Building a Coaching Career in the U.S: Charlotte Purcell on her GIS x CAS Experience

For students who want to build a successful career in the sports industry, a mix of academic knowledge and industry experience is vital. 

Through its partnership with Community Athletic Solutions (CAS), Global Institute of Sport (GIS) helps students secure paid work while they study, building both their CVs and wider networks.

Collaborating with the foundations of Premier League clubs such as Everton and Aston Villa, CAS offers over 500 placement opportunities across the USA, with the GIS U.S. Work Placement Programme pairing students with roles that suit their skillset and career ambitions. 

This has supported GIS students like Charlotte Purcell, who is currently out in the U.S combining work and study in the sports industry. Currently halfway through her part-time MSc Performance Analysis in Football programme, Charlotte coaches the U9 and U10 age groups for Seacoast United in Northern Massachusetts as well as being Director of Coaching and Player Development for a local soccer organisation.

In this Q&A, we spoke to Charlotte, a former Opta Sports analyst and Manchester United Foundation coach, about her experience as part of the U.S’ growing football industry.

What GIS programme are you studying, and what role are you undertaking through the CAS placement?

I’m currently studying for an MSc in Performance Analysis in Football at GIS, though my role within the CAS internship differs slightly from the focus of my course. 

Alongside my studies and internship, I coach two soccer teams, and I am the Director of Coaching for a local town’s soccer organisation, allowing me to develop both my technical and leadership skills in a practical environment. 

What attracted you to the CAS Work Placement in the first place, and did you have any expectations before starting?

What attracted me most to this internship was the opportunity to develop in every aspect of my career. 

It has allowed me to grow personally by pushing myself outside of my comfort zone, while also developing professionally in a role I had never experienced before within a youth football environment that is very different from the one back home. 

I came into this placement with no expectations other than to challenge myself, continue learning, and embrace a new experience, and that’s exactly what I’ve been able to do!

Have there been any highlights or standout moments as part of your experience so far?

There have been so many standout moments so far! 

One that I’ll always be grateful for was having the opportunity to watch England at the FIFA World Cup. This was an unforgettable moment for me because not only did I have the chance to support my home country on football’s biggest stage, but it also played such an important role in the growth of soccer in the U.S.  

Away from work, I’ve had the chance to explore different areas of New England and visit beautiful places, all while being surrounded by amazing people that I’ve met since coming to the U.S.!

Within the role, it’s currently summer camp season, and the residential camp was definitely a highlight. Spending the week playing football and being part of some fun activities created some great memories with both the campers and fellow coaches! 

How has the placement helped you develop new skills or apply what you’ve learned through your studies?

Despite the differences between my academic studies and internship, I have been able to develop a range of transferable skills across both experiences. 

Combining these has strengthened my skills in evaluation, leadership, communication, planning, organisation, and observation. Working in these environments has helped me better understand how the principles of performance analysis can be applied to improve individual and team development, while also supporting the development of players and coaches.

Building on this, it has enhanced my attention to detail as a coach, allowing me to make more informed decisions, provide more effective feedback, and create better learning experiences for my players. 

Finally, what advice would you give to future GIS students considering the programme?

I would encourage all GIS students to make the most of every opportunity presented to them. 

If you have the chance to develop both personally and professionally while meeting new people, creating lifelong friends and memories, then take it! Be proactive, take new challenges, and ask questions. Every experience is an opportunity to learn and grow. 

Article by Zakaria Anani