James Webb Appointed JDL Technical Director

We are thrilled to announce the appointment of James Webb as the Sutherland Sharks FC’s first full-time Junior Development League (formerly SAP) Technical Director. James joins us with over 20 years of coaching experience across New Zealand, England, and Australia, working with players of all ages and helping young athletes achieve their highest potential. His impressive background includes coaching in elite environments, contributing to the development of national-level players, and playing a key role in grassroots and community football.

James’s appointment marks a significant step forward for the club as we continue to invest in the development of young talent in the Sutherland Shire. With a clear vision for the future and a commitment to excellence, James brings a wealth of knowledge and passion to our JDL program, setting the stage for a new era of player development at the Sharks.

Ahead of pre-season kicking off late November, we sat down with James to chat about his journey, philosophy, and plans for the JDL program, giving insight into how he will drive positive change and enhance our player pathways. We couldn’t be more excited about the season to come.

1. James, welcome to Sutherland Sharks FC! Can you tell us a little about your background and what drew you to the role of Technical Director for the JDL program?

Thank you! I’m delighted to be part of the Sharks family.

My coaching journey began while I was playing in the National League in New Zealand, where I was fortunate to have great mentors who ignited my passion for coaching. Over the past 20 years, I’ve had the privilege of coaching individuals across all ages and stages of development, from pre-schoolers to adults pursuing professional or semi-professional careers.

I take pride in contributing to the growth of young athletes within the Skill Acquisition and Youth Phases, with four players I’ve supported recently named in the New Zealand All Whites Squad and now competing in professional leagues, including Serie A in Italy, Norway, and the A-League. In addition, several players outside the national setup are playing in the National League in New Zealand.

Throughout this journey, I’ve gained extensive experience coaching in various football environments across New Zealand, England, and now Australia. My background includes work with grassroots clubs, schools, talent pathways for member and national associations, and community football at Chelsea Football Club.

In addition to coaching, I’m actively involved in the Coach Education Pathway, delivering C Licences and Community Courses for Football NSW and Football Australia.

During my visits as part of the Technical Advisor Team with FNSW, I engaged with key stakeholders and gained insight into the club's infrastructure. Building positive relationships with these individuals has helped me appreciate the fantastic work currently being done and the high aspirations to establish a top-tier club in Australia. The club’s strong sense of community and focus on development align perfectly with my values in football. I am excited about the opportunity to contribute to this project, adding value and helping to advance the club's vision.

James in action at the Australian Youth Championships 

2. This is the first time Sutherland Sharks FC has had a dedicated JDL Technical Director. How do you see this role impacting the development of young players at the club?

The club has shown a strong commitment to supporting the development of young people by establishing full-time roles within the JDL and Youth Phases. Traditionally, this stage of development has been under-resourced in Australia compared to other countries. I believe this represents a catalyst moment for the wider game, encouraging more clubs to recognise the value of creating full-time positions dedicated to nurturing young talent.

This decision has provided staff with the time and resources needed to enhance the development experience. It allows for thorough research, creation, implementation, and review of initiatives tailored to each program.

These roles also enable staff to dedicate more time to developing players and coaches in alignment with the club’s philosophy and individual development plans. Additionally, we can review matchday footage and adjust the support provided based on these insights and the coaching framework that will be created.

3. Football NSW is introducing a more rigorous standards-based rating system for clubs. How do you plan to ensure that our JDL program meets or exceeds these new standards?

Football NSW has established a comprehensive framework for clubs to guide the development of their respective programs. This detailed framework emphasises a methodical approach to assessing current capabilities, identifying opportunities for added value in the upcoming season, and highlighting areas that require medium-term planning.

A crucial pillar in achieving our goal of attaining Gold Standard over the next three years will be the education and development of our staff, maximising their skill sets. To enhance this development experience for both children and staff, we will engage industry experts to deliver targeted sessions and workshops.

4. What are some of the key changes or initiatives you’ll be implementing in the short term to improve the JDL program?

In the short term, our primary focus will be on developing the individual within a team setting. We will achieve this by creating a positive learning environment that offers a variety of footballing experiences for players to thrive. The implementation of individual goal-setting development plans and mixed age training will be the driving force behind this initiative. Upskilling our staff to thoughtfully plan their sessions around these initiatives and provide tailored support will be paramount in achieving a person-centred approach to our program.

5. You’ve worked with young players before—what philosophy or approach do you bring when working with youth footballers, and how does it align with the vision of Sutherland Sharks FC?

James at the NZ Premier School Boy Nationals

The Sharks' vision is to provide an exceptional experience for children in the region. For me, participation in the program undoubtedly needs to be the highlight of their week. We aim to create a fun, exciting, and engaging environment that provides the right challenges to stretch and support their development and nurture a genuine love for the game.

Our holistic approach focuses not only on developing their skills as football players but also on contributing to their growth as happy, healthy young individuals. At this stage of development, we provide opportunities for children to enhance their technical abilities and turn them into individual and small-group tactics. Physically, we develop them to use their bodies efficiently while fostering psychosocial development. Our “You vs. Yourself” culture inspires each child to strive for their best self and build positive connections with peers and the broader club community.

6. Developing a top JDL program requires a lot of collaboration between coaches, players, and parents. How do you plan to foster a culture of excellence and inclusiveness across these groups?

First and foremost, it’s essential for the club to have a clear Mission, Vision, Philosophy, Values, Behaviours, and Beliefs. These elements need to be articulated and communicated effectively so that all stakeholders understand their roles within the club's ecosystem.

Building respectful relationships where everyone feels valued and can contribute positively to the environment is crucial. As a parent myself, I understand that the well-being of your children is the top priority. Therefore, being accessible to caregivers is of utmost importance.

Through strategic planning and regular open communication, coaches, players, and parents will gain a deeper understanding of how the program will be implemented. Initiatives such as educational workshops and communication streams from the club will facilitate this understanding.

We encourage coaches and players to share their creative ideas while providing high support with clear direction and expectations. This collective approach will foster a culture of excellence at the Sharks.

7. Looking ahead, what are your long-term goals for the JDL program? What will success look like for you and for the club in the next few years?

I envision the Sutherland Sharks becoming a pivotal Community Hub for football in the Sutherland Shire, aspiring to lead the way in player and coach development across NSW and Australia. Our goal is to support the community game within the football ecosystem and serve as an inspiration for other clubs to enhance their capabilities and support for their members.

To achieve this, we will implement a Talent Identification system to ensure we identify and recruit the best children showing potential for our programs. Additionally, we aim to enhance our Skills Development Program to provide children outside the Junior Development League with the best possible opportunities to progress to the JDL, should they choose to pursue that path.

For children enrolled in our programs, we are committed to providing exceptional support to help them realise their aspirations, whether that means playing for the Sharks' Youth Teams, the First Team, joining an A-League Academy, or pursuing opportunities abroad.

To elevate this initiative, we will attract top practitioners to join, support, or review our project, ensuring that our programs are guided by industry experts.

8. Football development is always evolving. How do you stay up-to-date with the latest coaching techniques and trends, and how do you plan to incorporate them into the Sharks' JDL program?

There is a wealth of content available online today, including the latest empirical evidence, online courses, workshops, and CPD events from FNSW, as well as podcasts featuring industry experts from academies worldwide. Building strong relationships with other practitioners to discuss football is invaluable for my professional development.

When implementing or experimenting with this new knowledge in coaching practice, adopting a growth mindset is crucial. It’s important to consider how new insights align with your existing coaching methodology and principles. Ensure that the content is age- and stage-appropriate, and don’t hesitate to try new approaches. Seek feedback from your players and colleagues, and take the time to reflect honestly on how things went. This reflection allows for adaptation and growth, ultimately enhancing how you implement concepts or practices. Additionally, it’s vital to expose and educate staff about this new knowledge so they can engage in the same process, ensuring consistent implementation across the program.

9. What role do you see the JDL program playing in the overall talent pathway at Sutherland Sharks FC? How will it integrate with the club’s broader development goals?

The intention of the Sutherland Sharks is to advance as many young players as possible through our club's pathway, ultimately fostering a strong representation of homegrown talent in the Men's NPL 1 side.

A key component of this strategy is the JDL, which plays a vital role in ensuring that more children develop the necessary skill level and attributes to progress into the Youth Phase. Over time, our goal is for the quality of these players to exceed that of previous year groups, creating a legacy of excellence within our club.

10. Lastly, what advice would you give to young players aspiring to make the most of their time in the JDL program and take their game to the next level?

I encourage young players to strive to be their best selves each time they attend training sessions, maximising their contact time within the environment. Developing a growth mindset is essential; players should be open to receiving feedback from coaches and reflecting on how this input can support their improvement alongside their own thoughts, feelings, and capabilities.

Players should work on developing their unique playing identity by identifying their strengths and transforming these attributes into super strengths. Additionally, take advantage of the extra development initiatives available and invest in their personal growth during their own time.

By embracing these practices, players can enhance their skills and contribute positively to their football journey.