ABSTRACT
When we think of performance enhancement in sport, our minds turn automatically to the issue of illicit performance enhancement – for example, by means of doping – and of course we shall give full consideration to such matters. However, we should never lose sight of the fact that the primary purpose of the coach is to help the athlete to improve and enhance their performance. Regardless of whatever aims, methods, values and virtues the coach might espouse, this is their defining aim qua coach: to contribute to the enhancement of the athlete’s (or the team’s) performance. The aim of this chapter is to examine ethical issues that arise within this context.
