Grounded in evidence-based literature, this “practical advances” article presents some of the results of a 24-month coach development project codeveloped by a group of researchers and key actors from a multisport club in Brazil. Documented at three moments during the project, the perspectives of 11 members of the club showed that some learning took place at the individual (Me) and group (We) levels but probably fell short of the objective of significantly changing the culture of the organization. Achieving sustainable change in coach development requires the support not only of coaches but also of leaders who need to progressively make their organization a more “deliberate developmental organization.”