"It's not a unique Brentford thing, it's something even the biggest clubs are implementing," says Bees director of football Phil Giles. "That's the bit where most people look at it and go, actually, this is a more recognised part of the game."
Giles is talking to BBC Sport about the rise of specialist set-piece coaches, with Brentford having been at the forefront for a decade.
The sight of a figure emerging from the dugout to preside over corner or free-kick routines is becoming more common, and the Bees have arguably been ahead of the curve as others have followed.