Recent scholarly writing has located performance analysis firmly within the coaching process. Although the what of performance analysis regarding system design and reliability has been well documented, the how and the why or use of video-based performance analysis within the coaching process remains less understood. Therefore, this thesis sought to develop an empirically-based understanding of some of the realities of the use of video based performance analysis feedback within the coaching process. Within a broad ethnographic framework, this thesis followed three key phases of data collection and analysis. Within phase one, a grounded theory methodology, was used to explore the what and why of the delivery of video-based performance analysi...