The future of bowls won’t be determined solely by the players we produce, but by the coaches we develop (writes Ellen Falkner MBE, Commonwealth Games gold medallist).
Bowls is unlike many other sports.
It doesn’t have a long-established culture of players training together during the week before teams are selected to compete on the weekend.
It doesn’t have a well-established pathway where participants receive regular, high-quality coaching from the moment they begin in the sport through to the highest levels of performance.
And it doesn’t have a long-standing culture of recognising, celebrating and profiling coaches in the same way it celebrates players.
I’ve often reflected on why this is
the case.
Firstly, our sport has traditionally been competition-focused. With tournaments and events filling the calendar, there is often little time dedicated to structured practice
and player development. Playing becomes the priority, while learning can become secondary.
Secondly, we have often placed significant value on playing success. Those who have competed at the highest level are frequently seen as having the greatest coaching credibility. While playing experience is undoubtedly valuable, coaching expertise is often judged more by playing achievements than by coaching capability.
Thirdly, we haven’t fully embraced coaching as its own discipline. Coaching is far more than technical knowledge of the game. It requires leadership, communication, empathy, planning, observation, reflection and the ability to help others learn and grow. These are skills that deserve to be developed, recognised and celebrated in their own right.
As I continue to work in and play bowls, I meet countless people who have everything it takes to become exceptional coaches. They are people-centred. They communicate well. They understand the game deeply. Most importantly, they have a genuine passion for helping others improve.
Yet I hear the same question time and time again:
“I haven’t played at a high level. How do I build credibility as a coach?”
It’s a fair question.
Playing at the highest level can certainly open doors. It provides experiences, stories and insights that are valuable. But it isn’t the only path to becoming a respected coach, and it shouldn’t be.
Coaching credibility isn’t built on what you achieved as a player; it’s earned through what you consistently do as a coach.
So, how do you build credibility?
Create impact that others can see
Credibility isn’t about making big promises – it’s about creating meaningful improvement. Your players become more confident, more capable and more consistent because of your coaching. Celebrate the small wins as much as the big ones. Better decision-making, stronger teamwork, greater enjoyment and personal growth are all measures of success. Over time, your impact becomes your reputation.
Show, don’t just tell
Anyone can offer opinions about the game. Great coaches demonstrate, explain and provide evidence that helps players understand why change is needed. Whether through demonstrations, questioning, visual aids or video analysis, the goal is to make learning visible.
With ease of access to mobile phones, recording and sharing quality footage has never been easier. Video provides immediate, observable evidence for both coach and player, helping reinforce learning and build confidence in the coaching process.
Build genuine relationships
People rarely remember every coaching point you shared, but they will remember how you made them feel. Take time to understand each player as a person, not just as a player. Earn their trust, show genuine interest and create an environment where they feel valued, supported and challenged. Strong relationships are the foundation of great coaching and one of the biggest reasons players keep coming back.
Listen before you lead
The best coaches aren’t always the best talkers – they’re often the best listeners.
Ask thoughtful questions. Seek to understand before offering advice. Listen not only to what players say, but also to what they don’t say. When you provide feedback, make it clear, specific and encouraging. Great communication builds confidence, ownership and trust.
Keep learning yourself
The most respected coaches never believe they have all the answers. They seek feedback, observe other coaches, attend workshops, read widely and remain curious. Every player they coach teaches them something new. Lifelong learning keeps coaches fresh, relevant and continually improving, and players notice the difference.
Be consistent, reliable and professional
Trust is built through consistency.
Be prepared. Arrive on time. Deliver well-planned sessions with clear intent. Follow through on your commitments. Do what you say you will do. Treat everyone with respect, whether they’re a beginner or an elite athlete. Consistent behaviours create confidence in your coaching and demonstrate that you can be relied upon.
Inspire through your passion
Australian National Coach Gary Willis often says:
“Attitudes are contagious – is yours worth catching?”
Passion is infectious. When players see your enthusiasm for learning, improving and helping others succeed, it creates belief and energy. The most memorable coaches don’t simply improve players’ skills—they create environments where people believe they are capable of achieving more than they ever thought possible.
None of these qualities require you to have won a national title, represented your club, region, state or country, or played at the highest level.
They require curiosity.
They require commitment.
They require humility.
Most of all, they require a genuine desire to help others become the best version of themselves.
That’s where coaching credibility is truly earned.
As our sport continues to evolve, perhaps it’s time we stop asking, “How good were they as a player?” and start asking, “How many people have they helped become better?”
Because great coaches don’t just produce better players.
They build more confident people.
They build stronger clubs.
They build a stronger future for our sport.
If we want bowls to thrive for generations to come, we must elevate coaching as a craft worth investing in, celebrating and aspiring to.
When we do that, everybody wins.
Bowls International is the world’s most respected bowling magazine, available monthly in both digital and print formats.
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