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“Since I have known Nadeem he has shown excellent organisational and motivational skills. Nadeem has a strong association with athletics and has shown an exceptional ability to use his business attributes to the benefit of the sport. It is this ability to transfer skills from one area to another in a lateral way plus using his motivational manner that has encouraged him to take to launch SMART way Forward.”
Bryan Smith
Director London Marathon
Past Non Executive Director UK Athletics

CPD Coaching Conference 2012: workshop profiles

10.45am – 11.45am (Workshop A)
Delivering constructive feedback
Dr Matt Long, Endurance coach, athletics

Whenever the word ‘feedback’ is mentioned, some individuals become defensive or hostile and brace themselves for personal criticism.

If delivered in the right way however, constructive feedback can provide essential information which can make a huge difference to an individual’s personal development. The key is to deliver feedback in a positive, light-hearted manner, by sticking to the facts and providing specific examples.

From a coaching perspective, identifying the right way in which to deliver constructive feedback to your athletes / players is absolutely vital. If misinterpreted or delivered in an insensitive way, it could have an ongoing negative impact on your sporting relationship.


10.45am – 11.45am (Workshop B)
Advertising, marketing and promotion for your sports club (inc. social media) Ian Wakefield, Sport Nottinghamshire CSP / former BDM at CIMSPA

With so many different sports clubs based around the UK, there is often healthy competition between each of them, especially if they participate in the same activity.

However, even though funds and financial assistance may not always be readily available, there are certain things all sport clubs can do at a community, regional and national level, which will help to raise their profile and attract more members.

Advertising and marketing does not have to cost the earth. With a little time, effort and strategic planning, your club can boost its perception and professionalism. Simple things such as having an up-to-date website, regular ezines (email newsletters), advertisements in the local press, posters within sporting venues and media coverage, along with a presence on social media networks and supporting community sports programmes, can instantly raise your club’s profile.


12.00pm – 1.00pm (Workshop A)
The importance of coaching and volunteering in sport
Lloyd Conaway, Team Beds and Luton, with Nadeem Shaikh, SMART Way Forward

Starting out on a career in sports coaching does not have to be daunting. Many sports National Governing Bodies (NGBs) and associations have excellent coaching structures and development programmes in place, which guide you through every step of the process.

Once you have worked your way through the coaching pathway for your chosen sport, you will not only have a recognised coaching qualification – but also the ability to share your experiences and fulfil the dreams and aspirations of many future sports men and women.

Many sports in the UK rely on volunteers – without them, some sports would not exist today. There are many benefits to volunteering, particularly at a community level; every role is significant and contributes tremendously to the overall successful outcome of that particular sport.

Regardless of whether is it handing out bottles of water or marshalling at a mass participation or local event, or taking entry fees, serving tea or coffee or preparing sandwiches for the club café – all these roles are vital and are usually delivered by an army of committed volunteers with a passion for sport.


12.00pm – 1.00pm (Workshop B)
Mentoring and gaining valuable coaching experience
Jenny Harris, England Athletics

Mentoring is a powerful tool in the development and education of any sports coach and understanding the benefits and using it effectively is vital.

Mentoring is about being able to offer constructive feedback and relevant support. This helps less experienced individuals build confidence and reach their full potential. Sharing valuable knowledge and experience is essential in sport, especially when you are in the early stages of your coaching career.

Athletes / players need to have complete confidence in their coach’s knowledge, experience and ability to help them improve their performance. Coaches should always be looking to improve and develop their own abilities.


2.00pm – 3.00pm (Workshop A)
Effective communication skills for sports coaches
Nadeem Shaikh, SMART Way Forward

A successful sports coach must have excellent communication skills otherwise the whole process becomes extremely difficult for coach, athlete and player.

Developing the skills that will help you recognise the different characteristics adopted by athletes and players before, during and after training or during competition, and communicating appropriately, is vital when you are working towards success at the highest level. Coaches must be able to talk not only to groups, but also engage with athletes / players on a one-to-one basis.

This workshop will give you a brief overview on how to use verbal, visual and written communication effectively – and how to be aware of your body language and perception.


2.00pm – 3.00pm (Workshop B)
HR requirements for the sport, leisure, health and fitness industry
Donna Obstfeld, DOHR

Having a good understanding of HR when you are coaching, training, observing or competing is essential when you are in contact with so many people on a day to day basis.

HR procedures go further than just paperwork, enhanced CRB checks and becoming a registered / affiliated / qualified coach. HR procedures are there to help protect the coach, as well as the athlete, player, client or customer.

As athletes and players across all sporting disciplines progress from grassroots to elite and international standard, it is important to know your own boundaries, as well as everyone else’s within the sporting arena. This includes coaches, athletes, players, team managers, paid and voluntary staff, full / part-time employees, sports agents, medical teams, organisational staff, sponsors and the media, as well as members of the public.

This workshop will give you an introduction into what you need to be aware of as a coach, how to put sensible structures in place, how to avoid getting yourself into awkward situations and how to deal with certain circumstances if they arise.


3.15pm – 4.15pm (Workshop A)
The basics of coaching effectively by recognising different learning styles
Annie Page, Essentii

The athletes and players you coach will often be at various different levels of fitness, ability, focus and commitment. They may also be at varying degrees of chronological, mental and physical status, so a ‘one size fits all’ approach to coaching will rarely achieve great results. As a coach you need to create the right atmosphere and environment for each athlete or player.

Understanding what makes your athletes and players tick is vital, especially if you are coaching sports men or women competing at the highest level. As soon as you can work out whether your athlete or player is a visual, aural or kinaesthetic type learner, or one who prefers reading written instructions before implementing them, you will be able to tailor your coaching style accordingly to ensure you always get 100 per cent effort and commitment from them.


3.15pm – 4.15pm (Workshop B)
Effective personal management for sports coaches
Bryan Steel, Olympian, British Cycling

Creating a successful work life balance is often a lot more difficult than we first envisage. It is the same with coaching. You will not achieve everything you plan for your training sessions unless you prioritise and accept that successful performances take time.

This workshop will explain why delivering an effective coaching session requires meticulous planning and preparation to ensure the right results are achieved at the right time. Goals and objectives need to be ‘SMART’ and match the skills and requirements of the team or individual. As a coach, you need to be very organised and consistently on top of your game to maintain a clear vision of high performance and success.

Bryan will share his experience of being coached to compete at four Olympic Games and winning bronze and silver medals at two successive Olympic Games, as well as highlighting how he organises and prepares an effective elite cycling training session.


Download a pdf version of the conference workshops here

Help and resources are all around us … you just need to
ask for the help, then use the resources