Tony Strudwick On Why Connection Matters More Than Data

Modern coaching is awash with technology. GPS vests, heart-rate monitors, and endless spreadsheets promise to measure every detail of performance. Tony Strudwick knows what it takes to succeed at the very highest level. As Head of Performance at Manchester United during one of the club’s most successful eras in the Premier League, he worked alongside Sir Alex Ferguson and some of the game’s greatest players. In an age where technology dominates the conversation, Strudwick insists that the true foundation of high performance is human connection. Tony came on the MSC Podcast in 2019 and his mantra was clear: “High touch before high tech.”

What “High Touch” Really Means

“High touch” is about building human connection before relying on technology. It’s the coach who asks, “How are you today?” and genuinely listens. It’s knowing a player’s family, their interests, and what makes them tick.

Strudwick put it simply:

“Connecting is not just about talking football all the time. It’s about understanding your athlete, knowing their issues, knowing their children’s names, having a chat.”

This approach was central to Sir Alex Ferguson’s leadership style. According to Strudwick:

“His coaching style was very much relationship-based… everybody felt a part of the organization. That’s true leadership—you empower people to step up to the plate and deliver.”

The Risk of “High Tech First”

Strudwick warned against an over-reliance on data-driven methods that strip away personal interaction.

“What we’ve had in the last five or ten years is this influx of really bright practitioners who are great on spreadsheets, great with data, but they don’t necessarily have the ability to connect with athletes or coaches.”

He was clear about the danger of this imbalance:

“Low touch, high technology just does not work. You’re not creating a connection with the athlete.”

Athletes don’t want an iPad pushed in their face as soon as they arrive at training. They want to feel seen and valued as people first.

Finding the Balance

Strudwick is not anti-technology. He embraces it—when used correctly.

“I love technology and I love where it’s going. The really successful models are high touch and high technology. But you can’t have low touch and high technology.”

The balance lies in using data to support, not replace, relationships. Trust must come before feedback. Once players feel cared for, they’re far more receptive to information—whether it’s tactical advice or performance metrics.

Lessons for Coaches

• Start with people. Ask questions, build rapport, and connect beyond football.

• Trust first, data second. Feedback only sticks when relationships are strong.

• Use tech as a support tool. Let data enhance coaching, not dominate it.

• Consistency matters. Strudwick emphasized: “There are no grey areas—everyone must understand the expectations, every day.”

  
  

Final Thoughts

“High touch before high tech” is more than a catchy phrase—it’s a reminder that football is, above all, a people business. As Strudwick reflected:

“There’s so much value in asking a human being, ‘How you doing today?’ Sometimes likability trumps ability.”

Technology can measure performance, but connection inspires it. The best coaches are those who never forget that the heart of coaching is human.

You can listen to the full podcast interview below: