Within strength & conditioning (S&C), there’s a strong culture of letting the work speak for itself. Coaches, educators, and practitioners put their energy into developing athletes, advancing research and shaping the next generation, often without seeking personal recognition. While humility and dedication to the craft are admirable qualities, they can also present a challenge when it comes to self-promotion.

At the UKSCA, we’ve made a fundamental change to our Annual Awards process: individuals can now self-nominate, removing the previous requirement to be nominated by another member. You can still nominate others, but why is this change necessary and why do so many professionals hesitate to put themselves forward?

WHY DO PROFESSIONALS AVOID SELF-PROMOTION?

1. Fear of being perceived as arrogant
One of the biggest barriers to self-promotion is the fear that it will come across as egotistical or self-serving. Many professionals worry that publicly highlighting their successes might alienate peers or seem like they’re bragging. In reality, self-promotion is not always about arrogance – it can be about showcasing impact. If you’ve made a difference in your field, why shouldn’t others know about it?

2. Imposter Syndrome: “Am I really good enough?”
Many skilled professionals underestimate their achievements or believe they haven’t done enough to deserve recognition. This is known as imposter syndrome, where high achievers feel like frauds, despite clear evidence of their competence. The truth is, the best in the field often hold themselves to the highest standards and that internal pressure can make them hesitant to step forward.

3. A culture of “the work should speak for itself”
In high-performance environments, the mindset often leans towards team success over individual recognition. Coaches and professionals invest in others, believing that the athletes’ performance or the success of a programme is the true measure of their impact. While this is one measure of success, it isn’t the only one and it often means many great practitioners don’t get the credit they deserve.

4. Not knowing how to articulate achievements
Many professionals simply don’t know how to showcase their work effectively. They might think, “I just do my job,” without realising that their contributions eg, developing injury prevention strategies, mentoring young coaches, pioneering research, or creating innovative training methods, are all valuable accomplishments that should be celebrated.

5. The misconception that awards are for “other people”
Some believe that industry awards are only for the elite or those with high-profile roles, making them feel unworthy of applying. UKSCA’s awards are designed to celebrate a broad range of contributions from grassroots coaching to elite performance and from academic research to mentorship in the field.

WHY THE MOVE TO THE SELF-NOMINATION OPTION?

• It gives every coach, practitioner and researcher the opportunity to be recognised, even if they work independently or outside the traditional pathways
• It ensures that impactful contributions don’t go unnoticed simply because of modesty or lack of exposure
• It helps professionals gain visibility in the industry, which can lead to more career opportunities, collaborations and influence
• It encourages a shift in mindset, recognising that celebrating success isn’t arrogance, it’s inspiring.

HOW TO EMBRACE SELF-PROMOTION WITHOUT FEELING UNCOMFORTABLE

If you’re hesitant about self-nominating, consider this:

• Reframe it: think of self-promotion as sharing knowledge and contributing to the profession rather than seeking personal glory 
• Focus on impact: highlight how your work has benefited athletes, students, research or the industry rather than just talking about yourself
• Use facts, not opinions: let data, testimonials and tangible achievements tell the story of your work
• Remember, if you don’t tell your story, who else will: Your experiences could motivate the next generation of coaches, researchers, and practitioners.

FINAL THOUGHT: IT'S TIME TO STEP FORWARD

If you see a great job advertised, you don’t wait for others to nominate you for it, you apply! You also take time to put your best self forward. Why should you feel differently about the UKSCA Awards?

The Annual Awards are designed to celebrate and recognise outstanding individuals in our profession. By adding self-nomination, we are removing barriers and encouraging more professionals to step forward and own their contributions.

If you’ve made an impact, developed innovative methods, mentored others, or driven real change in S&C, we want to hear about it.

SELF-NOMINATE OR NOMINATE ANOTHER FOR THE UKSCA ANNUAL AWARDS TODAY!

Your work matters. Let’s celebrate it together.