Welcome to ‘Dugout Diaries’, a new content series from VERSUS in partnership with the Premier League highlighting a new cohort of coaches working hard to make elite level football more diverse and inclusive for the next generation, on and off the pitch.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 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.The Academy of Football is renowned as a talent hub with a history of providing top talents to the Premier League, from the likes of Rio and Lampard in the 00s to Declan Rice more recently. Nicole’s realm means she is not only coaching future superstars on the pitch, but aiding them to be the best version of themselves off it.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. VERSUS: What does being a coach mean to you?Nicole Farley: I think a coach is someone who is multi-skilled. You’re a mentor, teacher, educator, friend and more. You are there to aid young people and help them to be the best that they can be. Why is it important that players have a coach like you?Many reasons. 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. I know for some of the boys here (West Ham), they will see me as a motherly figure. They will speak to me a certain way or come and approach me first. When we speak about players’ needs and who you connect with, everyone has a different connection. Being here, I am just another body but my experiences lend themselves to aiding the boys here.Did you always believe that being a coach was a possibility for you?Yes. In my nature I am very self-motivated and hungry for what I want. That may be because of my background and when you don’t have a lot, you want to work for more. I have never ruled out coaching male or female players. I am just coaching people.I set myself goals and want to do the best I can do all the time. One thing about West Ham is that it is very diverse. It makes you feel like things are possible. I know I can do more.When I think about my experiences coaching abroad in America or my university placements, I can now look back and say “I did it!” – I set goals, I reflected on my goals and I kept learning. What has your coaching journey until today been like?I have done my fair share of volunteering. I have coached on three or more jobs on the go – changing in the car, etc. I have done a lot. It all started with my work experience in Reading, my local club. It has always been age per stage for me. I worked with really young kids then and that was multi-sports. I then played and had the chance to go and do Camp America abroad.From that, I went to the New York Red Bulls and progressed through different age groups. I finally returned to the UK and worked for a few clubs at academy and foundation level, coaching boys and girls. That has spanned over 18 years including my journey now at West Ham.How have you benefited from being on the Premier League Coach Inclusion Diversity Scheme?Behind the scenes, there is always so much great work going on that people do not know about. To have a sustainable programme that is looking to develop your skill set with education and workshops that link you with cohesive groups and forward thinking football clubs – it’s been amazing.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. My friends introduce me as that a lot and it completely goes past me. 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. To get it on merit is also important. I deserve to be here. I have to remember that when doing my own reflections, especially when it may feel tough.How different do you think your experience of football would have been, if you had a coach like yourself when you were younger?If I look at the landscape. I would have loved to be born now because of the opportunities that exist. There is so much resource available, I could actually dream of being a professional women’s footballer and be paid. I never had that back then.If you talk about coaching, on the same front and in my own perspective, I have had male coaches that have been excellent. I have had female coaches who have been excellent. On each side, there have been many where we just never connected.People skills are fundamental. If there was someone else like me, I think the biggest point would be the relatability. I had great experiences but having someone that was relatable and a visible example of what could be, would have been the biggest difference. 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! Most importantly, I just want to keep working with people. Winning, also! But winning and competing in a way that works for everyone.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.