Kuala Lumpur: Former Danish National Badminton Head Coach Kenneth Jonassen describes the opportunity to be part of Malaysia’s national badminton team as a once-in-a-lifetime experience.
After achieving success in Europe—including coaching Viktor Axelsen to World Championship and Olympic victories—Jonassen is now ready to embrace a new challenge in Asia, where badminton is among the most popular sports.
Kenneth Jonassen speaks at a press conference:
“Badminton is incredibly important here. Just one phone call, and I started envisioning the possibilities of working in Malaysia,” said Jonassen, who will begin his role as head coach of Malaysia’s singles department on January 4, with his primary mission to secure an Olympic gold medal.
Jonassen believes Malaysia has a pool of talented players with great potential to shine on the world stage. He is particularly impressed by players like Ng Tze Yong and Leong Jun Hao, whom he describes as highly skilled young athletes.
“The first time I saw Tze Yong play in the Thomas Cup, I knew he had immense potential. As a coach, my dream is to help talents like this reach their maximum potential. It’s a long journey, but we must believe,” he added.
Jonassen emphasized the importance of building player confidence and helping them mature in their careers.
“Every player matures at a different pace—some in their early 20s, others take longer. My job is to help them unlock their full potential,” he explained.
Jonassen plans to spend his first month assessing players and understanding the badminton culture in Malaysia.
“I’m not the kind of coach who jumps in with immediate directives. I need to understand the culture and communication style here. It’s important to work honestly and listen to the players. This will also be a learning process for me,” he said.
He stressed the need for thorough preparation ahead of the 2028 Olympic qualifications.
“If we’re not ready when qualification begins, it will be much harder. We need to stay focused. I will work closely with the players to ensure the goal of winning a gold medal becomes a reality,” he added.
Jonassen’s appointment is seen as a strategic move by the Badminton Association of Malaysia (BAM) to restore the country’s golden era in badminton.
Jonassen began his coaching career in 2010 as England’s head coach before returning to Denmark in 2013 to become the national coach. He was promoted to head coach in 2016, leading teams and players to major victories, including Olympic and World Championship golds.
Now, Jonassen aims to bring Danish coaching methods to an Asian nation, which he finds both inspiring and challenging.
“This is about bringing some of the methods we’ve used in Denmark to an Asian nation. That’s what excites and motivates me. I’m looking forward to understanding what’s needed here and adapting accordingly,” he said.
Speaking about his salary, Jonassen insists money was not his motivation.
“The pay is decent, but that’s not why I’m doing this. It’s the challenge and the chance to make a difference by introducing my values and badminton philosophy to an Asian country,” Jonassen explained.
Jonassen’s former role as Denmark’s head coach will be taken over by 50-year-old Thomas Stavngaard, who starts on January 1, 2025.
