Five years ago, set-piece coach was a job nobody admitted to having. Today it's one of the most sought-after roles in the game.
The numbers don't lie
Roughly a third of all goals scored in the top five European leagues this season have come from a dead-ball situation. Corners, free-kicks, throw-ins - the margins matter. And the teams that take these moments seriously are pulling away from those that don't.
What makes a great set-piece coach?
It's part choreography, part data analysis and part psychology. A good set-piece coach knows which defender is weak in the air, which routine confuses zonal markers, and which player on their own team is brave enough to attack the front post in a 92nd-minute corner.
The future
Several Premier League clubs are now hiring set-piece coaches on six-figure salaries. Expect the trend to spread to the Championship and beyond inside two seasons.