Culture Isn't Just a Vibe - It's a Strategy
Culture (/ˈkʌltʃər/ KUL-chər) noun: the accepted beliefs, attitudes, and behaviors of a group of individuals.
In sports, “culture” is often treated as a catch-all explanation for success or failure. Coaches and commentators reference it constantly — a team “has a great culture” or “lost the locker room.” But for something that plays such a critical role, culture is rarely measured or managed with intent.
Have you ever listened to Joe Mazzulla, the youngest coach in the NBA (Boston Celtics), speak about how he builds culture with his team? Spoiler alert - it has nothing to do with sport. Here is a clip to get you up to speed:
“I’m not a basketball coach, I’m a person who cares about other people.”
OK - is Joe Mazzulla a vibe or a strategy? Here is how we think through examining and building sports organizations’ culture.
1. Culture is Built — Not Assumed
Sports organizations are complex organisms composed of athletes, coaches, administrators, and support staff — each bringing their own values, beliefs, and experiences. When these individuals are aligned, culture thrives. When they’re misaligned, friction follows.
Leaders who work with colleagues and/or athletes to unpack the actual culture — not just what’s stated in mission statements or marketing decks, but what’s lived on the ground – this is how you identify what is important, and how you decide collectively what to value.
2. Be Prepared to Change
No organization is static. Each season is a new team. The belief that rigid adherence to "how we've always done things" will ensure consistency is often the fastest way to erode a strong culture. High-performing organizations constantly evaluate current challenges and opportunities, adapting their approach to meet evolving needs.
This requires courage — the willingness to change even proven methods when circumstances demand it. As Ted Lasso reminds us, sometimes we need to "believe in belief" and stay open to new perspectives, even when it means abandoning familiar territory.
3. Culture Strategy
We believe at IntelliSport that you should use art and science to continually map the culture of your team or organization. Using a mix of fieldwork observations, in-depth interviews, and team-wide surveys, we map out the real beliefs, behaviors, and communication patterns within an organization. Our sport-specific experience helps us interpret this data in context — distinguishing between surface-level tension and deeper structural issues.
This combination of qualitative and quantitative insights gives team leaders the clarity they need to make informed decisions, whether it’s identifying blind spots, surfacing strengths, or reshaping culture to support strategic goals.
4. Turning Insights Into Action
Data without action is merely interesting information. Once we've gathered and analyzed cultural insights, we deliver practical, environment-specific recommendations. This might include redesigning performance structures, refining hiring and onboarding processes, developing leadership capabilities, or creating conflict resolution frameworks.
Our goal extends beyond diagnosis — we partner with organizations to build high-performing, inclusive, and resilient cultures that directly support strategic objectives and competitive success.
At IntelliSport Analytics
We believe strong culture is not a happy accident — it’s the product of deliberate, informed choices. With our tailored approach to people analytics, we help teams bring clarity to their culture, and the tools to shape it strategically.