Why Culture Counts: #PrideInTheHoops
I’ve just discovered staff turnover in the coach development space is a much bigger issue than I realised…
Over the past 12 months (or more), I’ve been trekking around New Zealand, connecting with sporting organisations—mostly in rugby. I’ve stepped foot in 20 of the 26 provincial unions. Not a bad effort, eh?
It’s been a heap of fun, but also challenging. One of the biggest challenges? Reconnecting with key people a year later... only to find many had moved on. There seemed to be a lot of change, particularly in coach development roles, which makes it tough to build and maintain meaningful relationships.
So, I dug into the numbers to compare the landscape now to 12 months ago—and the results were pretty staggering:
👉 15 of the 26 provincial unions have seen key coach development staff leave or shift roles.
👉 Only 6 unions still have the same Coach Development Lead, Community Manager, and CEO.
That really hit me. It’s a major challenge for continuity—especially in coach development, where trusted relationships, long-term support, and the skills needed to do the job well all take time to build.
I’m not entirely sure why the turnover is so high. Most blame the money and sure that could be part of it, but most people understand the financial landscape going in. So what changes? Maybe it’s working conditions, maybe culture or other factors?
Counties Manukau Rugby is one of the six unions that’s had staff consistency—and when I visited recently, the first thing that stood out was their red, white, and black “Pride In The Hoops” identity, visible from the moment I arrived and throughout their HQ.
The Pride In The Hoops values or Courage (Show Your Heart) to Connected (Stronger Together) and Work Hard (Your Best Effort) are not just on the wall, but lived through action, which I witnessed first hand when supporting with a Small Blacks course.
Could there be a link with this and staff retention? If organisations build strong foundations, could they weather the churn better?
Check out the video for a glimpse into what Pride in the Hoops looks like in action.