That’s the theme Belmont Abbey College President William Thierfelder is pursuing through a Web site and through his efforts to change the sports culture at his school.

A former Olympic caliber track-and-field performer who worked for years with pro athletes before taking his current post, Thierfelder says sports have strayed too far from their original purpose: helping people develop character and virtue.

He discussed the topic during today’s John Locke Foundation Shaftesbury Society meeting.

4 p.m. update: Watch the entire speech here.