Growing up, football was more than just a game for me—it was my escape. It was the one thing that made sense in a world where trouble was always around the corner. But like many young people in my community, I lacked the support, the guidance, and the opportunities to turn my passion into something greater.
I remember the struggles—the temptations, the bad influences, and the feeling of being lost with no real direction. I needed someone to believe in me, to push me, to show me that my talent and dreams mattered. But that person never came. So, like many others, I had to figure things out on my own.
Now, I want to be that person for the next generation.
That’s why I’m starting a football academy—not just to train young players but to mentor them, to guide them, and to keep them away from the same traps that nearly caught me. I want to give kids a place where they feel safe, valued, and empowered. A place where they can dream beyond their circumstances and work towards a future built on discipline, teamwork, and passion.
Football has the power to change lives. It teaches resilience, respect, and responsibility—qualities that go beyond the game and shape who we become. My goal is to help young people realize their potential, not just as athletes but as individuals who can make a difference in their own lives and their communities.
I know what it’s like to feel unseen. I know what it’s like to need a chance. That’s why I’m here—to make sure no young person has to walk that journey alone.
This isn’t just about football. This is about changing lives—one game, one lesson, one young person at a time.
Are you with me?
Our philosophy is built on the belief that every young person has talent, potential, and a purpose—sometimes they just need the right environment to unlock it. We see football not only as a sport, but as a powerful tool for growth, discipline, and positive change.
We believe that character comes before skill, and that developing confident, respectful, and responsible young people matters just as much as developing great athletes. Our academy is a place where commitment, teamwork, and resilience are celebrated. We focus on building strong foundations—on the pitch and in life.
We understand the challenges many young people face because we’ve lived them. That’s why we prioritise creating a safe, supportive community where every child feels seen, heard, and valued. We aim to steer them away from negative influences and towards opportunities that help them grow.
We don’t just train players—we mentor them. We guide them. We inspire them to believe in themselves.
Our philosophy is simple:
Use football to build better futures.
If we can help a young person stay focused, stay positive, and stay hopeful, then we’ve already won.
Our team is made up of passionate individuals who believe in the power of sport to change lives. Each member brings personal experience, professional skill, and a commitment to guiding young people toward brighter futures.
Founder & Head Coach – Asim Masud
Driven by lived experience and a deep passion for youth development, Asim created the academy to give young people the support he once needed himself. With years of youth work, mentoring, and football coaching behind him, he leads with empathy, discipline, and a genuine desire to help every child reach their potential—on and off the pitch.
Assistant Coaches
Our assistant coaches are dedicated role models who bring energy, commitment, and football knowledge to every session. They support players’ development while promoting teamwork, respect, and a positive attitude. Each coach shares the academy’s passion for creating safe spaces and strong futures.
Wellbeing & Mentoring Team
Beyond football, our wellbeing mentors focus on personal growth, confidence, and emotional resilience. They help guide young players through challenges in school, at home, or in their community—ensuring they always have someone they can trust.
Safeguarding & Support Staff
Our safeguarding team ensures that every child feels safe, supported, and protected within the academy environment. With rigorous training and a child-centered approach, they make sure our academy remains a secure and welcoming place for all.
Volunteers & Community Partners
From local leaders to supportive parents, our volunteers play a vital role in helping the academy run smoothly. They bring heart, community spirit, and encouragement—showing our young people that a whole community is behind them. Achieve your goals.
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