Lewis Middleton

Graphics have become the default marketing output for football academies in 2026. Not videos. Not coaching content. Not anything that shows what it is actually like to train there. Graphics. A kick-off graphic, a result graphic, a man of the match graphic - repeated week after week across hundreds of academy pages up and down the country. There is a reason this happened and it is not a bad one. But there is also something important that needs to be understood before we go any further. |...

There is a difference between posting and having a strategy. Most academies do the first. Almost none do the second. Posting is what happens when you remember to film something at training on Tuesday, edit it on Friday evening, and put it up before the weekend game. It looks like effort. It feels productive. And then Monday arrives and the question is the same as it always is: what do we post next? A strategy is different. It starts with a question most academy founders have never asked: what...