We exist because coaches deserve better.
Across years of working inside football clubs at every level, we kept seeing the same pattern. Clubs invested heavily in players — in pitches, in kits, in fixtures — but left their coaches to figure it out alone. No structured education. No ongoing support. No shared framework for what good coaching actually looks like in that environment.
The coaches weren't failing because they lacked passion. They were failing because nobody had given them the tools, the language, or the support structure to succeed. And when coaches struggle, players feel it. Retention drops. Culture fragments. Development stalls.
Research confirmed what experience had already shown us: the gap in holistic, practical coach education and support was enormous — and almost nobody was addressing it seriously. So we built FCA to do exactly that.
Coaches are the lifeblood
of any club.
Not the facilities. Not the fixtures. The people on the pitch every week, building relationships, making decisions, shaping the environment players grow up in.
What we believe
Support must be holistic and
ongoing.
A one-day workshop changes nothing. Sustainable development requires structured education, practical mentorship, and long-term follow-up — adapted to the real constraints of each club.
Research and experience belong together.
The best interventions are grounded in both — what the evidence says works, and what real clubs with real volunteers and real budgets can actually implement.
The people behind The FCA
Ben Åsberg Cronshaw
Co-Founder & Lead ConsultantBen has spent over a decade building football development systems across grassroots and elite environments in Sweden, the Middle East, Africa, and North America. As Klubbchef at Lerums IS — one of Gothenberg's largest grassroots clubs with over 1,300 players and 300 coaches — he applies the same systems thinking to club leadership that he brings to FCA's international partnerships.
UEFA A Licence · MSc International Football Business · Klubbchef, Lerums IS
Co-Founder & Educational DirectorMike Lindström
Mike brings 16 years of experience in youth and coach development to FCA, most recently as Utbildningsansvarig at AIK — one of Sweden's most prominent football clubs. His work combines rigorous educational thinking with a deep practical understanding of what coaches actually need on the ground, in real sessions, with real teams.
UEFA A Licence · 16 years youth & coach development · Former Utbildningsansvarig, AIK
Want to know if FCA is the right fit for your club?
Every conversation starts with listening — to where you are, what you're trying to build, and what's getting in the way. No pitch, no pressure.