ABSTRACT
Drawing upon the research of Martin Lee, this chapter addresses the disparity between value priorities of coaches and those of the young people that they work with. Martin identified the sport values that young people hold and discovered which are most important to them. In doing so, he highlighted that winning has low priority to children in sport when compared to other values such as enjoyment, participation, achievement, fair play and friendship that are more highly ranked. The chapter therefore suggests that coaches should understand the implications of this study for their practice so that they can guard against imposing the values of adult professional sport upon young performers.
