LMA LEARNING:AN OVERVIEW

LMA LEARNING

06 WELCOME08 ABOUT THE LMA10 LMA LEARNING12 THE LMA MODEL24 LMA DIPLOMA IN FOOTBALL MANAGEMENT 28 GRADUATES30 LMA MASTERCLASSES32 LMA ANNUAL MANAGEMENT CONFERENCE34 LMA-PFCACOACHINGCLINICS36 ONE-TO-ONESUPPORTSERVICES38 HEALTH AND WELLBEING42 ST. GEORGE’S PARK44 LMA PUBLICATIONS46 WORKING WITH BUSINESS48 MEET THE TEAM50 TESTIMONIALS

CHANGE YOUR OPINIONS, KEEP TO YOUR PRINCIPLES, CHANGE YOUR LEAVES, KEEP INTACT YOUR ROOTS” VICTOR HUGO

CONTENTS

3

In recognition of the insatiable thirst for knowledge

amongst its membership, the LMA continues to make

very significant investment in its education and

personal development sector, LMA Learning.

>> To ensure managers survive, win and succeed in football

management and build a successful career within the

industry, it’s essential they develop a deeper understanding of

themselves and consequently reinforce their comprehension

of the wider game.

The LMA is dedicated to supporting and assisting coaches

and managers in all areas of their professional development

throughout their careers, with special focus on leadership,

personal growth and wellbeing. These skills apply to all walks

of life not just to football. To this end, the LMA works in

partnership with, and has access to, a wide range of companies,

industries and individuals enabling football and business to

learn from each other.

PROFESSIONAL FOOTBALL IS ONE OF THE MOST RUTHLESS AND CHALLENGING LEADERSHIP ENVIRONMENTS”

HOWARD WILKINSON LMA CHAIRMAN

WELCOME

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>> The League Managers Association is the representative

association of the managers, past and present, of the 92

football league clubs from the Barclays Premier League to

Sky Bet League 2.

>> The LMA traces its history back to 1919 and has been

operating in its current structure since 1992.

>> The LMA exists to provide a range of services to its

members, including legal services and healthcare provision

along with personal and career development.

>> The LMA is based at St George’s Park, The FA’s National

Football Centre.

>> The LMA represents the collective views and opinions of its

members and strives to have a positive impact on the game.

The LMA is the managers’ voice.

ABOUT THE LMA

9

LMA Learning focuses on leadership, personal

development and wellbeing.

>> LMA Learning is a world class programme of education,

shared experiences, support services and practical insights.

It is at the heart of the LMA’s ongoing commitment to

positioning football management and coaching as an elite

performance discipline.

For football professionals, LMA Learning events qualify for

Continuous Professional Development (CPD) accreditation.

CPD relates to the number of hours of learning members

are required to complete throughout the season in order to

maintain a licence; the LMA Learning programme allows you

to tailor your learning around your needs and personal goals.

>> LMA Learning has been designed around the LMA model of

football management, encompassing You, Your Team, The

Game and The Industry, placing the manager at the centre

of the framework, and includes:

The LMA Diploma in Football Management

LMA Masterclasses

LMA – PFCA Coaching Clinics

Conferences and Seminars

One-to-One Support

Content and Publications

LMA LEARNING

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THE LMA MODEL

>> You: Insight into building and maintaining your personal

toolkit, allowing you to perform your role at the best of

your ability throughout your career. Covering key areas of

physical health, personal resilience, leadership style and

profiling, key technical skills and career development.

Your Team: A comprehensive guide to the key elements of

building and leading your team, maximizing team performance

and motivating individuals. Emphasis on leadership

development, diversity and communication, and your role in

unifying and delivering a strong culture and a vision.

The Game: Insight into all aspects of the football technical

performance environment. Focusing on the key areas that

impact on playing performance on the field, including tactics,

analytics, sport science and talent identification.

The Industry: Relevant and useable insights and

understanding of the key industry considerations that

impact on your role. Covering areas including the game’s

rules and regulations, football finances, stakeholder analysis

and wider commercial and community considerations.

YOU

THE GAME

THE INDUSTRY

YOUR TEAM

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>> INTRODUCTION TO MANAGEMENT

Based on the LMA’s Survive, Win, Succeed model, you are

encouraged to face the important questions you should ask

as you embark on your management journey to ensure your

opportunities in the professional game lead to a long career.

>> MENTAL TOUGHNESS AND RESILIENCE

Learn to use the latest cognitive behavioural techniques to

maximize your performance under pressure. Identify practical

ways to develop the skills necessary to maintain or improve your

psychological resilience, wellbeing and performance.

INTRODUCTION TO MANAGEMENT

MENTAL TOUGHNESS AND RESILIENCE

MEDIA STRATEGY

PERSONAL PSYCHOLOGICAL PROFILING

BUILDING YOUR BRAND

INFLUENCING AND NEGOTIATION

HEALTH AND WELLBEING

PUBLIC SPEAKING AND PRESENTATION SKILLS

YOU >>

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>> MEDIA STRATEGY

Focus on managing and working with the media, explore the

positives and pitfalls of social media, and experience invaluable

practical training in front of the camera. Gain insights

into working with media representatives and build positive

strategies to deal with the issues faced by high profile leaders.

>> PERSONAL PSYCHOLOGICAL PROFILING

Learn more about yourself and use this self-awareness to

improve your people management skills, including negotiation,

dealing with difficult situations and team-building.

>> BUILDING YOUR BRAND

Learn how to make your image work for you, master the art

of CV writing to give you the edge when applying for jobs, and

perfect your job interviewing techniques.

>> INFLUENCING AND NEGOTIATION

Gain skills to create successful outcomes through influencing

and negotiation by developing a thorough understanding of

psychological approaches to personality and motivation.

>> HEALTH AND WELLBEING

Explore the challenges to your own health and wellbeing, gain

insight into how to prevent illness and injury to you and your

team, optimize your daily performance and build

long-term resilience.

>> PUBLIC SPEAKING AND PRESENTATION SKILLS

Industry experts give you tips on how to be authentic in

front of any audience and show you how to structure your

presentations to ensure you always deliver a polished and

professional message. Learn techniques to commit your

presentation to memory and defeat stage fright.

YOU >>

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>> TRANSFORMATIONAL LEADERSHIP

LMA Leadership modules deliver the latest in transformational

thinking and neuroscience to provide practical strategies and

solutions for the workplace. Whatever your position within the

team, learn how to guide people towards your vision and towards

performance improvement.

>> BUILDING HIGH PERFORMANCE TEAMS

Learn how the best leaders engage their teams with a compelling

vision and a strong team identity. Define the characteristics of high

performing teams and explore ways to innovate to stay ahead.

>> DIVERSITY, EQUALITY AND INCLUSION

This course, run by the LMA in partnership with other major

football stakeholders, offers insights into diversity, equality and

the law. Gain a deeper understanding of managing multicultural

teams and explore the benefits of harnessing diversity.

>> BUILDING BACKROOM TEAMS

Learn to create successful and well-blended backroom teams,

gain a deeper understanding of managing teams particularly

in times of stress, master the art of conflict resolution and

explore the challenges of working successfully with a team.

TRANSFORMATIONAL LEADERSHIP

BUILDING HIGH PERFORMANCE TEAMS

DIVERSITY, EQUALITY AND INCLUSION

BUILDING BACKROOM TEAMS

YOURTEAM >>

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PERFORMANCE ANALYTICS

PLAYER RECRUITMENT AND TALENT ID

SPORT SCIENCE

>> PERFORMANCE ANALYTICS

Delivered in association with LMA partner Prozone, understand

how to use performance data to drive success. Learn how

analytics can most effectively be applied to training and player

recruitment processes and investigate how data can be

manipulated to create meaningful and practical performance

insights to make the ultimate impact.

>> PLAYER RECRUITMENT AND TALENT ID

In partnership with Sports Interactive, use cutting-edge

computer simulation technology integrated with video and

performance analysis software to select your players and pit

your team against the opposition. Every aspect of your role as

manager is tested in an inspiring competitive environment.

>> SPORT SCIENCE

Delivered by LMA partner Spire Perform using cutting edge

sport science support services in state-of-the-art facilities

at St. George’s Park. Learn how to maximize the benefits

of physiological assessments, conditioning programmes,

biomechanics and hydrotherapy recovery strategies to enable

you to achieve your best.

THEGAME >>

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STAKEHOLDER ANALYSIS

FOOTBALL FINANCE

>> STAKEHOLDER ANALYSIS

Discuss the strategies and structures in football and learn

to identify, understand and prioritise the needs of key

stakeholders within the professional game. Balance the needs

of individual stakeholders, understand power and interest and

create governance structures to allow win-win outcomes.

>> FOOTBALL FINANCE

Learn about the key financial tools used in football business and

gain an understanding of boardroom negotiations. Recognise the

fundamental financial challenges facing football clubs at all levels

and explore Financial Fair Play regulations.

THEINDUSTRY >>

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Focusing on leadership, personal development and

wellbeing, the LMA Diploma in Football Management

is delivered in partnership with the University of

Liverpool’s Management School faculty. It is a one-

year university accredited, degree-level qualification

designed for football professionals considering

or already in club management, delivered through

residential schools at the beginning and the end of

the course and a series of one-day Masterclasses

throughout the year. The course provides a bridge

between the game’s coaching qualifications and the

realities of management in the modern game.

>> The Diploma enhances your leadership abilities, sharpens

your strategic thinking, gives practical insights into the

modern practices of sports performance management and

gives you a broader perspective on the many challenges and

complexities of the football industry.

LMA DIPLOMA IN FOOTBALL MANAGEMENT

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The LMA Diploma in Football Management is delivered by

a team of leadership, management and football industry

experts, as well as through engagement with the LMA’s

senior membership. Members share their extensive

knowledge and insights with students to build a set of

practical core leadership and business skills.

>> Applications are welcome from any football professional who

meets the admissions criteria and is committed to becoming a

football manager. Applicants must hold a current FA Advanced

Coaching Licence (UEFA A Award) or equivalent and should have

experience of the English professional game at Premier League

or Football League level, as a player, coach, assistant manager

or manager.

>> COURSE CONTENT INCLUDES:

LEADERSHIP

INFLUENCING, NEGOTIATION AND TEAM-BUILDING

PERSONAL EFFECTIVENESS AND MENTAL RESILIENCE

WORKING WITH THE MEDIA

DIVERSITY, EQUALITY AND INCLUSION

FINANCIAL MANAGEMENT

MARKETING YOURSELF

HEALTH AND WELLBEING

HOW TO ENROL

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TONY ADAMS MBE

NIGEL ADKINS

MARTIN ALLEN

WAYNE ALLISON

MICHAEL APPLETON

IAN ATKINS

DEAN AUSTIN

KEVIN BALL

IAN BARACLOUGH

GARRETH BARKER

RICHIE BARKER

DAVID BARNETT

EARL BARRETT

MICKY BARRON

CHRIS BEECH

KEVIN BETSY

KEVIN BLACKWELL

NOEL BLAKE

BOB BLOOMER

AIDY BOOTHROYD

GARY BREEN

CRAIG BREWSTER

STEVE BROWN

MARCUS BROWNING

PAUL BRUSH

WAYNE BURNETT

AARON CALLAGHAN

LEE CARSLEY

CHRIS CASPER

SIMON CHARLTON

DAVID CONNOLLY

TERRY CONNOR

GRAHAM COUGHLAN

ANDY CROSBY

KEITH CURLE

PAUL DAVIES

NICK DAWS

KEVIN DILLON

KEITH DOWNING

SEAN DYCHE

NICKY EADEN

JAMES ELLIS

CHRIS EVANS

LES FERDINAND MBE

DARREN FERGUSON

IAN FOSTER

BEN GARNER

SCOT GEMMILL

STUART GRAY

PAUL GROVES

MICK HARFORD

PAUL HART

STEVE HASLAM

STEVE HODGE

GLYN HODGES

STEVE HOLLAND

MARK HUGHES OBE

CHRIS HUGHTON

RITCHIE HUMPHREYS

BARRY HUNTER

MARTIN HUNTER

ALAN IRVINE

KENNY JACKETT

MIKE JACKSON

MICHAEL JOHNSON

MICHAEL JOLLEY

JOE JOYCE

ROB KELLY

MARTIN KUHL

BRIAN LAWS

MARTIN LING

STEVE LOMAS

TONY LOUGHLAN

DAVID LOWE

MALKY MACKAY

DAMIAN MATTHEW

STUART MCCALL

BRIAN MCCLAIR

NEIL MCDONALD

TOMMY MCINTYRE

IAN MCPARLAND

KEITH MILLEN

DARREN MOORE

DAVID MOSS

STUART MURDOCH

JOHN MURPHY

ROB NEWMAN

JAMES O’CONNOR

SEAN O’DRISCOLL

KELHAM O’HANLON

RICHARD O’KELLY

DAVID OLDFIELD

IFFY ONUORA

GARY OWERS

JOHN PARK

STUART PEARCE MBE

MIKE PHELAN

CHRIS POWELL

HOPE POWELL CBE

GARETH PROSSER

DARREN PURSE

TAFFAZUL RAHMAN

CHRIS RAMSEY

NEIL REDFEARN

LEE RICHARDSON

GREGOR RIOCH

MARK ROBINS

DARREN ROBINSON

PHIL ROBINSON

JON RUDKIN

ADAM SADLER

IAN SAMPSON

MIKE SHERON

PETER SHIRTLIFF

PAUL SIMPSON

DEAN SMITH

NIGEL SPACKMAN

GILES STILLE

KEVIN SUMMERFIELD

KIT SYMONS

JOHN TAYLOR

KEVIN THELWELL

NEIL THOMPSON

STEVE THOMPSON

STEVE TILSON

MARK VENUS

DAVE WATSON

DAVID WEIR

GRAHAM WESTLEY

RUSS WILCOX

GERAINT WILLIAMS

JASON WITHE

IAN WOAN

GRADUATES

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LMAMASTERCLASSESLMA Learning delivers a comprehensive programme

of one-day Masterclasses designed to strengthen

the skills of leaders at all levels through shared

experiences and practical insights.

>> The LMA draws on the significant wealth of knowledge and

experience within its own membership, as well as from an

extensive network of professionals from other sports,

business, politics and the armed forces.

>> The LMA’s Masterclass programme is run from St. George’s

Park and at selected unique regional venues across the

country. The programmes are delivered in both group and

one-to-one formats.

>> Topics delivered under the LMA Learning model include:

Diversity, Equality and Inclusion

Job Interviewing Techniques

Managing Upwards

Media Strategy

Performance Management

Personal Resilience

The Demands of Modern Management

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RELEVANT INNOVATIVE ENJOYABLE

LMA ANNUALMANAGEMENT CONFERENCEThe LMA Annual Management Conference

sponsored by Barclays brings together leaders

from football and business to learn from each

other, and to discuss and debate common goals.

>> Through the LMA’s network of highly regarded speakers and

panellists, the Conference delivers a fascinating programme

of insight into leadership and management at the highest level.

>> The event, delivered annually for the LMA’s commercial

partners and sponsors, brings together more than 300

delegates for a full programme of keynote addresses.

>> Previous speakers include:

Rasmus Ankersen bestselling author

Steve McClaren

Lord Gus O’Donnell former Cabinet Secretary

Sir Alex Ferguson CBE

Charles Hazlewood award-winning conductor

Michael Johnson Olympic sprinter

Lord Herman Ouseley founder, Kick It Out

Alec Stewart OBE former England cricket captain

33

LMA-PFCA COACHING CLINICSThe LMA, in partnership with the Professional

Football Coaches Association, runs a continuing

programme of Coaching Clinics within UK football

clubs, designed to provide a balance of practical

and theoretical insight into the game.

>> Attendees learn from guest speakers and coaches and have

the opportunity to take part in technical demonstrations

to improve and perfect their coaching skills.

>> Clinics have been hosted for more than 7 years

and topics so far have included:

Attacking Play

Working Abroad

The Role of the Sporting Director

Warm-Ups

FIFA Regulations

Youth Development

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ONE-TO-ONE SUPPORT SERVICESThe LMA has developed a comprehensive one-to-one

support network for managers and coaches at all levels.

>> MENTORING

The LMA has built a team of leadership experts, industry and

business practitioners and consultants to offer one-to-one

mentoring and training across the management spectrum,

delivering a holistic structure to a manager’s growth and

personal development.

>> LEADERSHIP COACHING

The LMA has a network of consultants who provide high quality

bespoke one-to-one leadership coaching programmes for its

members, allowing them to broaden their skills, enhance their

strengths and address gaps in their capabilities.

>> CAREER GUIDANCE

The LMA offers a range of career guidance and career development

support services. Using a team of expert consultants, the LMA

assists individuals with career development plans, work experience

and study placements, CV support and interview preparation.

37

HEALTH AND WELLBEINGIn a joint initiative with the Premier League, the LMA

has developed an extensive programme of health and

wellbeing services to ensure that all managers and

coaches have access to the best support and advice

at all times.

>> FIT TO PERFORM/FIT TO MANAGE

The Fit to Perform health screening programme at Spire

Perform’s specialist sports medicine and human performance

centre at St George’s Park and in London’s Harley Street, and the

Fit to Manage programme at Wellness in Stockport and London

offer thorough health and wellbeing checks and lifestyle advice.

Testing includes:

Cardiac screening

Respiratory function testing

Musculoskeletal screening

Body composition assessment

Dynamic fitness test

Nutrition consultation

Lifestyle assessment

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>> LIFESCAN

Lifescan assessments, facilitated by Spire Perform,

are in place to detect the early signs of potentially

life threatening diseases. State-of-the-art scanning

equipment checks for the very early signs of conditions

such as heart disease, aneurysms and cancers.

>> LMA CONFIDENTIAL HELPLINE

The Elite Sports Counselling Service is led by

experienced, professional counsellors, therapists and

life coaches who fully understand the pressures of

leadership and management.

>> LMA GROUP HEALTHCARE SCHEME

The LMA Group Healthcare Scheme, underwritten by

AXA PPP and administered by the LMA in conjunction with

LMA insurance partner Perkins Slade, provides access

to competitive private health insurance for members of

the League Managers Association, Professional Football

Coaches Association and the Professional Football

Administrators Association.

HEALTH AND WELLBEING

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ST. GEORGE’S PARKSt. George’s Park, a £105 million facility, is set in

330 acres of Staffordshire countryside, providing

a wealth of world class football, sports science and

educational facilities to the professional game. It

is the home for England’s 24 national teams and

includes 12 outdoor pitches, including a replica

Wembley surface, a full-size indoor 3G pitch, an

indoor Futsal sports hall and a 3-lane sprint track.

>> The educational facilities, including a 100-seat lecture

theatre, flexible seminar and lecture rooms and a learning

resource library, provide a richly collaborative learning

environment for leaders both from inside and outside the

professional game.

Hilton at St. George’s Park features 228 guest bedrooms,

including 11 suites, a restaurant and bar, and a health club

and spa.

Perform at St. George’s Park is a bespoke sports

medicine, rehabilitation and human performance facility

which combines cutting-edge technology with elite

medical expertise.

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>> THE MANAGER

The LMA’s The Manager magazine offers a unique take on

the leadership and management themes prevalent across

both football and business. Distributed internationally,

The Manager blends insight and interviews with LMA

members, industry and business leaders, and sportspeople.

Understanding the issues, tactics and developments

relevant in one field provides an insight into what it is to be

successful in the other.

>> PERSONAL DEVELOPMENT GUIDES

The LMA publishes a series of guides focusing on Health

and Wellbeing and Leadership, along with the Amazon

best-selling book ‘The Manager’, all of which provide

compelling insights from high-profile LMA members.

>> LMA WEBSITE

The LMA website is home to thousands of pages of insight

and news articles, video content and individual member

pages, as well as a library of technical reports and

leadership interviews. www.leaguemanagers.com

LMA PUBLICATIONS

44 45

WORKING WITH BUSINESSThe LMA works with business to create mutually

beneficial partnerships that offer unique

engagement with LMA Learning and its programmes,

as well as networking opportunities with the LMA

membership to support the achievement of brand

business objectives.

>> The work the LMA undertakes to enhance the leadership and

management skills of its members is directly transferable to

the corporate marketplace.

>> LMA corporate partners can access the following:

Masterclasses, seminars and conferences

Member appearances

Creation of bespoke content

Elite coaching experiences

Corporate hospitality

Networking events

Reward and recognition programmes

Staff engagement programmes

St. George’s Park facilities

47

MEET THE TEAM

1. ROB ARCHER CHARTERED OCCUPATIONAL PSYCHOLOGIST, LPP CONSULTING2. DR SUE BRIDGEWATER UNIVERSITY OF LIVERPOOL 3. STEPHEN BROOKSON FINANCE TRAINER4. ANDREW CLARK FOUNDER, SPEAK EASY5. DR DORIAN DUGMORE PERFORM DIRECTOR OF CORPORATE WELLBEING6. MICHAEL JOHNSON FOUNDER AND CEO OF EMERGENCE GLOBAL CONSULTING7. MICHAEL JOHNSON FOOTBALL CONSULTANT8. PATRICK LOFTUS VICE CHAIRMAN, DELOITTE LLP9. BARRY McNEILL CEO OF EUROPE, MIDDLE EAST & AFRICA AT CATAPULT SPORTS10. RICHARD NUGENT FOUNDER, TWENTY ONE LEADERSHIP11. JAMES PEARCE BRIGHTNESS MEDIA 12. MARK PROCTER MANAGEMENT AND LEADERSHIP TRAINER 13. MARK SPELMAN WORLD ECONOMIC FORUM14 JEREMY SNAPE LMA NON-EXECUTIVE DIRECTOR; FOUNDER, SPORTING EDGE15 PROFESSOR STUART TIMPERLEY STUART TIMPERLEY ASSOCIATES16 HOWARD WILKINSON LMA CHAIRMAN17. CATHY WOOD MEDIA TRAINER

1. 11.

5. 14.

8. 17.

3. 12.

6. 15.

9.

4.

2.

13.

7. 16.

10.

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TESTIMONIALS

“The Diploma in Football Management was extremely beneficial to my development as a football manager. I gained greater awareness of the many dimensions of being successful as a football manager, apart from just picking the team.”

NIGEL ADKINS

“I wish I had known earlier everything I have learnt so far on this course.” JOE DUNNE

“I’m loving the Diploma course and I can’t wait for my new journey to begin.” SHAUN DERRY

“I wish I had taken this

course earlier as I have

learnt so much that is

certain to help me improve

in my future career.”

OLE GUNNAR SOLSKJÆR

“The idea is to take good

practice from business

and other sports, things

like dealing with the media,

project management

and organising finances.

Nothing can ever quite prepare you for that

nasty question when you have lost a game, but

it goes a long way in helping to. The course is

the best one I’ve been on by a million miles.”

AIDY BOOTHROYD

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...DON’T DO IT ON YOUR OWN

MANAGEMENT IS...

24-7RELENTLESS

DECISION-MAKING

PHILOSOPHYPRESSURE CHALLENGING

SELF-AWARENESS

REWARDINGINNOVATION

COACHING

TALENTLEARNINGASPIRATIONS

EMOTIONS

TEACHING

LEADERSHIPTHE FANS

PRESSUREVALUES

DREAMSVISION WINNING

CULTURE DISCIPLINE

INSPIRATION

DEDICATION

MAN-MANAGEMENT

ENJOYMENT

THE MEDIA

BOUNCING BACK

PASSION

5554 5554

GRAHAM MACKRELL DIRECTOR

M 07836 544366 T 01283 576357E graham.mackrell@leaguemanagers.com

ALI BETSON MEMBER SERVICES MANAGER

M 07855 022117 T 01283 576363E ali.betson@leaguemanagers.com

LEAGUE MANAGERS ASSOCIATION

St. George’s Park,Newborough Road, Needwood, Burton upon Trent, DE13 9PDT 01283 576350

CONTACT >>