Coaches Insight - Richard Shorter: Non-Perfect Dad

In this episode of the Football DNA podcast we speak with Co-Founder & Director of the Football Fun Factory Jonny Martin. Jonny is a UEFA A Licensed Coach and previously worked at Cambridge United Academy for 9 years. He now is on a mission to support young people across the country. The Football Fun Factory was created to provide incredible childhood football experiences, for boys and girls of all ages and ability levels, eliminating barriers to opportunity. We use the nation’s passion for football as a vehicle for child development, delivering truly unique experiences to make memories that last a lifetime.

In the first episode of 2026, we are joined by David & Keith Mayer to discuss How To Become A More Effective Coach, Quickly. Insights are taken from the book they both published as co-authors. Keith has an extensive coaching background around the world and for the last decade with Liverpool FC Academy. David has also coached around the world as a UEFA A Licenced Coach, currently at Utah Red Wolves Academy. For even more insights, check out their book Gold Dust: How to Become a More Effective Coach, Quickly, available on Amazon and major bookshops.

In the ninth episode of 2025 our host Paul Barry is joined by Ross Embleton to discuss Talent ID & Recruitment In Grassroots FootballRoss is a highly respected English football coach, currently serving as Academy Head of Recruitment at West Ham United. With a background in youth development at clubs like Tottenham and Norwich, he is best known for his time at Leyton Orient, where he held roles including Head Coach and helped lead the club through a period of transition.

In the eighth episode of 2025 our host Paul Barry is joined by Ben Bradford to discuss grassroots goalkeeper coaching.Ben Bradford is an experienced and sought-after goalkeeping coach, who is a former academy Goalkeeping Coach for West Ham United Football Club. He has numerous qualifications, including FA Level 2 goalkeeper, FA Level 1 in Talent Identification, and FA Emergency First Aid. His coaching philosophy prioritises attacking-minded play with both feet and developing his goalkeepers' organisational skills and positive attitude. Ben was also the former Essex Regional Goalkeeping Scout for Cambridge United.Under Ben's guidance, many of his students have signed for professional football clubs, such as Man Xity, Crystal Palace, Arsenal, Tottenham Hotspur, Chelsea, Ipswich Town, Cambridge United, Southend United, Colchester United, West Ham United United and Milwall. 

In the seventh episode of 2025 our host Paul Barry is joined by Paul McGuinness to discuss Individual Skill DevelopmentPaul McGuinness spent 24 years at Manchester United, where he served as Head Coach of the Professional Development Phase. During his time at the club, he played a pivotal role in the development of players such as Marcus Rashford, Danny Welbeck, and Axel Tuanzebe, among many others.As coach of United’s U18s, Paul guided the team to FA Youth Cup glory in 2011, overseeing a squad brimming with future stars, including Paul Pogba, Jesse Lingard, and Ravel Morrison.After departing Manchester United in 2016, Paul spent four years as a National Coach Developer with The Football Association, helping to shape the next generation of coaches across the country. In 2021, he joined Leicester City’s academy as Head of Player Development, a role he held until September 2022.Paul now works as a consultant, providing mentorship to both players and coaches, and delivering coaching demonstrations and presentations across the football landscape.

In the sixth episode of 2025 our host Paul Barry is joined by Chris Ramsey to discuss being an effective grassroots football coach. Chris Ramsey MBE is a highly respected football coach and coach educator with decades of experience developing elite players and coaches. A former professional defender, he played for clubs including Brighton & Hove Albion and Swindon Town. He coached England’s youth teams and held senior development roles at Tottenham Hotspur and Queens Park Rangers. Known for championing diversity in football, Ramsey has mentored countless players and coaches, helping shape modern youth development in England. Awarded an MBE in 2019, he now plays a leading role in the national coaching structure, focusing on the progression of England’s 18s to 20s age groups.

In the fifth episode of 2025 our host Paul Barry is joined by James Barlow to discuss the role of coach development. James is currently Head Of Coaching at Portsmouth FC, is a UEFA A Licensed Coach & has The FA’s Advanced Youth Award.

In the fourth episode of 2025 our host Paul Barry is joined by Merfyn Roberts to discuss Managing Behaviour In Youth Football Coaching.Merfyn is an education consultant, specialising in behaviour management and applied learning, and has been an FA tutor for a number of years. His latest role at St George’s Park has been as the lead tutor for the Social Corner on the Advanced Youth Award.

In the third episode of 2025 our host Paul Barry is joined by Pete Sturgess. Pete is synonymous with Grassroots football development within England, in particular his focus on supporting junior coaches to provide enjoyable and inspiring football experiences.He has committed his whole career to improving the coaching of our youngest players. A former teacher and academy assistant director, Peter worked at the English FA as Technical Lead for the 5–11s age group (Foundation Phase).During his 17 years at the FA Peter was also privileged to be the Head coach of the England Futsal squad for 8 years leading them successfully into FIFA and UEFA competitions and today continues to influence the technical and tactical proficiency of the next generation as a FIFA Futsal Instructor.

In the second episode of 2025 our host Paul Barry is joined by Steve Sallis. He supports 20 Premier League and Football League Players with mental conditioning support. Steve delivers Leadership Seminars on the UEFA Pro and A’ Licence for the Scottish Football Association. He is the author of "Educating Football" which has received national and international press coverage, which includes interviews on the iconic ‘High Performance Podcast’ (12 Million Downloads), BBC Radio 5 Live, Talk Sport, The Daily Mail podcast and Love Sport Radio. Steve has featured on a Netflix documentary which entailed supporting world class athletes in need of cognitive and technical performance support.