Our Mission
SW Football Academy focuses on young, aspiring individuals to provide the best possible pathway into the professional world of football. Our mission is simple: to equip local players - of all ages an abilities - with the tools, confidence, and mindset needed to excel on and off the pitch.
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I started this football coaching business through my passion for helping young players reach their maximum potential. After over 13 years of playing professional football and over 9 years of coaching, I am confident SW Football Academy has created a fantastic environment for all players to develop and enjoy playing football. Through a deep understanding of compassion and empathy we are able to create personal bonds with all players to better enhance their development.
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Our coaches know what it takes to go all the way from academy level to the professional world of football and we have an abundance of contacts throughout all levels of the game. For more information or enquiries please contact us and keep an eye on our website and social media platforms for updates.
Our team
Jamie Sendles-White
Director & Founder
Jamie is an experienced ex-professional footballer and Founder/Director of SW Football Academy. He has played for a number of teams throughout his career including QPR, Mansfield Town, Hamilton Academical, Swindon Town, Leyton Orient, Torquay United, Crawley Town, Aldershot Town, Welling United and Yeovil Town. He has also played international football for Northern Ireland.
During his playing career he qualified as a UEFA B coach further developing his broad knowledge, understanding and experience of the game, whilst boasting an impressive and extensive network of contacts in the game from players, coaches and managers to, scouts and agents. He currently coaches with QPR FC U23s.
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Beyond the numbers, what truly defines Jamie is his unwavering dedication, empathy, and holistic approach to coaching young players. He believes in guiding individuals not just in improving their technical and tactical proficiency, but in nurturing their character, confidence, and emotional resilience.
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What truly defines Jamie’s coaching philosophy, however, is his belief that football is about more than just the game. For him, success isn’t measured purely in goals or trophies — it’s about nurturing people as much as players. He places equal importance on the individual’s growth as a person, building resilience, confidence, and character alongside their footballing development.
Jamie’s approach is rooted in empathy. He takes the time to understand each of his students, recognising that every player has their own journey, challenges, and strengths. His commitment to genuinely caring about their progression creates an environment where players feel valued and supported — both on the pitch and in life beyond football.
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His passion for guiding and helping the next generation on and off the pitch provides an unmatched environment for passing on the invaluable experience and expertise he possesses. If you have aspirations to reach the professional game, looking to reach your maximum potential or simply want to enjoy playing football, his know-how and dedication for each individual will pay dividends.
Ben Shroll
SWFA Coach
Ben Shroll is a ex professional footballer who enjoyed spells with Aldershot Town, Havant & Waterlooville, and Hampton & Richmond Borough. Now playing part-time, Ben remains deeply connected to the game, taking pride in passing on the lessons, skills, and mindset he developed during his career.
His time on the pitch has given him invaluable insight into the rigours of competitive play, both technically and mentally, and this depth of understanding now forms the cornerstone of his coaching.
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​Beyond his coaching credentials, Ben is well respected and well connected within both professional and semi-professional circles. His own experiences navigating those worlds—combined with genuine warmth, patience, and a belief in the potential of every player—make him not just a coach but a mentor. Players working with Ben benefit from his technical sharpness, his keen understanding of the game's demands, and his generous approach to personal growth and development.​​
Louis Storey
SWFA Coach
Louis Storey is an accomplished footballer who brings both playing experience and a passion for youth development to SW Football Academy.
After excelling at Newcastle United, with spells as player and assistant manager in at various non-league clubs, most notably at Gateshead
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Louis combines his on-pitch knowledge with his coaching expertise to deliver sessions that are engaging, challenging, and fun.
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At SW Football Academy, Louis runs our Academy Sessions, creating an environment where young players can learn, grow, and enjoy the game. He also provides one-to-one coaching, offering tailored guidance to players who want to refine their skills and boost their confidence on the ball.
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Louis;s approach is built on energy, positivity, and a clear understanding of what it takes to compete in the modern game. His experience as a current player allows him to connect with young footballers in a unique way, inspiring them to work hard, believe in themselves, and enjoy every step of their football journey.
Ben Stallard
SWFA Coach
Ben Stallard is the latest addition to the SW Football Academy coaching team and brings fresh energy, enthusiasm, and a strong commitment to player development. With a background in youth coaching and a passion for helping players grow both on and off the pitch, Ben is an exciting new member of the academy team.
After representing Wycombe Wanderers at youth level until the age of 16, Ben went on to play for Aylesbury United, Binfield and currently plays for Flackwell Heath FC in step 4 of the non-league pyramid, alongside running his own one-to-one small group sessions.
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Ben's passion and extertise in his coaching is backed up by his FA level coaching and strength & conditioning qualifications.
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Ben will be running summer camps delivering fun, engaging, and challenging sessions designed to keep players active, motivated, and developing their football skills during the school break.
Looking ahead, Ben may also transition into offering one-to-one coaching sessions, providing personalised training tailored to the specific needs of each player.
Jake Lawrence
SWFA Coach
Jake Lawrence is the latest addition to the SW Football Academy coaching team and brings fresh energy, enthusiasm, and a strong commitment to player development. With a passion for helping players grow both on and off the pitch, Jake is an exciting new member of the academy team.
After representing AFC Wimbledon at youth level until the age of 18, Jake currently plays for Dorking Wanderers in the national league south.
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Jake's passion and expertise in his coaching is backed up by his FA level coaching qualification
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Ben will be running one to one sessions whilst also working with our academy sessions to help the next generation of aspiring footballers.
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Maddox Talboys
SWFA Coach
Maddox brings a lifelong passion for football into every coaching session, having been immersed in the game since the age of four. His playing journey spans respected grassroots and semi-professional environments, including Esher Wizards throughout his youth, Bedfont U18s, Dorking Wanderers B Team, and his current club, Banstead Athletic FC. This breadth of experience gives him a deep, first-hand understanding of player development at every stage of the pathway.
A UEFA C qualified coach, Maddox has coached players of all ages and abilities, from as young as 4 years old through to 19, ensuring his sessions are inclusive, engaging, and tailored to individual needs. His coaching experience includes time at Twickenham Tigers and within the Dorking Wanderers Academy, where he developed a strong reputation for combining technical detail with positive energy.
Maddox brings a wealth of coaching experience and will be working with our academy group sessions to pass on his knowledge and enthusiasm to the players.
Leo Young
SWFA Coach
Leo joined AFC Wimbledon at the age of seven and progressed through the academy system, earning his first professional contract in 2024 after years of dedication and development.
In December 2025, he made his senior debut against Cardiff City in the EFL Trophy, marking an important milestone in his career.
Alongside his playing journey, he is passionate about coaching and is developing his experience at SW Football Academy, where he aims to pass on his knowledge and enthusiasm for the game to the next generation. He holds a UEFA C Coaching Badge and is committed to continuing his growth within the coaching pathway.
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Leo will be helping with the academy groups alongside running 1to1 sessions.
Ethan Cassie
SWFA Coach
Ethan is a striker currently playing for Banstead Athletic. He has previously represented Guildford City, Metropolitan Police F.C., and Dorking Wanderers F.C B Team, gaining valuable experience across the non-league system.
Off the pitch, Ethan brings brilliant energy and enthusiasm to working with children and young players. He is passionate about developing his coaching experience and is eager to support the growth of the next generation.
He will be involved in our school holiday camps, delivering unrivalled energy, positivity, and fun while helping young footballers build their skills and confidence.
Kaycie Wareham
SWFA Media Manager
Kaycie is a committed female footballer and sports coaching student with a strong understanding of the game at both playing and developmental levels. She currently represents Dorking Academy U19s and Walton & Hersham Women’s First Team, giving her valuable insight into high-performance environments.
Alongside playing, Kaycie works with coaches to capture live photos and video from training sessions, helping to promote their work and showcase player development. Her content focuses on player skills, new techniques, and the communication and encouragement used by coaches to support progression.
Having started her media journey through SW Football Academy, Kaycie brings authenticity, creativity, and football knowledge to everything she produces, making her a vital part of the team.