Motivation is a fundamental determinant of athlete engagement, adherence and long-term development within strength and conditioning (S&C). This article explores how Self-Determination Theory (SDT) can be applied by S&C coaches to foster more autonomous, self-determined forms of motivation in university athletes. The article outlines the motivational continuum from amotivation to intrinsic motivation, examining how autonomy, competence and relatedness influence an athlete's willingness to engage in training. Drawing on current research, it highlights the benefits of an autonomy-supportive coaching style and provides practical recommendations for implementation, including offering meaningful rationales, providing structured choice, acknowledging athlete perspectives, encouraging independent learning, delivering non-controlling feedback and reducing controlling coaching behaviours. The article argues that while coach-centred approaches may achieve short-term compliance, greater athlete ownership and long-term engagement are more likely when coaches create environments that satisfy fundamental psychological needs. By integrating evidence-based motivational strategies into everyday coaching practice, S&C professionals can enhance athlete buy-in, improve training consistency and support both performance and personal development.