Phil Davies: Inside the Mind of World Rugby’s Director of Rugby

Coaching Culture with Ben Herring

What makes rugby's culture so distinct, and how does it translate across different countries and contexts? In this fascinating conversation, Phil Davies—Director of Rugby at World Rugby—shares wisdom gleaned from 35 years at every level of the game, from player to global administrator.
Davies reveals the core elements that build winning team environments: "An environment of belonging where people feel trusted, respected, and safe." But as he explains, these aren't just platitudes—they must be embodied through consistent actions and behaviors. Drawing from his experiences coaching Namibia to two World Cups (including their historic first win against Uruguay), Davies offers remarkable insights about adapting leadership approaches to different cultural contexts while maintaining rugby's universal values.
The conversation takes us behind the scenes of global rugby leadership, where Davies employs his "Three C's" approach—communicating, connecting, and collaborating—to balance tradition with evolution. He addresses the delicate balance between keeping rugby's gladiatorial essence while ensuring player safety, and shares why understanding a country's unique "DNA" is crucial for developing teams that local communities can recognize themselves in.
Perhaps most compelling is Davies' perspective on coaching development and the patience required for meaningful change. "Sometimes people think it takes two weeks, but sometimes it'll take three months or three years," he reflects. His passion for technical coaching and developing what he calls a "tackle culture" throughout global rugby reveals where he sees the game's greatest growth opportunities.
Whether you're a coach, player, or simply fascinated by leadership and culture, this episode offers powerful lessons about building environments where people thrive, adapting to different contexts, and remembering that in any endeavor, "The main thing is the main thing."

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Chapters

1. Rugby's Core Values and Integrity (00:00:00)

2. Defining Culture Through Belonging (00:03:37)

3. Building Team Spirit Through Challenge (00:06:27)

4. Measuring Success Beyond Scoreboard (00:11:17)

5. Namibia's Rugby Journey and Cultural Identity (00:18:42)

6. World Rugby Leadership and Global DNA (00:30:02)

7. Tackle Culture and Technical Coaching (00:43:27)

8. The Power of Coaching and Patience (00:58:07)