remember what you taught them. They remember who you were when you taught it.
About the Author
Neil Bergenroth is a veteran online rowing coach with over 37 years of experience coaching athletes to world records and national titles. He has been featured in the New York Times Wirecutter as a rowing expert and is the creator of the Erg Dude 2: Galactic RowDown iOS app, helping athletes train smarter through real-time rowing feedback and gamified workouts.
Neil’s coaching philosophy blends technical mastery with character-driven mentorship, aiming to inspire athletes to excel both on and off the water.
