As part of ‘Dugout Diaries’, VERSUS, in partnership with the Premier League spoke to Academy of Football coach Nichole Farley on her journey to West Ham United…
Nicole Farley is one of the most influential coaches in the game. Whilst she gained her inspiration from Hope Powell, Nicole’s own journey as West Ham’s first female coach is a landmark in its own right and is helping many Black women to believe they can coach within football at the highest level.
Whilst she has had previous experience of coaching at clubs such as Arsenal, Chelsea and New York Red Bulls, Nicole is now on the Premier League Coach Inclusion and Diversity Scheme (CIDS) – a Premier League programme aimed at increasing the number of female coaches and male Black, Asian and mixed heritage coaches from a variety of backgrounds in English professional football.
The scheme, first introduced in 2020, provides coaches with a bursary and 23-month work placement at a Premier League or Category One club. The aim is that coaches achieve sustainable coaching positions post-placement and whilst becoming role models in position, they inspire a new generation that they too can become coaches within the professional game.
VERSUS sat down with Nicole to talk about her journey through coaching, how the Premier League have helped her know her importance and why even though she may be the first of many, she should not be the last.
Why is it important that players have a coach like you?
I think there is a bit about culture, there is also a bit about relatability. If we take gender out of it, even just my background and my upbringing. Some things are unspoken but enable you to make connections. Everyone has a different experience. Mine is that I’ve come from a single parent background, the journey hasn’t been easy whilst someone else may have private school education and both parents. Both are relatable to people, but my experiences aid me when working.
How have you benefited from being on the Premier League Coach Inclusion Diversity Scheme?
The scheme has helped me to push myself out of my comfort zone. It’s afforded me to keep pushing, but has also given me a consolidation of what I already know. Whether that is showing me that a place for me does exist within the industry or reaffirming to me what my purpose is.
Being the first of anything is a great feat. What does it mean to you to be the first female coach in the men’s set up at West Ham?
When you say that now, I don’t even see myself as that sometimes. But If I sit back and reflect on it, that is quite a big thing you know?
It’s really cool and I’ll take that. But to also be a first and to be respected for the work that I do is important. I have been afforded the opportunity to work across different age groups but when you are there, you still have to show that you can do it. To say the first female is incredible. I just see myself as a coach but it is big upon reflection.
Are you aware of the impact your journey is having?
Yes, in part. People say I am a trailblazer. It’s great, but I don’t want to be a benchmark. I am great for my knowledge and opinions, but I also want to grow and develop. I want to inspire but I want to go even further. I’ve worked so hard to get to this point but there is more to come, and I hope it helps others too.
What do you hope to achieve going forward in your coaching journey?
I want to be coaching in a thriving environment that is open. At some point, I want to be with the first team – like how Ted Lasso walks out! I would also like to get my pro licence. I have done so much coach education, it’s just about having the opportunity to put it all into practice.
VERSUS is the platform championing the future of football and its rising influence on new music and culture. You can read the full interview on versus.uk.com.