Build an academy that runs — and grows — without running you into the ground.
The mentorship for football academy owners who are brilliant on the grass but drowning in the business. Get your pricing, your systems and your coaching sorted — so you can step back and scale without diluting what made you good.
Sound familiar?
If that sounds like you, it isn't because you're a bad coach. It's because you don't have a system in place. Building that system with you — that's the whole job of ASCEND.
What ASCEND actually is
A mentorship and a community that gives you the business behind the coaching — your pricing, your systems, your marketing, and a curriculum your coaches actually deliver — alongside a room full of academy owners building the same thing. So the academy stops depending on you, and starts growing because of you.
Know your numbers
Price with confidence. The cost-model calculator and the sessions to build a business that pays you properly — not one you're subsidising.
Systemise & delegate
Get it out of your head and onto paper, so a coach you hire can deliver your academy to your standard — and you can finally step off the grass.
The curriculum
A done-for-you, fully-branded coaching curriculum framework — the exact thing that lets you scale without diluting the product.
Marketing that fills sessions
Simple, repeatable ways to be seen and trusted locally. No gimmicks, no dancing on TikTok — just what actually brings kids through the door.
The community
Weekly support, other owners in the trenches with you, and direct access to me. You stop guessing alone.
Direct access to John
Not a faceless course. Me, in the room, answering your actual questions about your actual academy.
Is it for you?
ASCEND is for you if…
- You run (or are starting) a football academy or coaching business
- You know you can get to the next level — you're just stuck on how
- You're good with the kids — the business side just never got the same attention
- You want to grow without burning out or lowering the standard
- You're ready to build systems, not just work harder
- You'll actually do the work
It's not for you if…
- You want a magic button and none of the graft
- You're happy staying a one-person operation forever
- You think coaching quality and business don't mix
- You won't turn up or put anything into practice
FREE GUIDE · WHAT SPECIFIC CONTENT TO POST
The exact 15-slot weekly content plan I ran at my own academy — every carousel, reel and story slot, templated. Fixes the “marketing that fills sessions” stage of ASCEND.
Why me
I didn't read this in a book. I built a football academy from nothing and sold it — so I've made every mistake there is on pricing, hiring, systems and marketing, and figured out what actually works.
Now I help other coaches and academy owners do the same: turn a talent for coaching into a business that grows, pays them properly, and doesn't fall apart the moment they step off the grass.
That's ASCEND. No fluff, no theory — the real system, from someone who's actually done it.
Playit Loveit · est. 2018 · built to 350 players a week · sold 2026
Two ways in.
Both get you the full system. Premium adds direct, regular time with me.
- The full ASCEND system & sessions
- The pricing & cost-model calculator
- The done-for-you curriculum framework
- Marketing playbook that fills sessions
- The community of academy owners
- Everything in Core
- 2× 1-2-1 calls with me every month
- Direct access between calls
No lock-in, cancel anytime on either tier.
No Risk, No Lock-In
Cancel any time, no contract, no small print. If ASCEND isn't right for your academy, walk away — simple as that.
Questions
I'm just starting out — is this too advanced?
No. Whether you've got 5 kids or 500, the principles are the same — get your pricing, systems and marketing right from the start and you skip years of mistakes.
How much time does it take?
As much or as little as you put in. The system is there when you need it; the community is there weekly. Most members get value from their first session.
What's the difference between Core and Premium?
Core gives you the full system, calculator, curriculum and community for £100/mo. Premium adds 2 direct 1-2-1 calls with me every month for £300/mo, if you want hands-on help applying it to your academy specifically.
Will this work in my area?
It's built on universal principles — trust, value, consistency, smart operations. Members apply it in cities, towns and rural areas. The framework works because it's about people, not postcode.
What if it's not for me?
Then you cancel — no lock-in. But give it a real go first: turn up, do the work, ask questions.
I've only just started — is this too early for me?
No. ASCEND is built to meet you where you are, whether that's your first ten players or your two-hundredth. The earlier you get the business side right, the less you have to unpick later.
How is this different from just buying a course?
A course is information you watch once. ASCEND is the system plus me — direct access, real answers to your specific situation, and a community of owners doing the same thing.
Apply for ASCEND
Five questions, two minutes. I read every application myself — if it's a fit, you'll hear from me on WhatsApp within a day or two.
Application in.
I read every one myself. If it's a fit, you'll hear from me on WhatsApp within a day or two — keep an eye on your messages.