⚽︎ Joe Dixon: Growing YP Football Academy in Yorkshire
Soccer Coaching Business sat down with Joe Dixon, founder of YP Football Academy, to talk about his journey from player to coach, how he turned a side hustle into a thriving training business, and what it takes to grow a coaching brand in today’s competitive football training landscape.
Starting the Journey
Leo: Joe, tell us how your coaching journey began and how it developed into a business.
Joe: I’ve always had a playing background — I grew up playing every sport I could, but football was always the main one. I played for a few clubs before suffering an injury that made me question what I wanted to do outside of playing. That’s when I discovered coaching.
Funny enough, I actually started out studying engineering before switching to sports. Once I got into coaching, I fell in love with it. I began working with clubs like Sheffield United and Bradford City.
Later, I went to Canada for a year, where I saw a real gap in the market — players needed extra training outside of their club commitments. That’s where the idea for YP Football Academy came from. It started as a small side hustle — just one-to-one sessions to make a bit of extra income — but it quickly grew. Players loved the personal touch and the relationships we built.
When I came back to England, the pandemic hit. With restrictions in place, I decided to offer one-to-one sessions outdoors. I posted on Facebook, and the response was amazing. From five or six clients, I grew to being fully booked — and that’s when I realised it could be something more serious.
Turning Passion into a Business
Leo: When did it go from side hustle to full business?
Joe: During lockdown, demand exploded. I brought on other coaches I knew who were also furloughed, and we were running 30–40 sessions a day with five coaches. Parents loved what we offered because it was intense, high-quality, and consistent.
After the lockdowns, parents kept asking what I’d do next — and that’s when I created YP Football Academy as a proper brand. I wanted it to represent more than just me. Now, players want to train with YP, not just “Joe Dixon.” That’s a huge milestone.
What Makes YP Football Academy Different
Leo: What kind of training do you specialise in?
Joe: We focus on technical training — improving ball mastery, one-v-one skills, and confidence under pressure. The game is so much faster now that every player, no matter the position, needs to be technically sharp.
We have five phases:
Pre-Academy (U8) – fundamentals, fun, and movement.
Game Development (8–12) – small-sided games and tactical understanding.
Player Development Programme (PDP) – small groups, high intensity, for players close to academy level.
Elite Training & One-to-Ones – focused technical work.
Scholarship & Performance – preparing older players for senior football or U.S. scholarships.
We’ve had around 15–16 players sign with academies through our PDP programme in just two years, which we’re really proud of.
Scaling Up and Managing Growth
Leo: A lot of coaches struggle to move from one-to-one sessions to group training. How did you handle that transition?
Joe: At first, I worried about losing that personal feel. But I promised parents the intensity and quality would stay the same. We designed sessions so players act as partners and take turns being “the coach.” That way, they stay engaged, accountable, and we still keep that one-to-one focus within a group.
Scaling up was about being adaptable — taking any pitch time I could find, building trust with my coaching team, and keeping standards high. I’ve had the same group of coaches from the start, and they’ve really bought into the brand.
Challenges and Lessons Learned
Leo: What have been the biggest challenges?
Joe: Equipment and pitch space — without question. We use a lot of gear, so transporting and storing it is always a challenge. Pitch availability is another big issue, especially as we’ve grown.
We’ve also learned a lot about keeping things accessible. We want YP to be affordable for families while still maintaining high standards.
Building the Business Side
Leo: How do you handle payments and client management?
Joe: We moved away from cash pretty quickly. Everything’s now done online through monthly plans or six-week training blocks. For one-to-ones, we require clients to commit to six-week packages — no single sessions. It helps players stay consistent and gives us predictable income.
We often say to parents, “We’re hard to get in with, but once you’re in, we’re loyal.” That mindset keeps demand high and relationships strong.
Advice for Other Coaches
Leo: What advice would you give to coaches trying to go full-time?
Joe: Use your daytime wisely. Partner with schools for PE programs or after-school clubs — it builds your network and can lead to more evening clients.
Also, don’t make it about you. Build a brand. That’s how you scale and attract other coaches who believe in your philosophy.
And finally, don’t copy others — adapt. Learn from different ideas and make them your own. Football is a game of opinions, so not everyone will like your methods, and that’s fine. Stay true to what works for you and your players.
Looking Ahead
Leo: Where do you see YP Football Academy in five years?
Joe: Our goal is to be the leading additional training provider in Yorkshire. We don’t want to grow too fast — just maintain quality.
We also want our own indoor training facility: a warehouse with turf, gym space, and classrooms. A place where players, pros, and coaches can train, learn, and grow together all year round.
Leo: That’s a great vision, Joe. Thanks so much for sharing your story — and for giving our readers and viewers a real behind-the-scenes look at what it takes to build a successful coaching academy.
Joe: Thank you! It’s been a pleasure.
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