Self-Image and External Perception in the Club

In a mixed-methods study, Humatrix examined how the self-image of club leadership and coaching staff differs from the external perception of employees and stakeholders. The aim was to uncover perception gaps that weaken organisations in the long run.

The results show a clear pattern that runs across the clubs analysed:

• Self-perception of management: leaders rate their own communication as open, modern and transparent
• External perception of staff: many experience the same communication as unclear, top-down and incomplete
• Coaching staff versus management: where coaches often experience structures as rigid and bureaucratic, management sees them as stabilising
• Stakeholder perspective: sponsors and external partners expect professionalism, but report inconsistent messages and changing points of contact

The real gap lies in perception

These perception gaps lead to loss of trust, misunderstandings and a culture of mutual blame. Our analysis makes one thing visible: it is not reality itself that is the problem — but the discrepancy in how it is perceived.

What Humatrix derives from this

Humatrix offers a structured, solution-oriented approach:

• Systematic assessment of self- and external perceptions through surveys and interviews
• Comparison of the results on a scientific basis
• Joint reflection processes that make blind spots visible
• Development of communication strategies that take all perspectives into account

Clubs that align their self-image with how they are perceived gain credibility, build trust and create a shared foundation for success.