There is no doubt that developing self-confidence is one of the hottest topics in sports coaching. Coaches universally agree that helping athletes to develop a strong sense of self-confidence: one which is resistant to the pain, pressure and fatigue of preparation and performance is at the core of what sports coaching is all about. So how do coaches help athletes to develop self-confidence? This article presents some practical ideas for helping athletes to develop a strong, real sense of self-confidence: self-confidence which is built on a solid foundation of evidence rather than on hollow rhetoric, shallow praise and cheesy motivational sayings.