COACHING IN AN ACTIVE NATION - THE COACHING PLAN FOR ENGLAND - Sport England
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COACHING IN AN
ACTIVE NATION
THE COACHING PLAN FOR ENGLAND
2017-21
Sport England: Guide to Research
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 19GUIDING 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 21THE 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 232. 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 254. 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 27WHAT 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
29WHAT 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 31SOURCES 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 33Sport 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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