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.
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 the responsibility: from coaching young players, to developing coaches and shaping an academy environment, to preparing for first-team leadership.
2001 · Oldham — 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 · 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 — Supporting the coach
As Academy Coach Developer, focusing on observation, dialogue and practical changes that help coaches improve their work.
2026 · Bradford Park Avenue — Leading the academy
As Academy Director, responsible for recruitment and developing 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; research into head-coach characteristics.
20 Football League debuts · By players developed during my time at Oldham Athletic.
HOW I WORK
Supportive. Uncompromising.
People do their best work when expectations are clear and relationships can carry honest challenge.
I want players and staff to understand the problem, take ownership of the response and see their progress in the work. My pursuit of a first-team head-coach role remains my primary professional objective.