Our Mission

HLA sharpens the micro-skills and mindset of serious hoopers while cultivating their awareness, intuition, and presence—developing not just better players, but more conscious, intentional human beings.

Our Vision

Our vision is to cultivate a year-round training ecosystem for serious, detail-driven hoopers—where micro-skills, mindset, and awareness are sharpened in a community committed to intentional growth. Through consistent sessions, clinics, and camps, we aim to position Roanoke and Southwest VA as a nationally respected hub for elite talent—producing athletes who matriculate to high-level AAU, collegiate, and pro ranks across the globe. This legacy is built by those who return to give back, and by every athlete who develops not just as a player, but as a conscious, intuitive human being.

Our Core Values

Standards-Driven Commitment

Every athlete who trains with us upholds a personal standard rooted in self-respect, accountability, and a deep love for the game. Whether in group sessions, clinics, camps or open runs, they show up with purpose, effort, and intentionality.

Obsession With Detail

We train those who are obsessed with the “why.” Our athletes embrace the nuances—micro-skills, timing, footwork, rhythm—and seek mastery through deep attention to detail, fueled by a genuine passion to grow and understand the game at its deepest levels.

Alignment Through Awareness

We develop more than athletes—we develop self-aware, aligned humans. Through mindful speech, embodied movement, and emotional regulation, our players learn to connect their mindset, body, and energy to elevate both their performance and their presence on and off the court.

Is HLA Right for You?

Hoop Love Academy is for:

+ Athletes in 5th–12th grade who love the game and are serious about growth

+ Hoopers hungry to master details—footwork, rhythm, body control, decision-making

+ Players willing to show up consistently, push past comfort, and train with purpose

+ Families who value long-term development over quick fixes or entertainment

+ Those who believe in becoming better athletes and more conscious, intentional people

HLA is not for:

+ Athletes who are just trying basketball out or aren’t interested in the grind

+ Players who only show up when it’s convenient or don’t want to be coached hard

+ Families seeking babysitting, entertainment, or basic recreation

+ Those chasing hype without doing the foundational work

At HLA, we’re building a culture—not just training. If you’re obsessed with the craft and ready to grow, you belong here.

Our Story

Hoop Love Academy is more than a training program—it’s a movement rooted in passion, community, and the transformative power of basketball. Founded in May 2019 by Player Development Specialist Mackenzie Lewis (Coach Mack), HLA was created to fill the gap between casual play and structured, progressive development.

From working with high-level athletes—including VHSL state champions and overseas pros—to training committed youth across AAU, high school, and individual levels, Coach Mack built HLA for those serious about mastering the game. Here, hoopers sharpen micro-skills, grow their confidence, and develop the mindset and emotional discipline needed to thrive on and off the court.

We don’t just build better players—we shape conscious, resilient human beings through consistent, intentional work. This is where passion meets purpose, and real development begins.