Drivers of Trust Within the Athlete-Online Coach Relationship

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.