Drivers of Trust Within the Athlete-Online Coach Relationship

Abstract

Online coaching is increasingly being used by athletes to supplement

their training. This study explores the nature of trust within the relationship

between athlete and online coach, focusing on the contexts of Olympic

Weightlifting, Powerlifting, and Crossfit within the United Kingdom. The

study uses semi-structured interviews with 12 participants comprising

athletes and coaches in order to analyse the drivers of trust and

trustworthiness within athlete/coach online relationships. A new definition

of online coaching is offered. Factors affecting an online coach’s

perceived trustworthiness amongst athletes include proof of concept and

social media marketing. Additional factors which influence the ongoing

trust an athlete has in their online coach include frequent communication,

personal connection and shared sporting values. The study offers an

emergent conceptual framework as a synopsis of its findings.