The best people in
football development
are invisible online.I help change that by
getting you known
for your thinking.
I'm Hassan. I ghostwrite LinkedIn content, newsletters
and educational email courses for academy directors,
coaching education founders and technical directors.
I keep the client list short because
the work is better for it.
If the timing doesn't line up when you get in touch,
I'll let you know when a spot opens.
If a call feels too early, the resources page has free courses and frameworks for football development leaders.
Why work with me
I understand EPPP categorisation and Category 1 to 3 academy operations.
I write about bio-banding, ecological dynamics and constraints-led methodology because I've researched and worked within the sector.
When I write for a GPS analytics founder or a UEFA course provider, the content reads like someone who has sat in the room. The research behind it does.
Everything is ghostwritten in your voice, grounded in your expertise.
Your audience builds around your thinking, not mine.
80 to 90% of the people who hire consultants,
book speakers or enrol in courses already
have a shortlist
before they reach out to anyone.1
If you're not visible when the list is being formed,
you're not in the conversation.
Why the best people in football development
stay invisible
The people making decisions about who to hire, book or enrol are forming views before they make contact. They're reading LinkedIn. They're scanning newsletters. They're comparing who sounds like they know what they're talking about and who doesn't show up at all.
When an academy board is looking for a consultant, when a federation is assembling a course delivery panel, when a club is assessing who to bring in for a development review, they're starting with the names they already know.
Most football development professionals with 10 or 15 years of experience aren't on the list. The knowledge is there but nobody sees it.
Some of the people I work with have never written
a LinkedIn post.
They don't need to have.
The thinking is already there.
The writing is my job.
Who I work with
Academy and club leaders
Academy directors, technical directors, heads of coaching. You're running a complex operation and generating ideas, frameworks and observations every week that never make it into writing.
Your online presence doesn't reflect what you actually know.
Coaching education founders
UEFA course providers, CPD platforms, methodology programmes. You have a curriculum or philosophy that advances how coaches think. The coaches who'd pay for it are scrolling past.
You're posting announcements when arguments would build the audience.
Football technology founders
Performance tracking, video analysis, academy management SaaS. You've built something that solves a real problem in the academy system. The directors who need it don't know it exists.
The case for your product hasn't been made in writing yet.
What my work looks like
Each works on its own.
Together they take a reader from finding you, to subscribing, to hiring you.
LinkedIn Content
Consistent publishing that puts your thinking in front of the people who make hiring, booking and enrolment decisions. You share the thinking. I handle everything else.
- Ghostwritten posts in your voice, published under your name
- Built from monthly conversations, not templates
- Profile, positioning and editorial calendar included
This is where most people start. Once the right people are paying attention, the next step is how to keep them.
Book a Call →Educational Email Course
A done-for-you email sequence that teaches your audience something specific and positions you as the authority before you've asked them for anything.
- Five to ten emails, written from your expertise, not generic advice
- Turns followers into subscribers you actually own
- Works as a lead magnet or a standalone paid product
Followers are borrowed. A subscriber list is yours. This is how you stop depending on the algorithm.
Book a Call →Newsletter
A regular newsletter sent directly to the people who've already said they want to hear from you. The place where the thinking goes deeper and the relationship develops over time.
- Ghostwritten in your voice, on your schedule
- Topics developed from your conversations and sector knowledge
- An owned channel that moves your audience closer to a decision
Teach consistently and the trust is already built by the time the conversation turns to what you provide.
Book a Call →Want to talk through which of these makes sense for your situation?
Book a CallOr book the Director's Debrief for a paid strategy session.
What my approach delivers
These are results from my own content, published on LinkedIn using the same framework and process I use for the people I work with.
Only two posts. Combined reach: 68,913 impressions and almost 1,000 reactions from a standing start.
No ad spend. No engagement pods. Just sector-specific writing that landed with the right audience.
How it works
We talk
A 30-minute call to understand your expertise, your audience and what you're trying to achieve.
I learn how you think
A proper conversation. I ask the questions your audience would ask if they had the chance. We find the positions and arguments that are worth publishing.
You publish consistently
Content goes out on schedule, in your voice, under your name. You review and approve. Your audience grows around your thinking.
Want to see my thinking behind this first?
Building a Public Voice in Football Development
A free 5-day email course that walks through
the framework I use to help football development leaders
get known for their thinking.
One email per day. Five-minute reads.
No sales pitch until the end and even then it's a question, not a close.
If you're weighing up whether this kind of work makes sense for your situation, this course is a good place to start.
No spam. Unsubscribe any time.
Common questions
That's the whole point. Before I write anything, we spend time talking. I learn how you explain things, the phrases you use, the way you structure an argument. The content that comes out of that process sounds like you on your best day, not like a content writer guessing at your voice.
One conversation, typically 45 minutes to an hour. You talk about what's on your mind in the sector, what you've been working on, what you think people are getting wrong. I handle everything from there: research, drafting, editing, revisions. You review and approve before anything goes out.
Not at all. Most of the people I work with come to me with an empty profile or no posting history. We build the whole thing from the ground up. You don't need an existing audience for this to work.
AI is a research and editing tool, not a ghostwriter. Every piece of content is written by me, grounded in your specific expertise and the conversations we have. The quality difference between AI-generated content and writing that comes from someone who understands your sector is obvious to any reader in football development.
Most people start seeing meaningful engagement within 8 to 12 weeks of consistent publishing. That means profile views, connection requests from the right people, and conversations starting in your DMs. The longer you publish consistently, the stronger it gets.
Yes. The principles behind visibility and thought leadership apply at every level. A Category 3 academy director has expertise worth publishing. I've researched across the full EPPP spectrum and understand the structural differences between categories. The content we'd produce would be grounded in your context, built from your experience.
You tell me and I rewrite it. You approve everything before it goes out. Nothing publishes without your sign-off. The process works because it's a genuine collaboration, built from your thinking. But if something doesn't land, or the tone is off, or the argument needs adjusting, that's what revisions are for.
It does. My research covers European and global football development models, and LinkedIn is a global platform. The content strategy is the same whether you're based in England, Ireland, the Middle East or anywhere else. The audience you're trying to reach is online and it's international.
It depends on what you need. Some clients work with me on a monthly retainer, others on a one-off project like an educational email course. No long-term contracts. The best way to find out is to book a call and we'll talk through what makes sense for your situation.
Let's see if we fit.
30-minute call. I'll tell you what I think would actually work for your situation, whether that involves working together or not.
Book a Call Not ready for a call? Browse the free resources →