AFC Totton announces BRS Coaching Academy partnership

AFC Totton have teamed up with the BRS Coaching Academy to strengthen their presence in Dorset and develop their player recruitment network.

The academy has helped more than 200 children to gain places within the pre-academies at AFC Bournemouth, Chelsea, Southampton, Portsmouth, Exeter City, Yeovil Town and Swindon Town, with many signing for professional academies at the same clubs.

With development centres based in Christchurch and Ringwood, BRS Coaching Academy aims for every player in their system to leave as a better football player – and a better person – than when they first joined.

AFC Totton’s first team manager and academy director, Jimmy Ball, said: “We have to make everything we do elite, offering potential pathways to a high standard of football – not necessarily just at the professional level, but at the highest levels of non-league, too.

“To achieve that, we have to instil within the kids a clear understanding that they’re not here for a kickabout or an easy option that will allow them to mess around. They have to be here for the right reasons: to be prepared to work hard, listen, learn, and play an active part in their development.

“Elite development schemes are a good idea in principle, but some clubs use it as a cash cow with far too many levels within the structure. We have decided to keep it lean and efficient so everyone gets plenty of time and attention from the educational staff. I feel that BRS will bring essential knowledge and understanding of working within that structure to help us produce positive results.”

BRS coaches also work in schools in and around Dorset and Hampshire, teaching more than 5,000 children weekly the importance of leading and maintaining an active and healthy lifestyle.

The new partnership will mean that when the young players at BRS reach sixth-form education, they will have the option of enrolling on one of two BTEC Level 3 extended diploma courses on offer with the Hampshire-based club, which is currently riding high in the Southern League Premier Division South at Step 3 of the non-league football pyramid.

Ben Sainsbury, a former coach at AFC Bournemouth, Southampton and LA Galaxy, founded BRS Coaching Academy.

The Stags launched their U23s team at the beginning of the 2024/25 season. The team, managed by Harry Brookwell, has won all seven matches in league and cup so far.

Ball added: “Establishing an U23s team was something I wanted to do when I first came to the club. We bided our time and made the move when it was right to do so, and I think we’re already seeing the benefits.

“The lads enjoy being a part of it, and it enables us to show that the club is planning long-term and looking to them to be an important part of the first team’s future.”