COACHING IN AN ACTIVE NATION - THE COACHING PLAN FOR ENGLAND - Sport England
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CONTENTS INTRODUCTION 4 COACHING IS CHANGING 6 WHY COACHING? 8 COACHING AND BEHAVIOUR CHANGE 11 THE CURRENT STATE OF PLAY 16 GOAL SETTING: CLARIFYING THE OBJECTIVES 18 RISING TO THE CHALLENGE: HOW WE WILL OPERATE 19 THE ENABLERS 21 THE TACTICS BOARD COACHING IN AN ACTIVE NATION 22 WHAT DOES THE COACHING PLAN FOR ENGLAND SEEK TO ACHIEVE? 29 WHAT WILL THE COACHING PLAN FOR ENGLAND MEAN FOR ME? 30 SOURCES AND LINKS FOR MORE INFORMATION 32
INTRODUCTION Good coaches inspire people to get active and think about coaching and how we talk about stay active. Good coaches also guide those coaching. It is a challenge to transform how on a journey of improvement, including those we find good coaches and how we support with talent, to progress faster and further than them. It is a quest to find new ways to improve they could on their own1,2. Additionally, the the quality of coaching and extend its reach. act of coaching brings individual and personal wellbeing to the coach and the participant as Turning the Coaching Plan for England into a well as making valuable, social and economic reality will take creativity, courage, collaboration contributions to society. and leadership. Most of all it will take the skill and ingenuity of you, the coaching community: In short, good coaching has benefits for the your ability to understand the people you people who participate and benefits for the engage with; your experience of working in people who coach. Good coaching is good difference places and spaces. for everyone! Together we have the skills and resources to At the moment, coaching predominantly develop coaches capable of providing excellent supports the people who already have a regular experiences - engaging and rewarding sporting habit. These people are important, and experiences that bring a host of benefits: improving their experience is a key aspiration. health, confidence and new abilities for the But for the first time, we also want to unleash participant; pride, respect and new opportunities the power of coaching for all of those people for coaches; cohesion and expanded taking their first steps to becoming more horizons for communities. Together, we can physically active so that they too can benefit change the way people experience sport from the support that good coaches provide. through Coaching in an Active Nation. To achieve this, there is a need to reconsider #excellenteverytime the way that coaches are recruited, developed and deployed so that they can reach a wider audience and support more people to reach their goals: whether that’s achieving a new personal best, attending a session with friends every week or getting some support to help complete that marathon that they thought they couldn’t do. The Coaching Plan for England has been developed following an extended period of consultation and research to establish a series of guiding principles, commitments and actions that will cultivate a community of coaches that are so inspiring and motivational that our active nation is drawn to participate. The Coaching Plan for England represents a ‘call to action’ for everyone in the coaching community in England to modernise how we Coaching in an Active Nation – The Coaching Plan for England 5
COACHING IS CHANGING THE ‘COACHING FAMILY’ A NEW DEFINITION IS GROWING OF COACHING GRAHAM’S STORY Coaching is changing. New coaching roles are Sport England has developed a new and broader “I became a volunteer first, then I started Graham volunteers each week at numerous emerging in response to new participant needs. definition of coaching in line with our strategic getting more and more active. Now I coach community clubs. Graham is also a first These new coaching roles are being taken up commitments to support a broader range of to help others to get involved.” port of call for support at events. Emma by people with different backgrounds, reflecting participants in sport and physical activity: Cranston, Club Development Officer the audience they are working with. The style This story from Disability Sports Coach, a commented, “Graham is a hit wherever he of coaching is often less about technique, and “IMPROVING A PERSON’S EXPERIENCE London based organisation working to get goes. He is a superb example of how sport more about the experience. OF SPORT AND PHYSICAL ACTIVITY BY disabled people more active, illustrates how can turn around the life of a young person PROVIDING SPECIALISED SUPPORT AND volunteering and coaching is supporting with a learning disability.” The Coaching Plan for England seeks to create people in multiple ways. more of these roles and to make it easier for GUIDANCE ALIGNED TO THEIR INDIVIDUAL Over the last 3 years Graham’s coaching people to perform them. Once they have NEEDS AND ASPIRATIONS.” Graham was not very active and spent skills and the manner in which he conducts started their coaching journey, the plan also sets most of his time bored watching television. himself within sessions has gone from out clear actions to help them do the best they This definition challenges us to reconsider how In 2013 Graham was looking for work and strength to strength. Graham’s dedication can for the participants they work with. we think about coaching. Some people may stumbled across an advert at Southwark in the last year has led to being recognised not consider themselves as a coach in the Volunteer Centre in 2013. externally. In 2015 and 2016 respectively he traditional sense but they will be using coaching was short-listed for volunteer of the year in skills to engage people and deliver a great Since that day Graham has developed a Westminster and Wandsworth. Graham this experience so they will fall under this definition. love for coaching and become an integral year also received an honourable mention at part of the team, “Before I joined, I only The London Sport Awards. Placing greater emphasis on identifying and watched football and boxing on the TV. Now developing people with these behaviours, values I play sport 3 times a week and want to be In January this year, London Sport supported and attitudes, the so called ‘soft’ coaching a sports coach. The staff and coaches here Graham to complete his FA Level 1 football skills, will be a priority. Finding more people are some of my best friends.” qualification. Graham has since been mentored like this will help to produce a new generation to take more of a lead in sessions. of coaches better equipped to engage people and help them change their behaviour. The experience providers COACH HELPER ACTIVATOR INSTRUCTOR HOST LEADER TEACHER COORDINATOR ASSISTANT COACH LEADER/GUIDE LESS EXPERIENCE AND TRAINING MORE Coaching in an Active Nation – The Coaching Plan for England 7
WHY COACHING? THE BENEFITS COACHING BRINGS TO PARTICIPANTS AND THE COMMUNITIES IN WHICH THEY LIVE PHYSICAL WELLBEING MENTAL WELLBEING Encourage physical activity Improve mental wellbeing • Adults who are coached • Coaching provides are less likely to stop motivational climates that participating than those can increase people’s who are not. self-esteem, self-worth, enjoyment, vitality and • Coaches can promote the resilience of sporting habits benefits of physical activity to the next generation of • Coaching others does all children and young people, of the above for the coach A DUAL IMPACT… Reducing the establishing a resilient habit likelihood of Our insight shows that a poor coaching someone having a early on experience can put people off engaging in sport poor experience and physical activity in the future. The activities ECONOMIC DEVELOPMENT INDIVIDUAL DEVELOPMENT included within the Coaching Plan for England provide a ‘dual impact’: reducing the likelihood Increase economic Promote individual of someone having a poor coaching experience Helping people growth through coaching COACHING development on the one hand and creating more coach-led start and keeping CONTRIBUTION TO experiences that encourage people to get them motivated to • Volunteer coaches HEALTH, WELLBEING • Coaches build going and keep going. continue contribute up to four AND DEVELOPMENT confidence, character hours per week OF SOCIETY and connection in sports participants • Coaching provides employment • Coaching promotes opportunities – More self efficacy and A DUAL BENEFIT… than 200,000 people draws people into a Coaching contributes make their living community of other In ‘Towards an Active Nation’ we outlined our to the wellbeing SOCIAL AND COMMUNITY through coaching people committed to aspiration to develop a volunteering strategy and development of DEVELOPMENT self development and that recognises that volunteers obtain wide participants Enhance social cohesion personal growth ranging benefits from the act of volunteering, / promote inclusion as well making a valuable contribution to the sporting experience for other people. • Coaching can be used as a powerful Coaching contributes tool to engage young people in As 3/4 of the coaching family is voluntary we to the wellbeing and positive activities and reduce anti- aim to recognise this same ‘dual benefit’ in development of the social behaviour (e.g. Kicks, Street- voluntary coaching and view coaching as a coach games, Positive Futures, etc.) specific form of engagement in sport which • Exposure to a coach can have provides individual benefits that should be lifelong positive consequences encouraged for its own sake. Coaching in an Active Nation – The Coaching Plan for England 9
COACHING AND THE DUAL BENEFIT OF COACHING GOOD FOR THE PARTICIPANT – GOOD FOR THE COACH BEHAVIOUR CHANGE KATE’S STORY As head coach of Manchester Triathlon Then there is the series of women’s ‘Go Tri’ Club, Kate looks after the interests of over days the club has organised as an introduction COACHES HELP PEOPLE GET ACTIVE ENGAGING INACTIVE PEOPLE 500 participants “Coaching is everything to to triathlon racing, and which provide that AND STAY ACTIVE - COACHES CAN MAKE OR BREAK me,’ she says ‘Because I am part of such all-important stimulus to nudge people from ATTEMPTS TO GET ACTIVE a big club, you really see how much it contemplation to action. We’ve all been there. We make a commitment touches people’s lives. to ourselves to be more active and get more For most people, taking the first steps to “These are for women who might never have exercise. We set our sights on a goal that getting more active is difficult and intimidating. “One lady is managing a serious condition really thought about triathlon. Some who really matters to us. We know it is good for Millions of people want to be more active, ‘struggling to even walk from the lounge to have got involved were still breastfeeding, us, and we know we’ll feel much better when and have an intention to do so. But emotional the kitchen a few years ago’, Kate has been some have low self-esteem. It was great to we’ve done it, but taking those first steps barriers like fear of judgement, shame, and there for her every step of the way, including help give them that feeling of empowerment. is difficult and – even if we manage to keep feeling that you’re not good enough can stop at the finish line when she completed it going for a while – it can be easy to slip us before we get started. Some of us carry her target of running the Manchester half “You become aware that, actually, you can back into old habits. Getting more active strong negative memories of our experiences marathon. provide that necessary nudge and can and staying active is really hard work. Having of sport and physical activity from the past. influence people to believe in themselves someone who really understands what you Some of us feel that our days of being active “For me, it is things like this that make a bit more.” want to achieve, and guides the journey in a are behind us because our lives and our coaching almost more fulfilling than when I way that works for you, can be the difference abilities have changed. was competing,” she says. “You still get that between keeping going and slipping back. big buzz from being part of something.” “COACHING IS Effective coaching is much more than the It takes courage and effort to overcome these barriers and get involved in a new activity. EVERYTHING TO ME” clichéd picture of people in tracksuits shouting instructions from the side-lines. Good coaching The quality of the first few experiences for people trying to get into activity will make or is about connecting with people, understanding break their attempts to keep going. A good their needs, and helping them to do something coach can create a great experience for a that they might struggle to do by themselves. person in at this stage by being welcoming, understanding, encouraging and supportive. Coaches can play an integral supporting role in helping people to get active and stay Connection, understanding and great active. Behaviour change can be thought experiences – important ingredients that can of as a journey, and coaches have a major help people to change their behaviour. opportunity to influence that journey at particular stages. Just ask Kizzie Payne from Our Parks, her ‘Parkers’ come out in all weather to attend her sessions. The Coaching Coaching in anPlan Active for Nation England: – The Coaching Coaching 2.0 Plan – A new for England operating system for coaching 11
ENCOURAGING A REGULAR HABIT how rewarding it feels to do it. We now know KIZZIE’S STORY – ‘DIVERSITY BRINGS DIVERSITY’ that it can take a person anything from 3 months to 2.5 years for a physical activity Taking part in an activity once, twice, or even habit to feel strong. Kizzie Payne, 40, discovered her passion for “I know what it is like to make those first steps coaching through ‘Our Parks’ – an initiative and how easy it is to be put off so I want to three or four times does not guarantee that we will stick with it. Building any new habit is So how can coaches make it easier for people bringing free exercise classes to local parks make sure that every session is as welcoming difficult, and building a new sport or physical to stick at it? Coaches can’t, of course, throughout London. as possible – I also know how important activity habit is really challenging because of remove the effort involved in actually doing an those ‘nudges’ on social media are!’ the amount of effort it takes to actually do the activity, but tailored coaching that meets the “As a teenager, if you’d told me one day I’d be activity, as well as the effort it takes to arrange needs of individuals - in terms of their activity a coach I’d think you were joking! At school Born Barikor is the founder of Our Parks. our lives around it. Building habits is all about and their lifestyles - can really encourage and I wasn’t sporty – and I also have Ankylosing He says that people like Kizzie are the basis how many times we repeat something, and motivate people to keep going. Spondylitis [a form of spinal arthritis] so wasn’t of the success of the initiative that has necessarily very healthy either. It’s a condition encouraged over 30,000 people get involved where you have to keep moving or you seize up, in their fun fitness activities. “Kizzie jumped out so as an adult I had to do some exercise. because of her enthusiasm, you could really URSULA’S STORY tell that she connected with people and could “I heard about Our Parks through a friend. create a buzz, and that is what we look for in I went along and carried on going because a coach. She has a natural sense of how “I met my coach over a Cadbury’s mini roll! “He reminds me that I’ll get there when I get I really enjoyed it. I’m someone who likes people feel when they first come which is there and the weight loss is just a bonus to being motivated by other people. I love that priceless and really puts them at ease. There “I had some success using the ‘couch to 5k’ all the other main benefits. Like I’m no longer feeling, when a class is getting hard, and you are lots of people out there with qualifications app and had lost a bit of weight with it. But I out of breath when walking the dog! I can catch someone’s eye and have a little joke. but if you haven’t got the people skills then lost motivation when my weight loss slowed walk and talk - which I know everyone can you won’t be the right fit for us.” down and I ended up putting on weight but I used to have to stop to catch a breath! “As my fitness improved I wanted to share again. I was pretty miserable and didn’t really the benefits of exercise with other people by know which way to turn. “I really can’t believe it! I have tried losing weight and exercising for many years, only becoming a trained instructor. Being a good instructor is about personality. People don’t “I WANTED TO SHARE “I met my coach at a school picnic, he saw to lose a bit, give up and then put what I’ve want to be told off – it’s about empowering THE BENEFITS OF me refuse a Cadbury’s mini roll because I was trying to be good and we got chatting. lost on and then gain another stone, now I’m just 1.5 lb shy of losing 2 stone, I feel them. It’s vital to offer adaptions of exercises to people with different abilities, then they EXERCISE WITH He helped me to realise that exercise isn’t just about losing weight, it should become fantastic, I have loads of energy and I’m actually enjoying it!” achieve without feeling inferior to others in the group. OTHER PEOPLE” a part of my life and it should go along with improving my diet. We made a simple plan (on the back of a napkin!) and I check in with him on Facebook once a week to update my “I MET MY COACH progress. It helps that he is approachable and non-judgemental and he doesn’t look OVER A CADBURY’S like some kind of muscle man – that would be too intimidating. MINI ROLL!” Coaching in an Active Nation – The Coaching Plan for England 13
ENCOURAGING A REGULAR HABIT We cannot – of course – rid ourselves of these SUPPORTING PROGRESSION Working with talented athletes is hard. - COACHES CAN HELP PEOPLE disruptions. They are a fact of life. The aim is that, – COACHES HELP THOSE WITH The skills required to challenge adolescent when our circumstances change - and therefore participants to stretch themselves and explore OVERCOME DISRUPTION what we need from sport and activity changes – TALENT TO PROGRESS AND the limits of their potential, are far reaching that the next opportunity that fits our new life EXPLORE THE LIMITS OF THEIR and very often misunderstood. Even when people have built a strong habit – POTENTIAL is clear to us. And that means that coaches have we cannot take them for granted. Even for the a huge opportunity to help people to bridge Coaches are widely regarded as an essential most committed, sometimes the big moments Everyone’s personal goals are different. Some those moments of disruption. Evidence from ingredient to an effective talent development in life get in the way and can really disrupt sport people may simply want to attend a session Sports Coach UK3 shows us that good quality system and yet, the coach development provision and activity habits. Events such as starting regularly, while others wish to improve their coaching is linked to more resilient habits: in many sports talent pathways is often lacking, university, moving house, changing jobs, starting performance and technique. The coaching especially for coaches working at the entry or ending relationships, and retirement are • People who receive quality coaching have plan aims to provide the essential support point in the talent pathway. Given that this is all major practical and emotional disruptions an increased enjoyment of sport and to equip coaches to create learning and the point where the pathway is at its most in our lives that shake our habits to the core. commitment to it development environments which enable inclusive, the Coaching Plan for England will Some people can bounce back, but many all people to prosper, and this is especially • They participate more often, enjoy it work to ensure that the right levels of support find it hard to get active again in a way that important for those with talent. more, and are less likely to stop playing are provided placing specific emphasis on fits their new circumstances. those coaches with the greatest need. • For the majority these positive impacts of coaching do not diminish over time. CASE STUDY: IZZY’S STORY THE ‘DIGITAL COACH DEVELOPER’ - USING TECHNOLOGY TO HELP “On those cold, rainy nights, I know my coach “My coach suffered a serious injury when he was is going to make it fun and challenging, it is a younger, which left him disabled and stopped COACHES LEARN big part of why I turn up.” him from playing. He switched to coaching Sport England has been working in What the coaches said: as a way to continue his participation, and partnership with UK Sport for the past two Izzy is a strength and conditioning coach, he takes it really seriously. The best thing and a half years to deliver a coach support “My communication with the athletes so she knows a thing or two about motivation about him is that he really gets us as a group programme called ‘Project Connect’. The has improved… My self-awareness has and helping people to get fit. But when she of players and he knows how to motivate us programme provided a ground-breaking improved, which has ultimately lead to better isn’t coaching she is playing and she recognises by making things fun as well as challenging. combination of residential learning, video relationships with the athletes that I work with. the job that her coach does in keeping her feedback, virtual one-to-one mentoring, Finally I feel a lot happier in my personal and and her team-mates motivated to play. “Last week we were being a bit unfocused at webinars and online discussion groups to 51 professional life as I feel like I can now set the start and most of us were more interested Talent Development coaches selected from 8 objectives and I have some of the necessary “I moved house and was looking for a new in chatting about work or life than warming sports. The project was experimental as 80% tools to meet and surpass them. team to play for. The first club I went to they up properly. He stopped us and pointed of the learning took place remotely using a just did a load of boring drills and the coach to the gates by the pitch and said ‘those range of digital communication platforms. “I am delivering more efficiently than I didn’t really make me feel very welcome. It are the gates of freedom, when you come previously thought and my behaviours are wasn’t a lot of fun. I was considering giving through those gates you can leave work The project demonstrates that using being tailored to the needs of the group…” up at that point as I had just started a new job behind and be free to enjoy yourselves’. technology to develop coaches was not only and I was really busy. Then a friend suggested It was brilliant! We all laughed but it got us an efficient approach (1 coach developer was We will take the learning from Project I go along to her club and give it a try, and I focused again and we had a great session.” able to engage over 50 coaches) but also Connect and explore ways in which the was immediately drawn back in again. extremely effective as the ‘real time nature methods adopted can be extended to a of the intervention meant that the coaches broader range of settings. “MY COACH IS GOING TO MAKE IT FUN AND were able to discuss challenges while they were still fresh in the mind rather than days CHALLENGING, IT IS A BIG PART OF WHY I TURN UP.” or weeks afterwards. Coaching in an Active Nation – The Coaching Plan for England 15
THE CURRENT STATE OF PLAY THE DIVERSITY OF THE COACHING COMMUNITY IN ENGLAND The numbers of coaches from under-represented groups varies depending on the measure that you use, however, the one constant measure is the percentage of people from each group that have obtained a recognised coaching qualification. OVERALL Black, Asian and minority ethnic (BAME) Socio-economic groups coaches split: communities: The scale of the coach audience is significant. Sports Coach UK conducted a YouGov study in October 2016 to provide more accurate data on coaches and those receiving coaching. 37% 53% COME FROM THE HIGHER OF PEOPLE FROM BAME SOCIO-ECONOMIC GROUPS COMMUNITIES TAKE PART The study, which included a robust, nationally representative sample of the population, IN SPORT estimated that: HOWEVER… 25% COME FROM LOWER 3.1 MILLION 11.4 MILLION ONLY 5% SOCIO-ECONOMIC GROUPS ADULTS (1/4 OF ADULTS) OF PEOPLE RECEIVING A COACHING QUALIFICATION IN ENGLAND COACHED SPORT OR IN ENGLAND REPORTED THAT THEY EACH YEAR ARE FROM Women in coaching: PHYSICAL ACTIVITY IN THE PREVIOUS HAD COACHED AT SOME POINT IN BAME BACKGROUNDS4 12 MONTHS THEIR LIFETIME 31% OF THE SPORTING Disability and coaching: POPULATION ARE WOMEN 6.2 MILLION 23 MILLION BUT ONLY… * ADULTS (1/2 OF ADULTS) UNDER 2% IN ENGLAND RECEIVED COACHING IN IN ENGLAND HAD RECEIVED COACHING OF COACHES WITH A DISABILITY 17% THE PREVIOUS 12 MONTHS AT SOME POINT IN THEIR LIFETIME HAVE OBTAINED A COACHING OF QUALIFIED COACHES QUALIFICATION SINCE 2009 ARE FEMALE While this proportion has increased from 14% in *Sports coach UK, 2015 3.3 MILLION 2008, there is still clearly a long way to go to attract CHILDREN coaches that reflect female participation profiles. RECEIVE COACHING EACH YEAR There is a lack of high quality data on the number of Lesbian, Gay, Bisexual or Transgender Coaches provide an estimated: (LGBT) coaches. Establishing insight on representation will be a priority, as there is some evidence that negative attitudes towards LGBT people are preventing people from engaging in 7.6 MILLION 66% coaching roles. COACH-LED PARTICIPATION OF COACH-LED EXPERIENCES ARE EXPERIENCES PER WEEK DELIVERED IN SPORTS CLUBS BARRIERS COST OF QUALIFICATIONS LACK OF CONSISTENT, L ACK OF SUPPORT FOR COACHES NOT THE VALUE OF ONE-OFF, AD-HOC A breakdown of coaches’ Although full time coaches make up only CONTINUED CONNECTED TO A COACHING employment status: 12% of the coaching population, these There are a range of PROFESSIONAL CLUB (RESULTING QUALIFICATIONS 74% coaches deliver: common barriers to LACK OF DEVELOPMENT IN ISOLATION OF THAT APPEARED OF COACHES DO engagement reported MENTORING, PEER- ALONGSIDE THE COACHES) TO HAVE NO OBSERVATION, AND ONE-OFF TRAINING RELEVANCE SO VOLUNTARILY by people from under- EXPERIENTIAL COURSES OR IMPACT ON 45% represented groups, LEARNING ONGOING COACH 12% OF THE WEEKLY COACHING HOURS such as: INACCESSIBLE FORMAT OF ASSESSMENT DELIVERY WAS ALSO QUESTIONED OF COACHES MAKE AND INFREQUENT FOR COACHING THEIR LIVING FROM TRAINING COURSES QUALIFICATIONS COACHING FULL TIME There is more work to do to understand what 14% the full time coaches do and who they do RECEIVE SOME this with, but it’s also clear that employed PAYMENT FROM COACHING ON A coaches can offer a significant amount of The Coaching Plan for England aims to find creative solutions to overcoming these barriers to PART TIME BASIS support to the sports community. increase the diversity of the coaching family. Coaching in an Active Nation – The Coaching Plan for England 17
GOAL SETTING: RISING TO THE CHALLENGE: CLARIFYING THE OBJECTIVES HOW WE WILL OPERATE THE PEOPLE STRATEGIES The ambition of this plan is considerable. COLLABORATION QUALITY BEFORE QUANTITY We readily acknowledge that we do not ‘TOGETHER EVERYONE have all the answers yet, nor do we have all the information that would help find the ACHIEVES MORE’ answers. In this respect, our approach to INSIGHT CULTURE Most coaches will have an acute understanding implementation will require adaptability, The impact of Emphasis on of the value of teamwork, more and more, creativity and collaboration; many of the skills good and bad the needs of the coaches are working with a range of specialists associated with good coaches. coaching participant to support the athletes they work with. In the talent context they will work with DIVERSITY strength and conditioning experts and sports More ‘people AN ‘ADAPTIVE’ APPROACH psychologists. In a community setting they like me’ in INNOVATING AND LEARNING might be working with exercise referral teams coaching THROUGH EXPERIENCE or community social workers. Good coaches have a clear plan before they By working together with local and national start but the best coaches are able to adapt organisations that understand the needs of their approach depending on the response and the participants they engage, the delivery feedback of the participants in front of them. of the plan will be greatly enhanced, and PERCEPTION the chances of success will increase Increased understanding of what ‘good’ coaching looks like The Coaching Plan for England is breaking accordingly. Developing relationships with new ground in developing a new generation new partners and co-creating innovative of coaches that can support people from a far solutions with them will be a key feature to The Coaching Plan for England sits alongside Change Culture broader array of backgrounds with a different the implementation approach. volunteering and professional workforce within Coaches are far better equipped to provide range of needs. a family of ‘people strategies’ that are being experiences based on the needs and goals developed by Sport England. A common theme of the individual being coached. In order to meet this challenge the to approaching these strategies is a focus on implementation approach will adopt an ‘agile Gather Insight gaining a clear understanding of the quality of methodology’ which seeks to use reflection Understand more about how, where and why experience and diversity of the audience before and ongoing analysis to advance the system coaching has a negative impact on people attempting to increase numbers. and improve continuously. participating and reduce the likelihood of that happening. England already boasts a significant population of coaches so it is clear that the emphasis Increase Diversity should not be purely on increasing the quantity Create a more diverse coaching workforce so of coaches. Instead the focus must be more on that more participants are able to be coached by the quality of the experiences that they provide. people who are immediately empathetic to their needs and reflective of their social environment. To this end, the plan has the following Improve Perception aspirations: Change the perception of coaching among the wider public and create a new model of what ‘good coaching’ looks like. Coaching in an Active Nation – The Coaching Plan for England 19
GUIDING THE JOURNEY TRACKING PROGRESS THE ENABLERS ‘PROCESS PRECEDES ‘PERFORMANCE ANALYTICS’ PERFORMANCE’ Any good coach will use a range of measures EMBRACING TECHNOLOGY PARTNERSHIPS Good coaches understand that the best to track progress. The use of performance way to get people to change behaviour is to analytics in coaching has become an The rapid rise in digital communication Given the scale and complexity of the task at involve them in developing a new course of indispensable tool in helping athletes to platforms and the technological hand, we will need the support of a range of action that will be beneficial for them. The improve. In a similar way, the development advancements in human performance and expert partners to help us to achieve the effective coach then endeavours to keep and deployment of a range of measures that human interaction present a significant objectives. In 2017 we will actively seek to them on the ‘critical path’ that they have are able to monitor the quality of the coaching opportunity for the development of coaching. engage with new partners to deliver specific established by focusing on the process of experience and its impact on participant interventions that will help to support the achieving the goals rather than focusing on behaviour, will be essential to ensure that our However, the advancement of technology is delivery of the plan. the outcome. approach to improving coaching achieves moving so fast that the ability for coaching leaders maximum impact. to remain current and accurately evaluate the The Coaching Plan for England has been most effective tools and solutions without wasting RESEARCH AND INNOVATION developed through extended consultation valuable resources is a considerable challenge. with people in the coaching community The world of coaching is continuously exploring and represents the key elements expressed We will contribute to the development of a new approaches and ways of working, in order by those consulted. In essence, the plan digital strategy which will identify the needs of to find better ways of meeting the needs represents the ‘critical path’ for improving the coaching industry and we will find ways to of participants. We want to harness this coaching and the implementation approach provide those solutions efficiently and effectively. ‘entrepreneurial spirit,’ and invest in innovative will guide the process towards achieving projects and solutions that will help coaches these co-created aspirations. become even more effective. BUILDING THE ‘COACHING HOUSE’ MISSION Improve the experience of the participant by providing specialised support that meets their needs and aspirations OBJECTIVES A more diverse coaching Change the culture and Increase ‘good’ community perception of coaching experiences STRATEGIC Measuring the APPROACHES Making it Foster an Transfer Enhance change and easier to start improvement learning into the delivery communicate coaching culture practice infrastructure the impact ENABLERS Partnerships Technology Research & Innovation Identify and invest in Invest in technological • E xperimenting to find specialist partners advancement to support out what works to help deliver the improvements in the • F inding solutions to the objectives coaching experience problems we encounter along the way Coaching in an Active Nation – The Coaching Plan for England 21
THE TACTICS BOARD COACHING IN AN ACTIVE 1. MAKING IT EASIER TO START COACHING NATION There is evidence that many people, especially those from under-represented groups, find becoming a coach very difficult. The Coaching Plan for England people from a wider range of backgrounds to join the coaching community. At the same time, The Coaching Plan for England will place specific emphasis on strengthening challenges those organisations that educate the quality standards and safeguards The following 5 strategic approaches, associated tactics and success factors drive the and develop coaches, to modernise their that are important to building a coaching implementation of the Coaching Plan for England: approaches and make it easier for more community that is ‘safe to practice’. Tactics What will success look like? • Improve coaching qualifications so By June 2017, Sport England will ensure 1. MAKING IT EASIER TO START COACHING that they more accessible, deliver a that an independent review of the UKCC will higher quality learning experience for have been conducted. By Jan 2019, the aim coaches and ensure that coaches is for the review recommendations will have are safe to practice. been implemented. 2. FOSTER AN IMPROVEMENT CULTURE • Create a new competency framework By March 2018, a series of trailblazer to recognise the skills and abilities of a organisations will have begun trialling a ‘direct wider range of coaching roles and ensure assessment’ approach to coach qualification 3. TRANSFER LEARNING INTO PRACTICE that coaches are safe to practice and ongoing development. By 2021, 50% of organisations will be working in this way. • Work in partnership with key By March 2019, a new approach to organisations to establish new 4. MEASURING THE CHANGE AND COMMUNICATE THE IMPACT developing bespoke competencies for professional standards for the range specific roles will be in operation. of roles required to meet different participant needs. By 2019, a new range of professional standards will have been developed that 5. E NHANCE THE DELIVERY INFRASTRUCTURE • Work with key insurance providers to provide an increased range of opportunities provide reduced insurance premiums for for people engage in coaching roles. coaches qualified under the new competency and assessment framework. By 2020, insurers will have bespoke insurance products for specific coaching • Change the way coaches obtain roles, reducing premiums through more qualifications to be based on direct effective risk assessment and management. assessment rather than attendance at By 2021, it will be much easier to obtain a training courses. coaching qualification and more people will • Identify and work with partners to have gained one. provide more work-based training and By 2021, the cost and time involved in employment opportunities for coaches obtaining a qualification will have reduced (such as apprenticeships). significantly, but the quality of coaching • Proactively recruit coaches from within delivery will have improved dramatically. the communities where we seek to By 2021, we will have supported 1,000 young increase participation. people to obtain coaching apprenticeships. 90% of all apprentice coaches will have graduated and they will be actively engaged in coaching related employment. Coaching in an Active Nation – The Coaching Plan for England 23
2. FOSTER AN IMPROVEMENT CULTURE 3. TRANSFER LEARNING INTO PRACTICE Our insight shows that many coaches, then stop learning and improving. The Many coaches working in community and development by employers, deployers, particularly those from under-represented Coaching Plan for England seeks to change sport are at the frontline of providing the peers and colleagues5’. In this respect groups, struggle to engage in ongoing this paradigm and create a learning and participation experience. In many cases organisations that employ or deploy coaches learning. There is also evidence to suggest development culture where coaches are they become the ‘customer service team’ need to recognise their responsibility to manage, that coaches obtain qualifications to meet actively engaged in improving their ability to of sport. Evidence suggests that developing support and resource them effectively minimum deployment standards and deliver and develop a lifelong learning habit. coaches ‘…is most effective when to ensure that they are best equipped to coaches are supported in their learning provide the best possible experience. Tactics What will success look like? Tactics What will success look like? • reate a coach development model that C By December 2017, all coaches will have encourages a lifelong learning journey. been given the opportunity to engage in a • Develop resources and training to help By 2019, 25% of deployers and employers ‘community of practice’ with coaches that employers and deployers to support will be recognised for their good practice • stablish a new community of expert E are in a similar role. coaches. in supporting and managing coaches. By coach developers and mentors able 2021, 50% of deployers and employers will to provide coaches with live feedback By 2018, a nationwide programme of • Invest in local recruitment and coach be recognised. and reflective discussion to better guide coach development events will have taken development projects through their improvement journey. place. The events will be highly rated by the appropriate local delivery partners. By 2019, 20% of all coaches will have be coaches that access them. These events engaged on the coach recognition scheme. • stablish more ‘communities of E • Create an accreditation programme to will then run on an annual basis. By 2021, 40% of coaches will be engaged. practice’ so that coaches can more recognise deployers that are committed easily learn from each other. By 2019, all coaches will have access a suite to providing coaches with a high quality By 2021, deploying organisations such as of digital learning opportunities. learning and development environment. clubs, schools and community groups will • stablish networks of mobile assessors E be playing an active role to support and able to recognise the expertise of By 2019, 25% of people in coaching roles • Create local partnerships that bring manage coaches to deliver the best possible coaches in the places they deliver. will have access to a coach developer or together training providers with experience for their participants. mentor. By 2020, 50% of people in coaching deployers to create meaningful • rovide high quality, ‘on demand’ digital P roles will have access to a coach developer employment and deployment By 2021, people searching for coaches learning and development solutions or mentor. By 2021, 75% of coaches will have opportunities. will report that they are able to do so far for coaches so that they can learn and access to a coach developer or mentor. more easily and effectively. This will lead improve more easily. • Create a recognition scheme for to an increase in people’s perception of coaches that are committed to • uild a digital community for coaches B their experience. improving their ability to provide great so that they can learn and develop from experiences for participants. each other in an informal and easily accessible way. • Establish digital mechanism to enable participants, employers and deployers • un a programme of local and national R to find coaches that meet their needs. coach development events including a national coaching conference for community coaches and coach development professionals. Coaching in an Active Nation – The Coaching Plan for England 25
4. M EASURING THE CHANGE AND 5. E NHANCE THE DELIVERY COMMUNICATE THE IMPACT INFRASTRUCTURE When people think of a coach they often and acts like. Regularly communicating the Our consultation highlighted that there can it seeks to engage. Creating more joined think of someone who is part of the excellent experiences in a range of non- often be a lack of alignment between plans up delivery by enhancing and improving traditional sport system, helping people traditional contexts will help to ‘rebrand’ to increase participation and the equivalent the capability and capacity in partner to improve their technique. The Coaching coaching and make its impact better plans to develop coaches. This results organisations is essential if we are to build a Plan for England sees a coach in a different understood. Additionally, people looking in a coaching workforce that does not coach development infrastructure capable light, and is seeking to embrace a range to utilise a coach will have a better idea of necessarily meet the needs to the people of transforming the participant experience. of different people to provide enhanced what to look for and those coaches that experiences for others. The challenge here are providing great experiences can be is the need to help people understand this recognised and rewarded for their efforts. Tactics What will success look like? new conception of what a good coach looks • nsure all partner organisations that E By March 2017, the ‘innovation incubator’ deliver coaching activity are planning will be established and will be actively Tactics What will success look like? and delivering in line with the principles supporting organisations to overcome and objectives outlined within the complex coaching problems. • ontinuously share examples of C By November 2017, a coaching movement Coaching Plan for England improved coach-led participant will be established encouraging coaches to By March 2018, all priority partner organisations experiences that underpin and play an active role in promoting their craft. • oordinate a learning and development C working to develop coaches will have aligned promote good coaching practice. programme for coach development their plans to the principles and objectives By March 2017, the coaching champions professionals in partner organisations. within the Coaching Plan for England. • eveloping marketing and promotional D will have met and will have published their resources to assist partner first assessment of the coaching landscape • ork with local delivery partners to turn W By March 2018, all coach development organisations to spread the word. and made recommendations for the future. the aspirations of the plan into reality professionals will have access to a range of learning and development opportunities. • egularly communicate stories of people R By October 2017, the coaching insight • ork with other Home Country Sports W who have been supported by coaches community will have been established Councils and strategic partners to By 2021, coaching will be a more prominent and stories of people who have been and will have published its first insights for develop a digital strategy which feature in the strategic plans of partner able to successfully develop coaches. the industry. determines the key priorities for organisations, will be more closely aligned how technology can support the to delivery of strategic priorities and will be • ring together an advisory group B By October 2017, we will establish a improvement of participant experience resourced accordingly. of ‘Coaching Champions’ made up baseline measure of the perception of through coaching of high profile coaches, community coaching. We will then publish the results By 2021, there will be a thriving network of practitioners and thought-leaders, to of this measurement, annually. • stablish an ‘innovation incubator’ E dedicated and committed local and national lead the future of coaching and make of expert advisors, including partners actively collaborating, learning from By 2021 the broader definition of coaching digital specialists, able to support each other’s experiences and using this recommendations for future action. will be well understood by society and organisations to address challenges learning to improve future approaches. • stablish robust ways to measure the E people will have a more positive emerging from the coaching landscape coaching experience. perception of the role that coaches play and create practical solutions. in their community. • stablish a ‘Coaching Insight E Community’ that continuously seeks to provide the best available evidence to improve coaching practice. Coaching in an Active Nation – The Coaching Plan for England 27
WHAT DOES THE COACHING PLAN FOR ENGLAND SEEK TO ACHIEVE? CASE STUDY: NURTURING THE NEXT GENERATION OF COACHES – ‘THE COACHING APPRENTICE’ THE COACHING PLAN FOR ENGLAND – AT A GLANCE TERRELL’S STORY ADOPT A NEW, WIDER, MORE MAKE IT EASIER FOR PEOPLE DEVELOP A LEARNING INCLUSIVE DEFINITION OF FROM A WIDER RANGE OF CULTURE FOCUSED ON ONGOING COACHING. BACKGROUNDS TO BECOME IMPROVEMENT AND THE “Becoming a coach has changed my life! “I have recently been offered a head coach COACHES. DEVELOPMENT OF COACHING Before I became a coach I didn’t have a position at the school that I grew up at, I never EXPERTISE. lot of confidence and I would often act out thought I could make my career in coaching.” as a way to compensate. I started doing volleyball because one of the coaches from Gary Laybourne is the Programme Manager Greenhouse made it so much fun. I wouldn’t at the Royal Foundation, he says: have played volleyball otherwise and I got IVE THE PEOPLE WHO G UTILISE TECHNOLOGY TO BRING LEARNING TO THE really good playing at the top level. My coach “In 2012, we wanted to start a programme EMPLOY AND DEPLOY IMPROVE THE EXPERIENCE FOR COACH THROUGH HIGH QUALITY saw that I had something and suggested that that improved the quality of coach education COACHES THE TOOLS TO DO SO THE PARTICIPANT, AND BUILD COACH DEVELOPMENT AND I get involved coaching as a volunteer with and provision in schools and the community MORE EFFECTIVELY. AN ‘ON DEMAND’ LEARNING AND MENTORING. some youngsters in my community and then I whilst also providing young people from DEVELOPMENT CAPABILITY FOR got enrolled on the apprenticeship with Coach challenging areas with an opportunity to COACHES. Core. Since I became a coach I have become remain engaged and progressing in education way more sure of myself and I can interact and employment. Since that date, we have in any situation…I even travelled to the USA brought together 30 different high quality with Prince Harry and had to do a speech in sports employers in 6 cities around the UK GIVE COACHING A STRONGER ENHANCE THE CAPACITY ENSURE THAT THE IMPACT OF front of 500 people! to utilise our innovative apprenticeship model VOICE AT STRATEGIC LEVELS. AND CAPABILITY OF THE COACHING IS UNDERSTOOD AND and provide places of employment as well as PROFESSIONAL COACHING RECOGNISED. “When you go into a school to coach you have unique experiences and learning to the young WORKFORCE. a group of diverse kids and it’s all about what people at the heart of it. they want to learn. Maybe it’s a new skill – or just enjoying what they’re doing. You help them “With nearly 100 graduates to date and a 98% build it up and get a real buzz when they achieve. success rate of those young people going into full time employment and/or education, “Some coaches are all about telling you what we are proud that our expansion plans will CHANGE HOW PEOPLE ACTIVELY MEASURE AND ESTABLISH MORE COACHING to do. Instead, I like asking the people I coach allow more 16-24’s the chance to access this THINK AND FEEL ABOUT IMPROVE THE EXPERIENCE OF APPRENTICESHIPS questions – then they’ve got to find the answers intense and high quality education whilst also COACHING BY SHARING THE PARTICIPANT AND THE out for themselves. I love coaching coaches, providing even more challenging communities STORIES OF GREAT COACHING COACH. because they’ve been where I used to be. It’s with role models and coaches that are EXPERIENCES. helping them be confident and independent, focussed on life long, positive relationships so they don’t need me anymore! with sport and exercise and not just about the technical quality of their coaching.” Coaching in an Active Nation – The Coaching Plan for England 29 29
WHAT WILL THE COACHING PLAN FOR ENGLAND • Any learning you undertake from FOR EMPLOYERS AND DEPLOYERS MEAN FOR ME? whatever source will be recognised if you (CLUBS, SCHOOLS, COMMUNITY can show that it makes a difference to the experience that you provide GROUPS, LEISURE CENTRES, ETC) • If you have the ability and the desire, you By 2021… will be recognised and encouraged to • It will be easier to find the right sort of progress regardless of your background coach that you need. FOR PARTICIPANTS… FOR COACHES • You will be part of a national community • It will be easier to ensure that coaches of coaches dedicated to being as good By 2021… By 2021… have the correct training, expertise and as they can be suitability for the role. • You will find many more opportunities to • It will be much easier and cheaper to get • You will see stories of other coaches participate in sessions led by excellent started • You will be able to access support and doing great things that will help to inspire coaches. resources to help you recruit, train and • There will be far less paperwork and you and keep you motivated to improve support coaches. • It will be much easier to find a coach that writing needed • You will feel pride and a sense of purpose meets your needs. from being recognised as a coach • If you choose to be assessed you will be • You will be so enthused by your assessed in the place you usually coach, experience that you will want to return coaching the people that you usually coach and you will find yourself encouraging • Your assessment will be based on the others to come as well. experience you provide for the participants • If you need it, your coach will provide you • You will have access to a mentor to help with support outside of the session itself – you improve and guide your learning helping you keep on track with your goals. • You will have access to support from • If you want to progress, your coach will other coaches like you so that you can be able to refer you to someone who learn from each other can help or they will be able to help you develop a plan to guide you to your goals. • There will be a new range on online learning opportunities that help you improve • If you are a talented performer you will have access to coaches that can help • If you want to do more coaching, you will you maximise your potential. be able to find opportunities to coach more easily and people and organisations that are looking for coaches like you, will be able to find you and employ you more easily • The place that you coach (school, club, community group, etc) will provide you with support to help get you started and make sure you are on the right track Coaching in an Active Nation – The Coaching Plan for England 31
SOURCES AND LINKS FOR MORE INFORMATION Department of Media, Culture and Sport (2016) Taking Part Survey https://www.gov.uk/ FOOTNOTES government/organisations/department-for-culture-media-sport/series/taking-part 1 Sports coach UK (2016) The Impact of Coaching on Participants and additional internal Sport England (2013) Active People Survey http://www.sportengland.org/research/active_ research http://www.sportscoachuk.org/resource/impact-coaching-participants-year-3-2016 people_survey.aspx 2 Sports coach UK (2016) Getting People Active: the potential of coaching and coaches Sports coach UK (2011) Sports Coaching in the UK 3 http://www.sportscoachuk.org/resource/ sports-coaching-uk-3 3 Sports coach UK (2016) The Impact of Coaching on Participants http://www. sportscoachuk.org/resource/impact-coaching-participants-year-3-2016 IFF Research (2012) Evaluation of the Active Women Programme – Interim Report http://www. sportscoachuk.org/blog/quality-coaching-heart-female-participation-sport 4 Sporting Equals (2011) Insight: BME Coaching in Sport http://www.sportscoachuk.org/ resource/insight-bme-coaching-sport University of Oxford (2005) Understanding Participation in Sport http://www.sportengland.org/ media/39119/understanding-participation-in-sport-2005.pdf 5 Nash, C. (2008) The role of coach education in the development of expertise in coaching, Edinburgh: University of Edinburgh Sports coach UK and Women’s Sport and Fitness Foundation (2012) Women and Informal Sport’s Participation http://www.sportscoachuk.org/resource/women-and-informal-sport- research-report Leeds Metropolitan University (2014) Sporting experiences and coaching aspirations among Black and Minority Ethnic (BME) groups http://www.sportscoachuk.org/resource/sporting- experiences-and-coaching-aspirations-among-black-and-minority-ethnic-bme-groups Loughborough University (2013) The Role of Psychological Factors in Recreational Sport Participation http://www.sportscoachuk.org/resource/role-psychological-factors-recreational- sport-participation Sports coach UK (2014) Coaching Outside Clubs http://www.sportscoachuk.org/sites/default/ files/Coaching%20Outside%20Clubs%20FINAL.pdf Sports coach UK (2104) Coaching, Social Media and New Technology http://www. sportscoachuk.org/resource/coaching-social-media-and-new-technology Sports coach UK (2014) Market Segmentation of coaches http://www.sportscoachuk.org/ resource/market-segmentation-coaches Sports coach UK (2015) Disabled Coaches in the UK http://www.sportscoachuk.org/sites/ default/files/disabled%20coaches.pdf Coaching in an Active Nation – The Coaching Plan for England 33
Sport England 21 Bloomsbury Street London WC1B 3HF sportengland.org Coaching in an Active Nation – The Coaching Plan for England December 2016
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