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Football Coach and Dad of England Stars Backs Play Their Way Ahead of World Cup
Play Their Way, the national child-first coaching movement funded by Sport England and The National Lottery, has been backed by a leading football coach and father of two of England's biggest football stars.
Nigel James, father of World Cup debutant Reece James and Lioness star Lauren James, hosted a special Play Their Way session at Nigel James Elite Coaching in Wimbledon on Monday (June 8), with the FIFA Men’s World Cup 2026 just days away in the United States of America, Canada and Mexico.
The Play Their Way campaign is calling on coaches to put children first by prioritising their enjoyment, giving children more of a choice and voice in the way they take part in sport and more ownership of their sporting journey and development. The approach sees children working with their coaches to create and shape the sessions and activities they take part in.
Monday’s session showcased the role of child-first coaching for young footballers in the talent pathway, with Nigel James instilling a philosophy of fun and enjoyment when he coached Reece and Lauren that he believes was key to their development.
Nigel James Elite Coaching, founded in 2002, works with players aged 7 to 18 and has built a reputation on a philosophy that prioritises enjoyment and the holistic development of young players. Whilst several of their alumni include current professional footballers such as Coventry City star Jack Rudoni, players also continue their sporting journeys in a number of other ways including university sports scholarships.
The Play Their Way session with a group of under 14’s boys’ and girls’ players was led by Pete Sturgess, who spent 17 years at the FA as National Foundation Phase Lead for 5–12-year-old players. During his time at the FA, Sturgess played a key role in the England DNA project - a coaching philosophy with a focus on play and creativity which is embedded into every England age-group team including both the senior men’s and women’s teams. Co-leading the session was Play Their Way Ambassador Tom Hartley, Foundation Phase Lead at Oxford United Women's FC, and a coach developer with British Gymnastics and UK Coaching.
Nigel James commented: “From a young age, I always encouraged Reece and Lauren to enjoy their football above everything else. The Play Their Way campaign emphasises exactly that. Putting the enjoyment, rights and needs of every young player at the heart of coaching is how we produce not just better footballers but well-rounded, resilient young people.
“We work with some of the most ambitious young footballers in the country but it’s never about churning out elite players. We support every young person to achieve their own personal goals. Child-first coaching and the Play Their Way campaign puts the voices and needs of the young person at the heart of their development and that aligns with our approach here.”
Phil Smith, Executive Director, Sport England said: "Child-first coaching and the Play Their Way campaign is not just about grassroots sport. It is relevant and vital at every stage of an athlete’s or footballer’s journey. By putting play, fun and enjoyment at the centre of young people's experiences, child-first coaching creates positive experiences at every level, from the local park or playing field to the talent pathway.
"Every child and young person has the right to be active, to benefit from being active in a safe, positive and trusted environment, and to have an equal chance to achieve their potential."
Pete Sturgess said: “Child-first coaching builds on the philosophy we embedded in the England DNA programme, but it goes further. It is not only about prioritising enjoyment. It is about embedding play, ensuring every young person’s voice is heard and supporting their individual goals.
“Every child has the right to play, to be heard and to develop in their own way. That is the foundation of the Play Their Way campaign, and it is what we need coaches at every level of the game to understand and embrace.”
The Play Their Way movement was launched in May 2023 to transform the way children and young people are coached by prioritising their rights, needs and enjoyment in a ‘child-first’ approach. The campaign is funded by Sport England and The National Lottery and is led by the 16 partner organisations that make up the Children’s Coaching Collaborative.
To learn more about the campaign, access resources and sign up to join the biggest grassroots movement to transform the way we coach our children and young people, visit www.playtheirway.org.
Credit: © Getty for Play Their Way