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About Us


ESM was established in 2004 with the ambition of bringing high-quality sports coaching to the youth of the Middle East at premium sports facilities. Today ESM is the UAE’s leading sports services provider for youth, delivering coaching to over 10,000 children a week across 200+ facilities. 

It's Just Football

It’s Just Football is one of UAE's leading youth football coaching company operating at some of the world’s best facilities. IJF is one of only a few companies worldwide and the only company in the Middle East to conduct English FA coach education courses outside of England.

It's Just Cricket

It’s Just Cricket is a seamless platform which seeds and nurtures talent in players of all ages at a grass-roots level and develops them right through to the professional level, with the support of our technical expertise and pathway partners. It's Just Cricket creates a platform for players to continue their development as a professional cricketer. It gives the budding cricketers opportunities to play and train at the highest level which gives them exposure at some of the world’s best cricket institutes.


ESM Academies has been a market leader for over a decade and has a fantastic track record. Year-on-year, ESM achieves results by delivering world-class coaching, in safe and secure environments. We are proud to deliver a development pathway and curriculum that is robust but is continuously being improved and built upon. 

ESM Academies have won the prestigious Sports Industry Awards (SPIA) in 2013, 2016 and 2017 for ‘Best Youth Sports Academy’, ‘Best Youth Sports Organization’ and ‘Best Amateur Sports Event’. 

We have achieved this by being committed to delivering engaging and stimulating activities within a safe and positive environment. Our team of certified professionals work hard to ensure that each of our venues is a positive, active, happy place for youth, parents and staff alike.


Our vision is to develop academies which provide clear performance development pathways for their members.  Our goal is to promote an active lifestyle, good sportsmanship and a positive attitude to teammates and opponents. Our mission is to gain entry for players into as many professional academies and US collegiate programs as possible with many achievements realized in 2017 as well as providing a fun and social program for recreational athletes. 

However, it is important to point out that our academies, events and facilities are not only aimed at the ‘top athletes’ – we believe sport should be a part of all children’s lives, whether or not they have a career in sport ahead of them. Our recreational programs are dedicated to developing a passion for sport, health and an active lifestyle for all youth, irrespective of their age or ability


We are also big believers that a truly outstanding athlete is based on far more than results. ESM fosters a community spirit amongst athletes, families, coaches, venues and partner academies. We also offer value-added offerings such a video analysis, technological analysis coaching, strength and conditioning coaching, sportsmanship and etiquette lessons and much more, to ensure we produce well-rounded athletes. We pride ourselves on developing young sportsmen and sportswomen who have a passion for an active lifestyle, thrive as part of a team and who make friends for life.



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