A London football coach has revealed that young boys are arriving at training sessions with low confidence after being exposed to toxic 'man up' culture on social media. Josh Paul, founder of Fit 4 Football, says his role has shifted from purely coaching sports to also providing mental health support.
Changing role of youth coaches
Josh Paul, 35, explains that the pressures young boys face online have transformed his job. 'In the last five years, I've been showing up to my sessions as a mentor first, and then a football coach second,' he said. 'When I first started coaching, a child might turn up upset because they'd fallen out with a friend at school. Now I've got children that don't want to come into training because they've seen something online that has scared them, upset them, or told them they're not good enough.'
Research findings
Research commissioned by EE reveals that 42% of boys aged 11 to 16 regularly encounter content telling them to 'man up' or suppress their feelings. Additionally, 71% say they feel overwhelmed by online pressures. The study also found that 78% of coaches report a child has shared personal matters unrelated to football, and 95% say nurturing emotional wellbeing is increasingly part of their role.
Josh added: 'When I was 13, if someone popped up on my algorithm who looked quite cool and muscular and told me I needed to go to the gym, I'm probably going to listen to that person. The biggest thing I tell children is, "You'll be fine. You'll be alright". Sometimes that's exactly what they need to hear.'
EE's Yes Boys campaign
EE has launched a new initiative called Yes Boys ahead of this summer's tournament, featuring a Mentor Badge designed to help parents, coaches, and young people navigate online challenges. Former England footballer Theo Walcott, a father of two boys, supports the campaign. 'Football gives boys a space to express themselves, build resilience and learn from positive role models,' he said.
Expert perspective
Professor Ben Hine, Professor of Applied Psychology at the University of West London, noted: 'Football may now be one of the few trusted spaces where boys feel emotionally safe. Sport creates a sense of belonging and community that allows boys to open up in ways they might not elsewhere.' He emphasised that volunteers do not need to be therapists to make a difference, just provide a safe space and listen without judgement.
Josh concluded: 'As a coach, you just need to listen and be someone that young people know they can talk to. I'm going to help children not make some of the mistakes that I made.'
