About Me

Building champions on the field, in business, and in life.

Dean Whittingslow - CoachWhitt

Dean Whittingslow

Head Coach, Team GB Women's Flag Football
Personal Trainer | Business Leader

European Gold Medalist. Managing Director. Husband and father of two. I've spent my life building champions — on the field, in business, and in everyday life.

My Mission Is To Help You Win

Whether "winning" means stepping onto the podium, hitting a new personal best, or finally finding a sustainable balance between your health and your demanding career, my job is to give you the roadmap and the mindset to get there.

My journey has been forged in the highest-pressure environments, both in sport and in business. As the Head Coach for the Great Britain Women's American Flag Football team, I've led our nation's best to the top of the podium, securing a European Gold Medal in 2023 and a Silver in 2019. I know what it takes to build a championship team, to stay calm and strategic when the pressure is on, and to make the critical decisions that turn effort into victory.

But I'm not just a coach. I'm a business leader who has managed high-performing teams, and I'm a husband and father who understands the daily juggle of a busy life. I know that the principles of discipline, strategy, and resilience that create world-class athletes are the same principles that build a successful career and a fulfilling life.

My coaching philosophy is built on a foundation of friendly, encouraging, and candid support. I'll be your biggest cheerleader, but I'll also be the one to tell you what you need to hear, not just what you want to hear. Real improvement requires honesty, and I'm here to provide it with empathy and a clear plan for your success.

With qualifications in personal training, and a Level 4 certification in nutrition for weight management and athletic performance, I have the technical expertise to back up the strategy.

Together, we'll take the lessons I've learned from a lifetime of competing and coaching at the highest level and apply them to your unique goals. It's time to stop guessing and start winning.

Experience & Credentials

🏆 Coaching & Fitness

  • Level 4 - Nutrition For Weight Management and Athletic Performance
  • Level 3 - Personal Trainer
  • Level 2 - Gym Instructor
  • Team GB Women's Flag Football Head Coach (2019-2024)
    • European Championship Gold Medalist (2023)
    • European Championship Silver Medalist (2019)
    • World Games Qualified (2025)
  • Team GB Men's Flag Football Player & Captain (2013-2017)
    • European Championship Bronze Medalist (2017)
  • Mental Health First Aid (St John Ambulance)

💼 Business & Leadership

  • Managing Director & Turnaround Specialist (2024-2025)
    • Reversed what was £14M in losses over the previous three years, to a break-even performance in a six month turnaround
    • Boosted On-Time-In-Full performance from 40% to 90% in three months
    • Led operational, financial, and cultural transformation
  • 19 Years in Manufacturing Leadership
    • Mechanical Engineer → Managing Director progression
    • Managed £100M+ in annual commercial operations
    • Built AS9100 & ISO14001 compliant systems from the ground up
  • Director of Flag Football, Sheffield Giants (2014-2018)
    • Built club from 0 to 40-50 active members
    • Multiple national finals appearances
  • Lean Six Sigma Green Belt - Process improvement certified
  • PRINCE2 Certified Practitioner - Project management expertise

The Story: 2023 European Championship Final

Team GB Women's Flag Football - 2023 European Championship

Limerick, Ireland. 2023. Team GB Women vs. Spain. European Championship Final.

We'd waited four years for this moment. In 2019, Spain beat us in the final. It hurt. Then COVID shut down the world. Internal politics nearly tore the programme apart. Funding dried up. The team had every reason to give up.

But we didn't.

We rebuilt. We adapted. We kept training (appropriately) through lockdowns, uncertainty, and chaos. And in 2023, we were back on that field, facing Spain again.

The game wasn't going to plan. Our offence was clicking, but Spain's key player was unstoppable for our defence. Emotions were high. The sideline was tense. At halftime, the team was rattled.

I had a choice: panic or adapt.

I pulled the defence aside. Made one small, strategic adjustment to our play-calling. Spoke calmly. Reinforced the game plan. No shouting. No panic. Just clarity.

That composure trickled down. The team settled. They executed.

Second half, our defence started making stops. The momentum shifted. And as the ball flew through the air on the final play, we stopped them.

Final score: 26-19. European Champions.

The lesson? Winning isn't about avoiding pressure. It's about staying composed when everyone else is losing their head. That's what elite performance looks like. And that's what I teach.

Why Choose CoachWhitt?

I've Been There

I've coached at the highest level. I've led businesses through turnarounds worth millions. I've trained early mornings with two young kids asleep upstairs. I understand your life because I live it too.

No Cookie-Cutter Plans

I don't do generic programmes. Your plan is built for you — your goals, your schedule, your equipment, your life. What works for someone else won't work for you, and I get that.

Honest Feedback

I'll tell you what you need to hear, not what you want to hear. If you're not ready for candid coaching, I'm not your coach. But if you want real results, let's talk.

Elite Mindset, Everyday Life

The strategies that won championships work for everyday goals too. Discipline. Consistency. Strategic thinking. These aren't just for elite athletes — they're for anyone willing to do the work.

Ready to Start Your Journey?

Let's have an honest conversation about your goals and how I can help you achieve them.

Book Your Free Discovery Call