Adults who invest in children have the opportunity to impact lives far beyond graduation.
For some, that investment is more than a profession; it is a calling that plays out day after day, through years of steady presence and example. For nearly three decades, Coach Alan Williams has done just that.
Born to missionary parents in São Paulo, Brazil, Coach Williams’ childhood was consistently marked by change. From South America, across the American South, and eventually to New Mexico, he spent his days adjusting to new environments. Moving meant making new friends while knowing the inevitable goodbye was coming. He learned to be outgoing as he came to realize that kids all over the world really are the same.
One of the biggest lessons Coach Williams taught me was about adversity. He taught me you should face adversity with determination and resilience. Coach Williams talked about how obstacles will always be in your life, and it’s how you respond to them that defines your character. While this lesson made me a stronger volleyball player, it has also stayed with me in my everyday life.
Although Coach Williams was a man of few words, the greatest lesson he taught me was simple: it’s not about what you do, but who you are. Driving back to Artesia from the Rio Rancho Event Center, I had so many thoughts running through my head. The “what ifs,” the memories, the hard practices, the early mornings, all the time and effort put into this sport just to lose in the semifinal round my senior year. I remember wanting to feel sad and heartbroken that it was over, but the text I received from Coach Williams just as we drove off the parking lot shifted the way I felt in that moment and eventually shifted my mindset towards life in general. ‘It's kids like you that make me want to coach.’ Coach Williams knew I wasn’t a 6-foot D1 athlete; he knew I wouldn’t single-handedly win a state championship for him; he didn’t care if I was a 4.0 student; he didn’t care what kind of status I had. After three years of playing for him, he didn’t send me off with a list of praises for my accomplishments or a record of my statistics. He highlighted my character, and that perfectly sums up the type of coach and person he is. In a town that praises athletes, and in a world that praises status, Coach Williams made me realize that life is about the person you choose to be, not about what you accomplish.
After graduating from Cibola High School in Albuquerque, Coach Williams moved to Lubbock for college with no intention of ever returning to the Land of Enchantment. He began his teaching and coaching career at Lubbock Christian School in 1997. After 13 years impacting students in Lubbock, he was ready for a change in scenery and began applying for jobs in Dallas. When a friend heard that Artesia High School (AHS) was looking for a math teacher, he reluctantly applied simply to appease his friend. He checked that off and continued the search in Dallas.
To his surprise (and initial dismay), Coach Williams received a call back and hesitantly agreed to an interview. The extreme summer heat and lack of obvious beauty in Artesia were soon eclipsed by the caliber of people conducting the interview. While meeting with men like Dr. Crit Caton and Thad Phipps, he quickly realized that, “these are good people. I’d rather be somewhere I don’t necessarily want to be, but working for good people, than be somewhere where I want to be and working for people that aren’t that way.” He accepted the math teacher job on the spot, and two years later, stepped in as head volleyball coach.
Coach Williams’ coaching was based on what we could do, not judging us for what we couldn’t do. He never compared but sought to bring out individual potential.
Together with assistant coaches Mandi Lewallen and Breanne Naylor, the program has a longstanding history of success. Winning is the tradition, and character development is the culture. One way this plays out is with “10 Words,” each a simple word to remind them of principles on and off the court. For example, “bell” reminds players not to “ring the bell,” to never, ever quit. Whether that is in practice, on the job, or in a family, never, ever give up. This team of coaches intentionally focuses on who athletes are as people while developing them as players.
Although Coach Williams has won championships, the most meaningful victories come through relationships. In a world that often measures success by wins and losses, Coach Williams measures it by relationships. People, not points, fuel his passion. “For me, the best is all the relationships with all the kids that have come and gone,” Coach Williams shared. Whether students find that relationship through the volleyball program or another avenue, he stated that hopefully, there is a “person out there for each kid, somebody encouraging and motivating them.”
Whether it was early morning weights, late night open gyms, or an everyday practice, Coach Williams constantly stressed the importance of pushing through adversity. Now, in those moments, adversity looked like having to do a million burpees after failing to complete a drill, or running lap after lap because our passes weren’t up to par, but it was in those moments that Coach Williams instilled a mindset in us that allowed us to view failure as just another reason to dig deeper. Although the challenges we faced in our seasons with Coach Williams were small compared to the challenges of life, the resilience we built on the court was a blueprint for navigating life’s toughest moments. It’s easy to fall under the weight of whatever life throws at us, but with the right mindset and the willingness to overcome adversity, it builds a character in us that can withstand every roadblock that intends to keep us from succeeding. It’s because of Coach Williams that I go through life knowing that failures and setbacks are not reasons to give up but reasons to keep getting back up.
One thing I’ve learned from Coach Williams is that leading young people is about more than teaching them a skill or wins and losses; it’s about investing in who they are becoming. He shows that encouragement, accountability, patience, and believing in someone can make a lasting difference. He leads by example and reminds us that sometimes the greatest impact we can have is simply taking the time to listen, guide, and let young people know that someone believes in them.
I can attest that these things are true. For once upon a time, I was a teenager growing up in Lubbock, a student and player of Coach Williams’. I cannot tell you the win-loss record or number of assists set or aces scored, but I can tell you that I am a better human today because of the investment Coach Williams made in my life.
Teachers and coaches, please know that students really do remember who you were as a person long after a grade or game. And to the students and athletes, be kind to those who lead you, because you just never know if one day you may move states, only to find that your favorite teacher and coach has become a neighbor and friend.
During the 13+ years I have worked alongside Coach Williams, he has consistently demonstrated the importance of teaching his athletes the daily “vitamins” as he calls the fundamental skills of the sport. What stands out most, however, is his unwavering commitment to teaching life lessons that extend far beyond the court. His investment in his athletes is evident in both current and former players. Simply ask them about a lesson they remember from The Energy Bus or from Admiral William McRaven’s inspiring speech, The 10 Lessons in Life. He continues to stress the importance of overcoming adversity, embracing competition, developing mental toughness, and spreading optimism and purpose in all aspects of life. From the moment athletes arrive each day until they leave to go home, Coach Williams emphasizes the importance of doing the little things right. More importantly, he challenges them to persevere when faced with difficulties and reminds them of one of his favorite mottos: ‘Don’t Ring the Bell.’ Through his dedication, Coach Williams has left a lasting impact on countless athletes, helping them become not only better competitors but also stronger, more resilient individuals prepared for success both on and off the court.
Article written by Allyson Joy and originally published in Focus on Artesia 2026 Fall edition.
Allyson Joy
Allyson Joy is the Associate Publisher of Focus Magazines. She can be reached at allyson@focusnm.com.
