Who We Are?

The Rock Sports is a not-for-profit organization. Our focus is to develop youths’ self-efficacy and confidence to help prepare them for a successful future. We empower youth through athletic achievement, player development training, life skills workshops, and mentorship programs. We see basketball as a tool to help youth reach their best life. We believe “Basketball excellence is not a destination; it is a journey.”

The Rock Sports’ president/founder is Keith Vassell. Coach Keith is a successful coach and player whose resume shows professional, U Sports, OCAA, and high school experience. Before that, an 11 years professional and Canadian national team player. Throughout his life, Keith’s passion is to see youth engaged in pursuing excellence in pursuing their dreams to be their best.

What makes our training programs unique is The Rock Basketball Systems. Coach Keith through his over 30 years of basketball experience and his many years of researching proven systems to develop players successfully. The Rock Player Development System is designed to address each player’s individual needs in a customized training program. The workouts assess players’ abilities frequently then prescribe challenging training in an organized and systematic way. Players strive to reach progressive milestones, which helps them to have mastery of their basketball skills. The Rock Training Programs utilizes these systems to achieve athletes’ peak performance.