Basic information
- Academic degree: Professional Certificate in Personal Leadership and Coaching, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
- Duration: 4,5 months
- Start: November 25, 2026
- End: March 17, 2027
- Schedule:
November 2026 – March 2027: three online modules with an estimated workload of approximately five hours per week, plus one hour of facilitated peer group sessions per week.
In-person sessions: November 25, 2026; January 20, 2027; February 17, 2027; and March 17, 2027. Given the importance of these four in-person sessions in the program, attendance is expected from all participants - Place:
Cruyff Education Hub Papendal, aula 1.03 in the Sport & Education building, Papendallaan 51, 6816 VD Arnhem
- Modality: Blended. The modules and facilitated peer group sessions are delivered online. The four in-person sessions take place on location
- Language: Dutch
- Price: Amount: €2,750. VAT (21%): €578. Total: €3,328.00 for the 2026–2027 academic year
- Payment methods: One time payment or in two installments (on request)
- Special conditions: Discount for alumni and members of partner entities
- Enrollment: Registration open until the start of the program. Limited places available
The program may be subject to change.
The institution reserves the right to cancel the edition of the program if it does not meet the minimum number of students.
introduction
Leadership Starts with Yourself
Strong leadership is not just about effectively leading others, teams, or organizations—it starts with yourself: who you are, what you are capable of, and the impact you want to have on those around you.
This belief is the foundation of the Professional Certificate in Personal Leadership and Coaching. The program is inspired by the legacy of Johan Cruyff, who believed that personal growth begins when people trust their own vision, take responsibility for their actions, and help others reach their full potential.
Through three practice-oriented online modules and four on-campus sessions, participants explore their own leadership style, strengthen their coaching skills, and learn how to guide teams and organizations with authenticity and meaningful connection. Alongside practical knowledge and actionable tools, the program places a strong emphasis on reflection, self-leadership, and developing a personal vision of leadership.
The curriculum combines interactive assignments, real-world case studies, and insights from the world of sport with Johan Cruyff’s life lessons and enduring quotes, which continue to inspire leaders, coaches, and professionals around the world. Participants explore the different roles Johan Cruyff embodied—as a player, coach, leader, and mentor—while examining themes such as personal effectiveness, authenticity, team development, conflict management, and values-driven leadership.
This Cruyff-inspired approach is translated into the realities of today’s sports industry, with a strong focus on:
- Learning by doing
- Taking personal responsibility
- Finding simplicity in complexity
- Seeing the person behind the professional
As Johan Cruyff said, “You have to learn to coach yourself before you can coach others.” This program supports exactly that journey: helping participants grow professionally and personally to make a greater impact on themselves, their teams, and their organizations.
Objectives
Transform yourself into an inspiring leader inspired by the Cruyff philosophy. Upon completion of the Professional Certificate in Personal Leadership and Coaching, participants will be able to:
- Gain insight into their own leadership and coaching style and apply it effectively within a professional context;
- Develop a personal leadership vision inspired by leadership theories and the philosophy of Johan Cruyff;
- Understand personal effectiveness, communication, team dynamics, and coaching leadership within sports organizations and teams;
- Apply practical tools to guide, develop, and support the growth of individuals, teams, and talent more effectively;
- Understand how people management and leadership contribute to a strong organizational culture and sustainable team development;
- Consciously apply leadership based on their own values and identity, and constructively manage change, resistance, and conflict.
Aimed at
The program is designed for both emerging and experienced professionals who want to become more effective in guiding themselves, others, and organizations through authentic leadership and coaching. It is particularly suited to participants seeking a practical, people-centered approach to leadership inspired by the Cruyff philosophy.
The program is intended for anyone looking to grow in their professional leadership role, including:
- Coaches and team leaders
- Sports managers and club executives
- Professionals working in sports organizations and governing bodies
- (Former) elite athletes aspiring to leadership or coaching roles
- HR and people managers in the sports industry
- Entrepreneurs and executives in the world of sport
- Professionals from other sectors who want to develop their personal leadership style through the dynamics of sport
ADMISSION PROCEDURE
Please complete the pre-enrollment form if you are interested in this program. There are no formal academic admission requirements; however, some professional experience and relevant skills are recommended. The program is delivered in Dutch, and participants are therefore expected to be proficient in this language.
If you have any questions or are unsure whether this program is right for you, please complete the information request form at the bottom of this page.
Program
The program consists of four on-campus sessions, each lasting approximately four hours, three one-month online modules, and a one-hour facilitated peer group session for each module. Each module combines theory, practical case studies, reflection assignments, and interactive learning activities focused on the day-to-day reality of sports organizations. Given the importance of the four on-campus sessions within this program, attendance is expected from all participants.
KICK-OFF SESSION
On-campus session of approximately four hours (November 25, 2026)
This kick-off session marks the beginning of an academic journey, using general leadership theories and the legacy of Johan Cruyff as a way of thinking about sport, leadership, and coaching.
- Getting to know your fellow participants.
- Program introduction.
- Introduction to the legacy of Johan Cruyff.
- Personal expectations and learning objectives (learning journey).
Personal Leadership and Effectiveness (November – December 2026)
- Gain insight into your personal leadership style, values, and effectiveness.
- Develop self-awareness of your leadership profile.
- Apply practical tools to perform more effectively within teams and organizations.
- Facilitated peer group session.
SESSION 2
On-campus session of approximately four hours (January 20, 2027)
- Reflection on personal leadership and key insights.
- Introduction to the next module.
Coaching, Team Dynamics, and Conflict Management (January – February 2027)
- Gain insight into coaching, team dynamics, and constructive communication within teams.
- Develop the skills to improve performance through coaching and team development.
- Conduct effective coaching conversations and guide teams successfully.
- Manage resistance and conflict in sports environments in a constructive way.
- Facilitated peer group session.
SESSION 3
On-campus session of approximately four hours (February 17, 2027)
- Reflection on your personal coaching style, conflict management, and key insights.
- Introduction to the next module.
Strategic People Management in Sport (February – March 2027)
- Gain insight into how leadership, coaching, and people management come together within sports organizations.
- Develop the skills to strategically organize and develop people and teams.
- Focus on the sustainable development of people and organizations in the sports industry.
- Facilitated peer group session.
FINAL SESSION
On-campus session of approximately four hours (March 17, 2027)
- Presentation of the professional and personal learning journey.
- Closing session.
Learning model
You are at the center
The Professional Certificate in Personal Leadership and Coaching puts you at the center of your education through a learning by doing methodology. We encourage collaboration and translate the content into real-life situations within the world of sport. Our faculty are experts in their respective fields, guiding participants throughout their learning journey and delivering high-quality education combined with the flexibility of online study.
Personal learning journey
In this program, we focus on the personal development of each participant. Faculty challenge and support everyone throughout their individual learning process. All theory is relevant, tangible, engaging, and enjoyable, and is applied through practical, real-world case studies.
Blended learning model for depth and development
The program follows a carefully structured learning design in which online and in-person moments reinforce each other and deepen the learning journey:
- It begins with an on-campus kick-off session where participants get to know the program, define their personal learning objectives, and explore their development questions.
- The legacy of Johan Cruyff serves as a mindset framework for leadership, coaching, and decision-making in sport.
- The learning journey is rooted in each participant’s own professional practice and experience, with a focus on personal development and leadership style.
- Throughout the program, on-campus sessions and online facilitated peer group sessions alternate to support reflection, depth, and application to real cases.
- Continuous support from both peers and faculty enhances the learning process.
- The program concludes with an on-campus session in which participants present their learning journey and reflect on their development and growth.
Faculty
The faculty team of this program are experienced education professionals with strong ties to the sports industry. The program includes intensive sessions and offers a practical learning environment, in which faculty encourage participants to apply what they learn directly in practice.
Through her company Joynyou, Joyce van Kooten works as a personal coach and is actively involved in educational development and knowledge sharing within Johan Cruyff Institute. She teaches online courses on Leadership and People Management at Johan Cruyff Institute. In addition, Joyce works for the Johan Cruyff Academy Amsterdam as a student advisor and lecturer. In this role, she is jointly responsible for ensuring the optimal balance between sport and study for each student-athlete. She also plays an active and connecting role in knowledge exchange within Cruyff Education in the Netherlands, including the development of the course Cruyffian Coaching, about the academic guidance of elite student-athletes. Previously, Joyce worked as a consultant in Recruitment & Selection and Management Development at organizations including KPN and TNO.
Bram Lomans is a lecturer at the Johan Cruyff Academy Amsterdam and is actively involved in education within Cruyff Education. Together with Joyce van Kooten, he developed and delivered the course Cruyffian Coaching, in which the principles of Cruyffian thinking are translated into coaching, leadership, and personal development within an educational context. Bram is a former elite field hockey player and Olympic champion, and he built an extensive international career with the Dutch national hockey team at the highest level. Drawing on his experience in elite sport, he focuses on topics such as performance behavior, team dynamics, mental resilience, and leadership in sport environments. In his role as lecturer and coach, he bridges his practical experience in elite sport with education and the development of (future) professionals in the sports sector.
Student services
PERSONALIZED COACHING FOR YOUR CAREER GROWTH
You benefit from personal guidance and study coaching to help you think about your goals and career direction, and how to turn what you learn into real professional progress. You also exchange experiences with fellow participants, helping you refine your strategic focus and further shape your future in the sports industry.
VIRTUAL CAMPUS
As a student in this program, you get exclusive access to our online learning platform. This platform lets you track your academic progress 24/7 from anywhere in the world. The Virtual Campus is a collaborative environment where teachers and students work together. It includes tools such as email, chat, books, articles, case studies, simulations, real-life experiences, websites, blogs, and a video library. You have many resources available to make your learning interactive, useful, and complete:
- LEARNING 3.0: Diverse learning environments and technologies.
- WORLD-CLASS FACULTY: Access to expert teachers and active industry professionals.
- COLLABORATIVE TOOLS, TEAMWORK, COMMUNICATION, AND DEBATE: Develop essential soft skills through active participation, shared projects, and constructive dialogue..
- SPORTS-INDUSTRY ORIENTED: Bringing education closer to the realities of the sports business.
- EXPERIENTIAL LEARNING: Designed to support professional growth.
ALUMNI CRUYFF INSTITUTE
Through the digital Alumni Cruyff Institute platform, more than 10,000 former students around the world stay connected. You can keep in touch with classmates you met during your studies, make new connections, and access webinars, training sessions, and other activities. Join this network to connect with alumni who share a passion for sport and work in companies and organisations around the world. This way, you remain part of the Johan Cruyff Institute community, and Johan Cruyff’s vision continues to live on.
