Live It, Love It, Coach It!

Live It, Love It, Coach It! was born from a powerful intersection of purpose, education, and service. While pursuing my master’s degree in business administration, I was engaged in an academic project focused on sustainable program development, leadership, and long-term impact. At the same time, meaningful conversations were taking place within the volleyball community about the need to better support, educate, and retain coaches—particularly minority coaches and those working within programs with limited resources.

In collaboration with Sharon Clark and Ruth Lawanson, and through the support of the American Volleyball Coaches Association (AVCA), the concept for Live It, Love It, Coach It! began to take shape. A central motivation behind the grant was to serve minority coaches who often lacked access to professional development, mentorship, and financial support, despite their talent, commitment, and influence within their communities. These coaches were leading programs with limited budgets and resources yet were shaping the lives of countless student-athletes.

Recognizing both the need and the opportunity, I volunteered to take on the responsibility of doing the “leg work” for the grant—researching, writing, organizing, and aligning the proposal with the mission of the AVCA and the broader goals of the NCAA. The grant was officially written in 2005, grounded in the belief that coaching is not only about teaching the game, but about equipping leaders who uplift others through access, equity, and opportunity.

The title reflected that philosophy:

• Live it – embody the values of coaching and leadership daily
• Love it – sustain passion and purpose despite obstacles
• Coach it – teach, mentor, and lead with excellence and intention

The vision resonated deeply. The grant was funded by the NCAA and later matched by the AVCA, affirming the importance of investing in coaches—especially those from underrepresented backgrounds—as leaders, role models, and culture builders. What began as a graduate-level project quickly became a sustainable initiative that expanded access to education, mentorship, and leadership development.

Nearly two decades later, Live It, Love It, Coach It! is not simply a grant—it is a living philosophy and a commitment to inclusion. It represents the power of collaboration, the importance of equitable access, and the lasting impact that intentional investment in people can have on a sport and its communities. The fact that we are still living it today speaks to the strength of the vision and the necessity of the mission.

This grant stands as a testament to what is possible when purpose, advocacy, and education align—to uplift minority coaches, strengthen under-resourced programs, and create pathways that allow leadership and excellence to thrive for generations to come.

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Coach Penny Lucas-White is the head women’s volleyball coach at Alabama State University in Montgomery, Alabama and a former U.S. Women’s National Team athlete.

Click to view other stories in the LIVE IT! LOVE IT! COACH IT! Stories From Volleyball Series.

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