Applied Coaching Research Journal Volume 1 | Page 29

APPLIED COACHING RESEARCH JOURNAL 2018, Vol. 1
Introduction
Sport Nottinghamshire received funding from
Sport England in 2015 to test new ways of
engaging a more diverse workforce. The project
A Person Like Me was developed in late 2015
and was completed in July 2017. An independent
evaluation of the project was commissioned by
Sport Nottinghamshire and conducted by Ludvigsen
McMachon in 2017. This article presents the
key findings from the independent evaluation,
focusing particularly on the outcomes for young
people engaged in the START training programme.
It also describes some of the key success factors
of the project, which could be used by other
organisations developing similar approaches. Aims of the project
The overall aim of A Person Like Me was to engage
and upskill a workforce that was reflective of the
population, to deliver physical activity sessions
within their local communities. The project had
several objectives:
• To understand the motivations and values of a
community-based workforce
• To identify the training needs of a
community-based workforce
• To test flexible, innovative and creative delivery
methods, including use of technology, for
continuing professional development (CPD)
• To develop new monitoring and evaluation
techniques suited to the local demographic.
Background
The publication of Sport England’s new strategy,
Towards an Active Nation 1 in 2016, saw a greater
emphasis on tackling inactivity, particularly by
helping more people get active and stay active.
Sport England highlighted that coaches and coach
volunteers continue to have a significant role in
helping inactive people get fitter, healthier and
more confident, but also that there should be a
greater emphasis on “softer” coaching skills, such
as behaviours, values and attitudes. Coaches
with engagement skills, who are able to connect
with inactive people and understand their needs,
while also delivering good sporting experiences,
are seen as paramount to the strategy and to the
future direction of coaching. Building on the notion
that good coaching experiences can inspire and
motivate wider audiences to participate in sport and
physical activities, Sport England’s new coaching
plan, Coaching in an Active Nation: The Coaching
Plan for England 2 (2016) stressed the importance
of cultivating a new and more diverse workforce
that is representative of the people they work with,
whether female, elderly, disabled or from black,
Asian and minority ethnic (BAME) backgrounds. The project was underpinned by the belief
that having a workforce that understands
the needs of, and has empathy for, the
individuals they are working with, is key
to increasing physical activity levels.
Prior to the publication of these two key strategic
documents, Sport Nottinghamshire received funding
from Sport England to develop a learning project
specifically designed to test some of the key
principles that would later form part of the Coaching
Plan for England. The project, A Person Like Me, was
developed in late 2015.
The training programmes
Previous county-wide coach support programmes
in Nottinghamshire consisted of one-off workshops
and occasional day events. In 2013/14, Sport
Nottinghamshire worked with leading coach
educators to develop personalised learning journeys
that enabled each participant on the programme
to assess and work on their values, motivations,
behaviours and creativity. Softer skills and the
social side of coaching were the starting point,
rather than technical, tactical skills. In developing
these programmes, it was found that:
• one-off workshops didn’t have a significant impact
on a coaches behaviour
• learning opportunities needed to be part of an
ongoing support package
• creating a positive learning environment increased
retention and motivation to learn
• coach education should be exciting, creative and
above all personal.
With this in mind, Sport Nottinghamshire sought
to look at new programmes to develop coaches
from hard to reach groups and non-traditional
sporting environments. Off the shelf packages were
unsuitable and regarded too formal and
school-like. Thus, new programmes were developed
that were fun, exciting, creative and relatable to
those participating in the learning.
Two new training programmes were developed that
were personal, adaptable and tailored to the specific
needs of each target group.
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