Please could you give us some insight into your coaching background and the journey to your present position in England rugby?
My journey started out when I went to an independent school in a small town on the West Coast in Northern England. When I left there, I completed a Sports Science degree at Leeds University and then completed a PGC, which enabled me to become a PE teacher, back in ’92.
For ten years I was a teacher and I really believe that teaching gave me the foundation for coaching. One of the challenges of teaching is that, as opposed to coaching, you get people who have to be there and you have to motivate and control things to get the best out of them, even when sometimes it’s cross- country on a wet Wednesday.
During that time, I was also a professional rugby player and I got the opportunity to go full-time, so I took that and I went full-time with some coaching on the side. This was when I was in my late 20s. But the catalyst that actually got me into coaching was a rugby injury. It happened in 1999 and that forced me to retire. At the same time, the Rugby Football Union sent me to Leeds, and I got the job as the academy manager.
During that time I was fortunate to get some fairly talented, young fifteen/ sixteen year olds who got into our program, who’ve ultimately now have gone onto become national players. I was working with a very gifted group of players and during that time, my desire to coach players at the highest level had begun to grow.

The senior team got relegated from the premiership at the time and the Director of Rugby left; in fact all the players left, including some of the academy players. I was given the head coach position. The challenge was to get promoted back into the Premiership. Without a team, that’s a pretty big challenge, but we achieved it and we got promoted. That year we were in the Premiership was a massive step for us in terms of squad size and budgets. Although we remained competitive, we didn’t have enough firepower really to sustain our place in the Premiership. And it was at that point the England Rugby Union approached me to see if I was interested as Head of the Elite player development. I was interested but really didn’t want to end my coaching career.
I argued that if I became the England Saxon’s Head Coach, then that would be enough to keep my coaching developing at an international level. I now also look after 14 regional academies for England Rugby – this involves looking after and managing the academy program and developing players.
In your opinion what does it take to get to the top of your sport?
I think you’ve got to have talent. I don’t see any people at the very top of the sport that don’t have the talent. But, I also equally don’t see any players at the top of the sport who have talent and no character. So, for me, talent plus character equals elite and it’s pretty much as simple as that. The people I see who’ve been to the top have talent. They have the physical, technical, tactical and mental characteristics. And they have the character to back it up week-in and week-out, year-in, year-out. And they reach a point when they actually say, “Now is the time to go focus on my leadership skills.”
What advice would you give aspiring athletes who want to reach these levels of success in their sport?
Looking at the great leaders or the great players in their sport, try and pick out someone who most closely reflects your personal style; strengths and weaknesses. I believe as a young athlete, there’s someone at the top end of every sport that will closely resemble you as a person.
So, modeling is what I would describe it as; and I think mastering is another one; mastering the basics. So, if you master the basics of your given sport viz. the technical and tactical and balance school requirements, than ultimately you will become more self-confident in your own ability… if we talk about rugby as an example, you know, the practicing, and the executing of pass left to right, and right to left. And if you do a little bit everyday then you will grow to master the basic skills. And constant reinforcement means that consciously under pressure you will deliver at the highest level, and that gives you the mastery that then affects growth as a successful athlete.
Having coached and played with successful athletes, what do you think motivates these athletes to be the best they can be?
I’ve been involved in some teams where I feel that money has blunted the hunger of the player. And what it’s done is that it’s made it easy for them to accept the lifestyle they’ve got, which is a very lucrative lifestyle. And they’ve forgotten all that detail of what got them to that position in the first place. I still come back to the term, “the aggregation of marginal gains”, in all the areas of technical and tactical, physical and mental to make sure that they achieve the best they can be. You must be intrinsically motivated, not extrinsically, to be the best you can be.
Yes, a big paycheck is a nice bonus, but ultimately, as we all know, it’s only short-lived anyway. And you know, after your ten years of playing rugby; you finish at thirty, and you’ve got another thirty years of employment to find. Your personality and character will be a big part of that.

What does a successful coaching philosophy look like to you?
I think that a successful coaching philosophy is something that’s unique to the coach. It’s something that he owns and that he has thought about and developed. And he has solved that philosophy in a way that people have bought into it. I think there are coaches that believe they’ve got a coaching philosophy and dictate it to the people they work with and it’s not a shared ownership of the philosophy. It’s just, “It’s your philosophy and I’ll do it because you’re the boss.” There’s a big difference in that.
I believe that’s important-finding a way so that your philosophy is brought to life within the players. You should constantly look to demonstrate what it looks like. So, if you can find a clip of a game that has been played where the player showed fantastic work ethic, I’ll show that clip over because I think that’s the most important part of it.
What are the hallmarks of a great coach?
RESPECT:
Respect is the most important. Players have to respect their coach. To believe in the message-you have to believe the messenger.
GREAT LEADER:
It’s the clarity of the direction that they’re taking, so players understand where they’re going and they’re prepared to follow the lead that the coach is setting.
GREAT COMMUNICATOR:
A very effective communicator. They inspire, persuade and motivate people.
CREATE A WINNING ENVIRONMENT:
They have a shared value system so that the players and the coaches operate under the same values-honesty, integrity, and respect.
EMOTIONAL STABILITY:
How the coach handles the tough times as well as the good times.
SETS THE TONE FOR THE TEAM:
Humor, has good banter; has a good personality and good crack with the players, but maintains that distance, walks a tightrope between an effective leader, but also is someone who you can build a close relationship with.
CARE FOR THE PLAYERS:
When the player has trouble at home, or whatever. You’ll say, “Mate, just skip a session today. Go get home sorted.” There are a lot of things that players remember and I think that’s important.
TRUSTWORTHY:
They do what they say they’re going to do. So, you say to a player, “This week I’m going to give you rest, but next week you’re going to start.” Make sure you do what you say you’re going to do.
HONESTY:
Coaches shy away from tough conversations some times and players just want the honest truth. Players can handle the truth most of the time; not all time, but the best players can handle it and all they want to know is, “What do I need to do to get into team…what do I need to do to get better?” The coach sometimes may not tell them the exact truth, because that’s just too difficult. “I’m not picking you this week, because I think that you are out of form.” I think most players can take that. Just be honest with them.
FAIRNESS:
There’s no A, B, C in importance of players because if this player is on the biggest salary, he can’t be skipping weight sessions and just do what he wants to do simply because he’s the star player. So there’s a fairness approach that the academy player gets treated the same way as the most influential person on the team.
What is the most important thing you’ve learned about succeeding as a coach on a team?
You have got to be reflective and think about how you’ve dealt with certain situations. Find space in your diary to think. If you don’t find space in your diary to think about how you can improve and develop as a coach, how you’ve dealt with certain situations, then ultimately you’ll just go along chasing your tail. So, I think actually creating that downtime is a very difficult thing to do. If you don’t find that time for you, then ultimately you’ll find yourself never growing as a coach. I think ultimately you’ll never be the best you can be.
Ruckingball would like to thank sportswisdom.com for permission to publish this interview