Welcome to ‘Dugout Diaries’, a content series from VERSUS in partnership with the Premier League highlighting coaches working hard to make elite level football more diverse and inclusive for the next generation, on and off the pitch.

Kevin James is the pinnacle of what it means to be a new era coach. A former player who came through the ranks at Charlton Athletic, Kevin is now back with the South London club having had a career full of professional and semi-professional highlights. A person who prides himself on hard work and helping others, The South London native is now giving back to a crop of U18s who can relate to him on a personal level.

Whilst Kevin has experience of coaching finals at Wembley with Cray Valley, He is now a full-time coach at Charlton Athletic having completed the Professional Player to Coach Scheme (PPCS) – a joint programme between the PFA, the Premier League and the EFL designed to increase the number of Black, Asian and minority ethnic players who transition into coaching. 

The scheme itself, first introduced in 2020, provides coaches with a bursary and 23-month work placement at a Premier League or Category One club. Kevin impressed during his rotations and was awarded a full-time permanent position 15 months ago. The aim is that coaches achieve sustainable coaching roles post-placement. In becoming role models, they can inspire a new generation to also become coaches within the professional game.

Charlton are one of the most renowned talent factories in English football. The club's location makes it a hotbed for talent with local players coming in from South and East London alongside Kent, Essex and Surrey. From Kevin’s time as a YTS to now with the success of recent scholars, it’s always exciting times by The Valley due to the potential that can be unearthed. Kevin is now an integral part of that process.

VERSUS sat down with Kevin to talk about his journey through coaching, how the Premier League has helped him so far on his journey and why his mission is greater than just coaching.

What does it mean to have support from a club like Charlton, Premier League, PFA and EFL with your coaching journey?

It’s really empowering to know that all of these organisations are working together to help people just like me. It’s been needed in the space and the results speak for itself with the amount of people going into full time roles and doing really well.

‍How influential was it to be on such an initiative with other former players wanting to get into coaching?

It’s always great to meet new people but knowing you are sharing a journey with people you know is special. Myself and Coutney Pitt who is also on this scheme actually lived together in Nottingham. Myself and Jon-Paul Pitman had a good relationship at the same time.

Many of the people throughout the cohorts are former players I would have played against at some point. It’s really inspiring. We get an opportunity to inspire each other and discuss what everyone is doing at their relative clubs. 

Collaboration is key to growth and having conversations with these people is very insightful.

‍When you think back to your own experiences of playing football, how different do you think your journey or experiences would have been if you had more coaches like yourself around?

I was fortunate because I had relatability around me. I had role models like Paul Mortimer, Shaun Newton, Keith Jones. Then the likes of Mark Bright and John Barnes stepped in. All at a time that was very different to today. 

Back then you had YTS and pro’s sharing facilities whereas facilities are often split today. These role models were so influential to me. They had great people skills and taught many of us.

I understand that everyone would not have had that experience. I think relatability in whatever way possible is key to making players feel like they belong and can be themselves. Having coaches of the same ilk could have even enhanced that experience but I am grateful I can now do that for others. 

‍What do you want to go on and achieve within your coaching journey?

I don’t want to say I have done this already, but a massive part of coaching is that personal development of players. In terms of seeing talent and working with them to maximise their potential.

I think of Ethan Pinnock and how he now plays in the Premier League. That is someone who didn't go professional till the age of 23. Helping him on that journey [during my time as player-coach at Dulwich Hamlet] and seeing the potential in him but also enabling him to see it within himself. That is what I want to continue to achieve in my coaching career.

You want to just help people. That is what I constantly want to achieve. Thinking beyond that, I would love to coach as high as possible. I believe I have a decent amount of knowledge and experience to be able to influence any environment. I would love to manage if that eventually came about. 

As an adaptable person, I am aware that the journey can always ebb and flow. I love coaching and what it enables you to bring out of people is special. For me, the heart of that is the most important thing. 

‍What do you hope the legacy of this journey is?

I just hope it inspires others to realise they can reach where I am. I do try and share bts about my own playing journey. I want them to be better than me. Achieve more than me. I want them to understand that they can do all of these great things. If you can grab onto that mindset within football or everyday life, the sky's the limit.

The main thing is about trying to provide the best experience possible. I just want people to think “If Kev did it, maybe i can do it”.

‍If you could tell your younger self anything, now being in the position that you are in. What would you say?

What’s so funny is that despite how my journey has played out, I would have done my coaching badges earlier. If you love the game that much, I feel it’s important to get those done as soon a s possible. Not everyone is going to have a stellar playing career but there are over options that you can plan for. I coached but I wish I had got my actual qualifications earlier so I could have been on this journey a bit earlier.

VERSUS: What does being a coach mean to you?

‍Kevin: How long have you got? It’s a multitude of things! First of all, you are looking at trying to help others. Help them maximise their potential. We are guiding people with knowledge and experiences. Coaching is meant to be an interaction that helps others to be better

‍You are currently the U18’s coach at Charlton. A club you were a trainee at. How important is it to you to have a connection to the players you are coaching?

It’s one of the first things I was super appreciative of the Academy Manager at the time, Steve Avery for choosing me after the selection process. Being back here and having the feeling I had when I was younger - It’s a real thing.

A lot of the surroundings are the same, You walk around and relive the memories and stories of times past. Sometimes I phone some of the players who I came through the ranks through like Jon Fortune and saying “Remember when we used to do this?”. 

It means a lot. I know what the boys are going through here, having been here myself which is super important. 

‍How much of your lived experience and upbringing plays a part in the type of coach you are today?

I think it’s huge. So much so, I am super mindful now of how I coach. I want the young people to have the best experience possible from me. I want it to enable them to have self-belief and to realise that with good work and habits, they can reach the heights they want to reach.

I had that. I want to give that back to others.

‍Part of your journey is becoming a legend at local team Dulwich Hamlet. What does South London mean to you?

I am South London born and bred. Most of my close friends are from the area. Growing up with these people and playing football together is a feeling like no other.

Dulwich Hamlet was interesting because that was me going from the pro game, into Semi-pro to play and help out coaching. I loved getting my hands on those boys with a lot of raw talent in and around South London and helping them. South London means everything to me. I grew up near Millwall but Charlton is where things happened for me.

Thinking about your playing career and journey within coaching, why is it important for players to have a coach like yourself? 

It’s important because there is a sense of relatability. Honesty too. I pride myself on a high level of care. I also like to challenge my players. Part of being a coach is creating a safe environment and I believe that often comes from the relatability I have with my group. 

‍Did you always think coaching was a potential pathway for you?

Yes and no.

When I used to leave these training grounds as a YTS back in the day, I had three very close friends. Gavin Tomlin, Craig Rocastle and Kevin George. They always used to ask me to come to the park so I could show them what I was doing at training.

They wanted to have that elite experience I was getting. Via doing that with them, Kevin George ended up at Charlton and signed a pro. Craig Rocatsle would go from Kingstonian to Chelsea and Gavin Tomlin ended up playing for Slough then going through to Brentford. All did good bits in their careers.

From that aspect, coaching was always within me. I like to always share my knowledge.

‍How have you benefited from being on the Professional Player to Coach Scheme?

I have benefited hugely. It could not have come at a better time for me. I spent a good time with Dulwich Hamlet before going on to Cray Valley in which we won the league and got to the final of the Vase at Wembley. 

For me, it was about the next step. Stepping into the professional game. Can I transfer what I know into an elite environment? I wanted to test myself. 

Being on the scheme itself was very insightful. The best parts for me were mostly the parts away from the grass. Going to companies like Google, going up mountains and team bonding alongside learning about leadership and how to have difficult conversations. 

All of these things helped me feel more well rounded with my coaching.

‍What has the process been from getting onto the scheme to your coaching position today?

I initially saw an advert and applied for the first cohort. I never managed to get on the first time around so I applied again. That was not successful but the third time round, I landed a placement with Charlton.

Prior to that, my coaching journey starts with me being a player/coach at Dulwich with coaching responsibilities for the academy. I was there for 7 years before going to Cray Valley for 4 years. We won the league and lost the final at Wembley. I then do 23 months with Chalrlton on the scheme I coach across various age groups. Some of my U18’s boys, I have coached at U14 level. I have been on a journey with them. Last season with these boys, we won the league!