Drivers of Trust Within the Athlete-Online Coach Relationship

Abstract

Online coaching is increasingly being used by athletes to supplementtheir training. This study explores the nature of trust within the relationshipbetween athlete and online coach, focusing on the contexts of OlympicWeightlifting, Powerlifting, and Crossfit within the United Kingdom. Thestudy uses semi-structured interviews with 12 participants comprisingathletes and coaches in order to analyse the drivers of trust andtrustworthiness within athlete/coach online relationships. A new definitionof online coaching is offered. Factors affecting an online coach’sperceived trustworthiness amongst athletes include proof of concept andsocial media marketing. Additional factors which influence the ongoingtrust an athlete has in their online coach include frequent communication,personal connection and shared sporting values. The study offers anemergent conceptual framework as a synopsis of its findings.