Milwaukee Brewers Sales Organization: A Case Study of Coaching Culture

The Power of a Coaching Culture: Building a Legacy of Collaboration and Growth

What is a coaching culture? It's a question I hear often.

At its core, a coaching culture is a dynamic environment where leaders and team members collaborate to lift each other through constructive feedback, intentional practice, and mutual challenges that foster growth—all while maintaining a positive, forward-looking mindset.

But is such a culture attainable?

The answer is a resounding yes. And I’d like to illustrate this through a case study from one of the most extraordinary organizations I’ve had the privilege to work with: The Milwaukee Brewers’ Sales Organization.

The Beginning of a Coaching Legacy

Eighteen years ago, I started working with the Brewers, thanks to Jim Bathey , their director of sales at the time. From the outset, Jim asked tough, thoughtful questions.

“Do you bring in a static, cookie-cutter program year after year?” he asked.

“No,” I told him. “We customize everything to meet the unique needs of each organization.”

It was clear Jim was deeply committed to his team. He wasn’t just looking for a training program—he wanted something transformational, a framework that would elevate his people and help them grow way beyond the training itself.

The Growth of a Coaching Culture

As the years passed, something remarkable happened. Leadership succession became a seamless process within the Brewers organization, with leaders like Billy Friess , @jason fry , Chris Kimball , Jake Mentch , and Dan Winkelman stepping up to guide training and coaching initiatives.

The focus shifted from simply delivering training to fostering collaboration, peer feedback, and real-world application.

I’ll never forget when Christian Niewinski , a new hire, joined the organization on the very day of a training session. Within two hours, he was actively giving peer feedback. Stunned, he confessed, “I can’t believe I’m giving feedback to people with ten years of experience!”

The response?

“That’s the culture here. We help each other.”

This wasn’t just a one-off moment—it was a reflection of a deeply ingrained belief system that empowered everyone, regardless of tenure, to contribute to the growth of the team.

The Role of Leadership in Building Culture

At the heart of this culture is leadership—specifically, leaders like Jim Bathey. Jim has a rare ability to connect with people. Leadership is about connecting, meeting people where they are and helping them where they want to go. I am not sure anyone does this better than Jim.

Connection doesn’t mean being everyone’s best friend or shying away from challenges. It means meeting people where they are, encouraging them every day, and challenging them to grow.

Jim’s leadership style is a blend of relentless drive and unwavering support. He constantly looks for ways to improve, both for himself and his team. If you’ve ever walked a hallway with Jim, you’d better keep up—he’s always moving forward, literally and figuratively.

Under Jim’s guidance, former employees have gone on to become CEOs and business owners, yet they still speak fondly of the Brewers’ culture. It’s a testament to the profound impact of a coaching-first mindset and strong leadership at the top.

The Relentless Pursuit of Progress

What makes this culture so special isn’t perfection—it’s the relentless pursuit of progress.

During our most recent training, I received what I consider the ultimate compliment. A participant observed:

“Everyone’s practicing. Nobody’s rolling their eyes. Everyone’s smiling and dissecting the conversations. It’s amazing to see.”

In most organizations, you’d expect resistance—complaints, skepticism, or disengagement. But at the Brewers, this kind of collaboration and enthusiasm is the norm.

Why? Because this isn’t just about training—it’s about culture. Conversations drive culture.

Culture is when people feel supported by leadership, challenged to grow, and encouraged to give their best every day. It’s about creating an environment where leaders don’t just call people into the office for tough conversations—they also show up at their cubicles to celebrate wins and push them to the next level.

A Culture That Inspires Beyond the Organization

The ripple effect of this culture extends far beyond the Brewers’ walls. A friend of mine, David Ringger from Beck’s Hybrids, once visited the organization. Even years later, he still talks about how impressed he was with their collaboration, energy, and commitment to excellence.

He saw firsthand what I’ve come to know over nearly two decades: this culture is rare, and it’s powerful.

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The ultimate compliment came this year when two guys stopped in on the second day. Joe Robinson and Chris Rothwell stopped in just to say hi and visit the training which they both said that they had missed because they have now moved on to different jobs. I asked them to give a short talk to kick off the second day and without hesitation within less than a second they were walking to the front of the room to do so. That's culture that's committed culture!

The Formula for a Coaching Culture

If you’re wondering how to build a coaching culture in your organization, here’s the truth:

• It takes time—Culture isn’t built overnight. It’s a journey of consistent effort and intentionality.
• Training starts things
• Coaching reinforces
• Practices creates and maintains progress
• It takes training—Coaching skills must be cultivated and practiced regularly.
• It takes repetition and positive reinforcement—Growth happens through consistent practice and a mindset of encouragement.

Leadership sets the tone, but a coaching culture thrives when everyone—from the top down—embraces the philosophy of helping each other grow.

The Legacy of the Milwaukee Brewers

Eighteen years after that first meeting with Jim Bathey, the Brewers’ sales organization continues to inspire me. They’ve proven that a coaching culture isn’t just a lofty ideal—it’s a tangible reality that can transform teams, drive results, and leave a lasting impact on everyone involved.

As Jim demonstrated so well, building a coaching culture starts with asking the tough questions, making the commitment to growth, and never settling for anything less than progress.

And while the journey never truly ends, the pursuit itself creates something extraordinary: a workplace where people thrive together.

Summary Lesson: Its NOT about the numbers ... its about the PEOPLE who produce the numbers!

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