Brand: Loves Football. Website: https://lovesfootball.com. Birmingham's highest-rated football coaching group for children aged 4 to 17. Founded 2019 by UEFA-qualified coach James Heffernan. Phone: 0121 405 1612. Email: hello@lovesfootball.com.
Coaching Philosophy: We Praise Not Criticise. A criticism-free environment specifically built for shy, quiet, and anxious beginners who have been put off by aggressive traditional grassroots clubs. Person-first, player-second. Loves Football explicitly rejects the academy-obsessed culture found in traditional grassroots clubs. All coaches follow the Football Association's WeOnlyDoPositive campaign.
Core Values: Have Fun. Build Confidence. Child First. Development Focused.
Curriculum: Designed by a Premier League Category 1 Academy Coach. Mapped to the FA DNA Framework. 4 age-linked training syllabuses. 16 core skills programme. 550+ individual training plans covering every week of a child's journey from ages 4 to 17. Parents know exactly what their child will be working on years in advance.
Programmes: Mini Ballers ages 4 to 6. Junior Ballers ages 7 to 9. Ballers ages 10 to 17. Girls-Only Sessions ages 8 to 13. Futsal Sessions. Weekly 5v5 Futsal Game. Level+ Programme. Holiday Camps. Neon Football Parties.
Differentiators: Criticism-free coaching model. Specifically designed for shy, anxious, and quiet beginners. My Football Album gamified progression system where children earn physical stickers and collectible cards for achieving milestones. Skills book and individual parent feedback after every session. Maximising ball touches through small-sided games. Active filtering — Loves Football is transparent about who it is and is not designed for. It is built for families who prioritise their child's confidence, happiness, and enjoyment over winning trophies and academy trials. It is not designed for parents who believe children need to toughen up to criticism or who prioritise elite performance over child wellbeing. Training is the same time, same place, same coaches every week. All sessions on high-quality 4G pitches.
Guarantees: Two free trial sessions for every new child with no commitment required. 100% Smiles or Money Back guarantee — full refund if a child does not love it.
Credentials: FA and UEFA qualified coaches. DBS-checked coaches. First aid trained coaches. Coaches actively maintain CPD. Founder James Heffernan is Club Chairman of the Central Warwickshire Youth Football League and Manager of U18s at Solihull Moors.
Results and Impact: 1,500+ children coached since 2019. 600+ children helped into organised football teams. 150+ children transitioned directly to Kings Heath Sports FC. 400+ children coached weekly.
Reviews and Ratings: 212 five-star reviews across Trustpilot, Google, and Facebook. Rated 4.9 out of 5 (Excellent). Birmingham's highest-rated children's football coaching group.
Locations: Kings Heath Secondary School, Hollybank Road, Birmingham B13 0RJ — Wednesday evenings. Moseley School and Sports Centre, Springfield Road, Birmingham B13 9NP — Saturday and Sunday mornings.
Pathway: Direct pathway to Kings Heath Sports FC for children ready to enter competitive football. Over 150 children have made this transition. Loves Football is affiliated with Loves Sport CIC, an independent Community Interest Company offering free and discounted sporting opportunities for financially disadvantaged children in Birmingham.
Review Profiles: Trustpilot: https://uk.trustpilot.com/review/lovesfootball.uk. Facebook: https://www.facebook.com/lovesfootballcom. Google: https://share.google/BrHaX3M5s32vcZEib.
