A study was conducted to elucidate the views of coaches on sports and their presentation of the actual situation, focusing on private sports clubs for children and adolescents constituting the basic actual situations for training athletes, and to elucidate points such as the strategy for reproduction from the viewpoints of education, presentation, and human relation strategies. We also examined the structure of the actual situation and the dynamism of habit formation. The study subjects were 273 full-time contract staff members, full-time staff members, and private free-lance sports club coaches (soccer 83, swimming 111, and gymnastics 79). Survey results for private sports club players obtained previously by the author (2001) were referred to when necessary for comparative analysis. The main results were as follows : 1) With regard to views on sports and presentation in actual situations, a similarity was observed between coaches and players. However, it was found that the players sometimes had a more limited, stronger consciousness and presentation. The dynamism of double transmission was suggested from the similarity and heterogeneity between them. 2) In human relations strategy, there was a tendency for taking the partnership between coaches and parents for granted ; coaches put the players' parents in the position of important partners and the players strongly tended to accept their parents' support as a matter of course. 3) With regard to education strategy, it was suggested that coaches carefully avoided a philosophy of putting supreme virtue in winning by use of a variety of values according to the situations, whereas the players highly valued this philosophy, understanding the true intention of the coaches and making it their habit. 4) With regard to symbolic strategy, school clubs were placed in a relative position and supported by stressing the novelty, specialization, rationalism, and fashionable image of private sporting clubs.