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Purpose – The health promoting benefits of sport participation are under-utilized and should be further developed, particularly at the grassroots level. The purpose of this paper is to examine how grassroots coaches in youth football perceive their coaching practices after participating in a community-based coach education program aimed at optimizing their experiences in youth sport, namely the Empowering Coaching™ training program, based on self-determination theory (SDT) and achievement goal theory (AGT). It compares French and Norwegian coaches to suggest whether the principles of the Empowering Coaching™ training program can be applied successfully in the two countries. Design/methodology/approach – The Empowering Coaching™ training program is a six hour workshop and was delivered at the beginning of the 2011 football season. At the end of the season, the grassroots coaches’ reflections on their coaching practices were examined through a qualitative approach with in-depth interviews of 18 coaches in France and Norway, applying a hybrid analyses and comparing country-wise. Findings – All coaches expressed the intention to embrace the philosophy of the program, and to apply several of the strategies they had learnt during the workshop. The coaches perceived that the program supported their efforts to develop and implement strategies to stimulate intrinsic motivation, enjoyment and long-term participation among the players. There were some differences between coaches from France and Norway (e.g. rules and involvement), but the similarities were more evident, supporting the universality of applying SDT in the youth sport setting. Social implications – The findings are encouraging for sport as a health promoting setting and for the development of the personal skills in grassroot coaches, as they imply that coaches who feel competent in how to structure practices and matches that provide the players with positive sport experiences are likely to enable players to feel supported and motivated. Originality/value – This study explores qualitatively the impact of an intervention based on SDT and AGT, focussing on football coaches’ reflections on their coaching practices.