Questions? Text Ben Herring direct.

Richard Cockerill cuts through the buzzwords to deliver a masterclass in building winning cultures across two decades of elite coaching. The former Leicester, Toulon, Edinburgh, England and current Georgia coach shares his refreshingly straightforward philosophy: be on time, wear the right kit, and work hard – non-negotiable standards that have underpinned championship teams throughout his career.
Cockerill reveals the evolution of his notoriously confrontational coaching style, explaining how his game-day intensity has remained while he's learned to separate field behavior from off-field relationships. "Off the field, treat the person as the person, not the player," he reflects, highlighting how this distinction creates healthier team environments while preserving high standards. His preference for direct, face-to-face conversations stems from a belief that clarity prevents issues from festering, even when conversations are uncomfortable.
The conversation dives deep into coaching under pressure, from surviving a 1-7 start during a World Cup period at Leicester to adapting his leadership approach for an entirely different culture with the Georgian national team. Cockerill's journey exemplifies how authentic leadership evolves without abandoning core principles. As he puts it with characteristic bluntness: "Coaching is an opinion. You can't pretend to be a good version of someone else." This episode offers invaluable insights for coaches and leaders at all levels seeking to build consistent, high-performing cultures while remaining true to themselves.
Join us for an unfiltered look at leadership from one of rugby's most distinctive voices, where you'll discover why sometimes being both "reasonable and unreasonable" might be exactly what your team needs.

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