KUALA LUMPUR – Setting a lofty target like winning gold at the 2028 Los Angeles Olympics might intimidate most coaches, but not Denmark’s Kenneth Jonassen.
The 50-year-old will officially step into the role of Akademi Badminton Malaysia (ABM) singles head coach in January.
At his first press conference with the Malaysian media today, Jonassen shared his reasons for accepting the role after an accomplished 11-year tenure with Badminton Denmark, as well as his goals and ambitions for the future.
Jonassen, widely credited for the success of players such as two-time Olympic champion Viktor Axelsen and European champion Anders Antonsen, described working in Asia — especially in a badminton-obsessed nation like Malaysia — as a unique opportunity.
“After having a successful coaching career in Europe, I believe all roads eventually lead to Asia, where badminton holds a much bigger place in society,” said Jonassen, who retired as a player in 2009 before taking on a coaching role with Badminton England from 2010 to 2013.
“I’ve always admired Malaysian badminton — how the sport is treated here and the importance it carries. This opportunity is special. It all started with a phone call from Rexy Mainaky (ABM coaching director), and that really set my mind on the possibility. It’s a once-in-a-lifetime chance, and I’m happy to be here.”
On the daunting challenge of delivering Malaysia’s first Olympic gold medal in just four years, Jonassen emphasised that success would require a collective effort from both players and coaches.
“The expectation of winning gold is a massive goal — it’s the ultimate goal. Achieving it by 2028 is a long journey, but we will approach it step by step,” said Jonassen.
“To get there, we need to bridge the gap between where we are now and where we need to be. This will take teamwork, honesty, and relentless hard work. It’s a 24/7, 365-day commitment to reach Olympic gold,” he said.
Jonassen also stressed the importance of players having their own clear goals and the drive to succeed.
“I haven’t had much time to get to know the players yet. I only spoke to them briefly today, so it’s too early to comment in detail. However, I can already see they have huge potential.
“My job as a coach is to maximise that potential. Players must have confidence and belief — when they do, great things happen. I want to help them along this journey and find the right balance between the European and Asian approaches to the game.”
Jonassen acknowledged that his initial months in the role would involve familiarising himself with the players and the coaching environment.
“I’m not too concerned about the small group of players we have because the coaches here have already done an excellent job, as seen in some of the results. I’ll conduct my own assessments and work closely with the team to understand what’s possible.”
Jonassen will work alongside singles coaches K. Yogendran and Alvin Chew (men’s singles) as well as Jeffer Rosobin and Misbun Ramdan (women’s singles). Together, they will oversee around 10 players, including Leong Jun Hao, Ng Tze Yong, Justin Hoh, Eogene Ewe, and K. Letshanaa.
“This process will take time, but it’s about building a collective effort. The players are the ones who will stand on court and fight for victories. I’m here to support their goals and ambitions — and make the journey with them,” said the Dane. — November 25, 2024