Two Ways to Fight Against Today’s Transactional Sports Environment

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Tony Bennett, one of the most transformational coaches in sports, retired last week. Surprising? Maybe not, if you understand today’s shifting landscape. Bennett said it best during his retirement speech: “The game and college athletics are not in a healthy spot. There needs to be change, and it’s not going to go back.”

Bennett built his program on long-term player development, strong relationships, team-first mentality, and high standards. But today, that’s not what the system rewards.

He’s not alone in feeling this way. Nick Saban, a seven-time National Champion, retired for similar reasons. Saban pointed out the obvious: “Everything is transactional in college football right now. People get in the portal because they want more playing time or more money. That’s transactional. Transformational is about growth, not immediate gratification.”

Translation? The way the game is being run—is broken. Coaches like Bennett and Saban are bowing out because the current environment won’t allow them to coach the way they believe in.

So, what about the rest of us who aren’t ready to call it quits? Blaming the NCAA, NIL deals, or Gen Z and their parents isn’t going to change anything. But here are two things we can do to fight back against the transactional sports culture.

1. Treat Sports as a Privilege, Not a Right

Want to change your team’s mindset? Start by shifting your own. One of the most powerful changes I made as a coach was moving away from punishment-based conditioning. Instead, I reframed it: playing sports is a privilege.

When a player wasn’t giving their best effort, I’d kindly ask them to step out of the drill. "You’re missing out on the opportunity to improve," I’d remind them. If they didn’t self-correct, they’d lose the privilege to practice or play that day.

The result? A shift in my team’s mindset from “we have to practice” to “we get to practice.” It’s a subtle but radical transformation. I talk about this in Chapter 18 of The Culture System and teach this in depth in the Transformational Coach & Culture Certification program. Trust me, it works.

2. Help Your Players Shift from Self-Focus to Other-Focus

Many team-building activities, while well-intentioned, still revolve around the players’ own enjoyment. It’s self-focused. If you want to create real, lasting change, shift the focus outward—make it about others.

As I discuss in Chapter 10 of The Culture System, one of the most impactful ways to build a team is through community service. Indiana Wesleyan University’s men’s basketball team goes on a mission trip to the Dominican Republic every two years. Ricklake High School coach Kevin Orr has his players host a basketball camp for kids with special needs every Christmas. These experiences are profound for the team culture. 

This year, for my daughter’s U10 team, we’ve taken a similar approach by sponsoring a girls' soccer team in Paraguay through Teaming Up with Teams. Our players aren’t just raising funds to help these girls play soccer—they’re providing them with nutritious meals and life skills training. More importantly, they’re building a relationship, communicating with the girls in Paraguay throughout the year to learn about their lives, challenges, and culture.

These experiences cultivate gratitude and combat entitlement. That’s why TOC is proud to partner with Teaming Up to support communities in Paraguay, Peru, Uganda, and Malawi. It’s not just about helping others—it’s about transforming your own team by expanding their perspective and deepening their sense of purpose.

Want to create a similar impact with your team? Learn more about how your players can Team Up with a team right here.