King Performance Ideology (KPI) today announces an updated approach to how it works with professional athletes, reaffirming its commitment to athlete-first care while still championing collaboration with clubs wherever possible. This update reflects an evolution of KPI’s stance, shaped by the realities athletes face in today’s game.
For the past year, KPI has tried to implement a strict requirement to speak with a player’s club before beginning any support. This policy came from a place of transparency, shared responsibility and a genuine belief that aligned communication benefits everyone – especially the athlete.
However, the reality across the professional game is increasingly clear: the team sport environment makes it difficult for athletes to receive the individualised support they need, a situation that is understandably hard for practitioners to overcome with stretched resources and limited time available. Players often want additional help but are left waiting despite our best efforts to establish a relationship with the club, and in some cases, clubs have discouraged athletes from seeking specialist support altogether, even when they are unable to offer equivalent levels of individualised care internally.
At the same time, KPI has consistently demonstrated strong, measurable results with athletes who are playing regularly at professional and non-professional levels while working with KPI alongside their club commitments. The organisation’s track record shows that specialist intervention can enhance player robustness, accelerate development and support long-term performance – always on a case-by-case basis, and always with the athlete’s best interests at the centre.
Founder Tom King explains:
“Our priority has always been the athlete. If a player is taking responsibility for their development and actively wants to go the extra mile, it shouldn’t be made difficult for them. We believe they deserve access to the right support at the right time. This update ensures that athletes are never left without support simply due to administrative delays or communication barriers.”
KPI emphasises that collaboration with clubs remains a core value, and clubs will always be invited into open communication. But this is no longer a barrier to beginning work. All external work will continue to align with club schedules and each athlete’s physical status, regardless of the level of collaboration KPI receives.
Tom continues:
“We will always encourage athletes to keep their clubs informed, and we welcome club engagement at any stage. But ultimately, it’s for the athlete to notify their club, and for the club to respond. We are no longer going to prevent an athlete from receiving appropriate support simply because the initial conversation hasn’t happened yet.”
While many practitioners already work directly with athletes without club contact, KPI will continue to uphold a higher standard of transparency, governance and care throughout the process.
With immediate effect:
- KPI will begin working with athletes as soon as the athlete wishes to proceed.
- Clubs will continue to be invited into the process from day one, with full transparency.
- KPI will maintain its comprehensive governance, documentation and duty of care for every athlete.
- Collaboration with clubs is still encouraged and valued, but it will no longer be a prerequisite for starting support.
This refined stance reflects the realities of the modern performance landscape and ensures athletes are not held back by avoidable delays.
KPI remains committed to delivering the highest level of individualised, long-term care – and to supporting athletes who are willing to take ownership of their development.
