The greatest parents and coaches still make well-meaning mistakes – Sign up for free and insightful ways to avoid this here

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...

read more

#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,...

read more

#500wordletter By Preeti Shetty

Preeti has an incredible CV and incredible influence in the sports world. As CEO of UpShot and as a Non-Executive Director of Brentford Football club, enjoy this letter its brilliant.I've been asked to write a #500wordletter – why me I don't know? I'm not a parent, a...

read more

#500wordletter By Sarah Murray

Sarah has such a deep understanding of youth sport and combines this with a real human touch, she is a joy to learn from.Dear Parent/Guardian, Firstly, “congratulations and keep going!”. Within youth sport I am not sure that the value and power of the you, (the...

read more

#500wordletter By Sally Needham

Why the Brain is so important and its significance in developing sporting talent.I wanted to write a letter to you to share some really interesting stuff around your brain and body. I did a course on understanding how our brain grows and works with our bodies and I...

read more