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Manchester United’s structural overhaul under Sir Jim Ratcliffe has brought sweeping changes – and some unexpected controversy.
Since acquiring a 27.7% stake in the club in December 2023, Ratcliffe has led an aggressive cost-cutting campaign in a bid to streamline operations and avoid financial risk.
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An initial wave of redundancies saw 250 staff members let go, with a further 200 departures expected in the next round.
Ratcliffe, speaking to The Times in March, justified the cuts by pointing to examples of what he considered excess, stating: “We even had a body language consultant on £175,000 a year.”
The remark sparked interest and raised eyebrows – and now, the consultant in question has publicly responded.
As per The Athletic’s report, body language expert Kirsten Heukels has broken her silence and defended her role, highlighting the tangible impact she had at the club during her time from February 2023 to May 2024.
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Heukels, who has a background in hostage negotiation and owns the consultancy 1for2 Social Innovation, was brought in under Erik ten Hag with a specific mission: improve Manchester United’s dismal penalty shoot-out record.
Prior to her appointment, United had lost five of their previous six shootouts.
But in the year following her involvement, the club secured back-to-back FA Cup semi-final wins via penalties.
Against Brighton in 2023 and Coventry in 2024.
Kirsten Heukels hits back at Sir Jim Ratcliffe after exit
“I look at how they are walking up to the spot,” Heukels told The Athletic.
“How their face is holding itself, because you can think you’re looking cool but your face will tell me more and you will leak it all.”
As per The Athletic’s report, she worked closely with both outfield players and goalkeepers, offering insights to Ten Hag’s staff and helping profile which players could handle pressure best in shootout scenarios.
One notable case was Diogo Dalot, who she recommended as a penalty taker after monitoring his behaviour in training.
The full-back went on to score in four successive shootouts.
One of which included the second spot-kick in the tense 7-6 win over Brighton.
Dalot himself later revealed how United had spent the entire season practicing for such moments, saying: “Since the start of pre-season, we have been trying to train penalties, everyone… we had to be ready.”
That preparation paid off.
United earned £1 million for finishing FA Cup runners-up in 2023, before pocketing £2 million for their 2024 win.
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Results that also helped secure Europa League qualification.
Asked about Ratcliffe’s public criticism, Heukels struck a measured but firm tone.
As per The Athletic’s interview, she said: “I believe it was a courageous thing that the team did back then. And I’m proud of what we achieved.
“The achievements are in the data, so they are proven.
“I don’t need to explain that to anybody.”
While admitting she no longer has insight into the current regime, Heukels added: “It’s always dangerous to talk about your predecessors this way.”
For a club chasing marginal gains and silverware, the impact of seemingly niche roles – like Heukels’ – may run deeper than figures on a balance sheet suggest.
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