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Lars Friis discusses his ‘unique’ opportunity at Jersey Road

Bees new Individual Development Coach speaks for the first time after joining

10 January 2018

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Lars Friis is targeting both short and long-term results as he takes up his role as Brentford’s new Individual Development Coach based at Jersey Road. The experienced Danish coach left a first-team role with Danish Superliga side Aarhus Gymnastikforening, better known as AGF, last week to join The Bees coaching team. Lars’ role will see him work between the first-team and B Team and he started by explaining exactly what he sees his job entailing.

Speaking to iFollow Brentford about his new position, Lars said: “It is a quite unique one. The aim of the job is to take part of the individual training for the young ones who need to take the next step or settle in with the first-team. I will plan and structure, day in day out, with daily training sessions on and off the pitch. I need to take care of them and have chats with them to try and reach the dream together with them. I have short and long-term targets. We have players already playing at the first-team level, Saturday after Saturday, but they are still young. They are closer to being there but then you also have young guns who are further away from the first-team. You will see some of them, like Chris Mepham, going straight into the first-team and playing as he is now and you’ll also see players working hard on the pitch for the future.”

Lars has more than 20 years’ experience in football coaching and holds a UEFA Pro license, the highest qualification available. The 41-year-old helped to set up the Academy at FC Midtjylland in the late 1990’s and also had a spell with the Danish FA before joining AGF in 2015. Thanks his time with FCM, Lars already knows much of the Brentford hierarchy and is looking forward to getting to grips with his new role.

“I know a lot about the club because I used to work with FC Midtjylland and would co-operate with the guys over here,” admitted Lars. “I know many of the players and also know Rasmus Ankersen, Phil Giles, Robert Rowan, and Thomas Frank. I was quite involved but there are obviously a lot of new things once you are involved here. It is a good club. What I like with Brentford is that they try to create their own footsteps. They don’t do it like everyone else, they try to make their own way. I am really looking forward to being a part of that.”

Lars began his role last Thursday and has had just under a week to get to know the club better. Working with staff from both the first-team and B Team what has impressed Lars the most so far has been the openness and honesty which goes all the way through the Jersey Road training set-up.  

“It has been very good,” said Lars. “From meeting people on my first day I could tell it was a family club. We are good to each other, take care of each other, but also demand from each other. There are a lot of values in the club but they are not just words. You need to be honest, you need to work hard, and you need to be kind to each other. I really like it here and I’m sure I will feel confident here. The main focus is on the whole human being. That is so important for the young ones to take the next step. It is not only on the pitch but off the pitch too. I like to work with people and I like to work with players and I believe in developing the whole human being.”

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