James Townsend - Elite Football Coach
Experienced football coach with a proven track record at prestigious clubs including West Ham United FC, Luton Town FC, and Brentford FC. Currently serving as 1st Team Manager at AFC Dunstable and U18 Head Coach at Varsity 9.
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Coaching Philosophy
Developing players technically, tactically, physically, and mentally through structured progressive training.
My football philosophy is a direct result of over 15 years spent coaching in some of the country’s most respected academies, including Brentford, Luton Town, and West Ham United. My approach is built on a simple yet powerful principle: to seamlessly integrate "development" with "performance". I believe that you don't have to sacrifice one for the other; in fact, a robust developmental model is the most sustainable path to long-term success.
At AFC Dunstable, we have a clear vision for the team and the type of players we want to attract and retain. My aim is to create a side that is "both competitive and exciting to watch". This means we are committed to playing a possession-based style of football, with a "variation of shapes and systems" that allows our young players to express themselves and take risks. I believe that a team must be effective at both ends of the pitch, because success comes from being "better ultimately in both boxes".
Our recruitment policy is central to this philosophy. We are a club that looks to "invest in a player's future potential, not their past successes". I focus on developing the all-round player, not just their technical ability, but also their tactical understanding and mental fortitude. It's about building a culture and an identity that will push the club forward. My players are expected to be resilient, hardworking, and committed to the team's principles. An excellent work rate is the minimum requirement.
The success we have already had, including winning the Beds Senior Cup, is a testament to this approach. It’s a trophy that has "whetted our appetite for more silverware". The team has grown, and the players are now "more experienced and better physically". We are focused on our target of winning more matches and competing at the top of the table. We are ready to take on the challenge and continue our journey towards promotion to Step 3
Current Positions
1
AFC Dunstable
1st Team Manager
May 2023 - Present (2 years 4 months)
Dunstable, England, United Kingdom
2
Varsity Nine
Head Coach
August 2022 - Present (3 years 1 month)
Buckinghamshire, England, United Kingdom
Premier League Experience
West Ham United FC
Head Football Coach
August 2021 - August 2022 (1 year 1 month)
London, England, United Kingdom
Developed and implemented training programs for elite youth players at Premier League level, focusing on technical skills and tactical awareness.
Long-Term Club Commitment
1
Luton Town Football Club
Academy Head Coach
August 2012 - August 2021 (9 years 1 month)
Luton, England, United Kingdom
2
Brentford Football Club
Academy Coach
2011 - 2013 (2 years)
3
Cambridge United Football Club
Development Centre Coach
2011 (less than a year)
Luton Town FC Tenure
Spent nearly a decade as Academy Head Coach at Luton Town FC, overseeing player development pathways and implementing age-appropriate training methodologies. Contributed to the club's youth development system during a period of significant growth.
Professional Skills
Microsoft Word
Proficient in creating detailed training plans, match reports, and player development documentation.
PowerPoint
Skilled at developing tactical presentations and training session visualizations for team briefings.
Microsoft Office
Comprehensive knowledge of Office suite for administrative and coaching responsibilities.
Language Proficiency
Duolingo Spanish Certification
Intermediate Fluency Level
Able to communicate effectively with Spanish-speaking players and staff, enhancing coaching capabilities in multicultural team environments.
Career Progression
Development Centre Coach
Cambridge United FC (2011)
Entry into professional coaching
Academy Coach
Brentford FC (2011-2013)
Youth development specialist
Academy Head Coach
Luton Town FC (2012-2021)
Leadership role in youth development
Head Football Coach
West Ham United FC (2021-2022)
Premier League coaching experience
1st Team Manager & Head Coach
Current roles at AFC Dunstable & Varsity Nine
Senior team management
Contact Information
Location
Hitchin, England, United Kingdom