‘What would I want from a head coach?’ – Thorup discusses supporters, Norwich, and Nedergaard

A fan signing session may seem like a routine event, but for Norwich City head coach Johannes Hoff Thorup, it represents something much bigger.

Standing in the cold outside Jarrold’s department store, over 100 supporters eagerly await their chance to meet the 36-year-old Dane. The moment encapsulates the bond he’s trying to build between the club, the city, and its fans—something that’s already deeply resonated with him just nine months after his arrival.

Thorup’s transition to life in Norwich has been seamless, helped in part by former Canaries midfielder Steen Nedergaard, whose endorsement played a key role in convincing him to take the job. “To be honest, it was not an area of England we knew much about before arriving,” Thorup admits. “We asked some people, especially Steen. I worked with him for many years at my former club, and I rang him to ask a little bit about the city and the club. He said it was a fantastic place to live, great for raising kids, and that he supported the move 100 percent. From day one, we’ve seen that he was right.”

That sense of belonging has only strengthened over time. Despite the intense scrutiny that comes with managing a club in a one-team city, Thorup embraces it. Unlike in Copenhagen, where multiple clubs share the footballing landscape, Norwich’s singular focus on the Canaries creates an entirely different atmosphere. “It’s really different because it’s a one-club city. You can feel it everywhere. There’s only one club here, and that’s the one you support,” he explains.

With that comes a level of attention that he hadn’t necessarily anticipated. “When you start being a football coach, it’s not something you think about,” he says. “But when you are in it, especially in a place like this, it’s what makes a club special. You feel the connection between club and city. Even when we lose, there’s still great support. People approach me or Glen [Riddersholm, assistant head coach] in a friendly way. They have critical questions sometimes, but always in a respectful manner.”

Though he enjoys interacting with fans in person, Thorup largely avoids social media and outside commentary on his work. “I try to stay away, not because I think everything is bad out there, but because it’s easy to get caught up in it,” he admits. “Opinions will always be there. You can win every game and still face criticism, or lose every game and still find support. I’d rather spend my time focusing on the team and the players.”

Adjusting to the relentless schedule of the Championship has been another challenge. Having previously managed in European competition, Thorup was accustomed to a packed calendar, but England’s second tier presents a different kind of intensity. “It’s busy, with more media obligations before and after games, and the added fan engagement. It’s hard to just walk around the city and not be seen as the head coach,” he says. “But in a way, that’s the beautiful part of it. We try not to take criticism personally, just see it as passion from fans who want the best for the club.”

While his role has evolved over the years, the pressure he feels comes less from external expectations and more from within. “When you do this job out of passion and love for the game, it doesn’t matter if you’re coaching an under-15 team or a senior side—you feel the same when you lose,” he says. “You go home, analyze what went wrong, and prepare for the next session. The biggest pressure always comes from yourself and those you work closely with.”

Thorup’s ability to communicate openly and honestly has endeared him to Norwich supporters, a quality that sporting director Ben Knapper identified as crucial when hiring him. He attributes that approach to his own background as a fan. “I come from a family where football was a big part of life. I watched from the stands as a fan and always asked myself, ‘What would I want from a head coach?’ That helps me approach things the right way,” he explains.

For him, honesty is the foundation of building trust. “Even when we win, there are things we could have done better. Even when we lose, there are positives. That transparency creates a connection. Fans may agree or disagree, but they always know what they’re getting.”

It’s that philosophy that underpins his tenure at Norwich—a commitment to bridging the gap between the club and its supporters, ensuring that every decision, every performance, and every interview reflects a genuine understanding of what it means to be part of the Canaries’ family.

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