Our Story

More Than a Brand. More Than Basketball.

TR™ was born from a lifelong love for the game and an even greater love for the people the game has allowed us to reach.

Founder Billy “Coach” Cotton has spent more than a decade working with young athletes as a coach, trainer, mentor, and student of the game. His basketball journey stretches from DeRidder High School in Louisiana to McNeese State, and today he is a USA Basketball Certified Trainer dedicated to developing the next generation.

But the greatest accomplishments have never been trophies, wins, or recognition.

They are the kids.

Basketball gave Coach Cotton a way to reach young people who needed someone to believe in them, challenge them, hold them accountable, and remind them that where they start does not determine where they finish.

That philosophy became the heart of TR™ — Trust the Process. Respect the Game.

Trust the Process.

The process isn't always pretty.

It's early mornings, late nights, missed shots, setbacks, losses, doubt, and work nobody sees. It's learning to keep going when the results haven't shown up yet.

Coach Cotton has lived that process, coached through it, and watched young athletes grow through it.

Trust the work. Trust the growth. Trust what God is doing even when you can't see the finished picture yet.

Respect the Game.

Basketball has given Coach Cotton far more than a game.

It has provided a classroom for teaching discipline, accountability, humility, resilience, leadership, and love for others—the same principles at the center of the youth-development program he leads today.

Respecting the game means understanding what it can teach you long after the final buzzer.

Because eventually the ball stops bouncing.

Who you become along the way is what remains.

Faith Comes First.

At the foundation of TR™ is Jesus Christ.

Coach Cotton's journey through basketball, life, loss, fatherhood, coaching, and serving young people ultimately strengthened something greater than his relationship with the game—his relationship with God.

That faith shapes how TR approaches the kids entrusted to us.

We believe every child has value. Every child deserves someone willing to see something in them before they can see it in themselves. And every opportunity to coach, teach, encourage, or simply be present is an opportunity to serve.

Our faith doesn't mean everyone who wears TR has to come from the same background.

It means everyone is welcome, everyone has value, and we know Who we answer to.