Ma Xiaoxu made ample history as a player, winning the Golden Ball, Golden Shoe and a silver medal at the FIFA U-20 Women’s World Championship Russia 2006™ and lifting the AFC Women’s Asian Cup that same year with China PR’s senior team.

The former striker from Dalian has now made history as a manager as well, less than a year after earning her first head coaching job. Xiaoxu shepherded the young Steel Roses to an unprecedented quarter-final place at the FIFA U-17 Women’s World Cup Morocco 2026™, defeating the United States and France along the way. Xiaoxu credited her comfort with tournament football for some of that groundbreaking success. “Having taken part in many major tournaments as a player, I was already quite familiar with the international stage and its environment,” she said.

But she also lauded the empowering influence of the FIFA Elite Performance: Coach Mentorship Programme, which pairs 20 promising female coaches from around the world with experienced and accomplished mentors for 18 months of guidance, assistance and development. Xiaoxu has been taking part in the programme’s third edition and is partnered with Swedish coach Jonas Eidevall, who currently manages San Diego Wave FC. “Taking part in this programme has been incredibly beneficial to me and has had a significant impact on my development as a head coach,” said Xiaoxu, who was appointed to her post with China’s U-17s in January 2026. The learning curve is steep and the transition from player to head coach can be complex (Xiaoxu was an assistant with Beijing Women FC after retiring in 2022). The Elite Performance: Coach Mentorship Programme has provided priceless insight, support and fellowship as Xiaoxu has navigated her new role. The 38-year-old took China to the semi-finals of the AFC U-17 Women's Asian Cup in May 2026 and was named as an assistant to the senior women’s national team shortly thereafter.

“As a coach, improving your own professional knowledge and abilities is important. But it is equally essential to know how to communicate that knowledge and your understanding of football effectively to your players,” Xiaoxu said. “I have also learned a lot about different coaching approaches and methods. One important lesson has been to put myself in the players' shoes and actively reflect on whether my instructions, training arrangements and expectations are appropriate and reasonable from their perspective.” She added, “Another key takeaway is the importance of team management. A coach's responsibilities go far beyond planning training sessions and making tactical decisions during matches. A head coach is also responsible for managing the entire team. Finally, I have gained a better understanding of the importance of managing my own emotions as a head coach, particularly when dealing with different environments, challenges and pressures.” Launched in 2018 as a pillar of FIFA’s commitment to increasing opportunity, access and advancement for the next generation of female coaches, the Elite Performance: Coach Mentorship Programme features three in-person workshops, online mentoring sessions and up to five exchange visits between mentor and mentee. While supporting coaches on their individual journey, the programme also creates a global community that becomes yet another valuable resource.

“There are many female coaches participating in this programme, which reflects the growing development of women's football around the world. The programme has provided a wonderful platform for coaches to exchange ideas, learn from one another, and analyse high-level competitions and some of the best teams in the world,” Xiaoxu said. “We come from different parts of the world and different football environments, but through this programme, we have the opportunity to learn from each other, as well as support and encourage one another.”

Coaches and their mentors will gather again over the coming days in Rabat, Morocco, for their third in-person workshop. FIFA Chief Football Officer Jill Ellis (winner of the FIFA Women’s World Cup Canada 2015™ and FIFA Women’s World Cup France 2019™ with the USA), Even Pellerud (winner of the FIFA Women’s World Cup Sweden 1995™ with Norway) and former Germany coach Tina Theune (winner of the FIFA Women’s World Cup USA 2003™ with Germany) will be among the contributors, and mentors and mentees will engage in innovative coaching “simulations”. Several mentors are expected to coach at next year’s FIFA Women’s World Cup Brazil 2027™, while England’s Mo Marley and Japan’s Asako Takakura are members of the FIFA Technical Study Group at the tournament in Morocco. China’s historic run ended with a close 2-1 quarter-final defeat to Brazil, who scored the winner in the 87th minute.

“I have had the opportunity to speak with them, as they came to watch our matches and also watched other teams play,” Xiaoxu said. “Sometimes, after the matches of other teams, we would have a brief chat. FIFA staff members also came over, and we all had the chance to catch up and exchange.” Those frequent touch points and opportunities for discussion and feedback are a hallmark of the Elite Performance: Coach Mentorship Programme. The learning is constant, and the relationships forged over the 18 months become beneficial in more ways than one. Xiaoxu spent two weeks with Jonas in the United States in September, and also has been able to share her experience and insight with coaches and colleagues back home.

“The programme has been hugely beneficial to me personally,” she said. “I want to pass on this knowledge and experience, helping more people understand and learn about modern football, while encouraging them to exchange ideas and discuss how these concepts relate to the realities we face in our own football environment.”

If she continues in her role with China’s senior side, Xiaoxu very well may be on the sidelines for next year’s main event in Brazil. It would represent a quick rise through the ranks, but one that has been significantly bolstered, accelerated and inspired by her time in the Elite Performance: Coach Mentorship Programme.

“One of the mentees in our group is world champion Melanie Behringer. Last year, while we were in Zurich for the programme, we all visited the FIFA Museum together. When we came across the FIFA Women's World Cup™ trophy, the museum staff opened its display case and allowed Melanie to touch the trophy once again,” Xiaoxu recalled. “I had goosebumps all over. During my playing career, I had never had the opportunity to touch the trophy or experience it from such close range. At that moment, I was filled with emotion. I told myself that I had to keep working hard, and that I hoped one day to lead China PR to that level and have the opportunity to touch the trophy myself.”