‘Experience is everything in sevens’ – USA coach Simon Amor

Logging on to a virtual call with Simon Amor is like jumping on with an old friend for a chat. We worked together for eight years with England and Great Britain – and, more recently, I have been assisting with some elements of the USA programme. So I know a lot about him – much to his discomfort! 

Since 2013, when he took the top job with England 7s, we have been through some crazy times and have the tales to match. But, mindful of his current challenge – preparing for a home tournament to close the season – I reassured him this call was not to start penning his memoirs, though one day they will make for brilliant reading. 

Sunkissed from the San Diego sun, Amor sat at his laptop for our chat and we started at the beginning: “I came in here on a holiday visa,” he recalled. 

When he took the reins of the USA Rugby Sevens programme, there was little about it that was straightforward. In fact, he wasn’t even allowed to officially work in his first few months. “I just wanted to get a feel for the lay of the land.” 

So he sat and watched, “for a few weeks”.

He stepped into a USA programme that was both rebuilding and redefining itself. “Straight away, it hit you,” he said. “The diversity, the different backgrounds and the stories.” 

The squad lean into this and celebrate it by taking turns to deliver a My Story session about their lives. I was fortunate to be at the Olympic Training centre, in Chula Vista, in January, to hear Amor take his turn – a chance to present his most authentic self to the group and role model a level of vulnerability not often seen in men’s sports teams. 

He instigated this ritual because he recognises the significance of establishing a unique team culture: “The diversity was always going to be the team’s greatest strength, but also its biggest challenge.”

There is a hard-nosed rationale behind Amor’s warm, fuzzy, feel-good process. 

Cohesion is critical in sevens rugby, and Amor knew from day one that building a shared culture was paramount. “Any of the great sevens teams around the world, you see a team that’s connected and wants to be with each other on and off the field. You see how that affects performance. Culture precedes performance”.

He inherited a squad that was young, inexperienced, and missing many former leaders. He wasn’t not starting from scratch, but there was re-building to do and, despite being someone who thrives on challenge, Amor admits it was “daunting”. 

He tells me there was always a plan to “fast-track that level of experience”. 

One of these fast-track methods has been evident on the team sheets for tournaments this year when the captains armband has rotated around the squad, sometimes having multiple captains. 

“It’s about trying to accelerate leadership, how they work with each other, seeing the world differently. It’s made for tough moments, but the goal is long-term growth.”

He also made a decision early on to help forge his own relationship with the players. “They don’t call me ‘Coach’. We got rid of that. In America, ‘Coach’ puts you above. I want to be alongside them, not above them.” 

The results haven’t been immediate. Heading into the HSBC SVNS World Championship, the USA team sit bottom of the table, in 12th place. 

But a closer investigation of their season suggests things could have been very different. Two-thirds of their losses this year have been by seven points or fewer. In Perth their average points difference was five points; in Vancouver it was one point. Close-run things have been a theme all year.

“So close, but that message only goes so far. Everyone wants to win — players, fans, families. In America, winning is everything.” 

Amor adopts a philosophical stance. His take on their results is also based in reality, as he points out that “experience is everything in sevens right now”. 

He isn’t wrong. Some sides, like Argentina and Spain, have collective appearance numbers that trump the USA lads every outing this year. 

Despite falling on the wrong side of close margins and some growing pains, there are signs of progress. In their final match in Singapore, an extra-time victory over France, Amor recalls: “We were down to nine players due to injuries. All the young and new kids were on the field. 

“They managed to execute under the most pressure and frustration and disappointment. That gives you hope that the future is looking in the right direction.”

In a few days, the USA men will take the field in their home tournament. A family man himself, Simon understands that this sport impacts those around as well and LA is the one chance the boys have to play at home. 

“The players are desperate to perform in front of family and friends. Rugby’s still small here, so these moments matter.” 

With so much to manage in the here and now, it seems remiss of me to ask about 2028 and the home Olympics. 

I have seen Amor’s passion for the Olympics firsthand during our Rio 2016 campaign and know it was part of his decision to take this current job: “If both the men’s and women’s teams were to medal on home soil, it would change the game — here in the States and the world. That would change rugby in the world. Black and white. To do something like that, to create moments for the players, but to change the game globally, is pretty inspiring.”

Outside rugby, Amor is still adjusting to life in America. “The tipping culture and sales tax — I can’t get my head around that. And the coffee!” 

His million-dollar idea is opening a café-cum-cider bar in the area of Chula Vista where the USA 7s squad is based. “That’s how I’ll make my millions,” he smiles.

The USA coach (just don’t call him ‘Coach’!) knows the path he’s chosen isn’t the easy one. But in a sport where resilience and belief often make the difference, he’s banking on a foundation that goes deeper than the win-loss column.

I ask him if his faith in the journey ever wavers. He shakes his head. “Maybe I’m just stubborn! 

“Everyone in this world wants quick wins, take the shortcuts. But you’ve got to know the journey, know where you want to get to and go through the tough times with it. That’s your job as a leader.”