Preface – Great Coaching and Your Bottom Line


Sport is not just victories and defeats, athletes and judges, stadiums and halls. Sport is also a business activity. The top managers of sports organizations manage them in the same way as the largest companies are being managed. Everyone familiar with sports structure is aware that a sports coach represents a key factor in a sports success, not only in the competitive success but also in the business success of a sports organization.

This book focuses on the position of the coach, one of the key factors in the contemporary sports industry. The book consists of six chapters. In the first introductory part of the book, general topics about sport as one of the fastest growing segments of the global economy (Plunkett 2013) are discussed, followed by influence of coaching in overall business performance of a sports organization, then marketing as a philosophy that changed the sport, and importance of communication as one of the key factors of the success in the sport.

The fifth chapter of the book is an overview of my views and advice on the role of the coach gathered through quite a few years of working in the professional clubs. The fifth chapter also answers the question “why are some coaches more successful than others?”

It is a common opinion that in order to achieve success in the coaching profession, it is very important to be a good teacher and pedagogue, and to have technical knowledge about technique, tactics, and conditioning gained through education and in practice. The aforementioned is no longer sufficient to achieve a successful sports career as a coach and thus for the successful running of the club. Why? Because today mastering the knowledge of communication and marketing skills as an expertise is equally important for achieving top results in sports. Today, the coach, along with professional knowledge and sports results achieved, must be able to communicate efficiently and must have a recognizable image built.

Although the business success of sports organizations is mostly associated with professional sports, this does not mean that business success doesn’t matter in amateur sport. It is only manifested differently. It is not exclusively manifested through financial aspects, but it’s more reflected through promotional effects, such as the positive image of schools, ­colleges, universities, and sports organizations. So the role of people ­leading and training athletes is becoming more and more important in amateur sport as well. There is growing concern about finding the ­people with adequate knowledge and skills, as they are becoming of crucial importance for the successful running of sports organizations.

As a former soccer player and marketing director of a professional European soccer club, I’ve spent my whole career around top-quality sports coaches, talking and exchanging experiences and ideas. Quite a part of what I’ve learned from these experiences I’ve put down in this book.

One of the purposes of this book is to encourage you to start investing in your personal development. It will help you to recognize the importance of marketing and communication, the two important issues that will for sure have a positive impact on your personal development, as well as your future business success. I hope I managed to plant the seed of the growing importance of coaching profession in the business success of sports organization in this book. Likewise, I do hope that this seed will soon germinate in the head of a sports enthusiast who would scientifically research and prove its meaning.

The book is written in a simple and easy-to-understand language for everyday use. The style of writing has no scientific character. Regardless of the leisurely style in the book, all my opinions and statements are ­followed by scientific researches and other books dealing with similar content. I’m confident you’ll read it in “one sitting.” Please note the fact that the concept of the coach in the book is presented only through a male as the coach (I wasn’t lucky enough to have met a female coach), but it also applies, of course, to female coaches!