On January 28, we hosted a virtual CPD session via Zoom with Betsy Butterick, widely known as “The Coaches’ Coach.” Betsy works with coaches, athletes, and leaders to improve performance by strengthening clarity, trust, and alignment, helping teams shorten the distance between intention and impact—one conversation at a time. After first hearing Betsy on the Way of Champions podcast, her insights around communication and connection stood out as highly relevant to our work. The session drew over 80 technical leads and coaches, reflecting a strong interest across our membership in better understanding and supporting today’s athletes.
The focus of the meeting was coaching and relating to Generation Z, often referred to as digital natives who have grown up with constant access to technology and information. Betsy provided an informative and practical look at who Gen Z athletes are, what shapes their behaviors, and how this impacts coaching. She shared research and trends highlighting short attention spans, a preference for visual and bite-sized information, a strong need for honesty and feedback, and a reliance on extrinsic motivation such as validation and recognition . Rather than framing these traits as deficits, Betsy challenged coaches to adapt their communication and environments to better meet athletes where they are.
The session also emphasized actionable coaching strategies, including communicating in short, clear bursts, using visual and data-driven feedback, creating opportunities for athletes to co-create team norms and training experiences, and leading with purpose by clearly articulating the “why.” A key takeaway was that Gen Z athletes respond best to coaches who are calm, caring, knowledgeable, and inclusive in decision-making, while providing honest and immediate feedback.
Overall, the CPD reinforced the importance of intentional communication and relationship-building, equipping coaches with practical tools to more effectively connect with, motivate, and develop today’s athletes.
See Link to Slide Deck below: