The Arena
built for coaches who want to grow, lead, and win with purpose
Join a curated group of championship-level coaches committed to deep growth, lasting impact, and intentional leadership.
“Brook has helped many leaders in many different fields discover their purpose, define their core values, and simplify their vision so their team and organization strive for greatness.”
Rob Ehsan
UIC Head Men's Basketball Coach
"I can't put into words the impact that Sherri has on everybody that listens to her. But she can. Her ability to articulate the complex in a comprehensible way is truly remarkable. My life is better because of her words."
Brett Ledbetter
What Drives Winning Author
“Ryan Hawk’s work provides nuanced and articulate insights into the best way to begin developing a plan for bringing to light how we should lead, and it starts with reexamining ourselves.”
General Stanley McChrystal
New York Times Bestselling Author
Coaching can be a
lonely journey
Coaching is one of the most rewarding jobs in the world, but it can also be isolating.
When you’re the leader, who do you turn to for guidance?
Most coaches rely on a small circle of mentors or try to piece together strategies from books, podcasts, and the occasional clinic. But when it comes to real-time decision-making, building a championship culture, and leading under pressure, you’re often left figuring it out alone.
And that’s the problem.
Coaching isn’t meant to be a solo pursuit. Even the best coaches in the world have a circle, trusted voices who challenge them, sharpen them, and help them grow.
What if you had that, too?
What if you had daily access to coaches who’ve been where you are?
What if you had a space to reflect, recalibrate, and grow with intention?
What if you were part of a hand-selected group that helps each other stay connected to what really matters?
The most impactful coaches don’t go at it alone. They build their how with clarity, purpose, and others they trust.
That’s why we built The Arena.
What
great coaches
have in common
The best coaches don’t just work harder, they think differently.
They don’t rely on luck or trial and error. They seek out other elite minds, study winning frameworks, and build a championship culture with intention.
They surround themselves with people who push them. People who see the game differently.
So what do the greats do that others don’t?
Look at any championship team, and you’ll find one thing in common, a coach who never stops learning.
The top 1% of coaches are:
Students of the game
They don’t just teach; they constantly refine their craft.
Surrounded by greatness
They learn from mentors who have been there.
Intentional about culture
They don’t leave leadership to chance.
Committed to excellence
They know success isn’t an accident.
This is how championship-level coaching is built.
And this is exactly what The Arena gives you: a seat at the table with the most impactful leaders
“Sherri has wisdom to share, energy to engage, a personality to connect, and the ability to make you feel capable. She is a person who has lived everything she talks about. Her messages will educate, engage and entertain the audience. Her stories will take you right there in the moment so that the lessons stick once you leave the event.
Kevin Eastman
NBA Championship Coach: Boston Celtics. Current Speaker to Corporate and Sports Teams
Introducing…
The Arena
Every coach has a what. Every great coach stays connected to their why. But it’s the how , your unique way of leading, teaching, and showing up, that makes a legacy. In The Arena, we help you protect that connection, refine your approach, and lead with purpose that echoes far beyond the field.
Meet your coaches
Learn directly from
championship-level coaches
The Arena gives you direct access to some of the most respected coaching minds in the game. Leaders who have built winning programs, led at the highest levels, and shaped the next generation of elite performers.
Sherri Coale
Hall of Fame coach who built the University of Oklahoma women’s basketball program into a national powerhouse, leading them to multiple Final Four appearances and a National Championship game. Author of Rooted to Rise, and The Compost File.
Brook Cupps
High school basketball coach known for building championship cultures and developing leaders beyond the game. Author of Surrender The Outcome, and The Score That Matters.
Ryan Hawk
Former quarterback, leadership expert, and host of The Learning Leader Show, where he has interviewed over 650 of the world’s best leaders. Author of Welcome to Management, The Pursuit of Excellence, and The Score That Matters.
Eli Leiker
Eli Leiker is an experienced educator and coach with 13 years in high school and college settings, driven by his values of Strive Daily and Serve Others.
Geron Stokes
Head football coach with multiple state championships, recognized for his ability to develop players and instill a no-excuses, high-performance mindset.
These are the coaches who don’t just talk about leadership, they live it. Now, they’re ready to help you take your coaching to the next level.
“My work with Coach Cupps was transformational for our basketball program at Pacific Grove High. Coach Cupps provided outstanding mentorship and a clear process in developing our core values and better defining our program culture. Any coach looking to improve, should strongly consider working with him. Coach Cupps is one of the best coaches in the United States in any sport, and more importantly, he is an outstanding leader who can help any athletic team or program.”
Dan Powers
Athletic Director & Head Boys Basketball Coach, Pacific Grove HS - CA
What’s inside The Arena?
Everything
you
need
to
coach
at
the
highest level
This isn’t another resource hub. The Arena is a curated space for coaches who want real mentorship, battle-tested strategies, and a community that sharpens their edge.
Access to coaches who’ve lived it
Gain direct access to Ryan Hawk, Sherri Coale, Brook Cupps, Eli Leiker, and Geron Stokes. Leaders who’ve been in the trenches, built lasting legacies, and now guide others through theirs. Live calls, real talk, and honest feedback.
Breakthrough coaching from elite leaders
Join exclusive sessions where top coaches unpack the real challenges of leadership like identity, purpose, influence, and growth. These aren’t surface-level chats. They’re real conversations that spark clarity and action.
A community that pushes you daily
Surround yourself with growth-focused coaches who understand your challenges, share your values, and hold you accountable to your goals.
Clarity in your what, why, and how
We help you uncover your unique how as a coach so you can lead with intention, stay rooted in your purpose, and create a legacy that lives far beyond the game.
What they say
about us
The time spent with Brook - both personally and professionally, has been transformative. In addition to helping me define my own core values, the system has defined our company's purpose and the behaviors of our employees. Brook has helped bring order out of chaos and simplification from the complication. I wish everyone could experience the amazing benefits of becoming a client!
Dan Cunningham
LMI Owner
“From the time he was a young high school and collegiate quarterback to the present, Ryan Hawk has always had the passion to serve and to lead. His presentations, podcasts, and now his book will make a difference in many lives.”
Jim Tressel
Former National Champion Ohio State University football coach
“There are many keynote speakers who communicate, but time after time Sherri Coale instinctively knows the keys to hitting the right notes necessary to connect with her audience. Personality, perspective, humor, relatability... Sherri can positively impact the audience in ways that leave everyone inspire. I know... I’ve experienced it countless times!”
Joe Castiglione
Athletic Director, University of Oklahoma
“Ryan Hawk is that rarest kind of people – a truly curious soul who asks questions that drill down into the heart of the matter, leave space for contemplation, and gently urge his subjects to look inside for answers they might not yet have discovered themselves.”
Robert Kurson
New York Times Bestselling Author of Shadow Divers
"Coach Geron Stokes was more than just a football coach—he was a dedicated mentor who instilled discipline, accountability, and leadership in the young men he worked with. His ability to build an elite culture within the team fostered a relentless pursuit of excellence, both on and off the field. With an unmatched work ethic, he led by example, pushing his players to reach their full potential while preparing them for success in football and in life."
Jen Schwanke
Assistant Superintendent at Dublin City Schools & Mom in Program
“By far, Coach Coale is the most moving speaker and storyteller I have ever heard. Not only will you be inspired, but her words stick with you! Her energy is infectious! Her sense of humor, her way with words and her ability to communicate them is like nothing I have ever experienced. My words don’t do her justice. She is phenomenal and you have to experience for yourself the way she lights up every room.”
Jackie Stiles
Former all-time NCAA leading scorer, WNBA player
“Sherri is one of the most dynamic speakers that I’ve ever heard. I’m impressed with her knowledge, storytelling and unique ability to connect with an audience. She captures your attention from start to finish.”
Kevin Billie
Good Stuff Summit, Good Stuff Podcast
“Geron Stokes stands on business when it comes to building character and mental toughness in his players. He builds the whole person, not just the player. I watched him turn boys that were used to comfort into men who thrived on the pain of the process of being their best self. His unconventional approach to TEAM was refreshing to watch. I was proud to be part of his program and watch the transformation of so many young men that will benefit from his leadership for the rest of their lives.”
Todd Alles
Varsity football at OSU, Navy Vet, Educator, Coach, Administrator
“Have you ever been so captured by a speaker, holding onto every word, just know that what you were hearing was going to make a big difference in your life? That is what Sherri delivers. Way beyond interesting and engaging, she reaches into depths of connection and genuineness that can bring real transformation. If you want someone to inspire, motivate, and challenge your team, then Sherri will deliver.
She asked great questions about where we are as an organization, the issues we were facing, and our long-term aspirations. Then she crafted her message and delivered powerful content to help properl us forward. Our leadership team was so energized by her genuine interest in our story and success.”
Randy Nail
CEO Hogan Taylor
“Ryan Hawk is a master of dualities — he’s a great leader but also a ferocious learner. He’s an accomplished athlete, but he’s also excelled in the business world. He’s eminently interesting, but he’s also genuinely interested.”
Liz Wiseman
NY Times Best-Selling Author of Rookie Smarts and Multipliers
“Working with Brook has changed my life personally, professionally, and socially. Through the exercises we have done together, Brook has helped me narrow in and focus on the things that are truly important in my life. By identifying these guiding principles - I am now able to live consistent with these values day in and day out, regardless of circumstance. When I do that, I feel like I've lived a complete day.”
Isaac Green
DI Assistant Men's Basketball Coach
“Brook has not only helped my daughter develop a winning mindset as an athlete, but it’s also shaped the way she approaches life. She’s learned how to focus, recenter herself in tough moments, and stay true to her core values. It’s taught her how to attack competition with confidence, all while maintaining a sense of who she is. These are skills that go far beyond sports—they’ll serve her for a lifetime.”
Kelly Judy
HS Swim Parent
"A great coach has the ability to leave an indelible mark on a young person’s life. They use sport as a platform to build transformative skills that last long after the bright lights dim. Geron Stokes is such a coach. He bridges the gap between theory and testimony through the time-honored process of connection, character, and competence. His goal is building cultures that foster personal growth. My wife and I have witnessed firsthand the growth and development of two of our sons in his program and we will forever be grateful. In addition to being a husband and father, I have spent the past 35 years as a college coach. In that time, I have had the good fortune of working with Olympians, All Americans, and countless Big Ten champions as well as some of the finest coaches in the world. I would rank Geron among the best I have been around. He is truly elite, because he cares."
Bill Dorenkott
The Ohio State University Head Coach of Swimming & Diving
How it works
The Arena is intentionally curated. Every coach is selected with care to ensure alignment, contribution, and shared values. This is about chemistry, not just credentials.
Submit your application
Click the button to fill out a short form. Tell us who you are, what kind of coach you are becoming, and why The Arena feels like the right next step for you.
Application review
Every application is carefully read by our team. We’re looking for coaches who are serious about growth, willing to invest in others, and ready to raise the standard together.
Get on a Zoom call
(if invited)
If it feels like a strong fit, you’ll be invited to a short Zoom call to align on values, expectations, and next steps.
Step into the arena!
(IF ACCEPTED)
You’ll join a curated circle of driven, purpose-led coaches. You’ll get immediate access to the full experience; live calls, daily interactions, and a community built to sharpen your edge.
This process is designed to make sure the fit is right for you, and for the rest of The Arena.
Questions holding you back?
Let's tackle them
You’re busy, we get it. That’s why everything inside The Arena is built to help you grow efficiently. You choose how much you engage, when you engage, and how you use the resources available.
Everything inside The Arena is rooted in real coaching, not theory. Every framework, drill, and leadership tool has been tested and refined by coaches who’ve won at the highest levels, and still show up to grow.
So do we. That’s why The Arena is built around real conversations, live sessions, and intentional connection. You’ll feel like you’re in the same room, even when you’re not.
Coaching excellence takes real investment in yourself, your leadership, and your future. The Arena isn’t just about better teams. It’s about becoming the kind of leader who shapes lives on and off the field.
Most coaches aren’t at first. That’s why we built The Arena to be simple, personal, and focused. From day one, you’ll feel welcomed, understood, and supported by people who get it.
The Arena is intentionally curated to maintain a high standard of connection and alignment. If now is not the right time, we’ll let you know. You’re always welcome to apply again when the time feels right.
Stop coaching alone
Join The Arena
Great coaching takes more than strategy. It takes clarity, connection, and the courage to keep growing. Not just for your team, but for yourself.
The Arena is where coaches come to lead with purpose, sharpen their edge, and build something that lasts.
If you’re ready to go deeper, grow alongside others, and stay connected to what matters most...
We’re ready for you.
