Purpose: The purpose of this paper is to explore the implementation of a theoretically grounded coach education training programme for youth football coaches in Norway, through observational methods. In particular, it focuses on implementation fidelity and programme adaptation, and possible differences between the coach educators (CEs) according to their level of experience. Design/methodology/approach: Implementation fidelity and programme adaptations for seven CEs were explored through the use of a fidelity scale and in-depth qualitative analyses. Participant responsiveness was applied to inform the observational analyses. Findings: Results showed that most of the programme was implemented with moderate to high fidelity, and that it was adapted when delivered. Most of the adaptations seemed to be positive, aligning with the programme's theoretical foundation and goals. A few negative and neutral adaptations also occurred. The most experienced CEs seemed to deliver the programme with highest fidelity and they also made most positive adaptations. The findings, supported by the participants' evaluation of the programme delivery, indicate that these CEs also delivered the programme with high quality. Research limitations/implications: In the field of implementation research there is a need for further studies applying observational methods to explore programme effectiveness in relation to implementation fidelity, adaptations made and the quality of programme delivery. Originality/value: This study applies observational methods to evaluate the fidelity of implementation and adaptations made when implementing a coach education programme, and based on these findings quality of delivery is discussed.