Paterson, a former sports enthusiast and Valedictorian of ETA College's Class of 2023, is pioneering a new approach to sports education, ensuring graduates are not just academically prepared, but also equipped with the real-world experience to thrive.
Launched in 2024, ETA College's WIL portfolio, spearheaded by Paterson, is revolutionizing how sports management students transition from the lecture hall to the professional arena. In an exclusive interview, Paterson shared insights into his journey, his philosophy on student empowerment, and the evolving landscape of sports education for aspiring managers.
"I’ve always been passionate about sport and development, and over the years, I’ve had the privilege of working in various roles that connect people, performance, and purpose," Paterson explains, reflecting on his journey.
"I have a long history with eta College, going back to 2013 when I first did my sports coaching course. Since then, I have done almost every qualification that eta College has, ending off with my degree for management in 2023, where I was awarded Valedictorian. My journey at eta College as faculty began as WIL Manager-a new portfolio for eta College in 2024-and as a lecturer. Over time, I naturally gravitated toward student development, another passion of mine. Becoming the WIL Manager felt like a natural progression-it allowed me to combine my academic understanding, career experience, and desire to prepare students for real-world success in the sports and fitness industries."
This personal experience fuels his drive to mentor and guide students, ensuring they have the support he sometimes lacked early in his career.
The role of a WIL Manager is multifaceted, bridging the gap between theoretical knowledge and practical application. Paterson's days are a blend of student mentorship, forging connections with industry partners, and meticulously coordinating the WIL programme. This involves identifying suitable internship opportunities, often with local high schools, primary schools, and sporting clubs, and designing on-campus learning experiences like workshops and bootcamps.
My key responsibilities include linking students with meaningful opportunities, building relationships with sporting organisations and schools, and ensuring that WIL experiences are structured and assessed. I approach everything with a mindset of intentionality-each placement or initiative must have long-term value for the student,
A crucial aspect of Paterson's work is building strong relationships with potential employers. "I leverage networks, attend events, and follow up with alumni. I also do a lot of outreach and cold calling, introducing our students and showcasing their value. I focus on long-term partnerships where employers see the benefit of working consistently with ETA College," he explains.
The success of the WIL programme is evident in the exciting opportunities Paterson has facilitated. "Highlights include Sporting Chance’s cricket coaching programme, placing fitness students at Virgin Active, and guiding management students through events like K.O. FLOW and the Homeless Run. Students have also been involved in Cape Town Sixes and the Cape Epic-experiences that are truly career-shaping," Paterson shares.
Before embarking on placements, students receive comprehensive support. "I run workshops on CV writing, interview prep, and professional communication. I roleplay scenarios and provide guidance throughout. Whether they’re running events or planning fitness bootcamps, I support them from start to finish," says Paterson.
Furthermore, the programme actively fosters the development of industry-specific skills.
"We create opportunities for students to lead-organising events, coaching sessions, etc. I provide feedback and mentorship in a safe learning environment. I know how tough the industry is, and that helps me coach them effectively," he adds.
Yes. We run practical workshops on job readiness and event planning. I also bring in industry guest speakers from areas like tag rugby, boxing, football, and MMA to offer niche insights.
While the programme has seen significant success, Paterson acknowledges the challenges. "Finding enough high-quality placements is tough, especially when businesses are cautious. I stay proactive, flexible, and relationship-driven. Student engagement can also be challenging, so I keep things relevant and exciting," he admits.
However, the triumphs outweigh the challenges. "I’ve placed students with Hyrox South Africa, O2 Sports, Ikigai Sports, and Sporting Chance for internships that led to real-world jobs. We’ve also partnered with schools like Norman Henshilwood, Bay Primary, and Rosebank Junior School for coaching and conditioning. It’s incredibly rewarding to watch these placements flourish," Paterson proudly states.
Looking ahead, Paterson has an ambitious vision for the WIL programme. "I want to see our WIL programme recognised nationally as one of the best. My vision is for every student to graduate with experience, networks, and a clear path. With this role still in its first year, I’m just getting started," he shares.
"We’ve partnered with Sporting Chance and are developing relationships with Cape Town City FC, rugby clubs, Armoury Boxing Club, O2 Sports, and Tag Rugby. Our students will also be assisting at the upcoming Hyrox SA Cape Town event."
His future aspirations include, "More international partnerships, entrepreneurial support, and digital WIL platforms to accommodate remote placements. The future is hybrid, and I want our programme to grow with the industry."
Under Kyle Paterson's guidance, the Work Integrated Learning programme at ETA College is not just a bridge between academia and industry; it's a launchpad, propelling the next generation of confident and capable sports management professionals into a dynamic and rewarding field. For those considering a career in the strategic and operational side of sports, ETA College's innovative approach offers a compelling pathway to success.
