About Us

Jonny Davies, SMS Group Ltd Owner, started his SMS journey back in 2007 having previously spent time abroad in the United States, Iceland and Thailand coaching and playing football. During this time Jonny worked with some of the most venerable and hard to reach communities and when he returned to the UK he set upon his mission of giving back.

Using sports as a key motivating factor Jonny developed a variety of programmes to help disengaged youngsters and not before too long set up his own alternative provision at a central venue based in Failsworth, but providing educational needs to young people from the whole of Greater Manchester. In 2019 SMS Changing Lives School gained independent school status and in 2023 opened their second venue at Old Trafford, Manchester which also links with cultural tours and partnerships with schools in China.

Peter Norman started his SMS journey in 2026 having previously spent time in the UK, United States, Mexico and China coaching football.

Peter has had great success in his coaching career, especially in player development, whilst performing the role of Head of Youth Development where he coached 8 teams aged 4-18 years old, managed 6 members of staff and oversaw the curriculum development and player development in the region of Shunyi, Beijing.
Peter holds a UEFA B licence and has a BSc (Hons) Degree in Football Coaching, Development and Administration.

Peter‘s role for SMS will involve him working in China on new projects to help us to grow and develop in Asia.