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PODCAST

Football Insights Academy Podcast

Tom Butterfield & David Bromley

Welcome to The Football Insights Academy Podcast, the ultimate destination for football enthusiasts, aspiring analysts, scouts, and recruitment professionals who want to understand the beautiful game beyond what’s visible on match day. This podcast is dedicated to demystifying the world of football analytics, scouting, and recruitment while empowering listeners to elevate their understanding of the game. Each episode is packed with: Deep Dives into Playing Styles: Learn how teams operate on and off

sports soccer

All Episodes

34:40

Ep41: From Question to Shortlist: A Repeatable...

Football Insights Academy Podcast ·

2026/01/02

Join the Free Kickstart ChallengeSummaryIn this episode, David Bromley and Tom Butterfield discuss a detailed analysis of football team management and recruitment processes.They explore the significance of asking the right questions, defining roles and behaviors, and understanding constraints in player recruitment. The conversation also delves into the use of AI in recruitment, emphasizing its role as a supportive tool rather than a decision-maker.The episode concludes with a focus on the importance

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31:34

Ep40: Behaviours Over Labels: Writing Role...

Football Insights Academy Podcast ·

2025/12/26

Join the Free Kickstart ChallengeSummaryIn this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss various themes surrounding football recruitment, particularly focusing on the importance of role definitions and behaviours over labels. They explore how clear role definitions can enhance recruitment processes, reduce noise in discussions, and improve the effectiveness of AI tools in scouting. The conversation also touches on personal topics, such as

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41:27

Ep39: Structure in Recruitment Decisions: Why Clarity...

Football Insights Academy Podcast ·

2025/12/19

Join the Free Kickstart ChallengeSummaryIn this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley discuss the complexities of football recruitment, emphasising the importance of structured decision-making processes. They explore the challenges faced by recruitment departments, the significance of understanding player roles, and the necessity of a systematic approach to evaluating potential signings. The conversation also highlights the role of modern tools and data

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41:34

Ep38: Why Football Needs Better Thinking: Structure,...

Football Insights Academy Podcast ·

2025/12/12

Join the Free Kickstart ChallengeSummaryIn this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley delve into the intersection of AI and football, discussing how technology can enhance decision-making processes within clubs. They emphasise the importance of clear terminology and structured thinking, arguing that football's challenges stem from inconsistent language and unclear role definitions. The conversation introduces the concept of a 'context stack' for

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36:19

Ep37: The Festive Fixture Pile-Up - Rotation,...

Football Insights Academy Podcast ·

2025/12/05

Join the Free Kickstart ChallengeSummaryIn this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the challenges faced by football clubs during the December fixture pile-up. They explore the impact of increased game frequency on player fatigue, tactical adjustments, and the importance of recovery. The conversation highlights the need for smart rotation strategies, the role of substitutes, and the significance of set pieces in a congested

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52:49

Ep36: Player Pathways: How Clubs Build from...

Football Insights Academy Podcast ·

2025/11/28

Join the Free Kickstart ChallengeSummaryThe conversation explores the structured approach to player development in sports, emphasising that successful pathways are not a matter of luck but are carefully engineered through collaboration among various departments within sports clubs.TakeawaysPathways aren't luck, they're engineered.Successful player development requires alignment across departments.Consistent success in clubs is not a coincidence.Collaboration between coaches and players is

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36:52

Ep35: Inside Recruitment: Lessons from Successes and...

Football Insights Academy Podcast ·

2025/11/21

Join the Free Kickstart ChallengeSummaryIn this conversation, David Bromley and Tom Butterfield discuss the intricacies of football signings, emphasising that each transfer tells a unique story. David discusses the four key realities of recruitment, emphasising the importance of clarity, behaviour, environment, and expectation in the recruitment process. He highlights that understanding these elements can lead to better player selection and overall success in recruitment strategies.He highlights the

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29:52

Ep34: The Analyst’s Role in Storytelling: Shaping How...

Football Insights Academy Podcast ·

2025/11/15

Join the Free Kickstart ChallengeSummaryIn this conversation, David Bromley discusses the intricacies of football analysis, focusing on identifying patterns, momentum shifts, and the emotional aspects of the game. He emphasises the importance of storytelling in analysis and the analyst's role in choosing how to present data and narratives effectively.TakeawaysYou're looking for patterns, you're looking for momentum shifts.You can translate numbers into meaning.Possession, control, turnovers, and

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30:37

Ep33: What Will Data Never Be Able To Tell Us?

Football Insights Academy Podcast ·

2025/11/07

Join the Free Kickstart ChallengeSummaryThe conversation explores the interplay between data and instinct in decision-making, emphasizing the importance of knowing when to trust each. It highlights the limitations of data and the necessity of context in understanding outcomes.TakeawaysIt's not data versus instinct. It's knowing when to trust each one of those two things.Data should not be seen as the sole answer provider.There are grey areas in data interpretation that need awareness.Context is

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28:49

Ep32: From Data to Dressing Room: How Insights...

Football Insights Academy Podcast ·

2025/10/31

Join the Free Kickstart ChallengeIn this episode David and Tom talk about one of the three most important skills that can help the analyst translate the data into usable insights that could help them gain the trust of the coach. You could calculate the greatest data finding of the century...... but if you can't speak the language of the coaching staff then it's going in the bin. Find out how to make that leap from your laptop to a seat in the dressing room. Useful LinksJoin the Free Kickstart

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54:21

Ep31: Why Some Teams Overachieve: From Brentford to...

Football Insights Academy Podcast ·

2025/10/24

Ep31: 2024/25 EPL Team PersonalitiesMjällby ArticleJoin the Free Kickstart ChallengeSummaryIn this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the concepts of overachievement and underachievement in football, particularly focusing on the Premier League. They discuss the performance index used to measure team efficiency, highlighting Brentford's remarkable success and Liverpool's effective spending. The conversation also touches on the

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32:50

Ep30: Match Analysis Myths: What TV Pundits Get 'Wrong'!

Football Insights Academy Podcast ·

2025/10/17

Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley delve into the world of match analysis and punditry, exploring common myths and misconceptions that arise in football commentary. They discuss the differences between the roles of pundits and analysts, highlighting how entertainment often takes precedence over technical accuracy in TV commentary. The conversation covers several prevalent myths, such as the idea that a team 'didn't want it enough' or that a

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39:40

Ep29: Scouting in the Age of AI: What Football Clubs...

Football Insights Academy Podcast ·

2025/10/10

Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley discuss the integration of AI in football, particularly in scouting and recruitment. They explore how clubs are adopting AI technologies, the importance of clarity and communication in data analysis, and the future of AI in the sport.The conversation emphasises that AI is a tool to enhance human insight rather than replace it, and highlights the need for scouts to adapt to these technologies to remain

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46:25

Ep28: Inside the 11-Stage Funnel: From 'What Do We...

Football Insights Academy Podcast ·

2025/10/02

Join the Free Kickstart ChallengeSummaryIn this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley delve into the complexities of football recruitment, emphasizing the challenges posed by data overload and the necessity of a structured approach. They introduce an 11-stage recruitment process that encompasses talent identification, player evaluation, and target acquisition, highlighting the importance of defining objectives, understanding playing styles, and bridging

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20:29

Ep27: From Pilot Sessions to Future Evolution -...

Football Insights Academy Podcast ·

2025/09/26

Join the Free Kickstart ChallengeSummaryIn this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley reflect on the recently concluded War Room series, discussing its structure, the importance of feedback, and the role of the First 11 platform in football recruitment. They explore how to engage different groups in football, the search for competitive edges, and the future directions of their initiatives, emphasising the need for continuous improvement and

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26:48

Ep26: From shortlist to Target Matrix — Turning Data...

Football Insights Academy Podcast ·

2025/09/19

Join the Free Beginners Course SummaryIn this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley discuss the intricacies of the football recruitment process, focusing on the blend of human evaluation and technology. They explore the importance of video scouting, live scouting, and off-field factors in player recruitment, as well as the role of AI in enhancing scouting efforts. The conversation emphasises the need for a structured approach to recruitment, allowing

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35:49

Ep25: How Do You Filter 700,000 Players Down To a...

Football Insights Academy Podcast ·

2025/09/12

Free Kickstart Challenge Course In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the intricacies of the 11-stage recruitment process in football. Join them as they explore how strong beginnings lead to successful outcomes, the importance of defining club identity and playing style, and the role of data-driven decision-making in scouting. Discover how this comprehensive approach transforms a daunting pool of 700,000 players into a refined

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36:46

Ep24: Building Your Player Recruitment House!! The...

Football Insights Academy Podcast ·

2025/09/05

Join the Waiting List - Free Kickstart Challenge IntroductionTom and David kick off Episode 24 with a warm welcome and a bit of humor about their recording setup. Football Season Insights: A deep dive into the unpredictable nature of the current football season, discussing teams like Man City, Spurs, and West Ham. Recruitment Process: The duo explores the parallels between football recruitment and house renovation, emphasizing the importance of having a structured process. War Room Series: Insights

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38:29

Ep23: The Steps of a Real Recruitment Process - Steps...

Football Insights Academy Podcast ·

2025/08/26

Join The War RoomJoin the Free Beginners Course SummaryIn this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the current football season's unpredictable start, delve into the recruitment process for football clubs, and introduce the upcoming War Room sessions. They explore the importance of structured scouting, the role of video analysis, and the significance of the target matrix in player recruitment. The conversation emphasizes the need for clubs

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34:04

Ep22: The Steps of a Real Recruitment Process - Steps...

Football Insights Academy Podcast ·

2025/08/21

Join the Waiting List - Free Beginners Course SummaryIn this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley delve into the stages of the First 11 app workflow, focusing on player recruitment and data analysis. They discuss the importance of defining objectives, identifying playing styles, and specifying player roles. The conversation highlights the integration of AI in scouting processes, the significance of key performance indicators, and the use of video

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