Change a life, not just a bib. I’m joined by Rus Smith, founder of the Black Country Coaches Club and a proper community coach in the truest sense of the word. Rus has spent over 25 years investing in people in his local area, creating opportunities for young coaches to learn, lead and belong.

We talk about what coaching really is (and isn’t), why empowerment beats control, and how long-term impact often shows up years after the session has finished.

In the conversation we explore:

1. Coaching is about people, not just performance: Rus is clear: coaching isn’t simply about results, winning or technical outcomes. It’s about relationships, confidence and helping someone feel better about themselves. The real impact of coaching often can’t be measured in weeks or seasons - it shows up years later in who people become. “Change a life, not just a bib.”

2. Empowerment comes from experience, not instructions: Young people learn to lead by being trusted to lead. Rus shares why experiential learning; having a go, making mistakes, figuring things out - matters far more than ticking boxes online. When coaches step back and share the voice, they create environments that build character, resilience and real understanding. “I trust you. Have a go.”

3. Coaching works best when it’s shared: Whether it’s players, parents, young leaders or other volunteers, coaching improves when the coach isn’t the only voice in the room. Rus challenges coaches to rethink their role - from problem-solver to problem-setter - and to involve stakeholders as allies rather than obstacles.

This conversation shows why great coaching is deeply human work. Rus shows what’s possible when coaches commit to their community, innovate around real needs, and become consistent people that others can lean on.

If you work in grassroots sport, youth development or coach education or if you simply care about creating better experiences for young people this episode will give you ideas, reassurance and practical prompts to take into your own coaching.

Follow us here:

Tom: https://www.linkedin.com/in/tomhartleycoaching/

Rus: https://www.linkedin.com/in/rus-smith-a85ab16b/