Why AU Sports Is one of the Best Coaching Services for Your Child
At AU Sports, we believe in fostering a lifelong passion for sport and providing a supportive, fun environment where children can thrive. We don’t pretend to be something we’re not — we’re not an “elite” training facility, nor do we sell unattainable dreams. Instead, we focus on creating a love for the game that keeps children engaged for years to come.
We’re not saying your journey has to start with us, and we’re not saying it has to be with us forever. But we urge you to be mindful of what you are putting your child through. The lure of “elite” sport often feels irresistible, but the reality is that many of these programs are exploiting your enthusiasm — and your wallet — without your child’s true best interests in mind.
What Makes AU Sports Different?
1. We Put the Child First
At AU Sports, your child’s happiness, development, and well-being are our priorities. We understand that elite sport can be brutal, highly competitive, and often not worth the sacrifice. The odds of your child achieving even a modestly paid professional career in sport are slim, and the road to get there is incredibly demanding. That’s why we encourage families to stay sensible, focus on their child’s passion, and avoid getting caught up in unrealistic expectations.
2. Passion Over Pressure
Children need a foundation of love for the game to keep them motivated and engaged. While it’s easy to get excited if your child is excelling at an early age, the reality is that early success isn’t a guarantee of future greatness. There are countless variables in play, and more often than not, other children will eventually catch up and surpass early achievers.
The only factor that truly matters in the long term is your child’s internal love and desire for the sport. No amount of external coaching or money can replace that drive, and that’s what we aim to nurture.
Beware of False Promises
The sports coaching industry is full of failed/mediocre athletes turned coaches who claim they can “take your child to the next level.” While many of these coaches genuinely believe in what they’re selling, it’s often not true. These promises are designed to play on your hopes and dreams — and ultimately, to take your money.
We’re not here to sugarcoat it: we're a business and we want your money too. But we’re committed to providing value. At AU Sports, we remain affordable, realistic, and focused on what’s truly best for your child long-term. Most of our coaches work full time in children’s education and sport. We gain unique experiences and meet a broad range of children every single day of the week and we deeply understand the needs of children/young athletes. We’re invested in your child’s long-term happiness and development — not in making exaggerated claims about what we can achieve.
The Problem With the “Elite” Approach
The rise of “elite” training environments has led to a damaging culture in youth sports. Here’s why this approach often fails children:
1. It Exploits Parents’ Aspirations
Many programs use the promise of elite status to lure parents into expensive, time-consuming commitments. Scouts from pro clubs and, even more depressingly, football coaching businesses watching U7's play matches to 'recruit' them into their schemes. And pro clubs demanding long commutes for training at age nine are clear signs of a system that prioritises profit over children’s well-being.
2. Burnout and Disillusionment
When children are pushed into high-pressure environments too early, they often burn out or lose their love for the sport altogether. We see Holiday Club programs advertised as 'Train Like A Pro' aimed at children under the age of ten. School holidays are a time for children to relax and have a bit of fun away from the rigours of school. We watch on in horror as we see children drop out of sports due to the demand on them. We’ve seen this happen time and time again — kids who once loved playing quit because the fun was replaced with stress and expectation.
3. It’s Not About the Money You Spend
No amount of one-on-one training or high-level coaching can replace a child’s natural passion and drive. We’ve seen children from all walks of life succeed in sport simply because they love it and want to work hard. Conversely, we’ve seen many children with access to expensive coaching programs start off promisingly but ultimately fail because they end up lacking the internal motivation to keep up with demanding schedules when they reach adolescence.
4. It’s OK to not be very good
We know many adults and children who enjoy sport and find it thoroughly rewarding despite, in their own admission, not being the best at it. If you are a parent, you don't need to get your kid up to a higher standard. If they are in an environment where that matters, they are in the wrong environment. If you aren't getting game time/opportunities in your grassroots team, you're child is in a poor environment and you need to challenge it or move on. It's not up to you to put them through 1 to 1 coaching that they're not really interested in, or have them train 5 times a week to get them up to speed. The truth is, if they're not that fussed about being better, just let them play somewhere that they can play. That's ok!
What We Stand For at AU Sports
We understand how easy it is to get caught up in the excitement of early success or the dream of elite performance. But we urge you to take a step back and ask yourself:
• Is this what my child truly wants?
• Is this environment sustainable and enjoyable for them?
• Does this program have my child’s best interests at heart?
At AU Sports, we believe in giving children a foundation they can build on, whether they pursue competitive sport or simply enjoy it recreationally. We focus on:
• Building confidence and self-esteem.
• Nurturing a lifelong love for the game.
• Creating an environment that prioritises fun AND development.
We’ve been part of the journey for countless young athletes, from those who play for fun to those who compete at higher levels. We’re proud of our role in inspiring children to stay active, engaged, and passionate about sport for years to come.
Stay Sensible, Stay Grounded
Parents, it’s important to stay grounded and realistic about your child’s sports journey. The industry may tempt you with promises of greatness, but the most important thing is your child’s happiness and love for the game.
Whether you choose AU Sports or somewhere else, choose somewhere where your child’s well-being and enjoyment come first. Help them discover their passion, develop at their own pace, and enjoy a lifetime of sports — no matter where their journey takes them.
Parents choose AU Sports because they know they're in safe hands when it comes to the future for their children in sport. If you want your child to benefit from the love of sport for the long-term. Join the AU Sports family today and see the difference we can make! View some of our starter sessions below.
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