The First 100 Days of
A Sports Director
Learn how to take control fast, make smart decisions under pressure, and build momentum that lasts beyond your first 100 days.
Taught by:
Les Reed
Elite Football Advisor · Reed Consulting
Our Alumni Work At
Program overview
The first 100 days in a sports leadership role can define long-term success — or signal early failure.
This unique program will show you how to turn that critical period into a strong foundation for leadership and lasting impact.
You’ll develop practical skills in setting clear priorities, navigating internal politics, and making confident decisions under pressure — all grounded in real-world football leadership.
Delivered by industry leaders with deep real-world experience, this executive education program blends online learning with an on-campus course day in London.
You will learn how to...
- Establish your leadership position and strategic priorities in a new role
- Navigate internal dynamics and build trust across key relationships
- Lead cultural transformation and align teams with club or federation strategy
- Manage high-pressure decisions and media scrutiny with composure
- Drive recruitment and performance processes with long-term vision
- Define success metrics and communicate progress to key stakeholders
Who is this program for
- Sporting Directors
- Technical Directors
- Heads of Technical Departments in Sports Organizations
- Club Executives
- Senior Coaching Staff
- Experienced Player Agents
Program format
- Module 1: Fully online, 20-27 May 2025
- Module 2: On-Campus, London – 29 May 2025 (optional)
- Note: The London course day is optional to join in person — the full program can be completed online.
This program includes
- Interactive, live lessons in an enjoyable set
- Guided feedback & reflection
- Lifetime access to course materials
- Highly flexible, fits into busy schedules
- Global cohort unlocking new opportunities
- Direct access to professors
- Diploma awarded upon completion
- 10% lifetime Alumni discount
Program director
Les Reed
Les Reed is a highly respected football executive known for delivering rapid, strategic impact across his roles.
At The FA, he led the restructuring of elite player development, while at Southampton, he built a high-performance model that delivered sustained Premier League success. Most recently, at Wrexham AFC, he laid the groundwork for the club’s ambitious rebuild.
His ability to bring clarity, structure, and momentum early in his tenures makes him the ideal leader for this program.
- 950 CHF / payable in installments
- 20 - 29 May 2025
- Online + on-campus in London
- 100% Flexible, possible to complete all online
Browse learning plan
Through a combination of practical frameworks, case studies, and interactive sessions, you will learn to drive early successes, and set a foundation for both immediate and long-term impact.
Key Topics:
> Role Understanding & Immediate Priorities
Quickly define your mandate, assess the environment, and establish early credibility in your new role.
> Communication & Building Relationships
Build trust and political capital across internal teams and external stakeholders from day one.
> Assessment & Strategic Development
Evaluate your squad, academy, and structures to shape a strategy that aligns with long-term objectives.
> Transfer Window Planning & Recruitment
Balance immediate needs with future planning to navigate the transfer market with clarity and control.
Key Topics:
> Resilience & Mental Toughness
Lead decisively under pressure by mastering self-regulation, composure, and high-stakes decision-making.
> Organizational & Cultural Change
Drive transformation by identifying cultural gaps and leading people through change with purpose.
> Creating a High-Performance Environment
Build systems, standards, and relationships that elevate team and individual performance.
> Measuring Success & Reporting Back
Define what success looks like, track it effectively, and communicate progress with authority.
Get your free brochure
Join the success stories
Meet your lecturers
Your esteemed lecturers are change-makers in the football industry who are committed to
empowering you with the essential skills and knowledge.
Tatjana Haenni
Chief Sporting Director, NWSL
Bianca Rech
Director of Women’s Football, FC Bayern München
Dean Steninger
Head of Academy, Chelsea FC Women
Michelle Dorgan
fmr. Head of Marcomms, Women in Football
Jacob Naish
fmr. Head of Purpose, Right to Dream
Anna Smirnova
Monteneri Sports Law
Christina Philippou
Associate Professor in Sport Finance, Uni. of Portsmouth
Hear from our students
Designed for high-potential, highly-motivated professionals who are ready to excel.
A global network of leaders
Below are some of student profiles who have joined our technical leadership programs.
Purposefully Affordable
Start your application now
Grow with peers. Lead with purpose. Join the professionals driving change.
Frequently Asked Questions
Women’s Football Directorship program is designed for sporting directors, technical directors, head coaches, club executives, and professionals in football operations, scouting, and player development. It is also suitable for former players transitioning into leadership roles.
You will develop expertise in sporting strategy, recruitment, financial planning, legal frameworks, and leadership, equipping you to make strategic decisions and drive growth in women’s football.
This is a 100% online course with a curriculum covering six modules, each focusing on key aspects of women’s football management. The program combines theoretical learning, case studies, and a final group project where you analyze a real club and present your recommendations.
This is a fast-paced, professional-level program, designed to be manageable for working professionals. Expect to dedicate a 3-4 hours per week for lessons and the final project.
Yes, upon successful completion, you will receive a Professional Diploma in Women’s Football Directorship, certifying your expertise in strategic and technical leadership in women’s football.
Start your application through the application form on this page or feel free to write us at hello@focussports.education
Spaces are limited to ensure a high-quality, interactive learning experience.
- 950 CHF / payable in installments
- 20 - 29 May 2025