If no one told you this before, it’s probably the most important thing at a Youth Football Club, or Academy – understand your relationship with Parents.

Let’s start by the question everyone avoids – who are you selling your services to? Parents or Young Footballers?

Yes, you’re selling You, Your Services, Your Club, Your Methodology and Methods.

Not only in Football, but in life, you’re always selling yourself – in relationships, professional ventures, and all the rest.

Are you ashamed of that?

Listen carefully – selling is good, is positive, is worthy, it’s honest!

You’re providing access to the best of you, right?
Additionally, you’re doing what you think is the best for the Development of young Footballers aspirants, correct?

You’ve also invested in gaining knowledge to be in that position, or not?

Therefore, what’s wrong with selling YOU, Your Services? 

What’s wrong with that ??

Therefore, understand that, until certain age, you’re selling to the parents and there must be a Strategy involved with the Services provided, the Communications, the Methodology, the Payment Schemes, Schedules, etc.

Another Strategy must be there for players after a certain age, where the players perspective starts to be more influential on selecting the Clubs they want to represent, or be part of.

Perception and Perspective, always!

How is your Club perceived?

By whom?

It’s so, so important to have this clear in your mind, in order to monitor, adjust and apply the Strategies defined!

And here’s where most academies fail – they confuse development with delivery.
They think having a great training program is enough. 

It’s not.

Parents buy trust, clarity, and security.

They want to make sure there’s an Organized Structure providing the best for their children’s development. 

Players buy dreams, belonging, and challenge.

They want to see what’s ahead, what is the Club, Team and Coach providing for their development.

Here, we always need to go back in time and think about Sir Alex Ferguson’s statement on the Player’s priorities when looking at a Coach – are they capable of making him/her a better player; the team to win more, and if they’re loyal ?.

Keep that in mind – after some age groups, these will be the Players Perception.

If you mix these Audiences, your Message may get lost, and your Value depreciated.

Your Communication, your Pricing, your Environment — everything must speak to the right Audience at the right time.

When you talk to Parents, talk about the Program, Education, Safety, and Structure.
When you talk to Players, talk about Growth, Improvement, Ambition, and Progression.
Both are essential. 

Both must feel understood.

That’s why building a Youth Football Club is not only about Football, but also about managing Expectations. 

Again, Perception and Perspective.

You must Understand this clearly.

The ball is just the Tool for Education. 

The real Game is how you Connect People to your Vision, every single day.

Because Professionalism, the paramount for everyone, comes to only a few, but everyone will become an adult!

And you, how do you prepare your Relationship and Communications with the Parents?
How to deal with a Crisis?
It’s all settled and ready?

Let me know!