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Unlock Player Potential with Winning Words
"How Communication Elevates Your Coaching Level" – Practical insights to inspire and empower tennis coaches

Winning Words is a concise, actionable guide for tennis coaches who want to maximize their impact through effective communication. Built on insights from over 100 interviews with the world’s top coaches, combined with Adam Blicher’s own experience and expertise, this book helps you turn your knowledge into transformative coaching moments off the court, on the court and at tournaments.
Winning Words should be read by the ambitious tennis coach. It’s very easy to digest with a lot of food for thought.
Adam Blicher’s “Winning Words” is a masterful compilation of insights and best practices from the world best coaches. You will find invaluable tools on not just the “what” to communicate, but the actual “how to” communicate. This book should be required reading for any coach, player and parent looking to fully unlock not just their ability, but their potential through the power of effective communication.
Winning Words is brilliant. The book is extremely insightful and full of learning for tennis coaches on all levels.
Winning Words is a game-changer for tennis coaches, offering a structured and insightful approach to communication that has truly elevated my coaching.
Winning words is a much-needed practical guide, that really takes a deep dive into the nuances of what communication in coaching is all about.
This book is not just about coaching tennis—it’s about coaching people. Adam shines a spotlight on one of the most overlooked aspects of coaching: communication. From pre-match talks to in-game adjustments, his emphasis on trust, empathy, and clear communication provides coaches with essential tools to make a lasting impact on their players. A must-read for anyone looking to elevate their coaching game.
Adam is someone who for sure inspires others and me with his experience and knowledge of coaching no matter the age and experience you might have. He is very precise, and his phrases and words stick in your head. Following his work makes definitely listen to what he shares of his knowledge through the years. He is one of few people that combines theory and practical, useable tips and tricks together brilliantly.
Adam’s Winning Words is a concise, insightful guide to better coaching through effective communication. The book emphasizes trust, empathy, and player development over performance, offering practical strategies that are easy to implement. From pre-match talks to post-match evaluations, Adam provides tools that transform how coaches connect with their players. His approach has redefined my perspective on coaching, making it more meaningful and impactful. A must-read for anyone looking to elevate their coaching game and foster lasting growth for the players they work with
Winning Words reveals the subtle yet powerful impact of communication in coaching success.
Winning Words illustrates how great coaching starts with meaningful conversations.
Adam has inspired me both as a coach and as a person. He is always very dedicated and has a honest and clear way of conveying his ideas and knowledge. I highly recommend his work for coaches of all levels.
"What a fantastic job putting so many points of view from distinguished tennis personalities! A must for coaches, parents and players.”
Winning Words should be read by the ambitious tennis coach. It’s very easy to digest with a lot of food for thought.
Adam Blicher’s “Winning Words” is a masterful compilation of insights and best practices from the world best coaches. You will find invaluable tools on not just the “what” to communicate, but the actual “how to” communicate. This book should be required reading for any coach, player and parent looking to fully unlock not just their ability, but their potential through the power of effective communication.
Winning Words is brilliant. The book is extremely insightful and full of learning for tennis coaches on all levels.
Winning Words is a game-changer for tennis coaches, offering a structured and insightful approach to communication that has truly elevated my coaching.
Winning words is a much-needed practical guide, that really takes a deep dive into the nuances of what communication in coaching is all about.
This book is not just about coaching tennis—it’s about coaching people. Adam shines a spotlight on one of the most overlooked aspects of coaching: communication. From pre-match talks to in-game adjustments, his emphasis on trust, empathy, and clear communication provides coaches with essential tools to make a lasting impact on their players. A must-read for anyone looking to elevate their coaching game.
Adam is someone who for sure inspires others and me with his experience and knowledge of coaching no matter the age and experience you might have. He is very precise, and his phrases and words stick in your head. Following his work makes definitely listen to what he shares of his knowledge through the years. He is one of few people that combines theory and practical, useable tips and tricks together brilliantly.
Adam’s Winning Words is a concise, insightful guide to better coaching through effective communication. The book emphasizes trust, empathy, and player development over performance, offering practical strategies that are easy to implement. From pre-match talks to post-match evaluations, Adam provides tools that transform how coaches connect with their players. His approach has redefined my perspective on coaching, making it more meaningful and impactful. A must-read for anyone looking to elevate their coaching game and foster lasting growth for the players they work with
Winning Words reveals the subtle yet powerful impact of communication in coaching success.
Winning Words illustrates how great coaching starts with meaningful conversations.
Adam has inspired me both as a coach and as a person. He is always very dedicated and has a honest and clear way of conveying his ideas and knowledge. I highly recommend his work for coaches of all levels.
"What a fantastic job putting so many points of view from distinguished tennis personalities! A must for coaches, parents and players.”
Meet Adam Blicher, a Danish Tennis Coach whose journey has taken him across the globe representing the Danish Tennis Federation. At just 21, he made history as the youngest Union Coach in Denmark, and two years later, he was honored as the Coach of the Year by the Danish Tennis Federation. In 2015, Adam received the Paul Arber Young Coaches Award – Special Recipient from the iTPA. Adam is also the host of the Tennis Coaches Podcast, “Dissecting High Performance in tennis,” where he’s extracted insights from over a 100 of the world’s most experienced tennis coaches. Currently, Adam serves as the national coach of the Faroe Islands, a role he has held since 2022.
Align: You’ll lay the foundation for a lasting collaboration, allowing your messages to break through like never before.
Accelerate: You’ll know when to listen, intervene, and evaluate to extract learning from every practice.
Amplify: You’ll master pre- and post-match talks, transforming tournaments into opportunities for growth.
This book is for coaches at all experience levels who want to improve their communication skills and make a more lasting impact on their players.
Unlike other coaching books, Winning Words focuses on practical, real-life communication techniques that Adam Blicher has developed and refined through his own coaching experience and interviews with over 100 of the world’s top tennis coaches.
The book is divided into easy-to-digest chapters, each with actionable insights, examples, and exercises designed to elevate a coach’s communication effectiveness on and off the court.
Winning Words is available in print and digital formats.
Trust is the foundation of a successful player-coach relationship.
Show empathy by taking the first step towards the player.
Understand the player’s perspective and thereby show respect for their experiences.
Be reliable: Be honest, dependable, and keep your promises.
Be patient: Building a trusting relationship takes time and requires patience.
Structure in practices gives players a sense of security and helps accelerate their development
Explain the "why": Make it clear to the player why each exercise is important.
Provide targeted feedback: Stick to essential points and avoid overwhelming the player with too much information.
Use external cues: Help the player focus on the right elements by using cues, like "imagine hitting the forehand volley like it’s a tilted high-five."
Evaluate drills continuously: Ask the player about their experience with each exercise based on the agreed purpose and focal point and adjust as needed.
Active listening is essential for understanding the player’s needs and challenges.
Be present: Put your phone away and give the player your full attention.
Ask open-ended questions: Encourage the player to share their experiences of training and matches.
Summarize and confirm: Show you’re listening by repeating the player’s key points and validating their feelings.
Allow for silence: Give the player time to think before responding.
The pre-match talk is crucial for performing at tournaments.
Develop a game plan: Define 1-3 focus points for the match, such as covering 2/3 of the court with the forehand, returning first serves deep down the middle, or stepping in and being aggressive on the second serve return.
Adjust your communication style: Consider the player’s personality and learning style.
Normalize nervousness: Remind the player that it’s natural to feel nervous before a match.
Your support during the match can significantly impact the player’s performance.
Be mindful of body language: Avoid closed-off body language, like crossed arms, as this can appear unapproachable.
Use the "support buckets":
Encouragement: “Great job,” “Keep it up!”
Reminders: Repeat the agreed-upon focus points.
Adjustments: Give short, clear advice.
Communicate clearly and concisely: Avoid lengthy explanations and use cues instead.
A good match evaluation focuses on learning and development.
Start with the player’s perspective: Ask about their experience of the match.
Use rating scales: Ask the player to rate the agreed upon focal points pre-match (e.g., covering 2/3 of the court with their forehand or stepping in being aggressive on the opponents 2nd serves) on a scale from 1-10.
Highlight positives: Emphasize what went well.
Identify improvement areas: Pick 1-2 aspects to focus on in future training. Those are not necessarily mentioned in the post-match talk, but noted for the next training session or block.
Some challenges require a deeper analysis to break negative patterns.
Use Argyris' feedback loop: Analyze the player’s behavior, your own responses, and the impact on performance.
Be honest with yourself: Reflect on whether you’re part of the problem.
Consider alternative approaches: If current methods aren’t effective, be open to adjusting your approach.
Seek advice: Discuss challenges with other coaches or a mentor for fresh perspectives.