Colleagues — we all have a professional and personal choice to make when it comes to Youth Sport.

I read the other day that in the US, youth sport is worth several billion dollars. Training fees. Coaching fees. Registration fees. Uniforms. Equipment. Travel. Accommodation.

It's a massive industry.

And consequently, the market is rife with organisations offering promises of glory and success to vulnerable parents desperate to find ways to help their kids achieve sporting superstardom.

"Elite training programs for 8 year olds." "Fast track to scholarships." "Give your child the competitive edge."

You've seen the ads. You know the language.

So here's the question — for you and for me:

Do we stick to what we believe to be true?

That there are no ten year old champions. That early rise often means early fall. That there are no shortcuts or guarantees when it comes to sporting success. That character matters more than early physical talent.

Or do we capitalise on the potential financial benefits and come up with products and programs that take advantage of parents' vulnerability — their gullibility?

What do you choose?

The money?

Or the "box" — the unlimited potential residing inside every kid if we help them develop systematically and patiently over the long haul?

I made my choice a long time ago.

What's yours?