# Pembs Performance

Pembs Performance is an elite coaching business based in Milford Haven, Pembrokeshire, specialising in personalised athletic development. The company works with athletes across all levels, from grassroots to competitive sport, helping them maximise their sporting potential through expert guidance and tailored training programmes.

The business is founded and led by Matt Jones, an experienced strength and conditioning coach with over a decade of high-level sporting experience. His background includes prestigious roles at Cardiff City Football Club, The Football Association of Singapore, The Chinese Olympic Committee, York Futsal Club, and even Google—demonstrating expertise spanning elite football, futsal, Olympic-level athletes, and performance optimisation in corporate environments.

What sets Pembs Performance apart is the combination of genuinely elite credentials with a localised, accessible approach to Pembrokeshire athletes. Rather than operating solely at professional club level, the business has democratised world-class coaching expertise, making it available to ambitious local athletes who want to develop seriously. The coaching philosophy emphasises not just on-field performance, but off-field success and holistic athlete development.

The business targets competitive athletes seeking measurable improvement, youth players with championship ambitions, and individuals serious about reaching their full potential in their chosen sport. By blending international experience with personalised attention, Pembs Performance offers the rare combination of proven elite-level expertise with bespoke programming tailored to individual athletes' specific needs and contexts.