90883_1 Coaching Summit Programme March 2014 | Page 11

Seminars

Right Coach, Right Place, Right Support
Speakers: Dan Thorp (LTA), John McIlroy and Jenny Buckham (sports coach UK)

In a perfect world, we’d be able to provide ongoing, one-to-one,
tailored support direct to each individual coach. In reality, we
need to find a way to support the needs of many coaches
with different needs in a more sustainable way. So how can
you determine the type of support your coaches need? How
can you group common needs together to create targeted
yet sustainable support? How can you use this information
to ensure your coaches best meet the needs of participants?
Drawing on information from recent market segmentation
work on coaching, this session will provide you with key insights
that can be applied to your own coaching workforce.

You will also hear how a market segmentation approach has
been applied in the sport of tennis, following the launch of the
Lawn Tennis Association (LTA) Participation Strategy in 2013.
Targeting non-traditional tennis markets, especially through
park sites, leisure centres and other community partners, it
was quickly apparent that the existing coach development
and support offer did not meet the needs of the strategy.
A segmentation approach helped the LTA to understand
the emerging and untapped coaching market required for
participation, to understand its needs and in turn redesign and
re-align LTA coach development and support.

In a move away from the traditional approach of looking at
support needs purely by qualification level, you will discover a
new way of segmenting the coaching workforce. This approach
has uncovered different ways of determining and grouping
the support needs of coaches. In an interactive element to
the session, you will be supported to interrogate your current
systems in order to test their effectiveness in providing essential
support to your coaches.

Excellent coaching can only be achieved when the coach is fully
aware of the needs of the participant and supported within a
specific environment to meet those needs. Whether interested
in supporting one small group of