In The Technical Area with Amy Shepherd

Amy Shepherd is currently a Development Officer and Girls Youth Technical Director at Sydney University SFC.

Can you give us a an overview of your coaching journey thus far?

My coaching journey began whilst still playing, whereby I started coaching the youth teams at my local football club, Royston Town FC in England, during my teenage years. Whilst studying at University of Brighton, I took a placement year at Cambridge United FC as a Football Development Officer. Upon graduating with a Sport Management degree, and becoming a Sport Development Officer, I was still heavily involved in coaching football both locally and at Watford FC. It wasn’t until a full-time coaching opportunity presented itself in New Jersey, USA, that I took the leap to work in football full-time, where I have been fortunate to hold such roles ever since.

After three years coaching in America, I came to Australia in 2016 where I started my roles at Sydney University SFC, as well as school coaching involvement. In 2018 I returned home for a couple of years, where I was fortunate to work as a Football Development Officer for Norwich City FC Boys Regional Development Programme, as well as assisting Watford FC Women U23s, before returning to Australia and Sydney University SFC in 2020 as their Football Development Officer and Coach.

Football has taken me on an incredible journey, and linked nicely with my interests of travelling and exploring different cultures and food, and experiencing different football environments across the globe.

When did you first start coaching and why?

At the age of 16, I was playing senior football and was approached to coach one of the youth teams, after recognition of my positive leadership qualities. I then quickly started coaching in schools, as well as clubs, and have never looked back. Football has always been a passion for me, so finding out I could potentially be involved in the game even more, whilst also gaining some form of pocket money was a no-brainer at that age! As I got older, I realised my career pathway would be more possible in coaching, as opposed to playing, and have been so fortunate to stay heavily involved in the beautiful game ever since.

What do you think are the 3 main characteristics of a successful coach?

I think coaching has evolved so much over the years, whereby a lot of characteristics and qualities are expected as the game grows and develops. Depending on the level and age of the game, success can be defined by so many variables. However, when I look back on both coaches as a player, and coaches as mentors, the main coaches that have made an impact to me are those that put people forefront of players. So, I would say personable, honest and knowledgeable. It’s so important that you gain a level of trust and respect by building relationships, then being open and honest with realistic feedback, but also having a great knowledge of the game and education in what you do.

How do you keep developing yourself as a coach to be the best you can be for your players?

Time management is crucial, as with most sport industry careers, football never sleeps! So carving out time to ensure you are continuously learning can be difficult, especially as seasons continue to expand. But ensuring you set aside professional development hours, whether it be coach education courses, leadership, nutrition, psychology, etc, but making time to complete those CPD hours, as well as listening to podcasts and reading research papers to ensure your football knowledge adapts with the modern game. Outside of that, I find it important to look after yourself on a personal level, ensuring we do everything we ask of our athletes when it comes to getting enough sleep, eating well and exercising. We need to be the best version of ourselves before we can give to players, so a work-life balance is important. And finally, staying in touch with football as a fan – passion is where it all started for me, so taking time to enjoy football for how I fell in love with it for in the first place. This passion is contagious!

If you could turn back the clock, what advice would you now give to yourself when you first started coaching based on the experiences you have had?

When I first started coaching, I would take so much of it personally, whereby you could receive a lot of positive feedback, but easily get stuck on that small negative. So just like playing, it’s so important to not take it too personally and to be able to separate from it when needed. I would also be more candid with feedback provided to players, being honest and realistic, in a positive constructive manner that allows a player to push to that next level. Finally, I would always say enjoy the now. It is a forever changing business and one that takes up many hours, so when opportunities arise and you want to jump at them, ensure it’s the a role that’s right for you and stay in love with the game!