In the high-octane world of international badminton, where expectations soar and the pressure to perform is relentless, athletes often find themselves balancing between ambition and reality. Few understand this delicate dance better than former Malaysian doubles ace and now national coach, Goh V Shem’s former partner, Tan Kok Siang. As he steps into a more pronounced role mentoring two of Malaysia’s most dynamic pairs—Goh Sze Fei–Nur Izzuddin and Goh Soon Huat–Shevon Jemie Lai—Kok Siang is recalibrating the narrative. No longer chasing blind podium dreams, he is now laying the foundation for something more sustainable: realistic, measurable growth.
A New Phase in Malaysian Badminton
Over the past decade, Malaysian badminton has undergone considerable evolution. With the emergence of fresh talent and the inevitable transitions of senior players, the structure of national training and performance expectations has shifted. Kok Siang’s own transition from player to coach came with valuable lessons learned through battle on court and nuanced observation off it.
“It’s not always about chasing medals,” Kok Siang says with quiet conviction. “Sometimes, it’s about preparing the players to become the kind of athletes who can earn them in due time.”
This attitude is becoming a defining element of Malaysia’s doubles strategy in 2025, particularly as the country prepares for future Olympic cycles and post-retirement scenarios of long-standing champions.
The Case of Goh-Izzuddin – Rebuilding After Reunion
Goh Sze Fei and Nur Izzuddin have had a rollercoaster partnership since their junior days. The duo split in 2023 due to “incompatible dynamics,” only to reunite less than a year later after individual stints with other partners yielded lukewarm results. Their reunion sparked curiosity, skepticism, and cautious optimism among badminton insiders and fans alike.
Upon their return, their initial results were mixed. While flashes of brilliance remained, inconsistency plagued their game. Kok Siang, brought in to recalibrate their journey, saw not a crisis but an opportunity.
“I told them—stop looking at world rankings for a moment,” he reveals. “Let’s focus on three things: discipline, synergy, and momentum.”
Kok Siang introduced short-term performance indicators instead of grand slam goals. He challenged the pair to hit performance-based milestones such as limiting unforced errors per game, improving service variation, and maintaining mental resilience in rubber sets. This pragmatic shift not only lightened the burden of unrealistic expectations but also re-energized the duo’s training ethos.
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Incremental Targets
Their goals now included:
- Reaching at least the quarter-finals of three Super 500 tournaments.
- Beating two top-10 seeded pairs by year-end.
- Achieving 70% conversion on net kills per tournament.
Within months, results followed. While they were not yet the medal-winning pair they aspired to be, their matches started showing cohesion, improved anticipation, and tactical discipline. Importantly, they were growing in confidence.
Goh-Shevon – Navigating Maturity in Mixed Doubles
The situation with Goh Soon Huat and Shevon Jemie Lai posed a different challenge altogether. As a pair in their late 20s and early 30s respectively, Goh and Shevon are navigating the twilight phase of their competitive careers. While once a rising force in the mixed doubles arena, their recent form has seen a decline, often due to injuries, inconsistency, and the psychological toll of being perpetual dark horses.
Kok Siang’s approach with them leaned more on mentorship and strategic longevity. Recognizing that their physical prime may be behind them, he pivoted towards harnessing their experience, mental sharpness, and game intelligence.
“I’m not going to lie to them and say, ‘Let’s aim for Paris 2028 gold,’” Kok Siang states. “But what I can promise is a roadmap to finish strong—with dignity, and perhaps with a legacy they’re proud of.”
He proposed a yearly tapering roadmap that included:
- Reducing their tournament calendar to allow full recovery and focused training.
- Introducing match simulation days tailored to counter top mixed pairs like China’s Zheng/Huang and Japan’s Watanabe/Higashino.
- Collaborating with sports psychologists to reignite intrinsic motivation.
These adjustments brought a new rhythm to Goh-Shevon’s play. At the 2025 Thailand Open, they reached the semi-finals, defeating a seeded Korean pair along the way. More than the result, it was their composure under pressure and strategic finesse that earned plaudits.
The Philosophy Behind “Adjusting the Bar”
Kok Siang’s methods may seem unconventional in a sporting world driven by medals and rankings, but they stem from a deep understanding of sports psychology and team dynamics.
“Most people think adjusting the bar means lowering expectations,” he explains. “But for me, it’s about positioning the bar where it inspires effort without triggering despair.”
He emphasizes “personal best culture” over podium obsession. Under his guidance, players track not just win-loss ratios but also emotional performance indicators: Did they feel confident during crunch points? Were communication and chemistry intact?
This results-oriented yet process-driven model helps athletes stay grounded. It also fosters long-term athletic identities, where players understand they are more than just their world rankings.
Working Through Resistance
Of course, not all players warmed up instantly to Kok Siang’s coaching model. Goh Sze Fei, known for his intense ambition, initially struggled to accept smaller, process-based goals.
“I wanted to chase titles, not track how many net errors I made,” Sze Fei admitted during a podcast. “But over time, I realized those tiny improvements stacked up.”
Through team dialogues, video analysis sessions, and personalized feedback reports, Kok Siang helped the players internalize a more methodical growth mindset. Goh and Shevon too were initially hesitant about reducing their match load, fearing they’d become irrelevant. Yet, their improved performances and lower injury rates validated the approach.
Coaching as Art Not Just Science
While metrics and milestones form the backbone of Kok Siang’s strategy, his coaching is also marked by empathetic leadership. Known for his quiet but firm demeanor, he is often seen offering personal counsel, helping players through mental blocks, and celebrating even minor breakthroughs.
“Coaching is about building people, not just players,” he says.
He invests time in understanding players’ personal lives—stress factors, family obligations, and even emotional states on game day. This holistic engagement has helped foster trust, a critical element for athlete-coach synergy.
Malaysia’s Broader Strategy
Kok Siang’s recalibration efforts aren’t happening in isolation. They are part of a broader recalibration within the Badminton Association of Malaysia (BAM). Post the Lee Chong Wei era, BAM has sought to build a more resilient pipeline of talent, one that values longevity, adaptability, and emotional intelligence.
With younger talents like Pearly Tan–Thinaah Muralitharan and Man Wei Chong–Kai Wun Tee rising, the pressure is on veterans like Goh-Izzuddin and Goh-Shevon to remain relevant without burning out. Kok Siang is their bridge, not to past glories, but to evolved roles—as warriors and future mentors.
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