Non-perfect Dad: enabling coaches and parents to work together to produce winning character on and off the sports field.

When the home and coaching environments are united an athlete is given the best possible chance to excel greatly in all areas of life.

The challenge comes in engaging parents effectively because optimising the immense influence parents is not simple or because often there is an uneasy relationship between coach and parent.

Without a synchronicity of approach between parents and coaches potential is easily missed.

A FREE online community of sport parents who seek to nurture their child’s potential.

Richard Shorter (The Non-perfect Dad), uses evidence-based strategies to engage with parents.

His creative and pioneering work enables coaches to:

  • help parents manage their expectations in the nonlinear process of talent development.

  • help parents reinforce the character, mindset and culture of their team.

  • reduce parent & coach conflict.

  • support the parents in shaping the resilience and mindset athletes need to navigate the highs and lows of talent development.

“Richard has huge experience in both supporting and challenging parents in a number of different environments. Rich recently delivered at an England U18 performance camp and it went down extremely well. His engaging and interactive style helps share information and ideas on how parents can best support their children. He would add value to any environment that involved young people.”

John Fletcher
England 18 Rugby manager, RFU

Trusted by a ton of great people including…


#500wordletter by Kate Houghton

Kate has spent years supporting childend and parents, she is a good friend to Non-Perect dad and this letter to her daughter touches on some wonderful and challenging themes for all sports parents. Enjoy. My dear Esme What words of wisdom can I share with the girl who...

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#500wordletter By Baz Moffet from The Well HQ

Baz and her epic colleagues at The Well HQ are great friends to Non-Perfect dad. Their wisdom, drive and conviction is leading to massive changes for women in sport. Her letter to her children is a treat for all sporting parent parents...enjoy.To Taryn and Cooper,...

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“Why would you say that!”

Let's make 2023 the year we ended our children giving us the “Why would you say that!” face? For your child it’s a tough day in the sporting arena, and their coach is in a deep and intense conversation with them. You know this is an important conversation. You see...

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#500wordletter Season 2 By Richard Shorter

After asking lots of people to agonise over writing their own 500 word letter, I have decided to write to my three wonderful children about the role of character and how character and success aren't so black and whitely linked together. I hope you enjoy my letter.Dear...

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#500wordletter Season 2 By Nick Cox

What inspires one of the academy managers at one the worlds most renowed football clubs to do their job. In this letter, Nick Cox beautifully outlines the impact one coach had on him and his peers, as he was growing up. Enjoy this letter. Dear Sir* I am confident that...

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