Badminton England secure Kenneth Jonassen as men's singles coach Badminton England secured a timely boost on the eve of their home Championships when Denmark's Kenneth Jonassen was confirmed as its new men’s singles coach. By Rod Gilmour Published: 3:00PM GMT 09 Mar 2010 Kenneth Jonassen will look to beat Denmark at European Team Championships in April The 35-year-old will take up his role in July in the build up to the Badminton World Championships in Paris later in the summer. For now the move is a boost for Britain's elite singles players ahead of the All England Open in Birmingham. England enter the tournament with no seeds in the five events for the first time. The national governing body has already aimed to overhaul China's dominance by 2012. Jonassen's vision is to "develop new talent that can compete with the best of China, Malaysia, Indonesia, Korea and Denmark." Adrian Christy, Badminton England's chief executive, said: “It has been a long wait to get all the details confirmed but Kenneth is the man our Performance Director Ian Moss has always wanted.” Ian Moss added: “This appointment confirms our continued commitment to developing a world class Singles programme within the GB system. “He brings a wealth of knowledge to our coaching team and exhibits a real sense of what it takes to create a medal winning environment." England currently have three players in the world's top 35: Rajiv Ouseph (23), Andrew Smith (26) and Carl Baxter (35). "My personal goals are clear, bringing the singles department to another level on the international stage," Kenneth Jonassen said. "I know it's going to take time and a lot of hard work, but I believe that the talent is there.” Jonassen is the reigning European men’s singles champion, having won in his home town of Herning in 2008 and retiring the same year.