Sheldon's Story

Growing up in South London, I found my escape through football. It was more than just a game to me—it was a lifeline, a way to stay out of trouble, and a means to prove myself. Back then, football seemed easier to access. But as I got older, I saw how much the landscape had changed. 

Football became a business. A money game. Many young people from low-income families were priced out of training opportunities that could change their lives.

I created SL90 Football Foundation in 2021 because I wanted to change that. But more than just setting up free football sessions, I wanted to do something bigger—something that reached the youth beyond the pitch. 

I wanted to create a holistic program that would not only teach football skills but help develop young people in all aspects of their lives; education, discipline, and resilience. 

Today, SL90 runs football and gym sessions that are completely free, thanks to the incredible support we’ve had from organisations like Coin Street Community Builders.

I know what it’s like to come from a background where opportunities seem limited. And I also know what it means to have someone who believes in you and helps you develop not just your talents but your character. That’s why I mentor the young people who come to SL90, both on and off the pitch. 

Through the gym, football sessions, and workshops, we make it a point to get to know each individual—their goals, their challenges, and how we can support them.

We’ve had incredible success stories. Some of the kids we’ve worked with have gone on to  academies, colleges, and even progressed to universities and semi-pro football teams. A talented player came through our program and featured in the Europa League for Chelsea Football Club. These accomplishments are why I started this journey.

But it’s not just about producing athletes. It’s about the ripple effect. When young people find a safe space, a place where they can focus and thrive, they develop life skills that go far beyond football. We tackle issues like antisocial behaviour, isolation, and the pressures of living on a low-income.

Football is the hook, but personal growth is the goal.

SL90 Football Foundation is now an entity in its own right. It has a growing reputation. But my journey didn’t start here. I’m a product of my experiences, and those experiences have shaped everything I do. From being a young person finding my way through football to becoming a mentor and guide for the next generation, I’ve always believed in the power of resilient communities.

Coin Street has been instrumental in helping us make this impact. Their belief in our vision and their support in providing the spaces for us to run our sessions has been crucial. With their partnership, we’ve been able to extend our reach, providing more opportunities for young people to thrive, whether that’s on the pitch, in the gym, or in life.

There’s no easy way to make change, but I’ve learned that by staying committed to what matters—providing opportunity, mentorship, and a safe space for growth—we can change the narrative for young people in our community. 

With Coin Street’s support, we continue to break barriers, creating a brighter future for generations to come.