Sam Wykes: Building Team Culture Through People, Not Facilities. A Sunwolves Casestudy.

What if the best culture you ever built came after a 90-point loss? That’s not a stunt—it’s the backbone of our Sunwolves story, where people, not facilities, carried an underdog through brutal travel, language barriers, and constant roster churn. We dig into a season that forced clarity. With 13 cultural backgrounds and minimal prep, we taught through images and objects, opened meetings with music, and played noughts-and-crosses to train communication and poise. We asked players to share three personal facts so the room saw humans first, jerseys second. Then we redefined success: not chasing wins we couldn’t control, but tracking meaningful improvement across four-week blocks—smaller losing margins, more tries created, defensive effort counted honestly. After a tough day at Loftus, we sang the team song anyway, then beat the Bulls weeks later in Tokyo. That wasn’t luck; it was a deliberate culture choice. You’ll hear how leadership language shapes buy-in, why “aces in their places” prevents personality overload, and how individualized coaching can turn a senior skeptic into your strongest messenger. We talk coach self-awareness under stress—who runs to novelty, who doubles down on basics—and how blending both keeps a team stable. And we follow Sam’s journey beyond pro rugby into Polynesian youth pathways, where identity and skill development meet. When young players see role models who share their blood and story, their effort deepens and their ceiling rises. If you lead a team in sport, business, or anywhere people perform under pressure, this conversation is a playbook: actions over slogans, rituals that lower stress, success defined by improvement, and connection that outlives the scoreboard. If this resonated, subscribe, share it with a coach or teammate, and leave a review telling us your favorite culture ritual—we’ll feature the best on a future show. Send us a text If you can SUBSCRIBE, RATE, and SHARE the show and series, you would be doing your bit to grow this show. Very appreciated. Ben To subscribe to the newsletter or to get a copy of the book, jump onto: www.coachingculture.com.au Support the show Share this show with your mates, rugby, coaches, leaders! Dont be shy.