Jim Thompson (@JimThompson18) is the Founder of Positive Coaching Alliance (PCA), a non-profit organization founded at Stanford University with the mission of helping to transform the culture of youth sports to give all young athletes the opportunity for a positive, character-building experience.

In this video, Thompson explains that youth sports leaders should be culture shapers. The dominant model in sports is an entertainment sports culture, established in professional sports and other major revenue-producing sports, which cultivates a win-at-all-cost mentality. In contrast, Thompson says youth and high school sports should provide a development ZoneTM culture, where the most important goal is developing better athletes and better people by using sports to teach life lessons.