It's been a whirlwind three years for SSA Pembrokeshire. What started as two development centres in Neyland and Haverfordwest back in February 2022 has grown into a county-wide operation with over 400 young players coached every week, around 22 coaches delivering more than 12 sessions, and an elite academy competing against the likes of Swansea City, Cardiff City, and Bristol City.
Sitting down with co-founders Mark and Dan, their passion for youth football development is immediately apparent, but perhaps more striking is their shared philosophy on what success actually looks like.
"If we could have the majority of the kids we've coached come back to us when they're older and say they loved their time with us, that they'll never forget those memories, that's success," Dan explains. "It's great to have individual success, and we've had seven players signed by Swansea, but that's not the be-all and end-all."
The pair met through football, with Mark originally from Kent and Dan a Pembrokeshire local who spent time in Swindon. Mark had started Little Legs in 2018, the fun-focused programme for the youngest footballers, and Dan came in to help as a coach.
"Mark worked out very quickly that we had the same ethos, the same ambitions," Dan recalls. The idea for SSA formed around 2021, with the official launch following the next year.
From Little Legs to Elite Academy
The player pathway SSA has developed is producing real results. It starts with Little Legs, designed for the youngest children, where football is almost a disguise for something bigger.
"Football is the last thing really, it's sneaked in," Mark says of the sessions. "At the moment the theme is animals. One activity might be identifying the animal, dribbling the ball, collecting it and dribbling to the right place. We're not talking about the fundamentals of football at that age. These are actual life skills with football disguised."
From there, players can progress to one of SSA's five development centres across Haverfordwest, Tenby, Narberth, Pembroke, and Fishguard. These sessions welcome players aged seven to fourteen of all abilities in a relaxed, pressure-free environment.
"It doesn't matter whether you're the next Messi or just want to kick a ball," Dan emphasises. "Everyone is welcome."
For those showing potential and commitment, there's the Advanced Academy, an invitation-only programme working with players individually to prepare them for the elite level. Then comes the Elite Academy itself, SSA's flagship programme running squads from Under 6s through to Under 14s, competing against professional academies across the country.
One story captures the pathway perfectly. A young player named Leon started Little Legs when he was just three, having moved to Wales from Ukraine. He progressed through the pre-academy, into development, and is now signed with Swansea City.
“I can remember teaching his bigger sister, using a translator for her English," Mark shares. "It's a great example of what the whole family has achieved. Stories like that make it all worthwhile."
Big Plans for 2026
It's been a busy start to the year, and Mark and Dan have plenty on the horizon.
The biggest news is a new indoor training unit in Narberth, launching in March. The facility will offer small group sessions and one-to-one training, providing a weather-resistant solution to one of winter football's biggest challenges.
"There's been real demand from parents and kids for this," Mark explains. "It means we can overcome the challenges of winter weather and keep development going year-round."
There's also an exciting international trip planned for April, with Under 10, 11, and 12 squads heading to Holland to compete against teams from the Netherlands and Belgium.
"It's about making memories for kids in a professional environment," Dan says. "Giving them that dream of what it could be like to go professional."
Closer to home, the Elite Academy continues its packed schedule, with regular fixtures against Swansea and other professional academies, plus trips to Devon to face Plymouth Argyle and Southampton.
More Than Just Coaching
What sets SSA apart, according to Mark and Dan, is their commitment to treating every child as an individual.
"Their name is known, their attributes are known, their development plan is known," Dan explains. "Everyone is treated the same. No special treatment, fair game time, but treated as an individual."
They're also honest about the balance required when working with young players and their families. Taking on parents' feelings is part of the job, but ultimately, Mark and Dan make the coaching decisions, always trying to be diplomatic while keeping the player's development at heart.
Their coaching team has grown organically, with many starting as apprentices and progressing through the ranks. Some coaches are parents of players who wanted to get involved, others come through links local schools and colleges.
"The look on players' faces when they're moved from development to elite, when they've earned that chance, that's what it's about," Mark reflects.
With seven players currently signed to Swansea City, over 50 having progressed from development centres to the elite academy, and a growing operation that touches every corner of Pembrokeshire, SSA has established itself as the county's premier football development programme.
But ask Mark and Dan about their proudest achievements, and it always comes back to those memories, those moments, and those young people falling in love with the beautiful game.
For more information about SSA Pembrokeshire, including development centre bookings, elite academy fixtures, and holiday camp details, check out their Connect: Pembrokeshire profile (link) or follow them on Facebook (link) and Instagram (link)
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