The purpose of this article is to explore the relevance of Plato's "Sophist" in the context of coaching. The "Sophist" dialogue focuses upon the role of the philosopher as a therapist of the soul rather than simply a conveyer or wholesaler of knowledge. This article provides a rationale for the coach to be more than a technical conveyer of skill in which the athlete is perceived to be machine-like (i.e., homo mechanicus) in order to take on a more holistic role in the life of the athlete. Through the application of the noble sophist to the Ecological Task Analysis theory (ETA), we demonstrate how the fundamental perception of the role of the coach may be expanded and redefined to become more of a "midwife" for the birth of personal and moral development. (Contains 2 figures and 2 endnotes.)