How to support and develop a value attitude to physical culture and sports in the changed social conditions? A survey of specialists involved in the implementation of sports training programs showed that now, due to a sharply reduced number of children who want to do sports, there is only recruitment instead of selecting children for sports training programs. The situation with physical education among different groups of the population is similar. To solve the problem, the authors suggest testing an innovative project for the training of sport leaders. As a basis for the study, experimental activity is used within the framework of a regional experimental (innovative) platform - the Regional Center for the Development of Physical Culture and Sports with a department of sports training in karate. The purpose of the article is to present the interim results on the implementation of the Sport Leader project. Scientific novelty and theoretical significance include new approaches to the development of motivation for physical culture and sports in the population. The practical significance consists in the possibility of mass dissemination of the experience of training sports leaders and the use of methodological recommendations in pedagogical activity. Fundamental changes in social life require new approaches to the development of motivation for systematic physical education and sports, based on strengthening family values and actualizing the leadership abilities of junior schoolchildren.