The purpose of this study was to examine the effects of specific motivational strategies used in coaching in relationship to the unique strengths of individual team members' personalities. Specific research questions were: (1) What motivational strategies were employed and how successful were they given the unique personalities of individual team members, (2) What aspects of personality were most important to understand in order to develop successful motivational coaching strategies? This study was conducted with a NCAA Division I Men's Basketball Team located at a midsize university (population 11,500) in the Rocky Mountain region. Subjects included 14 men's basketball team members, four basketball coaches, and 3 strength and conditioning coaches. Over the course of one academic year, a mixed method approach was used to answer research questions. These methods included the administration of the Professional DynaMetrics (PDP) ProScan® survey to measure the strengths of individual personalities. This instrument measures the degree to which a person possesses four cornerstone traits in their personality (dominance, extroversion, pace, and conformity). Non-participant observation occurred daily at practices, games, and in the strength training facility. Field notes and a systematic observation system were utilized to record events transpiring in these differing environments. At the completion of the season, in-depth tape recorded interviews were conducted with each participant. Data analysis consisted of the following. PDP ProScan surveys were analyzed using computer software revealing unique individual models of personality. Interview tapes and field notes, were transcribed, coded, and analyzed using text analysis software (InVivo). Constant comparison, triangulation, peer check, and member check were used considering data from all sources to reveal particular themes. Findings suggest that four themes emerged from the data. First, coaches' personalities predicted their choice of motivational strategies employed during practice. Second, motivational strategies used by coaches to enhance performance actually harmed performance for some athletes relative to the strengths of their respective personalities. Third, athletes with a high dominance or high extroversion strength of personality were more difficult to coach in this setting. Fourth, athletes motivated by a sense of allegiance (loyalty) were more negatively affected by a perceived lack of communication and trust between themselves and the head coach. Results of this study suggest that by understanding the particular strengths of individual personalities of each student-athlete, coaches could employ more effective motivational strategies. This could serve to enhance the performance of both individual athletes and the team as a whole.Keyword(s): coaching, research