The expression ‘there is no I in team’ is often used in team sports to suggest that no individual's needs, abilities or ideas should take precedence over the combined skills and efforts of the entire group. From a team culture perspective, I would tend to agree with this saying. However, the core principle of individualization also suggests that coaching and training should be based on the athlete's actual state of training, experience, athletic potential, and characteristics. Research has clearly shown standardized training program will produce a wide range of adaptive responses, with the same training producing large, small or negative responses among different athletes. How is a coach to deal with these seemingly contradictory points?