The aim of the research is to understand and discover the key development themes of practices in the football coaching process developed by the coaches from Malaysian State Sports School. Fourteen experienced Malaysian State Sports School head coaches were involved as participants in this study and in-depth open-ended semi-structured interview method was used for data collection. Data were analyzed based on Evolved Grounded Theory consisting four core categories and fourteen subcategories emerged that make up the key development themes in coaching process; i) planning (coaching syllabus, signature coaching, individual development, fun elements, risk management), ii) deliver (heuristic, empowerment, spirituality), iii) analysing (evaluating, observation, monitoring) and iv) outcome (competence, life skills, coaching intervention). Subsequent exploration is recommended to identify how this knowledge is integrated into the coaching process and applied in the football development program.