Lincoln City Football Club is making waves in League One, not just for their on-field performances but for their innovative approach to management and player development. Led by head coach Michael Skubala, the club has taken an innovative approach prioritizing player wellness and analytics. Chief executive officer Liam Scully is a thoughtful shepherd of how AI gets woven into this strategy.
In a significant move that reflects their commitment to innovation, Lincoln City appointed Jason Futers as their chief growth and innovation officer. Futers’ role aims to streamline operations and enhance the club’s performance through cutting-edge methodologies. This new appointment exemplifies Lincoln City’s ambition to stand out in a competitive league, even while acknowledging that they are not the wealthiest club in League One.
The Imps started this new campaign with a bang. They moved to the top of the table with a 2-0 victory against Reading in their first game. Credit goalkeeper George Wickens for a phenomenal long ball that opened the door. This brilliant individual effort set up one of the team’s biggest goals of the season. It’s such tactical decisions that fire Skubala’s determination to maximise every opportunity, especially when it comes to producing set-piece goals.
Embracing Technology in Sports
In an incredibly innovative move, Lincoln City has introduced artificial intelligence to their training routine with a specific emphasis on set-pieces. According to Skubala, a third of goals at all levels arise from set-pieces, making them a crucial area of focus.
We send fixed pieces three or four days a week,” Skubala said. He made the case that making this area a regular practice will result in the biggest returns. The club’s new set-piece coaching staff are adamant that knowing the ins and outs of these set-pieces will significantly increase their threat.
Liam Scully echoed this sentiment, stating, “Our aim is to find the biggest points of difference. It is knowing where we can shift the dial, make the biggest impact, get the biggest bang for our buck.” This analytical method enables Lincoln City to punch above their weight, even when bankrolled larger clubs would otherwise enjoy a financial monopoly.
A Focus on Player Development
Lincoln City’s genuine care for their players in all aspects of life is the other foundation of their strategy. The club wants to become the most attractive port of call for players on loan, creating a positive, nurturing place that young stars want to join. This philosophy not only improves the player development pipeline, but helps build goodwill and potentially beneficial business opportunities between clubs as well.
As Scully observed, all but a handful of clubs have the same analytics tools available to them that Lincoln City uses. He posits it’s their intensively targeted approach that truly differentiates them. “Look at the data and there is a huge gap between resources and output,” he remarked, stressing the need for strategic investment in key areas rather than spreading resources too thin.
Their ability to develop and release talent was again on display with the recent sale of 21-year-old forward Jovon Makama to Norwich City. This English club-record fee further exemplifies their innovative player management philosophy and cements their growing reputation in the football community.
Strategic Coaching and Tactical Flexibility
The way Lincoln City organized their player development coaching structure is a clear indication of their forward-thinking attitude. Many would be sceptical of a League One club hiring two assistant managers. Nonetheless, Scully’s unwavering conviction is that this investment is an indispensable one. “Our job is to help get the absolute maximum from [the players],” he said, indicating that the tailored coaching and support have yielded positive results.
More than that, Skubala has been open in his belief of what needs to come across, tactically. He highlighted the cyclical nature of football trends, stating, “Maybe the only thing I would share at this stage is that I believe build-up principles are often dictated by what is in vogue in football.” Rather than junk science and flaming arrows, he goes after outcomes, not trends. What I can tell you is, unlike most organizations, we focus on outcomes not what everyone else is doing,” he said.
Flick’s team’s philosophy extends beyond just being flexible in games, where they use a combination of short corners to great effect. “Everybody thinks that short corners are no good. A short corner taken inside 20 seconds is the best corner that you can take,” Skubala explained, showcasing their commitment to playing strategically rather than conventionally.
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