Reflections on My First Conference: Training Ground Guru Live 2025

By Jay Binning

On the 7-8th of October, I had the privilege of attending the iconic Training Ground Guru Conference, my very first conference, and one I’ll never forget. I wasn’t entirely sure what to expect, but that only added to the excitement. To make it even more special, it was held at the world-famous Old Trafford, home of Manchester United. Travelling up from Birmingham was a bit of a journey, but it was absolutely worth it.

The conference spanned two days, each packed with inspiring talks, insightful discussions, and plenty of opportunities to connect with people from across the football industry.

Day One:

On day one, much of the focus was on data and analytics, which are becoming ever more central to modern football. The highlight of the day for me was undoubtedly Oliver Dehnhardt’s talk from Eyeball, which explored the theme of emerging talent. It was fascinating to hear how recruitment strategies are evolving, particularly the focus on identifying players in the “emerging talent” age group.

Oliver also shed light on the growing spotlight on Africa, where so much untapped potential is being discovered. It was inspiring to see how technology, like Eyeball’s app, is helping clubs identify and track promising players using data. This fusion of tech and talent discovery is shaping the future of football scouting, and it was brilliant to hear how it’s being implemented in real-world settings.

Another standout talk came from Francisco Belo, who discussed the use of data within Nottingham Forest. His insights into how data is embedded across the club were truly eye-opening. He made a great point that, in today’s game, everyone within a football organisation is, in some way, a data analyst. Whether consciously or not, the explosion of available information means data now underpins almost every decision made in football. Day one left me feeling inspired, motivated, and more curious than ever about the role of data in shaping the sport’s future.

Day Two :

Day two was just as action-packed! One of the most engaging talks came from Sarah Batters, who shared the remarkable story of the London City Lionesses and their rise through the women’s football pyramid. Hearing how they’ve managed to grow as an independent club, was incredibly inspiring. It’s a brilliant example of ambition, resilience, and smart strategy driving success in women’s football.

I also really enjoyed Lee Darnbrough’s presentation from Port Vale, where he discussed the club’s recruitment processes and their partnership with Gemini. What fascinated me most was how Gemini are using artificial intelligence within football recruitment. As someone who’s particularly interested in how AI can be applied in sport, this talk really captured my attention and sparked a lot of ideas.

The conference closed with a memorable session featuring Ryan Giggs, who reflected on culture at Manchester United and how Sir Alex Ferguson continuously innovated his methods to keep the club at the top. Hearing those insights first-hand from someone who lived through that era was a brilliant way to round off two incredible days.

As my first ever conference, the whole experience was nothing short of amazing. From the quality of the talks to the chance to meet so many new people, it was a real eye-opener. It was also great to finally meet in person some of the people I’ve only spoken to online, a reminder of how strong and connected the football community really is.

Overall, the Training Ground Guru Conference was an unforgettable experience. It left me inspired, better informed, and even more passionate about the direction football is heading – a perfect blend of data, culture, innovation, and community.