The Million Coaches Challenge just released a landmark four-year youth coach training study conducted by the American Institutes for Research, and the numbers deserve attention from every operator in the space.
Key Takeaways
- A four-year study by the American Institutes for Research tracked outcomes from training more than one million youth coaches nationwide
- Nearly 90% of coaches reported increased knowledge and confidence in supporting athletes’ life skills
- 72% believed their athletes were more likely to stay in sport after receiving coach training
- 18 partner organizations and 33 trainings across 10 MCC Partners were analyzed
- A national survey captured responses from more than 13,800 coaches
What the Youth Coach Training Study Measured
Launched in 2021 by the Susan Crown Exchange, the Million Coaches Challenge set out to train one million coaches in evidence-based youth development practices. Four years later, the American Institutes for Research (AIR) completed its mixed-methods evaluation, drawing on administrative data, partner interviews, training material reviews, and a 13,800-coach national survey.
The scope alone is notable. 33 separate trainings were analyzed across 10 MCC Partners, with 18 national, state, and local organizations participating. The study covered real programs across diverse geographies, structures, and sport contexts.
Confidence, Inclusion, and Mental Health Gains
The headline numbers are strong. About 89% of coaches said they felt more confident creating inclusive environments. More than 85% gained confidence in supporting athlete mental health. And 88% said the training made them better coaches.
The athlete-side data adds important context for operators focused on retention. 66% of coaches observed more joy in sport among their athletes. 62% saw stronger peer relationships. And 72% believed athletes were more likely to continue playing.
Coaches who received training reported believing that athletes in their programs were more likely to stay in sport, a finding relevant to operators tracking participant retention.
Alignment Across a Fragmented Field
Jessy Newman, Principal Researcher at AIR, pointed to something notable in the findings.
“One of the most important findings of this study is that alignment, often assumed to be elusive in the fragmented youth sport field, was clearly evident across MCC Partners,” Newman said. “We know that good coaches make a difference in young people’s lives, and now we have the data to talk about what that looks like. That convergence around shared principles of quality coaching is itself a model for all of youth sports.”
Across 18 different partner organizations with different structures, geographies, and sport focuses, core principles held. Coaches trained through different programs reported similar gains.
The Business Case for Coaching Infrastructure
For youth sports operators and investors, this study converts a soft assumption into hard data. Structured coach education moves metrics that matter: retention, inclusivity, and athlete wellbeing.
Susan Crown, founder and principal of the Susan Crown Exchange, framed the next challenge clearly: “This research gives us a foundation to build on. The question now is how we use what we’ve learned to ensure that every coach, not just the one million coaches already trained, has what they need to show up for young people.”
One million coaches trained is a milestone. The study points to mentorship programs, peer learning networks, and organizational reinforcement systems as factors that can deepen training impact. Scaling what works for the next million is the business opportunity.
Youth Coach Training Study for Youth Sports Operators
Club directors and facility investors now have peer-reviewed, four-year data connecting structured coach training to coach confidence, athlete retention, and inclusivity at scale. Administrators should evaluate whether their current coaching education programs include ongoing support structures, not just single-session certification. The study’s findings across 18 partner organizations show that evidence-based coaching principles can be implemented consistently across diverse program types and geographies. Organizations that build mentorship, peer learning, and reinforcement into their coaching models are positioned to capture the retention and wellbeing gains this study documents.
A four-year youth coach training study finds nearly 90% of coaches gained confidence and 72% saw better athlete retention across one million coaches trained. directly.
Source: PR Newswire
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