Transform Lives Through Intentional Coaching
Organization
Steel Sports
Background
Steel Sports stands out! Distinguished by its affiliation with Steel Partners, a $1.9 Billion global conglomerate with 13 companies operating in energy, defense, supply chain management, logistics, banking and youth sports. Steel Sports, founded in 2011 under the visionary leadership of Warren Lichtenstein, was established with a profound purpose: to instill the values epitomized by legendary Los Angeles Dodgers Manager Tommy Lasorda into the next generation of leaders.
As CEO, Martin Brown leads the charge, orchestrating a team of over 120 staff and 175 Coaches from the organization’s headquarters in Bridgewater, New Jersey. With ownership of 10 soccer clubs and 5 baseball/softball cubs, as well as various sports facilities, Steel Sports operates in three primary revenue-generating areas: Teams, Programs, and Facilities and Tournaments. This fusion of sports and values-driven leadership encapsulates Steel Sports’ distinctive approach, setting it apart as a trailblazer in the field of youth sports development.
Best Practice Alignment #1: The organization has a compelling common mission, vision and values and #2: The staff and leaders are in tune with what inspires members to join and stay.
Living and Breathing Core Values: The Steel Sports Way
At the heart of Steel Sports lies a meticulously crafted mission, vision, and core values. These aren’t just words on a wall; they’re the guiding principles born from Tommy Lasorda’s philosophy that shape every decision and interaction within the organization. Supported by an esteemed Advisory Board comprising sports legends like Julie Foudy (World Cup Champion & Olympic Gold Medalist) and Dusty Baker (World Series Champion) and leaders in the fields of education and research such as authors Angela Duckworth, Lenore Skenazy and Founder of PCA Jim Thompson, Steel Sports underwent a rigorous process to define its core values a process that took years to complete.
Key Tip: Ensure your mission, vision, and core values are genuine and authentic, and integrate them into every aspect of your organization’s culture and operations.
Intentional Coaching and Mentorship
What sets Steel Sports apart is its commitment to intentional coaching and mentorship. Before coaches even step onto the field, they undergo extensive training to ensure they embody the organization’s core values. From online courses tolive and virtual clinics, as well as in-person evaluations, every coach is equipped to be a positive role model for young athletes. Steel Sports employs Challenge Coins as a powerful tool to reinforce its core values among players. These coins, featuring embossed representations of the organization’s core values along with leadership and community service, serve as coveted prizes within the team. Each coach is entrusted with these coins and tasked with identifying instances where players exemplify these values or demonstrate leadership and community service. Coins are awarded at three levels – individual, team, and community – with players striving to collect all 18 coins as a symbol of their commitment to the organization’s core values. This practice not only incentivizes positive behavior but also fosters a deeper understanding of the core values among players, who actively participate in defining and exemplifying these values. Steel coaches are trained to review the core values with players and the team and discuss how they can apply these lessons to their life, at home, at school, and in their community. Additionally, the celebration of coin recipients on social media channels further reinforces the importance of these core values within the Steel Sports community.
Key Tip: Invest in comprehensive training programs to empower your coaches to be effective mentors and role models.
Fostering a Culture of Accountability
Steel Sports doesn’t just preach values; it holds itself and its members accountable to them. Steve Jones oversees the Steel Sports Coaching System, known as The Lasorda Way, and coaching staff undergo regular evaluations to ensure they’re upholding the organization’s standards. Parents are also expected to engage in programs to promote positive behavior on the sidelines such as ‘Positive Sports Parenting’. By fostering a culture of accountability, Steel Sports ensures that everyone is aligned with its mission and core values.
Key Tip: Implement systems for ongoing evaluation and feedback to maintain accountability at all levels of your organization.
Building Leaders On and Off the Field
Beyond athletic achievements, Steel Sports is forging the next generation of leaders. Through programs like the Athlete Leadership Council and Leaders of Character Program, players are given a platform to voice their opinions and contribute to the club’s decision-making processes. By nurturing leadership qualities that are genuine and authentic to their personality from a young age, Steel Sports is preparing its athletes for success both on and off the field. In collaboration with Ivy League and West Point psychologists, Steel Sports is implementing activities scientifically proven to improve players’ character, leadership and athletic skill.
Key Tip: Provide opportunities for youth to develop leadership skills and contribute to the community, fostering a sense of ownership and responsibility.
Looking Towards the Future
Steel Sports has a long-term vision of developing athletes with the characteristics of a Steel Partners employee. By instilling core values like teamwork, respect, and integrity, Steel Sports isn’t just shaping athletes, it’s shaping future leaders for successful careers in industries ranging from manufacturing to sports coaching.
Key Tip: Connect your organization’s values to broader opportunities and career pathways, inspiring members to embody those values beyond the sports field.
Measuring Performance
The club’s performance in achieving its goals and positively impacting athletes, as well as realizing a lasting social impact, is backed by several key measurables:
- Annual Impact Report: Steel Sports collects an impressive volume of data, comprising over 125,000 individual data points across its three organizational pillars. Notably, the organization reports that 96% of respondents affirm that their child demonstrates and understands the club’s core values. Furthermore, a striking 100% of parents suggest that their child applies these values in their lives beyond team events.
- Member Retention: An essential indicator of Steel Sports’ success is its high member retention rate. The organization boasts an impressive 85% of members returning for another year and experience, highlighting the club’s ability to cultivate long-term relationships with its members.
- National Mental Health Score: In recognition of the critical importance of mental health, Steel Sports has commissioned health professionals to assess the club’s impact on the mental well-being of its athletes. The results of these assessments have been overwhelmingly positive, indicating that the organization’s approach positively contributes to the mental health of its participants.
- Net Promoter Score (NPS): Utilizing a widely recognized metric from the business world, Steel Sports measures customer loyalty through its Net Promoter Score (NPS). With an impressive NPS of 40 (where scores over 20 are considered excellent), the organization demonstrates strong customer satisfaction and advocacy among its members and stakeholders.
- Coach Developer Assessments: Steel Sports places a significant emphasis on the development and performance of its coaching staff. Coaches undergo regular assessments conducted by by Steel Sports Certified Coach Developers, which encompass a variety of performance criteria, including the effective teaching of core values to members.
To-Do List for Youth Sports Leaders
1. Invest in comprehensive training programs for staff
- Action: Prioritize the development of your staff by investing in comprehensive training programs. Design training modules that equip coaches and staff with the skills and knowledge needed to effectively mentor and lead athletes. Incorporate ongoing evaluation and feedback mechanisms to ensure continuous improvement.
- Benefit: Ensures that coaches and staff are well-equipped to mentor athletes effectively, leading to better athlete development and organizational success.
- Example: Develop a series of workshops and online courses covering coaching techniques, athlete psychology, and leadership skills, followed by regular performance reviews and feedback sessions.
2. Foster a culture of accountability
- Action: Implement systems and processes to foster accountability at all levels of the organization. Hold coaches, staff, and members accountable to the organization’s values and standards of behavior. Establish clear expectations and consequences for actions that deviate from these standards.
- Benefit: Maintains high standards of behavior and performance, fostering a positive and professional environment.
- Example: Create a code of conduct for all members, with regular meetings to review adherence and address any issues, and a clear process for handling breaches of the code.
3. Measure and evaluate impact
- Action: Develop mechanisms to measure and evaluate the impact of your organization’s programs and initiatives. Collect and analyze data to assess outcomes related to athlete development, member satisfaction, and social impact. Use these insights to inform decision-making and drive continuous improvement.
- Benefit: Provides evidence-based insights to improve programs, enhance member satisfaction, and demonstrate social impact.
- Example: Implement surveys and performance tracking tools to gather data on athlete progress, satisfaction levels, and community engagement, and use the findings to refine training programs and organizational strategies.
Featured Leader: Martin Brown
Martin Brown’s journey is a testament to his passion for coaching and youth development. After immigrating to the United States in 2001, he initially worked for a camp company and later founded his own soccer company in New Jersey. Despite facing setbacks, Brown’s perseverance led to the establishment of Jersey United, a professionally coached soccer club that thrived under his leadership over 15 years. In 2018, his expertise caught the attention of Steel Sports, leading to his appointment as the National Director of Operations and Administration. Recognizing his leadership qualities, Steel Sports elevated Brown to the position of CEO in 2020, cementing his reputation as a visionary leader dedicated to shaping the next generation of athletes and leaders.
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