Every coach knows the game has changed. To win on the field, you...
Thad Wells@ThadWells
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Jun 20, 2025
~2 min read
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Every coach knows the game has changed.
To win on the field, you first have to win in the minds of recruits, decision makers, and stakeholders. But nobody wants to be "that coach" who's always self-promoting.
Here's the solution. 🧵THREAD
To win on the field, you first have to win in the minds of recruits, decision makers, and stakeholders. But nobody wants to be "that coach" who's always self-promoting.
Here's the solution. 🧵THREAD
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Don't promote yourself.
Promote your work.
There's a massive difference between the two.
Promote your work.
There's a massive difference between the two.
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Self-promotion says "Look at me."
Work promotion says "Look at what we built together."
One makes people roll their eyes. The other makes them respect what you do.
Work promotion says "Look at what we built together."
One makes people roll their eyes. The other makes them respect what you do.
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Your reputation isn't built on what you say about yourself.
It's built on what your work says about you.
When parents see your players succeeding in life, not just on the field, they notice.
It's built on what your work says about you.
When parents see your players succeeding in life, not just on the field, they notice.
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When other coaches see the culture you've built, they remember.
When decision makers see the community support you've earned, they take notes.
Your work speaks louder than your words ever will.
When decision makers see the community support you've earned, they take notes.
Your work speaks louder than your words ever will.
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Every time you show up for your players, you're building your brand.
Every time you invest in their future beyond football, you're creating a story worth telling.
Most coaches just never tell it.
Every time you invest in their future beyond football, you're creating a story worth telling.
Most coaches just never tell it.
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The best part about this approach?
You never have to worry about coming across as fake or self-serving.
Because everything you share is about the people you serve.
You never have to worry about coming across as fake or self-serving.
Because everything you share is about the people you serve.
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Your players become your greatest advocates.
Their parents become your biggest supporters.
Your community becomes your marketing team.
Their parents become your biggest supporters.
Your community becomes your marketing team.
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When a 5-star recruit is choosing between programs, they're not just looking at facilities.
They're looking at the coach who develops men, not just athletes.
They can see that in your content long before they step on campus.
They're looking at the coach who develops men, not just athletes.
They can see that in your content long before they step on campus.
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When a program is looking for their next head coach, they want someone who represents the program with integrity.
Your online presence shows them exactly who you are.
Without you having to sell yourself.
Your online presence shows them exactly who you are.
Without you having to sell yourself.
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This isn't about becoming an influencer.
It's about becoming influential.
There's a difference between getting likes and getting respect.
It's about becoming influential.
There's a difference between getting likes and getting respect.
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The coaches who master this approach don't just build better programs.
They build better careers.
They attract better opportunities because people see the value they create.
They build better careers.
They attract better opportunities because people see the value they create.
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In 2025, your reputation is your competitive advantage.
The question isn't whether you should build it.
The question is whether you'll build it intentionally or let others define it for you.
The question isn't whether you should build it.
The question is whether you'll build it intentionally or let others define it for you.
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I know most coaches are too busy to manage this on their own.
That’s why I’ve started the first collective for coaches.
We help promote the great work coaches at all levels are doing.
DM me if you’d like to learn more. 🙏
That’s why I’ve started the first collective for coaches.
We help promote the great work coaches at all levels are doing.
DM me if you’d like to learn more. 🙏