Teaching godly character vs worldly success

My son is really talented at sports and there's been some opportunity for elite travel teams, showcase tournaments, all that stuff. Wife and I are wrestling with how hard to push. The culture around kids sports is intense and I'm watching some of the families get pulled into materialism and pride in wins. We want him to work hard and pursue excellence but not at the expense of his character, his faith, our family time. How do you guys keep perspective on this stuff? Where's the line between letting kids be kids and teaching them to strive?