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Football General Manager & Scouting Course

Rugby Business Management Course

  • September 14 - November 9, 2015
  • Weekly Live Audio Chat: Tuesdays 7pm – 8pm London time (BST/GMT) 
  • Class size limited to 15 students

Become a Sports Agents Today!Learn from the experts how to manage Rugby teams at an international level, administer your countries domestic competitions, and oversee all rugby operations at the local or international level including rugby union, rugby league, and rugby sevens.

You do not need to relocate, this 8 week online course can be taken from anywhere in the world.

The Rugby Business Management Course is an 8 week online course that offers cutting edge theories on how to develop a career in professional rugby. The Rugby Business Management Course will cover issues including an analysis of the structure of world rugby, rugby club management, rugby team operations including ticket sales and sponsorship opportunities, match day operations, event management strategies, salary cap, and rugby agent rules and regulations.

This course is for you if you want to pursue a career with:

  • Rugby Union
  • Premiership
  • RFU Championship
  • Guiness Pro 12
  • French Top 14
  • Investec Super Rugby
  • Currie Cup  
  • NCAA Rugby
  • USA Rugby
  • USA Sevens Rugby 

Students will be able to apply the course to clubs operating at a professional, semi professional and amatuer level.


This course is for you if you want to pursue a career in the business of Rugby:

  • Professional and Amateur Rugby Administration
  • Amateur Rugby Club Administration
  • Rugby Schools and Camps
  • Stadium Operations
  • Team or Club Management
  • Player Management
  • Match Day Operations
  • Sports Marketing and commercial opportunities
  • How to run your own rugby club more efficiently
  • Media & Community Relations in Rugby
  • Rugby career advancement opportunities
  • Rugby Agent
  • Rugby Sponsorship
  • Rugby Event Management

Foundation of a business career in Rugby:
Those individuals with a passion for the game of rugby need insider knowledge on club operations, recruiting, player management and evaluation and the overall business side of rugby. If you want to further your career within the sport and administration of rugby you need to learn and be mentored by those successful in the game. This 8 week online course could be the foundation or the advancement of your exciting career in rugby. Whether you want to be the next Francis Baron, Clive Woodward, Philippe Saint’ Andre, Phil Thomson, Don Murray or Jo Maso or even John Hayes, there are skills and strategies that will accelerate your rugby career.

In the highly competitive sports industry, sports business skills, sports team experience, and networking are all critical components. SMWW is here to provide quiality sports career education, along with the skills that professional teams and sports business specifically crave. Every successful business has a success formula, and this is no different with rugby This course will teach you the successes and failures of the most successful rugby teams in the world.

Live Weekly Audio Chats with Instructor & Mentor:

(You will enjoy getting to know Rah Rah Rugby Managing Director Syd Douglas and SMWW President Dr. Lynn Lashbrook with occassional guest speakers during the live interactive weekly audio chats.)

 Instructors and Mentors:

Syd Douglas is the Managing Director of the world’s largest Rugby Player, Coach and Support Staff recruitment company, Rah Rah Rugby. Syd has been involved in rugby in almost every facet of the game. As a player, coach, and personally consulting in more than 40 countries around the world. Syd has extensive experience with various rugby competitions, the business side of rugby, and rugby human resources and marketing. Founded in 2003, the Rah Rah Rugby (RRR), recruitment team have successfully been working with the goals of the global rugby community for over a decade. Due to rapid growth and business success, the focus has increased to include rugby support staff, womens rugby recruitment and rugby league recruitment to make RRR the only rugby recruitment and marketing company on the planet. Rah Rah Rugby has an unprecedented client database of close to 100,000 members from around the globe made up of players, coaches, clubs and supporters from all levels of the game. RRR network includes over 3500 rugby clubs from over 50 rugby union and league nations.

Syd will share his knowledge of the rugby business world and give you the "what you know" and introduce you to the "who you know" to launch or advance your rugby business career to the next level.
After you read more about Rah Rah Rugby, be sure to read about Syd's support of women in rugby at Women's Rugby Recruitment.

Dave Lowe
Dave is the St. Helens Rugby Football Club Digital Marketing and Membership Manager. The Saints, 12 time league and cup champions of Rugby League, are now at home in the new 18,000 capacity Langtree Park Rugby League Stadium. Dave, has a savvy focus on developing ticketing and membership strategy while specializing in digital marketing. He has catapulted the club to achieve record season ticket sales and increase average attendance levels in the new stadium. Dave contributes to social media strategies, e-commerce, match day hospitality, and currently manages aspects of match day operations including ticketing and customer relationship management.

Dave has been a tried and true consultant in marketing over the past 15 years including clubs in the English Premier League, Rugby League's Super League, and the Rugby Expo, the world's leading rugby convention. Dave started his sports marketing career with an internship in the English Premier League with Bolton Wanderers and is excited to help you achieve your career goals on the business side of rugby. David has a Masters in Sports Management from the University of Central Lancashire. He wants to share his hard earned knowledge to get you on the fast track to a successful career you have a passion for.

Dr. Lynn Lashbrook
, President and Founder of SMWW, has over forty years of combined experience as an educator, coach, athletic administrator and as a registered agent.  Dr. Lashbrook manages the SMWW Agency representing over 200 Agents and hundreds of athletes worldwide. Dr. Lashbrook has hand on experience and active interaction with team Manager's, scouts, major endorsements, first round contracts, salary cap requirements, and all SMWW Sports Agency activities. Because he is still in the industry, his teaching is up-to-the-minute and addresses the issues in professional sports today. Dr. Lashbrook emphasizes integrity and ethics in his curriculum and weekly interactive audio chats. He will personally help you strategize a career path. You will love his motivational style and passion to improve sports management industry.

Read more about Dr. Lynn Lashbrook.

Possible Guest Speakers (based on class size and rugby schedules)

Eddie Jones is one of the world’s most successful rugby coaches. Eddie Jones coached the ACT Brumbies to their first ever Super 12 title in 2001 and was subsequently appointed as head coach of the Australian national rugby union team, the Wallabies. He took Australia to the final of the 2003 Rugby World Cup falling one match short losing to England in the final match. Jones was the technical adviser of the Springboks for the Rugby World Cup in France. Jones was credited as the brain behind the success of the South African Springboks side, which he helped lead to a 2007 World Cup Victory in France. Since the World Cup Jones was appointed as coaching director of Saracens F.C. in England and as an advisor to Suntory Sungoliath in Japan. Most recently he was named head coach of the Japan national rugby union team.

Grant "Batts" Batty played for the All Blacks between 1972-77, scoring 180 points and taking out the New Zealand's prestigious "Superstar" sports award 3 years running. His biography written by Bob Howitt was voted No. 1 for Best Rugby Biography.  In 1973, Batts played a vital role in the 'Greatest game of rugby ever played' when The All Blacks were narrowly defeated by a star studded Barbarians side 23-11 in Cardiff, Wales. Now residing in Australia, Batts has been heavily involved with the development of many top international players and coaches for the better part of 20 years. Grant is the former Head Coach of Yamaha (Japan), two leading Queensland Premier Clubs, Australian U/19 and Backs Coach of the Queensland Reds.

Ben McGahan, Super Rugby championship-winning and Rugby World Cup Performance Analyst has worked extensively with some of world Rugby’s bestcoaches. McGahan has spent the past 11 years working with prolific and successful coaches Ewen McKenzie, Eddie Jones, Jeff Miller and Phil Mooney and is now regarded as one of Australian Rugby’s best Performance Analysts. McGahan enjoyed immediate success during his tenure with Australia’s Wallabies from 2002-2004 and was a member of Australia’s 2003 Rugby World Cup. McGahan followed as the Queensland Reds Analyst for eight seasons between 2004-2011. While McGahan now operates as Queensland Rugby’s Technology Manager, his expertise remains highly sought after with McGahan offering Video Performance Analysis consultancy work to clubs in both Australia and in Japan. McGahan is an expert across the majority of internationally recognised analysis software, including Fairplay, SportsCode, Dartfish and Verusco.

Abe Kerr
Abe Kerr
is the Managing Director of Tri Line Sports, a rugby management and marketing agency. Prior to founding his agency, Abe worked on the Centenary World Cup, the Halifax Student World Cup, the Oldham Bears, Sale Sharks, London Broncos, Bedford Blues, and Hemel Hempstead. Abe has personally recruited and/or managed over 70 leading rugby players. His work includes club negotiations, commercial work, image rights, and sponsorships.Visit www.Trilinesports.co.uk 


What you will learn:

  • Revenue-raising and new business activities within rugby clubs
  • An understanding of the organisation of international rugby (Union & League)
  • How the executive and commercial side of professional rugby clubs operate
  • Revenue streams for professional and amateur rugby clubs
  •  Fundraising and new business ideas within rugby
  • Social Media
  • Rugby sponsorship strategies
  • Stadium and match day operations
  • Connecting with the rugby fan base
  • Rugby digital video editing and analysis tools used at the highest levels
  • The role and impact of agents in rugby union and league
  • Recruiting, player evaluation, player ratings and in-depth player analysis
  • Relationships between rugby in England, Ireland, Scotland, France, Australia, Argentina, South Africa , New Zealand, Fiji, Tonga, Samoa, Wales, Italy, Canada, USA, and Japan
  • Contract Negotiations, player trades 
  • Stadium and Match day operations
  • Rugby development academies and Performance of Excellence Schools
  • Responsibilities of the CEO, management and administration of a rugby club
  • Handling public relations & media rights
  • Acquiring and servicing commercial partners and endorsements within Rugby
  • Advertising strategies
  • Event management
  • Rugby Promotions & Marketing
  • Strategic communications and publicity
  • Rugby Agent Rules and Regulations

The rugby blueprint for winning is applied across all stadiums Worldwide, whether it's the Millennium Stadium, Twickenham, Chichibunomiya, Stade de France, Ericsson Stadium, Lansdowne Road, Murray field, Stadio Flaminio, Stade Vélodrome, or Telstra Stadium. This 8 week online course will teach you techniques and tools which are needed to advance rugby careers and assist you in rugby job placement.

Course Details

Weekly Audio Chats - A unique aspect of each 8 week course is the opportunity for students to participate in weekly live interactive audio chats with fellow students, Dr. Lashbrook, Syd Douglas and well known rugby guest speakers. This is a tremendous opportunity to learn from your course facilitators. In addition, the chats will allow you to network within the international Rugby industry and build lasting relationships with your course facilitators and fellow students. If you are unable to attend the chats they are recorded and archived and you can listen to them at a more convienient time.

Online Education - This innovative academic course is facilitated through a web-based educational delivery system. You will enjoy the live audio chats in addition to the online discussion boards, weekly readings, weekly quizzes, course project, and the interaction amonst fellow sports business minded students and faculty. The course content is the foundation of a successful career on the business side of professional rugby!

Global Participation - SMWW students participate from over 125 countries. Courses have a international influence and instructors will cater assignments to specific countries or leagues. Countries with economic challenges are eligible for economic dicounts.

Earn University Credit: Most participants are not university students. Most participants are working full time in a variety of careers including many in sports from all over the world. (Many wish they had taken this course in college!) For those of you who are in college and would like transferable credits (graduate or undergraduate) to your school, two-three hours of college credit is available. European transfer credits may be available.  Click here for more information.

Military Discount - For those individuals who represent their country in military service we offer a discount. Please contact info@smww.com if you are active, reserve, or a retired member of your countries military system. Thank you for serving your country! (Please include what country and specific part of the military.)

Sports Career Conferences - throughout the year, Sports Management Worldwide hosts Sports Career Conferences at a variety of sporting events. These are fabulous networking events that put SMWW Alumni in the heart of the action. Opportunities to network with executives at all levels of sport are facilitated. Visit SMWW Sports Career Conferences to learn more.


The ideal course for the following individuals:
  • Anyone who has a passion for rugby
  • Anyone who's passionate about a career in sports management
  • Anyone who wants to learn about the sports business industry, while keeping current employment
  • Those with other commitments for whom on-line education fits their schedule
  • Those who seek a way to break into the competitive world of the business of sports
  • College students who want to gain insight not offered on college campuses
  • College students who need to obtain college credit

Working in Rugby

Our goal is to see all Rugby Business Management graduates gainfully employed in rugby. Your chances of accepting an offer of employment within rugby will improve by going through the program. SMWW will customize a rugby job search strategy specifically tailored to your career goals.

Through our extensive network of professional rugby teams and organizations worldwide, our objective is to prepare you for when the right job opportunities become available. Numerous people that have gone through our programs are now employed in great positions and more will do the same. We want to help you launch your rugby career and help you find a position where you can be the most successful and satisfied.

Course Certificate & Resume Reference:

Successful graduates of the Sports Management Worldwide courses will be sent a SMWW Certificate of Accomplishment. This certificate represents not only your achievements in the course but also demonstrates your personal commitment to self-improvement and ability to "self train" yourself for higher positions within the sports business industry.

In addition to your certificate, you will be given the stamp of approval by SMWW. This approval includes a personal reference you may add to your resume with contact information for Dr. Lynn Lashbrook and a reference to the mentors of this course.

Become a Sports Agents Today!

Apply Now - Free

Cost: $995(includes all course textbooks, headset, microphone and access to web based classroom. Shipping additional.)

Payment plans available (as little as $350 a month).

See if you are eligible for an economic discount based on your country of residence.

Length: 8 Weeks; "Live" audio online chats weekly with renowned instructors!
Prerequisites: Must be 18 or older to participate and have a passion for sports
Payment: Visa, MasterCard, American Express, Discover, Enroute, JCB, Diner's Club

(In the UK: 087 12884799)

Register Now


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Sports Management Worldwide would like to invite you to join us at one or all of our SMWW Career Conferences. These events are held during major sporting events so that you can experience the heart of the action. These seminars provide an invaluable opportunity to learn about numerous sports jobs and network with professionals currently working at the highest level of sports. Head coaches, GMs, Directors of Player Personnel and Scouting, ESPN writers, experienced sports agents, former professional athletes and many others will be in attendance. Join industry leaders to discuss and debate the latest challenges facing the business of sports. For anyone that is looking to work in sports, you can't miss this opportunity to meet and learn from sports executives and the SMWW staff, all in the atmosphere of a sporting event you have always dreamed of participating. One college credit is available per conference attended. (Excluding Toronto, Canada Prime Time Conference)




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