The Court is Your Lab. Elevation is Your Mission.

More Than Training. A Place to Grow.

Building Identity, Character, and Purpose through sport.We help student-athletes build confidence, character, and direction—on and off the court.

Unlock Your Child’s Full Potential with Pro-Level Basketball Training – Build Skills, Confidence & Leadership for FREE!

Why Families Trust The rock:

Not just a Basketball Program—a Growth Journey. Rock Sports is where student-athletes develop through coaching, mentorship, and structured personal growth, not just competition.

We use in-person training to help youth strengthen their skills on the court while becoming more grounded, confident, and focused. Every part of our approach is designed to help your child grow as a student and an athlete.

How We Do It:

A Complete Growth Environment

The Rock Lab – In-person training sessions where athletes grow through hands-on coaching, resistance-based learning, and structured activities. Delivered through the Rock Lab App.
The Rock Portal App – Digital tools that support personal development, academic focus, and mindset growth at home or on the go.
The Journey Path – Four age-based groups that reflect each participant’s stage of growth and help guide their development.
Orientation First – A free session designed to help families understand the journey, ask questions, and explore if this path is the right fit before committing.

Start With Orientation – Not Enrollment

We begin with a free orientation because we want every family to understand the journey before taking their first step.

In the session, you’ll:

– Visit our training space and meet our coaches
– See how our programs work and what your child can expect
– Get a first look at The Rock Portal and our development system
– Ask questions and explore if this is the right fit

*A free training session comes next, but orientation opens the door with understanding and clarity.*

Four Training Groups:

We group athletes by both age and stage of growth:

What Guides It All:

Powered through The Elevation Institute, our approach is guided by a growth framework that’s grounded, intentional, and built to support real change, not just surface-level results. That supports youth development in a way that’s intentional, structured, and grounded in how transformation truly happens.

This isn’t just a program—it’s a path designed to help your child grow in mindset, identity, and direction.

Let’s Grow Together

Every journey starts with a step—but not just any step. One that’s grounded, intentional, and aligned with who your child is becoming.

Explore what this path could look like for your family:

Start with a Free Orientation

Get to know our training environment, meet the team, and explore if this journey fits your child’s goals.

In-Person Basketball Training

Discover how we help student-athletes build confidence and skill through hands-on coaching and team sessions.

Mindset & Growth Tools

See how our digital platform supports student-athletes with identity, focus, and personal development—on and off the court.

Still have questions? We’re here to help

About Keith Vassell

Keith Vassell has spent a lifetime in the game—but his purpose has always been bigger than basketball.

As a former pro player, university head coach, and international mentor, Keith knows what it takes to succeed at the highest level. But over time, he began to see something deeper: that the real win isn’t just a championship—it’s helping young people discover who they are and where they’re headed.

That’s why he built The Rock Sports—to give student-athletes a place to grow in confidence, character, and direction. His experience on the court shaped the training. But it’s his heart for transformation that shapes the journey.

Keith now leads the development of The Elevation Institute, the framework behind everything we do. It’s not about hype or hustle. It’s about real growth that lasts—on and off the court.

“I’ve coached champions, but what matters most is seeing a young person step into who they’re truly meant to be. That’s the win.”

Testimonials

“I had the pleasure of working and learning from Keith for two years and I gained a tremendous amount of knowledge in our time together. Keith’s passion for basketball and people really stood out to me. He was a coach and a person who truly values making the kids better both on and off the court! To see a coach invest in the entire person and not just the player was so powerful for me as a young coach and what I believe all coaches should bring to their craft. Keith was an incredible player and he brought that same passion and hunger to compete which made him the player he was into his skill development sessions with our players to make them better players. We both saw a lot of growth in our guys on the court but more importantly off the court in their growth as young men.”

Coach Chris Kraus

Head Coach Stonehill College (Most NCAA wins for a Canadian Head Coach)

Outside of basketball, Coach Keith was able to show me another side to life which was being a parent/ father to his children, how he carried himself within the community he had the respect of a lot of people. He showed me what it meant to be a leader, not only with actions but with how you carry yourself.
His strength as a coach, was keeping his composure in high pressure situations and motivating. There was never a point where he seemed panicked or in a state where it affected and rubbed off into the team and our play. We went into games with a lot of energy because of your motivation.

Coach Lequan Hilton

Head Coach Niagara College and Former player for Coach Keith

Keith Vassell is one of the most impactful basketball coaches in the country. His dedication to player development, from skill refinement to basketball IQ, is second to none. He has played a key role in shaping many of Canada’s top basketball talents by breaking down the game, teaching both fundamental and advanced skills, and instilling a strong strategic mindset in his athletes." "Beyond his technical expertise, Keith is an exceptional mentor. He knows how to motivate and inspire athletes to reach their full potential, creating an environment of accountability, discipline, and growth. His leadership, professionalism, and relentless drive ensure that players not only develop on the court but also build the character and mindset necessary for lifelong success." "Having worked alongside Keith in various coaching capacities, I can confidently say that his work ethic, deep knowledge of the game, and ability to connect with athletes make him an outstanding coach at any level. Any player or program under his guidance is in excellent hands.

Coach Dennis Thomas

Head Coach, DCBA U10/U12 Durham City Basketball Association

I’d say Coach Keith was one of the first people that actually believe I could become a trainer/coach, even though he said becoming a coach isn’t easy it still gave me the confidence to know it’s something I could do. He saw things in me I didn’t see in myself & it took for me to realize & take in everything he was saying to believe that I could actually be a coach/trainer. It’s the just the confidence he brings out of people is something I want to do if & when I start coaching & I always appreciated that.

Marcus Bonnick

Player and Basketball Skills Trainer

We (Kymani and I – Kymani’s dad- Lance Merraro) met Keith back in 2018, at a basketball practice, Keith was a guest coach/trainer. Kymani instantly gravitated to Keith not only for the wealth of knowledge about basketball, but also for the approach he took on utilizing basketball not only to help players make it to a “pro level” but to also develop life skills in a pursuit to achieve excellence that can be applied to all areas of their lives. Keith instilled in Kymani and the other players, that Basketball is not only a sport but also a powerful platform for teaching essential life skills. Keith would always say to the players “We as coaches have the opportunity to influence players’ personal development on the court and off the court by integrating valuable life skills, and life lessons into their training and gameplay”. “Basketball is inherently a team sport where success depends on the collective effort of all players. I want to help to teach you the value of working together toward a common goal, demonstrating how each of your contributions lead to collective success”. Kymani Merraro is now attending Indiana University of Pennsylvania (IUP), as the 1st freshman to be a starter in 19 years under his coach. This has a lot to do with his character, care for others and his development into a young man.
My deepest thank you, Keith.

Lancelot Merraro

Parent of Player