The road to working in sport isn’t always a straight one. Many people in the industry didn’t follow the traditional route of sports management degrees or club internships. Instead, they carved out their own paths, often bringing in unique skills from other fields.

This blog kicks off a mini-series exploring these unconventional journeys. In this series, we’re sharing real stories from people who found their way into sport through unexpected routes. First up, we hear directly from Will Follis, Senior Client Service Analyst at YouGov Sport.

From studying psychology to securing a role at YouGov Sport, Will’s journey is proof that there’s no single formula for success in this field. Here’s his story:

The Dream That Changed

Like most football-loving kids in the UK, I grew up wanting to be a professional footballer. I played semi-seriously until I was 16, but at that point, I had to be honest with myself, I wasn’t going to make it as a pro.

What I did know was that I wanted to work in sport. The problem was, I had no clue what that actually meant or how to get there.

To stay involved, I started coaching. I earned my FA Level Two Certificate at 17 and coached local kids’ teams while focusing on my studies. I went to the University of Liverpool to study Psychology and then specialised in Sport Psychology with a master’s at Liverpool John Moores University. As part of that, I secured a placement at a professional football club, which should have been a huge step forward in my career.

Then the pandemic hit, and that opportunity disappeared.

 

The PhD Gamble and Reality Check

At that point, I knew I wanted to be involved in top-level sport, but I wasn’t sure how. I was really enjoying my studies, so I started considering a PhD. I also had a long-term plan in mind one day, I wanted to set up my own business based on my research.

I spent a year applying for PhD studentships, but after countless rejections, I ended up self-funding a part-time PhD while working full-time in investment management. I told myself it was a step towards where I wanted to be.

It wasn’t.

The first year of my PhD was miserable. I was working five days a week in a job that didn’t stimulate me, just so I could work on my research in my spare time. I still loved sport, and I was passionate about my research, but I couldn’t see how it would get me into football in the short term. More importantly, I wasn’t enjoying it.

I had to be realistic. I wanted to work in football, and I wanted to enjoy what I was doing. So, I made the tough decision to withdraw from my PhD and focus on finding a career that actually excited me.

 

The Struggle to Break Into Sport

At this point, I knew a few things.

I knew I wanted to work in football. I knew I loved research, data, and insights. But I didn’t know if or how those things could combine into a career.

For a year, I struggled to find the right role. I wasn’t particularly employable, so I ended up working in two industries that weren’t remotely related to sport, one in beauty tech (where I learned way more about hair straighteners than I ever needed to) and one in market research.

Neither was what I wanted to do long-term, but both helped me develop valuable skills in research, analysis, and data-driven insights. More importantly, they made me realise that I needed a proper plan.

So, I took a different approach.

• I looked at people in the roles I wanted to be in and studied how they got there
• I identified the key skills and experience I needed
• I took online courses to fill my knowledge gaps
• I reached out to people in the industry for advice

Eventually all that hard work paid off and I ended up at Yougov Sport.

 

Why the Non-Linear Path Was Worth It

Looking back, I wouldn’t change a thing. The jobs I didn’t enjoy, the long hours, the moments of doubt. They all helped me appreciate where I am now.

Every day, I get to analyse football data and uncover key insights, work with some of the biggest football brands, and contribute to strategic decisions in sport. It’s a role that challenges me and keeps me engaged. I’ve even developed a newfound love for the more technical side of football, from finance and law to broadcast rights and commercial strategy.

 

My Advice for Anyone Trying to Break Into Sport

✔️ Be patient. It’s a competitive industry, and the right job won’t come overnight.

✔️ Stay proactive. Take online courses, network, and keep learning.

✔️ Don’t fear detours. Every job teaches you something useful, even if it’s not in sport.

✔️ Follow your passion. When you work in an area that excites you, it makes the hard work feel worth it.

Breaking into the sports industry isn’t easy, but if you’re willing to put in the time and effort, it’s absolutely possible. My journey wasn’t a straight line, but in the end, it got me exactly where I needed to be.