Abstract Aim:

The aim of this study was to identify the strategies adopted in a football club to support coaches' development.

Methods:

Eight coaches and four technical coordinators from a Brazilian elite club participated. After transcribing data from semi-structured interviews with coaches and technical coordinators, they were analyzed using the QSR Nvivo 9.2 software.

Results:

Three support schemes and their respective pillars of action were identified: a) Mentoring and meeting - Assistance among coaches, discussions with coaching staff, and free theme meetings; b) Incentive for continuing education; c) Club Pillars - Club goals, continuity of coaches, evaluation of coaches.

Conclusion:

Data allowed us to identify the important contributions of this Club in continued ongoing coach development. Moreover, we may characterize the Club as an authentic learning organization due to the promotion of a safe work environment that stimulates coaches' engagement in the Club's organizational culture and enables adequate communication and the constant update through courses and meetings.