05/03/2026
World Champs – Nitto ATP Finals 2025
The personal sacrifices athletes at that level make are exceptional — and they don’t always show up in the media. The spotlight is usually on results, rankings, records, comparisons. Rarely do we see what truly defines them: their values.
Younger athletes are watching. They absorb what is broadcasted and promoted. Luxury lifestyles, highlight reels, clothing brands. These narratives shape their perception of success and ultimately their identities.
Having had the privilege of being part of two major titles with these guys — first at Wimbledon 2024, and then at the Nitto ATP Finals 2025 — I experienced firsthand three foundational values that made the difference:
Humility.
Respect.
Responsibility.
Yes, the younger generation of athletes is different. I hear more and more coaches saying it. The environment has changed. The exposure has changed.
But our responsibility as performance enhancement professionals and sport psychologists — alongside performance gains — remains the same:
To preserve and instill foundational values of sport while adapting to and embracing the realities of today’s generation.