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Whitestone International College of Innovation delivers quality-assured, standards-aligned programmes that integrate academic rigour, industry relevance, and digital fluency to develop principled leaders who deliver measurable impact.

Courses

Whitestone International Diploma in Sports Management and Performance Coaching

Course Overview

The Whitestone International Diploma in Sports Management and Performance Coaching is a 12- month vocational programme designed to provide a structured, practice-oriented foundation in the management of sports organisations and the delivery of non-clinical performance coaching to athletes and teams.

The programme integrates two critical dimensions of modern sport: sports management (operations, events, programmes, and commercial aspects) and performance coaching (training principles, communication, motivation, and performance support at non-clinical level). It is intended for individuals who support, or aspire to support, club and academy operations, team management, grassroots and community sport, performance-support roles, and non-clinical coaching positions across a range of sporting environments.

Learners will explore how sports managers and coaches plan and deliver programmes, organise competitions and events, support athlete development, manage stakeholders and facilities, foster high-performance cultures, and uphold welfare and safeguarding responsibilities within organisational frameworks. The emphasis is on practical sports-management capability and non- clinical coaching practice, not on sports medicine, physiotherapy, clinical sports psychology, or anti- doping regulation.

By the end of the programme, participants will be able to contribute effectively to sports operations, programme and event coordination, training-session planning at basic level, performance-monitoring support, and leadership of athletes and teams, working alongside qualified coaches, sports scientists, medical teams, and senior management.

This diploma is vocational and non-regulated. It does not qualify learners as physiotherapists, medical doctors, sports physicians, dietitians, clinical or sport psychologists, strength and conditioning specialists, or anti-doping officers, and does not authorise them to provide medical, nutritional, or psychological diagnosis or treatment, or to make anti-doping determinations. All such specialised and regulated activities must only be undertaken by appropriately qualified and authorised professionals, in full compliance with national laws, sport-governance rules, and organisational policies.

Why This Course is Important?

Clubs, academies, federations, schools, and community organisations rely on competent managers and coaches to deliver performance, participation, and positive social impact.
Athletes and teams at all levels expect structured programmes, evidence-informed coaching, and effective support systems, not just informal training.
Sustainable success requires professionals who can coordinate operations, engage stakeholders, manage resources, and support athletes’ performance and welfare within ethical boundaries.

Learning Outcomes

By the end of this programme, participants will be able to:

Explain core concepts in sports management, athlete development, and performance coaching at a vocational–intermediate level.
Support day-to-day operations and programme management in clubs, academies, schools, or community sports environments.
Contribute to planning and delivering training sessions and performance-support activities at non-clinical, foundational coaching level under appropriate supervision.
Apply communication, motivation, and team-building techniques to support individual athletes and groups.
Assist with basic performance monitoring, simple data interpretation, and feedback communication within defined boundaries.
Demonstrate awareness of safeguarding, welfare, diversity, and ethical practice in sport, escalating concerns to qualified professionals.
Prepare clear plans, schedules, records, and reports related to sports programmes, events, and athlete support.

Target Audience

Individuals in or aspiring to roles such as Club or Academy Coordinator, Team Manager (junior), Assistant Coach (non-clinical), Sports Programme Officer, School or Community Sports Leader, or Athlete Support Coordinator.
Staff in sports clubs, academies, schools, higher-education sport departments, community sports programmes, sport-for-development projects, and sports facilities.
Graduates and career changers seeking a structured pathway into sports management and non-clinical performance coaching roles.
Coaches, captains, and volunteers who wish to formalise and professionalise their sports- management and coaching practice.

Entry Requirements

A recognised higher secondary qualification, diploma, or equivalent, preferably with prior exposure to sport, physical education, management, or related fields
Demonstrated interest or involvement in sport, physical activity, athlete support, or coaching
Proficiency in English (IELTS 5.5 or equivalent recommended) to engage with technical, managerial, and ethical content.

Programme Structure & Modules

Module 1 – Global Sports Industry, Sports Management & the Coaching Role

Overview of the global sports ecosystem:
Clubs, leagues, academies, federations, event organisers, and sport-for-development organisations.
Core concepts of sports management:
Governance awareness, organisational structures, participation vs performance pathways, and key functions (operations, marketing, finance, facilities) at conceptual level.
The performance pathway at awareness level:
Talent identification, long-term athlete development (LTAD awareness), and progression through levels.
Roles in the sports-performance environment:
Sports managers, head coaches, assistant coaches, medical and support staff, performance analysts, and administrators.
The performance coach’s role at non-clinical level:
Planning sessions, supporting skills and tactical development, providing feedback, and modelling professional behaviours.
Professional values and ethics:
Fair play, respect, integrity, inclusion, and athlete-centred practice.

Module 2 – Sports Operations, Programme & Event Management

Planning sports programmes:
Defining objectives, participation or performance focus, age and level considerations, and seasonal planning at vocational level.
Operational coordination:
Training schedules, facility bookings, equipment management, transportation, and liaison with stakeholders.
Event management fundamentals:
Organising matches, tournaments, festivals, and showcases; checklists, timelines, and risk-awareness at non-technical level.
Working with governing bodies and competitions:
Awareness of registration, eligibility, and fixture-management processes.
Volunteer and staff coordination at foundational level:
Allocating roles, providing basic briefings, and ensuring clarity of responsibilities.
Documentation and reporting:
Maintaining attendance, fixtures, simple budgets (awareness), and event reports.

Module 3 – Principles of Training, Performance Coaching & Athlete Development (Non-Clinical)

Fundamental training principles at awareness level:
Overload, progression, specificity, recovery, and individualisation (conceptual, non-prescriptive).
Components of performance:
Technical, tactical, physical (awareness only), and psycho-social dimensions, and their interaction.
Planning training at vocational level:
Session objectives, warm-up and cool-down awareness, main activities, progression, and variation appropriate to age and level.
Skill acquisition basics:
Practice design, feedback timing, and transfer of learning in simplified form.
Working within multi-disciplinary teams:
Understanding the roles of strength and conditioning coaches, sports scientists, and medical staff; recognising when to refer issues to specialists.
Load and recovery awareness (non-clinical, non-prescriptive):
Recognising signs of fatigue and overtraining at awareness level, and escalating concerns appropriately.

Module 4 – Communication, Motivation, Team Culture & Sports Psychology Awareness

Communication with athletes and teams:
Clear instructions, constructive feedback, and active listening.
Motivation and confidence-building:
Goal-setting at foundational level, recognising effort, and reinforcing progress.
Team culture and cohesion:
Establishing shared values, expectations, and norms; managing roles within the group.
Sports psychology awareness (non-clinical):
Basic concepts such as focus, pre-performance routines, and coping with pressure at educational level.
Working with parents/guardians and other stakeholders:
Setting boundaries, communicating expectations, and fostering supportive environments.
Managing conflict and difficult situations at non-clinical level:
Addressing disagreements respectfully and escalating serious issues to senior staff or specialists.

Module 5 – Performance Monitoring, Athlete Welfare, Safeguarding & Ethics (Awareness Level)

Basic performance monitoring:
Using simple observations, basic statistics, and non-clinical metrics to track progress and inform coaching decisions at vocational level.
Working with performance data:
Recording and communicating basic stats responsibly; awareness of data protection and confidentiality.
Athlete welfare and holistic development:
Education, dual-career considerations, life skills, and transitions within and beyond sport.
Safeguarding principles (non-legal overview):
Recognising signs of potential harm, abuse, or exploitation; understanding reporting lines and organisational safeguarding policies.
Health and safety awareness in sport:
Respecting facility rules, equipment checks at awareness level, and emergency procedures within organisational protocols.
Ethics and integrity in sport:
Anti-doping awareness (rules and education at conceptual level, not testing), match-fixing risks awareness, and promoting fair play.

Module 6 – Professional Practice, Leadership in Sport & Career Development

Leadership in sports environments:
Leading by example, decision-making within role boundaries, and building trust.
Working as part of a sports organisation:
Understanding hierarchies, reporting lines, and collaborative processes.
Communication with management and boards:
Providing concise updates, simple reports, and evidence-based feedback on programmes and performance.
Continuous improvement:
Using feedback from athletes, colleagues, and results to refine programmes and coaching approaches.
Career pathways in sports management and coaching:
Progression to club/academy management, performance-coaching roles, sport-development positions, or further qualifications (e.g. national coaching awards, sport management degrees), subject to each body’s criteria.
Professional conduct and boundaries:
Managing social media, dual relationships, and conflicts of interest in line with organisational policies.

Awarding Body

Whitestone International College of Innovation

United Kingdom

Qualification Type

International Diploma – Vocational Qualification

(Industry-aligned qualification issued by Whitestone International College of Innovation, UK)

Assessment & Certification

Assessment Methods Include:

Written assignments on sports industry and coaching roles; sports operations and event management; training principles and athlete development; communication, motivation and team culture; performance monitoring, welfare and safeguarding; and professional practice and leadership in sport.
Practical tasks such as session plans, programme outlines, event and fixture plans, communication and feedback exercises, and simple performance-monitoring templates.
Scenario-based exercises requiring learners to respond to realistic management and coaching situations, demonstrating appropriate decision-making, boundaries, and referrals.
Reflective journals or essays on working with athletes, ethical dilemmas, and personal development as a sports practitioner.
Final Capstone Project: Sports Programme & Performance Development Plan, with a structured written plan and a reflective report and/or presentation.

To obtain the diploma, learners must successfully complete all module assessments and the capstone project in line with Whitestone’s academic standards.

Certification:

On successful completion, participants will be awarded:

Whitestone International Diploma in Sports Management and Performance Coaching Issued by Whitestone International College of Innovation, United Kingdom

Benefits of Attending

Provides a robust, practice-based foundation in both sports management and non-clinical performance coaching for early and aspiring practitioners.
Equips learners to support club, academy, school, and community sports programmes, contributing to operations, programme planning, and athlete development support.
Enhances employability in roles such as Club or Academy Coordinator, Assistant Coach (non-clinical), Team Manager (junior), Sports Programme Officer, or Community Sports Leader, subject to organisational and regulatory requirements.
Helps organisations strengthen programme quality, athlete experience, ethical standards, and performance culture.
Creates a strong platform for further study in Sports Management, Coaching, Sport Science (academic), Physical Education, or related disciplines, and for progression towards national governing-body coaching and management qualifications, where the learner meets entry criteria.

Industry Alignment

The programme reflects widely recognised principles of contemporary sports management and performance coaching, including:

Emphasis on athlete-centred, ethically grounded, and developmentally appropriate practice.
Focus on operational excellence, structured programming, evidence-aware coaching, and collaboration across multi-disciplinary teams.
Recognition that sustainable success in sport depends on well-prepared, reflective practitioners who combine practical management skills with responsible, welfare-focused coaching.

£2000

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Industry-focused programmes with global standards.
Practical skills for real-world success.
Academic excellence with career-ready outcomes.

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