Greenwood: 'The Most Exciting Project in Youth Development' | OneFootball

In just over six months as Brentford’s head of academy football development, Jamie Greenwood has already hit the ground running, helping to usher in an ambitious but exciting new chapter in the club's history.

Having joined from Reading, Greenwood is now leading an influx of fresh talent - both on the field and on the sidelines. This unique opportunity to help build an academy from scratch, particularly at a club progressing rapidly on many fronts, is one he describes as the 'most exciting project in youth development'.

“Building this academy is the next part of Brentford’s journey,” he explained. “Since joining at the end of May, it’s been non-stop. We’ve hit the ground running, thanks to tremendous support from the academy director Stephen Torpey, and an incredibly dedicated team across all departments. We are doing an excellent job and I think it is important to mention that firstly.”

With Brentford achieving Category 2 (Cat 2) academy status at the start of the season, the Academy now benefits from a clear mandate. Greenwood explains that the club's goals are rooted in a coherent structure designed to nurture talent, backed by strategic support from multiple departments.

“To be admired as the most caring and progressive academy in the world is at the forefront of our mindset when setting out plans for our coaches and our players. This is not something we just suddenly achieve but it is a gradual process.

“Every day we come into the training ground and set foot on the pitch, it is always with the intention to be caring and progressive; setting a culture that people can feel when they walk through the door."

A bold vision and a progressive mindset

Since the early summer, Greenwood and his team have focused on laying foundations, with pre-season starting in late August 2024.

The players got an introduction to the academy lifestyle, and since then, momentum has only grown, with the rapid progress underlining the Academy’s goals.

“Building a world-class academy requires alignment across departments, but it also requires the right mindset," he continued.

"One of the key elements we’re pushing is a desire for continuous improvement [and] a progressive approach to everything we do. From our B Team to our youngest academy players, we aim to foster a culture that pursues excellence relentlessly."

The Academy’s new structure includes comprehensive programmes spanning from pre-academy levels all the way to the B team, shaping the pathway for players as they progress through the ranks.

“We are working hard to develop how we want to coach," added Greenwood. "Implementing a programme and a playing style across the age groups that best supports player development is important.

"It’s not just about the football, it's also about nurturing these young individuals and preparing them for success, both on and off the pitch.

“Each player is different, and it is our job to ensure they are getting the best coaching and the best feedback possible. The reason I emphasise mindset is because a shared mindset where coaches, players and parents are all working towards the same common goal is the only way we can achieve our target of being an elite environment.

“This is not something you just achieve in one season but every year, there is a constant want for knowledge and a continued belief in the processes that are in place.”

Cultivating a cohesive culture

At the core of Brentford’s academy philosophy is a commitment to fostering an environment that is both progressive and caring. Greenwood wants the Academy to be a place where players and their families feel confident that they’re in the best place for growth.

Building this culture involves managing relationships across the board, from players and coaches to parents and support staff.

“We’re striving to create an environment where everyone feels supported and valued. The caring aspect is as important as the progressive.

"We’re not just focused on metrics; we’re invested in building a culture where players and their families can genuinely feel this is a place they want to be."

As part of this vision, he aims to ensure a methodical approach to the Academy’s player development programme. With goals mapped out from the pre-academy all the way to the B team, his strategy is to deliver a development pathway that supports every player’s potential, with room for adaptability along the way.

“I think of myself as considerate and methodical. It’s about taking the time to make thoughtful decisions and judgments, and being intentional in the way we work.

"Player development isn’t a one-size-fits-all process, it’s about ensuring that we have a structured yet flexible plan that serves each individual’s journey, from youth level all the way up to what will hopefully lead to first-team football.”

Looking ahead: Measuring growth and sustaining excellence

Greenwood's approach to growth includes setting key benchmarks for the Academy. While player development can be challenging to measure - he mentions the Elite Player Performance Plan (EPPP) as a tool for maintaining standards in line with Cat 2 expectations - he also views the Academy’s culture as an essential, albeit intangible, marker of success.

“There are tangible metrics we can track, but an important indicator of our success is the perception of our culture," he explained.

"If everyone who walks through the building feels positively about their experience here, that’s a true sign of progress. We’re already seeing the effects of a caring, supportive culture, and that’s something we want to continue nurturing.

Reflecting on his journey at Brentford so far, Greenwood remains committed to pushing the Academy to new heights.

With a clear roadmap and passionate, skilled professionals, he sees the Academy as a crucial part of Brentford’s larger mission.

“Brentford has an incredible foundation, and now it’s about taking the Academy to that next level. We’re building something special here, and the momentum is real. We’re progressing in the right direction, and I’m excited for what lies ahead."