Bill Herenda Joins Positive Coaching Alliance as Executive Director for Sacramento
September 29, 2009 Stanford, CA – Positive Coaching Alliance (PCA) today announced the hiring of Bill Herenda as Executive Director for Positive Coaching Alliance-Sacramento.

“We’re delighted to have Bill join the PCA team,” said PCA Founder and Executive Director Jim Thompson. “He has a unique combination of experience and energy that will amplify the momentum that PCA has already generated in Sacramento. Bill will help us advance our mission of ‘transforming youth sports so sports can transform youth’ throughout the region.”

Positive Coaching Alliance delivers roughly 50 workshops per year for youth sports organizations and high school sports programs in the Sacramento area. “Bill has strong local ties and shares our passion for the PCA mission. In collaboration with our board of directors, we’re poised to expand into Stockton, Vacaville, Auburn, Placerville and Chico,” said David Shapiro, PCA’s Director of Business Development.

Herenda brings to PCA his extensive business development experience as well as his strong background in athletics including his participation as a player, coach and parent. In fact, Herenda was first exposed to PCA as a participant at a seminar for Double-Goal Coaches®.

A key member of the 1988 NCAA Division II Champion UMass-Lowell basketball team, Herenda has coached youth and high school athletes as well as conducted basketball camps and clinics. He also serves as color analyst on the UC Davis radio network, Comcast SportsNet and as an on air contributor to sports talk radio.

Those interested in donating to PCA and/or bringing PCA training to their communities may contact Herenda at 916.761.6305 or Bill_Herenda@positivecoach.org.

About Positive Coaching Alliance
Founded as a non-profit within the Stanford University Athletic Department in 1998, Positive Coaching Alliance (PCA) has the mission of “transforming youth sports so sports can transform youth.” To that end, PCA has conducted roughly 7,000 live group workshops nationwide for more than 400,000 youth and high school sports leaders, coaches, parents and athletes. Workshop attendees have helped create a positive, character-building youth sports environment for more than 3 million youth athletes. PCA’s partnership network includes more than 1,700 youth sports organizations, cities and schools.

In 2009, PCA will conduct roughly 1,300 live, group workshops across the U.S., while assisting thousands of other individuals via online workshops at www.PositiveCoach.org.

PCA workshops train coaches to be Double-Goal Coaches®, whose first goal is winning and whose second, more-important goal is teaching life lessons through sports. PCA sports parent workshops cultivate “Second-Goal Parents,” who focus on life lessons through sports. PCA student-athlete workshops produce “Triple-Impact Competitors,” who work to improve themselves, their teammates, and their sport as a whole.
PCA has the support of elite coaches and athletes on a National Advisory Board (http://www.positivecoach.org/advisoryboard.aspx), including National Spokesperson, Los Angeles Lakers Coach Phil Jackson.