Canterbury City FC Women’s Team

On 28th June, Canterbury City FC appointed Dean Adams as their women’s first team Head Coach and after a tough pre-season, the ladies are ready to kick start the new campaign full of ambition, confidence and passion.


When CommunityAd first got in touch with Dean about an interview, the 36-year-old’s response resonated instantly with me that this is an individual who is truly dedicated to, not only being a Head Coach, but also progressing the profile of the game.

Dean responded that he was “more than happy to help and raise women’s football further”. We sat down with Dean to find out more about his background in the sport and future aims…

Prior to your appointment of Head Coach at Canterbury Women’s, can you inform us a bit more about your footballing background?

So, it’s been an experience, to say the least. Coaching has always been something that I have a passion for. Prior to my appointment at Canterbury City, I have coached grassroots football for a number of years ranging from all ages. Over the last 24 months, I have been working heavily in girls football and focusing on player development and this has grown and grown as has my passion and enjoyment.

I started girls football by creating an opportunity for young girls of any and all abilities to express, play, and be themselves both on and off the pitch. Although working as Head Coach at Canterbury City I also have an amazing u14’s Girls team who have truly excelled in more ways than expected as a group of players and all which I’m immensely proud of.

But, I’m always planning and thinking for the future and this is where a great opportunity presented itself to me with Canterbury City.


How have you been enjoying your role so far as Head Coach of Canterbury Women’s?

I’m absolutely loving my role at Canterbury. When I joined it was a transition period not just for me but also the players themselves but I knew after one session the potential was obvious. I was very eager to push forward but my ethos remains the same, the player’s development is what is important. I have added experience and altered some things which any coach at a new club would do, but I feel the benefits will soon be clear to see.


With the BBC now showing live WSL games and female pundits, presenters and commentators starting to gain more of a following in the sport, are you happy with the direction women’s football is heading in?

As I mentioned I started in grassroots football, as do many coaches, but for me, the girls and women’s game is truly an exciting prospect. It’s growing non-stop, and the passion is clearly there, the growth of not only women’s football but women in sports overall has opened so many avenues and dreams for any female player of any age and that is an unbelievable effect to have on people. More girls and women play football than ever before, clubs are focusing and wanting to be a part of it, and that can only be great for the future.

In terms of more, I think it should be ‘more of the same’.


What more do you think needs to be done to get women’s football to the same scale as it is in America?

If we consider America, they have been focused on women in sport vastly for many years, but even very recently we have had players switch to our women’s league. That shows the level of play that is on offer compared to five years ago.


What are your aims for the new season?

I always aim high, I have a fantastic coaching team around me who attempt to keep me grounded but they all follow the same style of protecting and building the players, so for me, this season will be no different. All my players know I expect effort and commitment and expressive play, we want to do as well as we can this season and I know the ability of my players at Canterbury City, they can set this season alight if they focus and do it together, they really are a talented group.


Do you have a 5-10-year vision of what you would like to achieve with Canterbury Women’s?

I always have a vision for the future. Not just for senior level.
At grassroots, it’s about offering a pathway for our players, and more than one for that matter, and with a local partnership and working relationship with the fantastic youth club Hugin Vikings, we are working as one to help young girls with their futures.

My plan for the seniors is to help them achieve what they want to achieve. Canterbury City is an amazing club with huge potential and I think that shows on and off the pitch, but for me and my players, we want to be at the top challenging and playing the best teams. My players are ready. We had a learning pre-season, new training style including boot camp, tough matches, new positions and formations and of course new players, but something will click and I truly do feel Canterbury City women will be competing at the top level.

Our plan is stability, and growth and to offer a women’s section to be proud of.


Do you think women’s football will one day get to the stage of equal pay alongside the men’s?

Equal pay will always be a topic of conversation, and with record transfer fees now being paid and awards of equal measure, I can’t see it being too long at all before women are paid what they deserve on the pitch.


What do you enjoy most about living/working in Canterbury?

I actually live in Ramsgate but I do so much football at Canterbury and all over. Canterbury is a city, and it deserves to be represented strongly in the football leagues, which I’m sure every coach at the club is determined to do.


Keep up to date with Canterbury City FC and the ladies’ team by visiting the website or following them on Instagram @canterbury_ladiesccfc and Facebook @canterburycityfc.

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