Dear Coach,

Do you have five minutes to discover an exciting new way to take your coaching or management career to the next level?

If you work with professional, semi-professional, elite youth or senior amateur players (college players), or if you aspire to coach these groups, please read on.

I’m introducing you to a fresh, modern way to develop your skills and enhance your prospects. This will:

  • Prepare you for being a head coach or manager
  • Provide ongoing professional development to keep your skills up to date
  • Qualify as a credit to retain your UEFA Pro licence (you do not need to hold the licence to take part).

Developing a Culture of Excellence gives you a tool box to help you develop your skills as a manager.

Rather than an attendance course or series of lectures, it is an online learning course that allows you to decide when you learn.

You will discover:

  • What makes a good manager?
  • What is a culture of excellence?
  • What are your own strengths and weaknesses?
  • What are your communication skills?

The course will help you to establish a vision, set realistic objectives for yourself, and know how to achieve them. It will also help you to improve communication.

This course contains six modules (chapters) and each module contains seven units, totaling five hours of e-learning. The course will take between 15 and 20 hours to complete.

For an initial launch period until August 31st 2010, you can take part for just £95. If you enrol after this date, the enrolment fee will be increased to £149 so act now to take advantage of this introductory rate.

Who should take this course?

  • Managers
  • Coaches
  • Assistant managers
  • Reserve coaches
  • Academy coaches
  • Youth coaches

Why take the course?

  • Learn from the best in the world
  • Easy to access online for busy coaches and managers
  • Flexible completion times
  • Avoid travel and hotel stays with live courses
  • Learn from practical problems, not theory
  • Reflect, discuss and learn from fellow learners over a period of time
  • It’s an alternative to attending in-service or retention courses through your National Football Association


Sir Alex Ferguson explains how to measure performance

How will you learn?

There are five main learning methods:

1. Video interviews. Each section begins with a question, and the question is answered by a collection of the following managers:

  • Fabio Capello, England
  • Sir Alex Ferguson, Manchester United
  • Arsène Wenger, Arsenal
  • Roy Hodgson, Fulham
  • David Moyes, Everton

They provide insights into leadership from the very top of the game. There are more than three hours of interviews in this course.

2. Tasks and website support. As a course participant, you will be given a number of online tasks to complete. These will encourage you to think about the way you currently work. You will be asked to complete activities in a course community website where you can share information and advice with other users. Only learners on the course have access to this community. In addition you will be provided with the following learning tools.

  • Ask questions, share ideas and discuss common issues in an exclusive online discussion forum
  • View and manage your personal learning record
  • Access an archive of soccer management articles and links
  • Enjoy seminars broadcast on the web (webinars) from the comfort of your own home
  • View and contribute to blogs
  • Listen to podcasts sent to you by email

3. What if? scenarios. You will be invited to submit answers to made up managerial and coaching problems. You post your comments to other members of the learning community for other members of the group to view and comment upon.

4. Online tutor support. Provided by LMA tutors including:

Terry Dolan, former Manager of Hull City, York City and Bradford City John Duncan, former manager of Ipswich and Chesterfield F.C. Bobby Howe, former Director of Coaching, US Soccer
Martin Hunter, former England U19 Coach and Assistant Manager Norwich City and Watford F.C. Les Reed, former FA Technical Director, currently head of Football Development Centres at Southampton F.C. Tony Waiters, former Manager of Plymouth Argyle and Vancouver Whitecaps. Canadian National Team Coach qualifying for the 1982 World Cup.

5. Webinars. You will be invited to participate in six free webinars, one for each module. Each webinar will last 45 minutes and will be conducted by two of the online tutors. You can sign up to a webinar for free via the community website, once you are enrolled on the course.


Arsène Wenger on how he judges success

Once enrolled you have over 3 months to complete the course. You can start and stop the course at any time, at your leisure, completing as little or as much as you want each time. There is no time pressure and no requirement to attend a “face-to-face” course at a venue.

All learners are tracked through the system to completion, and receive a certificate on successful finishing of the course.

Enrol today, get ongoing FREE access to the community website and a 20% discount on all subsequent course fees (subsequent courses are optional, you will not be enrolled automatically).

Yours in football,



Howard Wilkinson

Chairman, League Managers Association, former England manager, Leeds United manager and Technical Director of the FA

P.S. Remember - this is an elite performance course that is being made available to selected coaches only. Act now to enrol for the benefits.

P.P.S Continue below to read comments from some of the managers that have taken the course so far.

Brian Robson - Manager Thailand National Team & former Manager of Middlesbrough F.C. & Sheffield United F.C.

“I have found it very interesting doing the Modules. The LMA School of Football Management Course is very good for interacting with people in the game, gaining knowledge of their thoughts and ideas from the blogs. It also refreshes your memory on courses you have been on before. Many thanks for your advice”

George Hageage - Soccer Coach Eastern Washington University, USA; NSCAA Associate Staff Member and NSCAA Region 12 Technical Director

“Thanks again for everything. I did find the course interesting and would recommend it to others. The scenarios were excellent in making you apply the modules topic into real world occurrences.

I like the flexibility to work when and where I can via the blog. I have made a couple of contacts but have noticed that most are not so willing to comment on the works of others. My online tutor Tony Waiters has had wonderful input and his comments have been right on”

Terry Burton - Assistant Manager, Cardiff City F.C. English Championship & former 1st team, reserve & youth coach at Arsenal F.C.

“I enjoyed doing the course. I think it is a very good concept, for those of us who are lucky enough to still be working! It gives you a chance to pick up additional knowledge without having to spend time away from the training ground.

I think the most inspiring aspect have been the links that lead on from the questions, I have recommended the course to several coaches already I hope they follow it up. Keep up the good work and thank you once again for keeping us thinking”

Butch Lauffer - Heads Men’s Soccer Coach, Texas A & M, USA

“I want to thank the League Managers Association with this forward thinking and approach to advanced coach education.

At the top level managers and coaches are very busy and do not have the time to travel and take a 5-10 day course but through the LMA School of Football Management they bring it directly to the office or home and can be completed at one’s own pace. And having the chance to learn from the games’ biggest names was brilliant!

I am greatly looking forward to the next release since we do not have anything like this in the US.”

Ged McNamee Academy Manager, Sunderland F.C. English Premier League

“Very Stimulating - The LMA School of Football Management allows you to access some interesting information. I find that the modules encourage you to re-evaluate your present managerial /coaching practices. The course also allows you to draw on other course members points of views and experience.”

Geraint Williams - Former Manager of Colchester United F.C. & Leyton Orient F.C., English Football League

“The course has been a real help in me questioning, and re-affirming my values and beliefs. Listening to the top managers interviewed & sharing their knowledge on real issues is invaluable.”

Paul Smalley - Director of Youth, Portsmouth F.C. English Championship

“I enjoyed the course immensely. Each section challenges your concepts, principals and philosophies. The personal values and developing a culture of excellence was very interesting. The video footage and visuals linked the course quite nicely. Good balance of material”

Karl O'Shaughnessy - Coach Education Officer at Football Association of Ireland

“I'm currently completing this course of study and am enjoying it. Compared to other e-learning courses I have taken part in, this one in particular encourages the student to log their learning as they progress through the course and this element has been very beneficial to me. It allows for time to reflect on the topics and compile your thoughts in a logical manner. The learner is involved in the course from the start and not merely a spectator. The use of high profile coaches for audio/video modules also makes for interesting viewing and provides a 'real life' aspect to the football scenarios discussed in the modules.

I have spent considerable time watching, analyzing and sharing my thoughts on the blog. The real key for me though is that the course is not easy, it's not something you can simply fly through. It is thorough, thought provoking and focuses the learner from the off set.

I see it as a very worthwhile element of my professional development in Football Management. I have already implemented some of the ideas in my own management and coaching positions.”

Danny Nicholls - First Team Coach at Corby Town Blue Square, Conference North League, Northants, England

“I’ve really enjoyed the course and the very flexible way I can jump in and out of the course when it’s convenient for me.

The knowledge I have taken from the course is invaluable and supported by managers and coaches at the very highest levels.....where one day I see myself. If I didn't I wouldn’t have the drive, desire and self belief to set high standards and now a culture of excellence... once again a great course thank you and I look forward to receiving my certification which will take pride of place next to my coaching awards”

Mark Parker - Technical Head Coach at Langley United Youth Soccer Association, British Columbia, Canada

“I have really enjoyed working through this course. I enjoyed everything, if I were to single out one specific area it would be the "real life interviews" I have done a number of e-learning courses and expected something similar to begin with, however I am blown away with the real-life interviews. Thoughout the course the video interviews were of great benefit to me.

The LMA Football Management Course gives one the opportunity to systematically work through a program in one's own home or office, listening and learning from the world's best. Personally I rate this program very highly!

I enjoyed the LMA School of Football Management Course very much. When you get the next course up and running I will be signing up.

In a nutshell - Excellent stuff!”

Leading League Managers Assocation members featured in this course are:

Fabio Capello

When Fabio Capello became England manager on 14 December 2007, he was delighted to accept the role as LMA President.

Capello entered English football universally acknowledged as one of the most successful managers of all time.



Capello has managed in four major European cities - Milan, Madrid, Rome, and Turin and won league titles with AC Milan, Real Madrid and Roma.

Under Capello, England opened their qualifying campaign of the 2010 FIFA World Cup with a 2–0 victory over Andorra.

After impressive wins against Kazakhstan and Croatia, England completed their best ever start to a World Cup qualifying campaign with a fourth straight win beating Belarus 3–1.

Sir Alex Ferguson

Sir Alex Ferguson CBE was appointed manager of Manchester United on November 6th, 1986. That day date has become a monumental milestone in history.

The legendary Glaswegian - born Alexander Chapman Ferguson in 1941 - is the longest-serving and most successful manager in British football.

Manchester United lifted their first league title for 26 years in 1993 - the first of 10, so far, under Ferguson.



United won the league and cup double in 1994 and 1996 before achieving a remarkable treble - including the Champions League trophy - in 1999. Sir Alex was knighted for services to football following that astonishing season.

Ferguson's team completed a hat-trick of league titles by topping the Premiership in 2000 and 2001. Briefly, he contemplated retirement but has sustained both his hunger and the club's success, claiming the double of the Premiership title and the Champions League - for the second time - in 2008.

He has been England's Manager of the Year on nine occasions, the LMA Manager of the Year twice as well as being named Manager of the Decade in 1999.

Arsène Wenger

Arsène Wenger has been the manager of Arsenal since 1996 during which time he has won seven major trophies and the Charity Shield.

The Frenchman was relatively unknown in England when Arsenal secured his services but he has become the most successful boss in their history.

The Gunners won the Premier League and FA Cup double less than two years after Wenger's appointment (he is the only non-British manager to achieve this) and repeated the feat four seasons later.



His early career in management took in Nancy Lorraine, AS Monaco and Japanese outfit Grampus Eight.

Arsenal have won the title three times under his stewardship. The third championship, in 2004, was remarkable for the fact that they went unbeaten throughout the entire league season, a Premier League record.

Arsène has won the FA Cup on four occasions and led Arsenal to the final of the Champions League in 2006.

David Moyes

David Moyes has been a winner of the prestigious LMA Manager of the Year award a record three times confirming the potential he showed as a young boss with Preston North End.

The Glaswegian was still four months short of his 35th birthday when he took charge at Deepdale in 1998.



Moyes, who started taking his coaching badges at the age of 22, had planned well for management during a relatively modest playing career that began with Celtic and included Cambridge United, Bristol City, Shrewsbury and Dunfermline.

Preston reached the play-offs in his first full season and were promoted as champions of Division Two the following year.

Roy Hodgson

Roy Hodgson is a vastly experienced manager whose career spans no fewer than seven countries.

The multi-lingual Londoner is currently in charge of Liverpool having earned an international reputation as a coach.



Switzerland had failed to qualify for a major tournament since the 1960s when Hodgson led them to both the 1994 World Cup and Euro 96. Then, in the first of two spells with Inter Milan, he steered the Italian giants to the final of the 1997 UEFA Cup.

Roy was lured back to England and guided Blackburn Rovers into Europe before returning to Switzerland to take charge of Grasshoppers FC.

What is the League Managers Association?

Founded in 1992, the League Managers Association (LMA) represents all managers in the English Barclays Premier League and the Coca Cola Football League.