Most clubs develop players.
Very few develop the people
who develop the players.
We partner with clubs, federations, and organisations to build the coach education systems, leadership structures, and development frameworks that create lasting change.
1000+
Coaches developed
21
Clubs partnered
11
Countries
30+
Years combined experience
Trusted by club, coaches, and organisations across grassroots and elite football
Why structure is the difference
Coaches leaving not because they lack passion, but because they lack support.
Players dropping out earlier because the environment isn't good enough to keep them.
Staff overwhelmed by planning and admin with no frameworks to lean on.
Leadership misalignment that prevents a shared coaching culture from forming.
These aren't problems unique to your club. They're the result of under-investing in the people responsible for developing players. That's exactly what we're here to fix.
Who we work with
For Clubs
Clear player pathways
Stronger coach support
Better retention
Leadership alignment
For Coaches
Practical tools for communication
Confidence in mixed-ability groups
Clear expectations
Reduced burnout
For Players
Safe, game-relevant learning
Focus on decision-making
Confidence building
Enjoyable environments
Start with clarity: the Club Development Audit
If you want sustainable development, better retention, and consistent standards across teams—start with a structured Audit and roadmap tailored to your club reality.
How we work with clubs
Our work is built around clear structure, practical education, and long-term support — always adapted to the reality of each club.
Assessment & Roadmap
Review your club structure and player pathway
Spot key challenges in coach support and retention
Deliver clear short- and long term action plans
Education & Mentorship
Host tailored coach education workshops and presentations
Provide ongoing theoretical and practical mentor support
Share ready-to-use education material and templates
Ongoing Partnership
Regular check-ins to track application and progress
Keep your club on course with expert advice tailored to your clubs philosophy
Access regularly updated resources and best practices
"The strength of the programme was the combination of theory, practical sessions, and ongoing follow-up. Coaches felt supported rather than evaluated, and the mentorship element helped translate ideas into better sessions for the players. You could see the impact across multiple age groups."
Johan Ström, Sollentuna FK
The people behind The FCA
Ben Åsberg Cronshaw
Co-Founder and Lead ConsultantBen leads FCA's international partnerships and club development work, bringing systems and organisational thinking to grassroots and elite environments alike.
UEFA A Licence · MSc International Football Business · Klubbchef, Lerums IS (1,300+ players) · Active across Sweden, Middle East, North America, Africa & India
Co-Founder and Educational DirectorMike Lindström
Mike drives FCA's coach education programmes, combining elite experience with a deep understanding of what coaches actually need on the ground.
UEFA A Licence · 16 years youth & coach development · Utbildningsansvarig, AIK · Active across Sweden, Middle East, Africa & India
Ready to build a development culture that lasts?
Every engagement starts with a conversation — not a sales pitch. Tell us where your club is and where you want it to be.