Sam Vesty: Inside Finals Week. Joy, Simplicity & Team Culture

Coaching Culture with Ben Herring

What does championship preparation actually look like? Two days before the European Champions Cup final against Bordeaux, Northampton Saints head coach Sam Vesty pulls back the curtain on his approach to cultivating a winning team culture.
The conversation reveals Sam's refreshingly counterintuitive leadership philosophy. Rather than adding pressure during finals week, he focuses on reconnecting players with their childhood joy for rugby, even announcing the team using photos of players as 10-year-olds. "What would your childhood self want?" becomes a powerful reminder to play with freedom rather than fear.
Sam challenges numerous rugby traditions, including the sacred "captain's run" before matches: "You spend all week prepping to make decisions under pressure and then take all the pressure away the day before the game." Instead, his team plays tennis, spike ball, and other activities that maintain mental sharpness without draining energy.
Most revealing is Sam's approach to mistakes. "I'd rather be decisive and wrong than right" emerges as his team's mantra, emphasizing how hesitation kills performance more than occasional errors. He distinguishes between skill errors (celebrated as learning opportunities) and effort errors (held firmly accountable), creating an environment where players genuinely feel free to express themselves.
The conversation explores how Northampton deliberately builds off-field activities that develop the same skills needed on-field – communication, organization, and connection. From surprising teammates at 1AM to having players share "My Life in Five Photos" presentations, these experiences build the authentic relationships that transfer directly to on-field performance.
Ready to transform your approach to leadership and team culture? Listen as Sam Vesty reveals the delicate art of balancing technical excellence with the mental freedom that championship performances require.

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Chapters

1. Finals Preparation and Managing Emotions (00:00:00)

2. Balancing Technical Coaching and Mental Freedom (00:10:05)

3. Creating Culture Through Connection (00:16:38)

4. Learning Through Games and Removing Cones (00:27:01)

5. Decisive Leadership and Embracing Mistakes (00:39:34)

6. Final Takeaways on Team Culture (01:04:34)