The Master in Coaching is developed for everybody who seeks self-knowledge and self-development with the aim to improve oneself as a (sport) coach and/or manager.

This 7 month program is based on the vision of Johan Cruyff in which sport coaching is more than using tactical and technical knowledge. It is about yourself, the players & staff, the team and the environment. We believe that you can only coach others if you know how to coach yourself.

Each participant’s personal background is a base for further development and better understanding of oneself as a coach and/or manager. The principle of coaching is that you then apply this insight knowledge in counseling others. A personal coach will guide you in the process of realizing your personal goals for becoming a better coach, manager and/or person.

Due to our ‘Cruyffian’ style of learning, students of the Master in Coaching will gain insight into their own strengths and opportunities for improvement as a coach (that they will develop during the program), and their athletes/employees, with the aim to have a better understanding in order to improve performance.

Throughout the academic year, our professors and staff motivate and support the students to facilitate students’ personal development. They ensure all students, each with a different background and experiences, will be challenged in their learning. It will be a new step in the students’ personal development towards improving their individual and team performance.

Please ask for our brochure by completing the contact form at the bottom of this page and find out more about the Master in Coaching and our unique ‘Cruyffian’ approach to learning.


The focus of the Master in Coaching program is on self-knowledge and self-development. Students will gain insight into their strengths as a coach (that they’ll develop during the program), and those of their athletes / employees, for a better understanding of themselves and their players/staff, in order to improve performances.

Students will developed their unique coaching style, and are able to put this style into practice. They are able to present themselves effectively. They’ll know what is needed for individual and team success, and how they can manage this.

LEARNING OUTCOMESAfter completion of the program students have:

  • Profound understanding of the principles of leadership, coaching and team dynamics. The ability to effectively handle team dynamics, ‘Building successful teams’.
  • Profound understanding of the personal coaching style; Continuous reflection on behavior and actions.
  • The ability to execute professional coaching sessions (individual / team); Performance Coaching, helping others to reach their full potential in any area in their lives.
  • The ability to coach in any situation: Winning, loosing and under pressure.
  • The ability to effectively handle the environment, including the media; Professional communication skills.

Henk Groener, one of the professors of the Master in Coaching, is helping the students with their learnings during the study. He is the coach for the Dutch Women’s Handball team and knows how to explain the coaching techniques as nobody else:

Aimed at

This program is designed for those who are a coach or manager in sport, but it is also appropriate for (team) managers, staff members, leaders, counselors and HRM-consultants from other sectors who are passionate about sport coaching. Students came, for example, from the Police department, an insurance company, energy provider and a congress center.

The Master program aims for a balanced mix of students with various sport, educational, cultural and/or business backgrounds. This enables the student-coaches to share their unique experiences, which can be very enriching.

This Master in Coaching is right for you if:

  • You’re a sport coach who wishes to further develop your coaching skills to guide athletes to excel in sport and life.
  • You have built up experience as a coach and you want to develop a professional career in the sport industry.
  • You are a manager who wishes to further develop your coaching skills from a sport perspective.
  • You are a manager who wants to develop a career in sport coaching.

In addition here are some of the characteristics we value in Master students:

  • Have a passion for sport and are active in sport as a coach, player, organizer, volunteer or enthusiastic supporter.
  • Are ambitious to develop yourself as a coach or manager in sport or business for the benefit and enjoyment of yourself and your environment.
  • Enjoy working in a dynamic environment where originality, intuitive thinking and being pro-active reflect your approach to learning and development.
  • Value a more personalized approach. Professors know who you are and will challenge and support each student with their own journey.
  • Are not afraid to step out of your comfort zone to achieve a personal growth.

To be admitted to the Master in Coaching, you must have at least three years of professional experience as a (sport) coach or manager / supervisor. Experience as an elite athlete is not required for this program, but having developed a career as a professional athlete will be valued as work experience, depending on level and commitment.

ADMISSION PROCEDUREThe admission procedure consists of the following steps:

  • Please complete the pre-enrollment form if you are interested in studying this program.
  • We will contact you for an interview with the program manager. The goal of this interview is to evaluate if your achievements, as well as your aspirations and motivations in pursuing this degree, are in line with the objectives of the program.
  • The Admissions Committee decides on approval of your admission
  • The student contract will be sent to you, formalizing your student status at the Johan Cruyff Institute Amsterdam.


The personal background of each student serves as the starting point for studies. At the beginning of the program the participants presents themselves before the group. Based on the presentation, each student defines their personal goals and the strategy to achieve them. Throughout the course of the program they’ll be training coaching skills and working on the development of a personal coaching style. At each stage it is important that students learn to be conscious of their actions. Coach-teachers, fellow student-coaches, and a personal coach will support the developments.

PERSONAL COACHBesides the classes, students will start a complementary process with one of our elected personal coaches. Throughout the year, there will be one-to-one sessions between the student and the personal coach in order to discuss issues and work on goals for becoming a better coach, manager and/or person. The Johan Cruyff Institute has a group of personal coaches with different backgrounds and experience in supporting people in their (work) life.

The program of the Master in Coaching consists of four common themes from the coaching discipline and will be concluded with final coaching interviews and a ‘Report of Journey’:



  • Coaching and perceiving
  • Leadership
  • Group project
  • Wat is my style?
  • How do I present myself?


  • Inner motivation
  • Coaching sessions
  • Geving feedback
  • Team diagram
  • Performance under pressure
  • Coaching after a performance


  • Coaching a team: performance preparation
  • Team dynamics: building a successful team
  • Balance
  • Influencing


  • Handling the media
  • Handling the social environment
  • Consolidating the group process
The program is concluded with final coaching interviews in which to demonstrate the acquired
skills. Students have to write and present a Report of Journey which reflects their journey as a coach, manager and/or person.

SPECIFIC CHARACTERISTICS ENGLISH AND DUTCH EDITIONWhat are the main characteristics of the two editions of the Master in Coaching?

English edition:

  • Studying with students from various countries: international perspective.
  • Three intensive on-campus study weeks.
  • More distance learning.
  • Duration: 7 months.

Dutch edition:

  • Studying with Dutch students: (cultural) diversity from a Dutch perspective.
  • Each month two days of studies.
  • More face-to-face learning.
  • Duration: 10 months.

ACADEMIC DEGREEStudents who successfully complete the program will receive the diploma Master in Coaching from the Johan Cruyff Institute.

Learning model

The Master in Coaching in Amsterdam averages around 15-20 students per year. We prefer to limit the number of students to ensure each student receives the attention required to gain the most from the program.

The Johan Cruyff Institute uses a rich learning environment that fosters educational tools based on a student interaction model, which also enables students to share their unique experiences and learn from each other. Students will engage actively in creative challenges that require effort, commitment and intuitive thinking.

Throughout the academic year, we focus on the personal development of each student. The professors and staff ensure that everyone is challenged in their learning. All theory will be relevant, tangible, fun and enjoyable to learn through the discussion of case studies by professors and students.


  • Coaching according the vision of Johan Cruyff: You can only coach others if you know how to coach yourself.
  • Integrated approach: Managing oneself, the players, the team and the environment.
  • ‘Learning-through-action’: Teacher-coaches stimulate active participation.
  • Multidisciplinary activities, case studies, coach sessions and experience-based learning (group and individual assignments).
  • Continuous reflection on coaching sessions, behavior and personal coaching style. Continuous reflection on learning processes and accomplished goals. Self-assessment reports and ‘Report of Journey’.
  • Applying various coaching techniques: Learning by asking, giving feedback, observing without judging, etc.
  • Developing a personal coaching style in order to effectively coach others.


  • Complete: Focus on coaching in and outside sport, such as coaching in academics, the business world and individual coaching, and covering all aspects of coaching, from preparations to debriefing.
  • Learn to coach according the vision of Johan Cruyff: You can only coach others if you know how to coach yourself.
  • Practical: Students will be able to understand and apply their own coaching style
    to get their team to perform well.
  • Personal: A personal coach supports the accomplishment of personal goals.

Professors and staff encourage students to become a member of the “Cruyff family” for life. The Johan Cruyff Institute will do everything to help students from different backgrounds and nationalities feel welcome and comfortable from the moment they step into our office. We know all our students individually and retain contact with them during and after the study program.

In order to stimulate personal development, one-to-one sessions can be arranged between students, the Johan Cruyff Institute staff and professors for those who need a little extra support or guidance during the program.

Ask for the brochure of the Master in Coaching and/or visit a Cruyff Master Day in Amsterdam to find out more about our ‘Cruyffian’ teaching methodology.


The classes are given by professors who have held key positions as (sports) coaches or managers and can offer insights and learning based on practical experience. The professors have their own style of coaching and specialties. This means students will experience different styles of coaching that will help them to create their own personal and unique coaching style.

Henk Verschuur - Professor at Johan Cruyff Institute
Henk Verschuur­Manager, Johan Cruyff Institute Amsterdam. President of the largest Martial Arts Federation “FOG”, member organization of the Dutch Olympic Committee NOC*NSF. Member of the Executive Board at IWuF. Fulfilled several key functions in (inter)national sports federations. Instrumental in international negotiations with parties like ministries of sport and international sport sanction bodies. His specialties are leadership, balance and performance under pressure.
Henk Groener - Professor at Johan Cruyff Institute
Henk Groener­Coach Dutch Female Handball Team. Henk was one of the initiators for the design of the Master in Coaching, and has vast experience as a teacher-coach. His specialties are team dynamics, group roles and building a successful team.
Maarten van Heeswijk - Professor at Johan Cruyff Institute
Maarten van Heeswijk­Former hockey player who performed for the National Dutch men team. After his active sports career he entered the coaching field. In 2000 (Olympic games) and 2014 (World Championship) Maarten was the team manager of the men’s National Hockey Team. He founded his own coaching and consultancy office in 2007 named: MaarHees Coaching & Consultancy. His specialties are personal coaching and team development.
Karen Ephraim - Professor at Johan Cruyff Institute
Karen Ephraim­Since 1993 until 1996 Karen was the head coach of Paralympic rugby team. At this moment she is the owner of consultancy agency De Juf (The Teacher). In addition, she is Project Manager and responsible for the coaching of employees from several educational institutions. Her specialties are coaching styles and feedback.

Student services

VIRTUAL CAMPUSAs a student of the Master in Coaching you will have access to our e-learning platform that offers a collaborative environment between teachers and students, facilitating e-mails, live chats, books, a video library, etc. You can also enjoy recordings of your performances for reflection purposes, and there you’ll find documents and study material on the coaching discipline 24 hours a day.

ALUMNI AND NETWORKINGOur Johan Cruyff Institute network will give you the opportunity to connect and collaborate with other students, alumni and members of our global network, and share your passion for sports and professional experience with them. We promote and facilitate continuous academic training.

The Alumni Association was founded with the aim to stay connected to the Cruyff network consisting of (former) classmates, teachers and staff. The unique experience of studying together, and sharing (sporting) activities and knowledge does not stop after graduation, but is continued by the Alumni Association.

CAREER SERVICESThe Johan Cruyff Institute in Amsterdam collaborates with and GlobalSportJobs. Both organizations want to improve the guidance of students and alumni of the Johan Cruyff Institute in the labor market through their cooperation. (see section Career Services).

The Johan Cruyff Institute serves as a key intermediary between potential applicants and the sports business sector. Many sports organizations and businesses with job vacancies turn to the Johan Cruyff Institute and our Career Partners when they search candidates with a ‘sports mentality’. The Johan Cruyff Institute selects and contacts qualified candidates within our network. We also announce job openings and new projects in sports throughout our (social) media.


Johan Cruyff Institute Amsterdam

One week of classes will be delivered at the Johan Cruyff Institute Amsterdam (the Netherlands), located next to the Olympic Stadium. The Olympic Stadium hosted the 1928 Olympic Games, providing a link between the history and future of sport. This unique setting inspires our staff and students to excel in coaching. The Johan Cruyff Institute has a functional multimedia classroom where the sessions take place. The classroom is designed in such a manner that student participation is encouraged and personal interaction is facilitated.

Two weeks of classes will be delivered at Sport Center & Hotel Papendal, the Dutch National Olympic Training Center, located near Arnhem in the eastern part of the Netherlands.

foto papendal

General information

  • Academic degree: Master in Coaching from the Johan Cruyff Institute
  • Duration: 7 months. approximately 280 hours
  • Start: May 2017
  • End: November 2017
  • Schedule:

    Three full weeks of on campus sessions in May, September and November. Classes: Monday to Friday 9.30am - 4.30pm, complemented with approximately 140 hours of distance learning and 20 hours of supervision by a personal coach

  • Place:

    Sessions at Johan Cruyff Institute Amsterdam, Laan der Hesperiden 118, 1076 DX Amsterdam and at Sport Center & Hotel Papendal, the Dutch National Olympic Training Center

  • Modality: On campus & distance learning practices
  • Language: English. We also deliver an edition in Dutch
  • Price: € 8,800.- Students are responsible for buying flight tickets and organizing accommodation / housing whilst studying in The Netherlands (if necessary). Hospitality arrangements by the Johan Cruyff Institute for meals and accommodation are optional
  • Special conditions: Discount for alumni and members of related entities
  • Enrollment: Registration open until the start of the Master program. Limited seats available

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