Coventry Rugby U16s and 17s v Ampthill - it's Cov Academy at the double as youngsters show early season promise

You see, I had this crazy dream last night

This man, he talked to me

He told me everything that's good and bad about my history

But he said that you are, you are the future

He said that you are, you are the future

And the future looks good

The future looks good

Future Looks Good - OneRepublic

Matt Jones with the U18s immediately after their victory over Ampthill

In April 2017, Rowland Winter formally announced the establishment of the Coventry Rugby Development Academy. This was an expansion of the Development Academy, which had been introduced earlier that season to combine rugby with education and employment by involving players in an Elite High Performance programme.

Led by Matt Price, individuals aged 18 to 24 had the opportunity to train with the senior squad and gain invaluable experience from being part of a professional full-time coaching environment. They also had access to strength and conditioning programmes, supported by high-quality performance analysis, nutrition, and medical care.

It never really lived up to expectations though despite a number of players emerging from the Academy to play regular first team rugby, including the likes of Luc Jeannot, Dan Lewis, Ollie Betteridge, Evan Mitchell, Tom Ball, Finn Ogden, Louis James, James Martin and Dave Opoku-Fordjour.

The Zoo League, a competition for 'reserve' league teams in the Championship and National One, quickly became defunct, although it did provide many young players with valuable experience through Coventry Rugby's partner clubs. Additionally, the connection formed with Moulton College in 2021 appeared to weaken shortly after, I guess in part due to the departure of Winter and Ross Stewart, who assumed leadership of Cov's Academy following Matt Price's exit.

I remember there was a clear road map back in 2017, with Coventry intending to widen the programme to offer local youngsters' opportunities to showcase their abilities right the way down to U13s. Whilst the reality may have been rather different, the dream never died and in the last couple of years we have seen something of a reset and under the guidance and management of Matt Jones, the Coventry Academy appears to be thriving:

'Although only operating for two years, the Academy already boasts 250 young players aged 14-18. With 80% of its U18 Elite Player Development Group coming from within 40 miles of ...the Butts Park Arena, the club is increasingly cementing itself as the beating heart of rugby in the West Midlands.' (source: Coventry Rugby website).

I'm remember reading somewhere a quote from Nick Johnston suggesting that the aim is to produce teams at the under 15, 16, 17, 18 and 23 age groups and if that is the case, then a further expansion of the Academy will soon be under way. The Senior Academy (for ages 18-23) recently announced 7 new players, although I'm not sure how many there are in the squad in total...

By releasing the Academy fixtures before the season begins and including free entry to these games in the season-ticket package, the club has demonstrated its commitment to establishing the Academy as a sustainable entity, rather than an afterthought as it sometimes seemed in previous seasons. In the past, games were advertised with little notice, results were not shared with supporters, and matches were occasionally cancelled without explanation.

While communication remains a concern, as I will mention later, there is now much more excitement surrounding the Academy. Supporters who have attended games at the BPA over the last couple of seasons consistently feel that this approach is the future for a club that lacks the financial resources of an Ealing, for example, and cannot simply purchase immediate success on the field, aside from all the other valid reasons for maintaining an Academy.

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With the season proper still some way away, it was good to be back at the BPA to watch Cov's youngsters in action against Ampthill. Although originally planned as a three-game combo, Cambridge apparently pulled out of their U18 fixture and so the club were left with just the two v Ampthill at U17 and U 18 levels. The very fact that Coventry is able to host two U18 games on the same day is indicative of just how many youngsters are involved in the Academy...

The U17s were first up and whilst there was a smallish crowd for the kick off at 12.00 pm, by the time the U18s started their game, it had grown a good deal. Having been to most of these Academy games, I would be prepared to put my head on the block and guestimate that by the end of the second it was the biggest attendance of any Academy game I've watched.

While there were certainly many proud parents present, there was also a good mix of regular Coventry supporters I recognised, who, like me, were enjoying watching potentially a good few youngsters who might eventually play senior rugby at Coventry. With Cov aiming for the ambitious goal of having 70% of its first team squad come through the Academy system by 2029, there's a strong possibility we saw one or two in the making yesterday afternoon.

This might appear a little unfair on Ampthill, but watching both sets of players go through their pre-match warm-ups, Coventry's approach seemed far more organised, with the youngsters swiftly moving from one drill to the next, whilst the coaches appeared to have to explain to the Ampthill players what was required. Cov's approach seemed altogether more professional.

There was a togetherness, a 'discipline' for want of a better word, that was, to the untrained eye, missing in the visitor's camp, although I imagine the resources available at Cov (particularly in terms of full-time support) is considerably greater than it would be at Ampthill?

In the first of the two games, the U17 overran an Ampthill side that just couldn't match the pace, skill and organisation of the Cov side, game as they were. Nine tries could well have been 12 had it not been for a few handling errors and some iffy decision making at times. Despite wholesale changes made at half-time, Cov maintained their momentum and sad to say, a 57-0 win was a fair reflection of the game.

There were a number of standout performances across the squad, as was the case in the second game, and if Matt Jones and his coaches can keep this group of players together over the next couple of seasons, presumably letting go one or two who might not quite have what it takes at this level, then the future looks very bright. As far as I'm aware, this is the U17s second game of the season, on top of a promising 12-40 away win against Ealing. Success breeds success and based on what I saw yesterday, there's plenty of talent in this squad, however raw it might currently be.

The U18s were made to work a good deal harder in winning 40-7. Going into the break just 14-7 up, it was still a very close game but in the final 20 minutes or so Coventry's strength in depth told and a five try blitz proved too much for an Ampthill side that had tested Cov for a good 55 minutes or so. It was a feisty affair at times and at one point it all boiled over with several players from both sides getting involved and had it been a senior game, a couple of cards might well have been shown.

Once again, there were several standout performances from a Coventry perspective, and when Cov found their rhythm, they appeared to be a very strong team, with significant power in the forwards and speed in the backs. Although he might not have been the Man of the Match, the Cov number 9 was noticeable in everything he did. Small in stature, his work rate was exceptional, with frequently sniping around the fringes and often there to support the break. He was great to watch but likely a nightmare to play against. I believe I recall him from last season for similar reasons, and he's definitely someone I'll be keeping an eye on in future games this season.

The forwards were dominant in the scrum and for the most part the lineout fared well, although in these age groups is often the weakest area of play for most team. You can see how even a year on from the U17s, players have already started to up their skill levels both in attack and defence and certainly the physicality between the first game and the second was a good deal higher. There were a number of hits that caused a good few groans amongst what was quite a vocal crowd by the end!

I mentioned in a couple of posts last year just how impressed I was with Matt Jones in terms of what was happening within the Academy. Nothing has changed on that front. I should also add that having got myself in a muddle regarding a problem buying tickets online for non-season ticket holders, he promptly added my son and daughter in law's name to the list of free ticket entry and, when he realised they'd paid anyway, came over to reimburse them, cash in hand (which was declined!). Impressive for someone who must have had a thousand and one other things on his mind...many thanks to him for that.

Effusive as I am for what's happening on the pitch, I remain a little disappointed with how the club is selling to its supporters what is one of its greatest assets. It was a great four hours of rugby for sure, but in terms of entertainment, it could have been so much better.

Old failings reappeared, the lack of a scoreboard or match day announcer meant that few supporters kept up with the score and had no idea of the scorers.

And, surely, if a youngster sees his name in lights or hears it read out of the tannoy, then that is motivation in itself and for parents, well it must be a source of great pride. If word of mouth counts, then when parents chat to each other and share their own experiences then the outcome is only ever going to be positive on that front. Treat them as the senior players are treated and that's what they'll want to be.

Scoreboards and a PA come at very little cost (it could be done in-house?) but reap real benefits.

A few weks ago, under the banner headline of 'Coventry Rugby Launches Exciting 2025/26 Match Day Product', the club boldy claimed:

'Every home fixture will be an event in its own right – featuring live music, food, guest appearances, pre-match curtain-raisers and community activations, creating a matchday experience that is exciting, inclusive and family-friendly. Whether you’re a parent, partner, club coach or lifelong rugby supporter, there’ll be something for everyone to enjoy'.

Early days for sure, but there was nothing on offer outside of the rugby yesterday. Nothing.

Cov are asking spectators to come for upwards of four hours, it could have been six had the Cambridge game taken place, yet there was no food available, no hot drinks (certainly outside and in the bar area until 1.15 and yet we're told we can't bring food into the ground), no music, no pre-match curtain raisers. There were plenty of young children there and I'd invited two of my grandchildren (aged 3 and 5) on the understanding that there would be plenty to keep them interested, so I did feel I'd mislead them somewhat. A trip of to the petrol station opposite sorted out any potential problems on the food front but if you say you're going to do something, just do it, or at the very least, let people know it won't be happening in advance.

Once more, it's a word-of-mouth scenario...rather than responding with 'there are plenty of activities, bring the whole family' when asked about the event, the answer is more likely to be 'Nothing. It was dull before both games, and I definitely wouldn't suggest bringing anyone else.'

And that's a missed opportunity.

However, perhaps the club views it differently, seeing it as a future goal rather than an immediate plan. But if that's the case, why make the statement...

Certainly, a lack of pre-match atmosphere won't deter someone like me who enjoys watching the youngsters play irrespective of what else is happening around the ground, but it might discourage others. Nonetheless, to be fair, the players from both teams contributed to promoting the 'product', even though it was a scaled-down version compared to what the club advertised.

There were plenty of future stars on display who brightened an otherwise dull day.

If the club is determined to showcase the Academy as it should given the talent that's obviously there (both in players and coaches), then have a dedicated page on the website with player/coach photos and profiles, include scores and match reports from previous games, show upcoming fixtures and add clips of play, player interviews etc. The youngsters and the families who have committed to the Academy deserve that, as do the supporters. And any future parents or youngsters interested in finding out about the Academy at Cov couldn't help but be impressed.

I really enjoyed the two games and it would be wrong to finish on a note of disappointment as there is so much good work being done elsewhere to ensure the Academy is competitive at the highest levels. If you are interested in what some of the best young players from Coventry and the surrounding area, then the BPA the place to see it...

...next game, 19th September U23 v RAF.

Up the Cov.

NB - excellent to see the referee and touch judges miked up! (With our own Simon Jackson involved, too!).

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