For smaller clubs operating with tight budgets, losing experienced coaches can be devastating, as good coaches can make all the difference for your club’s growth. While financial compensation remains a top factor in retention, small clubs can still provide fulfilling environments that keep coaches engaged and committed to their clubs - regardless of whether or not they are taking home a paycheck. Here’s how successful club leaders are doing it:
Start with clear career conversations that create a sense of belonging. The foundation of coach retention isn’t just about perks; it’s about understanding what motivates each individual. “We continually have conversations with our coaches about their expectations and what their overall career goals are,” says Tunis. This signals to your coaches that you care about them on a human level and are committed to providing whatever resources you can to help them achieve their goals, even if it’s not immediate.
Regular check-ins can also help coaches feel valued as professionals instead of just cogs in the wheel, fostering long-term relationships that will benefit both sides. “When a coach feels a sense of belonging within a club, they’re more likely to stick around because they feel connected to the people and players on a different level,” explains Tunis.
Building this connection starts with involving coaches in decision-making that affects their daily experience. Shelley Forrest, Head of Administration & Director of Operations at Far Post Soccer Club, shares her approach: “We’ve been communicating more heavily with our coaching lineup this year, asking them what age group they want to coach so that we can ensure they’re placed in the role they’re most interested in. That’s a big part of job satisfaction.”
Invest in their professional growth. Professional development doesn’t have to break the bank. Creative clubs are finding ways to offer valuable learning opportunities by leveraging their existing networks and partnerships. “Providing coaches with in-house education opportunities that they might not get elsewhere is one way to keep coaches in the door,” says Matt Barry, Director of Coaching at Highland FC. “As an example, one of our parents specializes in mental performance, so we’re going to be doing a session around that for coaches and players. That’s a unique offering for our club because of our network.”
Forrest takes a more structured approach. “We’re also trying to build more education opportunities for our coaches. We’ll pay for grassroots coaching classes up through a certain amount of licensure so they can continue to grow themselves. We’re also building out more mentorship opportunities within our own coaching system so they feel supported and like they’re part of a community.”
Respect the human behind the coach. Perhaps the most powerful retention strategy costs absolutely nothing: treating coaches like people first, not employees, and remembering they have lives outside of the sport. “Treating coaches like people can’t be undervalued. Understanding that people have lives and things happen. You must be flexible,” says Cory Munro, Chief Business Officer at Charlotte Independence. “That’s the biggest thing you can probably offer them outside of money: respect for their personal life.”
This means being understanding if and when family emergencies happen, offering flexible scheduling when possible, and recognizing that your coaches sometimes need a break. Small gestures like these during difficult times often create the strongest loyalty, as people will remember when you’re good to them when they need it most.
Retention for small clubs isn’t about competing with larger clubs who may have a bigger budget to play with. It’s about creating an environment where coaches feel supported and connected to something bigger than themselves. When a coach feels like a partner in your club’s overall mission, they are far more likely to stick around through the inevitable ups and downs. Clubs that master this balance don’t just keep their coaches; they create cultures that attract other quality candidates who want to be a part of something special - regardless of the paycheck size.
Note: This post is part of a larger series called “Small Clubs, Big Wins” where top youth sports leaders share their wisdom with smaller clubs. For this purpose, smaller clubs are defined as organizations with 100 players or fewer.
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