01 / ABOUT CRAIG
The person.
The coach.
The purpose.
I am a football coach, leader and researcher. For more than two decades, I have worked to help players, coaches and teams grow in environments that demand both care and accountability.
From the archive: on the training ground at Oldham Athletic.
MY STORY
Built in the work itself.
My coaching journey began at Oldham Athletic in 2001. Across more than two decades there, I worked from the foundation phase through youth development and the professional development phase, including Head of Coaching and interim Academy Manager responsibilities.
I later worked as an Academy Coach Developer at Stockport County. I now serve as Academy Director at Bradford Park Avenue, with responsibility for recruitment and developing the academy’s football identity.
Those roles shaped how I lead: establish clarity, develop people, observe closely and hold the standard when the work becomes difficult. My aim now is to lead a first team while continuing to contribute to coach development and research.
THE JOURNEY
Progression with a purpose.
Each stage broadened my responsibility: from coaching young players to developing coaches, shaping an academy environment, and preparing for first-team leadership.
2001 · Oldham Athletic — Learning the craft
Coaching in the foundation and youth phases, building an understanding of how players learn and how a pathway supports their development.
Oldham Athletic · Leadership — Developing people and standards.
Head of Coaching and interim Academy Manager responsibilities connected coach support, player progression and the everyday quality of the environment.
2024 · Stockport County — Supporting the coach
As Academy Coach Developer, I focused on observation, dialogue, and practical changes that help coaches improve their work.
2026 · Bradford Park Avenue — Leading the academy
As Academy Director, I lead recruitment and develop the football identity that guides coaching and player development across the academy.
Next chapter — First-team ambition
Bringing that experience, a UEFA A Licence and MSc research into head-coach characteristics to the challenge of leading a first team.
Qualifications & experience
UEFA A Licence ·
Advanced Youth Award
MSc Sport Coaching · Leeds Beckett University
My MSc dissertation explored the characteristics required for a Head Coach to succeed.
HOW I WORK
Supportive. Uncompromising.
I want people to feel supported enough to ask questions and challenged enough to improve. Clear expectations, honest feedback and the willingness to listen are central to how I coach.
I ask players and staff to take ownership of their decisions. I hold myself to the same standard: keep learning, invite challenge and do the work consistently.
If you are working through a coaching or leadership challenge, I would like to hear your perspective.