Strength and Conditioning. Football Training. Trusted Sports Coach.
Kofi Richards, MSc - Director and Head of Performance
With a Master’s in Strength and Conditioning from Loughborough University, Kofi brings hands-on experience working with elite-level footballers and athletes across multiple sports.
He combines sharp sports science with a grounded, athlete-first coaching style — built around performance, injury prevention, and long-term development. As a sports coach, he focuses on measurable outcomes and personal growth.
Kofi’s reputation is built on trust, clarity, and data-led results. Whether it’s a Premier League hopeful or an international player in transition, his goal remains the same: deliver powerful, resilient athletes prepared for the demands of modern football training.
Will Smith, MSc - Senior Strength and Conditioning Coach
Will is a key pillar at Shapeshifter Performance. With a Master’s in Strength and Conditioning from Loughborough and elite experience at Aston Villa and Worcester Warriors, he delivers professional-grade coaching with humility and precision.
As a former national-level trampolinist, Will blends explosive football training methods with expert knowledge of endurance, structure, and balance.
He specialises in power development, return-to-play processes, and long-term athlete success strategies — bringing a sports coach mindset focused on helping athletes build robustness that lasts beyond one season.