Exploring professional coach identity development: insights across career stages in Australian rules football

Professional identity contributes to positive outcomes in performance settings, including sport. This study explores professional coach identity through three case studies in elite Australian rules football. Using purposive sampling, six semi-structured interviews were analysed with reflexive thematic analysis. Findings show that coach identity is fluid and socially constructed, shaped by relationships, communication, and career transitions. Coaches viewed identity as multi-dimensional, reflecting who they are, who they aspire to be, and how they are perceived. This study makes a unique contribution by examining identity across early, mid, and late career stages, reaffirming its roots in practical, relational, and institutional experiences. Key findings are highlighted: identity evolves through experience and interaction; it shapes performance environments; and it can be enhanced through identity-focused reflection and mentoring in coach education. Promoting coach identity development fosters self-awareness, adaptability, and resilience. A well-defined identity can improve decision-making, leadership, and long-term career sustainability in high-performance coaching environments.