Since the dawn of modern sport, Swedish athletes and leaders have made a significant impact in the global sport community, and Swedish scientists and entrepreneurs have contributed to the development of coaching and training. But when it comes to football, Sweden has rather taken influence from others. Two names contradict this relative anonymity - Sven-Goran Eriksson and Pia Sundhage. They both have had long and successful careers which have brought Swedish coaching ideals to an international audience. The purpose of this study is to investigate how their respective coaching philosophies have developed over time and how they have been shaped by education, previous experiences, and influences in the coaches' own lives. The developments of Eriksson's and Sundhage's coaching philosophies are analysed through the lens of theories about scientisation, specialisation and professionalisation. We build on their own publications, as well as interviews and archival sources.