Every brand has its moment of origin, a spark that transforms a simple idea into something much bigger. For Football Flick, that spark ignited back in 2011. It didn’t begin on a pitch filled with fans, but in humble backyards and local streets where young players chased their dreams with nothing more than a ball and pure passion.
In March 2011, co-founders Gareth Hodskinson and Stuart Wallace, two dads from the North-West of England, launched their first creation, the Urban Skills Trainer. As parents themselves, they wanted to create something that could aid their own football-mad kids in their training at home. It was born from a belief that football development deserved more than guesswork drills or random exercises. The idea was to invent a tool that could help players train and perfect their skills at home independently.
Football Flick’s first product delivered just that, focusing on improving core skills like control, passing, touch, volleying and technique with a scientifically validated approach that, even to this day, remains unrivalled.
“We went through hundreds of design ideas and several samples, experimenting with materials before we finally landed on the final design for the Urban Skills Trainer.’ Stuart Wallace
Football Flick’s first product delivered just that, focusing on improving core skills like control, passing, touch, volleying and technique with a scientifically validated approach that, even to this day, remains unrivalled.
“We wanted to create a tool that children would love using and have fun with but also improve and aid in the development of their skills.” Gareth Hodskinson
Elite coaches and world-class freestylers, like John Farnworth, began showcasing its possibilities, elevating it beyond a simple training tool.
In 2015, independent scientific validation from the University of Lancashire proved what the founders had always believed: using the Urban Skills Trainer significantly improved key performance skills. This milestone gave players, parents and coaches confidence in a product that was more than equipment; it was a development tool.
As the years progressed, so did Football Flick’s ambition. New products like the Urban Return Ball and Urban Target Goal expanded the range. In 2016, a partnership with Manchester City Etihad Academy brought Football Flick into elite development environments, where tomorrow’s stars could train with the same tools players used in back gardens around the world.
For the first time in football, there was a product that professionals could trust to improve skills and parents could trust their kids to have fun with at home. This has since been everything Football Flick is about.
The Philosophy Behind the Urban Range
The purpose and the meaning of the Urban Range’s products are simple: football training should be easy to start, enjoyable to practise and accessible to every player.
Designed for both the back garden and the training pitch, the Urban range lets players develop their skills wherever they play. The products are easy to set up, transport and store, making them a practical choice for home training, whether players are just starting their football journey or looking to improve specific skills.
From the Urban Skills Trainer to the Urban Return Ball and Urban Target Goal, each product is designed to encourage players to practise through repetition and play. Players can work on essential skills such as control, passing, touch, shooting and technique, while enjoying the freedom to train independently or with others.
The Urban range is not about making training complicated. It is about giving players the tools and confidence to pick up a ball, start practising and enjoy the process of improving. For parents, it creates an easy way to introduce football at home and encourage children to stay active. For players, it opens up more opportunities to practise, experiment and develop their skills outside organised training sessions.
Football development does not have to start on a professional pitch or in an academy. Sometimes, it starts in the back garden, with a ball, a simple training product and the desire to play.
The Urban Skills Trainer: The Product That Started It All
The Urban Skills Trainer is Football Flick’s longest-standing product and one of the products that has helped shape and represent the brand. Since its launch, it has evolved in design while maintaining its focus on helping players improve essential skills such as control, passing, touch, volleying and technique.
By 2019, Football Flick had partnered with Liverpool FC to launch an official training range that now sits in the club’s shop alongside its most iconic merchandise. That same year saw the introduction of the Essentials range, beloved by amateur teams and elite academies alike for its quality and versatility.
In 2021, the brand underwent a rebrand, launching ranges designed for both younger and older players and expanding internationally, including into Australia. Partnerships continued to grow, including one with the Savage Foundation, ensuring Football Flick products reached children who might otherwise go without.
The launch of the PRO range in 2022 marked a new chapter. Designed for professionals and elite footballers, PRO products use premium materials and cutting-edge design features to meet the highest standards of academy training.
Now, a decade on, Football Flick stands as a pioneer in football training, with products used in countless back gardens, schools, academies and elite facilities across the globe. But the heart of the brand has never changed. It’s the everyday practice, the repetition, the joy of play — the belief that skill comes from purposeful training, not luck or talent alone.
A Strong Connection with Our Customers
At Football Flick, we focus on creating realistic and relatable content. Many of the videos and photos we share on social media come from our customers and players enjoying our products in their own homes and training environments.
This approach reflects the strong connection we have built with our customers, especially children and families. Rather than relying heavily on professional advertising, we believe in showcasing real experiences and the enjoyment of using our products. Our customers are an important part of the Football Flick story, helping show how football training can start at home.
Football Flick Today
As technology continues to develop, Football Flick continues to evolve its products to meet the changing needs of players. From the Smart Tracking Shin Guards to the latest PRO Flexgoal Rebounder, the brand continues to combine innovation with practical football training.
The PRO Flexgoal Rebounder represents Football Flick’s continued focus on innovation. Building on the previous PRO Flexfold Rebounder, the larger design combines realistic rebound training with a 1m × 0.8m goal area for shooting, finishing and small-sided games. Its fold-flat design also makes it easy to set up, store and transport, giving players more ways to train wherever they play.
