Club of the Week: Inspire the next generation with ISM Sports

Jay Asser 01:00 28/04/2016
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It’s a team game: ISM have football coaching from three to 13.

Providing quality multi-sport coaching is no easy task, but ISM Sports have figured out the formula with their all-encompassing approach in the UAE.

Not only do they offer “quality-over-quantity”, mainly focusing on football and tennis, they also have after-school programmes for nurseries, in-curricular teaching and fitness boot camps for ages as young as three and up to 45.

There’s no lack of coaching in the region across a multitude of different sports, but where Jo Terry, football coach and ISM (which stands for Inspire Sports Management) co-founder, believes his company stand out is in the dedication and enhanced focus on each area of its expertise.

“When you come to an ISM Sports session, the outlook is right from the start,” said Terry. “The planning and preparation for the whole term isn’t just off the cuff; we have a whole syllabus that we stick to. The standards I think compared to others are high.

“The three main things when you come to a session are one, it’s going to be professional from the start, two, the kids are going to enjoy it and three, hopefully we’ll look at the development of the player and they’ll gain improvement in every session.”

Terry began the venture with his business partner Sam Whitaker in September 2014. ISM originally started small with one venue in Dubai and one in Abu Dhabi, but it has since grown to include Dubai International Academy (DIA), Horizon School, Safa Community School, Al Forsan International Sports Resort, Radisson Blu on Yas Island and Yas Island Rotana, along with a handful of nurseries.

The great outdoors: Fitness sessions are a key part of ISM.

The great outdoors: Fitness sessions are a key part of ISM.

The staff has also expanded to six full-time members, many of whom boast plenty of experience as former athletes in their own right.

While Whitaker was already an established tennis coach, Terry was a PE teacher with a good reputation, which allowed him to bring some of the kids he had been teaching over to ISM. He’s now been working with some of those same kids for five years.

“We knew the demand for afterschool sports is huge in Dubai and a lot of parents are working very long hours and don’t have the time to take their children out to local parks and such,” Terry said. “So we offer that opportunity for kids to play two or three times per week and do a lot of different sports.”

Though the new term began in mid-April, children can still get involved by attending the communal sessions at Safa Community School on Mondays and Tuesdays from 16:30 to 17:30, as well as at DIA from 08:30 to 09:30 on Friday mornings.

For adults, the fitness boot camps take place on Sundays, Tuesdays and Thursdays at Safa Park from 08:00 to 09:00.

For more information about ISM Sports, including details on their full range of activities and upcoming events, visit or contact 050 519 3899.

What: ISM Sports
Founded: September 2014
Geared towards: Football, tennis, swimming and fitness enthusiasts
When & where: Operating daily at various locations in Dubai and Abu Dhabi
Contact & info: Visit www. and www. for more information

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