Saturday Blueprint With "Coach" George Raveling

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In 1937, George Raveling, known to many simply as “Coach,” was born in the segregated basement of Garfield Hospital in Washington, D.C. At the time, the life expectancy of a Black man in America was just 48 years.

Today, at 87 years old, Coach Raveling stands as a towering figure—both literally at 6'4" and figuratively—having transcended the intersections of sports, business, and culture.

Over nine decades, Raveling has witnessed and lived through some of the most defining moments in U.S. and world history. His journey has included incredible highs and devastating lows, yet he remains relentlessly committed to being a positive difference maker and living an uncommon life of purpose, generosity and grace.

Unraveling Coach Raveling’s story reveals an extraordinary journey shaped by pivotal moments and an uncanny ability to be in the right place at the right time. As a last-minute volunteer at the March on Washington, he asked Dr. King for his copy of what would become the historic "I Have a Dream" speech. His visionary leadership in shaping the signature shoe industry revolutionized sports marketing, redefining how athletes became the influential faces of Fortune 500 companies.

Globally, he elevated the game of basketball, and even in his eighties, he co-founded The Daily Coach with former NFL executive and current UNC Football General Manager Michael Lombardi in 2019.

Raveling’s life is not just a collection of personal achievements but a testament to trailblazing social impact and service. He is a friend, hero, mentor, and pioneer to countless individuals. Whether through direct relationships or the wisdom he shares, Raveling continues his journey of self-leadership and personal transformation, wrestling with and finding peace with one of life's ultimate questions: Who am I?

For Coach Raveling the marathon continues, there is truly no finish line.

Our team at The Daily Coach spoke with our co-founder and Naismith Memorial Basketball Hall of Fame inductee about Dr. King’s leadership, Michael Jordan’s greatness, and his upcoming book What You're Made For: Powerful Life Lessons from My Career in Sports co-authored with Ryan Holiday.

This interview has been edited and condensed for clarity.

…

What did Dr. Martin Luther King Jr.’s vision and dream teach you about yourself, life and leadership?

Following Dr. King, studying his words, absorbing every pause in his speeches, and feeling the grand crescendo of his delivery, I quickly understood the profound value of words. The spoken and written word are powerful tools, capable of shaping dreams and changing the course of history. Dr. King had a vision. He had a dream. And like all great leaders, he shared not only the vision but the journey—speaking of the dream, the steps toward its completion, and the conquest of sweltering injustice and dehumanization plaguing a nation.

To me, Dr. King was so many things. He was a preacher. He was a messenger. He was a visionary, a precursor, a transformational and servant leader. He was a person for all seasons and all reasons. Many times, when I find myself in a tough spot, his words come back to me, especially in moments when giving up feels like an option. He posed a question that remains a challenge to this day: “If a man or woman hasn’t found something in life they’re willing to die for, then maybe they’re not fit to live.”

Those words weren’t just a challenge—they were a call to action. Dr. King lived that truth. His mission became so much a part of him that he ultimately gave his life for it. Even under relentless hostility, he showed the world what it means to lead a life of uncommon achievement, proving that true greatness lies in the courage to disrupt complacency for the sake of progress.

At 26, I stood on the steps of the Lincoln Memorial as a last-minute security volunteer. I gazed out at a vast sea of humanity gathered for the March on Washington for Jobs and Freedom, bearing witness to a moment that would become defining in history. It was there I learned an important lesson: you don’t have to have a direct relationship with someone for them to become your mentor. Back then, I didn’t even fully understand the word “mentor,” but I looked to Dr. King as I tried to make sense of the world I was navigating and the world within me. He became my teacher, my coach, my guiding moral compass for how I wanted to live, lead, love, and serve.

Honoring Dr. King’s life and legacy reminds us that the dream didn’t end with him—it continues through us. It calls us to live boldly, lead with integrity, and commit ourselves to building a better future—for ourselves and for generations yet to come.

In the foreword to your upcoming book What You're Made For, Michael Jordan writes, “If not for George, there would be no Air Jordan.” When people discuss MJ’s greatness, what do you feel is often overlooked or not given enough credit?

When I first met MJ as an assistant coach for the 1984 United States Men’s Olympic Basketball Team, led by Coach Bob Knight, I didn’t know much about him. But by the third week of training camp, it was undeniable—MJ was special and different.

One aspect we don’t speak enough about is how coachable MJ was. His greatness wasn’t just about his extraordinary talent; it was amplified by his ability to listen, learn, and adapt. Many don’t realize that MJ played for and thrived under four Hall of Fame coaches: Dean Smith at North Carolina, Phil Jackson with the Chicago Bulls, Bob Knight (1984 Olympics), and Chuck Daly (1992 “Dream Team” Olympics). Each of these coaches shaped and challenged him, and MJ embraced every lesson, using it to elevate his game.

What set MJ apart wasn’t just his talent, skill or athleticism—it was his discipline, preparation and focus. He would write notes to himself the night before a game, mentally mapping out his approach and how he would execute. The game, the craft, and the preparation meant everything to him. He wasn’t chasing the spotlight; it was the pursuit of his outer limits that drove him. The fame and stardom were byproducts of the countless hours of work, resilience, and sacrifice. MJ’s mission was simple yet profound: to exhaust every ounce of potential and become the best version of Michael Jeffrey Jordan.

As remarkable as MJ was on the court and as successful as he is in business, he’s an even greater human being. Since those training camp days in 1984, we’ve built a meaningful relationship rooted in trust and loyalty, forged through shared moments and experiences. It’s a bond I deeply admire, cherish, and honor—a sacred friendship that I hold in the highest regard.

What inspired you to build meaningful relationships with younger people, and how has that shaped your unique friendship and collaborative partnership with bestselling author and philosopher Ryan Holiday?

It was around 2010 when I started to recognize that I needed to be around more young people. Most of the people I associate with are younger because I believe they’re the future. They’re smart, and they’re naive enough to tell you the truth. They’re not afraid to tell you if they think you’re wrong.

Over the years, when I spent time with people my own age, conversations always seemed to revert back to the past. I don’t always want to talk about coaching at Washington State, Iowa or USC, or being the first Black this or the first Black that. What I want to do—and what I still strive for at 87 years old—is figure out what I don’t know but need to know and how it can help me stay relevant in this ever-changing world.

That’s why I spend most of my time with younger people who inspire me, and with whom I can build meaningful relationships and partnerships. Young people have become my mentors, and meeting Ryan Holiday felt like hitting the lottery.

I am forever grateful to my dear friend Coach Shaka Smart, who’s now the head basketball coach at Marquette University. When he introduced me to Ryan, he was leading the men’s basketball program at the University of Texas at Austin. Shortly after arriving at UT in 2015, Coach Smart called me and said, “You have to meet this young man, Ryan Holiday.” Ryan’s The Obstacle Is the Way had just been released the year prior. That introduction has been nothing short of extraordinary and transformative.

Ryan is one of the most prolific critical thinkers I’ve had the privilege of knowing in my lifetime. Beyond his incredible accomplishments, it’s the way he shows up in the world—seeking to be of service, eager to help, and connecting me with relationships, growth, discovery, and learning opportunities—that has left an indelible mark on my heart. Our connection has blossomed into a remarkable friendship—a bond between generations united by a shared mission: to live uncommonly and make a lasting positive impact on others.

I couldn’t be more honored, humbled, and proud to have worked with Ryan on this project, What You’re Made For, and to see it officially release on March 4th.

You’ve mentioned that What You’re Made For isn’t a memoir. Can you share more about your upcoming book and what readers can expect to discover within its pages?

From the harsh streets of Chocolate City in Washington, D.C. to the hallowed halls of the Basketball Hall of Fame and beyond, my life has been an improbable series of unexpected opportunities, hard-fought battles, and lessons learned. 

This book is not a memoir. I was never interested in writing one of those. It is an exploration of purpose and meaning. It is stories and lessons to inspire, to challenge, and to provoke thought about the roles we are each called to play in this complex, beautiful life.

This is not just my story, but a quest to understand the essence of what it means to be made for something more, to defy the odds, and to carve out a destiny that transcends all expectations and limitations. It is a call to reflect on your own path, to question the arbitrary limitations placed upon you, and to dare to dream of a life beyond statistics and societal expectations. As you turn these pages, I invite you to confront the whys of your existence, to question what it means to live a life of intention and meaning, to ask…What was I made for?

This is not a question with a simple answer, nor is it one that can be answered for you by anyone else. It is a deeply personal inquiry. It is a lifelong quest that requires introspection, an examination of your talents, your interests, your values, and your experiences. It requires courage, a willingness to step into the unknown and beyond the limits and expectations that have been set for you. The stereotypes and statistics that may be placed upon you, your race, your gender, your background, or your circumstances.

You have to be willing to dream big. You have to allow yourself to believe that you were made for something special, something unique, something that only you can bring into this world. You have to let yourself hear that still, quiet voice within, the one that whispers of a higher calling, a greater contribution.

In What You’re Made For, you’ll discover how to carve out your own, unique path, even when conventional wisdom or societal expectations push you in a different direction. This is the invitation I extend to you: to join me in grappling with the big questions and exploring answers through the stories and wisdom of the many teachers and mentors I have met, both in real life and in the pages of books. I can’t tell you where your path will lead, but I can tell you it begins by asking…What was I made for?

Q&A Resources

“Coach” George Raveling ― Official Website | X | Instagram | LinkedIn | What You're Made For: Powerful Life Lessons from My Career in Sports

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