Jamie Lloyd Davies, 31-year-old grew up and based in the UK. I work within football as a coach; but have aspirations to develop as an educator and mentor. I am employed by Swindon Town Football Club, my role is Womens First Team Manager. Another role that I currently hold is Lecturer in Sport and Head of Football at Wiltshire College & University Centre. Currently in the process of completing the Certificate in Education with the University of Greenwich. I am also enrolled on the UEFA A Licence, which starts in September 2021.

Journey – What got me into coaching?

I’ve always had strong personal values in developing others, then identified by one of my youth coaches Alphonso (Alphie) Archer; a fantastic role model and a massive influence at a difficult time where I needed the guidance. Alphie gave me the opportunity to work with individuals across the differentiation model, support with demonstrations, planning and leading sessions. I was also given my first step into professional development and completed my level one in coaching football, which gave me an insight into the wider world of coaching.

The first full-time role started as a six-month temporary position to get young people into employment, as soon as I met with my manager Kevin Whitehorn I knew that I had someone who saw my potential and gave me the scope to expand the role and improve the opportunity to make this role permanent; low-and-behold the council offered me the role of Football Development Officer, which was a great honour. As a part of this role, I was challenged to implement the FA National Game Strategy to our work, improve the range of provision and design an inclusive programme which could create a pathway into local clubs. Within this role, FC Calne acquired FA Chartered Standard Community status, then progressed to Development status; which is the highest club achievement available for setting and maintaining the highest standards.

Throughout personal development, completing my FA Level 2 in Coaching Football, FA Youth Modules 1 & 2 and FA Goalkeeping Level 2; opportunities to coach for organisations like the Wiltshire County Football Association in projects such as the Girls ACC, TIPs for Disabled Footballers and England Talent Days; became Head of Goalkeeping for FC Wiltshire football development programme in the Junior Premier League and working at Bristol City Football Club as Academy Goalkeeping Coach. Beliefs Developing a coaching DNA has come from lots of different exposures and experiences across a variety of formats and formations, the consistent factors throughout are people and football; encouraging individuals to recognise and maximise their potential, and my love and knowledge of the beautiful game. When establishing a learning environment, its important to create a person centred approach; empowering individuals to take ownership of their own holistic development. Providing a fun and enjoyable experience; promoting challenge and consolidation. Engaging and evolving content; objectives linked to the individual and task. Non-linear but logical method; embracing the momentum of the task but identifying the needs of the individuals. Once a positive learning environment has been established, its important to promote standards and skills including imagination, intelligence, innovation; encouraging independent decision making, efficient problem solving. By promoting these skills, players can influence their own development, and then your role as a coach is to challenge, condition and constrain individuals to enhance their learning.


The evolution of NYFA will see the transformation of the organisation revolutionising the sports development industry, not only in Sweden, by Scandinavia and eventually the world. The specialist consultants provide the knowledge and experience to evolve person development across all different platforms. Long term, I see NYFA compete with and overtake the top organisations in terms of status and provision. On a personal level, its an honour and privilege to be a part of an amazing concept and work alongside brilliant people who share principles, philosophies and challenge personal views and perception constantly. NYFA were the first organisation to see my potential from an educators prospective and have already invested a lot of time in me as a person; and is a true reflection on NYFA as an organisation and the passion behind developing others.

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