Ken Lei
Head of Skill Development
My coaching journey began in 2020 as an Assistant Coach for a UK university team, where I quickly fell in love with developing talent and fostering teamwork. By 2021, I stepped into the role of Head Coach, leading the team to a 2nd-place finish in the league, a testament to our collective drive and strategic growth.
In 2022, I expanded my impact by joining Norfolk Hoopstars as a Youth Coach, mentoring players aged 10 - 18 while continuing to coach at the university level. The following year marked a new chapter: I became the Head Coach of the club’s U14 team, while supporting the U12 and U16 squads. Alongside club commitments, I’ve coached across 15+ schools (primary to secondary), designed community programs like holiday camps and all-girls sessions, and led inclusive SEN (Special Educational Needs) initiatives.
My experience is further enriched by collaborating with professional and national team coaches, absorbing insights to refine my approach. Today, I serve as the Head of Skill Development at ASG, where I channel my expertise into elevating player potential through innovative training and mentorship.
From grassroots to competitive environments, I thrive on unlocking athletes’ strengths, building confidence, and fostering a lifelong love for the game.

