It has become nearly cliché to expound on football as character development. In fact, if youth football is to be used for developing character, coaches must make a conscious effort and take specific steps to tie life lessons from football into the rest of their players’ lives.

In this video, former New York Giants fullback Charles Way, who now heads the NFL’s Player Engagement department, explains how his coaches were integral to his personal development.

“Most coaches know the impact they have,” Way says, “and it's about more than just winning.”

Way emphasizes the need for character education through football, especially in light of the brevity of most football careers, with the average NFL career lasting just three years.

“For most high school players, that’s it. For most college players that's it,” Way said.

That is why it is so important for coaches to help players prepare for much more than just their next game.

David Jacobson is senior marketing communications and content manager for Positive Coaching Alliance, a USA Football national partner. For more information, visit www.positivecoach.org. For free resources, visit www.PCADevZone.org.