Viral sensation 'Coach Ballgame' using platform to take new approach in teaching

NEW YORK -- He’s the guy in the fedora, wearing red stirrups and carrying a megaphone. You can’t miss him, even in the heart of Times Square.

While most baseball coaches opt for the traditional garb of uniform pants, a jersey and a cap, Coach Ballgame makes a point to stand out in a sea of people.

James Lowe, known since 2005 as Coach Ballgame, has spent the past 20 years running baseball camps, after-school programs and private lessons for kids aged 3-12. His social media posts that include on-field demonstrations, interviews with Major Leaguers and videos poking fun at overbearing Little League parents have garnered over 139,000 followers on TikTok and nearly 225,000 on Instagram.

“It's like an overnight success, 20 years in the making,” Lowe said.

The get-up isn’t the only thing that stands out with Lowe. It’s the high-energy storytelling, the catch phrases and the on-deck conga drum. Lowe uses baseball merely as a “vessel” to help teach both kids and parents love of play and how to develop character.

Lowe moved to California in 2005 after graduating from Brown University and began exploring his various passions. The arts, writing, directing, storytelling, music. The hobbies held his interest, but ultimately coaching paid the rent. With the help of his own mentors, Lowe thought of a way to put his talents together.

“I can bring in the entertainment factor,” Lowe said. “I can bring it all in and it works for this gig, which is barely baseball. It's way more about: How many life lessons can I teach on a baseball field?”

Lowe operated under his own power for roughly the first 14 years of his coaching career. That changed in 2019, when his partnership with Major League Baseball first started at the recommendation of good friend and award-winning announcer Joe Buck, who saw something special in Lowe.

Buck flew to the Commissioner’s Office to bring MLB’s attention to Coach Ballgame and consequently “opened the door” for Lowe. With the help of Buck’s advocacy, Lowe has grown his business to include over 25 coaches, camp tours spanning the U.S., and recently, a trip across the pond for the 2024 London Series.

Coach Ballgame challenges kids to “paint a picture of who they are,” to help create a nickname for everyone in his program. At Thursday’s Play Ball event in Times Square, that exercise led to a lot of “Aaron Judges” and “Juan Sotos” stepping up to the plate, but it also resulted in a 1-2-3 order of “Ball Four,” “French Fry” and “Cauliflower.” Though they’re distinctive, it would seem near impossible to remember every moniker. Not for Lowe.

“I love a good challenge, that's for sure,” Lowe said. “And I think I'm just stubborn. I won't let a kid slip through the cracks.”

Holding onto every nickname is not only a testament to a strong memory, but an indication of the level at which Lowe invests in every kid who comes through one of his camps. Lowe has watched kids become teenagers, students become coaches and even some go on to play professional baseball.

“I want to be the coach that when a kid is in a dark moment, I'm the person they think of and maybe even want to text or call,” Lowe said. “And then when they're getting married, I want to be the guy that gets the invite. I really want to create that lasting impression.”

Coach Ballgame became aware of how far his reach extended during the height of the pandemic in 2020. With in-person coaching no longer an option, Lowe was on the verge of applying for a job at the grocery store. His wife Tara -- who has embraced the title of Mrs. Ballgame -- stepped in and encouraged Lowe to fully lean into the Coach Ballgame persona, resulting in three months of Lowe teaching virtual physical education classes from his backyard.

As his popularity grew across multiple platforms, Lowe reached what he called a “turning point” when he received a call from a stranger named Sandy.

“She said, ‘You don't know me, but my husband just passed away after a long fight with cancer,’” Lowe said. “‘Before he died, he watched your videos and he loved what you did. He was a teacher and a coach for 50 years. He loves joy. He loves building character.’”

In lieu of flowers, the Schrecengost family asked for donations to Coach Ballgame at Sandy’s husband Dave’s funeral and collected over $20,000 -- which Lowe used to fund a national sandlot tour free of charge to kids.

“That was the jump,” Lowe said. “It was a leap of faith. Me and my wife doing the online classes and then it was an act of kindness, a random act of kindness that started this whole thing.”

“A random act of kindness” falls in line with Lowe’s curriculum, which puts a heavy emphasis on compassion and staying even-keeled. Lowe shares stories of Roberto Clemente and Jackie Robinson. He plays the drums and initiates “Atta Boy” and “Atta Girl” calls and responses to encourage support.

The proof of his success could be seen on Thursday in Times Square, where, in the middle of flashing lights and hustle and bustle of a city coming to life ahead of the work day, Lowe held the gaze and attention of dozens of New York-based baseball and softball youth players.

“I know it's a gift and I don't take it lightly,” Lowe said. “I just really love doing it. … I love gathering kids and engaging them and making them fall in love with something and become a better person. It's my favorite thing to do in the world.”