Exclusive: i9 Sports VP Madison Gates on Coaching Evolution and Why October 6th’s National Coaching Appreciation Day Matters

Key Takeaways

• In an exclusive interview with YSBR, i9 Sports VP of Marketing Madison Gates discusses the company’s Positive Coaching Alliance partnership providing 1,800+ monthly resources to coaches
• Gates brings rare dual expertise: 10+ years coaching from toddlers through Division 2 college and Olympic Development Program, plus a decade in marketing leadership
• With National Coaching Appreciation Day approaching on October 6, Gates explains what the public misses about volunteer coaches who serve as mentors beyond the field
• The partnership addresses volunteer coach confidence gaps while meeting family demand for multi-sport variety over single-sport specialization
• i9 Sports’ strategy reflects broader market shift toward character-focused programming and sustainable youth sports participation models

An Exclusive Conversation on the State of Youth Sports Coaching

In a wide-ranging conversation with Youth Sports Business Report, Madison Gates, VP of Marketing at i9 Sports, opened up about the company’s strategic approach to coach development and why the industry needs to rethink how it supports the volunteers who shape young athletes’ experiences.

Gates sat down with YSBR to discuss the newly formalized partnership with Positive Coaching Alliance (PCA), her journey from competitive goalkeeper to marketing executive, and what she believes families are really looking for when they sign their kids up for youth sports in 2025.

The timing is intentional. With National Coaching Appreciation Day arriving on October 6, i9 Sports is using the moment to spotlight a fundamental truth about youth sports that often gets overlooked in conversations about skill development and competitive pathways.

Why October 6 Should Matter to Every Youth Sports Operator

National Coaching Appreciation Day falls on October 6 this year, and Gates sees it as more than a calendar event. It’s an opportunity to acknowledge the full scope of what youth coaches actually do.

“One thing I think the general public misses is just how much of themselves passionate youth coaches give,” Gates explains. “Beyond teaching skills and how to play the game, coaching is about being a mentor, role model, and often a steady, positive, and encouraging presence in a kid’s life.”

The reality for most i9 Sports coaches mirrors the broader youth sports landscape: they’re volunteers balancing full-time jobs and family commitments. Yet they still show up to practices and games with energy and intentionality.

“Many of our coaches are volunteers, balancing full-time jobs and families, yet they still show up with energy and passion to support kids. We really want to shine a light on that dedication,” Gates says.

For i9 Sports, the day represents a chance to publicly celebrate that commitment while reinforcing internal support structures. Through the PCA partnership and internal initiatives, the organization aims to ensure coaches feel valued, celebrated, and equipped to make measurable impact on young athletes’ development.

Addressing the Confidence Gap Among Volunteer Coaches

The PCA partnership emerged from pattern recognition across i9 Sports’ franchise network. Gates identifies three recurring challenges that franchisees and coaches face regardless of location: keeping kids engaged without burnout, transforming parents from pressure points into partners, and building confidence among volunteer coaches who may lack formal training.

“That’s why PCA is such a great fit,” Gates notes. “They don’t just focus on strategy and leadership; they also bring practical tools and a real emphasis on empathy, with the reminder that the athletes we’re working with are just kids.”

That perspective, Gates adds, is often missing even at collegiate levels where she coached. The monthly access to PCA’s 1,800+ resource library allows coaches to explore topics like parent engagement and inclusive team culture on their own timeline.

The intended outcome: coaches who feel supported, parents who feel aligned with program philosophy, and kids who finish each season with genuine affection for their sport and measurable personal growth.

From Olympic Development Program to VP of Marketing

Gates brings an unusual combination of experiences to her marketing role. She’s coached at every level from toddlers through Division 2 college teams and the Olympic Development Program. That decade-plus of on-field work preceded her 10 years in marketing leadership.

The coaching background directly informs how she approaches consumer strategy at i9 Sports. “When you’re on the field, you’re constantly thinking about how to connect with kids, meet families where they are, and build a culture that keeps them coming back,” she explains. “Marketing is the same in some ways. It’s about telling a story that resonates and creating experiences that feel meaningful.”

Her philosophy evolved across age groups. A six-year-old needs a coach who creates safety and fun. A college player needs someone who challenges them to push through barriers and obsess over details. But one principle remained constant across all levels: “The best coaches truly follow the philosophy of person first, player second.”

That inside perspective shapes how i9 Sports positions itself in an increasingly competitive youth sports market. Gates understands what families value and what they’re actively trying to avoid.

The Market Shift Gates Sees Coming

Based on her experience coaching across different generations, Gates identifies a fundamental transformation in youth sports participation patterns. “Families today are looking for balance. They want their kids to build skills and confidence, but they also want fun, safety, inclusivity, and a positive environment, without the potential future burnout of the NIL culture we are in.”

This represents pushback against year-round single-sport specialization that dominated youth sports for the past two decades. Kids need variety rather than repetitive grinding in one sport, Gates argues. Coaches must adapt by prioritizing character development and genuine connection alongside skill instruction.

i9 Sports responds through program diversity: Nike Kids Camps that encourage multi-sport sampling, leagues, clinics, and training sessions designed to keep young athletes engaged across multiple activities rather than locked into narrow specialization tracks.

“We want to support both coaches and franchisees with the right tools to create that kind of positive environment,” Gates says. “At the end of the day, we believe the future of youth sports coaching is about building stronger athletes, but really about helping kids grow into confident, well-rounded people.”

What This Means for Youth Sports Operators

The i9 Sports approach reflects broader market pressures. As families become more selective about time and financial investments, operators must demonstrate value beyond basic skill instruction. Coach quality and program culture increasingly determine retention rates and organic growth through referrals.

For franchise models, systematized coach support becomes a competitive advantage. Providing structured resources reduces the burden on individual franchise owners while creating consistency across locations, a key concern for any multi-unit operation.

The PCA partnership also positions i9 Sports within current conversations about athlete burnout, mental health, and the long-term sustainability of youth sports participation. By emphasizing character development and age-appropriate expectations, the company addresses parent concerns that are actively reshaping demand patterns across the industry.

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