About Hulley Performance
- UEFA qualified coaches
- Dubai, UAE
- Ages 5+
Hulley Performance delivers Group Development sessions, 1 to 1 development sessions and online mentorship programmes. Our belief is simple: developing people first, players second.
Meet our Founder
Ethan Hulley
- UEFA Licensed Coach
- Founder and mentor
Ethan is a UEFA licensed coach who has spent 6+ years working with footballers across three continents: Canada, the UK and the UAE. After playing for Leicester City's youth academy, going on a scholarship in Canada and scoring 30+ goals from midfield in semi-professional football in the UK, he relocated to Dubai to build something bigger.
- 6+
- years coaching
- 3
- continents
- 30+
- goals from midfield
- UEFA
- licensed coaches
“I started Hulley Performance because I want to give back to younger players something that I wish I had as a youngster, more personalised support from players ahead of me. As someone who tries to live his life as an act of service to God, it's imperative I bring that positivity and care to all of our coaches, players & parents. This is where our coaching Philosophy of a people centred approach in our delivery comes from. Build the person & characteristics needed to perform and execute actions & tasks on a high level, a quality player will form and one that is a class act both on & off the field.”
The coaching team
Meet our coaches
UEFA A Licensed Coach
Jamie Ward
Jamie has competed at the highest levels of football, including the 2016 Euros, competing with the likes of Cristiano Ronaldo.
Since retiring from his professional playing career he has taken on managerial roles in the UK and is now the first team manager of Phoenix United in the UAE 3rd Division.
UEFA C Qualified Coach
Shawn Chacko
Shawn is a 26 year old professional footballer for Dubai Irish FC in the UAE 3rd Division. Coming from the USA, he brings a deep understanding of the US college and scholarship routes, as well as vast coaching experience from his global playing and coaching journey.
UEFA B Qualified Coach
David Titov
David came through the ranks at Brentford FC and featured with the first team when Thomas Frank was the manager. On his football journey he has played professionally in Norway, England and now the UAE.
He is now the captain of UAE 2nd Division club Rima Al Sarha after winning promotion with them in the 2025/26 season.
With 4 years of coaching experience, he combines his elite playing experience with a passion for coaching to deliver results on the pitch that our players find hard to believe.
Ethan's journey
Leicester to Dubai
Leicester
1 / 4
- 1
Leicester
Leicester City academy
Youth academy football between the ages of 12 and 15.
- 2
Canada
University scholarship
Played football in Canada on a university scholarship.
- 3
United Kingdom
Semi-professional football
30+ goals from midfield, a Nottinghamshire Cup win and an FA Cup goal.
- 4
Dubai
Hulley Performance
Coached in the Dubai academy set-up, then founded Hulley Performance in 2026.
Ethan's credentials
Played it. Coached it.
UEFA Licensed Coach
Professional coaching qualification
Leicester City
Youth academy, aged 12–15
University scholarship
Played football in Canada
Nottinghamshire Cup winner
FA Cup goal scorer
30+ goals from midfield
UK semi-professional football
Dubai academy set-up
Coached within it
Camps and showcases
Pre-season camps and showcases run internationally
Canada, UK and UAE
Coached across three continents
Track record
Players Hulley Performance has coached
- 1
United Kingdom
UK professional players
Professional players across the English football pyramid. Technical, tactical and psychological development delivered through private 1-to-1 coaching during Ethan's time in the UK.
- 2
United Arab Emirates
UAE professional players
Several professional players based in Dubai and the wider UAE receiving ongoing 1-to-1 private coaching and mentorship support from Ethan on the ground.
- 3
UAE, Canada and UK
Emerging talents
A growing group of emerging talents across three countries. Players at academy, semi-professional and scholarship level working with Ethan to break into the professional game.