The field of exercise and sport science generally attempts to investigate and understand the world through positivistic philosophy and methodology. In recent years, however, more investigators have begun to use qualitative methods to answer critical questions. While recent qualitative research has demonstrated the benefits of gaining qualitative information that is much more rich in detail and depicts the participant°¯s environment as a whole (e.g., Gould, Dieffenbach, & Moffett, 2002) often times the process of analyzing qualitative has not been discussed. This presentation will focus on discussing the data analysis phase of a grant project sponsored by NFL (National Football League) Charities to study how award-winning high school football coaches build character in their players and also teach them life skills. A qualitative methodology was determined to be most suitable in understanding the impact of 10 high school football coaches on their players. Semi-structured interviews lasting 60 to 120 minutes were conducted with 10 coaches and 9 players. Specifically, the process of how the data were content analyzed is detailed in the presentation. The first step in the analysis involved developing a summary profile for each individual coach and athlete for the purpose of capturing their whole story. This was followed by a hierarchical content analysis conducted for the purpose of better understanding specific topics discussed by all coaches (e.g., elements of their coaching philosophies, strategies used to teach life skills). The hierarchical content analysis resulted in themes and subthemes that represented patterns of meaning in the data. The step-by-step process for developing the profiles and conducting the hierarchical content analysis with a four-person consensus team is described. It is emphasized that conducting a qualitative interview study requires much time and effort. Also, the method and procedures implemented in this study provided the researchers organized data that were easily retrievable. The strengths and problems of this approach will also be discussed including what the researchers would do differently. For instance, the research team found that a four-person consensus team has its pro's of an added person in the coding process and increased rigor, and con's including increased difficulty of achieving consensus. Moreover, a great amount of rich, detailed information was obtained, but it created an issue as far as organizing and interpreting the data. It is concluded that combining individual profiling with hierarchical content analyses was a good way to capture the knowledge base of these award-winning coaches of character.