Empowering female coaches: a week in the life of the WISH Programme

Backed by USD 1 million in Olympic Solidarity funding, WISH is a bespoke four-year programme designed to equip around 100 women to coach at elite levels – Olympic, world championship and in continental teams.

WISH is now gaining momentum. Two of four cohorts have already joined the programme, and from 15 to 19 August, 19 coaches from the first cohort gathered at the Institute of Sport at the UK’s University of Hertfordshire for the residential week of their 21-month programme.

Under the banner of “Empowering Women Coaches”, the 19 women spent the week immersed in activities designed to further develop their leadership skills, confidence and careers. Representing seven sports and 17 countries, the coaches were selected by their International Federations (IFs) and National Olympic Committees (NOCs) for their individual achievements, potential and ambition.

The week covered modules ranging from self-assessment and creative problem-solving to positive coaching culture and how to lead under pressure. Leadership is central in WISH.

Great strides towards parity for female athletes in Olympic Games participation (48 per cent of the athletes at Tokyo 2020 were women) are not yet matched in coaching. “We’ve seen good advances in medal opportunities and media coverage, but coaching is lagging a long way behind,” says Elizabeth Pike, WISH Project Director and Professor of Sport, Health & Exercise at Hertfordshire. Over the last decade, the proportion of female coaches has risen slowly, to 13 per cent at Tokyo.

Aiming to spur this progress, WISH is modelled on a successful pilot held from 2019 to 2021. Though this launched on the verge of the COVID-19 pandemic, the six IFs that chose the course’s 26 coaches were determined it should proceed. The WISH team adapted their interactive and dynamic shared learning approach for online delivery, and its impact was confirmed by an independent evaluation last year. For many participants, it was “life-changing”, as they accelerated their coaching careers and tutored other rising coaches.

A safe space

“It’s down to our values – collaborating, supporting and networking,” Pike explains. WISH provides a safe space where coaches and course facilitators can discuss challenges and share insights.

“They go back to their sports and regions as role models, with the confidence to knock down whatever barriers they face. And the network connects all the women who go through the programme.”

The programme’s alumni also help bring on the next generation of high-performance female coaches as WISH facilitators. Filoi Eneliko, one of Samoa’s most-capped female rugby players, credits the pilot with changing her mindset and instilling greater self-belief. She soon became the first female head coach of an elite Samoan men’s team, and now manages the Lakapai Samoa Women’s Academy. She was clearly moved by the response from the WISH participants to her workshop presentation sharing her experience and challenges.

“These women are incredibly good coaches but don’t necessarily see themselves as leaders,” says leadership mentor and course facilitator Jane Booth. “They need to recognise that their everyday leadership can lead to big changes; combining competence with quiet inner confidence, they can be even more effective.”

Over the next eight months, the coaches will benefit from one-to-one leadership mentoring plus ongoing support from a sport-specific mentor. Such expert advice and feedback on real-life challenges can be invaluable to any coach, let alone a woman striving to perform at the top of her game in a male-dominated environment.

What leadership is all about

On the final day of the residential week, Booth observes subtle yet significant shifts in the coaches’ thinking, communication and listening skills. “They’re seeing things differently from when we started – understanding the impact they can have on others,” Booth adds.

The coaches themselves are in no doubt about the impact of the week’s work – from addressing difficult coaching scenarios and challenging conversations to presenting skills and setting stretch targets.

WISH is an “awesome opportunity” for Caribbean women, according to rugby coach Jenilee Limada from Trinidad and Tobago. “The goal setting was really big for me. The things I’ve learnt will get me out of my comfort zone. I will push myself more.”

“I have new insights into what leadership is about that I will definitely apply in my coaching,” says Polish cycling coach Anna Wiese. “I will try and open doors for the next generation.”

Kenya’s Catherine Mbawi “learnt a lot that’s going to inspire me as a volleyball coach and leader. I picked up tips and techniques that will help me face any challenge confidently; even if I’m under pressure, I can take care of my own wellbeing.”

Empower, support, develop

With four wrestling coaches in this cohort, United World Wrestling is strongly committed to WISH. “Women are not automatically invited to the table when it comes to coaching education,” says Development Director Deqa Niamkey, who chairs the WISH Strategy Group. “WISH is the way forward to achieve 50:50 equality.”

“The timing is right,” agrees Nicola Minichiello, the International Bobsleigh and Skeleton Federation’s Academy Manager. “After the challenges over decades for female coaches and administrators, the road is becoming a bit smoother, but it’s still not easy. The more people see females succeeding, the easier it will be.”

As a guest for the final evening’s Q&A session, the WISH coaches could hardly have chosen a more passionate champion of women in sport than Kereyn Smith. The former Chief Executive and Secretary General of the New Zealand NOC emphasises the need for cultural change – moving from a “fix the women” mindset to fixing the entire sporting system.

“We are now seeing a more joined-up approach,” she says, citing the IOC’s commitment to gender equality, Olympic Solidarity’s investment and the support of IFs and NOCs. “WISH is a fabulous programme. If we empower, support and develop women, this will facilitate cultural change.”

About wish

The coaching challenge

• Rising slowly from a low base, the proportion of female elite coaches at Olympic Games was 10 per cent over the past decade, 11 per cent at Rio 2016 and 13 per cent in Tokyo.
• Coaches typically have 10-12 years’ experience at national level in regional competitions before reaching Olympic level.

Programme aims

• To further develop the sport-specific skills, leadership competence and career ambitions of high-calibre female coaches.
• WISH is one element of the IOC’s action plan to meet its gender equality commitments and objectives for 2021-2024 detailed in the IOC Gender Equality & Inclusion Report 2021.

Cohort 1

• Launch: 23 May 2022
• Graduation: 22 April 2024
• 17 National Olympic Committees represented
• 7 sports represented: bobsleigh/skeleton, cycling, judo, rugby, snowboard, volleyball and wrestling

Pilot programme:

• Launch: 1 September 2019
• Graduation: 18 February 2021
• 23 National Olympic Committees represented
• 6 sports represented: cycling, rowing, rugby, tennis, triathlon and wrestling