The development of values through physical activity has been a longstanding objective of physical educators and coaches. Unfortunately, there is little evidence about values education through physical activity. This paper discusses the problems educators have encountered in values development in a sports setting and presents a model through which a more productive approach to teaching can be taken. The model suggests that educators must make a stronger commitment to values education by being better role models and that they actually teach toward learning through the affective domain. It also utilizes a structural-developmental approach from Kohlberg's concept of moral reasoning as its base.