The First Steps on the Path

Imagine a path that begins with a clear goal: helping athletes reach their full potential—both mentally and physically.  

Coaching Spot was founded in May 2020 when Mirko Kareinen became an ICF ACC-certified mental coach.

The initial focus was to provide athletes with tools to understand and manage their subconscious behavioral patterns, enabling them to improve focus, handle pressure, and build stronger mental resilience.

During the 2020/2021 season, we began putting this vision into practice. We worked with teams in the Women's F-League and the Kiteen Pallo representative team, creating mental coaching programs that empowered athletes with new skills to enhance their performance. These early successes confirmed the transformative power of psychological support in helping athletes succeed.

Expanding the Path to Neuroscience

In 2021, Coaching Spot deepened its approach when Mirko Kareinen became an international director at the Neuro Change Institute® (NCI). Leveraging scientifically proven methods, Coaching Spot integrated principles of neuroplasticity, subconscious mind training, and emotional intelligence into its programs.

During this time, a pivotal insight emerged: coaches play a critical role in unlocking an athlete's growth potential. Supporting coaches in understanding and refining their behavior became the next focal point, leading Coaching Spot into a new phase of helping coaches become the key enablers of team success.

UEFA C Coaching Certification and Practical Experience

In early 2022, Mirko Kareinen began the UEFA C coaching certification program, gaining deeper practical insights into football coaching. This training complemented Coaching Spot's methods by bridging theoretical and practical knowledge. Later that year, Mirko joined the coaching staff of Etelä-Espoon Pallo (EsPa), where he brought Coaching Spot's philosophy directly to the field.

The coaching work at EsPa laid the groundwork for the development of "On the Field" coaching. This program focuses on helping coaches understand their daily interactions with players during practices and matches. Emphasizing non-verbal communication, presence, and interpersonal skills, the program equips coaches to create environments that foster player growth and team success.

Our Story Continues

In recent years, Coaching Spot's philosophy has moved from an idea into everyday practice. As the model has been tested in club environments, the same insight keeps repeating: small interaction nuances—presence, tone of voice, body language, and clarity of communication—can quickly change how a team performs and learns.

At the moment, we work in partnership with clubs, and more than 20 football coaches are involved in the work. Our partner clubs include Etelä-Espoon Pallo (EsPa), Tikkurilan Palloseura (TiPS), FC Kirkkonummi, Helsingin Palloseura (HPS), and Järvenpään Palloseura (JäPS). And while Mirko educate other coaches, he continues developing his own expertise as well —his Ekkono Youth Master program was completed in October 2025.

Across every environment, the philosophy is applied in the same way: we observe precisely, clarify the essentials, and translate them into small, repeatable changes that last.

From the beginning, our vision is to build a new coaching culture where a coach's impact on players is made visible and developed systematically. Supported by our four core pillars, change is brought into everyday practice so it does not remain a one-time insight, but becomes a sustainable way of working.

And this is only the start. The next step is to bring the model into the daily life of more clubs and, together, build a new kind of coaching culture. Coaching Spot's journey continues—and the invitation is open to all clubs and coaches who want to be part of the next step in Finnish and European coaching.