The Foundation Appoints A New Head Coach


The Sir Stanley Matthews Foundation has appointed a new Director of Coaching.

He’s Alan Baxter, a health and fitness tutor at Regent Specialist College in Stoke-on-Trent who takes over from Angela Smith who resigned from the post last year.

53 year old Alan has over 15 years experience in football management and is an FA and UEFA licensed coach.

Alan Baxter

Foundation’s new Coaching Director Alan Baxter pictured with a team of youngsters from the South African township of Soweto.

Recently, he’s worked as a first team coach for six semi-professional clubs including Heather St Johns FC, Whitchurch Alport and Stafford Town. Alan was also youth team manager at Stafford Rangers and head coach and manager of the Reserves while guiding them to the Central Conference League title in 2015-16.

Previously, Alan coached with the armed forces and at Port Vale’s Centre of Excellence.

As well as football Alan has an extensive tennis coaching background and holds and Lawn Tennis Association Level 3 qualification.

“It’s a great honour to become the Foundation’s Director of Coaching,” says Alan.

“I am looking forward to working with our members and excellent coaches to help build on the solid foundations we have in this City, and helping to implement our various schemes nationwide.

“It is so rewarding to offer children, especially those in underprivileged areas, opportunities in sport, whilst also developing coaches and encouraging Sir Stan’s sporting values.”

Foundation Patron Jean Gough said: “We are delighted to appoint Alan. He has great experience and under his leadership we will go from strength to strength. We look forward to replicating his ideas in other parts of the country as the Foundation expands.”

Help to continue the vision of Sir Stan. Every penny goes to supporting young people in sports.