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Sports Path 

Sports Path 

Meet Robin

Robin has significant experience in devising and implementing strategic educational plans and projects across the football industry. He founded “FA Learning” for the English FA before leaving to set up Sports Path. 

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Robin has been a UEFA Grassroots Football Development Consultant since 2005 and is recognised globally for expertise in football development and education. He has been awarded the Lifelong Contribution to Coach Education Award at the Inaugural FA Awards and previously awarded an Honorary Fellowship of the Physical Education Association of the UK. 

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The AI Football Coach Educator Pathway

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A structured route for Coach Educators to create their own AI Personal Assistants — maximising personalised learning for coaches.
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Why this matters

Coach educators face a unique challenge: supporting large numbers of coaches with limited time, resources, and capacity. Many want to offer personalised development but are constrained by admin, scheduling, and the scale of their work.

The AI Football Coach Educator Pathway provides a practical, hands-on journey that enables coach educators to design, build, and apply their own AI assistants. These assistants are not generic tools — they are personalised, context-specific, and directly aligned to the needs of their coaches.

By the end of the Pathway, participants will be able to:

  • Create and operate their own Chatbot based on their chosen content

  • Develop individualised learning programmes for their coaches

  • Provide round-the-clock support, resources, and feedback

  • Use AI to extend their impact far beyond what’s possible with traditional methods

Common reservations — and how the Pathway addresses them

We understand that coach educators may feel cautious about using AI tools. The Pathway tackles these concerns directly:

  • Reliability of responses: Participants learn how to train, test, and refine their AI assistants to ensure accuracy and dependability.

  • Hallucinations (AI “making things up”): The Pathway teaches prompt design, precision instructions, and critical evaluation to ensure trustworthy and context-appropriate outputs.

  • Loss of control: AI enhances — not replaces — your expertise. You’ll learn how to use it as an extension of your professional judgement, helping you deliver more personalised support with full oversight.

By confronting these concerns openly, the Pathway helps coach educators integrate AI with confidence and clarity.

The impact on coach educators’ work

We have recently  completed a Pilot Pathway which included the following coach educators:

  • Derek Broadley – Technical Director, Charleston Soccer Club (USA); former Technical Director, Bermuda FA; Academy Director, Crystal Palace FC:

“ I was not really aware of AI and how it could be used prior to the course. That being said, I got inspired very quickly and once I got a bot up and running it got infectious. I loved testing it with the information I was training it with.  My goal is to have our BOTs fully functional for the 26/27 season for our club. Working with the other students is definitely a plus and seeing what they do via the communication process you set up was informative and did save me time”

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​ “The course was an eye opening experience into the world of AI and pairing this with coach development and education. Robin sets up an informative and engaging course and I would fully recommend it for those working with coaches across all age groups and levels.The most valuable part was the step by step guide provided for the candidates to follow to explore ChatGPT, create the bot and the ongoing process of feeding the bot and testing it to continue to refine it. The outcome has been excellent and with my job change I'll be exploring adding this concept to the coaches with my new club"

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  • Ray Atteveld – Former English Premier League and Eredivisie player; experienced coach in the Netherlands, Ukraine, and Israel; currently completing his role as Technical Director of the FA of Kazakhstan:

“The course was both interesting and challenging. I always looked forward to our meetings — your positive approach kept us motivated. You pushed us to try new things, and I’m grateful for the eye-opening insights you provided.”

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  • Matthew Joseph: Academy Coach Developer, Arsenal FC, London 

  • Professor Masao Nakayama:   Professor, Faculty of Health and Sport Sciences, University of Tsukuba, Tsukuba, Japan  and  also a National Coach at the JFA National Training Centre  

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Other examples of AI Personal Assistants we have developed include :

      with UEFA and FIFA disability football expert Jeff Davis )

      Willi Hink,the former Director of Amateur Football for the German FA ( DFB)

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The value of the Pathway

  • Personalised learning at scale – Coach educators can design bespoke learning journeys for each coach. This can mean increased access for those with limited time or money to attend courses or deeper ongoing assistance with coaches already committed to coaching

  • Enhanced efficiency – By automating repetitive tasks educators free up more time to focus on high-value, human interactions with coaches.

  • Better engagement and retention – Coaches receive support that feels tailored and relevant to their own journey. This not only increases motivation but also reduces dropout rates.

  • Professional credibility – Coach educators become pioneers in integrating AI into sport, equipping themselves with future-proof skills that are increasingly in demand worldwide.

Why a “Pathway” — not a “Course”?

Unlike typical short courses, this is a guided, vocational experience combining:

  • Structured learning and feedback

  • Self Paced Progression 

  • Collaborative, shared practice with other coach educators developing their AI Personal Assistants 

  • Ongoing community support

  • Real-world application in live coach education contexts

The focus is on applied learning, professional growth, and tangible results.

Who is it for?

The Pathway is designed for football leaders who want to enhance coach education and development within their clubs, academies, or national associations — including those who aim to:

  • Create tailored learning programmes for individual coaches

  • Support remote learners with limited access to in-person courses

  • Provide CPD and continuing education opportunities

The November 2025 Cohort is limited to the first 12 participants.

Outcomes

By completing the Pathway, participants will:

  • Identify Needs: Analyse specific coaching needs that AI can address

  • Build Tools: Create customised AI assistants for their own organisations

  • Test & Evaluate: Ensure tools are safe, reliable, and trusted

  • Apply Methodology: Use AI to improve knowledge, deepen understanding, and enhance communication, planning, and evaluation skills

  • Develop Prompts: Build a tailored “Prompt Pack” for your coaching context

  • Produce Resources: Generate customised digital content (presentations, e-books, guides)

  • Create AI Agents: Monitor and optimise your bots

  • Leverage Media: Integrate data, voice, and gamification to engage coaches

  • Extend Use: Apply AI tools for players (13+) and parents

  • Strategise: Develop a plan to embed AI in your education programmes

  • Monetise: Turn your AI creations into professional assets

  • Guide Others: Produce a personal guide to help others develop their own assistants

Delivery Format

The Pathway combines live workshops, guided practice, and ongoing community support over six months (approx. two hours per week):

  • Pre-Course Induction: “The AI Coach Educator’s Starter Kit”

  • Workshops: A Minimum of 6× 60-minute live sessions via Zoom (recorded for replay)

    • Cohort 1- First session: Friday, November 7th, 4pm UK time

    • Cohort 1- Second session: Friday, November 14th, 4pm UK time

  • Study Guides: 10 resources covering key AI skills for coach educators

  • Check-ins: 3 one-to-one consultations

  • Tools: Primarily ChatGPT and Google NotebookLM — these are the most used public facing AI tools but  the principles outlined in the Pathway will apply across all major AI platforms. In using Chat GPT it will be necessary to have a Cha tGPT Plus account for the duration of the Pathway  (£19/month) This would also include access to  the video creator Sora 

  • Support:

    • Continuous email guidance

    • Drop-in “AI surgery” sessions

    • Reflection prompts & worksheets

    • Peer learning community

Participants will also develop a Personal Portfolio to capture their progress and guide future use of AI in coach education.

All successful participants receive a Certificate of Completion.

Why Sports Path?

With decades of experience delivering digital learning in football worldwide, Sports Path brings credibility, expertise, and proven results.

Our projects include:

  • Founding FA Learning Ltd and the first English FA online coach education courses

  • Partnering on the LMA School of Football and the UEFA Coaches Extranet 

  • Publishing Soccer Coaching and the Web (Part 1 and Part 2) 

The AI Football Coach Educator Pathway builds on this foundation — combining innovation with experience.

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We will be showcasing the use of Google Notebook LM as part of the Pathway and we have created a Google Notebook LM here regarding the Pathway 

Enrolment and Cost

Cohort 1 start: November 2025
Limited to 12 participants

Programme cost:

  • £299 (GBP)

  • $399 (USD)

  • €340 (EUR)

(20% early enrolment discount applies before October 31st — regular price $499 USD)

To enrol, follow the link HERE  for the secure WIX Payment System ( All Credit, Debit Cards and PayPal accepted ) 

For any questions, please contact:
📧 Robin Russell (Programme Director)

& George Hockey (Programme Coordinator)
📩 sportspathteam@gmail.com

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