Cultural Excellence – Webinar

24 June 2021

Building Effective Culture is more complex now than ever. With busier fixture lists, ever-increasing pressure to maximise every minute of staff/player available time – now is the time to consider best practices in how to efficiently build a culture of clarity, empowerment, and inclusivity – which ultimately drives an environment of high performance and success. From ensuring first-team staff and players are on the same page with accurate scheduling, and clear communication to ensuring all academy players are their guardians are well informed to empowering players to manage key elements of their own day-to-day development. We will be taking a deep dive into how some of the best culture builders in sport have done it.

For the conference, we’ve got some great industry experts together to discuss their experience, methods and tools used in their pursuit of cultural excellence. Headlining the event will be Sunderland Head Coach Lee Johnson and Portsmouth Manager Danny Cowley.

We will have a number of other contributors for the conference, and they will be announced soon.

The Online Conference begins at 8.45am BST on Wednesday the 28th of July. It will be via Zoom and tickets are available HERE. Places are free, and if the time isn’t right for you – please still register and you’ll get a link to the recorded session after the event.

There will also be the opportunity to ask questions and give your feedback. Hope to see you there!


Lee Johnson
Head Coach at Sunderland AFC

Lee is currently Head Coach at Sunderland and has experience in building culture as Head Coach at Bristol City, Barnsley, and Oldham Athletic. Lee is part of a new generation of Head Coaches that are analytically minded and focused on the holistic development of players. Lee is experienced in sports psychology, player development, and leadership.

Danny Cowley
Manager at Portsmouth FC

Danny is a well-known expert in building culture, having built his reputation (along with his brother and assistant Nicky) at Lincoln City where he got them to a quarter-final of the FA cup (the first non-league team in over a century to do so) brought the team back to the football league, made their first trip ever to Wembley to win the EFL trophy and then and then promotion again, up to League 1. He has since managed Huddersfield Town before moving on to his current club Portsmouth.

Andy Friend
Head Coach at Connacht Rugby

Andy is an Australian rugby union coach and former player. He is currently the head coach of Irish province Connacht. He was previously head coach of the Australia Sevens team, the Brumbies in Super Rugby English club Harlequins, and Canon Eagles and Suntory Sungoliath in the Japanese Top League. Andy has earned a strong reputation for building winning cultures wherever he goes.

Damien Hughes
Sports Psychologist and Host of High Performance Podcast

Professor Damian Hughes is an international speaker and bestselling author who combines his practical and academic background within sport, organisational development and change psychology, to help organisations and teams to create a high performing culture.

He is the author of eight best-selling business books, including Liquid Thinking, Liquid Leadership, How to Change Absolutely Anything, How to Think Like Sir Alex Ferguson, The Five STEPS to a Winning Mindset and The Barcelona Way: Unlocking the DNA of a Winning Culture. He also co-hosts the immensely popular High Performance Podcast.