The FA

FA supports the development of football through a seamlessly integrated education platform

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Organisation information

United Kingdom
Sport & Lifestyle
Large Enterprise

FA Education is the educational arm of The FA, responsible for the delivery of a qualifications and CPD framework to multiple disciplines, including Coaching, Refereeing, Psychology, Sports Science, Medical, Safeguarding. Talent ID (scouting).

The Challenge

FA Education deliver around 120,000 formal certified qualifications to 80,000 learners per year, as well as 150,000 hours of CPD delivered per season (and growing!) for members of The FA Licensed Coaches’ Club, which ended the 2015/16 season with over 38,000 members. FA Education had a desire to modernise their approach to learning, which historically has been delivered exclusively in the classroom and/or on the football pitch. FA Education possessed legacy systems underpinning their processes which were largely unsupported and stifling their ability to innovate. As a result, they were looking for a cost-effective solution supporting:

  • Full blended learning programmes
  • Automatic pre-requisite checks
  • CRM integration
  • 52x County FA organisations, all with separate Merchant IDs, to manage/deliver courses and take payments from candidates
  • An easy-to-use system, streamlining existing processes, for both the customer and the LMS administrator
  • Printable certificates
  • And a lot more!

FA Education chose City & Guilds Kineo and the LMS Totara Learn, based on our previous good working relationship, as well as CG Kineo’s expertise building learning platforms combined with enterprise level hosting & support. Also being part of the City & Guilds Group added additional credibility and authority to the business case.

The Solution 

Totara Learn met the majority of FA Education’s requirements out-of-the-box, leveraging Totara’s dynamic audiences, programmes and certifications, Totara Sync. The custom work focussed on three specific areas:

  • Cookie-based Single Sign-On with data-mapping, integrating with The FA website’s registration and login
  • CRM integration to pull through learner records and push out learner completions
  • Ecommerce integration, to interface with Barclays SmartPay for course payment

CG Kineo applied a philosophy of staying as close to core-code wherever possible by developing customisation as ‘plugins’ to Totara. This makes ongoing maintenance and upgrades much more straightforward, equating to a lower total cost of ownership. CG Kineo developed FA Education’s new ecommerce functionality via a set of new Totara plugins:

  • Payment Enrolment plugin
  • Promotional Code Manager plugin
  • Barclays SmartPay Gateway plugin

Plus creation of two new associated report sources:

  • Promotional Code report source
  • Courses Purchased report source

The ecommerce user journeys were also comprehensively mapped out, to ensure a seamless user experience.



Massive data import

The primary audience for the FA Education site is the 80,000 learners they engage with each year, almost half of which are new to their respective pathways. We also needed to cater for every user who had completed any qualification over the last few years, together with their learning history. This meant importing 275,000 user records and 500,000 learning history records, mapped to Totara course and program completions. Totara’s features including dynamic audiences combined with course visibility and audience enrolment were used to assign the right learners to the right courses eg you should only be able to access a level 2 qualification if you’ve completed level 1.


Some of the key success factors were:

  • Close working partnership
  • Very detailed scoping and specification, with thorough documentation
  • MoSCoW (Must have, Should have, Could have, Won't have) prioritisation to control scope, schedule and budget but meeting the core project needs
  • Plugin approach to developments – staying as close to core code as possible, to ensure the maintainability

Most of the complexity is ‘under the hood’ with the front-end delivering a great user journey and the ability to browse and buy courses online, with courses unlocking for purchase as the user gains new skills and certifications. The site is fully integrated with The FA website, with a seamless journey between website and learning environment.  

“C&G Kineo have delivered a robust and capable solution that encompasses the flexibility we need while delivering a fantastic end user experience. We’ve already been able to reap some of the benefits this new technology platform provides us with, delivering blended learning to around 10,000 learners in the first 6 months of being live, accounting for 25,000 hours of CPD.

The LMS is now firmly embedded in our most prestigious course, the UEFA Pro Licence, and we’re now adapting our business process models – for the better – to make sure we leverage the investment we’ve made to the very best of our ability."


Delivered by


Kineo is a global workplace learning company that helps your business improve performance through learning and technology. Kineo has a global network of offices with extensive experience in working with clients to design, develop, host and support Totara solutions. We can work to help you with simple, quick to market LMS implementations through to highly customised enterprise portals. One of the founding Partners, we have also been a key contributor to the code.

Kineo's global head office, based in the UK, has implemented over 200 Totara and Moodle solutions for clients including Tesco, Vodafone, Samsung and many Government and health clients.

Kineo US has developed and deployed highly customized solutions for a wide range of organizations including clients Kohls, DataFlux, and Capella University.

Kineo Pacific has extensive experience implementing Totara solutions for many clients including ALDI, Toll Group, Computershare, KiwiBank, NZ Tourism, Accident Compensation Corporation (ACC) and other Government and Health organisations.

Kineo South Africa provides a full range of e-learning services including content development, consultancy and custom Totara implementations. 

Kineo Latam ha desarrollado e implementado soluciones altamente personalizadas para un amplio rango de empresas como Golcorp, Bridgestone y Gobierno de Ciudad de Buenos Aires. Para más información, póngase en contacto con​ [email protected]

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