Better experiences for young players
Improving The Game develops practical solutions to improve standards, environments and experiences across youth sport — starting with grassroots football.
People who care about the grassroots game
ITG brings together people from grassroots football, coaching and education with one aim: to make youth football a better place for young people to play, learn and enjoy the game.
We work in partnership with HYPX.AI, who build and run the ITG platform that clubs use every day.
Our principles
- Young people come first
- Standards are clear, practical and shared
- Support before judgement
- Recognition is earned, never bought
- Feedback is handled carefully and fairly
Too much depends on who you get
Most clubs are run by volunteers doing their best. But expectations of coaches, parents and players vary from club to club and team to team. Touchline behaviour, playing time and how young people are spoken to can depend on who happens to be in charge.
Clubs tell us they want clear standards, practical help to put them in place, and a fair way to show that they do.
Inconsistent standards
What's expected can change between clubs, teams and seasons.
Volunteers need support
Coaches and leaders want practical tools, not more paperwork.
Feedback goes nowhere
Concerns and praise often have no clear route to the people who can act.
Good work goes unseen
Clubs doing things well have no trusted way to show it.
Set standards. Support improvement. Recognise excellence.
Set standards
Four connected standards — Club Leadership, Coaching, Parent and Player — so everyone knows what good looks like.
Support improvement
Education for every audience, coaching resources and a club platform to organise teams, people and learning.
Recognise excellence
The Club Standard pathway and ITG review. Clubs that meet it earn ITG Approved status, reviewed annually.
ITG × HYPX.AI
The ITG platform — the club portal, learning, tools and feedback — is built and run with HYPX.AI. The public website and the member portal are separate, but they share one look and one login journey.