Culture WINS: 6 Ways to Build a Strong and Positive Team Culture

Culture isn’t built in a single moment. It’s not a motivational speech or a pre-game ritual. I simplify the definition of culture as the following: 

1. Culture is what you allow.
2. Culture is what you emphasize.
3. Culture is every day.

Culture happens daily in every decision, on and off the court. It’s defined by what you allow, what you emphasize, and the habits you consistently reinforce.

A strong team culture lays the foundation for future success. Culture is the force that drives how players act, think, and perform together. Here’s how to build a culture that wins:

1. Define Your Culture

Start with clarity. Players should know exactly what your culture stands for.

• Identify the values and behaviors you want to see. (e.g., effort, respect, teamwork).
• Share your expectations with players, parents, and staff.
• Use simple, memorable phrases that guide daily actions, like “We outwork, outlast, and out-hustle.”

2. LIVE Your Culture Every Day

Consistency is key. Culture isn’t built through speeches; it’s built through actions.

• Reinforce values in everything you do, from practice drills to team meetings.
• Model the behaviors you want to see, like showing up early and staying prepared.
• Never let small infractions slide—what you allow becomes your standard.

3. EMPHASIZE What Matters

Culture grows from what you emphasize most.

• Celebrate the behaviors you want to be repeated, like unselfish passes or hustle plays.
• Use praise intentionally—highlight effort over outcomes.
• Track and reward progress in areas that align with your team’s identity.

4. Create a “We Before Me” Environment

Team success starts with putting the group first.

• Build connections through team-building activities and shared goals.
• Hold players accountable for supporting their teammates on and off the court.
• Use phrases like, “We win as a team, we lose as a team,” to reinforce unity.

5. Make Culture Visual and Tangible

Help players see and feel your culture daily.

• Display team values in the locker room or gym.
• Use videos, stories, or quotes from great teams to inspire.
• Establish rituals that symbolize your culture, like a pre-practice huddle or post-game acknowledgments.

6. EVALUATE AND REFLECT REGULARLY

Culture isn’t set in stone. It’s a living, breathing part of your program.

• Reflect on what’s working and what isn’t after every season.
• Involve your players in discussions about improving the culture.
• Keep evolving to meet new challenges without compromising your core values.

As you grow your team’s culture, remember that culture is what you allow, emphasize, and do every day. Winning teams don’t leave culture to chance; they build it intentionally, brick by brick.

For weekly tips and tools to grow as a coach and build a winning culture, join 14,000+ other coaches who read Great Teams Better Leaders 123 each week. You can also connect with me on “X” @gb1121 for more insights and ideas. 

Your team’s culture starts with you—what will you allow, emphasize, and do today?

Good Luck!

- Greg Berge