About Us

AU Sports – Our Mission

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Building A Love of Sport. For Life.

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At AU Sports, we believe in the power of sport to bring joy, build confidence and inspire lifelong healthy habits. Whether your child is kicking a ball for the first time, dreaming of their first goal, or learning from our experienced coaches – AU Sports is here to make every moment count.

 

Founded with a passion for grassroots sport and youth development, we create inclusive, energetic environments where children can thrive. Through every session, we focus on fun, teamwork, and learning – helping young people to grow both on and off the pitch.

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Founders Passion

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Pete Alexander, co founder of AU Sports, started the business in order to change the way in which sports coaching is delivered to young, enthusiastic people.

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"Having worked within sports coaching for many years, I started to notice a clear correlation between the coach and the retention of children within particular sports. In my various roles, i've seen some exceptional, inspiring coaches and some that are quite the opposite. The outcome of not being inspired or enthused by the coach is resoundingly negative. I've seen entire age groups fall apart in the hands of well-meaning but, ultimately, negative and uninspiring coaches.

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This is where i really started to look at my own approach and my own persona in the coaching field. I did a lot of research and practice to develop my skills and persona. I noticed almost instantaneously the change in how students responded to me.

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Alongside this, i've seen so many children from all sorts of backgrounds be both inspired and uninspired by sport. My mission now is to ensure that all children have an inspiring journey within all sports, lead by great, enthusiastic, knowledgeable and inspiring leaders.

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Further to this, i want to help other coaches to discover and learn the ability to inspire students and give a positive experience to all of the students they teach."

 

Our Story

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AU Sports was founded in 2016 by Pete Alexander and Tom Underhill with a shared passion for delivering meaningful, energetic sports coaching. Originally named AU Sport & Education Ltd, the business focused on school sport and cricket coaching—partnering with The Vaynor First School and Astwood Bank Cricket Club.

 

As the business grew, we expanded into fitness classes and adapted our name to AU Sport & Fitness Ltd. With challenges came resilience, and we built a strong community around our services, eventually shifting back to our true focus: helping young people thrive through sport.

 

By 2022, we had taken on new staff, developed stronger school links, and moved into a new base in Astwood Bank. That year marked a new era: co-founder Tom Underhill stepped away to pursue fitness coaching, and we evolved into AU Sports Ltd. with a sharper focus on partnerships and grassroots development.

 

We’ve now grown our incredible coaching team and expanded our services into football, netball, cricket, early years sport, and more. Partnering with Redditch Borough Football Club, Lioness Girls Football, and clubs like Cookhill and Studley CC, our reach and impact have never been greater.

 

Today, AU Sports is led by our general manager and director Liam Phelan. Founder Pete Alexander and his wife and co-owner Natalie Alexander support the business remotely from Western Australia. We are  supported by an amazing coaching team, which includes coaches such as: Callum Read, Sam Duggins, Hayley Ferris, Taylor Eades, Matthew Turner and Neil Duggan.

 

We’re proud of our roots—and excited for the future.

 

What We Do

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AU Sports delivers a wide range of fun, structured and developmental sporting opportunities for children of all ages and abilities:

 

 

Redditch Borough Football Development

 

Supporting aspiring players and club-level talent, our partnership with Redditch Borough Football Club gives young players high-quality coaching and a route into competitive football.

 

 

Preschool Football

 

Fun-filled, imaginative football sessions designed for little legs! Our preschool classes focus on coordination, social skills, and building confidence – one goal at a time.

 

 

Birthday Parties

 

Celebrate the big day in sporty style! Our action-packed birthday parties are hosted by experienced coaches and tailored to your child’s favourite games and sports.

 

 

Coach Zone

 

A dedicated resource hub for our sports coaches – packed with drills, downloadable content, planning templates and continuing development tools.

 

 

Cricket Academy

 

Our creative approach to delivering cricket coaching, teaching the fundamentals of batting, bowling and fielding while building teamwork and enjoyment for cricketers of all abilities.

 

 

Netball Coaching

 

Fun, high-energy netball sessions focused on skill development, movement and confidence for players of all levels – from primary school to club preparation.

 

 

Our Mission

 

To ignite a lifelong love of sport in every child we coach – through engaging sessions, positive role models and memorable sporting experiences.

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Why Choose Us?

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• Experienced & Passionate Coaches: Our team lives and breathes sport. We bring energy, professionalism and fun to every session.

• Child-Centred Coaching: We focus on the child first—developing confidence, resilience, and a love for being active.

• Partnership Approach: We work hand-in-hand with schools, clubs and families to create lasting impact.

• All About Community: We’re proud to support local initiatives, events and clubs through sponsorship and volunteering.

 

Our Values

 

• Enjoyment First: Sport should always be fun!

• Inclusion for All: Every child deserves the chance to play.

• Confidence Through Coaching: We build more than just skills.

• Team Spirit: We grow stronger together.

• A Love of Sport. For Life.

 

 

Get Involved

 

Whether you’re looking to join a session, book a birthday party, explore coaching opportunities or simply learn more – we’d love to hear from you.

 

Let’s get moving, learning and growing – the AU Sports way!