Women`s elite football is in a transitional phase where coaches and players are increasingly offered professional contracts. The current study examined the stories of coaches currently operating in a women`s football academy in England to understand whether and how the professionalization of women`s football has influenced their coaching philosophy. Narrative interviews with 10 coaches (aged 23-60 years, two women) were carried out and analyzed using thematic narrative analysis. Observational data were also obtained while the authors were immersed within the environment. Two high-order themes were identified: (a) the coaches adapted their philosophy to meet the new needs of professionalization and (b) there were novel moral challenges surrounding the coaches` approach to a dual career. The findings illustrated that the individuals developed a coaching philosophy that was adapted according to the coaching environment, which was largely informed from their previous experiences in men`s football. Player`s stories highlighted conflicting expectations surrounding dual careers.
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