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Ex-UNC Wilimington pitching coach had an unusual motivational method


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Answers arise on UNCW pitching coach's dismissal

Short version:  pitching coach sets up computer for a skype session with an "authority on mental performance", guy waves a dildo around and calls it the Dick of Death, encourages team to come up with its own Dick of Death, a group of players does just that, and now the pitching coach is out of work.

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Days after news of Matt Williams’ dismissal as UNCW baseball’s pitching coach, supporters of the program are still searching for answers.

Once discovered, some of those answers are difficult to believe.

After five years at the school, Williams was informed by university officials that his tenure was ending Friday, June 8, less than a week after the team finished its run at the NCAA Regional in Greenville.

In a statement, UNCW said: “The baseball program is moving in a different direction, and as such, the university discontinued Matt Williams’s appointment. There is no further comment beyond that we wish him well.”

The Seahawks concluded the season with a 39-23 record and won the CAA Tournament title, making the postseason for the first time since 2016. UNCW’s pitching staff posted a collective 3.50 ERA, the lowest since 2001. Of the six Seahawks taken in the recent MLB Draft, four were pitchers Williams recruited and mentored.

Attempts to speak with head coach Mark Scalf, athletic director Jimmy Bass, Chancellor Jose Sartarelli and general counsel John Scherer about the decision were either denied or went unreturned.

Sources within the program provided information to the StarNews that an effort to remove Williams from the staff goes back months, and, at times, appeared like it would not happen. Players received a text message the morning of Tuesday, June 12, setting up a group phone call at 11:30 a.m. On that call, Bass told players Williams was not returning.

Their story centers around two critical pieces – Brian Cain and the Dick of Death.

Positive mentality via extreme methods

Brian Cain’s website labels him “the foremost authority on Mental Performance.”

According to his Linkedin page, Cain founded Brian Cain Peak Performance LLC in 2001. He travels the country speaking with teams, athletes and corporations about conditioning and strengthening their mental toughness. His client list includes Notre Dame, Oregon, Texas A&M, Alabama, Florida State and many other schools. He’s mentored several UFC fighters, including Georges St. Pierre and Vitor Belfort. Regionally, he has worked with the baseball programs at Coastal Carolina and East Carolina.

YouTube videos give a peek into Cain’s methods, some of which include asking players to eat fire or break wooden boards with their forehead.

Former UNCW baseball players confirm that Cain spoke to team as far back as 2006. Contracts provided by UNCW show that Cain met with the baseball team as far back as 2014.

An invoice from 2015 shows that Cain was paid $5,000 to speak with the team. A contract from Sept. 4, 2015, shows that Cain agreed to appear in October 2015 and April 2016 at a cost of $7,500 per visit. He also agreed to monthly Skype sessions and support for the team via email or telephone as needed.

A similar contract was signed on Sept. 11, 2016, for Cain to appear Sept. 15-16, 2016, and again Feb. 13-15, 2017, at a cost of $8,750 per visit. Additionally, a contract for two meetings in 2016 with the women’s basketball team was agreed upon at a cost of $10,000 per visit, with those additional Skype, email and telephone services.

Cain did not return multiple phone calls for an interview or a request submitted to his website.

In May 2017, UNCW pitchers met with Cain in a Skype session that would have been considered routine.

According to multiple attendees, Williams set up a computer and TV for the session, then relocated to the back of the room.

During the presentation, players say, Cain brandished a dildo, calling it the Dick of Death. The metaphor was that the pitchers should think of themselves as the bigger men on the field, capable of overpowering the batter they were facing. Cain encouraged the pitchers to create their own Dick of Death to serve as a reminder and motivational tool. Without the knowledge of the coaching staff, a group of players did just that.

At some point, the prop made its way from the Fisher Field House to the dugout at Brooks Field. A photo of the Dick of Death being held by a player during the 2017 CAA Tournament game against William & Mary was available on the school’s website as of Friday.

Cain has not spoken to the team since that May 2017 session.

Questions asked, answers sought, a response made

No one interviewed for this story was aware of when the university was informed about the Dick of Death. At some point, the object was brought to the school’s attention, but it wasn’t until late 2017 that questions were asked.

The team was called in for a meeting with university officials just before holiday break in December. They were told the school was conducting a “fact-finding mission” into the matter. Individual interviews between players and two officials were set up. Players could not recall names of the officials, but understood one to be with the university and the other to be a lawyer. Some of those meetings took place, but others were canceled prior to happening. No public action by the university was taken at that time and the Seahawks began preparations for the 2018 season.

A rumor spread through the UNCW locker room in early April 2018 that Williams was about to be fired mid-season, prompting a players’ only meeting at 10 p.m. April 10. Gathered in the team’s fieldhouse, players discussed and ultimately took a vote on their course of action. It was decided that the next day the team would meet with Bass and discuss the situation. If the university was going to fire Williams, the Seahawks would make a statement against N.C. State later in the day by not taking the field for the game or would not wear UNCW uniforms for the game, choosing to “play for themselves,” not the program.

Players met with Bass and other UNCW athletic officials on April 11 and discussed the situation. According to players contacted for this story, Bass told them a decision had not been reached, but whatever was decided would not come from the athletic department.

Following that meeting, a large group of players went to the Chancellor’s office and demanded a meeting. Eventually, two players were allowed to speak with Sartarelli and voice their concerns.

The team returned to the locker room and ultimately decided they would not face N.C. State.

Sometime later, Scalf entered the clubhouse and addressed the team. Players noted he was emotional as he told the squad that whatever they said worked and Williams would be keeping his job. The team decided to play against N.C. State that night, losing 8-3.

A shocking conclusion

Players and supporters thought the ordeal was over. Until the text message the morning of Tuesday, June 12, that set up the group call.

In an email from senior associate athletic director Joe Browning, Bass relayed a statement that: “The university has decided to go in a new direction with the pitching coach for our baseball program. We wish Matt the very best.”

Once told, the conversation took a less than cordial tone, with several players admitting to using profanity in regards to the situation.

As news broke on Twitter Wednesday morning, dozens of supporters voiced their opinion on the change, all echoing similar sentiment. The decision was called disappointing, terrible, unbelievable and a huge mistake. Supporters of Williams called him a hard worker, several attributing him as the reason they got to the level of baseball that they did because he took a chance on them.

Those interviewed for this story hope to see Williams get his job back, although it is unclear if that is a possibility. He is classified as an at-will employee, meaning he can be terminated at any point without cause.

 

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