Being a sports coach who is able to contribute to the better business performance of his or her sports organization today is a big challenge. No matter whether it is about amateur, recreational, or professional clubs. Coaches no longer represent some marginal educational resource but are a significant source of new values for sports organizations. They are one of the key factors in the business and sports success of sports organizations. Not only the competitive success, but also the business success of sports organization depends on them. It is commonly believed that, in order to achieve success in coaching, it is very important to be a good teacher and a pedagogue, and to master in theory and practice technical knowledge about technique, tactics, and conditioning. The aforementioned is no longer sufficient to achieve a successful coach’s career, and thus for the successful running of the club. Why? Because today the knowledge of communication and marketing skills is as important as the expertise and the sports results of the coach. Today a coach, along with professional knowledge and results achieved on the pitch, must know how to communicate and must have a positive image. Better sports coaching brings better business results. Although the business success of sports organizations is commonly associated with professional sports, this doesn’t mean that business success is not present in amateur sport as well. It is only differently manifested. It is not manifested exclusively through financial but more through promotional effects, such as the positive image of schools, colleges, universities and sports organizations. And even in amateur sport today the matter of persons leading and coaching athletes becomes more and more important. There is growing concern about their abilities, knowledge, and skills that proved to be of crucial importance for the successful running of sports organizations.