BETTER Athletic Culture Coaching
Equiping Coaches and Athletic Directors with proven leadership tools to unlock peak performance, accountability, and championship mindsets.
Private Leadership Coaching for Athletic Directors
You are expected to support coaches, manage conflict, protect the department, respond to families, work within school policy, and make decisions that may affect an entire program.
You may also be the only person in the building carrying the athletic director role.
The BETTER Athletic Director Culture Playbook gives you a structured leadership source. A private monthly session with Shawn Collins gives you a confidential place to apply it to the people, choices, and pressure in front of you.
The Athletic Director Culture Playbook Plus Private Coaching
The plan has two required parts.
BETTER Athletic Director Culture Playbook
Investment: $197 per user, purchased through BETTER.
The Playbook provides the structured learning source used throughout coaching.
Monthly Coaching with Shawn Collins
Investment: $350 per month.
The plan includes:
- One private Zoom coaching session each month.
- Application of the Athletic Director Culture Playbook to current team and leadership pressure.
- One written next action after each session.
- First-availability access to Shawn’s next appropriate calendar opening when a live issue cannot reasonably wait for the next scheduled session.
- A 30, 60, and 90 day usefulness review.
What Coaching Can Address
Private athletic director coaching may address:
- Coach evaluation and development.
- A difficult conversation with a head coach.
- Coach retention concerns.
- Staff or program conflict.
- Department-wide standards.
- Parent, booster, school-board, alumni, or community pressure.
- Communication between the department and coaching staffs.
- New coach onboarding.
- Support for a coach whose issue is not technical.
- Personal role clarity and decision boundaries.
- The decision to fund athlete or team mental performance work.
- Protecting department consistency when leadership changes.
A Confidential Place to Prepare
Athletic directors often have decisions they cannot process openly inside the department.
Private coaching provides a place to:
- Slow the issue down.
- Separate facts from assumptions.
- Identify the real decision.
- Prepare the conversation.
- Test likely consequences.
- Choose the next responsible move.
- Review what happened afterward.
First-Availability Access
First-availability access means you may request the next appropriate opening on Shawn’s calendar when a live issue cannot reasonably wait.
It does not mean unlimited, immediate, or emergency access. Additional sessions and department-wide work follow separate terms.
From Individual Coaching to Department Support
The base coaching plan covers one named athletic director.
A separate department or program engagement may include:
- Coach development groups.
- Team leadership and culture workshops.
- The Game Within for athletes.
- Team-specific Mental Performance Index links.
- Program dashboards.
- Recurring team or coach sessions.
- Parent or staff communication.
- Clinics or speaking.
Those services are scoped and priced separately.
Frequently Asked Questions
Is the $197 Playbook included in the $350 monthly fee?
No. The Playbook is a separate required purchase through BETTER. The $350 monthly fee covers private coaching with Shawn.
Does the plan include my coaching staff?
No. The base plan covers one named athletic director. Staff and department work require a separate scope.
Is this only for high school athletic directors?
No. The coaching model can serve high school, college, club, and other program leaders when the role, governance, and decision authority are clear.
Can the department buy The Game Within for athletes?
Yes, through a separately scoped team or program engagement with the required seat, paywall, consent, data, dashboard, and coaching plan.
Can Shawn help with a coach who is close to resigning?
The coaching conversation can help you clarify the issue and prepare a responsible response. It does not guarantee retention or replace school policy, legal guidance, or human-resources requirements.
How long is the coaching commitment?
The initial term remains a release decision. The recommended standard is three months followed by month-to-month continuation.
Apply for Athletic Director Coaching
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Carry the Responsibility with a Trusted Outside Coach
Use the Playbook as the structured source. Use private coaching to prepare the next conversation, decision, and department move.