Dr. Siôn Rowlands is a coaching practitioner and researcher whose work sits at the intersection of elite youth development, coaching methodology, and performance psychology, with a particular emphasis on how coach behaviour shapes learning environments and player self-confidence.
He is currently Head of Coaching, Methodology & Insight at IK Start (April 2025–present), leading coaching strategy and supporting the alignment of methodology and insight processes within the club’s performance environment. Alongside this, he has been part of Leicester City FC for several years, working as a Men’s Academy Coach (July 2020–present) and contributing across the club’s women’s pathway previously, including roles as Women’s Reserves Coach (July 2018–June 2021), U16 Women’s Coach (June 2021–June 2022), and U18 Women’s Coach (June 2022–June 2023). Running in parallel to his applied roles, he has maintained an ongoing research strand focused on understanding and developing coach behaviour and practice (September 2019–present), reflecting a long-term commitment to evidence-informed coaching.
His coaching pathway includes experience across multiple academy settings in the UK. He coached at Coventry City FCas a U14 Coach (February 2019–September 2019) and previously held a similar role at Wrexham AFC as U14 Coach(July 2017–June 2018). Earlier positions include coaching roles at Wigan Athletic (U9s; April 2016–October 2016) and Everton (U13s; November 2014–April 2016), building breadth across the foundation and youth development phases of the academy system. Outside of academy football, he also held an Assistant Manager role at Stange & Co. (November 2016–May 2018).
Dr. Rowlands has also built a strong presence in higher education. He worked as a University Lecturer in Football Coaching at UCFB (January 2024–February 2025) and as an HE Lecturer in Sports Coaching at Loughborough College (March 2023–January 2024), connecting academic learning with the realities of talent development and coaching practice.
Academically, he completed a PhD at Loughborough University (2019–2023), focused on coaching behaviour in elite youth football, and he holds a Master’s degree from the University of Stirling in Sports and Exercise / Performance Coaching. His profile is well aligned to coach development and performance support topics, particularly where psychological outcomes—such as developing self-confidence—are influenced by the day-to-day behaviours, language, and leadership of coaches in high-performance youth environments.
Academic institutions: University of Chester; Loughborough University; University of Stirling
Practical affiliation (current & previous): IK Start; Leicester City FC; Everton Academy; Wigan Academy; Coventry City FC; Wrexham AFC
Languages spoken: English
Content feature: Developing self-confidence
Area: Psychology
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