A New Chapter for Soccer Coaching in Lansing
Cole Russell, a 27‑year‑old former collegiate soccer player, has opened AMGC Training Academy in Lansing, Michigan, with a clear mission: to cultivate professional people as much as professional athletes. The academy’s philosophy centers on the belief that confidence, discipline, and personal growth extend far beyond the pitch.
Russell’s program blends physical development with nutritional guidance and mental‑performance coaching. Each athlete completes a detailed questionnaire about their goals, allowing Russell to craft individualized plans that address strength, conditioning, diet, and mindset.
From Campus Roots to Community Impact
Before launching the academy, Russell spent four years playing soccer at Spring Arbor University, followed by stints coaching futsal and running a mental‑performance business in Grand Rapids. He later returned to Spring Arbor as an assistant coach, where he was invited to bring his expertise to Lansing, setting the stage for the academy’s creation.
Russell documented the renovation of the facility on social media, sharing the transformation process with a growing audience. This transparency not only built community support but also gave prospective athletes a glimpse into the environment where they would train.
The academy’s approach emphasizes relationship‑building. By drawing on his own experiences as a player and coach, Russell connects with athletes on a personal level, helping them set realistic goals and track progress through customized questionnaires.
For Russell, the most rewarding moments come when he sees a player’s confidence blossom — whether on the field or in everyday life. He believes the lessons learned at AMGC will stay with athletes long after their soccer careers conclude, shaping them into well‑rounded professionals.