How to Support Subs and Reserves in the Role | Ep 444 | Sammy Lander Part 2

Podcast accessible on: iTunes | Spotify | YouTube

In this second installment of our conversation with Sammy Lander — specialist subs coach and founder of the Finishers Academy — we go deep into the practical, psychological, and cultural dimensions of managing athletes who aren't in the starting lineup. Sammy shares battle-tested strategies for helping substitutes stay physically ready, emotionally grounded, and mentally connected to the game, even when they're sitting on the bench.

From building authentic sideline cultures to simulating game scenarios in training, Sammy makes a compelling case that substitutes deserve just as much — if not more — deliberate coaching attention than starters. He also touches on how giving players a unique sub-identity ("finisher," "impactor") can be transformational for team cohesion and individual confidence.

Key Takeaways

Authenticity Over Prescription: Rather than dictating what sideline behavior should look like, great coaches help athletes discover their own authentic engagement. Behaviors are a window into the person — and the best sidelines reflect genuine investment, not performative

The Subs Coach as a Trusted Point of Contact: Substitutes need someone who isn't the manager to turn to. The subs coach fills this gap — someone who's on par with the players, genuinely invested in their progress, and consistent enough over time to earn real trust. Sammy notes that after five or six weeks of showing up at 5pm on Fridays for extra sessions, players realize: "This person actually cares whether I get minutes."

Build a Substitutes' Identity: Inspired by examples like the NBA's famous "Bench Mob" and rugby's "Bomb Squad," Sammy advocates for building a genuine sub-culture within teams. The Finishers Academy works with 14–18 year olds in professional sports to co-create their own "finisher" identity — including the name, what it means, and the values they'll be judged on.

Physical Readiness Requires a System: Sitting for 40+ minutes of a game and then being thrown in cold is a real performance problem that most teams ignore. Sammy uses cue cards posted in the dugout to prompt structured 6-minute warm-up routines every 15 minutes throughout the game — keeping substitutes physically primed without anyone having to remember.

Confidence Lives Beyond the Starting XI: When athletes lose their starting spot, coaches can help them reconnect to all their identities — parent, partner, friend, fan — to remind them that this moment doesn't define their whole life. Channeling frustration rather than suppressing it is the goal: "Being a sub is rubbish, but how good are those minutes going to feel when you get that start?"

Impactful Quotes

"I'm not here to make you feel good about being a sub. I'm here to make you feel like you've got all the tools necessary so that when that moment comes, you can do what you need to do."
— Sammy Lander

"I don't like seeing my role as anything above the players. I like being on par with the players. I genuinely have their best interests at heart — that's what builds a genuine connection."
— Sammy Lander

Action Items for Leaders & Coaches.

Start This Week
Post cue cards in your dugout or bench area with a 6-minute physical warm-up routine — prompt your subs every 15 minutes during games

This Month
Facilitate a workshop where substitutes co-create their group identity — let them choose the name and the values that define their role.

This Season
Designate or develop a coaching staff member as a "subs coach" — someone whose primary purpose is to connect with, prepare, and develop players outside the starting XI.

🔗 CONNECT WITH SAMMY LANDER:

📘 Book — Finishers: https://www.amazon.com/Finishers-Sammy-Lander/dp/1917380062

💼 LinkedIn: https://www.linkedin.com/in/sammy-lander-070810144/

🏫 READY TO GO DEEPER?

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