Hassan Lammou is a youth mentor, football coach, and FIFA-certified agent from Breda. He’s the founder of Noumidia Football Academy, a program built to guide young players not only on the field but in their personal growth. He also serves as the Chairman of Youth Foundation Breda, where he works with local partners to give kids a strong foundation through sports, education, and mentorship.
His coaching approach is rooted in discipline and consistency. His goal is to prepare young athletes for life beyond the game. Hassan Lammou saw early how football could give direction and structure to those who needed it most. His own experience as a player helped shape his mission—to give youth the kind of guidance he wished he had more of growing up.
Over the years, he’s helped dozens of players earn spots in pro academies and clubs, but what matters to him more is the growth he sees off the field—boys who become reliable young men, students who become leaders. He keeps his program grounded in real, personal connection. He believes that if you give someone your time, and you hold them to a standard, they rise.
In this exclusive interview, Hassan Lammou opens up about his passion for football and the deeper purpose that drives his work.
Interviewer: You wear many hats—coach, mentor, agent, chairman. How do you balance those roles?
Hassan Lammou: It’s a lot, I won’t lie. But each role feeds the other. Being a coach makes me a better agent because I understand what young players need emotionally, not just contract-wise. Being a mentor helps me as a chairman, because I can see the bigger picture for the youth in our city. It’s not about multitasking—it’s about alignment. Everything I do is aimed at one goal: empowering young people to believe in themselves and pursue excellence.
Interviewer: As a FIFA-certified agent, you’ve helped young talents step onto bigger stages. What do you look for in a player?
Hassan Lammou: Talent is important, yes. But I’m always watching their attitude. Do they show up early? Do they listen? Can they take criticism? Are they consistent? A player with average skill and elite mindset will go further than someone who’s gifted but distracted. I also look at how they handle failure. That tells me everything. Football is unpredictable—those who adapt and keep moving are the ones who rise.
Interviewer: In your experience, what’s the biggest challenge young athletes face today?
Hassan Lammou: Distraction. Social media, comparison, instant gratification—it’s all around them. They’re constantly being pulled away from long-term goals by short-term validation. That’s why mentorship is so important today. These kids need someone to help them stay focused and grounded. Someone to tell them that it’s okay to struggle, that consistency beats hype every time. We don’t just need coaches—we need role models.
Interviewer: Can you tell us a story that reflects the impact of your work?
Hassan Lammou: There’s one boy I’ll never forget. He came to Noumidia after being rejected by several clubs. He was angry, closed off, and didn’t trust anyone. But he had potential. We worked with him—not just on skills, but on self-belief, attitude, focus. A year later, he got scouted. But more than that, he started mentoring younger players. He told me, “Coach, I just needed one person to believe in me.” That moment reminded me why I do this.
Interviewer: What is your vision for Youth Foundation Breda?
Hassan Lammou: We want to create a structure where every young person in Breda feels seen, supported, and challenged. Whether it’s through sports, education, or community engagement, our goal is to help them discover their potential. I want to expand programs into schools, partner with more local organizations, and make sure that no talent—athletic or otherwise—goes unnoticed or unsupported.
Interviewer: How do you stay inspired in the face of challenges?
Hassan Lammou: The youth inspire me. Every time I see a kid come out of their shell, every time a player gets up after a tough match, every time someone says, “Coach, I didn’t quit”—that fuels me. I also lean on my faith, my family, and the community we’ve built. This isn’t a job for me—it’s a calling. And I know that as long as I stay true to my mission, the impact will speak for itself.
Interviewer: Finally, what advice would you give to other youth workers or aspiring coaches out there?
Hassan Lammou: Be consistent. Show up, even when it’s hard. These kids are watching more than you think. They don’t need perfection—they need presence. Be honest, be patient, and most importantly, be an example. You never know who’s counting on you to change their life.