In sports, talent abounds, yet finding those with the passion to nurture it is often a challenge. In Rwanda's basketball scene, this sentiment holds true, but for 27-year-old Ali Rugira, coaching has always been an intrinsic part of the game.
Based in Maine, Portland, the Rwandan coach told Times Sport that, driven by passion, his journey was all about "trying to make a name overseas.”
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It all began during his formative years when he naturally assumed leadership roles among his peers, organizing games across various sports, including football, table tennis, and basketball. However, his transition to focusing solely on basketball was met with adversity.
Disheartened by negative experiences with coaches, Rugira witnessed many of his peers, including himself, abandoning the sport not due to lack of talent, but due to the influence of unsupportive mentors and, determined to change this narrative, he embarked on a mission to become the coach he wished he had growing up.
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Born in DR Congo to Rwandan and Congolese parents, he moved to Rwanda to pursue his studies. At the age of 15, Rugira found himself seeking alternative ways to stay engaged with basketball. Drawing on his innate leadership abilities, coaching emerged as the obvious choice.
He volunteered at local youth center, Club Rafiki, coaching for the club’s non-profit basketball organization, ‘Rafi-kids’. This marked the beginning of his coaching career, paving the way for opportunities to work with various sports development nonprofits and coach in diverse settings.
Division 1 and 2 in Rwandan Basketball
For Rugira, coaching isn't just about the game—it's about empowering players with a deep understanding of the "whys" behind their actions, turning good players into great ones.
His coaching career took roots after serving as the Director of Basketball Operations for Shooting Touch Inc., a sports-for-development organization headquartered in Boston, Massachusetts, and currently operating in Rwanda's Kayonza District in the Eastern Province.
Eager to make his mark, he would later transition to Rwanda's Division 1 women's national league, joining REG women's basketball club (formerly known as Ubumwe) during the 2019-2020 season.
"This marked a pivotal moment for me as I was at the time committed to elite-level coaching, guiding players to reach their full potential,” he said.
After his stint in the women's league, Rugira progressed to become the head coach for now-defunct 30 Plus in Rwanda's Division 1 men's National Basketball League during the 2020-2021 season.
"I joined 30 Plus through a connection with my fellow Burundian coach Richard Ngwijuruvugo, a former head coach of REG BBC and Tigers BBC. He introduced me to the team, and I met the qualifications required by FERWABA and FIBA for coaching certification,” he said.
Rugira became the sole coach of the team, working alongside team captain Yvan Rwema.
"Despite the team operating without fixed salaries for players or coaches, we managed to provide allowances for training transportation. We competed against well-established teams like REG, Patriots, and UGB all of which had sponsors,” he said.
Despite adversity, Rugira led his team to their first playoff appearance, achieving 7th place out of 14 teams in the league.
Reflecting on Rugira's coaching journey, Alain Claude Kabera, a sports podcaster and former colleague, shared, "Working with Ali at 30 Plus was inspiring. Ali&039;s dedication and passion for coaching were evident every day. He didn't just teach the game; he built strong relationships with his players, fostering a harmonious and supportive team environment."
To the Junior Celtics Academy
Rugira was the Regional Program Manager ‘Elevo learning,’ a social emotional learning sport company before he moved to the United States to join his wife in California. His wife had an opportunity back in Maine to work for the Boston Celtics G-League known as Maine Celtics.
But how did he find himself in the Boston Celtics’ academy?
"So we had to move back in Maine and, through the Boston Celtics G-League (Maine Celtics) president Dajuan Eubanks connection and my experience, I applied and got the job offer,” he said.
Joining the Jr. Celtics Academy in 2023 marked a pivotal moment in Ali Rugira's coaching journey. As the head coach overseeing operations in Maine, Rugira leads young players aged between 5 and 15 years.
The Jr. Celtics Academy, affiliated with the 17-time world champion Boston Celtics, is a premier youth development platform with a mission to provide positive basketball experiences that emphasize self-improvement, teamwork, and a lifelong passion for the sport.
The academy offers a range of programs including clinics, camps, leagues, and tournaments catering to newcomers to the game. They also run specialized programs like "In It for a Minute" and "Level Up" aimed at propelling young athletes into their next basketball or athletic pursuits.
Reflecting on challenges as a Rwandan coach in the United States, Rugira acknowledges the competitive nature of the coaching industry. Despite this, his primary challenge remains making a name for himself in a vast and competitive landscape.
Rugira's coaching philosophy centers on continuous growth, adaptability, and self-improvement. He emphasizes that personal development as a coach directly benefits his players' progress on the court.
"To all coaches out there, reflect on the fundamental reasons driving your coaching journey. Your motivations will shape your path and players' own success."
A defining moment of resilience occurred when Rugira was asked by a former boss to fix a game and deliberately allow his team to lose by 40 points for financial gain.
Refusing to compromise his integrity, he informed his players of the situation and left the game. This experience strengthened his resolve to protect his passion for coaching.