About Us
Who are we?
We are Alice & Flo, or Flo & Alice! With over 15 years of coaching experience in the elite youth pathways, in both the male and female game and many more years working in the grassroots game, we are passionate and dedicated to all things female football development. We have seen first-hand the growth of the female game and all the barriers and challenges that come with this, as well as so many successes over the years. Our desire is to provide opportunities for all girls to develop and have aspiration within the game, whether that is through playing at the very highest level, to playing for fun & health, and even to creating a career. We believe that this shouldn’t just be for the most talented, or only those who can access talent programmes, but opportunities should be for all.
We created Flawless Football Coaching with the aim of providing opportunities for those who want to grow, both in football and in life. Throughout our journeys, we have valued our own female role models and they have undoubtedly helped us to get where we are; therefore we want to do the same for others. We are big believers in: If YOU can see it, YOU can be it.
OUR MISSION
Our mission is what sets us apart. We don’t measure our success by whether your child has been signed to academy football or is part of a winning team (although these achievements are great and should be celebrated), but our values are REAL:
Does your child show RESILIENCE by working hard to achieve something difficult; not giving up when things go wrong, or mistakes are made?
Does your child feel EMPOWERED to believe that football is for all and not just for boys? We can share our journeys and experiences of what it’s like to be a female player, coach, and employees in this male-dominated world. Girls should feel proud to stand up for equality.
Is your child ASPIRATIONAL to set goals and work hard to achieve them? Wanting to play for the Lionesses or their favourite Club, or just enjoy staying physically active with their friends are equally as important and we value every individual.
Is your child LEARNING something new with us? A new skill, trick or technique is just as important as learning how to communicate better, how to interact with their peers and adults, and how to manage the pressures of everyday life as a girl.
Our Credentials
We are firm believers that qualifications don’t always mean excellence and that there are so many more qualities to being a good ‘coach’. However, we both are UEFA B qualified coaches, with a speciality in youth players, holding FA Youth Awards and Alice continuing with the Advanced Youth Award. We hold all the relevant FA Safeguarding qualifications, Enhanced DBS Checks, and FA Emergency Aid. Alongside this, we continually develop our skills whether through additional training or continuous professional development. Our key skills lie in creating relationships with players and families, showcasing our authenticity and compassion, and a real focus on how to meet the needs of each individual player.