But he wonders if those playing are suffering as much hurt as those watching.
Latta (45), a former Otago hooker, has been appointed as a selector for the Otago side next year, and will also learn about the way a professional team operates.
Not surprisingly for a man with 161 games for Otago to his credit, Latta is passionate about Otago rugby.
So with the side coming off a disappointing 2008 season, finishing 10th and failing to make the quarterfinals, Latta put his hand up to help, wanting to put back some good old-fashioned Otago work ethic into the side.
"I was hurting when we were losing last season. It wasn't good," he said.
"But I wonder if the players were hurting the same. They may have been hurting on the outside, but not in the inside."
"When I played you got bought a beer if you won or you had to buy the beer yourself if you lost.
"You know yourself if you played a bad game. But these days the professional player likes to be told how good they are and not how good they aren't."
Latta had sought the head coaching job, and said there had been plenty of meetings and discussion with Otago Rugby Football Union bosses, before he accepted the selector role.
"But I'm not part of the coaching team. I have been part of that sort of set-up before and I felt uncomfortable in that role."
"I suppose you could say I'm an attachment," he joked.
Latta, married to Tracey, with three children: Kobie (13), Mikayla (11) and Madison (8), would still coach Otago Country, something he was looking forward to, and may sit some coaching courses and attend sessions at the International Rugby Academy of New Zealand.
He would also work with Otago players in the early part of the season.
"I have to learn all the technical stuff, the analytical stuff."
He had not been promised the Otago job for 2010.
"I may not want it. Things may have changed by that time. But I don't want any promises from them."
A builder in South Otago, employing six men, Latta said he did not want to be paid for the position.
"If I was here for the money then I wouldn't be here. I've got a business but I can look after that. That is my business."
