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To get his message across, he had the following statement printed in huge letters in the weightroom: "The pride in the winning tradition of the Texas Longhorns will not be entrusted to the weak nor the timid."<br>Football is a team sport, but Madden believes it's important to be flexible in your approach to motivation. "I'm not in their faces every day, because different things motivate different people," says Madden. "What happens sometimes with a lot of football players is that they're happy just to be at a university, and their goal has been to work as hard as they possibly could to get to that level. On the other hand, some players aspire to be even better than that and want to be professional athletes. What I have my players do is set daily goals so that they all work as hard as they possibly can to be champions."<br>As with many of his strength coaching colleagues, Madden, who has bench pressed 602 pounds, recognizes significant accomplishments in the weightroom. "We acknowledge a Lifter of the Year, who is the best-conditioned, strongest guy. That's a big honor." This year the award was a tie between Casey Hampton and Leonard Davis. Madden also has 6-foot by 6-foot pictures of all the other sports for other athletes who use the weightroom "to let them understand that this is home for all of them."<br>Madden is involved with coaching clinics as a guess speaker every year for high school coaches. In this area, he says that Bigger Faster Stronger "does a great job, and it's an honor to appear in their magazine. Over the years I've enjoyed how the magazine and BFS has evolved, and I really like what they do for the kids." <br>Madden considers himself the team disciplinarian. When he came to the University of Colorado, the story goes, the team had such a poor reputation that the local police would carry football media guides in their squad cars to help them identify troublemakers in the city. Says Madden, "At the University of Texas, as in the University of Colorado, I handle all the discipline, no matter what the discipline is. At Colorado I taught the guys how to take all that extra energy they had when they were off the football field and focus it on the field, and to work together to be the best team."<br>No matter how good a training program may be, injuries are a fact of life in football, and as such Madden believes, it's important for him to be involved as the third component in injury rehabilitation. "First you have your doctors, then your trainer, then you have me," says Madden. "All of us, including the athlete, communicate with each other on a daily basis. We keep our athletes informed about why we choose a particular course of action so they understand what's going on in their rehabilitation, and it works to keep them positive. Say a player has an injured right shoulder; we can still work on his left arm and on his legs so he doesn't get too far behind."<br>Another key in Coach Madden's strategy to getting the players back fast is Dr. Keith Pyne, who flie