KICKING OFF CHANGE IN KNOWSLEY

Joseph Stocks, from Halewood, has spent the last five years transforming his passion for sport and coaching into a force for good in Knowsley. Formerly employed at Jaguar Land Rover, he established Apollo Active North West in 2020. The Community Interest Company (CIC) harnesses the power of sport to create positive change. 

Apollo breaks the mould on sports training. Its focus is to bridge social gaps in the local community, upskill the next generation of sports coaches, and set the benchmark for sports engagement. Joseph, his team, and the people they work with are spearheading real change in one of the most deprived boroughs in the UK.

Harnessing the power of sport

Joseph’s passion for football and other sports, underpinned by his determination to create lasting change in Knowsley, inspired him to start the CIC. With a basis in grassroots football, Apollo offers far more than football on the pitch. By harnessing the power of sport, the CIC boosts employability skills and affects social change. 

Its flagship initiative is a free community sports programme that is open to all children and provides top-tier sports coaching.

Alongside this, Apollo’s ‘Coach the Coaches’ approach offers employability routes. Funded by Knowsley Council, the scheme delivers sessions to equip participants with the ability to coach and qualifications. Many go on to give back to their community by coaching at future camps and training sessions. The youths taking part develop, learn, and acquire new skills. 

The main focus is football, and more recently, American football. Other sports include tennis with Lawn Tennis Association coaches and a golf partnership with Bowring Park Golf Club. There is also an athletics programme running in primary schools called Funletics which gets children developing running, jumping and throwing skills all year round. The scheme, championed by hometown hero Katrina Johnson-Thompson, promotes health and confidence. 

‘De-institutionalising’ support

Joseph explains:

“More than 5000 young people aged 4-16 have been supported by Apollo. 

“Previous participants have gone on to paid employment or volunteering for football teams, school holiday camps, or sessions for adults and children with special educational needs (SEND). Two have gone on to enrol on community sport and health apprenticeships.

“A lot of our work is for detached youth, meaning it takes place where young people want to be rather than where they are told to be. And we’ve found many of them want to be on the football pitch or playing sports! 

“By ‘de-institutionalising’ support, we are encouraging youths off the street and reducing anti-social behaviour. All this happens by using sport to empower these – often disadvantaged – young people.“

Ten of the youths who once turned up at Apollo just to play football have progressed to become coaches. Each week, they assist in training the 25 junior football teams Apollo has helped to establish. Every Thursday evening, the teams and coaches are in action at Halewood Leisure Centre.

Home-grown talent

Joseph adds:

“It’s quite a sight to see more than 200 local youths occupying the pitches at Halewood, and satisfying to know that among the coaches is home-grown talent that has come via our youth-detached work and ‘Coach The Coaches’ approach. 

“It’s a perfect environment for community development because some of the young people turning up at the moment to be coached will ultimately go on to be coaches themselves!”

Apollo has helped local young people achieve FA coaching badges, Level 1 & 2 American Football qualifications, endorsements by England Golf and Level 2 and Level 3 Community Sports Leader qualifications.

Discovering potential

Finnan Crofton from Sefton is among the local Knowsley youth who have prospered under Apollo’s stewardship. He says:

“My time with Apollo has completely changed my life. Before I met them at the regular football sessions, I felt I didn’t have much direction. 

“Through their coaching, I discovered my own potential. The support and guidance I received from the Apollo team inspired me to progress to being a coach myself, and now I have the skills to help others. 

“It’s rewarding to see the youths I work with grow in the same way I did, and I owe it all to Apollo for believing in me and giving me the tools to succeed.”

Propelling forward

Apollo Sports now employs two full-time staff members, four part-time staff members, and many more coaches on a freelance and session basis. Alongside the full-time football officer, an army of more than 40 volunteers helps propel the CIC forward. 

Apollo initiatives and partnerships are set to empower a greater number of participants through sport in 2025. There will be an increased focus on SEND, diversity, and neurodiversity. Projects include a girls’ football programme and taster sessions for adults with disabilities and complex needs. The latter gives participants the opportunity to learn about the importance of a healthy lifestyle. 

Local football fans will also be keeping a keen eye on Apollo FC, which Joseph and his colleagues are at the helm of. The top-flight amateur team is set to benefit thanks to an investment from Knowsley Council. Plans are underway to use the money to upgrade the squad’s stadium. This sets the stage for them to progress into semi-professional football, a significant step towards joining the professional leagues. 

The stadium redevelopment will create short-term construction jobs, plus long-term employment opportunities in stadium management and other services, boosting prosperity for the local community. 

Whether you are a coach or athlete or want to become a volunteer, head over to Apollo’s Facebook page to learn more.