We all know sports can teach you teamwork, discipline, and perseverance. But for Dan Williams, founder of Sports Serve, the real victory is shaping who you become along the way.
“I help parents, coaches, and athletes build stronger character through sports,” Dan says. “Winning is great, but the ultimate goal is becoming the kind of person who thrives both on and 0ff the field.”
Through his CHARACTER advantage framework, Dan equips coaches, mentors athletes, and partners with parents to turn every challenge, setback, and success into fuel for growth.
From Taiwan to the Turf
Dan’s story starts far from the fields of Atlanta. It actually began in Taiwan, where he grew up as the son of missionaries. Sports were more than just games for him; they were a way to connect, make friends, and learn about himself.
From playing college sports to working in sports retail and competing in semi-professional soccer, Dan has lived and breathed athletics. But his biggest turning point came when he took the helm of an urban basketball league that brought youth and parents together in a meaningful way.
“It made sense,” he says. “Sports became a space where people could grow mentally, physically, socially, and spiritually. And it was natural to create partnerships between churches and organizations committed to nurturing the total person.”
Learning New Plays at 58
Today, Dan is stepping into new territory: social media. He’s launched a YouTube channel, CHARACTER advantage, and is embracing the challenge of learning video creation.
“It’s exciting,” Dan says. “My college-age kids help me a lot, and I love that I can now directly reach and serve people with the lessons I’ve learned over the years.
”Stepping Into the Gap
Dan’s advice for anyone starting their business journey? Don’t be afraid to go where no one else is going.
Back in 1993, he started Atlanta’s first urban/suburban league, bringing together 120 kids (40% from urban neighborhoods) to play, connect, and learn from each other. “Bridging those two worlds changed lives,” he says. “If you see a need, fill it. But know exactly what you’re trying to accomplish.”
The Chef’s Hat
Here’s something you might not know; Dan is an excellent cook. His love for food began in Taiwan, where he tagged along to markets with his caregiver and learned to appreciate the smells, tastes, and traditions of the kitchen. “In another life I might have been a chef.”
If he could teleport for lunch, he’d head straight to The Golden Dragon Restaurant at The Grand Hotel Taipei, a place that holds some of his fondest childhood memories.
Why Cornerstone?
For Dan, Cornerstone is more than just a place to work but rather a place with vision. “The founders didn’t just create space for themselves; they created space for community. Place matters. Cornerstone matters. And the people here make it special.”