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Resource reviews > The administrative side of coaching: a handbook for applying business concepts to coaching athletics
The administrative side of coaching: a handbook for applying business concepts to coaching athletics
Issue: Volume 29 Number 1
The administrative side of coaching: a handbook for applying business concepts to coaching athletics
Dr Richard Leonard
Fitness Information Technology, 2005
200 pages
RRP AUD$39.00
In today’s sporting environment, coaches and program administrators are not only measured on their technical knowledge and achievements, but also their skills and accomplishments as a successful business managers.
In his book, The administrative side of coaching, Dr Leonard presents a pragmatic approach to key business principles. He provides advice not only on how to run day-to-day team and program operations, but equips the reader with ideas and tips towards long-term visions and directions to increase the success of the coach and program. Although the title identifies it as an athletic resource, it still provides coaches and administrators the key principles to apply to their own particular sport.
Section one of the book deals with management concepts. The areas that are covered include planning, organising, human resources, leadership and control. 'Planning' stresses the importance of designing a program plan to minimise the impact of the unknown. 'Organisation' looks at both personal and program organisation and the direct correlation these have and provides useful information on dealing with stakeholders, both internal and external. 'Human resources' emphasises the importance of staff and staffing levels, while 'leadership' deals with identifying one’s unique approach to coaching and business and the impact this has, both good and bad. 'Control' identifies for the reader that this concept is a continuum with no beginning or end.
Section two is dedicated to the program administration and details the fundamentals of budgeting and operational spreadsheets. Chapter 6 briefly addresses the topic of budgeting fundamentals and highlights the importance of this area, but also takes away the myth that it is all too hard. It provides a great tip to all readers, that is, to have patience and be diligent and to contact someone who has experience and ask for help. The next chapter reviews the essential principles of travel budgeting. It identifies key areas to be addressed for team travel and provides worksheets and example spreadsheets.
The third section - 'Marketing concepts' - provides all the essential knowledge needed to effectively market the program. It provides chapters on marketing fundamentals, promotion and marketing communication and public relations. The chapters give a good base on how to develop a marketing plan and news releases and gives some good examples on how to better promote a program.
The final section - 'External program administration and other business applications' - looks at fundraising, risk management, strategic management and business ethics.
Although the book is written predominantly in the context of the US sporting environment, it still provides all the key concepts to business management that are used throughout the world. For those who do not like to read large volumes of text, succinct administrative tips feature throughout in the margins of the book that can be read alone and still provide the reader with the necessary information.
Anyone in the coaching profession or involved in sporting programs who wants to enhance their current skills in business management would find this book a very useful resource, as would any person studying a sporting or business degree. Overall, the book is a good resource for coaches and administrators to assist in improving their business management skills.
