“If you are successful in Europe, all roads lead to Asia, where badminton is a huge sport.”
That was how Kenneth Jonassen described the decision to become the Badminton Association of Malaysia’s (BAM) new singles head coach.
Jonassen has produced a world and Olympic gold medallist, in the form of Viktor Axelsen. It remains to be seen if he will be able to do the same as Malaysia’s coach.
The Dane’s four-year contract begins on Jan 4, 2025. He is only the second European to occupy the hot seat, with his compatriot Morten Frost in that role from 1997-1999, before returning in 2015 until 2017 as BAM’s technical director.
Jonassen’s appointment comes when BAM is undergoing a transition, with a new president to be elected next year following Tan Sri Norza Zakaria’s resignation after the Paris Olympics.
The national body also has fewer top-level singles players breaking through, making Jonassen’s target of winning a gold medal at the 2028 Los Angeles Olympics a Herculean task.
Looking relaxed with a big smile, Jonassen, dressed in a white BAM t-shirt, blue shorts and white sneakers, made it known that he was in for the long haul.
“It’s a long journey. Reaching that goal will require a lot of hard work, and it can’t be left to chance. We need to turn over every stone. That will take time and team effort,” said the confident 50-year-old.
He said it was important to set smaller and achievable targets from next year and work towards the Olympic qualification period, which is 30 months away.
The main thing that he wants to do is to instil a sense of “ownership” in the players and their individual growth, and to have a good relationship.
“I must establish a good relationship with them so we can be honest about what we want, and for them to take ownership of their career,” said Jonassen, whose contract with the Danish BA ends on Dec 6.
“Ownership is a strong word and can mean different things to different people. What I mean is when we make a decision about a path, we – myself and the players – have to own it and commit to the plan and the way we execute it.
“It means working around the clock to achieve it, so be it.”
Jonassen said it was not about the ranking at the end of next year but the daily improvement.
“Even in defeat, if a player is learning and progressing, we’re on the right path,” said the player whose highest ranking was World No. 2.
When he joins BAM, Jonassen will be tasked with whipping Leong Jun Hao, Justin Hoh, Ng Tze Yong, Eogene Ewe, K. Letshanaa, Wong Ling Ching, Siti Zulaikha Azmi and Oo Shan Zi into world-beaters.
He acknowledged that post-Covid-19, it has become harder for younger players to make a name for themselves as the gap among the top 50 is close.
“We need to build confidence in these young players, showing them that reaching the highest level is possible with the right mindset and hard work,” he said.
“For the women’s players, it is vital to develop skill and resilience. It’s about understanding that maturity comes at different stages. Some will reach their peak at 20, others may take longer, but progress is what matters most.
“You have to be ready to stand up the next day after a loss and work even harder. That’s the mentality we need.”
He promised to combine Western and Eastern playing styles during his stint in Malaysia.
