This is intended for all of the coaches of athletes participating in a variety of sports around the world. This includes the Moms and Dads who are volunteer coaches for their area youth teams. This applies to six year olds as well as elite athletes in their 20s.

Times have changed, my friends. It used to be that the source of what it took to compete successfully was the coach. This is no longer entirely true. Young athletes views are now colored by what they see on ESPN, their affiliates and competitors. It is more than just affecting the view of the athlete, it is an undeclared training.

It is a little like it used to be with the newspapers. If it appeared in print, it must be true. You know, the newspaper, that aging monarch of the media world. When a teenager, or adult, wants to know what is happening in the world of sports they just flip to Sports Center. At the same time you have athletes that are more interested in making the highlight reel than they are in their team. Of course this isnt all athletes but too many are seduced.

So why is this a problem? Or is it even a problem? I say it is. I am not saying the media is bad. I have no illusions of changing them anyway. I am saying that in communication, it is wise to pay attention to the context. In other words, where is the communication coming from?

The context of the media is to sell more air time or ad space. In their view what sells is the dramatic or sensational. The star athlete who gets a DUI gets a ton more publicity than the athlete who volunteers ten hours a week at the youth center.

You get it, I am sure. You may be thinking, œso what? The œso what is this: the coach has the opportunity to provide a foundation for living that the young athlete will have for the rest of their life. No coach can afford to assume that any athlete is on the right track. The context for coaching is developing people.

Clearly defining and practicing sound principles for living is the opportunity. You might ask me, œisnt that the parents job? Yes, of course. However, do we stop delivering our message as coaches because they were œsupposed to get it at home? Only parents have more influence with kids than coaches.

Youth coaching is a mess. Not because people arent well intended but because they have no training and some of the models they have œsuck. I am sick of coaches swearing at their athletes and if you think it doesnt go on you are in la-la land. Poor coaching and parenting of athletes is so upsetting that I was moved to write a book. It is called œHey Mom, Wheres My Glove.

I trusted my 50 years of coaching experience in creating a guide that, if followed, will have anyone who can read be someone who is developing people. It is a guide for parents and coaches, not a system. Get your copy at lulu.com or Vervante.com.

Heres the deal. Do you want the defensive lineman who just sacked the quarterback and is 15 yards down the field beating on his chest celebrating to train your kids or do you hold them to much higher standards? By the way, his team was trailing 21-7 at the time. Are you more concerned about your won-lost record than you are about the lives of your athletes? Just checking.

Please do not discount the power of the media to influence. They are good at what they do and are ever-present in young peoples lives. You are still in the best position. You are offering them the opportunity to learn by doing the most natural thing for a human being to do”PLAY. Please do not make competitive athletics a survival activity. Please do not have œfun be a code word for œwin.

Set the standards. Hold them to it. Let them know you care about them, win, lose or draw. Have it be their accomplishment when the team wins and your responsibility when the team loses. Arent you the adult here?

Remember Youth coaches, check out œHey Mom, Wheres My Glove on lulu.com or Vervante.com. An e-book is under $10.00. For you who coach for a living get a copy of œThe Art of Losing, Coaching Athletics and Thriving in a Made-for-TV World.

Also, on October 22nd-23rd, Todd Team Coaching will hold a Coaching Excellence Camp for athletic coaches in the Los Angeles area. Email coaching@thetoddco.com for more information.