Coaches' Voice, a Cardiff-based football education and digital coaching platform, has secured a seven-figure equity investment from the Cardiff Capital Region's £50m Innovation Investment Capital (IIC) fund to support its growth plans. The company, co-founded by David Sciama and Peter Kenyon, works with coaches, clubs, leagues, and governing bodies globally, delivering expert-led insight, digital learning tools, and specialist education for coaches at all levels.
Investment Details and Impact
The exact value of the investment has not been disclosed, but it is described as seven figures. Coaches' Voice supports more than 4,000 football organisations worldwide and delivers over one million learning hours each year. The business aims to widen access to coaching education and strengthen community-level football, with Wales central to its future growth.
Chief executive David Sciama said: “As the world enjoys a summer of football, this investment allows us to expand our presence in South East Wales and support the grassroots coaches who underpin the game. Visibility at the top level always inspires participation, and with great coaching available, that is what sustains the interest in communities across Wales.”
Partnership with FAW and Coach Cymru
A key driver of Coaches' Voice's impact in Wales is its partnership with the Football Association of Wales (FAW) through Coach Cymru, which provides ongoing professional development support for FAW-qualified coaches. Mr Sciama added: “With 4,500 coaches already active in Wales, we expect this figure to grow significantly over the next 18 months. It is through our close relationship with FAW that gives Coaches’ Voice a meaningful and growing role in the continued development of Welsh football.”
Rob Franklin, FAW’s head of coach education, said: “Supporting coaches is essential to sustaining growth at every level. Through our work with Coaches’ Voice via Coach Cymru, we’re expanding access to high-quality, digital coaching content that supports learning anytime, anywhere. This allows us to connect coaches across Wales with the latest insights, techniques and best practice from the global game. By using accessible, modern learning tools, we’re helping to raise standards, strengthen the coaching pathway and ultimately support the development of coaches and players across the country.”
Strategic Fit and Regional Commitment
The Cardiff Capital Region’s IIC fund is managed by Capricorn Fund Managers. Chief executive of the Cardiff Capital Region, Kellie Beirne, said: “There is now a real opportunity to capture national attention and support greater coach participation across every level of the game. Football has the unique power of connecting communities and Coaches’ Voice is helping ensure that coaches across South East Wales have access to the best learning and support they need to nurture that enthusiasm. This investment is about creating lasting value, strengthening communities and helping this and future generations benefit from better coaching, stronger support and wider access to football education.”
Lynda Stoelker, Capricorn Fund Managers’ chief operating officer and chair of the IIC investment committee, added: “Coaches’ Voice is a strong fit with IIC’s investment philosophy of backing innovative, high-growth businesses that have the potential to create lasting impact in the Cardiff Capital Region.”
PwC provides investment research and sourcing to Capricorn. Rob Asplin, PwC partner, said: “Coaches’ Voice stood out as an investment opportunity because of its blend of premium content, digital capability, commercial relevance and international market potential, alongside a clear commitment to growing its regional presence.”
