In the not-too-distant past often the only time a coach would be ‘coached’ was during the process of earning their qualifications. Thankfully, times have changed.
Pleasingly, a rise in coach development is gathering pace inside clubs and their academies, with the twin aim of elevating coaching expertise, which will in turn benefit the players themselves.
Building on previous initiatives, the Premier League has introduced the Future Coach Developer Programme (FCD), a 24-month development programme that helps coaches improve their self-awareness and build the skills required to become an effective coach developer.
On the back of a pilot year across 2021/22, the first cohort of successful candidates – selected after an extensive interview process - began the programme in September 2022.
Three months on from their graduation at the Premier League’s headquarters, we sat down with seven of those involved to talk us through the experience.
How an induction with other coach developers in the Lake District helped to create strong bonds
Steve King (Southampton Coach Development Manager): “That event was one of the most impactful elements of the entire programme for me. We walked into the room on day one as strangers, but thanks to the activities and challenges we faced together – and the support we needed to give - I left feeling deeply connected with everyone. The outdoor challenges taught me a lot about understanding what people might need in periods of stress, and more importantly what they may not need.”
Elliott Head (Foundation Phase Lead, Bournemouth): “Oh it was amazing, and creating that bond between us a group was important. It made it easier to pass on honest feedback later down the line when we had to critique one another on the programme. Climbing up a waterfall with a slippery face was the toughest test for me. If you fell off, you had to get back on and start again, which was a test of your mental resolve.”
John Prince (Youth Development Phase Lead, Blackburn Rovers): “Those three days in the Lake District reminded me how much I really enjoy being taken out of my comfort zone. It actually prompted me to reflect on my own role, serving as a reminder that sometimes I do need to feel uncomfortable, and to find that different type of buzz.”
The FCD group were given the opportunity to grow through new experiences and expert knowledge
Danny Fenner (Coach Developer, The FA): “Every single in-person workshop got me out of my comfort zone, and that was such a helpful thing for me. Delivering a course in front of coaches comes fairly easy to me now, but around colleagues I am not always so comfortable. Thankfully, a safe place was created among the group that made it feel like there wasn’t always someone judging you. Every session was valuable.”
Ebun Thomas (Head of Academy Coach Development, Gillingham): “I thought it was great to listen to so many speakers who were not just from the world of football. Hearing from experts in different industries discussing what ‘high performance’ should look like was fascinating. There are some similarities, but plenty of nuances too.”
John Prince: “Going to Germany to visit their FA and a couple of clubs was a fabulous study visit, that was granted at our request. Listening to new people with differing ideas on coaching and coaches was interesting, and I know we were all appreciative of it.
The FCD delivery team went leftfield with one or two ideas, including a trip to the Comedy Store for an improvisation session…
Amy Kay (Foundation Phase Lead, Brighton & Hove Albion): “The idea of standing up in front of people cracking jokes was so nerve-wracking and not my cup of tea at all, but we had a real giggle. Discussing how to think on your feet was helpful for my day-to-day work too as it happens. I remember playing a ‘categories’ game in a circle, and having a funny response to someone that went a couple of goes before me, but by the time it was my turn the moment had gone, and I had to let it go. Now, if I’m in a big meeting at Brighton I am learning how to recognise when to say things, and when something can wait. Letting things go is a big part of what we do.”
Ben Hicham (FIFA Talent Coach): “It was a situation I never imagined myself being in, especially as English is not my first language, but afterwards I reflected on how useful it had been. In our working days we always must improvise, and make sure that what we say on the spot, comes out coherently.”
Further learning at the King Power Stadium at a workshop entitled ‘Challenging Conversations’
Amy Kay: “Learning how to deal with awkward conversations is one of my biggest takeaways. I used to avoid confronting certain situations, fluffing things up a bit I guess, but whether we like it or not, challenging conversations are a part of life working in football. I’ve learned that honesty and directness are the best way to approach things.”
Ben Hicham: “The actors were pretending to be various people from sporting directors to unhappy colleagues, a disillusioned parent etc, and we had to handle those conversations professionally, without losing emotional control. We watched some of our friends flounder a bit on a screen in the other room, thinking it’s no big deal it can’t be that hard, but once in the hot seat my blood pressure and heart rate went through the roof I suspect! They did not feel like actors, and it was an important experience for all of us.”
John Prince: “Knowing what you want out of a conversation, and having real clarity about that, is something I picked up on that day. I’m quite happy to think on my feet, but actually having a clear intention before you even start talking, helps you to direct it the way you want it to go.”
Ebun Thomas: “This was my most uncomfortable moment, as I’m the type of person who has always tried to nip things in the bud before things get to that point. Thank goodness I experienced that workshop though, because a month after taking up my current role there I was sat in front of the Director of Football, Head of Recruitment and Academy Manager who were all quizzing me about my plans. Having been through ‘Challenging Conversations’ at Leicester, I thought to myself, “it’s OK, I’ve got this” which I may not have been able to have done before.”
Each participant in the FCD programme was provided with a mentor, who would be readily available for shared dialogue and advice. This was unanimously welcomed by the group
Danny Fenner: “My mentor Andy Cole is a certified psychologist, and he was out of this world for me. We’d speak every four to six weeks and after each chat there would be something to follow up, so he was an incredible driver. He also connected me with some great people in disability sports and under-privileged communities.”
Steve King: “Jason Lee was my mentor. He’s so experienced in coach development and coaching and has supported my development in a fantastic way. If I’m honest, I didn’t know how to use a mentor before (I was using one at Southampton) but this process has helped me become a better mentee. I’ve maximised his knowledge, reflective techniques and strategies, and it’s given me a new perspective.”
Ebun Thomas: “I was effectively unemployed when I met Barry Quinn, so we’ve been on quite a journey together! Having a mentor who has seen it and done it as a Head of Coach Development and as a Coach Developer was invaluable. So many times, he could draw on his own experiences to help me through something, and we consistently bounced ideas back and forth. I can’t thank him enough.”
The conversation turns to the type of learning that was on offer across the FCD programme, with its person centred and self-directed approach seen as positives
Ben Hicham: “At no stage did I feel like I was there to learn from someone. I’d describe it as learning for yourself, through scenarios or situations that had been set up for us. It was a form of self-teaching in a way. The programme constantly activated our thinking.”
Elliott Head: “Yes, I liked how what we did was tailored towards the strengths and weaknesses of the group, or even us as individuals. It was the opposite of following a textbook. The delivery team would switch tact based on what we fed back to them.”
Amy Kay; “I agree. It felt like a bespoke learning experience. This was not about ticking off X’s and O’s, and you won’t be taught how to play 352, but you will learn how to work with other people, how to help other people, and of course how to understand and develop yourself. The wonderful delivery team and the range of people involved in the process made it special.”
Two years on from enrolling on the FCD programme, the benefits of their combined experiences are now being put to good use in the workplace
Steve King: “The European Mentoring and Coaching Council (EMCC) certificate we took has really supported my work at Southampton. I’ve applied so many things I learned from it in 1 to 1 conversations with coaches. I feel I have better awareness of individuals and how to frame conversations that support the evolution of our relationships.”
John Prince: “It’s broadened my understanding of coach development, and made me realise there are different, more informal ways to achieve the goals we set. I’ve seen this first hand by pairing a very experienced Under-14s coach with a relative novice last year - and without making it the main focus, our long serving coach has brought him on amazingly well; more so than I have in my role. Through conversation, observation and time spent together he’s produced terrific coach development.”
Elliott Head: “Inside the office I’ve found myself thinking on my feet with greater confidence. I have also begun to use a technique we learned on the programme, that was dubbed ‘Yes and’. So, when a fellow coach suggests something, you are not sure about, instead of putting your guard up and saying we can’t, I’ve learned to respond with a ‘yes we could do that, and we could also think about doing this as well’. At first, I wasn’t sure how effective this would be, but in practice I like it. It’s good to be positive with people and be open to fresh ideas.”
Amy Kay: “This programme was all about working with others and recognising how to give effective feedback. It’s been hugely beneficial to me from a coach developer point of view, and for my player coaching as well. It’s made me more self-aware and comfortable with what I’m not so good at, and the same goes for what I do well. It’s hard to explain but I went into the experience quite low on confidence, thinking I didn’t know a lot. I’d say I still need to learn more, but the difference is I am now confident that that’s OK.”
Steve King: “For me, it’s enhanced the foundations I had, but also given me some new areas I can look at developing. I view this programme as part of the journey. I may have finished those two years but it’s not the end. Now I have some elements in place that will help me grow and improve.”
The knowledge gained has made a difference according to one of the FCD graduates
Danny Fenner: “I like to think of it as the iceberg effect. Now you can see me on top of the ocean and I’m basically the same guy who started this programme, just a little bit more confident and knowledgeable. However, underneath the surface all the things I learned from those workshops, crazy experiences, from my mentor, and the EMCC qualification are still flying about. My brain hasn’t connected to them all yet, and I haven’t been able to put some to the test in work – except for my mentoring - but when the moment comes, I know the light bulb will switch on when I need it. So much of what I picked up is ready to go.”
The final thoughts of each graduate and advice for future participants
Ben Hicham: “Anyone who is lucky enough to get into this programme will become a better coach, a better person and learn how to optimise their own performance, as well as the performances of those around them. I can’t recommend it highly enough.”
Elliott Head: “The support we had from the FCD delivery team was excellent, and everything was so well organised. As the programme was spread out over two years it didn’t feel too intense either, the balance was spot on.”
Danny Fenner: “Whether you are a coach developer now, or simply thinking about being one later down the line, it’s a no-brainer to apply. My advice is to come with an open mindset, embrace the challenges, and when you are back in the workplace give some of the things you picked up a try.”
Ebun Thomas: “Two years ago I was out of work and now I am a Head of Coach Development at Gillingham’s Academy. It’s been such a beneficial experience. I just hope that moving forwards the FCD programme can capture other people who are at a low ebb like I was, and give them this opportunity too.”
Amy Kay: “Go into this opportunity with an open mind, and you will come away being aware of so many things that you would never have thought about before. A big thank you to everyone, who made it such an amazing experience.”
John Prince: “Part of my role at Blackburn Rovers is in coach development, as well as the coaching itself, and I don’t see the two as mutually exclusive. The things I learned on this programme will definitely make me a better coach, as well as improving my ability to be a successful coach developer.”
Steve King: “It provided me with genuine insight and excitement around where coach development currently is, and where it might go. No two coach developers are the same, there’s no blueprint for success. On this programme we simply picked up great core knowledge, new skills and behaviours, and now it’s down to us to hone and use them to support the people we are working with. I’m so glad I signed up.”
With the final word, a delighted Scott McNeill, Head of Coach Development at the Premier League, says, “By creating a pipeline of coach developers through the Future Coach Developer programme, we remain committed to developing the skill and expertise of coaches within the professional game. We are particularly proud of this latest cohort on the programme and the team that supported them. We are excited to see how they progress within their academies and clubs.”
