More touches. More confidence. More development.
Development-led football coaching for children across Birmingham, Sandwell and Dudley. Led by UEFA B Licensed coach James Walker, every session provides meaningful time with the ball, individual guidance and an environment where children can enjoy their football and keep progressing.
Coaching with purpose, built around the player
Every J W Football Coaching session is planned with a clear technical or game-based purpose while still giving children the freedom to play, make decisions and enjoy their football.
Activities are adapted around each group’s age, confidence and stage of development. Some players need greater challenge, while others need more time, encouragement or a different way of understanding the task. Our approach allows every child to remain involved, experience success and continue progressing at a pace that is right for them.
Children receive meaningful time with the ball, individual guidance and opportunities to practise skills in realistic situations.
Meaningful ball contact
Children learn football by playing football. We design activities to reduce waiting and keep the ball at their feet, creating repeated opportunities to receive, turn, travel, pass, finish and make decisions. Every repetition has a purpose before the learning is tested through mini-games and small-sided football.
Individual Guidance
We get to know how each player learns and what will help them in that moment. A skill may be broken down, demonstrated differently or made more challenging, with specific feedback that gives the child greater clarity and confidence.
Inclusive Coaching
Every child should feel that the session belongs to them. We adapt the space, equipment, rules, level of challenge and how instructions are given so children with different abilities and support needs can take part meaningfully, experience success and enjoy learning alongside the group.
Clear Progression
Progress is built over time rather than rushed within one session. We revisit core skills, introduce new detail when players are ready and gradually increase the challenge through decisions, pressure and game-based situations. This allows children to recognise their improvement while continuing to enjoy their football at the right pace.
Our Development Programmes
From weekly group sessions and private coaching to holiday camps and school provision, every programme is designed to give children more touches, more confidence and more opportunities to develop.
Weekly Development Sessions
Energetic, development-led group coaching focused on ball mastery, receiving, turning, passing, shooting and decision-making. Players enjoy more meaningful time with the ball while developing confidence and game understanding.
1-to-1 & Small Group Coaching
Focused coaching shaped around the individual player. Ideal for improving specific technical areas, building confidence and receiving detailed feedback within a positive and supportive environment.
School Holiday Camps
Fun, active holiday programmes combining football development, small-sided games, challenges and tournaments. Children can stay active, develop their skills, make friends and enjoy their football.
School PE & Sports Provision
Professional curriculum PE, after-school clubs, lunchtime provision, enrichment days and early-years football delivered by an experienced school sports coach.
Our Player Development Pathway
One of the things I am most proud of at J W Football Coaching is the pathway we have built together. I lead the programme with support from trusted independent coaches who work alongside me and help deliver selected sessions.
For many children, the journey begins at Mini Kickers. Some arrive full of confidence, while others need time before they feel comfortable joining in. At this stage, we are not concerned about matches or results. We want every child to enjoy having a ball at their feet, get plenty of touches and leave the session excited to return.
As players develop, the coaches and I get to know them, help them find the right group and, when the time is right, prepare them for a team environment. Together, this work has helped J W Football Coaching form 18 teams for Maypole FC in just three years. Seeing children progress from their earliest sessions into teams, build friendships and enjoy playing every week is incredibly rewarding for everyone involved.
Team football is not the only measure of success, and no child is pressured to progress before they are ready. J W Football Coaching and Maypole FC are separate organisations, but we work together to provide opportunities when a player and their family feel the time is right.
"Jay and the whole team of coaches at J.W football have been amazing since my son joined. Rowan's confidence has grown so much, not only in football but in himself too. He also loves attending the extra holiday sessions during the school holidays. They're always well organised, great fun, and give him something he genuinely looks forward to. Thank you so much to Jay and the whole team."
Faye
Parent
"Jay and all of the guys at J.W are absolutely Brilliant would 100% recommend. My son has come on so much since he has started with them."
Danny
Parent,
"Jay and his Team have been absolutely amazing with my little boy, who joined the mini’s when he was 4 (turning 6 next week). Training on a Saturday morning is the best part of his week, he can’t wait to get there. It’s a fun, safe and a professional setting. Jay was also very supportive when my little boy broke his arm last summer and was out for a few months, he made sure there was a gentle / safe transition back into training, once the consultant gave him the go ahead to start playing sports again. Highly recommend "
Kim
Parent
Start your child's football journey today
Training locations
Sessions held across Birmingham, Sandwell and Dudley, United Kingdom.
Booking managed securely via ClassForKids.