"But it’s Saturday, Babe," I tell him. Sleepily, I open my eyes and there he is, raring to go, all dressed up in his Coach E basketball uniform. Oh! He meant Coach E Basketball School! No wonder he is so excited. Here is a school that children certainly look forward to. And Coach Eric Altamirano, the owner of the school, is certainly one basketball teacher to love!
Coach E Basketball School is the only personalized basketball school in Asia. It started in August 2004 with Adidas Sportscamp as its first venue. Eric says even before he founded the school, he was already conducting basketball clinics all over the country under the San Miguel Corp. Basketball Goodwill program.
"This is where I saw the need to raise the standard of basketball in the grassroots level. I also observed that there is a better way to teach fundamental skills to these kids than just going to clinics and one day camps," Eric says. So, he came up with a unique approach, a low coach to student ratio of 1:5. That is one coach to five students. This ensures that kids will be given proper attention and instructions to speed up the learning process.
Eric recalls his wife Marissa was instrumental to his putting up the school. Seeing how he passionately enjoyed teaching basketball to his kids every night, she prodded him to establish a school which he named Coach E, the moniker given to him by his players when he was a coach in the Philippine Basketball Association.
"With the help of friends and some sleepless nights, I finished the modules and collaterals to jump start Coach E. I started going to different institutions personally inviting them to join our module," he recounts.
After opening two venues on the school’s first year (Club 650 in Libis and Zone at Buendia Makati), Coach E added three more branches last year (San Beda College in Alabang, Xavier School Sports Center and Mount Malarayat Country Club in Lipa Batangas).
Eric confides that since it was a new concept, he found it hard to convince people at first. But when the parents saw for themselves how their kids look forward to going to the sessions, they continued to enroll in the next modules.
"The parents actually became our marketing arm. It is always a joy to hear from parents telling us how their children have improved not only in basketball skills but they have also gained self confidence while in Coach E," he beams.
Eric continues: "It makes us very happy to see our students getting into the varsity teams of their school after joining Coach E. Another highlight was when the Coach E team won our first school based tournament last year."
His wife Marissa, whom Eric met when she was an athlete, too, in her college days- takes care of the administrative side. "We are hands-on in this business which we enjoy." She laughs, "I am also Hen Mother for the kids. What I normally do for my children is extended to the school. That includes making sure kids change their shirts after the session is over, reminding them about their things, and texting or calling parents if they are late." Eric, on the other hand, is in charge of improving the program, opening more venues and training the coaches.
This amiable couple shares that having Coach E has made their family bigger. It’s a welcome change for them as they’ve now gained new friends and more children. They have also become attached to the lives of the kids. Their own children are somehow involved in the family business since they, too, love the sport. Anton, 16, plays for San Beda College team. Luigi, 13, studies in Victory Christian School and dreams of playing in the PBA someday. ("Both my sons promote Coach E to their peers in the basketball circle," says Eric.) Abigail, three, is the baby of the family. ("Everybody is beholden to her. She can manipulate everybody with her charm including her Dad," adds Marissa.)
"When Coach E started, we never thought it would grow this fast but I guess the key to our success is our people. We are very blessed to have people who are committed and passionate about teaching kids. We believe in what Jim Collins said in his book: Good to great," says Eric. He notes that getting the right people on the bus is what makes a company go from good to great.
Some of the notable coaches in this school include Ronnie Magsanoc, Xavy Nunag, Joey Guanio and Jig Mendoza. They are members of the UP Fighting Maroons that won the UAAP Men’s Championship in 1986. Other equally distinguished coaches are Tyrone Limon, Jolly Escobar and Joaqui Garcia.
They also attribute the school’s success to dedicated staff like Mylene Tordesillas, Michelle Beltran, Lito Ermeje and Edwin Ermehe and Archie Tolentino.
"We envision raising the standards of basketball in the Philippines and in the Asia Pacific region through our holistic, value-based training programs geared toward the development of a total person on and off the court."
"God willing, we will be able to open Coach E Basketball School in Singapore in the near future. My dream is to develop our first NBA player, and put up the First Basketball Academy," says Eric.
Personally, I can say that not only has Coach E become a rewarding experience for my son and his classmates but for parents like me as well. Family time well spent together with other families has made us even closer. Watching and cheering our son on as he develops new friendships, sportsmanship, character, confidence and passion for the sport he loves has enriched our lives in countless ways. And the enjoyment that is experienced by our kids is the same revelry we parents share with one another.
Thanks, Coach E!
(E-mail me at miladayjewels@yahoo.com. For more info about Coach E, please call 631-1195 or 0921-7562639 or send e-mail to iba_phil@yahoo.com. You can also log on to www.ibaphil.net)