Russell Lew:
Milton Keynes Academy
From a 30–year career in IT to running a thriving football academy and scouting for Luton Town, Russell has turned his passion for coaching into a second career – without giving up his day job.
From local player to professional coach
After three decades working in the IT sector, Russell still spent most of his spare time on the pitch – coaching at a local grassroots club and helping young players fall in love with the game. The more he coached, the more he realised he wanted football to be a bigger part of his life.
In April 2018, he opened the We Make Footballers Milton Keynes academy while keeping his full–time role in London. Mornings are for running the business; evenings are for coaching on the pitch. That balance has allowed him to grow a serious football business around his existing career.
Today the academy runs weekly sessions across schools and venues in and around Milton Keynes – from Fairfields and Watling to Glebe Farm, Rickley Park and more – giving hundreds of local children a fun, structured place to train.
From local passion to professional coaching impact
What started as “one night a week” has grown into a multi–venue programme serving families across Milton Keynes. Russell and his team now deliver weekly sessions, holiday camps and development opportunities that help children of all abilities – from complete beginners to academy hopefuls – enjoy their football and improve faster.
Through partnerships with local schools and clubs, including an all–girls “Hummingbirds” training group run with MK Wanderers FC, the academy is opening the door for even more young players to get started in the game.
Measuring success beyond the numbers
Russell at Milton Keynes creates meaningful change in young athletes' lives. These metrics demonstrate the tangible results of dedicated coaching.
TALENT ID
LAUNCH
ATTENDANCE
Active Students
Trialist conversion rate
Years operating
How Russell built their football coaching franchise
2017
2017: Russell starts looking for a way to turn his love of coaching into something bigger than a hobby, while still keeping his IT career. Discovering We Make Footballers shows him a proven route into coaching as a business.
2018
2018: He signs the franchise agreement, completes training and opens his first weekly sessions in April 2018 with a handful of keen players at a single venue.
2020–2022
Word of mouth spreads, more venues and classes are added and players begin progressing into local grassroots clubs. Russell takes on a scouting role with Luton Town, creating a direct pathway into the professional game.
2024–2025
The academy partners with MK Wanderers FC to launch all–girls “Hummingbirds” sessions and continues to expand weekly training and camps across Milton Keynes, reaching more families every year.
A day in the life of a football coach
Running a We Make Footballers franchise means combining business ownership with time on the pitch. Here’s what a typical Wednesday looks like for Russell once the academy is established.
Business owner in the morning
Russell starts the day checking bookings, emails and player feedback in the Parent Area, planning upcoming camps and reviewing which classes are close to capacity. A couple of hours are spent on local marketing – from talking to schools and clubs to posting on social media – before he prepares session plans using the We Make Footballers coaching syllabus.
Coach and mentor in the evening
By late afternoon he’s at the venue welcoming players and parents. Sessions focus on high–energy ball–mastery, 1v1s and small–sided games, with every child getting lots of touches of the ball. Afterwards he chats to parents, updates his notes on standout players and heads home knowing he’s helped another group of children leave the pitch buzzing.
"It’s great to always have new trialists coming along, receive positive feedback from parents and see our players grow more confident in their football. I’ve had a great journey so far and look forward to the future for Milton-Keynes WMF!"
Ready to start your football coaching adventure?
Whether you’re already coaching or looking for a way to turn your passion for football into a new career, We Make Footballers gives you the systems, support and brand to build a sustainable academy in your local area – just like Russell has in Milton Keynes.
