Two Rochdale brothers who turned a teenage passion into a thriving football coaching business speaking exclusively with Roch Valley Radio say they are only just getting started, as their company launches new franchises across the country.
Identical twins Adam and Jack Dunkerley were just 14 when they first started helping their dad Kevin coach at Milnrow Juniors. Now, a decade later, they have grown their private coaching service, Calculated Performance, from a single Rochdale centre in 2020 into a business with seven sites across the North West.
The pair, who dropped out of university after just two months, recently launched their first franchises in Cheadle Hulme and Liverpool with backing from Innovate Stockport. They now plan to roll out more than 80 centres nationwide.
“Our dad has been the biggest influence,” Adam told Roch Valley Radio. “He coached us growing up, and he went on to set up Milnrow Juniors, which is still going strong today. That was where me and Jack started coaching, it gave us the passion to help others develop.”
But building the business has not been without challenges. The brothers admit they have clashed at times over major decisions, especially during the Covid pandemic. “Like with any business, emotions can run high,” Jack said. “But being identical twins brings a level of trust and honesty that’s hard to explain. We’ve learnt to stress-test our ideas and resolve differences with respect.”
Calculated Performance has already delivered more than 58,000 sessions to players of all ages and abilities, supported by 38 coaches. The company also prides itself on keeping coaching accessible, offering introductory sessions at £25 and even providing free sponsored training places for families in need.
While many parents hope for quick results, the Dunkerleys say they are in it for the long game. “We’ve had players progress into academy set-ups, but we don’t take credit for someone’s success if they were already on that path,” Adam explained. “We want to be honest, true development takes years.”
The expansion is creating new opportunities for coaches too. “Traditionally, coaching meant a part time PE job or academy work,” Jack said. “We’re building a pathway where ambitious coaches can own franchises and do this full time.”
Despite their packed schedule, the twins still find time for a kickabout, now limited to five-a-side with colleagues. Asked who was the better player, both laughed. “We always used to argue it was me,” Adam admitted, “but truthfully we complemented each other on the pitch.”
For young people in Rochdale chasing dreams, sporting or otherwise, their advice is simple: “Be brave. Commit wholeheartedly. Our dad always told us to shoot for the moon, even if you miss, you’ll land among the stars.”
Although they shy away from being called role models, the Dunkerleys know their story has the power to inspire. “If someone from Rochdale looks at us and thinks, I can do that too, then we’ll be proud,” Jack said.
With national growth now firmly in their sights, the brothers believe the best is still to come.
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