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Our Strategy

The 2017-21 strategy of UK Coaching

Our vision is to help create an active nation inspired through great coaching.

We know great coaching encourages people to be more active, more often. We also know there are much wider benefits involved, including physical and mental wellbeing, and economic, individual and social development.

Great coaching improves a person’s experience of sport and physical activity by providing specialised support and guidance aligned to their individual needs and aspirations.

We’re here to support those who deliver great coaching.

73% of UK adults agreed that coaches help to increase physical activity of participants

UK Coaching 2017

Our Mission is to put coaching at the heart of physical activity and sport.

Coaching is in our DNA. For more than 30 years, alongside our partners, we have provided the coaching workforce with the skills and knowledge they need to make a positive difference. We’ve also supported our partners to do the same.
We’re now widening our scope to do this on a broader scale. How? By adopting a wider definition of coaching and extending our reach into new markets where great coaching makes a difference every day.

6% of the population (over 3-million adults) have coached sport or physical activity in the last 12-months alone

UK Coaching 2017

Our Purpose is to help transform lives through coaching.

We don’t mind whether you call yourself a coach, activator, facilitator, instructor, leader, teacher or trainer. Whatever the label, the result is always the same: By coaching, you are inspiring others and making a positive difference.
We’ll help transform lives by providing expert support and guidance for the sector, to ensure that great coaching is delivered to all those who want it.

71% of people being coached agree that the coaching they receive helps to improve their mental health and well-being

UK Coaching 2017

Our Objectives

In our 2017-2021 Strategy, we're here to achieve the following strategic objectives:

By 2021, we will raise the profile of coaching so that it is recognised for the wider benefits it brings to society and individuals.

What this means:

  • We’ll work to make sure that coaching is recognised not only for its value in competitive sport, but for the wider benefits of physical and mental well-being, and individual, social and economic development.
  • We’ll lead the coaching community to be a key voice within the sport and physical activity landscape.
  • We’ll celebrate coaches and coaching at all levels.

By 2021, there will be a consistent overarching approach to coaching systems that delivers a fit for purpose workforce that better reflects society.

We will support partners to recruit, develop and retain a diverse coaching workforce that better reflects society and inspires an active nation.

What this means:

  • We will broaden our horizons and increase the range of partners we work with. We want to enable delivery of a diverse coaching workforce across the physical activity, health, education and sporting landscapes.
  • Once they’re on board, we’ll provide partners with a high quality consulting service to drive improvements in their workforce.
  • To help our support stretch even further, we’ll deliver a range of partner events with tailored support to meet the needs of different organisations.

By 2021, coaching will be easier to get into and stay involved in.

We will create and maintain UK coaching policy, recognised standards and accessible coaching pathways.

What this means:

  • We’ll make it easier for people of all abilities, backgrounds and motivations to get into coaching.
  • We’ll support great coaching to give children and young people a positive attitude towards sport and physical activity.
  • We’ll support coaches in the talent and performance arena to ensure they have the skills they need to develop their athletes.
  • We’ll develop a coach learning system that leads the way globally.
  • We’ll drive UK coaching policy and make sure it is fit for purpose.

By 2021, the coaching workforce will be participant focused.

What this means:

  • We’ll provide high-quality learning solutions that support coaches to deliver great experiences for their participants.
  • We’ll support those who develop coaches to ensure they create positive learning experiences.

By 2021, we will be a hub of research excellence for coaching, and recognised as the lead agency for coaching.

We will drive coaching research, develop insight and share best practice.

What this means:

  • We’ll drive coaching research and set the agenda for this internationally.
  • We’ll produce excellent insight that meets the needs of the sector.
  • We’ll make sure that what we learn from research, and insight is acted on by ourselves and our partners, shaping policy, delivery and practice.

By 2021, coaches will feel better connected, more knowledgeable and confident.

We’ll create and support a coaching community for coaches.

What this means:

  • We’ll develop a Coaching Watering Hole to be the hub of the community for coaching.
  • We’ll deliver added value to the coaching community by:
    • sharing ideas
    • providing knowledge
    • solving problems
    • learning
    • creating opportunities.

By 2021, UK Coaching is central to the sport and physical activity landscape enabling more diversified income streams.

What this means:

  • We’ll maintain the highest level of corporate governance.
  • We’ll transform our organisation to deliver the highest quality of practice.
  • We’ll develop our staff so they are acknowledged for their high quality and technical offer.

By 2021, technology will enable coaches and coaching.

What this means:

  • We’ll investigate and understand how technology can better support coaching.
  • We’ll provide high quality digital learning and development solutions for coaches.