Basic information

  • Academic degree: Leadership in Coaching Program from Johan Cruyff Institute
  • Duration: 10 months, 280 hours
  • Start: September, 2024
  • End: June, 2025
  • Schedule:

    Each month there are two (consecutive) days with 7 hours of studies (approximately 161 contact hours), usually on Thursday and Friday from 09:30am - 4:30pm. In addition, there are approximately 100 hours of distance learning practices and 10 hours of individual guidance by a personal coach

  • Place:

    Most sessions will be delivered at sports facilities in Amsterdam, and a few outside the capital throughout the Netherlands

  • Modality: On Campus
  • Language: Dutch
  • Price: € 8.890,- (incl. 21% VAT). Consisting of € 7982,50 tuition fee and € 907,50 admission fee. The tuition fee includes all study materials, learning platform and personal coaching.
  • Payment methods: Payment by installments available; ask for the conditions
  • Special conditions: Discount for alumni and members of related entities
  • Enrollment: Open registration until the start of the program. Limited seats 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.


The Leadership in Coaching Program in Amsterdam is developed for individuals who seeks self-knowledge and self-development with the aim to improve oneself as a (sport) coach and/or manager.

This 10 month program is based on the vision of Johan Cruyff: Coaching is more than using tactical and technical knowledge. Instead, it is about yourself, the players & staff, the team and the environment. We believe that you can only coach others if you know how to coach yourself.

Each participant’s personal background is the starting point for a better understanding of oneself, as a coach and/or manager. Participants learn to apply this insight knowledge in counseling and coaching others. Through our unique learning approach, students of the Leadership in Coaching Program will gain a better understanding of strengths and opportunities, with the aim to develop and improve performance, for themselves and for their athletes/employees.

Throughout the academic year, our professors-coaches motivate and support each student to facilitate and support personal development. They ensure all students, each with a different background and experiences, will be challenged in their learning. Furthermore, a personal coach helps them in the process of realizing their personal goals for becoming a better coach, manager and/or person.

The Leadership in Coaching Program offers a next step in the participants’ personal growth towards improving individual and team performance.


The focus of the Leadership in Coaching Program is on self-knowledge and self-development. Students will gain insight into their strengths as a coach (that they’ll develop during the program), and those of their athletes / employees, for a better understanding of themselves and their players/staff, in order to improve performances.

Students will develop their own and unique coaching style, and are able to put this style into practice. They are able to present themselves effectively. They’ll know what is needed for individual and team success, and how they can manage this.

LEARNING OUTCOMESAfter completion of the program students have:

  • Profound understanding of the principles of leadership, coaching and team dynamics. The ability to effectively handle team dynamics, ‘Building successful teams’.
  • Profound understanding of the personal coaching style; Continuous reflection on behavior and actions.
  • The ability to execute professional coaching sessions (individual / team); Performance Coaching, helping others to reach their full potential in any area in their lives.
  • The ability to coach in any situation: Winning, loosing and under pressure.
  • The ability to effectively handle the environment, including the media; Professional communication skills.

Aimed at

The Leadership in Coaching Program is designed for those who are a coach or manager in sport, and it is also suited for (team) managers, staff members, leaders, counselors and HRM-consultants from other sectors who are passionate about sport coaching. Students came, for example, from the police department, an insurance company, energy provider and a congress center.

The program aims for a balanced mix of students with various sport, academic, cultural and/or business backgrounds. This enables student-coaches to share their unique experiences, which can be very enriching.

The Leadership in Coaching Program is right for you if:

  • You’re a sport coach who wishes to further develop your coaching skills to guide athletes to excel in sport and life.
  • You have experience as a coach and want to develop a professional career in the sport industry.
  • You are a manager who wishes to further develop your coaching skills from a sport perspective.
  • You are a manager who wants to develop a career in sport coaching.

In addition, we also value these characteristics:

  • Have a passion for sport and are active in sport as a coach, player, organizer, volunteer or enthusiastic supporter.
  • Are ambitious to develop yourself as a coach or manager in sport or business for the benefit and enjoyment of yourself and your environment.
  • Enjoy working in a dynamic environment where originality, intuitive thinking and being pro-active reflect your approach to learning and development.
  • Value a more personalized approach. Professors know who you are and will challenge and support each student with their own journey.
  • Are not afraid to step out of your comfort zone to achieve personal growth.

ADMISSION REQUIREMENTSTo be admitted to the Leadership in Coaching Program, you must have at least three years of professional experience as a (sport) coach or manager or supervisor. Experience as an elite athlete is not required for this program, but having developed a career as a professional athlete will be valued as professional experience, depending on level and commitment.

ADMISSION PROCEDUREThe admission procedure consists of the following steps:

  • Please complete the enrollment form if you are interested in studying this program.
  • We will contact you for an interview with the program manager. The goal of this interview is to evaluate if your achievements, as well as your aspirations and motivations in pursuing this degree, are in line with the objectives of the program.
  • The Admissions Committee decides on approval of your admission
  • The student contract will be sent to you, formalizing your student status at Johan Cruyff Institute Amsterdam.


The personal background of each student serves as the starting point for studies. At the start of the program the participants present themselves. Based on the presentation, each student defines their personal goals and the strategy to achieve them. Throughout the course of the program they’ll be training coaching skills and working on the development of a personal coaching style. At each stage it is important that students learn to be conscious of their actions. Professor-Coaches, fellow student-coaches, and a personal coach will support developments.

PERSONAL COACHIn addition to the group sessions, students will start a complementary process with one of our personal coaches. Throughout the year, there will be one-to-one sessions between the student and the personal coach in order to discuss issues and work on goals for becoming a better coach, manager and/or person. Johan Cruyff Institute has a group of personal coaches with different backgrounds and experience in supporting people in their (work) life.

The Leadership in Coaching Program in Amsterdam consists of four common themes from the coaching discipline and will be concluded with final coaching interviews and a ‘Report of Journey’:



  • Coaching and perceiving
  • Leadership
  • Group project
  • What is my style?
  • How do I present myself?


  • Inner motivation
  • Coaching sessions
  • Giving feedback
  • Team diagram
  • Performance under pressure
  • Coaching after a performance


  • Coaching a team: performance preparation
  • Team dynamics: building a successful team
  • Balance
  • Influencing


  • Handling the media
  • Handling the social environment
  • Consolidating the group process
The program is concluded with final coaching interviews in which to demonstrate the acquired
skills. Students have to write and present a Report of Journey which reflects their journey as a coach, manager and/or person.

Learning model

Johan Cruyff Institute uses a rich learning environment that fosters educational tools based on a student interaction model, which also enables students to share their unique experiences and learn from each other. Students will engage actively in creative challenges that require effort, commitment and intuitive thinking.

Throughout the academic year, we focus on the personal development of each student. The professors and staff ensure that everyone is challenged in their learning. All theory will be relevant, tangible, fun and enjoyable to learn through the discussion of case studies by professors and students.


  • Coaching according the vision of Johan Cruyff: You can only coach others if you know how to coach yourself.
  • Integrated approach: Managing oneself, the players, the team and the environment.
  • ‘Learning-through-action’: Professor-coaches stimulate active participation.
  • Multidisciplinary activities, case studies, coach sessions and experience-based learning (group and individual assignments).
  • Continuous reflection on coaching sessions, behavior and personal coaching style. Continuous reflection on learning processes and accomplished goals. Self-assessment reports and ‘Report of Journey’.
  • Applying various coaching techniques: Learning by asking, giving feedback, observing without judging, etc.
  • Developing a personal coaching style in order to effectively coach others.


  • Complete: Focus on coaching in and outside sport, such as coaching in academics, the business world and individual coaching, and covering all aspects of coaching, from preparations to debriefing.
  • Learn to coach according the vision of Johan Cruyff: You can only coach others if you know how to coach yourself.
  • Practical: Students will be able to understand and apply their own coaching style
    to get their team to perform well.
  • Personal: Support of the accomplishment of individual, personal goals.


The sessions of the Leadership in Coaching Program are delivered by professor-coaches who have held key positions as (sports) coaches or managers and can offer insights and learning based on practical experience. They have their own specific style of coaching and specialties. Students will experience different styles of coaching that will help them to create their own personal and unique coaching style.

Henk Verschuur - Professor at Johan Cruyff Institute
Henk Verschuur­President of the largest Martial Arts Federation FOG, member organization of the Dutch Olympic Committee NOC*NSF. Henk was a member of the Executive Board at IWuF and he fulfilled several key functions in (inter)national sport federations, where he was instrumental in international negotiations with parties like ministries of sport and international sport sanction bodies. His specialties are leadership, balance and performance under pressure.
Henk Groener - Professor at Johan Cruyff Institute
Henk Groener­Henk was one of the initiators of the program and has vast experience as a coach. Henk was coach of the Dutch Female Handball Team between 2009 and 2016 and he built up the team that were runners-up at the World Cup in 2015, and finished in fourth place at the Olympic Games in Rio. He has also been the coach of the German women handball team. His specialties are team dynamics, group roles and building a successful team.
Maarten van Heeswijk - Professor at Johan Cruyff Institute
Maarten van Heeswijk­Former hockey player for the Dutch men team. After his active sport career he entered the coaching field. In 1999/2000 (Olympic games) and 2012/2014 (World Championship) Maarten was the team manager of the men’s National Hockey Team. He founded his own coaching consultancy in 2007. His specialties are personal coaching and team development.
Karen Ephraim - Professor at Johan Cruyff Institute
Karen Ephraim­Since 1993 until 1996, Karen was the head coach of Paralympic rugby team. Today she is the owner of her own consultancy agency with a focus on the development of individuals and organizations, mainly in education and sports. Her specialties are coaching styles, feedback and questioning.
Seán Mallon - Professor at Johan Cruyff Institute
Seán Mallon­Seán is a former rugby player and international referee. He works at the Royal Dutch Football Association KNVB as education course developer and is an alumnus of the program.

Student services

VIRTUAL CAMPUSAs a student of the Leadership in Coaching Program you will have access to our e-learning platform that offers a collaborative environment between teachers and students, facilitating e-mails, live chats, books, a video library, etc. You can also enjoy recordings of your performances for reflection purposes, and there you’ll find documents and study material on the coaching discipline 24 hours a day.

ALUMNI AND NETWORKINGOur Alumni Johan Cruyff Institute platform will give you the opportunity to connect and collaborate with other students, alumni and members of our global network, and share your passion for sports and professional experience with them. We promote and facilitate continuous academic training. Our community is a network of personal and professional relationships, and its influence expands in the sports and business sectors.

CAREER SERVICESMany sports organizations and businesses with job vacancies turn to Johan Cruyff Institute when they are searching for candidates with a sport mentality. Johan Cruyff Institute can help to select and contact qualified candidates within our academic network. We also announce job openings and new projects in sports throughout our media.

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