All you can do is try to understand them and deliver them the messages they expect and react well to.
Coaching is more than science. It is an art. You can have all the knowledge in the world and yet fail if you don’t adjust your methods to the subjects you are coaching. You can’t possibly teach a butterfly to swim, but you can always teach it to fly higher. Nobody argues with the fact that most coaches have a deep knowledge of their sport, but it’s a long way from mastering a sport to delivering this knowledge to others.
The world is in continuous evolution, and our generations evolve with it. Let’s take a look at the different generations we can find in the gyms. The entire business world has become aware of the fact that different generations have different styles, thus learning how to address their needs accordingly. There’s no reason for the sports world not to follow this approach.