What happens when a school district of more than 18,000 student-athletes decides to raise the bar for sportsmanship? In this episode of Coach 360: Beyond The Game, presented by 2Words Character Development, host Colton reconnects with longtime mentor and friend, Coach Charles Ament, Associate Athletic Director of Cy-Fair ISD. With nearly three decades of experience in coaching and leadership, Coach Ament brings a wealth of insight into how character, community, and consistent communication shape the culture of athletics.

This conversation highlights The Texas Way—a statewide sportsmanship initiative designed to decrease ejections, build stronger relationships among coaches, athletes, officials, and parents, and create a better experience for communities across Texas. Coach Ament shares how Cy-Fair ISD implemented this initiative with intentionality, moving beyond posters and slogans to practical actions that transform culture.

Whether you’re a head coach, an assistant, or an athletic director, this episode challenges you to ask one powerful question: What are we really doing to model and build sportsmanship? From empowering student-athlete leaders to celebrating officials, Coach Ament reveals how small, consistent steps lead to lasting change.

Key Takeaways

• Community matters: Athletics thrive when schools create a sense of belonging, discipline, and shared values.
• Consistent messaging is key: Posters aren’t enough—coaches and administrators must live out sportsmanship daily.
• Student leadership drives culture: Cy-Fair’s SALT (Student Athlete Leadership Teams) gave players ownership in leading the Texas Way.
• Celebrate the positive: Recognizing officials, honoring opponents, and highlighting sportsmanship moments reinforces good behavior.
• Coach voices carry weight: Even in small schools, a single coach’s consistent emphasis can shift culture.
• Parents and fans must be engaged: Announcements, cards, and ticketing agreements all helped set expectations for spectators.
• Momentum builds over time: Change doesn’t happen overnight, but consistent small actions create lasting results.
• Vision + Action = Impact: Setting a clear district vision and empowering coaches to implement it led to tangible improvements in Cy-Fair ISD.

The Texas Way Sportsmanship Initiative

Interested in registering for The Texas Way? Join the initiative at: www.PlayTheTexasWay.com

COACH 360 IS PRESENTED BY: 2Words Character Development

Interested in connecting or taking the next step with 2Words Character Development? Let us know! Email Colton Leonard at: Colton@2words.tv

Visit http://www.2words.tv/preview to learn more and for a free week of the curriculum.

JOIN 2WORDS ON SPORTSYOU

Interested in regular encouragement on the SportsYou platform? 2W has a dedicated page on sportsYou where we share encouragements for coaches and athletes 2-3 times a week! Click here to join our sportsYou page. Use the access code C4CB-DN5T when prompted.

COACH 360 IS SPONSORED BY: ProMaxima

PMX ProMaxima is your one stop shop for the ultimate fitness equipment solution. From strength to cardio, They manufacture a wide range of high-quality products made in the USA to maximize your teams performance.

Experience the difference with PMX ProMaxima and see why thousands of athletes and schools trust them. Visit http://pmxstrength.com/ today to explore their catalog and elevate your fitness journey.

What does it take to lead through transition without losing the heart of your mission? In this episode of Coach 360: Beyond The Game, we welcome back Coach Jonathan Lamb—now Athletic Director at Pflugerville ISD—for a thoughtful conversation on leadership, character development, and embracing growth through change.

Having spent nearly two decades in Leander ISD, Coach Lamb shares his journey from a place of comfort to one of challenge and new opportunity. Whether you're a coach considering a professional transition or an athletic leader looking to grow your impact, this episode is full of timely insights. Tune in as Coach Lamb unpacks the mindset shifts, leadership practices, and people-first philosophy that are driving change in Pflugerville athletics.

Key Takeaways

• Step Outside Your Comfort Zone: Growth often comes when we choose to pursue new challenges instead of staying where we feel secure.
• Prepare Daily for Future Roles: Don’t wait for a promotion to begin leading—build your leadership habits now.
• Research Before You Leap: Understanding the culture, values, and leadership of a new district is essential before making a career move.
• Lead with a Listening Posture: Entering a new role starts with humility, curiosity, and learning the “why” behind existing systems.
• Lean on Legacy: Veteran staff and existing leaders can be invaluable in transitioning effectively and building trust.
• Invest in Emerging Leaders: Programs like Pflugerville's PFACTS develop the next generation of athletic leaders from within.
• Support Student Growth Beyond Sports: Leadership is about preparing students to graduate with character, choices, and lifelong skills.
• Stay Rooted in Relationships: Leadership is relational. Building buy-in begins with trust, visibility, and empathy.
• Chase Purpose, Not Just Titles: Choose positions that align with your core values and coaching philosophy, not just prestige.
• Keep the End Goal in Sight: At the heart of coaching is the mission to pour into kids and shape future leaders.

COACH 360 IS PRESENTED BY: 2Words Character Development

Interested in connecting or taking the next step with 2Words Character Development? Let us know! Email Colton Leonard at: Colton@2words.tv

Visit http://www.2words.tv/preview to learn more and for a free week of the curriculum.

JOIN 2WORDS ON SPORTSYOU

Interested in regular encouragement on the SportsYou platform? 2W has a dedicated page on sportsYou where we share encouragements for coaches and athletes 2-3 times a week! Click here to join our sportsYou page. Use the access code C4CB-DN5T when prompted.

The Texas Way Sportsmanship Initiative

Interested in registering for The Texas Way? Join the initiative at: www.PlayTheTexasWay.com

COACH 360 IS SPONSORED BY: ProMaxima

PMX ProMaxima is your one stop shop for the ultimate fitness equipment solution. From strength to cardio, They manufacture a wide range of high-quality products made in the USA to maximize your teams performance.

Experience the difference with PMX ProMaxima and see why thousands of athletes and schools trust them. Visit http://pmxstrength.com/ today to explore their catalog and elevate your fitness journey.