In conversation with Soccer Shooters, Ashtons Franchise Consultant Rob Hall caught up with James Wilson, the founder and director. This is an inspiring look at how Soccer Shooters evolved from a local football coaching company into an exciting franchise opportunity.

James shared how a passion for football, child development, and community engagement sparked the creation of Soccer Shooters. With Ashtons’ support, the business is now expanding through franchising, offering more children across the UK the chance to benefit from fun, inclusive football coaching. James reveals his vision for the future, what makes Soccer Shooters unique, and his top tips for aspiring franchisors.

Basic information

Founded: 2010, started franchising in 2024.

What They Do in a Nutshell:
Soccer Shooters is a football coaching business designed to be fun and inclusive. By using football as a tool, they focus on enhancing children’s lives through sport, promoting physical, mental, and social well-being. Soccer Shooters runs term-time coaching sessions, holiday clubs, and works directly with grassroots football clubs to support community engagement.

Why They’re Great:
Soccer Shooters stands out by focusing on using football as a tool for life enhancement rather than just developing future professional players. Their unique approach centres around inclusivity, fun, and personal development, ensuring every child benefits regardless of skill level. With strong ties to grassroots football and a mission-driven ethos, they provide meaningful coaching experiences that foster confidence, teamwork, and a lifelong love for sport.

In conversation with Soccer Shooters Watch the full interview with James Wilson here:

Ashtons Franchise consultant Rob Hall chatted with James – these are some of the questions asked:

What’s the Story Behind Franchising Soccer Shooters?

James Wilson started Soccer Shooters simply for fun, coaching football because he enjoyed it and discovered he was good at it. Inspired by a coaching model he saw a friend run in the United States, James created Soccer Shooters with a mission to enhance children’s lives through football.

The real push towards franchising came during the lockdown when James moved to the countryside and considered setting up new coaching sessions. He realised, however, that his real value wasn’t in starting new clubs himself but in helping others do it. “I could’ve set it all up again,” James said, “but actually the expertise I could give would be in helping other people set those up. That’s when I realised franchising was definitely the route.”

How Did You Build Your Knowledge on Franchising?

James was relatively new to franchising when he first explored the idea. A chance encounter led him to attend a franchise exhibition at Olympia. “I literally was listening to the radio and heard an advert for the franchise exhibition show, so I went along to Olympia,” James explained. “I was pretty new to it, very green to be honest, didn’t really know much about what franchising was.”

At the exhibition, James attended a talk by Phil Mowat from Ashtons. “I really felt like the company connected with what we were doing,” James recalled. “Phil and I had a really good chat. I just thought, let’s take this conversation further.” So that’s when Ashtons’ consultant Rob Hall was enlisted work directly with James on the whole project.

Through Ashtons’ guidance, James navigated the complexities of franchising. “What I’ve learned about franchising is it’s not a complicated process, but there’s a lot of detail – the devil is in the detail, isn’t it?” he said. “You guys have been so patient with me, given me that kind of plan that would have taken me years. I probably wouldn’t have had the confidence without you.”

How Did You Find It Working with Ashtons?

James has been thoroughly impressed with the collaboration. “You’ve gone above and beyond what that contract was that we initially signed,”

James highlighted the personal connection and the value Ashtons brought to the table. “I really felt like we got on really well. You weren’t just a company trying to tick boxes and make money – you felt like a company that was going to add value to people like me.”

What’s Your Best Tip for a New Would-Be Franchisor?

James emphasised the importance of building strong relationships with potential franchisees. “It’s a partnership,” he explained. “I’ve learned that from the start. I’m helping them set up their business, but it is their business under the guidance and framework of what we say.”

He also advised attending franchise exhibitions and listening to speakers to gain firsthand insights. “Even if you’re not thinking of franchising, pop along to an exhibition and hear what other people are doing,” he suggested.

What Is Next for Soccer Shooters?

Soccer Shooters aims to expand its franchise network across the UK, focusing on supporting grassroots football clubs and engaging more children in the joy of football. “We’re looking all over the country for new franchisees at the moment,” James said. “We have long-term goals to be one of the top franchises in the country, and probably the number one in terms of supporting grassroots clubs directly. We also have international ambitions as well going forward.”

The future looks bright for Soccer Shooters, with the first franchisee already up and running and more in the pipeline. James remains committed to his mission: using football as a tool to enhance as many children’s lives as possible.

If you’re passionate about football and working with children, you could be their ideal franchisee—find out more via their website.

If you are reading ‘In conversation with Soccer Shooters’ looking for some tips to franchise your own business, get in touch with us here at Ashtons.