In a significant shift within Norwich City's academy framework, Joe Shulberg has departed after nearly nine years to reunite with former head coach Johannes Hoff Thorup at Rapid Wien. This transition follows discussions between Norwich and Rapid Wien, resulting in a nominal compensation agreement that facilitated Shulberg's move to Austria. Read more about Chrisene Targets Regular Spot After Injury Setbacks.
Shulberg's exit marks a pivotal moment for Norwich City, which has chosen not to appoint a direct successor. Instead, his responsibilities will be redistributed among Dean Rastrick, the head of football development, and other members of the existing youth coaching staff. This decision reflects the club's strategy to effectively utilise its current resources, ensuring continuity within the academy. Read more about Chukwu Set for Norwich Move as Youth Programme Revamped.
Now confirmed as Thorup's third assistant coach at Rapid Wien, Shulberg joins a familiar coaching team that includes former Norwich analyst Alan Arac and Serbian coach Luka Pavlovic. In contrast, Glen Riddersholm, who previously served as an assistant under Thorup at Norwich, has opted not to relocate to Austria and is expected to explore other opportunities soon. Read more about Roberts Joins Shanghai Shenhua as Coaching Chapter Begins.
Shulberg's journey at Norwich began in July 2017 when he transitioned from Yeovil Town’s youth setup. Initially appointed as the football operations manager, he quickly ascended through the ranks, becoming head of academy coaching in August 2022. A year later, he took on the role of academy manager, drawing on his prior coaching experiences at Northampton Town and in Oklahoma.
His professional relationship with Thorup dates back to 2024, when Shulberg briefly joined the coaching staff following Narcis Pelach's appointment at Stoke City. Although Norwich ultimately decided to hire Jack Wilshere as Pelach's permanent successor, Shulberg and Thorup maintained a strong friendship, communicating regularly even after Thorup's departure from Norwich in April.
Earlier this year, Shulberg played a supportive role for Wilshere during the latter's brief stint as Norwich's interim manager, before returning to his academy responsibilities last summer with the appointment of Liam Manning as head coach.
Thorup's recent appointment at Rapid Wien was announced at the end of last month, and he conducted his first training session on Thursday, outlining his vision for the coaching staff during his inaugural press conference. Reflecting on his team, Thorup remarked, "Alan was my chief analyst at Norwich, where I took him with me after we had worked together at FC Nordsjælland. He travelled with me to Norwich, but, unfortunately, because of a contract situation, he joined in November when I would have hoped for him to start at the beginning of the season with me, but that was not possible. He will always be a coach that will travel with me. There's probably also another coach joining from outside the club; we just have to finalise, hopefully, today."
As Shulberg embarks on this new chapter in Austria, Norwich City will undoubtedly feel the impact of his departure, signalling the end of an era in their youth development programme. The club's decision to adapt its structure moving forward indicates a commitment to nurturing talent within its ranks while recognising the contributions of its departing members.