After two years working in grassroots football, he felt he had hit a ceiling.
Find out more about our Next Gen programme here
What he did have was ambition - and a desire to better understand how the football industry really works.
A real-world introduction to the football industry
The Next Gen: The Business of Football course immediately stood out to him because of its authenticity.
“It’s real. The entire day is industry experience. It’s what you would actually do if you worked in football,” he says.
“You’re not just sitting and listening - it gives you a really in-depth, all-rounded experience. You get a ‘day in the life’ of different roles within the industry.”
Learning by doing
One of the biggest takeaways from the course was seeing behind the scenes.
“Seeing how things are really done was massive,” he says.
“You fully see it, fully experience it. You always left having learned something.”
Rather than theoretical sessions, the programme focuses on immersion - giving participants hands-on exposure to the realities of working in football.
It was also during the course that he first heard about the university he now attends, shaping his next academic step alongside his professional ambitions.
Building connections and breaking through
Perhaps most importantly, the programme provided what he had been missing: access.
“The staff were very proactive in helping us make connections,” he explains. “I met people who opened doors.”
Following the course, he successfully secured a role as a casual coach with Manchester City - turning what once felt like a distant ambition into a reality.
Applying Next Gen skills on the pitch
Now working within the City environment, he continues to draw on the skills developed during the programme - from communication and professionalism to understanding the wider ecosystem of football operations.
If like Sam you’re interested in a real-world introduction to the football industry and you’re ready to discover what your future could hold, sign up now for the Next Gen: The Business of Football programme 2026.
