How to Support Subs and Reserves in the Role | Ep 444 | Sammy Lander Part 2

Mar 8, 2026

Sammy Lander, specialist substitutes coach and founder of the Finishers Academy, builds bench identity and practical systems for non-starters. He explores creating player-chosen roles like Finishers and Impactors. He describes in-game warmups, simulating match scenarios in training, rebuilding confidence after being dropped, and the duties of a dedicated subs coach.

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ANECDOTE

Steve Kerr Bench Training Story

Sammy recounts Steve Kerr training to simulate coming off the bench by sitting, then being told to sprint and shoot threes cold to match in-game substitution conditions.
The drill reproduced the exact shock of entering a live game and extended Kerr's career by making him elite at the substitute role.

INSIGHT

Subs Need Their Own Coaching System

Substitutes require a distinct coaching system addressing physical, tactical, technical, and mental demands that differ from starters.
Coaching subs the same as starters ignores role-specific needs and leaves reserves ill-prepared to impact games.

ADVICE

Assign A Subs Point Of Contact

Create a dedicated point of contact for substitutes separate from the manager to build trust and consistent support.
Sammy used his similar age and consistent presence to show genuine care, which broke down player resistance over weeks.

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Are you coaching your substitutes — or just managing them?

🏆In Part 2 of our conversation with Sammy Lander — specialist subs coach and founder of the Finishers Academy — we go deep into one of the most overlooked leadership challenges in sports: how to coach, develop, and inspire athletes who aren't in the starting lineup.

Sammy brings battle-tested strategies from English professional soccer that every coach and leader can apply — from building bench identity and simulating game scenarios in training, to supporting athletes emotionally after they've been dropped. If you want to build a stronger team culture, reduce playing time issues, and become the kind of leader your athletes never forget, this episode is for you.

🎧 Missed Part 1? Watch it here: https://youtu.be/tetQUcx74Fs?si=RcPiEksrhG4sba4p⚡ WHAT YOU'LL LEARN IN THIS EPISODE:

✅ Why substitutes need their OWN coaching system — not a watered-down version of starter prep

✅ How to use identity (Finishers, Impactors) to transform bench culture and team cohesion

✅ Practical in-game warm-up strategies to keep subs physically ready at any moment

✅ How to have the "you've been dropped" conversation with confidence and care

✅ The Steve Kerr training method that extended his NBA career — and what it teaches every coach

✅ How to build a "substitution union" subculture that players actually buy into

✅ Why players out of the lineup may need MORE coaching attention than starters

⏱️ CHAPTERS:

0:00 – The Steve Kerr substitute method: training for your role

0:45 – Introduction: Sammy Lander, Finishers Academy & Part 2 overview

2:25 – How to build an authentic bench culture (not prescribed behaviors)

5:21 – The goalkeeper coach parallel: why subs deserve specialist coaching

6:33 – Building a sub identity: Finishers, Impactors & the Bench Mob

10:13 – Rebuilding confidence after being dropped & keeping players physically ready

18:00 – The subs coach role: what it looks like & how to implement it on your staff

23:00 – Sammy's key quote: "I'm not here to make you feel good about being a sub"

26:00 – Where to find Sammy & the Finishers Academy🔗

CONNECT WITH SAMMY LANDER:

📘 Book — Finishers: https://www.amazon.com/Finishers-Sammy-Lander/dp/1917380062

💼 LinkedIn: https://www.linkedin.com/in/sammy-lander-070810144/

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📌 ABOUT THE COACHING CULTURE PODCAST

Hosted by JP Nerbun & Nate Sanderson, the Coaching Culture Podcast helps coaches and leaders build better teams, stronger cultures, and more meaningful relationships with their athletes. New episodes every week.

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