Positive youth development (PYD) has been long examined and researchers are still developing ways to create opportunities for youth development through sport. Additionally, the 5Cs (competence, confidence, character, caring, & connection) have been associated with PYD and contributing to life skills development. Thus, the current study aimed to understand the phenomenological experience of coaches' strategies to enhance PYD in sport, and in particular rugby. Ten male rugby coaches who are

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... s of a national youth rugby team participated in semi-structured interviews. Ages ranged between 29-52 years old and their coaching experience range from 2.5 to 25 years. A topdown analysis was performed within 7 themes (5Cs model, PYD, and the transferability of learned skills. This suggests that rugby coaches aim to enhance PYD by creating positive experience for athletes, establishing coach-athlete relationship, helping athletes to understand morality, encouraging athletes to experience empathy, encouraging youth to be part of their developmental process, and ensuring dedication. In summary, the findings suggest that the rugby coaches take notice of their influence on athletes' developmental process and their experience within sport and create a versatile learning environment.