Hi there,

Firstly, I just want to say a genuine thank you to you for taking the time to read more about Belief, why our organisation exists and what we stand for. Whilst we are intensely ambitious about what we can achieve and the scope of impact we can have, we are unable to grow and help our young people without your support. So, thank you.

By now, hopefully, you should have a clear idea of why we exist, our mission and aims and what we do to on a day-to-day programme to make sure we develop inspired, active and disruptive game-changers in our local communities. However I know from experience that I always appreciate knowing a bit about the person behind an organisation or motive, which is why I developed this page. I am not naturally one who likes to talk about themselves, but hopefully this will provide some further context around the roots of Belief.

Belief actually originates from me attending an unsuccessful interview with another organisation. Having just returned from coaching in Africa, I was looking for a role in football, but a role that would also give me a sense of purpose and fulfilment; that I was not only developing an individual’s football ability, but enriching their lives off the pitch as well. I was invited to an interview with an organisation which at first glance, I was really impressed by: it had a clear vision, mission and values centred around helping young people from deprived areas unlock their potential through football. Unfortunately, however, on that day the organisation did not live up to the expectation.

Whilst I was disappointed and frustrated by this, I came away contemplating how an organisation similar to the one I had visited, would be of huge value in Nottingham - a city with a strong footballing heritage, but a city with communities left forgotten.

Having worked as an English teacher in Nottingham city for four years, as well as a football coach for six years, I have seen first-hand the impact an ever-increasing poverty gap is having on the motivation and aspirations of young people. Catalysed by the COVID-19 pandemic and the toils of social media, young people in socioeconomically deprived communities are becoming increasingly vulnerable to mental health issues, involvement in crime and poor educational attainment. Whilst working with young people has and continues to be the most rewarding experience of my life, I have lost count of the number of stories I have listened to that reflect the sad reality on our doorstep:

• An education system that is failing to support schools in adapting to the challenges young people are facing in modern society.

• A city of people that has become little more than an afterthought.

Whether this be young girls whose aspirations are limited to starting a young family within the catchment of the estate they grew up on, or young boys captivated by stories of hyper-masculinity and material wealth who turn to crime - there is a lack of aspiration amongst our young people. There is a lack of Belief.

Whilst there are other organisations in Nottingham who might offer similar footballing experiences to ourselves, we believe that our focus on holistic development makes us unique. We know there is an ever-expanding poverty gap in the UK, we know that COVID has exacerbated the attainment gap between advantaged and disadvantaged communities and we know that there is an ongoing mental health crisis amongst young people.

For us the promise of football is not enough. In fact, we are very clear about the dangers of fixating on football. I have and continue to work in professional football academies both in the UK and abroad with exceptionally talented boys and girls. In fact, I have just returned from a year of coaching in Malawi (the sixth poorest country in the world according to some statistics). Therefore, I have seen the extreme dangers of selling the dream of becoming a professional footballer. However, I have seen the potential of sport to inspire change in communities, if it is driven by values and a purpose beyond the pitch itself.

Not only do Belief provide exceptional football coaching, but we also have individualised Personal Development and Career Development programmes, in partnership with inspiring leaders and industries in Nottingham and beyond. We want to use football as a tool to inspire confident, creative and resilient entrepreneurs - whether this be in sport, or beyond.

All the best,

Joe