Craig Tiley - Buidling the system for development

Uploaded by ausport on 15.08.2010

Craig Tiley, Director of tennis for Tennis Australia, as well as the tournament director
for the Australian Open.
We were very fragmented and uncoordinated in our national approach on setting a standard.
So we felt Tennis Australia's role was to come in and develop a strategy with consultation
with the stakeholders, and then lay out nationally what that strategy is going to be, and then
take full responsibility for resourcing the delivery of that strategy.
It was very simple as we wanted to attract, retain and develop coaches. And we want to
attract, retain and develop officials.
So for us it was about developing a strategy with the stakeholders, notifying our, the
national group on what that strategy is going to be, putting a structure around it and now
it's a matter of it being delivered, being delivered in local communities, being delivered
in the states. We've taken full responsibility for resourcing it and for developing the strategy.
First thing that you have to have is a standard, you have to have everyone understanding, that
to become a great coach and to become a great official, these are the things that I need
to do.
Then you have to have a pathway, that goes with it, and the pathway is saying that I'm
going to educate myself in this space and it's going to lead to this or it's going to
lead towards that, and ultimately as a official or as a coach I can have a profession in the
And that's an exciting thing if you can sell the aspiration and promote the aspiration
for the coach.
Sometimes we forget that because our general approach to coaching and officiating in communities
has been down trodden, in tennis I'm talking about, and their influence in the community
has not been elevated enough.
So our job nationally is to make sure we have the standard, we have the pathway and then
we go ahead with the coach with the official and try to elevate their profile.
We do that through great education programs, through membership, so that's enabling us
to have direct communication with that base, through engaging them, recognising the coaches
and recognising the officials and engaging them more, so wether that be the best coaches
working with the under 12 year olds, or whether it be coaches who want to form our introduction
to tennis program, the hotshots program, so those are really the things that we've focused
Building relationships is one of the key things, I mentioned earlier when I said that the critical
part about getting something done is bringing people along with you.
In most cases it's actually very hard because everyone disagrees on how you are going to
get there.
So having great clarity on a strategy which needs to be developed, then putting a structure
with that strategy that’s going to be the most effective structure on delivering it,
and then it's a matter of communication and education. And that's where you build the
Constantly communicating with people and constantly educating them, this is why you are doing
this because it's going to lead to that.
It becomes a bit of a marketing and sales exercise when you really start out building
the relationships, really important to bring people along with you and engage them, empower
them to be part of the solution not part of the problem, and that gets hard, because it's
very easy to take shots at someone or something that's out there making the decisions, but
if you could be involved in some way or at least be recognised in some way in being part
of that decision, then you’re more likely to go along with it.
In most cases we find that does work but what becomes extremely difficult is that if you
wait too long to do things and you don't respond quick enough, don't communicate enough then
it's going to fall down.
To summarise you really need to start out at the beginning, make sure you get that strategy
done quickly, you get the structure done quickly, and then you start to communicate and educate
what mechanisms for delivery are going to be, and then engage those on the ground to
be part of it.