Calculated Performance

Calculated Performance: private football coaching across the North West

Calculated Performance is a private football coaching company founded in 2020 by identical twin brothers Adam and Jack Dunkerley. The organisation describes itself as one of the UK's fastest-growing private football coaching companies and states that it has delivered more than 64,000 individual coaching sessions since its creation. Its stated aim is to raise the standard of private football coaching and provide a more comprehensive and supportive environment for players of all ages and abilities.

The company operates multiple centres across the North West of England and is expanding to communities across the UK. Each centre is expected to meet a set of standards intended to ensure a consistent experience for members while reflecting the personality of the local community. Programmes are delivered by FA and UEFA qualified coaches in what the company describes as premium facilities.

Programmes for grassroots and academy players

Calculated Performance supports both grassroots and academy players, treating each player as an individual and working with players of all experience levels. The company offers a free trial session and structures its activity around two main programmes:

• Individual Performance: one-to-one work with an experienced coach who creates an Individual Development Plan designed to accelerate the player's progress.
• Performance Academy: ability-appropriate group coaching for players aged 8 to 14, aimed at those who enjoy training with others at their level in a structured environment.

The company also states that it has experience working with players from professional academies. Its technical curriculum, used to build each player's development plan, has been shaped by thousands of private coaching sessions across grassroots and academy levels.

Development approach

The coaching model emphasises technical detail and high repetition to accelerate development in areas that receive limited attention in team football. According to the company, one hour of private coaching can match the technical workload of multiple team sessions for many players. Structured challenges and instant feedback are used to build confidence and composure in match situations, with the aim of helping players trust their ability and perform under pressure.

Each player works from an Individual Development Plan based on the company's technical curriculum. The company frames development as a long-term process rather than a quick fix, and describes its environment as one where players feel supported, challenged and guided regardless of their starting point. It notes that every player's journey is different: for some, Calculated Performance is the first step into grassroots football; for others, it is preparation for academy football or the pursuit of a professional contract.

Membership and member benefits

The company offers a membership model that includes a welcome pack with a complimentary Adidas x Calculated Performance training top and enrolment into Individual Development Plans, which are emailed periodically throughout the season. Members are also offered a 20% members-only discount on all Performance Camps and events hosted by the company.

The site lists several additional benefits as forthcoming: access to exclusive offers from hand-picked Reward Partners, a complimentary monthly guest pass allowing members to bring a friend or teammate to a session, and a member platform called CP:360 for managing membership, redeeming offers, booking camps and events, and tracking progress. CP:360 also provides access to a Home Study Programme for training at home. The company states that memberships can be amended, paused or cancelled at any time, without a contract.

Coaching team and internal platforms

Calculated Performance maintains an internal platform called the Coaching Hub, designed to support and align the coaching team on how sessions are planned, delivered and progressed. The company also publishes news about its operations, including the promotion of Callum Ronald to Head Coach at Liverpool Anfield, the introduction of an 'Introduction to Calculated Performance' training course and an upgraded session planner and session builder.

Reputation and reviews

The company states that it is backed by more than 360 five-star parent reviews and that this number is growing. It also refers to a community of like-minded families, players and coaches who share an interest in self-development.

Centres and contact

Calculated Performance operates multiple centres across the North West, with private football coaching available across Greater Manchester and Liverpool. The company invites families to find their nearest centre through its website. The bookings team handles rescheduling and questions and aims to reschedule any cancellations made within 36 hours.