Expert in sports sociology and coaching, Dr. Brian Gearity, discusses the impact of sociology on coaching decision-making and athlete-coach relationships. They explore the distinctions between sports psychology and the sociology of sport, emphasizing the importance of human connection in endurance sports and concerns about AI. The chapter also examines bias, social framing, and the three C's - construct, critique, create. Finally, they discuss different types of coaches in the Masters of Art, Sport Coaching Program and the online format of the program.