Jabari Sims

Jabari Sims grew up knowing he had a story worth telling. What he didn't know was how much of it would be written in failure, setback, and the quiet reckoning that happens when no one is watching.

Before becoming The Main Character Coach, Jabari spent over two decades inside schools as an educator, coach, and mentor. He coached high school basketball and is a former program director at Boys and Girls Clubs, Garden Grove, California. At 48, with no military background, he self-funded his certification as a Protective Security Specialist and deployed as a private contractor to the U.S. Embassy in Baghdad, Iraq. Not because the path was clear, but because he stopped waiting for permission. That experience gave him credibility no resume can replicate.

The IT'S ME Protocol was born from Jabari's own journey and refined through thousands of hours working with students and athletes. It is a five-step process that moves people from passive to purposeful and from reactive to decisive: Identify It, Take Responsibility, Stop Scanning, Make the Main Character Decision, Execute. Simple language. Permanent shift.

Jabari focuses on K-12 schools and athletics because he has lived inside both for over twenty years. He knows how students think, what athletes need to hear, and the difference between a room that claps and a room that changes. Whether it's a school assembly, a student leadership day, a team meeting, or an athletic department training, he brings the same question into every room: are you living as the main character in your own story, or waiting for someone else to write your next scene?