The Team
Who We Are
Samuel Jones
Founder & Head Coach
Sam is a current professional badminton player competing internationally on the Badminton Europe and BWF World Tours, representing England at events across the world. As a member of the Badminton England Performance Programme, he is ranked inside the world’s top 100 and trains full-time alongside the country’s top athletes. Sam is also the founder and Head Coach of Jones Badminton Academy (JBA), where he combines his elite playing background with a passion for inspiring the next generation through high-quality coaching and maximising the experience of every player in the academy.
Playing
Experience
Sam brings over five years of diverse coaching experience to his role as Head Coach at JBA. He has introduced countless young players to the sport through Badminton England’s national programmes and his coaching work across Milton Keynes and the South of England. Alongside his grassroots focus, Sam also coaches at the highest junior level, currently leading the development of four elite performance squads at the UK’s top junior academy. His coaching team at JBA is made up of fellow international athletes, ensuring all sessions are led with world-class knowledge, energy, and passion for badminton.
Coaching
Experience
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1st4sport Certificate for Coaches in Badminton at Level 2
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Badminton England Coach Membership
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UK Coaching Safeguarding and Protecting Children Qualification
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Enhanced DBS check
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Paediatric Emergency First Aid
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Badminton England Club Welfare Officer
Qualifications
Oliver Butler
Coach
Profile coming soon!
Playing
Experience
Profile coming soon!
Coaching
Experience
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1st4sport Certificate for Coaches in Badminton at Level 2
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Badminton England Coach Membership
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Badminton England Safeguarding and Protecting Children Qualification
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Enhanced DBS check
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Emergency Paediatric First Aid
Qualifications
Benjamin Horseman
Coach
I’ve been fortunate to enjoy a successful junior career, winning several national titles and medals across multiple age groups. Internationally, I’ve represented my country at the U15 &U19 European Championships as well as the BWF World Junior Championships. I was a member of the Badminton England Junior Performance Programme for several years before progressing to join the Senior Performance Programme in 2024. I now train full-time alongside the top players in the country.
Playing
Experience
I began my coaching journey with the Community Badminton project, working with players of all ages and abilities to build a strong foundation in coaching. I then progressed to coaching my junior county team, Oxford, where I focused on developing players’ singles and doubles skills. Alongside this, I’ve delivered 1-to-1 sessions and private group training, tailoring each session to individual needs. I later joined MKBA (Milton Keynes Badminton Academy), where I’ve been involved in the “Shuttle Stars” since the beginning of 2025. I have also had the opportunity to work with many MKBA squads from club players through to elite international junior players.
Coaching
Experience
I believe that enjoyment is at the heart of long-term development in badminton. When players love the sport, they learn faster, stay motivated, and are more open to growth. I aim to create an environment that balances fun with hard work, encouraging dedication and a strong mental understanding of the game. For me, building great badminton players means nurturing both their technical skills and their mindset.
Coaching
Philosophy
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Foundation Award in Coaching Badminton (Level 1)
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Badminton England Coach Membership
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Badminton England Safeguarding and Protecting Children Qualification
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Enhanced DBS check