Abstract
The use of values in the coaching process by Czech basketball coaches is examined in light of the development of intrinsic, added and instrumental values in sport through history. Hard work and respect were seen to be dominant guiding and developmental values of the 73 FIFA licensed coaches surveyed, with fun and moral values rarely given mention.
The argument is made that coaches must change to succeed in engaging today's athletes, to maintain athletes in their clubs, and even for future competitive balance. Values-driven leadership, as has proven successful in the business world, is proposed as a way forward for coaches striving to build players, teams, clubs and a sport.
The intentional implementation of incarnational values by a coach can have an amplification effect on the team and club to engage as many athletes as possible in "good" sports.