Despite the words of the great Bill Shankly, “winning is not a matter of life and death……..it’s more important than that”, in youth football sometimes there can be an overemphasis on winning. In sport generally, we are obsessed with the ‘outcome’ rather than the ‘process’. At BMAFC we will teach our players to compete, to compete hard and fair, to compete to win, but winning will not be the only measure of success. The ‘process’ of individual player/team growth, development and improvement, along with player enjoyment of the ‘beautiful game’ will always be a focus for the club and those people that give up their time to coach.