How one kids’ football coach turned a local success into a scalable franchise model

James Wilson, lifelong sports enthusiast and FA-qualified coach, founded Soccer Shooters with a simple mission: to get children moving, having fun and developing through play -regardless of ability. After years of coaching in schools, running community sessions and co-founding Clifton United Football Club in Bristol, he saw the need for a structured, inclusive coaching model that prioritised confidence and enjoyment as much as football skills.

What started as a local coaching initiative has since grown into a thriving community business – and now, an exciting new franchise.

From local coach to capacity limits

James’ coaching career began in the early 2000s after completing his first FA qualification. He ran sessions in schools, parks and with grassroots clubs. Attendance grew rapidly, waiting lists formed and word spread about Soccer Shooters’ inclusive, energetic approach. Parents valued the focus on movement and positivity, and the community impact was undeniable.

But success brought constraints. James had completely maxed out his personal coaching capacity. Maintaining consistency across multiple sessions was difficult with part-time coaches. And although he wanted to grow, he lacked a clear, sustainable route.

The model clearly worked. The challenge was turning it into something others could run too.

A chance moment leads to franchising

The shift toward franchising didn’t come from a long-term strategy, it started by chance. Hearing a radio advert for The British & International Franchise Exhibition at Olympia, London, James booked a last-minute trip. There, he attended a seminar by Phil Mowat of Ashtons Franchise Consulting. The message about values-led franchising and systemising coaching businesses resonated deeply. Later that day, James bumped into Phil by chance, they had a great chat and agreed to continue the conversation.

James went on to work with Rob Hall at Ashtons to build the Soccer Shooters franchise model – a decision he describes as “serendipitous” and transformational. Suddenly, growth felt structured and achievable rather than overwhelming.

Building a franchise model with substance

Working closely with Ashtons, James created a franchise model rooted in Soccer Shooters’ core values: movement, inclusivity and child-first coaching. Together they developed:

• A clear value proposition and strong brand identity
• Structured session plans and business systems
• Safeguarding frameworks and compliance processes
• Community engagement strategies
• A full suite of marketing assets, including a Franchise Brochure and detailed Franchise Information Memorandum
• Robust financial projections to demonstrate the opportunity to prospective franchisees

James is quick to credit Ashtons’ legal team for guiding him through complexities he couldn’t have managed alone.

The result is a professional, replicable model backed by comprehensive training. Franchisees learn coaching delivery, but also business essentials: marketing, managing bookings, working with schools, hiring coaches, and forging partnerships with local clubs.

In short, the model captures everything that made Soccer Shooters successful –  and makes it teachable.

Early franchisees and early momentum

Interest came quickly. Former players, teachers, sports coaches and even parents from past sessions began enquiring about the opportunity. They were attracted by the brand’s ethos, the low start-up costs and James’ hands-on support.

The first franchisees signed up within months. James personally supported each one through onboarding, training and their first launches. Early feedback was strong:

Within the first six months:

• Two territories opened with strong initial attendance
• School partnerships were secured early
• Grassroots clubs embraced the partnership model
• Community events, holiday camps and offerings like Surf & Turf weekends helped build visibility and reputation
• Parents and schools provided overwhelmingly positive feedback

These early franchisees weren’t just running the model, they were becoming ambassadors for it.

Lessons learned along the way

Reflecting on the journey, James offers three key lessons for any founder considering franchising:

1. “Don’t let perfection be the enemy of the good.”

Once your documentation, legal agreements and core marketing assets are ready, you can move. Details can be refined – momentum matters.

2. “You won’t pull the wool over a franchisee’s eyes – and nor should you want to.”

“Everything comes out in the wash,” James says. Being open and honest attracts the right franchisees – the ones who will represent your brand with integrity.

3. “Don’t think of it as selling a franchise – think of it as awarding one.”

Franchising is a long-term partnership based on shared values. You’re not just handing over a model – you’re inviting someone to become part of something bigger. That mindset shift transforms conversations and ensures alignment from day one.

What’s next for Soccer Shooters

Looking ahead, James plans to expand into 6-10 additional UK territories over the next 18 months, focusing on areas where grassroots sport is under-resourced. His goal isn’t just business growth – it’s community impact. He wants more children active, more coaches trained, and more local clubs supported.

For James, Soccer Shooters is not just a business. It’s about creating opportunities, getting kids moving, and proving that sport really is for everyone. Now, with a scalable franchise model, that message can reach communities across the country.

Considering franchising your business? Don’t miss your chance to speak to expert advisors at an upcoming Franchise Exhibition.