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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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#500wordletter Season 2 By Craig Morris

 Craig is a nationally recognised , brilliant coach and here he offers a real personal and initmate reflection on being a dad to his daughter, in a way that can be related too by any parent. Enjoy his letter. ‘Time is a game played beautifully by children’...

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#500wordletter Season 2 By Tom Hartley

Tom offers us a n excellent opportunity to move past the disagreements about why my child hasn't been selected. Hope you enjoy his 500 word letter.Dear Coaches, You are doing a fantastic job. Organising your team, getting the kit ready, answering late night messages...

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#500wordletter Season 2 By George Browning

 George Browning writes to us parents about a heartbreaking moment in his own sporting journery and how his parents beautifully supported him through it. Enjoy this letter, it has so much learning for us parents. Dear Parents, I have decided to write to you all to...

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