Overview

We support national sport organizations (NSOs) in building a healthy Culture of Excellence – one where people and performance are both prioritized, and where athletes, coaches, practitioners, and technical leaders feel valued and supported in the pursuit of their goals.

What is a Culture of Excellence?

A Culture of Excellence is an aspirational but achievable state. It’s built on the belief that a high-performance environment doesn’t have to choose between people and performance – both can (and should) thrive together. In this kind of culture:

Athletes and staff know their work has meaning and purpose.
Everyone feels safe, respected, and supported in big and small moments.
Trust, communication, and shared values guide daily behaviours and long-term decisions.

How We Help Build It

We work in partnership with national sport organizations to help create and sustain environments where winning well becomes the norm. Here’s how we support that work:

Purposeful Conversations: We help sport organizations explore what a healthy, high-performing culture looks like in their context. This includes sparking conversations about values, behaviours, leadership, and what it truly means to “win well.”
Culture Action Planning: We provide tools and frameworks that support national sport organizations in shaping their own culture priorities. This includes guidance on how to identify strengths, address challenges, and take meaningful steps forward.
Dedicated Support: Culture and Wellness Facilitators (CWFs) work directly with national sport organizations to support their efforts. These facilitators help guide the culture process while empowering organizations to take ownership of their culture journey.
Insights and Learning Tools: Tools like the Culture of Excellence Assessment & Audit Tool (CAAT) help national sport organizations understand how their people experience culture – from leadership and communication to well-being and performance alignment. These insights inform strategies that are grounded in lived experiences.
System-Wide Awareness: We create opportunities for the broader sport system to share lessons, explore common challenges, and promote stronger alignment around cultural values and expectations across organizations.

At its core, our culture work helps ensure that people are not just seen as contributors to performance – but as central to it. By investing in culture, we’re helping national sport organizations create environments where everyone can thrive, and where excellence is achieved the right way.