Passion to Purpose: from the countryside to coaching
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Published
06 November 2025
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Growing up just outside Lewes in Sussex, William Brickell’s life began far from the sports fields and arenas that now define his purpose. His family were farmers; sport was never part of his world.
“My mum and dad wanted me to make some friends, so my mum suggested I join a football club,” the University of East London (UEL) alum recalls.
That small nudge led to a journey that would take him from rural England to Europe, and creating inclusive spaces for deaf children through sport.
It all began with curiosity rather than passion. “To be honest, nobody in my family really liked sports,” William admits with a laugh. But from football to tennis and then hockey, William found community, confidence, and a sense of belonging.
Through the University’s hands-on approach and strong community partnerships, he gained experiences that went far beyond the classroom. He joined the East London Hockey Club, tried wheelchair basketball for the first time, and logged hundreds of volunteer hours.
One highlight was coaching at Newham College and supporting London Youth Rowing’s annual competition at SportsDock.
He says,
UEL gave me opportunities I’d never imagined. It really opened my eyes to what sport can do for people.”
But the moment that truly shaped him came during a University trip to Sweden, coaching refugee players.
William says, “It made me realise how powerful sport is. We were working with people who had fled from war. Sport became a way for them to connect, to smile, to feel safe again.”
Academically, his University experience pushed him in unexpected ways. Under the mentorship of Senior Lecturer James Beale, William published his dissertation on deaf cyclists in the countryside in the Speech, Language and Hearing Journal.
“I never thought I’d be published. James pushed me out of my comfort zone and made me believe I could achieve more than I thought was possible.”
After university, William has worked with the charity Deaf Kids Connect in Sussex, where he recently led a sports event for deaf children inspired by the Deaflympics. “Seeing those kids smiling, some who’d never been around other deaf children before, it was really special,” he says.
Now, with a degree in Sports, PE, and Development, William’s purpose is clear: to use sport as a tool for kindness, inclusion, and community.
“I want to give people opportunities to take part, not just to win but to connect,” he says.
His advice to future students is simple but heartfelt.
“Take every opportunity UEL offers. I was close to not going to uni at all, and now I can’t imagine where I’d be without it.”