Once a dominant force in English rugby, producing a record 11 England internationals in the 1970s, the RFU Championship side is now building a new legacy. Its goal? To make the club a powerhouse for nurturing young talent in Warwickshire and the West Midlands to develop the next generation of professional rugby players.

A New Era for Rugby Development

Launched in 2023, the Coventry Rugby Academy is however much more than just a pipeline for talent. It offers a groundbreaking programme that removes barriers to participation while developing athletic excellence and mental and physical wellbeing.

Unlike some traditional rugby academies that often leave young players without clear futures, Cov’s academy model is holistic, offering a structured pathway into senior rugby while ensuring players are equipped with skills for life beyond the game.

Rapid Growth, Strong Foundations

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 (EPDG) coming from within 40 miles of Cov’s home at the Butts Park Arena, the club is increasingly cementing itself as the beating heart of rugby in the West Midlands.

Jon Sharp, Executive Chairman at Coventry R.F.C, explained:

“The foundations of our Academy are now built for future success ensuring long term sustainability both for the club and our young players. We are not just developing rugby talent; we are creating well-rounded individuals with academic and career opportunities beyond the sport. We want to end the cycle where young players are cast aside without a future.

“As the only professional rugby institution in the West Midlands, our focus is on nurturing local talent. Our policy isn’t about hoarding players - we provide them with elite coaching, academic support, and personal development tools to ensure they thrive.

“The Academy is not only shaping the next generation of Coventry Rugby Club players but also contributing to the broader rugby ecosystem in the West Midlands.

“We have the resources to make them well-rounded individuals rather than an expendable commodity which is why we are looking to increase player retention beyond the age of 16 as we understand that players develop at different rates and we want to create an environment where they are given the time to reach their full potential.

“By structuring a sustainable academy system, we’re building a squad that represents the city, plays an exciting brand of rugby, and actually strengthens the grassroots game across the region.”

World-Class Development with a Local Focus

Led by former Wales fly-half Matthew Jones, the Academy offers specialist coaching, elite club exchange programmes, nutritional and sports science expertise, cutting-edge performance analysis technology and tailored rehabilitation programmes, all designed to maximise young players’ potential on and off the pitch.

Suffice to say, it’s not just about rugby. Players are supported academically through partnerships with local schools’ sixth forms, offering A-level and vocational pathways. A distance learning collaboration with the University Campus of Football (UCFB) allows over-18 athletes to pursue degree-level education while training full-time.

A Call for Change in Rugby’s Talent Pipeline

Coventry Rugby Club believes its vision to fill 70% of its squad with Academy graduates (by 2029?) is achievable.

Jon Sharp continued:  “Every year, promising players are swallowed up by a handful of Premiership clubs, with no clear route forward. The current system is failing too many young athletes and needs changing.

“Our ambition to have 70 per cent of our squad made up of academy graduates is a reflection of the confidence we have in our programme to nurture and develop talent effectively and facilitate the progression of our young players into senior rugby.

“The biggest challenge rugby academies have currently is young promising players are swallowed by up a select few Premiership rugby clubs, often without the proper support or a clear pathway forward. It’s a model of throwing mud at the wall and seeing what sticks.”

“Being selected for an Academy should in fact be the beginning of a journey, not a false promise. Too many players are left without guidance or opportunity for the future, leading to disillusionment with the sport. Our model at Cov’s Academy ensures that talent isn’t wasted—whether a player makes the first team or not, they will always have a future in rugby.

“Many young players who join academies naturally believe they are on the path to success. After all, it’s a monumental privilege to be selected and have the chance to train. However, the harsh reality is that only a small percentage will ever make it to the senior teams and due to the mental toll of being let go, many lose confidence in their abilities or worse, fall out of love with the sport entirely. This annual cycle of forgotten pools of talent needs to be addressed, and we believe our model offers a solution, hopefully for the sport to follow.”

“Rather than cannibalising local clubs within the West Midlands we look to support them through CPD events, coach education and a wide range of enrichment programmes to ensure that all players, regardless of their ability or pathway, benefit from a strong rugby culture and continue to have access to high quality coaching. Unfortunately not every player will make it to the senior team, but that doesn’t mean their journey ends there.”

Investing in the Future

“Achieving our vision, however, requires investment. With the right backing, we can provide top-tier facilities, coaching, and resources to ensure our young players don’t just reach the first team but stay there for years to come.

“The club has made massive strides over the past few years and we have built solid foundations for the next chapter.

“We now stand on the verge of the next level, major stadium development, growth in our Academy and community activities and a push for promotion.

To achieve our full potential however requires a step change and partners to bring new funds into the club, together with new expertise, plus new energy and commitment.

“We have developed a strong, diverse business model and are the fastest growing club in English rugby – with the right level of support and investment our community-centric club can be a future beacon for the sport,” he added.