I coach head coaches in elite sport
Author of Second Set Of Eyes, The Tough Stuff, Where Others Won’t
Former Head Coach of AFL Team Canada
Hi – I’m Cody.
I’m a second set of eyes for head coaches in elite sport.
My 1-on-1 coaching focuses on the deep craft of the head coaching position, pushing you towards excellence in the four domains you are required to master:
Yourself, the Organization, the Locker Room, the Game.
With high skill and high support in these areas, you’ll transcend the ability to give a championship performance, and become a coach that’s capable of building a juggernaut.
Where my work has taken me
What I teach head coaches
My 1-on-1 coaching uses a custom-built craft model that delivers repeatable skill-in-context for head coaches at the pinnacle of the game.
Personal
Craft
Your ability to learn about yourself, refine your coaching skills, and lead through anything.
What you’ll master:
✔ A personal rhythm that sustains peak performance
✔ A durable coaching identity that evolves with you
✔ The foresight to see what’s coming next, and when to act
✔ Becoming an assured leader with calm confidence
Organizational
Craft
Your ability to navigate the off-field dynamics of your club to ensure your team can succeed on-field.
What you’ll master:
✔ How to effectively assemble and deploy your resources
✔ Dismantling departmental barriers
✔ Streamlining staff dynamics and workflows
✔ Crafting a vision that clarifies and accelerates decisions
Locker Room
Craft
Your ability to develop a robust culture, manage your players, and lead the team towards their vision.
What you’ll master:
✔ Storytelling techniques to win in the meeting room first
✔ How to manage difficult situations through your culture
✔ Maintaining motivation throughout a season
✔ Using your leadership group as a competitive asset
Game
Craft
Your ability to teach the game, construct a winning team, and prepare your players for competition.
What you’ll master:
✔ How to ‘coach free’ and trust your inner intelligence
✔ The delicate art of tactical warfare in modern sport
✔ Why you should train moments, not movements
✔ How to guide your attention to what matters most
What head coaches say
“Cody helps keep me level while also pushing my performance to all-new levels. For the past four seasons, he has methodically planned out my weeks so that I can perform through the ups and downs of life in the NRL. My wellbeing, my coaching craft, and our club have all benefitted from his calming presence.”
Adam O’Brien
Head Coach, Newcastle Knights
“It’s been extremely helpful for me to have someone like Cody that I can trust and talk to. Even when you have experience like I do, no two situations are the same, so I rely on Cody to give me an unbiased opinion about what I’m going through.”
Sandy Brondello
Head Coach, New York Liberty
“Cody has been a big help over a number of years as I've transitioned from head coaching into the front office and back into head coaching. He's someone I can turn to when I need to speak without judgment, gain clarity, or make big decisions.”
Ben Olsen
Head Coach, Houston Dynamo
“Reading The Tough Stuff was a pivotal moment for me as I transitioned into my role as head coach of a professional netball franchise. The book's powerful blend of resilience and practical advice has been a key source of inspiration in navigating the challenges of leadership, helping me stay grounded and focused on driving success for my team.”
Mikki Austin
Former Head Coach, Surrey Storm
“I really enjoyed Second Set of Eyes. It resonated with me because I have benefitted so much in my career from mentors and people who have helped guide me. You also get to a point in your career where you want to give back and this book describes exactly the benefits of that mentoring process and stimulates you into thinking about how to give back. It is a must read!”
Stuart Lancaster
Head Coach, Connacht Rugby
“Having been a head coach himself, Cody has a really good handle on the demands of the role and brings a unique empathy to his work. I have shared his books widely because he has a rare ability to put words to the nuances of the head coaching position — and that's where the gold is.”
Neil Craig
Fmr. Head Coach, Adelaide Crows
“Cody was great for me. He helped me focus on still developing my coaching toolbox while being consumed in the day-to-day management of the phase, players, and staff.”
Travis Binnion
Head Coach, Manchester United U18
“Cody is not a yes man, he challenges you and makes you look at situations from a different perspective. He gets it as he is a coach and l am without doubt a better coach as a result of the time I’ve spent working with him.”
Ed Brand
Loans Coach, Chelsea FC
“Every head coach needs someone in their corner. Cody makes a powerful case that the greats don't go it alone, they have a second set of eyes alongside them to help them perform during the most difficult situations that their sport presents.”
Scott Robertson
Head Coach, All Blacks
“I have had the pleasure of working closely with Cody for a while now, during which time he has played a key role in my development as a coach. Cody consistently offers thoughtful, constructive support and has acted as a valuable second set of eyes—challenging my thinking, encouraging reflection, and helping me stay aligned with the coach I aspire to become. His insights and steady presence have been instrumental in my growth, and I’m grateful for his continued support on this journey.”
Barry Lewtas
Head Coach, England U16
“Working with Cody has been a game-changer for me. The first step was focusing on me—making sure I could perform at my best and consistently show up for the team. That meant dialing in things like work-life balance, sleep, recovery, and even building out my own personal periodization schedule. From there, we turned to the team and the club—creating clear processes for everything from speaking to the group in big moments, to organizing staff roles, leading our leadership group, and managing up to ownership. No matter the situation, Cody always brings a fresh, honest, and clear perspective. There’s so much about being a head coach that you don’t learn in a coaching course—but it’s exactly what Cody helps with. I’d recommend every coach find someone to support them. For me, there’s no one better than Cody.”
Ryan Martin
Head Coach, Loudoun United
How to get started
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Coaching is a highly personal endeavour, so let’s book a discovery call to figure out if we like each other, and whether I’m the right coach for you.
During discovery, I’m going to ask you three questions:
What are you trying to achieve?
Who do you want to be as you achieve it?
What stands in your way right now?
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It would be helpful if you have a personal development budget or a pot of money to work with.
To kickoff, the investment is 5,000 USD for our first 10 sessions together.
I also offer 25 session and 50 session options for season-long engagements.
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Being coached is an entirely new workflow — one that requires perseverance and grit.
My ask is that for the duration of our time together, you commit to 1-hour per week of protected time for 1-on-1 meetings, as well as regular dialogue via WhatsApp.
Just like we tell our athletes; the more you engage in being coached, the more likely it is that you’ll see results.
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Coaching is about goal attainment (which is why question #1 is about what you’re hoping to achieve).
However, like all crafts, the pursuit of mastery is often about skill refinement rather than skill addition.As you change, your context changes, and new opportunities arise, we will continue to adapt and refine to make sure your coaching craft is keeping you at the cutting edge of what’s possible.
“You are the greatest source of competitive advantage available to your team right now”
More about me
My journey to where I am today is non-linear and involves a multiple continents, multiple career paths, and dozens of dead ends.
I believe it’s those twists and turns that have helped me develop the array of skills that I now teach to coaches.
Here are a few additional things about me:
I’ve been coaching since 2007.
In my second season as an assistant, I coached a group that produced 6 draft picks, including two in the Top 10.
For most of my career, I worked in advertising, recruitment, and technology jobs alongside my coaching.
Each week, I read the autobiography of a head coach and write a newsletter about what I learned. It’s called Coach Craft.
I hosted 89 episodes of Where Others Won’t, my leadership podcast where I interviewed academics, executives, and coaches.
Books
I’ve written three books which chronicle my journey in coaching and leadership.
Second Set Of Eyes reimagines head coaching for the contemporary sporting landscape, moving us past self-help and self-education, to peer support and guided learning.
The Tough Stuff looks at the emotional toll of head the head coaching position, and explores how the weight impacts a coach's ability to perform when it matters most.
Where Others Won’t investigates how intelligent teams are able to organize and utilize their people to create competitive advantage, and drive innovation.
What (MORE) coaches say
“After reading Second Set Of Eyes, I realized we had a missing piece in our program, so I went about finding a ‘second set of eyes’ for ourselves. Reading the book helped alter my thinking and improved our program overall.”
Cameron Ciraldo
Head Coach, Canterbury-Bankstown Bulldogs
“As a coach working intensely every day, taking time to step back and reflect on your work and journey is critical. Without doubt, Cody is one of the brightest minds at working with you to reflect and understand yourself and your needs better.”
Aaron Danks
Assistant Coach, FC Bayern Munich
“It takes a lot to be a coach. It takes even more to be a coach of coaches. Cody is a leader in this niche field with commitment, consistency and curiosity. I love his work.”
Shane Jurgensen
Head Coach, Wellington Firebirds
“Cody engaged our U14–U21 and Olympic team coaches in a way that planted a seed still growing nearly a year later. His reflections on belonging, craftsmanship, and the true meaning of coaching have sparked lasting dialogue and inspiration across our community.
Jamilon Mülders
Fmr. Head Coach, Dutch Women’s Field Hockey
“Working with Cody has been a game-changer for both my personal and professional growth. He simultaneously supported my development as a leader, challenged my thinking in constructive and thoughtful ways, and helped me reimagine and improve my coaching processes. Beyond the Xs and Os, Cody played a key role in helping me navigate the often-overlooked balance between work, family, and personal well-being—especially during the chaos of the competitive season. Cody is consistent, reliable, and incredibly easy to talk to. His ability to listen deeply, process thoughtfully, and collaborate on meaningful solutions is reminiscent of a great therapist. He has been a central figure not only in my own growth but also in the sustained success of our program over the past several years.
Dan Valley
Head Coach, Queens University Women’s Rugby
“Cody has been instrumental in helping me develop and deepen my understanding and approach into what effective leadership is. He has supported me in discovering new ways of defining success that exist solely beyond wins and losses. He has helped me harness the power of knowing who you are, where you work, what has come before you, and what is next to come. In what can be a transactional world, he has helped me prioritise and lean into humanistic qualities such as empathy, patience, and understanding. Cody has been an inspiration for some of the work I am most proud of””
Harrison Gilkes
Head Coach, Reading U18
“The Tough Stuff made me re-think how I prepare for peak performance, which now starts with Day 1 training design and runs continuously through championship game day. By preparing to perform rather than evaluating other’s preparations, I feel more likely to do my job and less likely to undermine athletes’ and other coaches’ capacity to do theirs.”
John Tanner
Head Coach, Stanford Women’s Water Polo
“Cody Royle has created a body of work that has been foundational in my work with coaches. His books, website, and social media content consistently provokes thought and reflection for me and my staff. He has been an immense help to me.”
Andy McKay
VP & Assistant General Manager, Seattle Mariners
“Working with Cody has been a valuable experience in my journey as a coach. He’s helped me understand myself better, communicate more effectively, and grow into a more confident leader. Beyond all that, he's a genuinely decent bloke—grounded, insightful, and easy to talk to. I couldn’t recommend him more highly.”
Paul Tait
Head Coach, Everton U18
“The Tough Stuff was very insightful and empathetic to the situations I’ve been in as a coach. I wish I had something like this as a resource before I got my job.”
Mehdi Kordi
Former Head Coach, Dutch Track Cycling Team
“The Tough Stuff resonated deeply for me. It helped reshape my perspective and made me feel seen. Cody brings so much empathy and wisdom to the coaching world through his words.”
Robyn Fralick
Head Coach, Michigan State Women’s Basketball
“Last year, I was promoted from assistant coach to head coach of volleyball at the University of North Carolina. I read The Tough Stuff while I was still serving as an assistant coach. I found it incredibly helpful to navigate my first year in this chair. It didn’t make it easier, but I did feel like there was someone out there who understood the challenges head coaches face. Thanks for that gift.”
Mike Schall
Head Coach, University of North Carolina Women’s Volleyball
“The Tough Stuff is as confronting as it is comforting. A deep dive into the complexities, emotional toll and weight of being a head coach. This is for any coach riding the unrelenting wave of pro sport. It will inspire you to be brave and stay the course.”
Dan Ryan
Head Coach, West Coast Fever
invite me to speak
I speak about coaching and competitive advantage, and have delivered talks to audiences as small as twenty and as large as two-thousand.
My most popular talks are:
Coaches Are Performers Too
You’re a high-performance knowledge worker who is asked to place tremendous strain on your emotional and cognitive resources. But just as you can drain those resources, you can also train them. To be your best, you need to choose a lifestyle that facilitates elite coaching performance. In this talk, I’ll show you how.
The Craft Of Coaching
Craftspeople stand for work that exudes three things: excellence, elegance, and endurance. In a modern sports landscape that is increasingly standing for cheap, quick, and transactional, I provide tangible examples of how timeless wisdom still wins, and why we shouldn't be so quick to label coaching techniques 'old school'.
Winning After Winning
Everyone talks about wanting to have sustained success, but very few coaches have built systems designed to win after winning. In this talk, I show you how to create a robust philosophy - and instil a mindset - of repeated winning, while also recognizing the challenges of going from hunter to hunted.
Where my work has SHOWN UP
I’m fortunate to have been featured in new and legacy media around the world.
What (EVEN MORE) coaches say
“The Tough Stuff was gold dust. Every lesson resonated and upon reflection so many similarities to what I experienced as a head coach. I would encourage head coaches, assistant coaches, and development coaches of all sports - and even players who think they may want to become a coach - to read this book. ASAP. Every part of The Tough Stuff resonated with my experience, both good and bad.”
Anthony Seibold
Head Coach, Manly Warringah Sea Eagles
“Cody’s book, The Tough Stuff, came to me at a low point when I was ready to walk away from coaching—and I credit it with saving my career. Since then, Cody has become one of the most impactful voices in my professional life. His 1-on-1 coaching has been thoughtfully tailored to fit my unique needs and challenges, offering support that feels both personal and practical. He’s a leading thinker in elite sport and leadership, with a rare ability to understand what truly drives great teams and the people who lead them.”
Landon Steele
Head Coach, Dodge City Conquistadors
