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Building Team Culture: Small Rituals, Big Impact

Coaching Team Management

A strong team culture starts with small rituals. In this article, you'll discover how simple routines – like a check-in box or a team greeting – help boost focus, accountability, and connection. Inspired by James Kerr's book *Legacy* and coach Stanley Donney’s approach, you'll get practical ideas you can start using with your team as soon as tomorrow.

Building Team Culture: Small Rituals, Big Impact
Reinier Sierag

Reinier Sierag

3 minutes read

A strong team starts with culture.

Not in strategy, not in stats, but in how you connect with each other – both on and off the field.In the book Legacy by James Kerr, you discover how the All Blacks, the world’s most famous rugby team, build their culture through small rituals and clear values.Think about team captains tidying up the locker room, or older players consciously passing down their knowledge to the younger ones.

I read the book on the recommendation of Stanley Donney – my old coach and a man with a sharp eye for these kinds of details.We spoke with him for the CoachBall podcast, and it was a real trip down memory lane for me.A lot of what Kerr describes, I also saw Stanley put into play.Small details.Big impact.As a player, I didn’t quite realize it was being put into practice—you just did it.But in hindsight, it was super smart!

Every culture is different; some don’t like the fanfare, but that doesn’t mean we don’t need our rituals.You don’t need to do a haka to build a strong team spirit.It's all about picking a few solid routines that fit your team just right.It can be this simple.

Let me give you an example from my own experience.For the little rookies, I introduced a simple habit: an imaginary ‘box’, an alternative handshake.When stepping onto the field, the players 'check in.'They do that by giving a box.That way, they (unconsciously) leave their parents, distractions, and everything off the field behind for a moment.At the end of practice or the game, we check out with a 'box'.Then the game is over, and we hand the responsibility back to the parents.Simple as can be, but it gets the job done.They know: here, different rules apply, different focus.

practical rituals you can start using tomorrow

  • 📦 the box: like mentioned above, a transition between ‘outside’ and ‘being on the field’

  • 🧹 setting up the flag/field together: assign 2 players each week to take care of picking up equipment

  • 🗣️ team shout or yell: a fixed phrase or word before each game (dialect is welcome too)

  • 🔄 captain of the week: every player gets a turn being the mini-leader

  • 📖 sharing a learning moment: at the end of each practice, one player shares what they learned

  • 👕 tucking in the shirt: take a moment at the start of practice to literally “get ready”

  • 🙌 high five circle: before or after a game, every player gives each other a high five

It doesn’t have to be big or complicated.It's all about what fits your team and that you stick with it.This is how you build trust, familiarity, and ultimately: team spirit.

Do you have any great rituals or routines in your team?Let us know.Maybe we're building a new tradition together.

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