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.
Developing players technically, tactically, physically, and mentally through structured progressive training.
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
1st Team Manager
May 2023 - Present (2 years 4 months)
Dunstable, England, United Kingdom
Head Coach
August 2022 - Present (3 years 1 month)
Buckinghamshire, England, United Kingdom
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.
Academy Head Coach
August 2012 - August 2021 (9 years 1 month)
Luton, England, United Kingdom
Academy Coach
2011 - 2013 (2 years)
Development Centre Coach
2011 (less than a year)
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.
Proficient in creating detailed training plans, match reports, and player development documentation.
Skilled at developing tactical presentations and training session visualizations for team briefings.
Comprehensive knowledge of Office suite for administrative and coaching responsibilities.
Intermediate Fluency Level
Able to communicate effectively with Spanish-speaking players and staff, enhancing coaching capabilities in multicultural team environments.

Cambridge United FC (2011)
Entry into professional coaching
Brentford FC (2011-2013)
Youth development specialist
Luton Town FC (2012-2021)
Leadership role in youth development
West Ham United FC (2021-2022)
Premier League coaching experience
Current roles at AFC Dunstable & Varsity Nine
Senior team management

Hitchin, England, United Kingdom
James Townsend - Elite Football Coach